El marketing una herramienta para el posicionamiento de las empresas en la ciudad de Loja

Abstract

This article aimed to analyze the marketing as a tool for the positioning of the companies in the market, since the positioning is critical to the success of any company. Within the scope of the investigation was designed to provide better services to the customers with quality products, through better positioning of the companies in the market.

The methodology used includes a type exploratory or qualitative research and the conclusive or quantitative, was also established as main methods the inductive and deductive; as well as direct observation techniques and surveys that is applied to a sample of 264 executives of the companies of the city of Loja.

In terms of the results it was determined the importance of marketing as one of the main points in enterprises for the positioning of your brand in the market and in the minds of consumers, being the correct application of this tool one of the challenges of the administrators to keep the companies in the market. So, it was determined that companies through marketing can ensure that your brand is accepted by consumers, since market research make it easy to create products subject to the needs of customers.

Finally, it was concluded that it is important that companies develop marketing strategies to be able to position your brand across all of its competitors, making of is something unique and authentic, based on the application of marketing and positioning plans, with procedures whose results provided to managers to future decision-making and therefore carry a proper administration.