Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022.
The objective of this case study is to analyze the marketing strategies of Comercial Burbano using research techniques to determine the position of the business in the market. At the same time, identify the techniques that are currently used by interviewing the owner to find flaws in the procedures,...
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| Natura: | bachelorThesis |
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2023
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| Accesso online: | http://dspace.utb.edu.ec/handle/49000/15229 |
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| author | Mestanza Zambrano, Byron Octavio |
| author_facet | Mestanza Zambrano, Byron Octavio |
| author_role | author |
| collection | Repositorio Universidad Técnica de Babahoyo |
| dc.contributor.none.fl_str_mv | Jácome Lara, Georgina |
| dc.creator.none.fl_str_mv | Mestanza Zambrano, Byron Octavio |
| dc.date.none.fl_str_mv | 2023-11-12T19:26:18Z 2023-11-12T19:26:18Z 2023 |
| dc.format.none.fl_str_mv | 45 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://dspace.utb.edu.ec/handle/49000/15229 |
| dc.language.none.fl_str_mv | es |
| dc.publisher.none.fl_str_mv | Babahoyo: UTB-FAFI. 2023 |
| dc.rights.none.fl_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Babahoyo instname:Universidad Técnica de Babahoyo instacron:UTB |
| dc.subject.none.fl_str_mv | Estrategias de marketing Comercialización Productos y clientes |
| dc.title.none.fl_str_mv | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The objective of this case study is to analyze the marketing strategies of Comercial Burbano using research techniques to determine the position of the business in the market. At the same time, identify the techniques that are currently used by interviewing the owner to find flaws in the procedures, evaluate the service through customer surveys to know their criteria and, based on the research, provide suggestions that will boost business sales. The investigation shows that the salesperson has focused on using marketing and direct sales techniques, that is, only those that are carried out with the personal interaction of the seller and the client, he does not have an online presence, limiting exposure and interaction with current and potential clients with the products and services of the business. Among the recommendations are executing loyalty strategies such as good service, offering discounts and promotions that encourage purchases; implement various forms of payment, cumulative plan, credit cards that make it easier to carry out transactions with the business; Add digital communication systems for adequate customer service and maintain an adequate image of the commercial premises. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTB_408aa92ff188216eb869f0a17ab8d3eb |
| instacron_str | UTB |
| institution | UTB |
| instname_str | Universidad Técnica de Babahoyo |
| language_invalid_str_mv | es |
| network_acronym_str | UTB |
| network_name_str | Repositorio Universidad Técnica de Babahoyo |
| oai_identifier_str | oai:dspace.utb.edu.ec:49000/15229 |
| publishDate | 2023 |
| publisher.none.fl_str_mv | Babahoyo: UTB-FAFI. 2023 |
| reponame_str | Repositorio Universidad Técnica de Babahoyo |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyo |
| repository_id_str | 0 |
| rights_invalid_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ |
| spelling | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022.Mestanza Zambrano, Byron OctavioEstrategias de marketingComercializaciónProductos y clientesThe objective of this case study is to analyze the marketing strategies of Comercial Burbano using research techniques to determine the position of the business in the market. At the same time, identify the techniques that are currently used by interviewing the owner to find flaws in the procedures, evaluate the service through customer surveys to know their criteria and, based on the research, provide suggestions that will boost business sales. The investigation shows that the salesperson has focused on using marketing and direct sales techniques, that is, only those that are carried out with the personal interaction of the seller and the client, he does not have an online presence, limiting exposure and interaction with current and potential clients with the products and services of the business. Among the recommendations are executing loyalty strategies such as good service, offering discounts and promotions that encourage purchases; implement various forms of payment, cumulative plan, credit cards that make it easier to carry out transactions with the business; Add digital communication systems for adequate customer service and maintain an adequate image of the commercial premises.The objective of this case study is to analyze the marketing strategies of Comercial Burbano using research techniques to determine the position of the business in the market. At the same time, identify the techniques that are currently used by interviewing the owner to find flaws in the procedures, evaluate the service through customer surveys to know their criteria and, based on the research, provide suggestions that will boost business sales. The investigation shows that the salesperson has focused on using marketing and direct sales techniques, that is, only those that are carried out with the personal interaction of the seller and the client, he does not have an online presence, limiting exposure and interaction with current and potential clients with the products and services of the business. Among the recommendations are executing loyalty strategies such as good service, offering discounts and promotions that encourage purchases; implement various forms of payment, cumulative plan, credit cards that make it easier to carry out transactions with the business; Add digital communication systems for adequate customer service and maintain an adequate image of the commercial premises.El presente estudio de caso tiene como objetivo analizar las estrategias de marketing del Comercial Burbano mediante técnicas de investigación para determinar la posición del negocio en el mercado. A su vez identificar las técnicas que actualmente se utilizan mediante una entrevista al propietario para encontrar falencias en los procedimientos, evaluar el servicio mediante encuestas a los clientes para conocer su criterio y en base a la investigación brindar sugerencias que permitan impulsar las ventas del negocio. La investigación demuestra que el comercial se ha enfocada en emplear técnicas de marketing y ventas directas es decir únicamente aquellas que se realizan con la interacción personal del vendedor y el cliente, no posee presencia en línea limitando la exposición e interacción con clientes actuales y potenciales con los productos y servicios del negocio. Entre las recomendaciones se encuentran ejecutar estrategias de fidelización como una buena atención, realizar descuentos y promociones que incentiven la compra; implementar varias formas de pago, plan acumulativo, tarjetas de crédito que facilite realizar transacciones con el negocio; añadir sistemas de comunicación digitales para la adecuada atención de los usuarios y mantener una adecuada imagen del local comercial.Babahoyo: UTB-FAFI. 2023Jácome Lara, Georgina2023-11-12T19:26:18Z2023-11-12T19:26:18Z2023info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis45 p.application/pdfhttp://dspace.utb.edu.ec/handle/49000/15229esAtribución-NoComercial-SinDerivadas 3.0 Ecuadorhttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Babahoyoinstname:Universidad Técnica de Babahoyoinstacron:UTB2023-11-13T08:01:25Zoai:dspace.utb.edu.ec:49000/15229Institucionalhttp://dspace.utb.edu.ec/Universidad públicahttps://utb.edu.ec/http://dspace.utb.edu.ec/oai.Ecuador...opendoar:02026-03-07T22:20:12.793910Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyotrue |
| spellingShingle | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. Mestanza Zambrano, Byron Octavio Estrategias de marketing Comercialización Productos y clientes |
| status_str | publishedVersion |
| title | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| title_full | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| title_fullStr | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| title_full_unstemmed | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| title_short | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| title_sort | Estrategias de marketing en el comercial Burbano de la ciudad de Babahoyo, periodo 2022. |
| topic | Estrategias de marketing Comercialización Productos y clientes |
| url | http://dspace.utb.edu.ec/handle/49000/15229 |