Marketing y Gestión de Negocios
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Item “El Marketing Social y su impacto en la Fidelización e incremento de los socios de la Cooperativa de Ahorro y Crédito Oscus”(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-10) Lasso Sandoval, Angélica Soraya; Peñaherrera Zambrano, Santiago XavierThe Credit Union OSCUS Ltda., Is a Company of the Financial sector that contributes to raising the living standards of our partners and customers, meeting their financial needs efficiently, being a leader in the cooperative system in the application of values and principles of social responsibility. In this research developed a very interesting and topical such as social marketing (macro) subject to the partners as defined marketing society in the awareness of people about the use of a good or service to be in good of the entire population. The data obtained from the investigation it was determined that the partners agree to undertake cooperative actions of social marketing to change ideas and behaviors in the wrong way to do the saving and investment of economic resources. So the proposal resulting from the research is to develop a social marketing plan that meets the needs of the poor and excluded members, improve the lives of the members and their families and widening the range of opportunities for communitiesItem La estrategia Below the Line y su incidencia en la participación del mercado objetivo de la Cooperativa de Ahorro y Crédito Llankak Runa Ltda(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-10) Pérez Altamirano, Clara Rocío; Flores San Martín, Emanuel AugustoTOPIC: "Strategies Below The Line and Market Share Company Group Ferretero" credit union Llankak Rune Ltda. " In the city of Ambato. The credit union Llankak Rune Ltda. Is engaged in the provision of financial services in general in the city of Ambato, it has four branches located in strategic locations in the province of Tungurahua and having its headquarters in the city of Ambato with several lines of investment to better serve its customers. This research aims to generate an alternative solution to the credit union LLANKAK Rune LTDA. achieved an increase in Market Share in the city of Ambato, therefore has determined the application of innovative strategies such as the BTL (Below The Line) strategies. Through the application of tools for collecting information as it is the survey allowed us to collect data about the need to innovate advertising strategies of the company to thereby reposition the company's image to encourage a high demand in the market. To achieve the objectives set out to create Below The Line tools to properly reach the target audience, and achieve an increase in the number of active members. Using tools below the line, it is intended to inform citizens on the competitiveness of the cooperative market also report financial products and company profitsItem La Publicidad y la colocación de Microcréditos de la Cooperativa de Ahorro y Crédito Indígeta SAC Latacunga Ltda.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-11) Tubón Quinfia, Juan Nicolás 1804496352; Santamaría Díaz, Edwin César 1801609445The credit union SAC Indian Latacunga Ltda., Is an indigenous organization of financial intermediation with social approach, aimed at improving living conditions and meet the needs and expectations of indigenous peoples, peasant and urban marginal province Cotopaxi and country; by providing comprehensive financial innovation and quality products within the Christian principles and values, constantly seeking the comprehensive and equitable development of human talent and a model of efficient administration. This research was conducted in the view that the credit union SAC Indian Latacunga Ltda., Has a reduction of loans in the market segment related to microcredit, and this is due to ignorance on the part of customers of all services and products offered by the credit union SAC Latacunga Ltda.; for this reason it was possible to determine the strategies needed to bring the best solutions that helped the Cooperative to improve your scenario, showing that the study provided very good information to benefit the Cooperative SAC Latacunga Ltda., thus being research fully justified. Also through this investigation it was determined that the credit union Indigenous SAC Latacunga Ltda., Is facing a serious problem, it is related to the decrease of microcredit, generating a market positioning of the totally inadequate company what is causing serious economic losses, the lack of customers, and low commercial development. Based on the above it could raise the necessary changes and adopt appropriate strategies, reaching structuring a design of extensive advertising strategy for Cooperative SAC Latacunga., Through an advertising campaign., The same that helped position the market and in the minds of customers the company name, services and products offered, providing appropriate information, more seductive offers and promotions that caught the attention of current and future customers in the market.Item La Publicidad y la colocación de Microcréditos de la Cooperativa de Ahorro y Crédito Indígeta SAC Latacunga Ltda.