Mercadeo
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Item Importancia de la cultura de servicio al cliente en los restaurantes de Cali(Universidad Santiago de Cali, 2018) Vargas Bayer, Wander Martín; Pacheco Narvaez, Sugey del Carme; Duque Ceballos, José LuisItem Plan estratégico de marketing para la empresa Formesan s.a.s, especializada en la comercialización de moldes para concreto en la ciudad de Cali(Universidad Santiago de Cali, 2018) Bejarano Montealegre, Rodrigo Hernán; Cabal Plata, Jessica MaríaMarketing as a discipline has had a permanent evolution through history. This development is the clear sign of the dynamism of their scopes and purposes, it is consistent with the administrative, management and new marketing trends models. In this regard, we intend to analyze the case FORMESAN SAS, beginning with conducting a situational analysis where key elements are integrated from marketing and stakeholders needed to on that basis, identify the aspects, components and activities that require be strengthened. A building that is to be contributed to the Strategic Marketing Plan proposed, where traditional and contemporary features such as integrated Digital Marketing.Item Evolución del Network Marketing como estrategia de autoempleo en la Ciudad de Santiago de Cali(Universidad Santiago de Cali, 2019) Martínez Gómez, María Camila; Potes Fuentes, Lina María; Burbano, José MariaEl presente trabajo muestra un recorrido evolutivo del network marketing a través de la historia, logrando convertirse en una tendencia a nivel mundial y la perfecta estrategia de autoempleo para las últimas generaciones. Este sistema multinivel es una manera de generar dinero con un factor de libertad, donde existe una conexión directa entre fabricante y consumidor, eliminándose de tal forma los intermediarios; en donde estos realizan la misma publicidad de la empresa por medio del voz a voz y onda expansiva. Este sistema por años, he incluso en la actualidad, sigue generando cierta desconfianza a la población ya que se suele confundir con un sistema de pirámide ilegal, en donde mientras la primera se dedica a comercializar productos y trabajar fuertemente en la obtención de nuevos clientes, la segunda se dedica al enriquecimiento de unas pocas cabeceras de la pirámide por medio de inversiones en donde no hay ningún producto o contraparte para el afiliado a la pirámide. Por ello, en el presente trabajo de investigación se pretendió establecer una comparativa de cómo era el network marketing en sus inicios, en su desarrollo y en la actualidad desde cuatro aspectos: características y funcionamiento, legalidad y moralidad, empresas más grandes y posicionadas en el mercado con presencia en la ciudad de Santiago de Cali, y como estrategia de autoempleo en dicha ciudad. En este contexto, como metodología de investigación se realizó un estudio descriptivo, el cual se encuentra basado en una investigación documental, la cual soporta bajo fuentes secundarias como la revisión de artículos académicos, para profundizar sobre el tema de estudio. Además de soportarse también bajo el método deductivo, en donde a partir de temas y casos generales del network marketing, se llegó a encontrar cómo este sistema logró convertirse en una estrategia de autoempleo en el mundo y cómo funciona en la ciudad de Santiago de Cali. En este sentido, se encontró que la evolución del Network Marketing se da desde la legalidad de sus actividades, la incorporación de las nuevas tecnologías y el uso del marketing y la publicidad dentro de sus procesos, determinándose como la mejor estrategia de autoempleo para los jóvenes caleños emprendedores y con pasión por las ventas.Item Influencia de la cultura en el proceso de decisión de compra de ropa, de los estudiantes universitarios en Cali(Universidad Santiago de Cali, 2019) Pabón López, Juan Sebastián; Llantén Ospina, Jessica Michell; Buitrago Muñoz, José DaríoThis work seeks to characterize the profile of the clothing consumer of a university faculty in Cali and what are the variables that affect their purchase decision, in this way textile companies that are interested in the object of study of this research, may know the consumer behavior and direct their marketing strategies according to the results obtained. For the scope of this research, the object of study to be used was the undergraduate university students of the Faculty of Communication and Advertising of the Santiago de Cali University from which a representative sample of 138 people was taken. The results obtained show that the university students of Cali, show a great identification with their Cali culture, so that their lifestyle and personal tastes are consistent with thisItem 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 Determinación de la importancia del contenido de valor en el marketing de redes sociales(Universidad Santiago de Cali, 2019) Franky Vela, José Leonardo; Gomez Racines, LigiaItem Percepción de los estudiantes de la facultad de ciencias económicas y empresariales de la Universidad Santiago de Cali, frente a productos derivados del Cannabis(Universidad Santiago de Cali, 2019) Ledesma Cifuentes, Bryan; Giraldo Ramírez, Hugo Fernando; Rosales Prado, Juan Camilo; Escobar Cabrera, Julio CésarMedical Cannabis is the evolution of medicine and the economic revolution for the future of Colombia. The objective of the research is to determine what the students of the University of Santiago de Cali think about medicines and natural products based on Cannabis. The realization