El Marketing de experiencias y su incidencia en el Desarrollo de mercado de la empresa de pinturas Grafitex de la ciudad de Ambato.

Abstract

This dissertation has proposed the development of a model of experiential marketing focused to develop the market of the paint company Grafitex city of Ambato; whose main objective is to establish the incidence of Marketing Experience in Developing market to address the high level of competition in the sector, using strategies with emotional content. Referring dissertation consists of six chapters that theoretical knowledge to analyze from an empirical perspective aimed at designing experiential model is studied. From situational study of the company and its environment, was identified in the external environment (opportunities and threats) and internal environment (strengths and weaknesses) realities affecting their performance in the areas of marketing, services, logistics external, human resources and environmental responsibility, to design policies and strategies to achieve the objectives of the proposed model. In this context, the market investigation revealed essential aspects in the purchasing behavior of end customers. End customers a greater tendency to be influenced in their decision to buy based on emotional criteria. With this distinction, in order to understand the experiential marketing strategies developed and combined with information obtained from the market, Chapter 6 discusses in detail the five ways to create experiences; namely, sensations, feelings, thoughts, actions and relationships, explaining the functions of each within the proposed model.