scholarly journals Inversión en publicidad: Un análisis de los ingresos del sector automotriz en la provincia de Tungurahua

UDA AKADEM ◽  
2021 ◽  
pp. 96-121
Author(s):  
Víctor Hernán Cifuentes-Suárez ◽  
Kléver Armando Moreno-Gavilanes
Keyword(s):  
Automotive Industry ◽  
Marketing Strategies ◽  
Economic Returns ◽  
Total Income ◽  
Advertising Expenditure ◽  
Consumer Market ◽  
Sales Forecast ◽  
Palabras Clave ◽  
Advertising Spending ◽  
Advertising Expense

A nivel mundial, las empresas buscan insertarse o mantener un buen posicionamiento dentro del mercado de consumo. Constantemente, las industrias investigan nuevas estrategias de marketing para promocionar y publicitar sus bienes o servicios, con el fin de obtener mayores réditos económicos; en Ecuador, la industria automotriz es uno de los sectores productivos que mayor aporte realiza a la economía. El objetivo del estudio fue determinar la incidencia de la inversión en publicidad, mediante el rubro gasto promoción y publicidad sobre los ingresos totales registrados por las principales empresas comercializadoras de vehículos de la provincia de Tungurahua. Con base a lo expuesto, se aplicó un modelo de regresión lineal para correlacionar los ingresos en ventas y el gasto en publicidad- promoción de las concesionarias de vehículos de la provincia de Tungurahua, durante el periodo 2016 – 2019. A través del estudio cuantitativo se analizaron los datos de las empresas seleccionadas y se comprobó que existe una relación del 79% entre el rubro gasto publicidad y los ingresos totales obtenidos. Mediante la ecuación lineal se corroboró que por cada dólar que se suma por concepto de publicidad los ingresos incrementan en $73,83. Finalmente, se pronosticó para el año 2020 una reducción tanto en los ingresos como en el gasto de publicidad. Palabras clave: Inversión, promoción y publicidad, pronóstico, sector automotriz, ventas. orldwide, companies seek to insert or maintain a good position within the consumer market. Industries are constantly looking for new marketing strategies to promote and advertise their goods or services in order to obtain higher economic returns. On the other hand, in Ecuador the automotive industry is one of the productive sectors that makes the greatest contribution to the economy. The objective of the study was to determine the incidence of investment in advertising through the promotion and advertising expense item on the total income registered by the main vehicle marketing companies in the province of Tungurahua. Based on the above, a linear regression model was applied to correlate sales income and advertising-promotion spending of vehicle dealerships in the province of Tungurahua during the period 2016 - 2019. Through the quantitative study they were analyzed the data of the selected companies and it was found that there is a 79% relationship between the advertising expenditure item and the total income obtained. Using the linear equation, it was confirmed that for every dollar added for advertising, income increased by $ 73.83. Finally, a reduction in both revenue and advertising spending was forecast for 2020. Keywords: Investment, automotive sector, promotion and advertising, sales, forecast Víctor

scholarly journals Sensory Marketing in the Quality of Service of the Hotel El Libertador in the City of Riobamba

2021 ◽  
Author(s):  
Diana Carolina García Mayorga ◽  
Jorge Antonio Vasco Vasco ◽  
Juan Carlos Montufar Guevara
Keyword(s):  
Quality Of Service ◽  
Visual Perception ◽  
Service Quality ◽  
Auditory Perception ◽  
Marketing Strategies ◽  
Existing Problems ◽  
Sensory Marketing ◽  
Palabras Clave ◽  
The City

