MAGÍSTER EN COMUNICACIÓN Y MARKETING

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    CARACTERÍSTICAS Y CONCEPTUACIÓN DE LA LEALTAD EN LOS MILLENNIALES: UNA REVISIÓN DE LA LITERATURA
    (2019-07-13) Coello García, María Lissette.; Vega Chica, Mayra Liuviana
    This research is mainly based on the literature review on Millennials and loyalty. Indeed, is conceptualized both constructs and the characteristics of such generational group. Actually, the elements were identified, according to the context, that generate the loyalty in the Millennials, based on previous recent studies during the last 5 years using the Scopus database. It is important to indicate that to complement this research on Millennials and loyaly concepts, Redalyc and Google Academic databases were also used. Therefore, it is determined that Millennials are consumers loyal to the brand whose goods or services have added value that makes them feel identified with their personality, where the key construct is communication
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    PLAN DE MARKETING DE ELECNA, UNA EMPRESA DE TELECOMUNICACIONES EN ECUADOR
    (2019-01-13) Sobarzo Buenaño, Lucy Raquel; Pesantes Burgos, Virgilio
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    PLAN DE MARKETING PARA LA EMPRESA “PROQUILARV S.A” DE LA CIUDAD DE GUAYAQUIL, PROVINCIA DEL GUAYAS
    (2019-03-13) Guerrero Santos, STEFANIE ELIZABETH; Mariño Guime, Katherine Maribel; Pesantes Burgos, Virgilio
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    FACTORES AL ELEGIR ACEITES COMESTIBLES POR AMAS DE CASA UBICADAS AL NORTE DE GUAYAQUIL
    (2019-03-13) Cabello Basurto, Valeria Elizabeth; Almeida Quezada, Mercedes Gabriela
    The present article has the objective to analyze the perception and habits that have some women, whom live in the north of Guayaquil to choose a brand or type of oil for consumption in their families. We will know some important facts that motivate them to take the purchased decision in the stores, checking important data of Scientifics´ resources, brand strategies most acknowledge by an investigation with explorative type, we can recognize how they are familiarized with that resources. Checking that in the north of Guayaquil, the housewives had the ages rank from 20 to 35 years old, having the 54% of the women whom visit a supermarket, this target is the same that had bad habit eating fast foods. Girasol oil is taking advantage of the market with the 29% of preference by their healthy seeds, changing their decision against the traditional Soy oil. The tendency can be changed due to new scientists’ studies that present another healthy and cheap oil to the market, for that reason, is important to communicate relevant messages making marketing activities for the women whom are in charge of the home budget to make a brand or benefit awareness. Concluding the main factor to choose a comestible oil is based on the healthy benefits informed to them.
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    PLAN DE MARKETING PARA “QUINTA GALIRE” UBICADA EN EL VALLE DE YUNGUILLA
    (2019-03-13) Peñarreta, Byron; Guerrero, Alberto
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    ANÁLISIS DE LAS HERRAMIENTAS PARA LA GESTIÓN DEL MARKQTING RELACIONAL EN LA COOPERATIVA DE AHORRO Y CRÉDITO OSCUS LTDA. DE LA CIUDAD DE AMBATO
    (2019-03-13) Manobanda Quito, Sandra Patricia; Cardona, Catalina
    El marketing relacional pretende establecer relaciones rentables en función del conocimiento del cliente, aprovechando la sinergia que se instaura en beneficio mutuo; bajo este precepto el objetivo de la investigación es determinar las directrices para la puesta en marcha de estrategias de marketing relacional, en la Cooperativas OSCUS Ltda.; para lo que se aplicó un cuestionario tanto a la plana ejecutiva como también a una muestra de 384 clientes de la Cooperativa, por medio de lo cual se procuró analizar las herramientas de marketing relacional y los factores que influyen en la gestión, lo que permitió concluir la necesidad de un Customer Relationship Management (CRM) complementado con la aplicación de estrategias relacionales y la implementación de un proceso de comunicación integral. De igual manera se realizó, revisión bibliográfica que contribuyó al análisis de los factores y conceptos que convergen en la generación de relaciones a largo plazo con los clientes.
