Estrategias de marketing y su incidencia en el volumen de ventas de las mipymes del cantón Camilo Ponce Enríquez.

Abstract

Among the operating activities of a company, regardless of its size, marketing strategies are present as a fundamental tool to achieve adequate development and growth within a competitive market, because without the application of this tool, the use of both human and economic resources would be wasted, leaving the company at a disadvantage compared to today's business competition.The MiPymes of Camilo Ponce Enriquez canton, has companies of different sizes that offer different products and services, by applying qualitative research techniques, it was found that most of them have been in the market for years, without obtaining any growth, while others in smaller quantities using promotional marketing, such as offers, sweepstakes, or discounts, is what has allowed them to remain and stand out from the competition. Therefore, marketing strategies, being a group of elaborated plans focused on the promotion of a product or service and according to the results of the surveys obtained, the use of social networks, is in full business boom, allowing entrepreneurs in the studied environment, to increase sales volume and gain an advantage over the competition. Those MiPymes that were selected as a survey sample, show to be interested and prepared to use marketing strategies, because they point to digital marketing as the main tool in boosting sales, because it is profitable, facilitates the creation of direct contact with customers, because it allows a personalized experience, also the direct and effective treatment becomes a greater commitment, therefore, greater customer satisfaction.