of the research project is of a descriptive type on the part of the theory of psychology and consumer behavior. The results shown by the students of the Santiago de Cali University weigh that they are open to know the subject, very little about the research, medicinal, cultural and economic fields that the plant generates for Colombia. In conclusion there is a positive perspective on medical Cannabis and the best way to know this topic is through educational marketing.Item Identificación del uso del marketing verde como estrategia para la promoción de la responsabilidad social y ambiental en los consumidores del sector de alimentos empacados(Universidad Santiago de Cali, 2019) Robledo Cedeño, Juan Camilo; Loaiza Sarria, Lina Vanessa; Giraldo Daza, Natalia; Reyes Arias, Tito ReinaldoThe objective of this paper is to identify how green marketing can be used as a strategy to promote the social and environmental responsibility of consumers in the packaged food sector. At the methodological level, a descriptive study was used, it was used as a technical technique, it was reviewed, it was documented, information was obtained in a systematic and orderly manner, the electronic sources were consulted, they were based on academic data, in the field of academia and research, among these have been: Scientific Electronic Library Online (SciELO), LILACS, Cochrane, ScienceDirect and the Google academic. Among the problems that derive from the consumption of food products, these are the principles of life, the lack of separation of waste at the source, the lack of a specialized collection of cleaning companies, a deficient structure of companies which is dedicated to recycling, the lack of consumer education on the subject. Environmental problems have manifested in different ways, each day the consequences are more evident, the problem to the environmental problem, is generated with the waste that originates from the consumption of packaged foods, it is evident that every day the amount of packaging that ends On the website, there are water sources and even air. In the different contexts, an environmental responsibility relationship has been developed in the post-consumption phase, using concepts such as reverse logistics, where companies and consumers are responsible for the waste generated and reuse and recycling are promoted. In the same way, it has been developed. The number of products has been reduced. The consumer has also chosen to choose products and brands that are responsible for the environment in this way.Item Cambios generados en la comercialización de bienes y/o servicios a partir del Network Marketing en la ciudad de Santiago de Cali(Universidad Santiago de Cali, 2019) Gutiérrez Cifuentes, Daniela; Moreno Soto, Juan CarlosThe objective of the monograph is to present an analysis of the changes that the incursion of the network marketing has generated in the system of commercialization of goods and services in the city of Cali. To do this, a brief description of the evolution that network marketing has had since its inception will be made, indicating the influence of each company that emerged between the late nineteenth and early twentieth centuries, which allowed the development of this business model as a of the most relevant industries in the commercialization of products. Also, companies that have entered Colombia with this marketing system will be exposed; and finally, the changes brought about by the incursion of network marketing as a model for the distribution of goods and services in the city of Cali will be considered.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 qualityItem El desarrollo y potencial de la publicidad digital frente a la publicidad impresa tradicional en Colombia posterior al año 2010(Universidad Santiago de Cali, 2019) Segura Montenegro, Leydi Vanessa; López López, Leydi Viviana; Abella Cifuentes, Mario Felipe; Vargas Muñoz, Luz ÁngelaThe aim of this paper is to describe the development and potential of digital advertising. At the methodological level, a descriptive - exploratory study was used, which is used as a technique, documentary review and literature criticism, through which the behavior of the public sector is described since 2010. According to the results, accelerated growth is evident that has had publicity in recent years, according to data from the investment sector from 2015 to 2018 had a substantial increase, from $ 376,110 million, to $ 848,594 million, which shows the strong growth at the same time it has gone growing the penetration of information and communication technologies (ICT), an aspect that has been driven by state policies to democratize Internet access and the benefits that this brings, also the private sector has favored the sector with an internet service of broadband and mobile phones at lower costs that have facilitated the different sectors of the population can hire it. The competitive dynamics of mobile telephony has led operators to strengthen the offer of mobile internet, according to the Ministry of Information and Communication Technologies (2018) mobile internet especially through 4G networks. Fixed connections, and those based on the 3G network, have been favored in the public industry since we facilitated the transfer of data and every day. The factors that affect the advertisers' preference for a type of advertising are based on costs, coverage, attention, advertising in the case of digital advertising, the above is possible, you can have a greater geographical