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http://dspace.udla.edu.ec/handle/33000/9520| Tipo de material : | bachelorThesis |
| Título : | Diferenciación entre un listado y una base de datos para el desarrollo, aprovechamiento y uso en la gestión comercial |
| Autor : | Cueva Jácome, María José Sánchez Anda, Lucía Macarena |
| Tutor : | Méndez Guerrero, Andrés Isidro |
| Palabras clave : | MARKETING DIRECTO;BASES DE DATOS;VENTAS;ESTRATEGIA DE MERCADO |
| Fecha de publicación : | 2000 |
| Editorial : | Quito: Universidad de las Américas, 2000 |
| Citación : | Cueva Jácome, M. J.; Sánchez Anda, L. M. (2000). Diferenciación entre un listado y una base de datos para el desarrollo, aprovechamiento y uso en la gestión comercial (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Los problemas económicos por los que el Ecuador atraviesa actualmente han generado algunas crisis afectando a varias áreas, dentro de las cuales se encuentra la publicidad, debido a que en lo primero que se reduce costos es en el presupuesto destinado a la publicidad… |
| Descripción : | The economic problems that Ecuador is currently experiencing have generated some crises affecting several areas, among which is publicity, because the first thing that reduces costs is in the budget allocated to advertising. For this reason the use of Direct Marketing is recommended because it is a tool that helps to optimize costs, time and efforts. The basis for developing an appropriate direct marketing for the product or service is the database. The proper use of a database requires precision marketing to achieve greater profitability per client; which becomes totally possible, as long as a detailed segmentation is taken as the main base, knowing our effective consumer: his tastes, his preferences, attitudes, interests, etc. The problem that arises is that in the country the database is not yet fully managed, plus the listings, if they are confused by databases. The database starts from the information of a list because it contains general data of the people, however, the database is the set of detailed information of a person and their environment, that is, everything that is person surrounds you, what you have or would like to have, what you buy, how you buy, where you buy, when you buy, with whom you buy, etc. A list gives us demographic data of the people, to convert it into a database, we need the psychographic segmentation of the people, to the same ones that are divided into other segmentation systems such as the GARLIC models (Activities, interests, opinions ) or VALS (Values, attitudes, lifestyles.) For this reason the problem to be solved is how to transform a list into a database for the use and use of direct marketing strategies in commercial management. |
| URI : | http://dspace.udla.edu.ec/handle/33000/9520 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2000-17.pdf | 20,21 MB | Adobe PDF | Visualizar/Abrir |
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