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    IDENTIFICACIÓN DE LOS FACTORES QUE MOTIVAN LA VISITA DE LOS TURISTAS DE LA CIUDAD DE GUAYAQUIL HACIA EL BALNEARIO DE SALINAS EN LA PENÍNSULA DE SANTA ELENA, ECUADOR
    (2018-11-13) Hidalgo Briones, Carla; Valle Lituma, Luis
    The importance of tourism activity in Ecuador is becoming increasingly important and marketing, without a doubt is a fundamental part of it. The success of the marketing of tourist destinations should be guided in part by the motivations of the visitors, that is why the present study uses the model of push and pull factors, as a framework, to understand what physical factors pull visitors to the city of Guayaquil to choose the destination Salinas of the peninsula of Santa Elena for the modality of sun and beach tourism. The main objective of this research is to identify the physical factors or pull factors of the Salinas beach, which encourages visitors to the city of Guayaquil to choose it, in order to provide relevant information for the planning of tourist destinations, especially for segmentation of markets, design of promotional material and decision making process by public policy managers. The applied methodology has a mixed, qualitative approach because it conducted an interview with experts and on the other side quantitative by applying a questionnaire that measured 20 factors of 5 dimensions: service offer, natural characteristics, history and culture, accessibility and events and activities. Among the most relevant conclusions, it is found that Salinas is considered a safe destination by visitors and that it is also chosen for the offer of food and beverages, state of the access road from the city of Guayaquil and for its kindness natural.
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    PLAN DE MARKETING PARA EL MÚSICO INDEPENDIENTE CRISTHIAN MIÑO DEL GÉNERO POP URBANO EN LA CIUDAD DE GUAYAQUIL
    (2018-09-13) Ampuño Echanique, Ariadna Michelle; Barbery M., Danny
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    PLAN PARA LA INTRODUCCIÓN DE LA LÍNEA DE CORTES FINOS DE RES EN EL CANAL DE HORECAS EN LA CIUDAD DE GUAYAQUIL
    (2018-09-13) Suarez, Carolina; Fernández, Kenya; Barbery Montoya, Danny C.
    The following project has the objective of venturing into the market of fine cuts, by designing a marketing plan for the company Fernandez that allows entering that market, as well as the distribution and promotions of fine cuts of beef focused on the HORECAS channel (Hotels, Cafeterias, Restaurants) in the sector of Guayaquil, which has had a greater growth in recent years. With this plan, it is intended to publicize and provide the best quality of life of Angus and Brangus breed under the highest standards of quality, breeding and feeding of homes in their own FedLot. Targeting the market of fine cuts has great potential because in Ecuador there are few suppliers that maintain a good quality of cuts and that technify their processes. To carry out this work in the first instance, a diagnosis has been made to know the current situation of the company, as well as its environment, with positive and negative objectives. Therefore, conduct a study and determine the acceptance of the product in the Horecas channel. And so carry out the design of the marketing plan, based on financial analysis and the feasibility of the project.
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    EVALUACIÓN DE LA PERCEPCIÖN DE POST - VENTA EN EL CONCESIONARIO PEUGEOT EN GUAYAQUIL
    (2017) Talbot Calles, Karen; Williams Flores, Bryan
    The objective of this article is to show the importance of evaluating the perception that Peugeot’s costumers have about after-sales services. In Ecuador, the brand has been managed by different companies, each one have impacted users and the rest of population in both positive and negative ways. Using a qualitative measurement it was possible to determine how significant are the different aspects that the user values and through them take strategies and measures that can improve the dealer-client relationship.
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    MARKETING EDUCATIVO Y SU INCIDENCIA EN LA IMAGEN CORPORATIVA DE UNIVERSIDAD ECOTEC
    (2017) Mite, Priscila; Salas Luzuriaga, Edgar
    ECOTEC University has its own campuses, located on the road through Samborondón town, where there is a full-time education program; and also there is a building at Juan Tanca Marengo Avenue, especially designed for people who work with flexible schedules and want to obtain a third level degree after their workday. This paper focuses on the strategies of Educational Marketing that affect the corporate image of ECOTEC University, obtaining data of the students who have entered through two ways: homologation and a leveling course. This will help on understanding how the university is perceived by the public before being part of it. Data collection was applied by the use of two techniques. A survey performed to the students that entered in 2016, and an interview done to the Marketing and Public Relations Coordinator, Rina Pinargote. Through all this research, the reality of the strengths and opportunities of the university will be shown and compared to other universities in order to recommend new educational marketing strategies to keep positioning the brand.