coverage. of the market, interaction is another differentiating factor of the loyalty and management of the relationship between the consumer, the company or the brandItem Comportamiento de las ventas y su pronóstico para la empresa guanabanazo especial(Universidad Santiago de Cali, 2019) Ramos Delgado, Katherine; Quintana Quiceno, Gina Paola; Duran Peralta, JulianItem Propuesta para un modelo de negocio estilo “Pub” Drink & Food en el municipio de Yumbo-Valle del Cauca(Universidad Santiago de Cali, 2019) Castellanos Muñoz, Daniela; Ramírez Pérez, Daniela; Sánchez Arias, Valeria; Mina Varela, Carlos AlbertoYumbo - Valle del Cauca is a municipality which does not have many entertainment establishments for its inhabitants and because of that, a proposal has been proposed for a PUB-style business model called DAVADA Drink & Food, which will have various entertainment services for the clients accompanied by exquisite products for the taste of each person. Consistent with this, a thorough investigation was carried out on the municipality and the target of the business. Therefore, the first part of the development of the work is carried out a market study to analyze the possible success or failure of the business and to be able to see by means of a survey the thought that the target audience of DANAVA has about a business idea style PUB in the municipality of Yumbo. Following that, the place where the PUB (Municipality, neighborhood, municipality) will be located in order to start establishing an organizational study of the company and legal to establish the company physically in that place. Finally, a financial study is carried out which will reflect the total investment for the companyItem Investigación de mercados para conocer la percepción que tiene el cliente de la empresa natural Indoor, ubicada en la Comuna 19 de Santiago de Cali(Universidad Santiago de Cali, 2019) Bolaños Escobar, Dalia Marcela; Mina Varela, Carlos AlbertoThe general objective in this work is to know through market research, the perception that the client has of the products of the company Natural Indoor. For to meet this objective, specific objectives aimed at analyzing the competitive market, to identify the characteristics that customers have, to identify the consumer habits of potential customers and propose strategies that improve customer perception. The type of study is exploratory and descriptive, which leads to obtain information to carry out a more complete investigation into a context in which particular. This investigation was based on primary sources such as current and potential customers of Natural Indoor, a sample of 221 people surveyed was covered and the main results show that, although there is strong competition, there is a possibility of entering the market, which corroborates with the positive perception of current and potential customers. When performing the analysis of the sector and the research they found a series of strengths for the organization that have allowed to succeed in the market of people who like wellbeing and healthy, such as customer service or the performance of products. However, it also they find weaknesses that must be worked on in order to improve current results as for example the segmentation, commercial shop, or standardize delivery prices, etc. Besides, take advantage of technological tools such as the website, social networks, etc.Item Pronóstico del precio del arroz paddy mediante el modelo arima para Colombia en los años 1996 a 2018(Universidad Santiago de Cali, 2019) Peña González, Pedro Pablo; Castillo Molina, Óscar Hernán; Obregon Morales, JohynerThe central theme of this paper is based on forecasts of the price of paddy rice cultivation in Colombia for the years 1996 to 2020, the database was extracted from Fedearroz. Through the ARIMA model, foresee the price of rice so that growers can reorganize and make decisions about their crops. First, the crop divided by departments and height was characterized, additionally by areas that are distributed as follows: Bajo Cauca (Antioquia, Bolívar, Choco, Córdoba y Sucre), Centro (Caquetá, Cauca, Cundinamarca, Huila, Nariño, Tolima, Valle del Cauca), Costa Norte (Yondó – Antioquia, Atlántico, Cesar, La Guajira, Magdalena), Llanos (Arauca, Casanare, Paratebueno – Cundinamarca, Guaviare, Meta, Vichada) and Santanderes (Norte de Santander y Santander), second, the model was described and finally the prices were estimated for the last four months of the year 2019 and the whole year 2020. As a result of the price forecast which fell for paddy rice, suggesting that growers decrease rice crops and thus proceed to make decisions regarding priceItem Plan de mejora del área de servicio al cliente de la empresa corporativo maravilla Colombia en Santiago de Cali, año 2019(Universidad Santiago de Cali, 2019) Flórez Ramírez, Lizeth Paola; Toro Zapata, Maribel; Ramírez, Nikol Dayan VictoriaItem Identificación de las variables que afectan las condiciones de vida y producción de los pequeños caficultores de la vereda el alto llano-Nariño en los últimos 10 años(Universidad Santiago de Cali, 2019) Lozano Hernandez, Yuliana Katherine; Noguera Guerrero, Paola Andrea; Saavedra Arias, Laura Stella; Vargas Munoz, Luz AngellaThe current crisis in the coffee sector caused by the mishandling of policies by presidential governments and the growing openness and interdependence of markets, which has become a great predatory bureaucracy has led the sector to ruin, a scenario that has enhanced the inequality