El marketing y su incidencia en las ventas de la pizzería Mónaco de la ciudad de Riobamba

ABSTRACT: In this study, the importance of marketing in the commercial performance of the Mónaco pizzeria, located in the city of Riobamba, Ecuador, is addressed. Highlighting the relevance of marketing as an essential tool to attract and retain customers in the competitive business market, with the main objective being to determine marketing and its impact on sales for the Monaco pizzeria. The lack of a clear marketing strategy is identified as a key factor in this decline. To this end, the 4Ps of marketing (product, price, promotion and place) are examined and how each of these variables affects sales and profitability is investigated. customer loyalty. To achieve this, a mixed methodology was used, using surveys and interviews as information collection instruments, obtaining results that recognize that competitiveness in the market is a constant challenge and that promotion and advertising strategies play a crucial role in differentiation. and attracting new customers. Ultimately, a marketing strategy is proposed that includes menu diversification and an active presence on social networks, on the basis that menu diversification would allow the Monaco pizzeria to adapt to local preferences and current food trends, while that social media marketing would help promote offers, interact with customers and strengthen the brand image, these actions can be key to revitalizing the business and maintaining its competitiveness in the Riobamba market.

• Autor principal: Tierra Quispillo, Alex Paul (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2024
• Matèries: Marketing; ventas; cliente; satisfacción al cliente
• Accés en línia: http://dspace.unach.edu.ec/handle/51000/12611