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    MOTORMARKET: INCURSIONAR EN NUEVAS LÍNEAS O MANTENER MERCADO
    (2017-11) Juez, José; Zambrano, Laura
    En enero de 2017 Ramón Fernández asumía la gerencia general de su propia empresa Motormarket, esto debido a que anteriormente tenía la gerencia a cargo de Andrés Ycaza; sin embargo, los resultados de los últimos 2 años fueron terribles en cuanto a la rentabilidad del negocio. El seis de enero del 2017, Ramón viajaba desde Manta hacia Guayaquil y en el camino iba pensando en las acciones que debía ejecutar para afrontar el año 2017, tomando en cuenta que la empresa no tenía liquidez, los costos de operación estaban muy altos y el margen que daba el fabricante ya estaba quedando corto por la caída de precios en el mercado; a esto se debe agregar el poco crecimiento que tendrían en las ventas de su producto principal y la posibilidad de incursionar en nuevas líneas como estrategia de crecimiento. Se le venía un problemón! Payolo, como le decían desde niño a Ramón, creó la empresa Motormarket S.A. en el año 2013, para atender y abastecer de motores y generadores a la flota de barcos atuneros y artesanales de Manta, sin embargo, la baja rotación del inventario y el lento ciclo de conversión del efectivo obligaron a la empresa a incursionar en una nueva línea de negocio en el año 2014, por lo que Andrés Ycaza decide incluir la línea de lubricantes, un producto de alto consumo y alta rotación en el segmento al que está dirigido la empresa. Durante los años 2015 y 2016 la empresa logró incrementar su cartera de clientes y los volúmenes de venta sustancialmente, tanto así que llego a captar una interesante participación de mercado en los segmentos a los cuales estaba dirigida, sin embargo, los números que analizaba Ramón en las reuniones de directorio no reflejaban lo mismo. En la preparación y toma de decisiones para lo que sería el año 2017, se proyectaba que la línea de lubricantes iba a mantenerse debido a la complejidad y tamaño del mercado, y también porque no tiene otros sectores a los cuales atacar sin tener que afectar sus costos fijos.
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    PLAN DE MARKETING ESTRATÉGICO PARA LA CONSECUCIÓN DE LOS OBJETIVOS COMERCIALES DE LA CÁMARA DE COMERCIO DE AMBATO.
    (2018-06) Delgado Salcedo, Natalia del Rosario; Carpio Freire, Carlos Raúl
    La Cámara de Comercio se origina de la división del sector agrícola, industrial y comercial de la ciudad de Ambato, quienes en sus inicios formaban un solo ente gremial, pero por políticas gubernamentales y necesidades propias, se fragmentaron para generar su actuar, en función a las necesidades específicas de su sector. Esta institución en la actualidad tiene 87 años de vida institucional y se desarrolla como una institución sin fines de lucro y autosustentable, enfocando su gestión en la satisfacción de las necesidades de representatividad gremial y el apoyo al desarrollo del sector comercial, a quienes están dirigidos los diversos servicios (Cámara de Comercio de Ambato, 2018). La institución ha fortalecido su accionar administrativo, en función a la satisfacción de las necesidades de sus clientes tanto internos como externos, por lo que no ha escatimado en la asignación de los recursos necesarios, contando en la actualidad con departamentos consolidados y perfectamente estructurados (equipos, tecnología, mobiliario e infraestructura), así como la contratación de profesionales en las diferentes especialidades comerciales (vendedores, marketeros y comunicadores) a fin de fortalecer ante la sociedad, la imagen de la Nueva Cámara de Comercio de Ambato, una institución sobria y de respaldo a sus agremiados, la que oferta servicios y beneficios para socios y usuarios. Pero a pesar de las inversiones realizadas, las metas comerciales siguen siendo mediocres. Durante el año 2015 el área comercial registró la afiliación de tan solo 15 personas, la desafiliación al gremio de 40 socios y un sin número de llamadas de inconformidad por los servicios utilizados (Cámara de Comercio de Ambato,
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    MEDIACIÖN DE LA LEALTAD DE LOS ESTUDIANTES UNIVERSITARIOS DE POSTGRADO DE LA UCSG EN LOS SERVICIOS BANCARIOS ONLINE DEL ECUADOR
    (2018-04) Chang Cevallos, María de los Ángeles; Vásquez Andrade, Rafael Antonio; Molina Morales, Eliana
