Browsing by Author "Barrionuevo Bazantes, Silvia Gabriela"

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    El marketing en la captación de los recursos financieros de los jubilados del Cantón Guaranda en la Cooperativa de Ahorro y Crédito Guaranda Limitada.
    (2016-04) Barrionuevo Bazantes, Silvia Gabriela; DT - Rubio Sánchez, Mario Cristóbal
    The study was based on the lack of information about the influence of a marketing plan on the attraction of financial resources from retired partners in the cooperative. For this purpose research strategies that scientifically support the study variables were established. The establishment of the situational diagnosis was supported by a descriptive field research and considering the characteristics of the target groups to which it was addressed. Techniques, such as, survey and interview addressed to members and department directors of the cooperative were applied. The information obtained was tabulated and presented through statistical tables and graphs of percentages in ordered to analyze and interpret then. Finished this stage, was possible to present conclusions, which, in summary, showed that it is necessary to implement communication strategies and customer-focused direct sales of products. Therfore, it is recommended to design a marketing plan focused on retired partners in several promotional packages, incentives and gifts as product added to the -interest generated by policyholders fixed- term policies, with which financial resources will be captured