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

The present study aimed to analyze influential tourist destinations. The research followed the modality of field under descriptive typology with a non - experimental - transectional design. The population was conformed by five influencers of the Venezuelan sector and by 182 followers in social networks of the influences. The instruments of resource collection were: 2 contentious questionnaires of 28 items in total, applied to influential tourist destinations and 2 questionnaires written with 26 items applied to the 182 followers in social networks of influences. These were a validation process approved by 5 experts in the area of marketing and social networks. The technique of data analysis used descriptive statistics, using tables of frequency distribution. As a result, the profile of influential tourist destinations in Venezuela has been defined. The influential characteristics were identified for the promotion of tourist destinations. With regard to Web 2.0, they are determined as related digital channels for the tourism sector in Venezuela: Instagram and Facebook, to connect emotionally with the audience through images and videos. In the same way, they identified the elements of the promotional mix that they apply to the tourist influencers and the sector. Regarding the audience, the psychological factors that influenced the stimulus of the tourist promotion were known, so it was recommended to the managers of tourist destinations and those responsible for the marketing in the tourist companies, to apply the management guidelines of the proposed ones In this research, with which will be achieved the reactivation of the tourist activity of destinations other than those traditionally promoted in Venezuela.  

La revista electrónica arbitrada e indizada MARKETING VISIONARIO, en su Volumen 6 Número 2, Noviembre (2017) - Abril (2018), muestra una gama de temas actuales de trascendencia en las diferentes áreas temáticas de la Gerencia de Mercadeo, además de seguir mostrando publicaciones e investigaciones en donde se compruebe la diversidad de tendencias y la rigurosidad científica y metodológica, ofrece 12 artículos de autores nacionales e internacionales

This article was to analyze experimental marketing for customers loyalty in gourmet coffee. The theoretical framework was based on the authors Alcaide and Merino (2011), Lenderman and Sánchez (2008), Schmitt (2006), Alcaide (2015), Molinillo (2014) Kotler and Armstrong (2012), Schnarch (2012). He followed an explanatory methodology, with a qualitative quantitative approach, with an experimental, quasi-experimental, field design. The sample consisting of 12 experimental subjects of both sexes, over 25 years old, consumers of coffee, selected through an intentional non-probabilistic samples, the data was collected by means of three (3) methods, the first with 32 items, the second with 24, the third with 29, with semi open questions, single answers, dichotomous. Self-administered by the participants. An experimental event and quiezz for the quasi-experiment was made, these instruments were validated by 6 experts in the marketing area, 1 in methodology. The quasi-experiment was validated by an expert in the study variables and another in the quasi-experimental design, without calculation of reliability, since it is not feasible because it is a mixed questionnaire. The results led to conclude that consumers go to coffee in search of experiences, enjoy a comforting drink in a warm place. The staff was the most important provider for the participants, represents the humanization of the brand, being able to generate, transmit and promote positive experiences. They perceive quality from the point of view of the attention of all the personal, the atmosphere of the place, their cup of coffee is the crucial connection between the consumer and the brand, it is the moment of intimacy, the climax of connection, where they manage to feel special, satisfied, because it was specially prepared for them. In this way it is recommended the use of the strategic guidelines proposed in this research work.

The objective of this article was to determinate the relationship between consumer attitude and brand loyalty in the pharmaceutical industry del municipio autónomo de Maracaibo. It was based on the theoretical postulates de Arellano (2010), Nicolás (2010), among others. The research was correlational, and the design was non-experimental correlational, transactional and field. The population of this research consists of all the residents del municipio autónomo de Maracaibo. The sample was of 385 consumers over 18 years old and consumers of medications in this town. We developed two survey questionnaires, the first “Consumer Attitude” with twenty one items and the second “Brand Loyalty” divided into two, one of fifteen (15) and the other of eight (8). It was validated by five (5) experts, and then proceeded to the reliability of it, a pilot test was applied to 10% of the sample exactly 38 individuals and the reliability was applied by Cronbach Alpha formula, yielding a result of 0,72 is for consumer attitude instrument and 0,79 for the first part and 0,84 for the second part for brand loyalty instrument, considered as highly reliable instruments. We evidence that exist relation between consumer attitude and brand loyalty in the studied population. It was concluded that the consumers don`t know medicines brands, which means that they do not generate any kind of affective bond and have a negative attitude towards the products. It was also shown that not all medicines does not have the quality and confidence to consumers for not having alternatives they should buy them, all this leads to develop a false loyalty. It is also recommended to the pharmaceutical companies to take actions or to generate greater knowledge, credibility and links with consumers in periods of shortages, with the purpose of generating true loyalty.

