Las estrategias de marketing en la venta de electrodomésticos en la ciudad de Guayaquil.

Abstract

This paper has as objective to analyze marketing strategies in the sale of household appliances in Guayaquil city, so it was essential to make a bibliographic and field compilation in order to make the relevant analyzes. In the first place, it was necessary to make a historical compilation about the birth and evolution of this economic sector in the country, as well as the growth in sales of the different shops that are located in the city and are part of this business portfolio. Secondly, this investigation presents the transition that organizations in this economic sector have faced in terms of traditional marketing strategies and digital marketing, and how both have been complemented over the years to the present to be able to attract more customers. Finally, an analysis of the marketing mix strategies is made with the focus of the 4p's and their exemplification in the household appliances sector.