between those who possess the capacities to face the new commercial conditions and the small groups whose management does not compete in the national and international markets and therefore, exclusion in the terms of trade is generated, in addition the power of influence that It has the national federation of coffee growers to determine the sale price of coffee from small producers and that has failed to guarantee their economic well-being. This is the case of small producers, such as the coffee growers of the El Alto Llano village, who are in the middle of a chain of intermediaries who obtain most of the profits; what has generated economic, social and political difficulties in the coffee family, from this it is conducted in the search for other agricultural activities or economic alternatives for sustenance and continue in their contexts. This dynamic alters the behavior of the family and of the subjects that are permanently in their labor roles and begin to perceive a different reference of coffee, for this reason, it is necessary to resort to new models and mechanisms that seek equity in the coffee sector. This work seeks to identify the variables that are affecting the living and production conditions of small coffee farmers in the El Alto Llano village of the municipality of San Pablo Nariño in the last 10 years, taking into account their current productive and administrative practices and the search for the way to improve them, from the perspective 10 of the Peasant Economy, achieving not only their welfare but also that the country's economy is mobilized. To fulfill this objective, the fieldwork was carried out by the researchers through the application of 10 written interviews addressed to peasant families of the Alto Llano village of the municipality of San Pablo Nariño dedicated to coffee cultivation, projected to Know the perception they have regarding the coffee sector crisis and thus identify the variables that affect their living and production conditions, covering various social, cultural, economic and political factors, and in this way design a plan strategy aimed at improving production, which allows to reinforce the entire process of the distribution chain that is required so that the product is marketed in an optimal way and that guarantees an economic remuneration according to the effort that said activity requires. It was possible to determine that there is a great abandonment to small coffee producers by government entities and that, on the contrary, the government's management of the coffee crisis is more repressive to the life of the coffee grower. Being of utmost urgency to create market strategies oriented to improve the quality of life of these peopleItem Diseño de un plan marketing digital aplicado en redes sociales para la Empresa V.I.P Academy Ltda. En Santiago de Cali, Colombia 2018-2019(Universidad Santiago de Cali, 2019) Sáenz Flórez, Paula Daniela; Ocampo Echeverri, Nathaly; Burbano, José MaríaDigital Marketing is in constant evolution and enterprises must follow its rhythm, due to the fact that it is the best partner in the positioning process, acceptation and preferences, this is because the internet has evolved the consumption and tendencies. The current competitive conditions take the companies to create new communication alternatives so that its objectives and market growth are successful. In this way, the project shows the design of a digital marketing plan in social media for the V.I.P Academy LTDA. Therefore, the first part of the investigation shows the most important variables from the clients of the company, so that the overview of the customer’s characterization is better. Secondly, a internal and external diagnosis is made, focused on the marketing area, so that the current situation can be determined, where the success or failure factors are discovered. Also, weaknesses and threats of the environment are taken into account so that they can turn into strengths and opportunities by the strategy creation. Finally, the design of some digital marketing strategies are applied to social media, defining objectives, tactics and their control.Item Influencia de los criterios de marca en las estrategias de marketing experiencial en el posicionamiento de las marcas iPhone y Samsung del sector de telefonía móvil en los estudiantes de la facultad de salud de la Universidad Santiago de Cali(Universidad Santiago de Cali, 2019) Camayo Abella, María Paula; Riascos Díaz, Nathalia; Álvarez Carmona, Marisol; Vargas Muñoz, Luz ÁngelaAccording to Bernd Schmitt (1999) experiential marketing has as its main objective to establish emotional connections between brands and consumers through their experiences. The work identifies from the theory the most relevant brand criteria for the execution of effective strategies of this type of marketing that positively influence the positioning of the brands in the market; specifically, a comparison is made between the degree of influence of the brand criteria immersed in the iPhone and Samsung experiential marketing strategies of the mobile telephony sector, adopting as a research object the students of the health faculty of the Santiago de Cali University. The results of the study evidenced that definition and cognition of the brand criteria inside of the experiential marketing strategies have been decisive in the positioning of both brands (Apple and Samsung) in the faculty health student’s of the Santiago de Cali University.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.