El trade marketing en la evolución comercial de la empresa Grupo el Rosado de Ecuador
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customers
distribution
strategies
segmentation
merchandising
clientes
distribución
estrategias
merchandising
segmentación
distribution
strategies
segmentation
merchandising
clientes
distribución
estrategias
merchandising
segmentación
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Volume Title
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Instituto Tecnológico de Santo Domingo (INTEC)
El sistema comercial ha evoluciona en su forma de hacer negocios, para incrementar su accionar en los procesos de ventas y distribución ha utilizado diferentes estrategias para llegar a los clientes satisfactoriamente. El presente trabajo tiene como objetivo fundamentar la importación de utilizar el trade marketing en el sistema comercial tomando como ejemplo la empresa Grupo el Rosado en su evolución comercial en Ecuador. Para esta investigación se utilizó un estudio bibliográfico y documental de artículos científicos, tesis, libros y periódicos, publicados en base de datos virtuales y físicas de carácter especializados en marketing, lo cual forma un aporte explicativo, basado en un estudio inductivo partiendo de lo general al análisis teórico. Se concluye que el trade marketing permite a las empresas tener un crecimiento vertiginoso en el sistema comercial que permite fundamentar con diferentes estrategias como, merchandising, gestión de categorías por productos, promociones, programas de recompensas, estrategias de segmentación basadas en el comportamiento de compra, al desarrollar estas estrategias comerciales las empresas logran tener un crecimiento significativo en los diferentes segmentos de mercados para generar satisfacción del cliente. Finalmente, se plantea que las empresas que utilizan el trade marketing optimicen la logística y mejoren las ventas para generar una cadena de valor que este interrelacionado con los clientes.
The commercial system has evolved in the way of doing business, to increase its actions in the sales and distribution processes, it has used different strategies to successfully reach customers. The objective of this work is to support the importation of using trade marketing in the commercial system, taking the Grupo el Rosado company as an example in its commercial evolution in Ecuador. For this research, a bibliographic and documentary study of scientific articles, theses, books and newspapers, published in virtual and physical databases specialized in marketing, was used, which forms an explanatory contribution, based on an inductive study based on the general to theoretical analysis. It is concluded that trade marketing allows companies to have a vertiginous growth in the commercial system that allows to base with different strategies such as merchandising, product category management, promotions, reward programs, segmentation strategies based on purchasing behavior, By developing these commercial strategies, companies achieve significant growth in different market segments to generate customer satisfaction. Finally, it is proposed that companies that use trade marketing optimize logistics and improve sales to generate a value chain that is interrelated with customers.
The commercial system has evolved in the way of doing business, to increase its actions in the sales and distribution processes, it has used different strategies to successfully reach customers. The objective of this work is to support the importation of using trade marketing in the commercial system, taking the Grupo el Rosado company as an example in its commercial evolution in Ecuador. For this research, a bibliographic and documentary study of scientific articles, theses, books and newspapers, published in virtual and physical databases specialized in marketing, was used, which forms an explanatory contribution, based on an inductive study based on the general to theoretical analysis. It is concluded that trade marketing allows companies to have a vertiginous growth in the commercial system that allows to base with different strategies such as merchandising, product category management, promotions, reward programs, segmentation strategies based on purchasing behavior, By developing these commercial strategies, companies achieve significant growth in different market segments to generate customer satisfaction. Finally, it is proposed that companies that use trade marketing optimize logistics and improve sales to generate a value chain that is interrelated with customers.
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info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
info:eu-repo/semantics/publishedVersion
Source
Science, Economy & Business; Vol. 5 No. 2 (2021): Science, Economics and Business; 117-118
Ciencia, Economía y Negocios; Vol. 5 Núm. 2 (2021): Ciencia, Economía y Negocios; 117-118
2613-8778
2613-876X
10.22206/ceyn.2021.v5i2
Ciencia, Economía y Negocios; Vol. 5 Núm. 2 (2021): Ciencia, Economía y Negocios; 117-118
2613-8778
2613-876X
10.22206/ceyn.2021.v5i2