Maestría en Mercadeo (tesis)

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https://hdl.handle.net/10784/5302

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Aceptación de la estrategia “Home Try On” en E-commerce de gafas en la ciudad de Medellín
(Universidad EAFIT, 2018) Velásquez Castaño, Catalina; Díaz Cadavid, Óscar de Jesús; Muñoz Molina, Yaromir; Arias Salazar, Alejandro
The “Home Try On” strategy is an alternative to solve one of the biggest fears of online purchase that is not receiving what is expected, generating a new experience of buying for customers that allows to know and have direct contact with the products before buying them -- This study aims to know the acceptance of the "Home Try On" strategy in e-commerce of glasses in the city of Medellin through qualitative and quantitative research to recognize the consumption habits of people and their perception of purchases over the internet, identify business success cases that use the strategy and pilot test results -- There is evidence of a generalized acceptance of the strategy by the study subjects, and identified the key factors that must be borne in mind when implementing the strategy
Actitudes de las mujeres frente al uso de servicios de mantenimiento de su motocicleta
(Universidad EAFIT, 2023) Muñoz Pulgarín, María Camila; Muñoz Molina, Yaromir de Jesús
Actitudes de los bogotanos en el uso de realidades mixtas : realidades virtual y aumentada
(Universidad EAFIT, 2020) Yepes Rios, Juan David; Ortiz Uribe, Sandra Milena; Rojas de Francisco, Laura Isabel
Actitudes del millennial medellinense presentes en la decisión de compra de un servicio de alojamiento en Estados Unidos
(Universidad EAFIT, 2020) González Romero, María Alejandra; Rojas De Francisco, Laura Isabel
In order to set effective sales strategies aimed to be at the forefront of the needs and desires of Medellin’s Millennials, in relation to their tourism activities, the present research is intended to establish a set of knowledge based on the identification of beliefs, emotions and behaviors that may appear during the process of deciding which lodging service to buy into the United States. To do so, concepts related to tourism, Millennials, and the attitudes that influence their purchase decision are pointed out within this research, trying to identify the factors they take into account when buying this kind of services, such as the use of technology and the quick and easy access to information. To achieve it, a qualitative research is carried out by means of deep interviews, composed of a protocol focused on topics such as travel companions, main travel destination into the United States, usage of Internet, before, during and after the trip, travel insurances activation, sustainability promotion, social and ecological commitment into the accommodation places, housing with pets, relevant features to choose the accommodation, types of accommodation preferences into the United States and technological tools to make reservations for housing. The results show motivators such as showing tourism as a life purpose, preferences to travel to the United States and services expected. With these findings, it is created a material with which advice for travel agencies and accommodation’s suppliers can be offered.
Administración de inmuebles en arriendo: un análisis de las experiencias de inquilinos y propietarios
(Universidad EAFIT, 2018) Jaramillo Londoño, Laura; Muñoz Molina, Yaromir; Estrada García, Federico
The real estate sector of leases in Colombia has a high level of lack of professionalism on the part of real estate agents of the guild; although there are state regulations in this regard, there is no strict control that allows them to be complied with -- This is the origin of a large part of the sector's weaknesses, which in the end are reflected in the experiences of end users: owners and tenants -- Through this research, lived experiences were characterized as positive or negative, grouped into categories according to the responses of the subjects studied, in which it was found that compliance with the payment of the canon and negotiations on prices, conditions and signing of the contract were the most common for owners and tenants respectively -- The moments of truth relevant to each group were also found, among which were the compliance with the payment of the canon for the owners and the damages and repairs for the tenants -- The factors that valued the groups in the leasing agencies were also studied and it was found that the total representation before a tenant and receiving properties in suitable physical and legal conditions were the most valued by owners and tenants, in their order -- Finally, it was demonstrated, through a deep analysis that the relationship of cause and effect between the characterization of the experiences of each of the groups with leasing agencies and the attitudes towards them does not always behave in a linear manner
