Strategies for the marketing of distributors of mass consumption products in Santa Elena province
DOI:
https://doi.org/10.26423/rctu.v4i1.251Keywords:
marketing, strategies, sales levels, distribution of consumer productsAbstract
The objective of the present scientific article is to diagnose the perception of the consumers of the distributors of products of mass consumption of the province of Santa Elena. The theoretical contribution lies in the conception of theory and practice in strategic marketing actions, taking into account the context, the definition and characterization of marketing management, in order to determine the decisive and success factors for the companies, constitutes the contribution Theoretical to argue the research carried out. An exploratory investigation was conducted for consumers of mass products between 20 and 54 years of Santa Elena province and interviews were conducted with three distributors of mass consumer products. The results recommend that with the application of assertive marketing strategies based on the preferences of the target group, and market trends, organizational performance would be improved by attracting prospects and generating loyalty ties of current clients.
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