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-11) Tubón Quinfia, Juan Nicolás 1804496352; Santamaría Díaz, Edwin César 1801609445The credit union SAC Indian Latacunga Ltda., Is an indigenous organization of financial intermediation with social approach, aimed at improving living conditions and meet the needs and expectations of indigenous peoples, peasant and urban marginal province Cotopaxi and country; by providing comprehensive financial innovation and quality products within the Christian principles and values, constantly seeking the comprehensive and equitable development of human talent and a model of efficient administration. This research was conducted in the view that the credit union SAC Indian Latacunga Ltda., Has a reduction of loans in the market segment related to microcredit, and this is due to ignorance on the part of customers of all services and products offered by the credit union SAC Latacunga Ltda.; for this reason it was possible to determine the strategies needed to bring the best solutions that helped the Cooperative to improve your scenario, showing that the study provided very good information to benefit the Cooperative SAC Latacunga Ltda., thus being research fully justified. Also through this investigation it was determined that the credit union Indigenous SAC Latacunga Ltda., Is facing a serious problem, it is related to the decrease of microcredit, generating a market positioning of the totally inadequate company what is causing serious economic losses, the lack of customers, and low commercial development. Based on the above it could raise the necessary changes and adopt appropriate strategies, reaching structuring a design of extensive advertising strategy for Cooperative SAC Latacunga., Through an advertising campaign., The same that helped position the market and in the minds of customers the company name, services and products offered, providing appropriate information, more seductive offers and promotions that caught the attention of current and future customers in the market.Item La Cultura organizacional y su incidencia en la concientización del Reciclaje de materiales sólidos en los empleados de la Cooperativa OSCUS.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-11) Flores Bravo, Lenin Omar 1803233426; Herrera Herrera, José Bernardo 1102481148The credit union OSCUS Matrix office is located in the city of Ambato at Lalama 6-39 between Sucre and Bolivar; it is a company dedicated to raising the standard of living of partners and customers through financial and non-financial products without neglecting his high sense of social responsibility. It is for this reason that the research project "Organizational Culture and its impact on the awareness of recycling of solid materials in the Cooperative employees OSCUS" it performed because of the importance of recognizing and identifying the nature of the cooperative and the way to promote care for the environment through recycling. The data produced by field research indicate that it is important to correct issues with proper management of recyclable waste and a full recognition of the fundamental pillars that form the organizational culture of OSCUS and thus achieve a level of awareness for the implementation of draft. Thus, the proposal resulting from the research routed by me to create a way of disseminating organizational culture emphasizing as a fundamental pillar of Social Responsibility which aims to promote the protection of the environment both within and outside the institution her, and implementation of classification means solid materials and adequate signage for proper categorization of such wastes.Item El Marketing relacional y la Fidelización de los Clientes de la Cooperativa de Ahorro y Crédito Luz de América.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09) Palate Cholota, Edilma Nataly 1804106381; Villalba Miranda, Raúl Francisco 0500972369The credit union "Luz de América" in the city of Ambato provides financial services: Payout of human development, loans, savings accounts, children's savings accounts, international wire transfers, deposits, and other additional services, financial institution was founded six years ago in the city of Ambato, positioning itself within the province of Tungurahua. This research has focused on a rigorous study on relationship marketing for customer loyalty where it should be emphasized that for any business or company the main objective is set to obtain profitability, so it is necessary to implement tools relationship marketing to help meet their needs and gain the loyalty partner. The data obtained by survey research that were applied to the members of the cooperative consider implementing a relationship marketing plan is necessary to achieve the objectives. In this proposal Relationship Marketing plan that will allow the same customer loyalty, results that led to the design of relational marketing strategies to identify, attract, retain and regain lost customers in order to establish a relationship applies mutually beneficial to ensure their loyalty with customer satisfaction and profitability for the credit union Luz de América.Item Empoderamiento del cliente interno y la Calidad del servicio que percibe el usuario de Servipagos.