Adquisición de conceptos de service design en procesos de formación profesional para la toma de decisiones en el campo del marketing
(Universidad EAFIT, 2020) Palacios Sierra, Clara Inés; Rojas De Francisco, Laura Isabel; Bejarano Botero, Luis Mauricio
Agencia de consultoría en mercadeo para emprendedores y pymes en el eje cafetero
(Universidad EAFIT, 2023) Valderrama Narváez, José Eduardo; Gómez Restrepo, Laura Lizeth; Arias Cuesta, Lina María; Sepúlveda Cardona, Edwin Andrés
Based on the problems identified in the sectors of entrepreneurs and pymes in Pereira city, which has a great impact on the economy of the Coffee Region, where there is evidence of a high number of such companies that close in their first year of opening and considering that in the Chamber of Commerce of Pereira there are no consulting companies registered in the 2021 business census of traders. Therefore, this study provides a comprehensive overview of marketing status in the sample taken, as well as important information regarding the value proposition for the creation of the marketing agency / accelerator for entrepreneurs and pymes in the Coffee Region, considering the impact on the regional economy. For this purpose, a mixed non-probabilistic exploratory study was conducted with data analysis employing three methods that allowed the triangulation of the information through in-depth interviews with experts, surveys with multiple choice questions and systematic review of indexed journals. This rigorous approach adds credibility and consistency to the study. Consequently, the results obtained reveal the specific needs of pymes in the Coffee Region and provide valuable insights and recommendations to address and mitigate this is and provide valuable insights and recommendations to address and mitigate this issue.
Análisis comparativo de las percepciones y las actitudes de las mujeres de Medellín frente a los diferentes modos de transporte : un estudio para promover la bicicleta como medio de transporte
(Universidad EAFIT, 2021) Álvarez Orrego, Alejandra María; Rojas de Francisco, Laura Isabel
Análisis de incidentes críticos del servicio de transporte para una empresa de logística
(2018) Agudelo Rodríguez, Santiago; Muñoz Molina, Yaromir
Análisis de la aceptación de un champú a base de cebolla por las mujeres en la ciudad de Medellín
(Universidad EAFIT, 2019) Vélez González, Catalina; Muñoz Molina, Yaromir
Current trends in consumption show how new demographic groups have been developed that tend to consume natural products which provide health and well- being. The onion has been used extensively for gastronomic purposes, and has begun to be used for medicinal purposes and in the beauty industry. This is how the objective of this research is to analyze the acceptance of an onion-based shampoo by the women of the city of Medellín, observing motivators, inhibitors, perceptions of consumption and purchasing intentions. The above is done through testing and evaluation of the product's performance. The methodological development is descriptive, transversal and field and will involve qualitative research techniques: interviews in depth and surveys to evaluate perceptions, motivators and inhibitors; Both made in a group of women who are within the age range of 15 to 60 years of age who live in the city of Medellin.
Análisis de la comunicación digital como herramienta de posicionamiento de marca para entidades sin animo de lucro en Medellín, Colombia
(Universidad EAFIT, 2019) Serna Giraldo, Érika María; Ceballos Ochoa, Lina María; Arias Salazar, Alejandro;1017181539
Análisis de la experiencia de los estudiantesde posgrado de la Universidad EAFIT - sede Medellín, en el proceso de matrícula
(Universidad EAFIT, 2024) Sánchez Chapetón, Diana Katherine; Bernal Bernal, María Clara; Bedoya Jiménez, Julián Esteban; Agudelo Calle, Jhonny Alejandro
Análisis de la experiencia de usuario en el portal web CereArt
(2018) Moreno Palacio, Verónica; Monroy Osorio, Juan Carlos; Gentilin, Mariano
The objective of this work arises from the unawareness and lack of maturity that exists in e-commerce in Colombia -- It Aims to find out how is the user experience that users face regarding usability and information architecture when buying through the e-commerce site www.cereart.com -- This work first reviews the Colombian current situation regarding e-commerce and the important terms and concepts that are relevant for this investigation -- The methodology used for the development of this research combines qualitative and quantitative methods with the usage of tools such as eye tracking, heuristics and a focus group -- Among the main findings of this study, we find that the more affinity there is with the brand, the usability flaws are mitigated a bit in the user's view -- In addition to this, specific criteria are mentioned to improve the usability y and information architecture of the website and optimize the shopping experience