This research aimed to improve the perception of the quality of service of the Hotel El Libertador by means of sensory marketing elements to improve the tourist experience. The study variables were derived from the visual, auditory and kinesthetic perceptions related to the quality of service. In addition, an analysis was performed with the EEG MindWave Mobile 2 biometric equipment, to understand the levels of attention, meditation and blinking. In terms of visual perception, it was determined that attention should be paid to the clothing of the staff (27.6%) and signage (40.9%). The elements of the auditory perception of the hotel had low ratings because the hotel has not implemented elements of auditory sensory marketing in the facilities. Four of the seven elements of the kinesthetic perceptions were not attended and had a weight between 38.3% and 46.7%. As a result of these analyses, a sensory marketing proposal was suggested, which included visual, auditory and kinesthetic marketing strategies, to provide a solution to the existing problems with the hotel facilities. Based on the biometric equipment results, a proposal was made for sensory marketing strategies with elements of experiential communication to be used in the hotel’s facilities which would also improve the perception of service quality. Keywords: sensory marketing, perception, tourism, senses, quality of service, neuromarketing. Resumen La investigación tuvo como objetivo mejorar la percepción en la calidad de servicio del HOTEL EL LIBERTADOR, por medio de elementos de marketing sensorial mejorando la experiencia del turista. La investigación es de tipo correlacional, las variables de estudio se desprenden de la percepción visual, auditiva y kinestésica relacionada con la variable calidad del servicio, además se realizó un análisis con equipo biométrico EEG MindWave Mobile 2 en las instalaciones de la empresa para identificar los niveles de atención, meditación y parpadeo. En los elementos de percepción visual se determinó que se debe prestar atención a la vestimenta del personal que tiene un 27,6% y la señalética 40,9%. Los elementos de la percepción auditiva del hotel tienen una baja calificación porque el hotel no ha implementado elementos de marketing sensorial auditivo en las instalaciones, 4 de los 7 elementos de la percepción kinestésica no han sido atendidos y tienen una ponderación entre 38,3% a 46,7% Por medio de este análisis se planteó una propuesta de marketing sensorial para dar solución a la problemática existente en las instalaciones del hotel, la misma que contiene estrategias de marketing visual, auditivo y kinestésico. Mediante la obtención de resultados y análisis realizados con equipos biométricos, se pudo determinar estrategias de marketing sensorial con elementos de comunicación experiencial en las instalaciones de la empresa hotelera que permita mejorar la percepción de la calidad de servicio. Palabras clave: marketing sensorial, percepción, turísmo, sentidos, calidad de servicio, neuromarketing.

scholarly journals The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand?

2020 ◽  
Vol 84 (3) ◽  
pp. 122-141
Author(s):  
Vardit Landsman ◽  
Stefan Stremersch
Keyword(s):  
Price Elasticity ◽  
Automotive Industry ◽  
Marketing Mix ◽  
Supply Side ◽  
Difference In Differences ◽  
Sales And Marketing ◽  
Side Constraints ◽  
Advertising Spending ◽  
Moderating Role

This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supply-side constraints. The authors study 205 announcements in the automotive industry using a difference-in-differences model. They find that, following collective layoff announcements, layoff firms experience adverse changes in sales, advertising elasticity, and price elasticity. They explore the moderating role of announcement characteristics on these changes and find that collective layoff announcements by domestic firms and announcements that do not mention a decline in demand as a motive are more likely to be followed by adverse marketing-mix elasticity changes. On average, sales for the layoff firm in the layoff country are 8.7% lower following a collective layoff announcement than their predicted levels absent the announcement. Similarly, advertising elasticity is 9.8% lower and price elasticity is 19.2% higher than absent the announcement. Conversely, layoff firms typically decrease advertising spending in the country where collective layoffs have occurred, yet they do not change prices. These findings are relevant to marketing managers of firms undergoing collective layoffs and to analysts of collective layoff decisions.

scholarly journals Strategies for Customer Relationship Management Focused on Loyalty

2021 ◽  
Author(s):  
J. Vasco ◽  
C. Guerra ◽  
F. Favicela ◽  
X. Granizo
Keyword(s):  
Customer Relationship Management ◽  
Business Processes ◽  
Human Resources Management ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Relational Marketing ◽  
Crm System ◽  
Palabras Clave ◽  
Management Approaches

