Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020

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The intermediate channel represents a high level of profitability for GPS marketing companies, due to their strategic alliances with insurers to obtain the database of customers who require the installation of GPS on a mandatory basis before receiving their new cars and that they will be automatical...

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Autor: León Ratto, Augusto Gerardo
Formato: artículo
Fecha de Publicación:2021
Institución:Universidad Nacional Mayor de San Marcos
Repositorio:Revistas - Universidad Nacional Mayor de San Marcos
Lenguaje:español
OAI Identifier:oai:ojs.csi.unmsm:article/21814
Enlace del recurso:https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/21814
Nivel de acceso:acceso abierto
Materia:Intermediate Channel
business positioning
marketing strategies
GPS
Canal Intermedio
posicionamiento empresarial
estrategias de marketing
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spelling Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020Estrategias de marketing en el canal intermedio y posicionamiento para el sector de empresas comercializadoras de GPS en el Perú periodo 2018 - 2020León Ratto, Augusto GerardoLeón Ratto, Augusto GerardoIntermediate Channelbusiness positioningmarketing strategiesGPSCanal Intermedioposicionamiento empresarialestrategias de marketingGPSThe intermediate channel represents a high level of profitability for GPS marketing companies, due to their strategic alliances with insurers to obtain the database of customers who require the installation of GPS on a mandatory basis before receiving their new cars and that they will be automatically referred to your companies. Therefore, the present research aims to verify the relationship that exists between the marketing strategies of the intermediate channel and the positioning of the companies that provide GPS services throughout Peru for the period 2018 - 2020. The approach has been quantitative; non-experimental, descriptive, correlational and longitudinal design, the questionnaire being the data collection instrument that was applied in a sample of 168 clients with GPS service. Demonstrating with the results obtained, the existence of a relationship of marketing strategies oriented to the intermediate channel and the positioning of the companies that market GPS in Peru, with a Chi square value of 334.868 and a significance level of 0.001, this being very high. Therefore, the creation of strategic alliances is a necessity to obtain greater profitability in vehicle insurers and the better positioning of GPS companies.El canal intermedio representa un alto nivel de rentabilidad para las empresas comercializadoras de GPS, debido a sus alianzas estratégicas con las aseguradoras para obtener la base de datos de los clientes que requieren la instalación del GPS de manera obligatoria antes de recibir sus autos nuevos y que serán derivados de manera automática a sus empresas. Por lo cual, la presente investigación tiene como objetivo comprobar la relación que existe entre las estrategias de marketing del canal intermedio y el posicionamiento de las empresas que brindan servicio de GPS en todo el Perú para el periodo 2018 - 2020. El enfoque ha sido cuantitativo; diseño no experimental, descriptivo, correlacional y longitudinal, siendo el cuestionario, el instrumento de recopilación de datos que fue aplicado en una muestra de 168 clientes con servicio de GPS. Demostrando con los resultados obtenidos, la existencia de una relación de estrategias de marketing orientada al canal intermedio y el posicionamiento de las empresas que comercializan GPS en Perú, con un valor de Chi cuadrado de 334,868 y un nivel de significación de 0.001, siendo esta muy alta. Por tanto, la creación de alianzas estratégicas es una necesidad para obtener una mayor rentabilidad en las aseguradoras vehiculares y el mejor posicionamiento de las empresas de GPS.Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas2021-12-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtículo revisado por paresapplication/pdfhttps://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/2181410.15381/gtm.v24i48.21814Gestión en el Tercer Milenio; Vol. 24 No. 48 (2021); 13-20Gestión en el Tercer Milenio; Vol. 24 Núm. 48 (2021); 13-201728-29691560-9081reponame:Revistas - Universidad Nacional Mayor de San Marcosinstname:Universidad Nacional Mayor de San Marcosinstacron:UNMSMspahttps://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/21814/17405Derechos de autor 2021 Augusto Gerardo León Rattohttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:ojs.csi.unmsm:article/218142021-12-23T11:36:58Z
dc.title.none.fl_str_mv Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
Estrategias de marketing en el canal intermedio y posicionamiento para el sector de empresas comercializadoras de GPS en el Perú periodo 2018 - 2020
title Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
spellingShingle Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
León Ratto, Augusto Gerardo
Intermediate Channel
business positioning
marketing strategies
GPS
Canal Intermedio
posicionamiento empresarial
estrategias de marketing
GPS
title_short Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
title_full Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
title_fullStr Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
title_full_unstemmed Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
title_sort Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
dc.creator.none.fl_str_mv León Ratto, Augusto Gerardo
León Ratto, Augusto Gerardo
author León Ratto, Augusto Gerardo
author_facet León Ratto, Augusto Gerardo
author_role author
dc.subject.none.fl_str_mv Intermediate Channel
business positioning
marketing strategies
GPS
Canal Intermedio
posicionamiento empresarial
estrategias de marketing
GPS
topic Intermediate Channel
business positioning
marketing strategies
GPS
Canal Intermedio
posicionamiento empresarial
estrategias de marketing
GPS
description The intermediate channel represents a high level of profitability for GPS marketing companies, due to their strategic alliances with insurers to obtain the database of customers who require the installation of GPS on a mandatory basis before receiving their new cars and that they will be automatically referred to your companies. Therefore, the present research aims to verify the relationship that exists between the marketing strategies of the intermediate channel and the positioning of the companies that provide GPS services throughout Peru for the period 2018 - 2020. The approach has been quantitative; non-experimental, descriptive, correlational and longitudinal design, the questionnaire being the data collection instrument that was applied in a sample of 168 clients with GPS service. Demonstrating with the results obtained, the existence of a relationship of marketing strategies oriented to the intermediate channel and the positioning of the companies that market GPS in Peru, with a Chi square value of 334.868 and a significance level of 0.001, this being very high. Therefore, the creation of strategic alliances is a necessity to obtain greater profitability in vehicle insurers and the better positioning of GPS companies.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-23
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/21814
10.15381/gtm.v24i48.21814
url https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/21814
identifier_str_mv 10.15381/gtm.v24i48.21814
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/21814/17405
dc.rights.none.fl_str_mv Derechos de autor 2021 Augusto Gerardo León Ratto
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2021 Augusto Gerardo León Ratto
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas
publisher.none.fl_str_mv Universidad Nacional Mayor de San Marcos, Facultad de Ciencias Administrativas
dc.source.none.fl_str_mv Gestión en el Tercer Milenio; Vol. 24 No. 48 (2021); 13-20
Gestión en el Tercer Milenio; Vol. 24 Núm. 48 (2021); 13-20
1728-2969
1560-9081
reponame:Revistas - Universidad Nacional Mayor de San Marcos
instname:Universidad Nacional Mayor de San Marcos
instacron:UNMSM
instname_str Universidad Nacional Mayor de San Marcos
instacron_str UNMSM
institution UNMSM
reponame_str Revistas - Universidad Nacional Mayor de San Marcos
collection Revistas - Universidad Nacional Mayor de San Marcos
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1795238264711413760
score 13.93619
Marketing Strategies in the intermediate channel and positioning for the sector of GPS marketing companies in Perú period 2018 - 2020
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