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Camero, G., Salinas, D. (2020). Marketing directo y posicionamiento de la Empresa Vinelly S.A.C. en el distrito de Wanchaq, 2019 [Tesis, Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/3587
Camero, G., Salinas, D. Marketing directo y posicionamiento de la Empresa Vinelly S.A.C. en el distrito de Wanchaq, 2019 [Tesis]. PE: Universidad Andina del Cusco; 2020. https://hdl.handle.net/20.500.12557/3587
@misc{renati/27659,
title = "Marketing directo y posicionamiento de la Empresa Vinelly S.A.C. en el distrito de Wanchaq, 2019",
author = "Salinas Paullo, Darwin",
publisher = "Universidad Andina del Cusco",
year = "2020"
}
Título: Marketing directo y posicionamiento de la Empresa Vinelly S.A.C. en el distrito de Wanchaq, 2019
Autor(es): Camero Cruz, Grisbeth; Salinas Paullo, Darwin
Asesor(es): León Casafranca, María del Carmen
Palabras clave: Marketing online; Venta personal; Marketing de correo o directo; Marketing por catálogo; Marketing por televisión; Telemarketing; Posicionamiento
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.02.04
Fecha de publicación: 9-mar-2020
Institución: Universidad Andina del Cusco
Resumen: La presente investigación se realizó, con la finalidad de determinar la relación que
existe entre el marketing directo y el posicionamiento de la empresa Vinelly S.A.C en el
distrito de Wanchaq - Cusco 2019, se consideró una muestra probabilística de 382 personas
del Distrito de Wanchaq, la misma que se obtuvo mediante procedimientos estadísticos. El
tipo de investigación es básico de nivel correlacional de diseño no experimental, los
resultados fueron los siguiente: se puede afirmar que el marketing directo está relacionado
al posicionamiento de la empresa Vinelly S.A.C, donde el grado de relación mediante la
correlación de Spearman es de 0.75; promedio el cual indica que la correlación es positiva
considerable, con respecto a los resultados obtenidos por medio de la encuesta que se realizó
en el distrito de Wanchaq del Marketing Directo aplicado en la empresa Vinelly S.A.C, el
promedio es de 1.58 lo que indican que es muy malo, y a su vez el posicionamiento con un
promedio de 1.64 el cual demuestra que es muy bajo. Estos resultados señalan con respecto
a la relación que existe entre el marketing directo y el posicionamiento de la empresa en el
mercado que es muy bajo, los factores como la falta de inversión, la capacitación adecuada,
el conocimiento en el uso del marketing online, venta personal, marketing de correo o
directo, marketing por catálogo, marketing por televisión y telemarketing afectan a la
competitividad que debe tener en el mercado como en el posicionamiento esperado.
The present investigation was carried out, in order to determine the relationship between direct marketing and the positioning of the company Vinelly SAC in the Wanchaq district - Cusco 2019, a probabilistic sample of 382 people from the Wanchaq District was considered, the same that was obtained through statistical procedures. The type of research is basic at the correlational level of non-experimental design, the results were as follows: it can be stated that direct marketing is related to the positioning of the company Vinelly SAC, where the degree of relationship using the Spearman correlation is 0.75 ; average which indicates that the correlation is considerable positive, with respect to the results obtained through the survey carried out in the Wanchaq district of Direct Marketing applied in the Vinelly SAC company, the average is 1.58, which indicates that it is very bad, and in turn the positioning with an average of 1.64 which shows that it is very low. These results point out regarding the relationship that exists between direct marketing and the company's positioning in the market that is very low, factors such as lack of investment, adequate training, knowledge in the use of online marketing, sales personal, mail or direct marketing, catalog marketing, television marketing and telemarketing affect the competitiveness it must have in the market as well as the expected positioning.
The present investigation was carried out, in order to determine the relationship between direct marketing and the positioning of the company Vinelly SAC in the Wanchaq district - Cusco 2019, a probabilistic sample of 382 people from the Wanchaq District was considered, the same that was obtained through statistical procedures. The type of research is basic at the correlational level of non-experimental design, the results were as follows: it can be stated that direct marketing is related to the positioning of the company Vinelly SAC, where the degree of relationship using the Spearman correlation is 0.75 ; average which indicates that the correlation is considerable positive, with respect to the results obtained through the survey carried out in the Wanchaq district of Direct Marketing applied in the Vinelly SAC company, the average is 1.58, which indicates that it is very bad, and in turn the positioning with an average of 1.64 which shows that it is very low. These results point out regarding the relationship that exists between direct marketing and the company's positioning in the market that is very low, factors such as lack of investment, adequate training, knowledge in the use of online marketing, sales personal, mail or direct marketing, catalog marketing, television marketing and telemarketing affect the competitiveness it must have in the market as well as the expected positioning.
Enlace al repositorio: https://hdl.handle.net/20.500.12557/3587
Disciplina académico-profesional: Administración
Institución que otorga el grado o título: Universidad Andina del Cusco. Facultad de Ciencias Económicas, Administrativas y Contables
Grado o título: Licenciada en Administración
Jurado: Campaña Morro, Waldo; Morante Ríos, Edward Anibal; Alviz Pazos, Susi; Vizcarra Mejía, Eddy
Fecha de registro: 1-feb-2021
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