Creación de un modelo de gestión de Marketing y Ventas en la Cooperativa de Ahorro y Crédito Riobamba Ltda., en la provincia de Chimborazo cantón Riobamba, período 2012 - 2013

Abstract

This thesis proposes to create a marketing management model of savings and credit at the Riobamba Ltd., Cooperative, which will serve to achieve objectives through strategies and suggestions. An investigation of market was carried out by applying the techniques of survey and direct observation to gather relevant information of financial services activity in Riobamba. The results come from an analysis of macro and micro marketing research. The verification that the citizenship do not know in a certain percentage the services provided by the credit cooperatives in the city; they are inform by the mass media; people who are customers of different cooperatives requiere financial services which provide them comfort and safety in savings, therefore these are the conclusions: The need to open a market and consolidate the presence of the cooperative Riobamba Ltd., is urgent and necessary at the time of implementing this management model in order to encourage and guarantee its sustainability; it is recommended that members of the marketing department COAC, have a total responsibility for the different activities. Therefore it will be necessary to enable the department constantly and spread to the partners all the services and benefits.