Diseño de estrategias de marketing para la fidelización de los clientes de la farmacia Palma de la ciudad de Guayaquil 2021
Fecha
2021
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Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
Los negocios de la actualidad usan acciones de marketing como herramienta fundamental dirigida a los clientes, para poder mejorar la rentabilidad a través de la venta eficaz de sus productos o servicios; esto se ha ido representando de esa forma desde los inicios de la humanidad definiendo a estas acciones como marketing siendo el mismo el corazón del mercado, para logar sus objetivos planteados han usado medios de comunicación hasta evolucionar con el internet y las redes sociales como el espacio número uno para poder promocionar o publicitar productos o servicios mediante estrategias de fidelización, de crecimiento, segmentación de mercado, marketing mix, análisis FODA entre otros conceptos. En la actualidad hay demasiadas empresas que emprenden como intermediarios, minoristas y mayoristas ofreciendo al consumidor guayaquileño variedades de medicinas internacionales como nacionales; logrando mayor rentabilidad a las grandes cadenas farmacéutica y perjudicando a las farmacias tradicionales. No obstante, no se puede descartar las acciones de marketing más tradicionales ya que por la desigualdad económica de muchos lugares no cuentan como servicio prioritario el internet. En el presente trabajo investigativo se emplearon metodología cuantitativa, descriptiva y método deductivo entre otros, aplicando como instrumento principal la encuesta que se realizó a 232 clientes de la Farmacia Palma, desarrollando la viabilidad del proyecto mediante el implemento correcto de estrategias de marketing que ayuden a la fidelización de los clientes del negocio.
Today's businesses use marketing actions as a fundamental tool aimed at customers, in order to improve profitability through the effective sale of their products or services; This has been represented in this way since the beginning of humanity, defining these actions as marketing, being itself the heart of the market, to achieve their objectives they have used communication media until evolving with the internet and social networks as space number one to be able to promote or advertise products or services through loyalty strategies, growth, market segmentation, marketing mix, SWOT analysis among other concepts. Currently there are too many companies that start as retail and wholesale intermediaries offering the Guayaquil consumer varieties of international and national medicines; achieving greater profitability for large pharmaceutical chains and harming traditional pharmacies. However, the more traditional marketing actions cannot be ruled out since, due to the economic inequality of many places, the internet does not count as a priority service. In the present research work, quantitative, descriptive and deductive methods were used, among others, applying as the main instrument the survey that was carried out with 232 clients of the Palma Pharmacy, developing the viability of the project through the correct implementation of marketing strategies that help the loyalty of business customers.
Today's businesses use marketing actions as a fundamental tool aimed at customers, in order to improve profitability through the effective sale of their products or services; This has been represented in this way since the beginning of humanity, defining these actions as marketing, being itself the heart of the market, to achieve their objectives they have used communication media until evolving with the internet and social networks as space number one to be able to promote or advertise products or services through loyalty strategies, growth, market segmentation, marketing mix, SWOT analysis among other concepts. Currently there are too many companies that start as retail and wholesale intermediaries offering the Guayaquil consumer varieties of international and national medicines; achieving greater profitability for large pharmaceutical chains and harming traditional pharmacies. However, the more traditional marketing actions cannot be ruled out since, due to the economic inequality of many places, the internet does not count as a priority service. In the present research work, quantitative, descriptive and deductive methods were used, among others, applying as the main instrument the survey that was carried out with 232 clients of the Palma Pharmacy, developing the viability of the project through the correct implementation of marketing strategies that help the loyalty of business customers.
Descripción
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Palabras clave
MARKETING, ESTRATEGIAS, FIDELIZACIÓN AL CLIENTE
Citación
APA