Ciencias Administrativas

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

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2015 - 20186

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Tema: search.filters.subject.MARKETING DE GUERRILLA

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Mostrando 1 - 6 de 6
  • Miniatura
    Item type:Ítem,
    Marketing de guerrilla en los centros comerciales de Ambato: incidencia en la publicidad de los usuarios
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-09)
    Sailema Palate, Laura del Pilar
    ;
    Quisimalín Santamaría, Hernán Mauricio
    Ambato is one of the most commercial cities in the central zone of the country. The commercial centers of the city of Ambato have been dedicated to the leasing of commercial premises, offices and gymnasiums for this reason it is necessary to carry out an investigation on what strategies to apply in the shopping centers to improve the advertising that is directed to the users of the city. Therefore, it was necessary to see the object of study and its important characteristics of how customers and buyers can be in the different market areas and organizations, looking for the correlation in which the variables are associated, also, it was theoretically based on Guerrilla Marketing promotes the economic development of shopping centers, the current situation of shopping centers was diagnosed. Likewise, the research used a theoretical methodology where the qualitative approach was used because the information obtained served as the basis for the elaboration of the theoretical framework, establishing a relationship between the study variables. In addition, the survey was used as an instrument to collect numerical and statistical information to obtain necessary information and determine the factors by means of numbers obtained according to the tabulations made at the Institution where the problem is evidenced and, above all, with the study SPSS computer As a result, the development of each idea attracts the attention of customers and consumers, for its application, it is necessary that operators, installers and staff of the shopping centers feel committed for what they are creators of new economic resources and welfare of the community.
  • Miniatura
    Item type:Ítem,
    “El marketing de Guerrilla y la cuota de mercado de la empresa Granitos Israel de la ciudad de Ambato”.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Marketing y Gestión de Negocios, 2015-11)
    León Tovar, Jonathan Damián
    ;
    Miranda López, Rodrigo Fernando
    The company Granites Israel, is dedicated 8 years to the sale of finished granite construction specifically, time when placed on the market quality products to meet market needs, generating a sales process and highly competitive positioning. Thus generating new business opportunities has determined the need to change based on the generation of new benefits by promoting marketing strategies to establish guerrilla marketing techniques to improve market share and market position. In the research process the data yielded allowed the implementation of population surveys established allowed to meet the needs of field and get a better participation in the environment, so that competitive actions stated in this sense it is concluded that there is no guerrilla marketing plan to promote the revitalization of the brand image in the environment affecting the investment. In this regard it is proposed to establish a plan for guerrilla marketing in which each of the actions are aimed at generating maximization of corporate image in order to access customer loyalty in the middle and to position itself as a benchmark of quality and service the construction industry.
  • Miniatura
    Item type:Ítem,
    El marketing de guerrilla y su incidencia en la participación de mercado de la Cooperativa de Ahorro y Crédito Chibuleo Ltda. de la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2016-01)
    Yansaguano Chango, Marco Orlando
    ;
    Saltos Cruz, Juan Gabriel
    The credit union Chibuleo Ltda Was born on January 17, 2003, the result of an inspiring and 27 young people no older than 20, those who, having nothing, gathered their thoughts and ideas in the search for a firm direction relieve their shadows and torments in difficult times when the less privileged classes of our country were surrounded. The importance of this research is determined by the use of strategies that are inexpensive and effective as guerrilla marketing, powerful and short-lived. The Cooperative is not being effective in terms of advertising in public places, so that there should be an analysis of the communication process and identify what is not working well. This research aims to increase awareness and implementation of a guerrilla marketing campaign, generating students the ability to perform analysis of alternative strategies within a specific market segment.
  • Miniatura
    Item type:Ítem,
    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 1802246346
    sausages 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.
  • Miniatura
    Item type:Ítem,
    Street Marketing y su influencia en la confianza de los Socios de la Cooperativa de Ahorro y Crédito Allí Pushak del cantón Pelileo.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Morales Sánchez, Morelia Teresa 1804326427
    ;
    Jordán Vaca, Jorge Enrique 1803079761
    The credit union Allí Pushak There is an institution that provides financial services with agility, responsibility, solidarity, transparency and credibility in order to help solve socio-economic problems contributing to the development of Good Living. It is important to maintain trust between the partners to maintain communication and satisfaction for this reason this research focuses on making a model of Street Marketing a type different from traditional advertising. The results show that the partners trust in this institution but need to strengthen it by implementing the actions of the Street Marketing. This research focuses on designing a model that allows STREET MARKETING, increase confidence, attracting new members, provide information to current and potential partners through innovative advertising different from currently occupying the urban areas of the city of Pelileo like the manhole covers, crosswalks, sewer drains, Trashcans, trees, parks and seats lampposts these actions will impact passers generating attention and rumor among them achieving free distribution.
  • Miniatura
    Item type:Ítem,
    Marketing de guerrilla y su incidencia en la Participación del mercado en la empresa Cinemark en la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-06)
    Moreno Ponce, Andrea Gabriela 1600400178
    ;
    Ramos Viteri, Eufemia Alejandrina 1801085505
    Since March 31, 2012, the Cinemark chain is the third largest in the United States with 298 movie theaters and 3,895 screens in 40 states. This chain of movie theaters is geographically diverse in Latin America with 161 movie theaters and 1,286 screens in 13 countries; It is the fourth largest chain of cinemas in Mexico. Cinemark is also awarded as the second largest chain of cinemas internationally. 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 strategies to increase market share and meet the expectations of guests from all manner providing visual quality, comfort and care in an atmosphere of security, respect and care; value they generated attracting, motivating and developing the best employees and operating effectively, efficiently and cost effectively The data produced by field research applied to customers of the company, indicate that it is important to address issues such as the use of new guerrilla marketing strategies that help to quickly reach the target audience. So the proposal resulting from the investigation routed by me to identify and design strategies aimed guerrilla marketing to existing and potential customers, through innovative means such as ambush marketing, viral marketing and buzz marketing.