Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

This manuscript aims to analyze the most relevant aspects of marketing conceptualization, defining it according to the proposed stages. Under this context, the preconceptual period, formal conceptual period and current period of the marketing concept are defined. In addition, the characteristics of marketing are proposed, the fundamental subdivisions: strategy and operability and the application of the latter is analyzed. The main difference to highlight between strategic and operational marketing is that the main function of the strategic is to set the long-term objectives while the operation is based on concrete actions to be carried out in a medium / short term to achieve the established objectives. The specific case of China is analyzed, which despite being a world power does not yet fully develop strategic marketing, in contrast to its main competitor, the United States. Keywords: marketing, strategy, operational, concepts, history.

Employer retirement is a right of workers and an obligation of employers, is standardized in the Labor Code in articles 216, 217, 218 and 219. In this sense, public and private companies must ensure adequate process of provision of retirement funds. The Universidad Laica Eloy Alfaro de Manabí is a center of higher education, which as a public institution prioritizes the rights of its workers and therefore, from this IES the resources of the workers are properly managed without affecting the financial availability and processes administrative subject to current legal regulations. On the other hand, the informants who participated in the investigation mention that they are aware of the case of several former ULEAM workers who retired at the institution and have received their employer's retirement from the funds allocated for these purposes. In addition, the documentary review shows that the Law for Labor Justice affects the finances of third level institutions, because with the new formula the value contributed by the employer is greater and the worker's service time decreases. Keywords: Administration, retirement, social security, finance, Law.

This research is based on the analysis of the hotel sector of Portoviejo, Manabí, Ecuador; since it is well known that this city has tourist attractions associated with gastronomy, culture and natural resources. Therefore, the objective of this research was to design a hotel management model in the city of Portoviejo to ensure tourism sustainability. In this sense, methodological strategies of quantitative and qualitative type were used, as well as the literature review of manuscripts and official reports to comply with the objectives set. In total, the sample consisted of 67 representatives or administrators of hotel establishments, which represents 82.7% of the number of hotels in the city. It was determined that 41.5% of participants say they arrive for rest and vacations. On the other hand, it is imperative that autonomous cantonal decentralized and provincial governments provide tools for training and training towards senior management and hotel employees, since 63.89% of respondents indicated that they have not been trained. It is concluded that, although the hotel management has allowed to enhance the tourist activity of Portoviejo, even from the public institutions there are not enough tools and mechanisms provided so that the hotel establishments provide a quality service and achieve the sustainability of their commercial activities. Keywords: management, hospitality, planning, tourism, sustainability.

The present study was carried out with the aim of verifying the impact that financial institutions have had on the country's micro-business sector. In which through an arduous documentary historical investigation, it was evident how these institutions have contributed to this particular economic sector, through the design of a system called microfinance, which is very accessible for people with businesses or companies. little. The annualized profitability (implicit active rate) of microcredit for the financial system was 15.26%, highlighting that the highest rate among the subsystems that registered significant participation in this segment (private banks, cooperatives and public banks), was that of private banking with a yield of 21.93% (4.17 points over the performance of the financial system); 3.41 points over the performance of the Cooperatives Subsystem and 11.21 points over the profitability of the public banking subsystem. In this way contributing to national productive development. Micro and small enterprises (MSMEs) play a fundamental role in national development, because it contributes significantly to the economic and social objectives of a country. Ecuador obtained a total of 899,208 companies, of which 816,553 belong to microenterprises, representing 90.81% of the total establishments. In the economic sector, the three provinces with the highest business participation are Pichincha with 23.75%, Guayas with 18.95% and Manabí with 8.75%, and within their activities, services have a national contribution of 42.66%, followed by trade with 34.93% and agriculture, livestock, forestry and fishing with 10.38%, the remaining 12.03% correspond to manufacturing industries (8.38%), construction (3.43%) and the exploitation of mines and quarries (0.22%). Keywords: financial institutions, contribution, microfinance, MIPYMES, productive development.

The present research work publishes the creation and evaluation of a low-cost system with Internet access for UV-B ultraviolet radiation measurement. The developed system uses hardware components such as Arduino boards, Raspberry Pi, light sensors, UV sensor; and software programming in languages such as C++, Python, HTML and JavaScript. The hardware also has a wireless connection device that makes it easy to connect to the Internet to publish the collected data to a website or a mobile application. To determine the reliability of the sensor and the device in general, the captured values are contrasted with reference values obtained from entities dedicated to environmental monitoring. The starting point of the research focuses on knowing the current technological state of similar systems; from that, emphasis is placed on the gaps found related to the export of the data that these sensors capture; Subsequently, the processes for the realization of the proposed system and their respective evaluations are described. The results of the present work contribute to determine the reliability of this type of systems and, in general, expand the options for future developments related to environmental monitoring based on IoT. Keywords: ultraviolet radiation, uv, iot, arduino, raspberry pi.

