Impacto de los canales de comercialización para la pequeña y mediana empresa agricola de la provincia del oro

Abstract

The economic growth of a nation is supported by the triad made up of the business function, competitiveness and economic freedom, which is why governments establish policies in order to promote the creation, stability and development of small and medium enterprises, Considering this context, the objective is: to analyze the impact of marketing channels on small and medium-sized agricultural companies in the province of El Oro; For this, information from the different bibliographic databases, scientific articles, books, among other sources of information, was used; After analyzing the subject, it is possible to conclude that: there are direct, indirect and hybrid marketing channels; the channels used for consumer products can be of different types: producers – consumers, producers - retailers – consumers, producers – wholesalers-retailers or retailers-consumer, consumers-retailer, producers − agent − wholesaler − retailer − consumer consumers and final consumer; these marketing channels have advantages and disadvantages, direct channels allow you to reach the producer directly where the people who demand the product, however, these have among their disadvantages the restriction of assistance to potential buyers; on the other hand, intermediaries intervene in the indirect channels, they contribute to the specialization and distribution of functions, they have the disadvantage that in many cases there are several intermediaries, in each of these the product becomes more expensive, as a consequence the product arrives with a higher price to the end consumer.