Examinando por Materia "Marketing Mix"
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Ítem Componentes de la mezcla de mercadeo internacional en el proceso de internacionalización de las empresas(2018) Martínez Soto, Daniela; Gentilin, MarianoIn this research were approched the components of the international marketing mix used during the enterprise’s internationalization processes -- To develop it, it was taken as a reference the concern in existing companies that seek to bring their products or services for the first time to international markets and define the marketing mix in those markets -- For this reason, it is useful to analyzed the main components of the international marketing mix during the enterprise’s internationalization processes -- For doing so, there was a systematic research about this issue, as of papers published in ISI Web of Science and Scopus, without any restriction in the years of publication of the papers, and from where a total of 37 papers were analyzed -- The main findings indicate that the main components of the international marketing mix are the traditional components of the marketing mix used in local markets (price, place, product an promotion), each component develops a strategy according to the international market which aims to conquer -- Furthermore, it was identified that the product component was the more relevant in the enterprise’s internationalization processes, its strategy was focused on the adaptation or standarization -- In addition, it was acknowledged that the gradual or incremental internationalization processes and the process based on contingency were the most used by the enterprises to get into international markets -- As a value could be identified that organizational elements related with organizational culture or capabilities of the work team, are determinant in the enterprise’s internationalization processÍtem Estrategia comercial para la aplicación efectiva de subsidios familiares de vivienda en familias de estratos uno, dos y tres en Pereira(Universidad EAFIT, 2017) Bedoya Márquez, Germán; Hoyos Villa, Óscar Alberto; Uribe de Correa, Beatriz AmparoThis study analyses the process of the purchase of housing of low income families through subsidies granted by Comfamiliar Risaralda, which considers the factors that affect the processes of application, allocation and acquisition of housing by these families -- The analysis begins with a literature review that shows the existing conditions that support the housing policy for low income families in Colombia -- It also shows how this policy is a replication of programs that have been applied in countries such as Brazil, Peru, Argentina and Chile -- Then, a statistical analysis was carried out of the subsidies granted from 2000 to 2016 -- To complete the analysis, are given the results of the information gathered by means of 10 focus groups that were attended for 105 people that received subsidies in 2014, from de Comfamiliar Risaralda, between 2015 and 2016 -- From the analysis emerged aspects such as mortgage credit amount, programmed savings, the information of the process and the allocation timing, as critical factors that complement the purchase process -- This analysis ends with the definitions of the following concepts, which must be taken into account to generate a complete commercial proposal including strategy, marketing, consumer behavior, market segmentation and brand positioning that permit to increase the effectiveness of the subsidies application for low income families that are members of Comfamiliar RisaraldaÍtem Plan de mercadeo para la empresa Agrosilicium S.A.S(Universidad EAFIT, 2023) Gutiérrez Toro, Nathalia; Rendón Montoya, Juan RodrigoÍtem Plan de mercadeo para la pyme Centro Óptico Internacional(Universidad EAFIT, 2021) Vanegas García, Robert Alexander; Ruiz Velásquez, María Andrea; Ocampo Arcila, Isabel Cristina