Marketing y Gestión de Negocios
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Item "El Marketing logístico y el volumen de Ventas de la empresa Representaciones J. Leonardo Soria L. CA de la ciudad de Ambato”(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-10) Zapata Almeida, César Fernando; Miranda López, Rodrigo FernandoThe company Representations J. Leonardo Soria LCA, is dedicated to the marketing and distribution of consumer products in the Midwest, supported by brands such as: Nestle, Kimberly, Johnson & Johnson, Colgate Palmolive, Isabel, La Fabril, etc. The problem that has been going through the company Representations J. Leonardo Soria L. CA, is the slow-moving inventory of the product portfolio through the problem tree method causes that led to the problem is determined, and possible effects that lead to the company if an urgent solution is given. The results of field research applied to internal and external customers, indicate that it is important to pay attention to several aspects of Marketing Logistics handled the company and addressed to the strategies that are being proposed are not applied properly so it is relevant aspects important to correct. So the proposal resulting from the investigation becomes a key to the implementation of a plan of Marketing Logistics in the company for greater customer satisfaction factor, with which the company managed to position in the marketItem La publicidad y su efecto en el posicionamiento del producto Chocho Salaito de la empresa Nutri-Productos en la ciudad de Ambato(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2016-02) Peñaloza Flores, Guido Tobías; Solís Jiménez, Ninfa EileenNutri Products Company in the city of Ambato, started its operation seven years ago as a small family business in the craft sector dedicated to the production and marketing of grain chocho, under the brand CHOCHO SALAITO, the same as is currently threatened by increased competition offering the same or similar products offered by the company. It is for this reason that this research has focused on making a comprehensive analysis of internal and external business environment, in order to establish, with the help of Web 2.0, a strategy of Social Media Marketing permitting product positioning in the minds of consumers and in turn achieve business success. The data obtained from surveys of prospects and external customers, helped determine that it is important to correct issues such as the neglect of advertising, promotion and image of the company, since the majority of customers and workers believe are factors that would improve the current situation of the company. So the proposal resulting from the investigation I address myself to identify and design a plan social media marketing to position the brand CHOCHO SALAITO, since the use of this tool allows knowing the product through the creation of a Fan Page on which will help us to interact directly with customers in a fast, effective and above all economically.Item “La Psicología del Consumidor y su incidencia con la captación de clientes en el establecimiento de comida rápida Ally Fried Chicken.”(Universidad Técnica de Ambato, Facultad de Ciencias Administrativas, Carrera de Marketing y Gestión de Negocios, 2015-12) Caiza Flores, Doris Gabriela 1804458881; Santamaría Freire, Edwin Javier 1802931426Ally Fried Chicken is a company which is dedicated to prepare and sell fried chicken, its approach about the decoration of this establishment is based on european colors in order to catch the salasacas' population attention. Actually, this company is legally constituted by its owners. The products that Ally Fried Chicken mostly offers to the customers are a combination of dishes with fried chicken. The importance of doing this study about Psychology's costumers let to generate sources of information that involve a variety of process that the customers take before chose the product, their motivations or influences. Also, after the costumers' chose, the level of satisfction through the analysis of the human being's behaviour. The problem by which traverses the food establishment Ally Fried Chicken is given by the weak knowledge of consumer behavior and this results in lower sales, a weak market position and low uptake of the product, this how come a point where the establishment will no longer be profitable and would have to stop performing its business. The purposal is based on the development of a strategic marketing plan that cover an analisys of PESTEL, PORTER and CANVAS that are esential to catch customers'attention through the develpment of new products and aplication of services.Item La administración del marketing social del Bancodesarrollo de los pueblos S.A. Agencia Ambato y su impacto en el desarrollo comunitario del sector de Quisapincha(Universidad Técnica de Ambato, Facultad de Ciencias Administrativas, Carrera de Marketing y Gestión de Negocios, 2016-01) Idrovo Larreátegui, Emilio José 1803810835; Jiménez Castro, Wilson Fernando 1803098126The Bancodesarrollo of SA Peoples., Is a financial institution devoted to place and receive resources to be focused for any kind of economic activity focused on rural and marginal urban areas providing financial products according to the needs of customers, always preponderating development local and community sectors to which is addressed, the same that is located in Tungurahua - Ambato in direction, November 12 and Ayllon. This research was conducted to solve even problems that do not apply adequate social marketing within the organization and outside it, cause the community Quisapincha cannot have a significant community development, in other words that the community can have a decline economic developer in the population because it is not properly managed financial resources granted. The methodology used for the investigation of the present work, has been the Field investigation since it allowed to enter in touch with the problem by means of the summary of the information across the survey; other one is the Bibliographical Investigation the one that compiled the bibliographical information to categorize the variables. The results obtained on having applied campaign of social marketing that was helping us to develop to the communities by means of technical knowledge therefore the results it will be that Bancodesarrollo's credit portfolio that is placed in Quisapincha's zone focused as best as possible to be able to carry out the personal and community projects for the development supported of the community.Item Marketing 2.0 y el Turismo en el Centro Turístico Quillán del cantón Píllaro.