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Item Análisis de las barreras y estrategias para el empleo formal en la Comuna 21 de Santiago de Cali(Universidad Santiago de Cali, 2019) Gómez Duque, Andrés Felipe; Muñoz Sandoval, Nathalia María; Vargas Muñoz, Luz ÁngelaItem 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 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 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 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 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 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 Estudio del comportamiento de compra y cultura de consumo de la generación y (Millenials) de los universitarios– caso universidad Santiago de Cali (USC)(Universidad Santiago de Cali, 2020) León Echeverry, Geraldine; Hurtado Marín, Héctor FabioThis project is a research about the purchase behavor and consumer culture of the pregrade students from Santiago de Cali University in Millenials generation, in Cali city, the research considers purchase behavor aspects, culture behavor, social factors, generationals factors, digital medias, among others external and internal factors, influentials at time to take a purchase. The metodology was a research of simple market, where uses tecnics cualitatives and cuatitatives, cause to response how is the purchase behavor of studets. The tecnic was a cross simple design, through focal poll, whit 22 questions aplied to 409 studens, later performed whit data treatment, finally present a statistical analisys for conclude which are most relevants and influence factor to take buying desicion in Sanitago 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.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 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 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 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 La importancia de las estrategias de fidelización, para la retención de los clientes de la línea de crédito hipotecario del banco caja social de la ciudad de Cali(Universidad Santiago de Cali, 2020) Serna Collazos, Héctor FabioLoyalty is a marketing concept that distinguishes a customer's loyalty to a specific brand, product or service; that is to say; is that a client chooses a certain company; to make all or most of the purchases or acquisition of services or products, independent of external variables, which may influence your purchase decision, such as price or interest rate in the financial field, among other aspects to mention. Taking into account the aforementioned and after carrying out an analysis of the different aspects covered by customer loyalty, a document that mainly seeks is presented; determine the importance of loyalty strategies for the retention and attraction of clients of the mortgage line of the "Banco Caja Social" in the city of Cali. The document is divided into three parts: the first is to identify the needs of customers in banks, when they seek housing loans; the second part is an analysis of the similar and differential characteristics of the mortgage loan line of Banco Caja Social, compared to its main competitors Banco Davivienda and Banco BBVA. Finally, the third part includes the strategies proposed for the retention and attraction of the clients of the mortgage credit line of the Banco Caja Social of the city of Cali. It should be noted that these strategies are designed under the characteristics and needs of Banco Caja Social, which seeks not only to satisfy the basic needs of customers, but in turn, exceed their expectations, in such a way that they are delighted and generate relationships solid over time.Item Importancia del CRM como estrategia de fidelización de clientes en entidades bancarias(Universidad Santiago de Cali, 2020) Valencia Sánchez, Annie Carolina; Burbano Ceron, Jose MaríaThis document has as orpuse to make known CMR importance like financial consumers loyalty estrategics. For this porpuse it was made a bibliographic review from 2011 to 2020 using SCINCEDIRECT a SCOPUS databases it was found that banks interact in a globalized world where should they focus their efforts to estrategic´s creation o resourse oprtimization do it value to financial consumers. The CMR has become in a key tool for achive objectives through dates´analysis, market requirements, giving effective answers through innovative products and a better services to final score build lasting relationships.The CRM like strategic has to incluied T.I., and human resourses from all organization to be fundamental part of the process support of technologies. It was decided to global world at defferents country banks was implement the CMR throuugh a strategic process undestarding the importance to organizations and like final score the costumer loyalty.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 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 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 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 Influencia del marketing digital en el proceso de decisión de compra de los Millennials en Colombia(Universidad Santiago de Cali, 2020) Ossa Zapata, Laura; Moreno Ricaurte, Jesús EstebanThe purpose of this article is to study the influence of digital marketing on the decision-making process of millennials in Colombia according to the advancement and technological development that has been presented in recent years in the country. in this way, to have an insight into the plans and strategies that organizations have had to incorporate for their support and recognition of it. In order to achieve a good development of this article, a review and obtaining of secondary sources is made as support in books, undergraduate works, articles and research selecting concepts, definitions and characteristics that the millennial presents in Colombia highlighting the digital part as a starting point and as an important column of research of the article. As a result, the article manages to identify the characteristics and reasons why the decision-making process of buying a millennial in colombia is different from a purchase decision process in general and with this, the influence of digital marketing as a fundamental tool for the good development of the company.