Self-esteem is a set of perceptions, thoughts, assessments, feelings, and trends of self-directed behaviors, according to Maslow, which manifests itself "in the respect we deserve from others, rather than renown, celebrity and flattery." On the other hand, bullying is aggressive and unwanted behavior in children, teenagers in school stages that involves an imbalance of power that repeats over time in both harassers and bullies. This research was carried out to determine whether there are significant differences between the level of self-esteem and bullying in students of the 5th year of secondary school in Lima Metropolitana according to the chronological age, sex and public or private educational institution. The method used was hypothetical, analytical, and deductive, with a basic type of research, non-experimental design, correlal descriptive level, quantitative approach, and cross-sectional. The sample consisted of 300 students, with a census sample divided into 75 students for each of the 4 educational institutions. Two instruments were applied, Coopersmith Self-Esteem Inventory (1967) adapted by Llerena (1995) and the Avilés and Elices Bullying Assessment (INSEBULL), with a high Reliability Cronbach Alfa of 0.90 and 0.95, respectively obtaining as a result. Students by 75% are somehow affected with bullying and 25% an average level of bullying and low self-esteem affectation, this research being a useful tool for monitoring in terms of preventing these difficulties in students. Keywords: School harassment, adolescents, self-esteem, educational institutions, secondary.

Microfinance is a strategy that allows responding and acting against poverty and generating productive development in local territories, since it encompasses financial intermediation and social intermediation, which implies that in addition to providing banking services, they allow generating a contribution to sustainable growth of social interest groups. The present investigation analyzed the incidence of microfinance on productive development from a gender perspective; Likewise, it was evaluated whether microfinance has contributed to the development of the country's productive sector, reducing the obstacles caused by gender, since gender equity is not considered, neither among its objectives nor among the conditions for its performance. The study was delimited in the city of Portoviejo and its rural sectors, involving women microentrepreneurs in the sector. Therefore, surveys were applied to 328 women who have received support or financing from banking entities, so that it was possible to infer about the impact of entrepreneurship on female empowerment. It was determined that microfinance has a relevant importance in female empowerment, since although they have been conceived to generate productive development; the most vulnerable groups, in some cases, could not access these sources of financing. This is because the majority of women point out that due to the entrepreneurship they have led, personal satisfaction is generated with a significance highly related to personal and collective empowerment. Keywords: women, microfinance, bank loans, productive development, entrepreneurship.

This research aims to analyze the factors that motivate and influence the purchase decision of the Guayaquilean women of Central Urdesa from 25 - 45 years, in relation to cosmetic products with UV filters, a quantitative study that allowed to know the factors that prevent performing Its purchase process, in addition to confirming the wide acceptance of the products, is increasingly reflected through foreign investment to the country, with job opportunities and opportunities to boost profits. Keywords: Buying behaviour, ege range, cosmetic products.

The microenterprises are a technologically neglected group due to their limited resources and lack of technological knowledge that in many cases prevent their growth as a business. This research is based in a data mining structure with association rules that offers shopping suggestions using a mobile device and implementing up-selling and cross-selling tactics, given those points, the design of the proposal is based on the process of generation of data mining models and culminates with the validation and implementation of rules for the association of microservices or servers by a web service, this service architecture is developed in Node. js, and it connects with a PostgreSQL database, while the mobile application was developed on Ionic framework, such that it is available for several platforms. Additionally, the mobile tool presents a contribution to informal businesses, where a seller serves customers directly and provides purchase alternatives increasing their sales by a percentage close to 25%. Similarly, other less tangible benefits such as improving customer service in the businesses without technological infrastructure. Keywords: Association rules, recommender system, engine, microservices.

Ransomware infections have been evolving over time, which has triggered alerts in large and small companies, so the aim of this article is to conduct an exploratory study of strategies to protect enterprise networks from infections Ransomware, for which, it is necessary to establish a scheme of which types of ransomware infections are the most common, through a matrix of differentiation of the types of attacks TeslaCrypt, CTB-Locker, CryptoWall, CryptoLocker and Locky of the type Crypto Ransomware , with the characteristics of the attack, the rescue method and the recommended strategies to be employed. In conclusion, from the study carried out we can conclude that the correct application of measures to prevent Ransomware attacks, such as reducing the risk of being exposed to attack, installing programs of white lists of electronic mail; perform company information backups, divide and isolate the company network, in network segments and have a quick response to any attack that may occur, using network monitoring tools or intrusion detection or prevention systems for some behavior suspect in the network; which will allow companies to minimize the payment for the rescue of information to cybercriminals. Keywords: Infections Ransomware, Crypto Ransomware, Enterprise Networks.