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Browsing Mercadeo by Author "Burbano Cerón, José María"
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Item Diseño de un plan Marketing Digital para Tool Store Cali 2019(Universidad Santiago de Cali, 2019) Mejía Tobar, Olivia Milena; Rivera, Jhonathan; Burbano Cerón, José MaríaEl objetivo de este trabajo es diseñar un plan de Marketing digital para Tool Store Cali sede norte Santiago de Cali. Se recurre al estudio descriptivo que permite abordar el contexto de la empresa, así mismo permite describir su situación interna, de esta manera a partir de un diagnostico se procede a formular las estrategias, se utilizó como técnicas la entrevista, la revisión bibliográfica y la encuesta a través de esta última se consultó una muestra de 100 clientes actuales. Se encontró que el 89% prefiere la red social Facebook como una de las que más frecuenta, le siguió Instragram mencionado por el 65%, Twitter citado por el 49%. El 52% considera que la ventaja es que permite estar informado, el 18% considera que le ayuda con el trabajo, el 19% considera que le permite conocer personas, 11% manifestó otro tipo de utilidad. El 44% manifestó haber comprado, lo cual es positivo porque genera una experiencia aumentando la posibilidad de reincidencia. Se propusieron considerando que se debe mejorar la promoción, comunicación y ventas, se incluyó el diseño de un sitio web que permita tener una tienda virtual segura, que brinde confianza al consumidor, así mismo se recomendó utilizar las redes sociales para acercarse más a la comunidad, a los clientes actuales y potenciales.Item Evaluación del impacto de las estrategias de Neuromarketing en la decisión de compra de las personas entre 20 y 30 años que viven en el estrato 2 de la cabecera Municipal de Candelaria Valle(Universidad Santiago de Cali, 2019) Hernández Galvis, Ana María; Burbano Cerón, José MaríaThis work entitled "evaluation of the impact of neuromarketing strategies on the purchase decision of people between 20 and 30 years living in stratum 2 of the municipal seat of Candelaria Valle." Identifies the main influential criteria in the decision of purchase of said individuals as well as the benefits and consequences of the implementation of the strategies used in neuromarketing to capture, convince and preserve certain objective segmentation. Finally, a study is carried out on the factors that have the most influence at the moment of making a purchase in people between 20 and 30 years of stratum 2 of the municipality of Candelaria Valle with their respective results and analysis of them.Item La importancia y evolución del marketing digital en las PYMES desde el 2013 al 2019(Universidad Santiago de Cali, 2020) Salas Montealegre, Angie Daniela; Rodríguez Arturo, Andrés Felipe; González Vargas, María Camila; Burbano Cerón, José MaríaThe purpose of this article is to determine the importance and evolution of digital marketing in SMEs since 2013. Information for its development was obtained through a literature review of articles on digital marketing, SMEs, consumers and trends. It is of great importance that SMEs are clear about which audiences they are targeting to design efficient marketing strategies. In this case a characterization of consumers by generations was made, a general form of segmenting considering that small and medium enterprises are in all sectors and have very different publics. It then explains the importance of SMEs for the economies of the countries, the concept of digital marketing and finally the two themes are interrelated both issues throught the practical application and identification of the beneficts of implementing digital marketing in SMEs.Item Influencia del e-commerce como herramienta de posicionamiento de las MiPymes, 2022(Universidad Santiago de Cali, 2022) Sterling Jimenez, Laura Constanza; Burbano Cerón, José MaríaThis article is a literature review research, the interest is to identify how MSMEs use ecommerce as a positioning tool within their strategic marketing plan, through innovation and adaptation to new technologies. The document was developed by applying an exploratorydescriptive study and secondary sources were used (graduate work, journals and scientific articles) in order to obtain the necessary information to respond to the stated objective.Item Percepción sobre el modelo network marketing para la distribución de productos no perecederos en Santiago de Cali año 2019(Universidad Santiago de Cali, 2019) Velarde Perea, Carlos Andrés; Ocampo Aramburo, Jhan Carlos; Borja Mosquera, Ronal; Burbano Cerón, José MaríaThis paper evaluates the perception that a group of business people have about the Network Marketing model as a distribution of non-perishable products, which are the inhabitants of the city of Cali in 2019, structuring methodologically through a survey aimed at people that fulfill different roles in the society of Cali as they are: university students, teachers, jobs of these companies and people of the common, among the main findings are 75% of the people surveyed who show the products offered by the multilevel models are of Good quality, followed by 14% where it is indicated that the products are of excellent quality and 2% express that they are of excellent quality