The present investigation was developed in order to develop advertising strategies that allow managing the commercialization of commercial premises by COVID-19. The study of the state of the art allowed the development of solid criteria for understanding the object-study problem. Subsequently, the service of the business was diagnosed, for which an interview was applied to the owner about the advertising management they carry out and their level of effectiveness reflected in sales, where the Pareto method consisted of the classification by levels of rotation of the products in A, B and C, to define effective advertising strategies. An observation sheet was carried out in the business and a survey was carried out on a sample of 70 clients, evaluating the perception of the effectiveness of the advertising strategies, whose results were processed in the SPSS Software version 21, where the r...

Based on the actions carried out by the "Los Passaos: Emprenden con Historia" project, the objective is to perform a diagnosis of the commercial image in order to evaluate the elements that make up the brand in the businesses located in the Leónidas Plaza parish. The study focuses on a quantitative and exploratory-descriptive approach, and the sample consists of 389 businesses selected through non-probabilistic convenience sampling. Among the most representative results, it was found that the large format printing was recognized as "adequate" by 50 % of the respondents, as well as the internal signage, reflected by 31.6 % of those surveyed. However, the corporate identity of the workers was recognized as "inadequate" by 36.8 % of the total number of evaluated locations, denoting a deficiency in these three elements. The Cronbach's alpha of 0.847 recognizes a very good reliability of the...

Competitive marketing has become the most effective tool to achieve a better market share at the regional level. The objective of the study was to analyze the effectiveness of a competitive marketing strategy to improve the positioning of the H Sports Bar in Bahía de Caráquez. Under the quantitative context, the descriptive method was applied to develop a study that describes the facts based on the applied instruments. Among the most relevant results, they referred to taking into account bars as a source of entertainment, which can be seen with the objectivity with which bars are rated. Based on this, several strategies can be proposed to strengthen the image, and achieve the loyalty of potential clients. Among the strengths of H Sports bar are the market, loyalty and market segmentation, which is compared with another location to see what the strengths of each one are and thus improve...

Entrepreneurships under post-covid19 conditions have developed new digital marketing strategies to position themselves in the local and regional market. The present study pursued the objective of implementing organic Facebook advertising strategies to increase sales in "Novedades Jimber" Leónidas Plaza. A methodology directed in two stages was used, the first consisted of diagnosing the level of the enterprise and competitors; The second stage was structured to develop advertising based on the geographical scope, the objectives and the means of dissemination, paying tribute to a mixed inquiry consisting of collecting, analyzing and integrating both quantitative and qualitative research. The method used was the descriptive analytic that made it easier to determine the effectiveness of advertising on social networks. The study population is the customers who frequent the business through ...

Context: Business bread currently plays a leading role in ventures. Objective: develop a diagnosis in commercial activity to verify the prevalence of business plans and their contribution to the tourism sustainability of the Sucre-San Vicente destination. Method: The research is quantitative and was based on statistical figures obtained from the Extension Tourism Observatory. The explanatory analytical method sought to determine the main causes and effects that have generated the absence of business plans in the different tourist facilities in the sector under study. The population represented by 51 gastronomic infrastructures, 70 commerce and shops and 39 fashion and beauty establishments representing 50.3% of the total services considering a simple non-probabilistic random sampling. Results: A questionnaire of 10 questions was applied on the Likert scale where it was observed that 92.7...

In this article we studied the impact of content marketing as a positioning strategy for the tourist resource "Cascada 9 de Octubre", located in the parish of San Isidro. Through the investigation, it was determined that the tourist destination has great growth potential, due to its position and the tourist service it offers, but it does not have an adequate promotion management, this is because they are unaware of the impact that marketing has. of content. The objective framed in developing an effective content marketing strategy based on the geographical reach and based on the content to position a tourist resource. Within the study, a descriptive analytical investigation was carried out, using a qualitative and quantitative inquiry, while the techniques that were used were a survey questionnaire and an observation sheet to be able to see, analyze the influence of this factor within th...