Influencia del Marketing social en la gestión de desechos sólidos en talleres automotrices Chevrolet de automotores continental s.a. de la ciudad de Guayaquil
Fecha
2016
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Editor
Universidad de Guayaquil
Resumen
El proyecto de titulación desarrolló el “Diseño de estrategias de Marketing social para
gestionar los desechos en talleres automotrices CHEVROLET de Automotores Continental
S.A.” ubicada en el cantón Guayaquil, provincia del Guayas. La Empresa Automotores
Continental S.A. desarrolla sus actividades en el sector automotriz como un concesionario de
General Motor (GM) dedicada a la comercialización de vehículos, servicios de posventas y
repuestos. El presente trabajo se convierte importante, debido a que se buscará fundamentar
las estrategias de marketing social para que esta industria automotriz pueda gestionar sus
desechos sólidos que se generan principalmente de las actividades de mantenimientos
preventivos y correctivos que se efectúan a los vehículos automotores que se atienden en sus
talleres.
Para cumplir con el objetivo principal de este trabajo de investigación se efectúa una
investigación descriptiva, que permita conocer el tratamiento de los desechos sólidos que se
tiene en los talleres, utilizando como herramienta la técnica de la encuesta, cuyo cuestionario
se diseñó con preguntas que permitan conocer el comportamiento de las variables
independiente y dependiente. Los resultados de la encuesta permitieron hacer un análisis por
cada una de las preguntas, y de esta forma sustentar la propuesta de las estrategias de
marketing social, llegar a conclusiones y recomendaciones.
The titling project developed the "Design Social Marketing strategies to manage waste in automotive workshops Continental Automotive CHEVROLET S.A." located in the Canton Guayaquil, Guayas province. Continental Automotive Company S.A. It operates in the automotive sector as a dealer of General Motor (GM) dedicated to the marketing of vehicles, after-sales services and spare parts. This work becomes important, because they seek to substantiate social marketing strategies for the automotive industry to manage their solid waste are generated mainly from the activities of preventive and corrective maintenance that are made to vehicles that are served in their workshops. To meet the main objective of this research descriptive research, designed to show the treatment of solid wastes have in workshops, using as a tool the technique of the survey, the questionnaire was designed with questions that will be carried out know the behavior of the independent and dependent variables. The results of the survey allowed an analysis for each of the questions, and thus support the proposal of social marketing strategies, conclusions and recommendations.
The titling project developed the "Design Social Marketing strategies to manage waste in automotive workshops Continental Automotive CHEVROLET S.A." located in the Canton Guayaquil, Guayas province. Continental Automotive Company S.A. It operates in the automotive sector as a dealer of General Motor (GM) dedicated to the marketing of vehicles, after-sales services and spare parts. This work becomes important, because they seek to substantiate social marketing strategies for the automotive industry to manage their solid waste are generated mainly from the activities of preventive and corrective maintenance that are made to vehicles that are served in their workshops. To meet the main objective of this research descriptive research, designed to show the treatment of solid wastes have in workshops, using as a tool the technique of the survey, the questionnaire was designed with questions that will be carried out know the behavior of the independent and dependent variables. The results of the survey allowed an analysis for each of the questions, and thus support the proposal of social marketing strategies, conclusions and recommendations.
Descripción
Palabras clave
MARKETING, MARKETING SOCIAL, DESECHOS SÓLIDOS