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-12) Constante Córdova, Ximena Maribel 1804520961; Ramos Viteri, Eufemia Alejandrina 1804085505Quillán the resort is dedicated to providing tourist services offering a variety of activities and places to enjoy in the midst of nature. It is for this reason that the present research project has focused on undertaking a comprehensive analysis of internal and external environment in order to develop strategies for digital communication to enable it to improve the quality of life of the inhabitants of the sector. The results obtained in the field research applied to customers, indicate that it is important to address issues such as the relationship of tourism and marketing through social networks, so it is necessary to use new technologies to position the Resort Quillán in the tourism market. To end the research proposal is focused on design and establish a marketing plan 2.0 based on communication strategies that will enable the company to generate high-value content for the user and that it can interact with the Quillán Resort, allowing offer daily information to the market, because it is a digital tool to attract customers and prospects, for it has posted images of where the different social networks, the main Facebook, Twitter and YouTube, so the Quillán Resort have greater influx of tourists and to improve the quality of life for service providers.Item Marketing social y su impacto en el Servicio al cliente del Sistema Municipal de Estacionamiento Rotativo Tarifado (SIMERT) de la ciudad de Ambato(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-11) Sánchez Andaluz, Mario Gustavo 1802707735; Ríos Lara, Geovanny Fabricio 1803081296The application of SIMERT is to ease traffic congestion exists for the user, since hardly understands the impact and benefit of this system, for it is of utmost importance to implement strategies, technological sources of communication that encourage the user to an attitudinal and behavioral change With this service, to minimize the impact and generally all citizens is sees beneficiary. This research helps to solve only by a research unit responsible user and are involved directly receiving services SIMERT is why the company will have a prestige to be part of the solution that many yearn ambateños and achieving goals in implementing the Social marketing and strengthen the company efficiently and effectively to make known the rules and are applicable through social marketing way. In conducting this research it was possible to diagnose the current situation of the users that are part of the municipal system of tariff rotary parking (SIMERT) mostly emphasize make a marketing communication to be well informed of services and report that it would help to have perform the service they buy. Precisely the proposal resulting from the research I turn my me for a Social Marketing Plan in customer service Municipal Parking System Rotary tariffed (SIMERT) of the city of Ambato, as a tool for their potential service and to inform users thereof by diffusion through different channels of communication existing within the canton and includes a restructuring of air service as customer service, education, counseling, evaluation and control in order to achieve the objective raised in this thesis.Item Estrategias de mercado y el Posicionamiento de la Línea Exel de la empresa Tenería Díaz en la ciudad de Ambato.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-11) Morejón Castro, Mariela Viviana 1804338554; Jiménez Silva, Walter Ramiro 0501797351The company "TENERIA DIAZ" has been engaged for years in the production of leather footwear and leather is the Exel among others, thanks to the initiative of Mr. Patricio Diaz, who brings capital and labor to make up that company, which has been growing since its opening, it has slowly gained some space in the market. This research makes a comprehensive analysis of the external environment of the company in order to establish market strategies to improve marketing Exel leather. The research data applied to external customers of the company show that it is important to implement strategies to improve market positioning Exel line in this respect will guarantee excellent results in the future. So the research proposal resulting from a marketing plan to improve the level of sales is identified, through improved sales processes, maintaining a high level of quality and improve each of the steps which are performed for production Exel of the line and improve sales by raising the income level of the company.Item El Marketing de guerrilla y el Posicionamiento de la marca de la empresa de embutidos Don Jorge de la ciudad de Latacunga.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-10) Romero Ardila, Soraya Lorena 0503319782; Peñaherrera Zambrano, Santiago Xavier 1802246346sausages for over 10 years, during which it has focused on producing the consumption needs of the customers, and is in search of strategies for recognition brand. Within the present research is to implement the use of guerrilla marketing through social networks that allow deploy a competitive advantage in the market and allowing it to be a leading company in the downtown area of the country while positioning the brand Don Jorge sausages in the minds of current and potential customers. Through surveys of customers of the company's Sausages Don Jorge themselves that are mostly dealers and end of which consumers have been able to obtain relevant data on which it has identified that there is a large deficit in terms of positioning the brand in the minds of customers. After performed the analysis of the data collected, it was determined that the creation of a marketing plan guerrilla through social networks like facebook, twitter and youtube allowing greater interaction with users so that they allow positioning the brand of sausages Don Jorge.Item Las Estrategias del marketing social y la percepción de la Imagen de la Liga Deportiva Cantonal de Salcedo.(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-09) Palomo Chávez, Cristhian Germán 0503003824; Ballesteros López, Leonardo Gabriel 1802453629Liga Deportiva Cantonal de Salcedo is a public institution that offers citizenship training various sports. It was founded on May 4, 1946.With the passage of time the image of the Cantonal League has been declining due to the few positive results and the abandonment of the institution by young fans and spectators. The data obtained through field research applied to internal and external customers of the institution indicate that social marketing goes unnoticed causing major problems in all areas and especially in the perception of the image of the institution as the leaders have passed through the institution did not take the Liga Deportiva Cantonal de Salcedo as an entity that benefits the physical and mental health of youth but only as a sporting institution. With the results we have seen the need to propose a plan of social marketing for Liga Deportiva Cantonal de Salcedo, designing strategies to improve the perception of the image of the Liga Deportiva Cantonal de Salcedo. Therefore this research project has focused on an analysis of the internal and external environment of the institution, in order to develop strategies to improve the perception of the image of Liga Deportiva Cantonal De Salcedo.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.