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09) Torres Mayorga, Viviana Elizabeth 1804005559; Ballesteros López, Leonardo Gabriel 1802453629Servipagos is a business transaction service, started operations in 1998, provides billing and payments solutions quality, through agencies, and agents PAGO ÁGIL providing consumers with a fast and accessible service. Manages an extended number of agencies in several provinces, providing a wide coverage. Considering the problems that evidence downward transactionality this filing Servipagos, because of the quality of service is being provided to customers of the institution, a comprehensive analysis was performed for the purpose of giving the best solution. The data obtained by the research, shows that it should be emphasized that staff it feels important part of the institution and to be qualified for more better way, so they can promptly to resolve the requirements presented in the every day of the performance of their duties. The benefits to be obtained through the empowerment plan of internal customer is given the opportunity to employees to make their own decisions, based on the communication, corporate responsibility training, knowledge confidence that eventually the institution has provided him with the clear objective of improving the quality of service. Seeing themselves reflected all the effort in the external customer satisfaction, undoubtedly.Item La Comunicación interna y su incidencia en la Productividad de la Cooperativa de Ahorro, Crédito y Vivienda La Merced Ltda., en la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09) Ramos Guerrero, Evelin Magaly 1804242111; Arcos Naranjo, Gissela Alexandra 1803190816The Cooperative of Saving and Credit La Merced Ltda., Ambato's city, from his beginnings it has devoted itself to offer services of saving and credit, the same ones that great acceptance has in the population already be in the different areas and social groups since they are: men, women, children. This research project was proposed in order to thoroughly study the existing problems and provide timely and adequate solution without communication because we can not set us on the same address. Undifferentiated economic levels of people whether they are in medium and high The information obtained in the field investigation reveals that the communication between employer and employees is very weak what it has caused understood villains and that little by little deteriorates the teamwork and affects in the performance of the personnel. It is for this reason that the present work of investigation has focused in realizing a wide analysis, and the reality of his environment, with the intention of establishing a plan of training, putting the necessary tools in order that the labor policies are of easy understanding; in order that it does not affect the performance of the internal personnel and difficulty does not exist in fulfilling them in order that the worker develops his potential and contributes with the growth of the Company. Due to this study, the investigation focused on the development of the plan of training directed the clerical staff and employees of the Cooperative of Saving and Credit La Merced Ltda.Item Estrategias de crecimiento intensivo y su incidencia en la Fidelización de los socios de la Asociación Mutualista Ambato de la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-10) Villaroel Quispe, Gabriela Tatiana 1804667390; Mejía Vayas, Carlos Vinicio 0400730693Mutualista Ambato, is a financial institution controlled by the Superintendency of Banking and Insurance ; for 49 years he has been building the dreams of ambateños through savings and credit for housing. Currently the main business of Mutualista Ambato are related to housing finance , micro credit and consumer credit. While the funding of the institution comes mainly from demand deposits and time deposits captured thousands of customers view. With this research is expected to maintain long-term relationships with existing partners through loyalty programs to enable paths Institutional meet long-term objectives such as: Strengthening the financial structure enabling sustained growth, loyalty partners and customers, management and process management based on risk and quality standards and management of human talent based on skills The data produced by the research highlight the Mutual Ambato for many years has not launched new products or services to be in line with the changing environment and the needs of its target segments. It is proposed to apply intensive growth strategies with this Mutualista Ambato develop new loan products that will improve their competitive position and also a better performance in the market, identifying potential customers and to improve its profitability catching.Item Los Códigos QR como Ventaja competitiva en el mercado para la Cooperativa de Ahorro y Crédito Pakarymuy de la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07) Cajahuisca Yanchatuña, Mónica Alexandra 1804650628; Medina Chicaiza, Ricardo Patricio 1802333276The credit union Pakarymuy is located in the city of Ambato, in Sucre 521 and Martinez Avenue, is a company that is within the financial system dedicated to the provision of money still important source of economic and social development sectors urban and rural. This research has focused on making an internal and exte rnal analysis of the company, in order to publicize their services through a clear and quick advertising through an innovative advertising medium but if it is available to customers or partners. According to field research applied to members of the financial institution we can say that this research is directed to select the services that the credit union Pakarymuy to be designed using QR codes as QR codes are means to wake curiosity on the part of the partners, achieving leverage the steady increase in the use of smartphones. Research previously executed a proposal to mention the advertising campaign of the bank based on QR codes thanks to current technological advances is a tool for sales, marketing and advertising arises because such codes can be scanned from almost any phone camera and internet.