Modelo de marketing para empresas del sector marroquinero de Cúcuta, Norte de Santander
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Fecha
2021
Autores
López, María Del Carmen
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente proyecto de investigación está orientado a determinar los factores endógenos y exógenos que influyen en el sector marroquinero de la ciudad de Cúcuta, Departamento Norte de Santander, para posteriormente realizar un análisis del comportamiento de dichos factores con la finalidad de diseñar y proponer un modelo de marketing acorde a sus necesidades y en pro del fortalecimiento del sector Marroquinero. Para ello, se determinan cuatro (4) dimensiones las cuales son: mezcla de mercadeo, segmentación del mercado, marketing digital y mercado general; que incluyen quince (15) sub-dimensiones y cincuenta y cuatro (54) indicadores.
En efecto, para determinar los factores endógenos y exógenos se realiza un estudio tomando como base antecedente relacionados con el marketing e incluso teniendo en cuenta la experiencia empírica acerca del sector por parte del investigador. Por consiguiente, se realiza una matriz de operacionalización, de la cual se determinan los ítems que posteriormente hace parte del instrumento que será aplicado a la población objeto de estudio, con la finalidad de recolectar información pertinente para identificar el modelo de marketing presente en el sector y luego, con base en ello, diseñar y proponer el modelo de marketing innovador como el aporte al sector marroquinero de la ciudad de Cúcuta.
This research Project is aimed at determining the endogenous and exogenous factors that influence the leather sector of the city of Cúcuta, Norte de Santander Department, to later carry out an analysis of the behavior of these variables in order to design and propose a model of marketing according to your needs and in favor of the strengthening of the leather sector. For this, four (4) dimensions are determined which are: marketig mix, market segmentation, digital marketing and general market; that include fifteen (15) subdimensions and fifty-four (54) indicators. Indeed, in order to determine endogenous and exogenous factors, a study is carried out on the basis of antecedent related to marketing and even taking into account the empirical experience of the sector by the researcher. Consequently, an operationalization matrix is made, from which the items that later become part of the instrument that will be applied to the population under study are determined, in order to collect relevant information to identify the marketing model present in the sector and then, based on this, design and propose the innovative marketing model such as the report to the leather sector of the city of Cúcuta
This research Project is aimed at determining the endogenous and exogenous factors that influence the leather sector of the city of Cúcuta, Norte de Santander Department, to later carry out an analysis of the behavior of these variables in order to design and propose a model of marketing according to your needs and in favor of the strengthening of the leather sector. For this, four (4) dimensions are determined which are: marketig mix, market segmentation, digital marketing and general market; that include fifteen (15) subdimensions and fifty-four (54) indicators. Indeed, in order to determine endogenous and exogenous factors, a study is carried out on the basis of antecedent related to marketing and even taking into account the empirical experience of the sector by the researcher. Consequently, an operationalization matrix is made, from which the items that later become part of the instrument that will be applied to the population under study are determined, in order to collect relevant information to identify the marketing model present in the sector and then, based on this, design and propose the innovative marketing model such as the report to the leather sector of the city of Cúcuta
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Palabras clave
Modelo de marketing, Innovación, Mezcla de mercadeo, Segmentación del mercado, Marketing digital, Marketing model, Innovation, Marketing mix, Market segmentation, Digital marketing
