Diseño de estrategias de marketing social para la empresa S.O.L.C.A. en la ciudad de Guayaquil para el año 2019
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como propósito Diseñar una estrategia
de marketing social para la empresa S.O.L.C.A, para comunicar y promocionar
donaciones en la ciudad de Guayaquil en el año 2019. Esta institución oncológica
no solo da importancia al estado físico de los pacientes, sino que además atiende
los traumas psicológicos que esta enfermedad deriva. S.O.L.C.A. se financiará a
través de las personas que van a estar dispuestas a colaborar con esta institución
para ayudar a los pacientes de escasos recursos económicos. Se elaboró una
investigación de mercado en la parroquia Sucre, con el fin de recolectar
información necesaria y relevante para identificar distintas variables que inciden
en el mercado meta con relación a este problema social. Como resultado se puede
destacar que la mayoría casi en su totalidad no ha realizado donaciones al
voluntariado de Solca, el 66% nunca y el 32% casi nunca. La recolección de
información también permitido establecer los medios más adecuados para
promover la donaciones. Finalmente se concluyó con la realización de las distintas
estrategias de marketing social previamente analizadas antes de su planteamiento,
también se definió en costo de cada actividad, brindando la posibilidad de que la
misma pueda implementarse; se acepta el proyecto y se recomienda las
inversiones debido a que si existen beneficios ante las estrategias de marketing
Social, para la mencionada organización.
The purpose of this research work is to design a social marketing strategy for the company SOLCA, to communicate and promote donations in the city of Guayaquil in 2019. This oncological institution not only gives importance to the physical condition of patients, but also it also attends to the psychological traumas that this disease causes. S.O.L.C.A. it will be financed through the people who will be willing to collaborate with this institution to help patients with limited economic resources. A market investigation was developed in the Sucre parish, in order to collect necessary and relevant information to identify different variables that affect the target market in relation to this social problem. As a result, it can be pointed out that most of them almost totally did not donate to the volunteers of Solca, 66% never and 32% almost never. The collection of information also allowed to establish the most appropriate means to promote donations. Finally it was concluded with the realization of the different social marketing strategies previously analyzed before its approach, it was also defined in cost of each activity, providing the possibility that it could be implemented; the project is accepted and investments are recommended because if there are benefits to the social marketing strategies for the aforementioned organization.
The purpose of this research work is to design a social marketing strategy for the company SOLCA, to communicate and promote donations in the city of Guayaquil in 2019. This oncological institution not only gives importance to the physical condition of patients, but also it also attends to the psychological traumas that this disease causes. S.O.L.C.A. it will be financed through the people who will be willing to collaborate with this institution to help patients with limited economic resources. A market investigation was developed in the Sucre parish, in order to collect necessary and relevant information to identify different variables that affect the target market in relation to this social problem. As a result, it can be pointed out that most of them almost totally did not donate to the volunteers of Solca, 66% never and 32% almost never. The collection of information also allowed to establish the most appropriate means to promote donations. Finally it was concluded with the realization of the different social marketing strategies previously analyzed before its approach, it was also defined in cost of each activity, providing the possibility that it could be implemented; the project is accepted and investments are recommended because if there are benefits to the social marketing strategies for the aforementioned organization.
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MARKETING SOCIAL, DONACION, SOLCA