Ciencias Administrativas

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/886

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20161

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Autor/a: search.filters.author.Arias Mantilla, César AdriánTema: search.filters.subject.BTL

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    Item type:Ítem,
    Estrategias BTL y su incidencia en la Fuerzas de Venta en la Cooperativa de Transportes y Turismo Baños, del cantón Baños, provincia de Tungurahua.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2016-03)
    Arias Mantilla, César Adrián
    ;
    Verdesoto Velasteguí, Oswaldo Santiago
    Cooperative Transport Baths is an Ecuadorian trucking company with 27 agencies throughout Ecuador, providing care with high standards of quality, service and technology, and a modern fleet, which shows the great operational capacity in addition to its commitment with the country and community in the different routes and frequencies driving the development and fostering communication continuously and permanently with safety, comfort, punctuality and ensuring compliance in the sending and receiving parcels and money charge This research project aims to contribute to improving the advertising management in the Cooperative Transport and Tourism Canton Baths Baths. General objective is to investigate BTL strategies that affect the sales force and that currently is in a very competitive environment so it is necessary to seek innovation not only in service but also in the different ways to get the message to the client. Through field research, through the technique of the survey of partners, staff and clients it was evident that the BTL strategies currently applied are deficient. In addition, customers have not participated in any type of promotion to improve its market position today, which shows that if we planned and implemented some kind of promotion and advertising were not appropriate since they did not capture the customer's attention. In the proposal it puts forward posters, POP, raffles, sponsorships, banners, the same that will support the sales force and positioning of the brand in the consumer's mind was designed.