Análisis de la experiencia del cliente en el retail de moda en una tienda con tecnología RFID en Medellín
(2020) Uribe Ágredo, Gustavo; Cardona Mejía, Melina; Acevedo Mejía, Erika Cristina
Análisis de la experiencia del usuario mediante mediciones sensoriales en momentos de consumo
(Universidad EAFIT, 2015) Mendoza Lascano, Mireya; Palacio López, Carolina; Bejarano Botero, Luis Mauricio; Gentilin Gentilin, Mariano
El mercadeo experiencial se basa en tres componentes fundamentales: la organización, la experiencia del usuario y las personas -- La organización es la encargada de definir el contexto en el que una experiencia se llevará a cabo -- Las personas se ven como seres racionales y emocionales y el mercadeo da prioridad a lo emocional y, por lo tanto, busca maneras de medir las emociones -- Por último, la experiencia del usuario, que constituye un suceso construido de manera individual por cada persona -- En el presente estudio se evalúa la experiencia del usuario en el restaurante El Cielo, que representa una experiencia gastronómica única en Colombia, debido a la combinación de creatividad y cocina de autor, con el mercadeo experiencial, lo que lo posiciona como un referente en el enfoque del mercadeo posmoderno -- La metodología aplicada para llevar a cabo el trabajo consta de dos sesiones in situ y entrevistas en profundidad que incluyen rueda de Plutchick y el gráfico de los cinco sentidos, con el fin de medir las emociones y el involucramiento de los sentidos, en su orden -- La información se triangulará a partir de las siguientes herramientas: Q sensor y Emotiv, que son dos marcas de equipos tecnológicos usados en neuromarketing
Análisis de la percepción del endomarketing en una institución de educación superior en Medellín
(Universidad EAFIT, 2018) Escobar Varela, María Alejandra; Muñoz Molina, Yaromir
The present proposal is of descriptive exploratory type, and intends to approach the notion of endomarketing to achieve a better understanding within the organizations, and for that, they take into account subjects such as organizational climate, internal public, orientation to the service and culture, with the final objective of acquiring the tools required in the deep analysis in the results -- The present study makes a description of the theoretical references that are directly related to the notion of endomarketing and that make inferences about the multiple denotative and connotative variables that base in structures on the internal public of companies -- In addition, reading and contrasting these sources provides the necessary elements to clarify the application of this proposal as a tool -- In addition, a description of concepts complementary of endomarketing is done, and the role they play in their application with actions focused on the internal public that have an impact on aspects such as the organizational climate and the performance of employees and that, later, have positive impacts on organizational profitability and culture alignment, is analyzed -- Besides assimilate and incorporate these conclusions, the objective will be to verify the relevance of an endomarketing strategy in in educational institutions and specifically in the university world of the Universidad Pontificia Bolivariana, located in Medellin, including workers who have a vinculation of more than six months
Análisis de la presencia de estrategias de promoción y comunicación para dispositivos médicos en los servicios de cardiología en Instituciones de Alta Complejidad de Medellín
(Universidad EAFIT, 2018) Jiménez Valencia, Claudia Patricia; Muñoz Molina, Yaromir; Londoño Vélez, Natalia
The research performed is explorative with the purpose of knowledge the marketing strategies, specifically in advertising and communications, used in the cardiology health services to offer medical devices in relation with their scope: health services companies, pre-paid insurances and private practice -- The study was done with people or procurement and advertising responsible areas in the most important high complexity health institutions in the city based on the relevant dimensions on marketing strategies as their application, knowledge and limitations -- To achieve the objective a theorical review of papers, undergraduate thesis, scientific data bases was performed looking for clear definitions for health marketing, dynamics and current status of health clusters, applications and focus of marketing strategies used in the advertising and communications for medical devices, active actors in the processes as the perceptions over the integration of those health strategies aligned with the current needs, the benefits of applications, current barriers or restrictions in their use and unexplored marketing options -- The marketing strategies for advertising and communications for the offering of medical devices in the cardiology healthcare services are presented looking for closely review of difficulties and opportunities, which can be faced