Marketing directo para mejorar el posicionamiento de la empresa Turismo Días S.A. de la ciudad de Trujillo - 2018

• Autor: Armas Becerra, Cinthia Yaneli
• Formato: tesis de grado
• Fecha de Publicación: 2019
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/17875
• Enlace del recurso: https://hdl.handle.net/20.500.14414/17875
• Nivel de acceso: acceso abierto
• Materia: Estrategia de marketing; Diferenciación; Posicionamiento

The objective of the investigation was to determine if the direct marketing plan will positively improve the positioning of the company Turismo Días S.A. of the city of Trujillo - 2018, The investigation was according to the purpose that it pursued: Applied, Place or resources where the required information was obtained: Mixed, to the orientation that it pursued: descriptive, correlational, To the role that the researcher exerted on the factors or characteristics that are the object of study: Not experimental, To the period of time in which it was developed: Transversal, To the place where the research was developed: Field. The following results were obtained: 38.28% of the clients indicated that the level of direct marketing in the company Tourism Days of the city of Trujillo is bad, 23.44% indicated that it is regular and 38.28% indicated that it is good; The level of positioning in the company Tourism Days of the city of Trujillo is low with a value of 30.47%, medium with a value of 32.81% and high with a value of 36.72%, which indicates that it has a tendency to be good. The following conclusion was reached: there is a positive and significant relationship between the direct marketing plan and the positioning; therefore it is concluded that if the direct marketing plan improves, the level of positioning of the company will increase.