Bibliographic citations
Jara, A., Tomás, A. (2017). Gestión del marketing mix y su impacto en las ventas minoristas de la empresa Latino Distribuciones S.A.C., en la ciudad de Trujillo, 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/11486
Jara, A., Tomás, A. Gestión del marketing mix y su impacto en las ventas minoristas de la empresa Latino Distribuciones S.A.C., en la ciudad de Trujillo, 2017 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/11486
@misc{sunedu/3011657,
title = "Gestión del marketing mix y su impacto en las ventas minoristas de la empresa Latino Distribuciones S.A.C., en la ciudad de Trujillo, 2017",
author = "Tomás Narváez, Adelaida Naaval",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT Companies now seek to improve to compete successfully within the current market in which they are, so they should consider attracting their stakeholders making decisions that are beneficial to them. The consumer is a stakeholder to which the company directs its marketing strategies and the rationale of any business: without customers there is no business or business that can be sustained. The purpose of this thesis is to analyze the MANAGEMENT OF THE MARKETING MIX AND ITS IMPACT IN THE RETAIL SALES OF THE LATINO COMPANY DISTRIBUCIONES S.A.C. IN THE CITY OF TRUJILLO, 2017. Having realized the current diagnosis of the company, it was verified that the marketing mix management that the company has been applying is very deficient in both the product, price, place and promotion dimension. It is in the middle scale and requires new strategies to improve it in its sales despite having a fixed client portfolio in the city of Trujillo. It was possible to determine that the promotions offered do not reach the final consumer, nor does it conduct trainings to its sales staff which is the most important resource of the company. On the other hand, it was determined that retail sales are very low and therefore their income is not expected by the company. In this sense, the application of marketing mix management is very important for the company because it not only impacts on retail sales, but also increases the net profit of the company and therefore provides a quality service to its customers, considering That the promotions can be improved and at the same time to extend and to retain their client portfolio. It should be pointed out that it is necessary for sales representatives to be professionals that are within the profile that the company requires, they must also have complete knowledge of the products that the company sells and be identified with the characteristics that each product has, which will be an important factor at the time of sales. KEYWORDS: marketing mix and retail sales.
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