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Diagnóstico de Aplicación de la Mezcla de Mercadotecnia en las Pymes de Santa María de El Oro, Durango

In: La investigación empírica en las ciencias administrativas y negocios

Author

Listed:
  • Rosa Esperanza Díaz Torres

    (Instituto Tecnológico Superior de Santa María de El Oro)

  • Jessica Lopez Varela

    (Instituto Tecnológico Superior de Santa María de El Oro)

Abstract

Este trabajo de investigación tiene como finalidad analizar las estrategias de la mezcla de la mercadotecnia en el desarrollo e innovación de nuevos productos, que las Pymes de la comunidad de Santa María del Oro, Durango, basado en la metodología de Pyme Jica; analizando la categoría tres, denominada ventas y tiendas, en el cual se mide la ubicación y escaparate, estrategias de plan de ventas, mercancía, precio y promoción, administración de clientes, obteniendo como resultado que: la aplicación de las estrategias de producto, precio, plaza y promoción son nulas o escasas en las Pymes de Santa María del Oro, propiciando con ello baja competitividad.

Suggested Citation

  • Rosa Esperanza Díaz Torres & Jessica Lopez Varela, 2021. "Diagnóstico de Aplicación de la Mezcla de Mercadotecnia en las Pymes de Santa María de El Oro, Durango," Capítulos - La Investigación Empírica en las Ciencias Administrativas y Negocios, in: Dora Aguilasocho Montoya & Jaime Apolinar Martinez Arroyo & Irma Cristina Espitia Moreno (ed.), La investigación empírica en las ciencias administrativas y negocios, edition 1, chapter 7, pages 109-120, Universidad Michoacana de San Nicolás de Hidalgo, Facultad de Contaduría y Ciencias Administrativas.
    • Handle: RePEc:msn:liecan:15-07
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    More about this item

    Keywords

    Small and medium-sized enterprises (SMEs); product; price; place; promotion;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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