Diseño de un modelo de gestión de comercialización para los productos de los pequeños artesanos de la plaza artesanal Riobamba de los Ferrocarriles del Ecuador periodo 2014 – 2015

Abstract

This thesis is a Management Model for products commercialization of a small Artisans Square at Riobamba Ecuador Railways 2014 – 2015 period and its impacto n the development of Riobamba. Then, a predetermined system starting with the determination of the problem, justifying and defining the investigation. It was adressed through the objectives, both general and specific objetives. Following, the theoretical framework was developed, where terms related to the marketing model. Defined among them, is a model of management, marketing, development, economics. Likewise, was performed market study, market classification and its main components. With regard to the implementation of marketing management model an overview of artisanal square with existing data and files is described. The development of the thesis started with an interview with the president of artisanal plaza, who is the artisans representative, followed by an assessment of how they are located in their sale places and its competition. A survey about preferences was also applied, choices and analysis about how people feel this artisanal plaza. Finally, with data analysis, it was proceeded to determine the findings and develop strategies designed to improve sales and publicize more effectively to citizens, it was followed by conclusions and recommendations.