This research examined the customer loyalty process through relational marketing, using Customer Relationship Management (CRM) strategies. A market study was conducted to analyze the current client management approaches. A survey of customers of the company was carried out to investigate what they perceived were important factors influencing their relationship with the organization and determining efficient communication. The study focused on the design of CRM and relational marketing strategies, in order to create tools to improve communication and interaction with the client, so as to help understand customer demands and achieve loyalty. A formal methodology was described for developing and implementing a CRM system that integrates aspects such as defining a customer strategy, re-engineering customer-oriented business processes, human resources management, the computer system, and management of change and continuous improvement. Keywords: strategy, loyalty, customer relationship management, administration, communication. Resumen La administración de la relación con el cliente es el proceso general de establecer y mantener relaciones redituables con los clientes al entregarles más valor y mayor satisfacción. El presente trabajo de investigación está enfocado en solucionar el deficiente proceso de fidelización del cliente por medio del marketing relacional. Para contribuir con el objetivo de la investigación, se realizó un estudio para analizar la gestión del cliente a través de una encuesta a los clientes actuales de la empresa ‘Ambaplass’ dedicada a la comercialización de productos de consumo masivo, ubicada en la cuidad de Ambato. El estudio se centró en torno al diseño de estrategias de comunicación con el objetivo de crear herramientas que permitan una mejor interacción con el mismo, además de conocer sus exigencias y lograr su fidelización. Los principales hallazgos de la investigación determinaron que el 63% de los encuestados son de sexo femenino, el 36% de los clientes tienen entre 26 y 35 años, el 40% de los encuestados son clientes desde hace un tiempo aproximado de 6 a 12 meses, el 46% realizan compras de 2 a 3 veces al mes, el 62% de los encuestados hacen uso de WhatsApp, en tanto que el 6% no utiliza ninguna red social, el 43% considera que la capacidad de resolución de problemas en la empresa es bueno y apenas el 41% de clientes está satisfecho con el departamento de ventas. Mediante los resultados obtenidos se puede evidenciar que existe satisfacción del cliente pero no fidelización del mismo. Palabras clave: estrategias, fidelización, administración de la relación con el cliente, comunicación.

scholarly journals Just in Time Purchasing an Approach in Supply Chain Management and Its Relevance to Indian Automotive Industry

2005 ◽  
Vol 4 (1) ◽  
pp. 18-24
Author(s):  
T V Raju ◽  
R K Gopal
Keyword(s):  
Supply Chain ◽  
Automotive Industry ◽  
Business Management ◽  
Global Market ◽  
Marketing Strategies ◽  
Just In Time ◽  
Market Place ◽  
Chain Management ◽  
New Models ◽  
New Ideas

In today's highly competitive global market place the pressure on organizations to find new ways to create and deliver value to the customers grows ever stronger. There have been many new ideas and concepts in business management over the last thirty or so years, some of which have endured and others discarded. However, perhaps one of the most significant principles to become widely adopted and practiced is that of just in time, or JIT. It is a philosophy as much, as it is a technique; it is based upon the simple idea that wherever possible no activity should take place in the system until there is a need for it. With increasing pressures on profits, due to the launch of several new models, with marginal differences in prices, Indian Automotive companies would do well to move towards JIT purchasing systems. Given the extent and variety of constraints and the existing purchasing mindset in Indian Automotive industry, it'will take some more time to understand and practice the technique. This paper attempts to understand the possibilities of implementing JIT technique in the Indian automotive industry. This will help the automotive component manufacturers to effectively formulate their marketing strategies to create value to their OEM customers. It also helps the vehicle manufacturers to be competitive in the end market.

scholarly journals Identifying time trends in advertising expenditure components

2009 ◽  
Vol 6 (2) ◽  
Author(s):  
Katarina Košmelj ◽  
Vesna Žabkar
Keyword(s):  
Structural Changes ◽  
Compositional Data ◽  
Distance Measure ◽  
Advertising Expenditure ◽  
Standard Distance ◽  
Simple Alternative ◽  
Zero Values ◽  
Advertising Spending ◽  
Insight Into ◽  
Specific Distance

The study analyzes the components of advertising spending for a group of European countries with stable total advertising spending over the period 1994–2007. Three components of advertising spending were considered: Electronic, Print, and Online. Our main objective was to study how the components were restructured within the period under study and to find clusters of similar countries. A specific distance for time series, which is expressed as a linear combination of a standard distance measure and the weights, was to be used. The standard distance used for compositional data is the Aitchison distance, however it was found unsuitable due to zero and near zero values in the Online component. As a simple alternative a linear regression model on the components was used, followed by standard cluster analysis on the regression estimates. Results enable a deeper insight into the level of each component and into the structural changes in components for clusters of examined countries.

