Extensión Cañar - Administración de Empresas

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https://dspace.ucacue.edu.ec/handle/ucacue/57

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Examinando Extensión Cañar - Administración de Empresas por Asesores "Ordoñez Gavilanes , Magdalena Emilia"

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  • Miniatura
    Ítem
    Acceso Abierto
    Estrategias de comercialización para la asociación Sumak Mikuna
    (Universidad Católica de Cuenca., 2023-07-25) Jerez Morocho, Erika Nataly; Ordoñez Gavilanes , Magdalena Emilia; 0302797733
    Managing marketing processes in artisanal associative ventures is crucial because it represents a critical factor for their positioning. From this perspective, this study contemplates a strategic model for managing cereal bar marketing processes in the market of the province of Cañar-Ecuador. For this purpose, a mixed approach methodology was used, with a descriptive scope and a cross-sectional field design, considering three population strata: members of the association, owners of commercial premises, and target market, with a sample of 433 reporting agents, aspects related to the management of commercialization processes from strategic and operational marketing were analyzed. The results showed deficient processes in the association's marketing management, influencing a limited recognition within the market, therefore, in the positioning of its brand, which affects sales and profitability. On the other hand, the market shows a growing trend for consuming cereal bars with healthy ingredients, preferably from local businesses. Therefore, it is essential to establish the proposed marketing process management approach that includes strategies based on strategic marketing variables, which are viable to address the challenges of the environment and make the most of the company's capabilities. Keywords: entrepreneurship, marketing, marketing strategies, positioning.
  • Miniatura
    Ítem
    Acceso Abierto
    Estrategias de comercialización para la microempresa Muebleria Artesanal Pomavilla
    (Universidad Católica de Cuenca., 2023-09-07) Calle Muñoz , Lesly Morelia; Ordoñez Gavilanes , Magdalena Emilia; 0302386891
    The management of marketing processes in artisan ventures is essential to grow sales, increase satisfaction, build brand loyalty, adjust supply and prices, enabling positioning and competitiveness in the market. For this, the study proposes a strategic marketing model for the Pomavilla artisan furniture store, following a mixed approach methodology, with a descriptive scope, related with a field study in a population that includes three strata: potential market, local owners’ commercials and directors of the company, which survey technique and interview was applied, respectively. Factors such as strategic and operational marketing management, as well as the activities that are carried out within the framework of the commercialization of the product in a total of 410 reporting agents. The results identify deficient business management that affects profitability and puts the investment of the artisanal microenterprise at risk. Based on the findings, strategic actions are considered to improve market positioning and implement concrete actions using the marketing mix and the benefits that it provides to increase demand and strengthen product distribution activities. Keywords: marketing, marketing strategies, cottage industry, furniture.
  • Miniatura
    Ítem
    Embargo
    Tendencias actuales del marketing digital
    (Universidad Católica de Cuenca., 2024) Aguayza Mainato , Luz Patricia; Ordoñez Gavilanes , Magdalena Emilia; 0302902168
    Digital marketing contemplates a set of actions that allow the promotion of a brand in the different virtual environments favored by the development of the Internet to satisfy consumer’s needs. This study aimed to analyze from the current technological macro trends the management of digital marketing and its application in the business environment, a subject that was addressed from a bibliographic-documentary design research, with a descriptive scope, under a qualitative approach, by analyzing studies obtained from scientific information sources in 332 articles, using the PRISMA method. The results show that current macro trends such as Big Data, which involves the fast and efficient management of massive volumes of complex data, and Artificial Intelligence, which implies any program developed by humans to emulate the cognitive functions of the human brain, have a significant impact on Digital Marketing. It is concluded that implementing marketing tools creates a viable scenario for companies to enhance their marketing management to increase their customer base and provide them with greater satisfaction, with goods and services adapted to their needs and desires. Keywords: Digital marketing, consumers, big data, artificial intelligence