Extensión Cañar - Administración de Empresas
URI permanente para esta comunidadhttps://dspace.ucacue.edu.ec/handle/ucacue/57
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Examinando Extensión Cañar - Administración de Empresas por Materia "Asociación"
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Ítem Solo Metadatos Estrategias de marketing para la Asociación Artesanal Hatun Ayllukuna(Universidad Católica de Cuenca., 2022) Acero Zaruma, Lourdes Josefina; Ordoñez Gavilanes, Magdalena Emilia; 030240191-4Marketing management refers to strategies that contribute to positioning, emphasizing on adapting product, price, promotion, and market place variables based on needs tastes, and requirements of the marketing demand. This research aims at designing marketing strategies for positioning the Hatun Ayllukuna handicraft association, carried out in the rural area in the canton of Cañar-Ecuador. A mixed approach research with a descriptive scope and field design was carried out, where the survey technique was conducted using a questionnaire applied to two reporting agents: members and target market, where a probabilistic sampling was employed. The results showed weaknesses in administrative and marketing management processes where 87% of the target market drinks beer, 81% likes artisanal beer and only 21% drinks it; loyalty to a particular brand is not identified in the market. In conclusion, the organization is not positioned as a result of a low marketing application and investment, mainly due to poor management when advertising, missing the opportunities that currently, technological media and social networks provide. Therefore, strategies to differentiate quality and taste at competitive prices are proposed to improve marketing communication level. Keywords: strategies, marketing, association, positioning.Ítem Solo Metadatos Estrategias de marketing para la asociación sumak mikuna(Universidad Católica de Cuenca., 2022) Tenezaca Pinguil, Gladys Verónica; Castillo Castillo, Deisy Carolina; 030287809-5Nowadays, marketing strategies are a key element to achieving competitiveness in any organization-regardless of its nature and size- since its particular functions help to identify consumers’ needs and preferences, advertise the products or services they provide, attract potential customers or retain existing ones, and direct the company towards the market, thus guaranteeing its organizational development and sufficiency to undertake actions aimed at satisfying these needs and preferences. The objectives of this article seeks to make a diagnosis at the Sumak Mikuna Association of El Tambo Canton- Ecuador, in order to establish marketing strategies to improve its positioning in the market under quantitative and qualitative approaching techniques. The study is basically descriptive and transversal since it focuses on collecting clients’ and managers’ opinions present in reality. The results show the importance of basing marketing strategies on psychological and socioeconomic aspects that condition consumers’ purchases. To conclude, consumers always keep quality in mind as a prevailing issue, so these strategies must be appropriate to achieve the goals of the association. Keywords: strategies, marketing, association, market.
