La mezcla promocional y la estrategia de crecimiento de la Empresa Campobal S.A.C. en Huamachuco, año 2017

• Autor: Morales Escobedo, Jenny Yessi
• Formato: tesis de grado
• Fecha de Publicación: 2018
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/12795
• Enlace del recurso: https://hdl.handle.net/20.500.14414/12795
• Nivel de acceso: acceso abierto
• Materia: Mezcla promocional; Estrategia de crecimiento; Expansión de mercado

The present research work took place in the company Campobal S.A. from the city of Huamachuco, Province of Sánchez Carrión, La Libertad Region. Its general objective was to determine what relationship exists between the Promotional Mixture and the Growth Strategy of the company Campobal SAC in Huamachuco, year 2017. The research problem that was established was whats relationship exists between the Promotional Mixture and the Growth Strategy of the company Campobal SAC in Huamachuco, year 2017?. Regarding materials and methods, the study population was made up of the 75 clients and 10 workers of the company, constituting at the same time the sample for being small populations; the data collection techniques were the survey whose instrument was the questionnaire that was applied to the two study samples and the interview guide applied to the company administrator. The type of the investigation was non-Experimental, descriptive design Transectional or cross-sectional type correlational. After obtaining and analyzing the results, the hypothesis that "The Promotional Mix has a positive relationship with the Growth Strategy of the company Campobal S.A.C. in Huamachuco, year 2017 ". The main conclusion is that the Promotional Mix had a positive relationship with the Growth Strategy, since the independent variable has dimensions that qualify at a regular level (weaknesses in advertising, promotion, personal selling and public relations), which implies a regular effect on the dependent variable (limited market coverage and product innovation), however, has a dimension that is located at a high level (direct marketing). Therefore, it is recommended to advertise more frequently in different media; provide discounts for larger purchases; grant gifts, coupons, and calendars; have staff that can offer good service to customers who call or visit the establishment; and participate in civic and community activities in coordination with municipal authorities and community leaders, in order to project a good image to the general public.