Estrategias de marketing y el comportamiento de los consumidores de marcas importadas de Marathon
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto se basa en la implementación de estrategias de marketing para aumentar las ventas de marcas importadas del local Marathon de la ciudad de Guayaquil. Para esto, fue necesario fundamentar teóricamente las estrategias de marketing, a través de una exposición y análisis de los temas relacionados, como el marketing, marketing mix, marketing estratégico y las estrategias. Del mismo modo, para poder verificar si estas estrategias eran necesarias, se realizó una investigación de mercado que permitirá recaudar datos s y opiniones de la empresa. En los datos obtenidos, se pudo constatar que gran mayoría de los clientes que frecuentaban la tienda, no percibían publicidad dentro de la empresa, y desconocían promociones y productos, por lo que era esencial, establecer estrategias de marketing. Luego de haber interpretado la investigación, se creó un plan de acción para poder ejecutar y cumplir las estrategias de marketing adecuadas, que permitieran atraer al cliente e incentivarlo a adquirir los productos importados de la empresa Marathon, con el fin de aumentar las ventas y, por ende, sus ingresos.
The present project is based on the implementation of marketing strategies to increase the sales of imported brands of the local Marathon of the city of Guayaquil. For this, it was necessary to theoretically base the marketing strategies, through an exhibition and analysis of related topics, such as marketing, marketing mix, strategic marketing and strategies. In the same way, in order to verify if these strategies were necessary, a market investigation was carried out that will allow to collect data and opinions of the company. In the data obtained, it was possible to verify that a large majority of the customers that frequented the store, did not perceive publicity within the company, and were unaware of promotions and products, so it was essential, to establish marketing strategies. After having interpreted the research, a plan of action was created to be able to execute and to fulfill the appropriate marketing strategies, that allowed to attract the client and incentive it to acquire the imported products of the Marathon company, in order to increase the sales and, therefore, their income
The present project is based on the implementation of marketing strategies to increase the sales of imported brands of the local Marathon of the city of Guayaquil. For this, it was necessary to theoretically base the marketing strategies, through an exhibition and analysis of related topics, such as marketing, marketing mix, strategic marketing and strategies. In the same way, in order to verify if these strategies were necessary, a market investigation was carried out that will allow to collect data and opinions of the company. In the data obtained, it was possible to verify that a large majority of the customers that frequented the store, did not perceive publicity within the company, and were unaware of promotions and products, so it was essential, to establish marketing strategies. After having interpreted the research, a plan of action was created to be able to execute and to fulfill the appropriate marketing strategies, that allowed to attract the client and incentive it to acquire the imported products of the Marathon company, in order to increase the sales and, therefore, their income
Descripción
Palabras clave
MARKETING, ESTRATEGIAS, COMPORTAMIENTO, CONSUMIDOR