La Gestión Administrativa orientada al marketing mix de la empresa “Flowers Mers”.

The present research work entitled; administrative management oriented to the marketing mix of the company “Flowers Mers”. It was evident that the company administratively works empirically based on the experience and intuition of the owners. Furthermore, the company does not have the ability to set prices because large exporting companies have control of the market, including costs and promotions for the sale of summer flowers, which generates a monopoly situation. Thus, the lack of knowledge of the market has had a negative impact on the sales of the company “Flowers Mers”, therefore, this study aims to; Determine the context of administrative management based on the marketing mix of the “Flowers Mers” florist in the Guaytacama parish. For this, a qualitative methodology was applied that included the participation of the owner of the company. The results showed that flower shops exhibit a wide range of summer flowers with the absence of tariff levies and distribution channels while the others represent a decrease in market share. In administrative management, most of these companies apply the processes of said variable unconsciously (planning, organizing, directing and controlling). Therefore, it is concluded that the florist “Flowers Mers” works empirically; which implies that the company does not apply the marketing mix adequately.

• Հիմնական հեղինակ: Almachi Cabascango, Lisbeth Estefania (author)
• Այլ հեղինակներ: Sánchez Jácome, Brisa Aracely (author)
• Ձևաչափ: bachelorThesis
• Լեզու: spa
• Հրապարակվել է: 2023
• Խորագրեր: MARKETING MIX; GESTIÓN ADMINISTRATIVA; CANALES DE DISTRIBUCIÓN; PARTICIPACIÓN DE MERCADO; MARKETIMG O MERCADOTECNIA
• Առցանց հասանելիություն: http://repositorio.utc.edu.ec/handle/27000/11160