    The general objective of this research was to measure the loyalty of postgraduate students at the Catholic University of Santiago de Guayaquil (UCSG) in online banking services. In this context, the work was divided into three parts, where the problem that some institutions have when measuring the loyalty of their clientele is identified; then a compilation of the theoretical foundations was made that allow identifying those concepts that are related to loyalty, electronic commerce and the experiences that some researchers have had on this topic. Finally, a descriptive-type field study was carried out, in which the population under study were the graduate students of the UCSG to obtain data on their behavior pattern and establish those factors that are related to the experience they have had with the online banking services. Among the most outstanding results, it was determined that 55% frequently use online services for the revision of their bank account due to the convenience of making inter-bank transfers and consulting account statements from anywhere. However, 61% feel partially safe from the guarantees offered by financial institutions for the protection of confidential information such as fraud or theft of money
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    PLAN DE MARKETING PARA EL RELANZAMIENTO DEL PROGRAMA “DE LA VIDA REAL” EN ECUADOR
    (2017-12-18) Arcos Saavedra, Carlos Eduardo; Castillo Jurado, Javier
    En las últimas décadas, la creciente competencia entre las cadenas televisivas, acrecentada por la multiplicación del número de canales, tanto generalistas como temáticos, parece haber aumentado la presión que los índices de audiencia ejercen sobre los programas informativos. De esta forma, también la información se somete, en buena medida, a criterios de rentabilidad directa, análogos a los que rigen los contenidos ficticios. En consecuencia, los programadores tratan de encontrar contenidos y formatos que hagan posible que los espacios informativos resulten competitivos en términos de audiencia, inclusive en la franja de prime time. En términos de Franklin: Desde finales de los ochenta, las presiones sobre los medios informativos para ganar espectadores y lectores en un mercado competitivo ha generado nuevas ambiciones editoriales. Los medios informativos se han convertido en parte de la industria del entretenimiento
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    EVALUACIÓN DE LA CALIDAD DE LOS SERVICIOS ACADÉMICOS PERCIBIDA POR LOS ESTUDIANTES DE UNA INSTITUCIÓN DE EDUCACIÓN SUPERIOR EN EL ECUADOR.
    (2018-03) Alcivar Garcia, Diana Carolina; Duque Oliva, Edison Jair
    The objective of this work is to evaluate the perception that students have about the quality of academic service in the Faculties of Economics, Law, Marketing, Tourism and Systems of a university in Ecuador. Currently, governmental institutions have increased their regulations to evaluate the establishments that offer a higher education, this is why the service factor has managed to be the differentiator between educational institutions. In the present investigation the methodology that was used is the scale method (Servperf) that serves to measure the perspective of the students towards the educational institution and in this way to be able to evaluate several services and elements offered by the university, to achieve a level of Effective and guaranteed reliability, Cronbach's Alfa tool was used, as it is well known and its use is recommended in future projects. One of the most notorious aspects of this analysis is the low rating obtained by certain items of the different dimensions, which must be analyzed in order to know the reason why they obtained a low rating, as well as how they can improve for a future what is recommended to do a complete survey since all the items did not reach a higher rating of 4.
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    EVALUACIÓN DE LA RELACIÓN ENTRE LA CALIDAD DEL SERVICIO PERCIBIDA Y LA SATISFACCIÓN DEL CLIENTE EN LAS CADENAS DE SUPERMERCADOS DEL CANTÓN SAMBORONDÓN
    (2018-04) Aguirre Bravo, Lady Estefany; Serrano Löpez, María Isabel; Zambrano, Laura
    The main objective of this article is to evaluate the relationship between the perception of the quality of the service and the satisfaction of customers for the service received in the supermarkets of the Samborondón canton, which was carried out with a non-experimental quantitative research of crosssection with a correlation scope applying the SERVQUAL measurement method, where it was evaluated through a survey composed of 22 questions, having as main variables reliability, responsiveness, empathy, security and intangibility, the sample was 392 clients, in which it was determined that the gender is related to the satisfaction of the service and that the Sperman correlation indexes are p-value <0.05, therefore, it was confirmed that all variables of the SERVQUAL model are related to satisfaction of the client, being the responsiveness and empathy the factors with the highest positive relationship a towards customer satisfaction. Therefore, it is very important for the sound decision making to improve the management and supervision of the supermarket in order to attract new customers and maintain the loyalty of the current ones
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    PLAN DE MARKETING PARA LA EMPRESA "T & Q HOMEMADE" PARA LA DIVISIÓN DE TOMATES DESHIDRATADOS DENTRO DE LA CIUDAD DE GUAYAQUIL
    (2017-07-13) Quintanilla Fajardo, Shaaron Tatiana; Pesantes Burgos, Carlos Virgilio