Modelo de marketing para la Pañalera Ositos Azul y Rosa
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Fecha
2021
Autores
Duarte Álvarez, Juan Carlos
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Los modelos de Marketing han venido evolucionando, siendo este el que evidencia la estructura y las capacidades para llevar a cabo operaciones comerciales en las que se crear y retiene valor al explotar oportunidades de negocios, por tanto, basándonos en lo anterior, la realidad del sector retail pañalero de Cúcuta departamento Norte de Santander, tiene grandes oportunidades de negocio. En este sentido se ha desarrollado una investigación de orden positivista, cuantitativa no experimental, con unos objetivos encaminados a proponer un modelo de marketing que permita la maximización de valor de los stakeholders , para lograrlo se aplicaron encuestas a una muestra tomada de una población determinada, que correspondió de 100 clientes directos de la pañalera Ositos Azul y Rosa, con una error de estimación correspondiente al 10%, instrumento diseñado cuyo Coeficiente de confiabilidad Alfa de Cronbach arrojó 86.11% de confiablidad. Los resultados una vez analizados permitieron identificar factores críticos que brindaron las bases para el diseño del modelo para la pañalera Ositos Azul y Rosa.
Marketing models have been evolving, this being the one that shows the structure and capacities to carry out commercial operations in which value is created and retained by exploiting business opportunities, therefore, based on the above, the reality of the sector The retail diaper of Cúcuta, Norte de Santander department, has great business opportunities. In this sense, a positivist, quantitative, non-experimental investigation has been developed, with objectives aimed at proposing a marketing model that allows the maximization of the value of the stakeholders, to achieve this, surveys were applied to a sample taken from a certain population. that corresponded to 100 direct customers of the Ositos Azul y Rosa diaper bag, with an estimation error corresponding to 10%, an instrument designed whose Cronbach's alpha reliability coefficient yielded 86.11% reliability. Once the results were analyzed, it was possible to identify critical factors that provided the basis for the design of the model for the Blue and Pink Bears diaper bag.
Marketing models have been evolving, this being the one that shows the structure and capacities to carry out commercial operations in which value is created and retained by exploiting business opportunities, therefore, based on the above, the reality of the sector The retail diaper of Cúcuta, Norte de Santander department, has great business opportunities. In this sense, a positivist, quantitative, non-experimental investigation has been developed, with objectives aimed at proposing a marketing model that allows the maximization of the value of the stakeholders, to achieve this, surveys were applied to a sample taken from a certain population. that corresponded to 100 direct customers of the Ositos Azul y Rosa diaper bag, with an estimation error corresponding to 10%, an instrument designed whose Cronbach's alpha reliability coefficient yielded 86.11% reliability. Once the results were analyzed, it was possible to identify critical factors that provided the basis for the design of the model for the Blue and Pink Bears diaper bag.
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Palabras clave
Servicio al cliente, Portafolio de productos, Servicios, Customer service, Portfolio of products, Services