in this process achieving a good knowledge of status, and maintain the existents relationships -- Consequently, according to the results in general, it is evident that the presence of marketing in health services determines their growth and effectiveness according to the level of tools and strategies used in the promotion and communication of medical devices -- The IPS is an intermediary in the process, the strategy is focused on the relationship a situation that consider should be more supported by the technology industry to be able to offer, sell, promote and communicate in the new health market conditions -- Another relevant aspect is the existence of limited concepts and lack of measurement of the strategies in the specific topic, which limits its effectiveness and importance -- However, for IPS, marketing support is increasingly important because the acquisition of medical technology proposes social and economic dynamics for health systems
Análisis de la promoción estratégica dirigida a visitantes: aportes a la construcción de la marca de Ciudad de Medellín
(Universidad EAFIT, 2018) Sierra Cadavid, Mauricio; Rojas de Francisco, Laura Isabel; Mejía Gil, María Claudia
Medellin is considered a city that has suffered a social transformation that has allowed to leave behind a reality of violence and insecurity to become an important touristic destination -- This achievement has been partly thanks to initiatives of different actors and organizations that, in their marketing, communication and promotion strategies, have addressed the changing processes of Medellin at sociocultural, innovation and urbanism levels, having effects on city’s residents, forming a network of allies and key actors to promote the city for visitors -- This study began by detecting, through text mining, content analysis of messages published on social networks by social actors that contribute, with their tourism promotion strategies, to the construction of the city's positioning, the strengthening of the Medellin's positive reputation and a validation through the Delphi method, which consisted of conducting a first round with a panel of experts in the area and a second round of survey to people involved in the tourism development of Medellin, with the purpose of identify data on actions, actors and marketing strategies, promotion and disclosure found in social networks that contribute to the transformation of the city -- Thanks to this, it was possible to analyze the impact of the strategic promotion to visitors of the city, on the development of a tourism offer that becomes a success case on contribution to the construction and definition of a City Brand for Medellin, contributing to its positive reputation -- Understanding that, in the development of the city image, it’s necessary to comprehend the representations and imaginaries that inhabitants have about their territory, and that the city culture is reflected in the construction of its own brand -- This work allowed to find that the city has an offer of tourism products and services, formal and informal actors and inhabitant initiatives that contribute to build its image -- Additionally, the messages that shape social dynamics around this offer and those actors are focused on people, their charisma and resilience, giving an account of the social transformation that Medellin has demonstrated and is the one that is forging its reputation
Análisis de la toma de decisión para un procedimiento estético en la ciudad de Medellín
(Universidad EAFIT, 2023) Pasos Pérez, Stephany; Parente Laverde, Ana María
Análisis de la transición de lo racional a lo emocional en la comunicación de marca
(Universidad EAFIT, 2016) Hernández Muñoz, Diana Stella; Muñoz Molina, Yaromir
La comunicación integrada del mercadeo es uno de los elementos que más ha evolucionado en las últimas décadas, gracias a la diversificación de los medios de comunicación, el desarrollo de las agencias publicitarias y la capacidad estratégica y creativa de las marcas -- Dicha transformación va de la mano con las tendencias de consumo, el comportamiento de los compradores y el cambio organizacional, mediante los que se orienta a las empresas hacia el cliente, con fin de buscar siempre conquistar su corazón más que su mente -- En esta medida, el presente texto comprende el análisis de los cambios en la comunicación de marca y el paso de los elementos racionales a emocionales de la misma, además de sus efectos en los resultados de las organizaciones, mediante el entendimiento de su relevancia en la construcción de marca y la coherencia que debe tener con la esencia de la compañía que represente, todo ello a través de la documentación de algunas campañas publicitarias llevadas a cabo durante los últimos diez años, de la marca colombiana de pañales Winny, con base en la investigación de fuentes primarias y entrevistas a cuatro expertos en comunicación de marca

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