Building Brands in Emerging Economies

2019 ◽  
pp. 304-315
Author(s):  
Sandra Nunez ◽  
Raquel Castaño
Keyword(s):  
Emerging Economies ◽  
Dynamic Process ◽  
Marketing Strategies ◽  
Consumer Market

One of the most important goals of brand managers is to build strong, long-lasting brands. The meaning consumers give to brands comes from a dynamic process of interpretation formed in terms of the context in which they are used, the socio-psychological nature of their consumers, and the cultures to which these costumers belong. By acknowledging the importance of understanding how brands can be built in emerging economies, this paper analyzes the case of three brands in three different emerging economies. We highlight how successful firms develop their marketing strategies based on their understanding of the local consumer market they are serving. Ultimately, this paper is intended to provide managerial guidance on the basis of the analysis of brands and consumers in emerging economies.

Building Brands in Emerging Economies

2016 ◽  
pp. 183-194
Author(s):  
Sandra Nunez ◽  
Raquel Castaño
Keyword(s):  
Emerging Economies ◽  
Dynamic Process ◽  
Marketing Strategies ◽  
Consumer Market

One of the most important goals of brand managers is to build strong, long-lasting brands. The meaning consumers give to brands comes from a dynamic process of interpretation formed in terms of the context in which they are used, the socio-psychological nature of their consumers, and the cultures to which these costumers belong. By acknowledging the importance of understanding how brands can be built in emerging economies, this paper analyzes the case of three brands in three different emerging economies. We highlight how successful firms develop their marketing strategies based on their understanding of the local consumer market they are serving. Ultimately, this paper is intended to provide managerial guidance on the basis of the analysis of brands and consumers in emerging economies.

Patronage motives of mature consumers in the selection of food and grocery stores

2004 ◽  
Vol 21 (2) ◽  
pp. 123-133 ◽  
Author(s):  
George Moschis ◽  
Carolyn Curasi ◽  
Danny Bellenger
Keyword(s):  
Factor Analysis ◽  
Marketing Strategies ◽  
Grocery Store ◽  
Grocery Stores ◽  
Consumer Market ◽  
Food Stores ◽  
Aging Society ◽  
Wide Range ◽  
Household Heads ◽  
Selection Of

We live in an aging society, thus, it is important for businesses to develop a solid understanding of the older consumer. The food and grocery store industry is no exception since mature consumers spend more money on the average at food stores than their younger aged counterparts. Because there are marked differences within the large, mature consumer market, different marketing strategies are required even within this market to ensure the greatest success. This research employs a random, nation‐wide, sample of 10,500 names of household heads drawn from seven age categories. The literature from a wide range of disciplines was examined to explore factors and events affecting preferences and motives in the selection of food stores. Using factor analysis, four gerontological segments resulted that best describe the mature consumer market. Marketing strategies are offered suggesting how to most effectively appeal to older consumers in general as well as more precise strategies for successfully appealing to the four gerontological segments.

scholarly journals Aplikasi Augmented Reality Berbasis Vuforia dan Unity Pada Pemasaran Mobil

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
Fransisca Kristina Mega
Keyword(s):  
Augmented Reality ◽  
Marketing Strategy ◽  
Real Time ◽  
Automotive Industry ◽  
Services Marketing ◽  
Marketing Strategies ◽  
Business World ◽  
Augmented Reality Technology ◽  
World Development ◽  
2D Images

In the current era of globalization, world development is increasingly difficult. Companies are required to be more innovative and creative in the marketing strategy of goods or services. Marketing strategies using media that create statistics cannot provide real-time feedback. Marketing strategies using media will increasingly attract the attention of consumers and become more interactive for consumers. Application of Augmented Reality technology based on Unity and Vuforia on marketing strategies that provide the best solutions in the automotive industry business world, consumers can see cars that are supported in realtime, types of cars that are not available in showrooms and marketing is done at certain events. Augmented Reality technology converts 2D images into 3D, this of course gives satisfaction to customers to see the cars offered. The results of this study use a marketing strategy with the application of Augmented Reality technology based on Unity and Vuforia to make it easier for consumers to see c rs in realtime and also provide convenience for manufacturers in terms of marketing and provide improvements in supplying their products.

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