     Article discusses the main objetive is to determine the relationship between sales management and the attitude of the seller in the retail area for the electronics sector in the city of Maracaibo. The study was of a correlational type, the non-experimental, transectional, field design. The population consisted of 17 electronics stores distributed with 56 subjects, the survey technique was applied, the instrument a questionnaire for the sales administration variable, another for attitude, The results revealed that the experiences of the sellers are under a training challenge, observing weaknesses in the professional profile in terms of training, in the presence of a neutral attitude on the part of some vendors, with flaws in technical sales skills. It is vital to improve the failures of the seller to customers at all stages of the sales process, in addition to the workplace by means of actions by the sales management, lack of professional training that leads to sellers to develop, therefore, to develop with a tendency of positive attitude in its totality.

The purpose of this article was to analyze social marketing for the strengthening of solidarity tourism in the city of Maracaibo. The type of research was descriptive to collect characteristics of the object of study, quantitative because it involved the analysis of data. Its design was Non-Experimental Transectional or Transversal Descriptive. As for the population, 3 managers of the institutions dedicated to solidarity tourism in the city of Maracaibo and 380 users of the same were selected. The technique and instrument of data collection were two surveys of 51 items on a Likert scale for managers and 30 items on a Likert scale addressed to their users. The results indicate that the institutions should strengthen some internal areas for the greater use of opportunities offered by the tourist industry in developing new forms of tourism in the city, also take into account the elements of the mix of social marketing at the time To offer its social tourism product. On the other hand, the institutions have programs that make viable tourism in Maracaibo viable, although they do not comply in the majority with the formality of possessing certificates that accredit them as suitable for the practice of this type of tourism. Meanwhile, it is recommended to improve and strengthen the weak aspects that they present, as well as to maintain and strengthen those aspects that represent strengths for the institutions.  

When analyzing inbound marketing applied to advertisers of print media in the state of Zulia. It was based on the postulates of Halligan and Dharmesh (2010), Viteri (2013), Zurita (2015), among others. The research was typified as descriptive, with a non-experimental transectional field design. The study population was made up of the nine marketing and sales managers of the newspapers and the advertisers of the same newspapers, where the samples were made up of one hundred and nine newspaper managers and one hundred twenty-nine (129) advertisers. The technique of observation through surveys was used, through two (02) instruments, consisting of one for 59 items and another for advertisers for 29 items, with likert scales. Validated by 5 experts in the marketing area, with a reliability for the first instrument of 0.93 and the second 0.90, expressing as Very High for both instruments. The results show that the traditional marketing strategies are well defined, but do not approach the methods of the Inbound strategy, so it is concluded that you need to adjust the communications of each newspaper to automate them under the methodology approach.

The present work exposes the importance that the consumers that work in the public offices have, in this case of the city of Chilpancingo, Gro., Because it is a segment of market that still is not attended at all, by the marks and businesses that are dedicated to the sale of products and services. The work is exploratory with a descriptive approach, 15 public organizations visited, an observation instrument and an open questionnaire were designed, the instrument had questions related to their consumption habits. Among the results found are those that are related as the influence of third parties on consumption, on the other hand consumers are exposed to social networks, however, businesses have not taken advantage of this opportunity, there is a consumption on any working day, among others.

Este artículo tiene por objeto analizar el proceso de comercialización de los Productos Lácteos Caprinos elaborados en la Península de Paraguaná, Estado Falcón - Venezuela. El abordaje metodológico se sustentó en el desarrollo de un estudio descriptivo, no experimental transeccional, dirigido a diez (10) unidades de producción dedicadas a esta actividad con considerable experiencia. La información recolectada a través de la técnica de la encuesta permitió identificar significativas debilidades (acceso a los insumos y al uso de los servicios públicos, costos de producción, deficiencias en los canales para la distribución, escasa diversidad de los productos elaborados y deficientes instalaciones físicas) y amenazas del proceso en estudio (condiciones ambientales, regulaciones gubernamentales y tributarias, política de apoyo a nivel gubernamental, y las condiciones de la economía del país) que afectan el desarrollo del mismo. Sin embargo, se evidencian importantes fortalezas (amplio conocimiento y experiencia del proceso de producción, costos de mercadeo y precios de los productos en el mercado) y oportunidades (capacidad de compra de los clientes, requerimientos alimenticios específicos y nuevas necesidades de los consumidores al respecto de este tipo de productos). Adicionalmente, se determinan las características y necesidades del segmento de mercado y los elementos de la mezcla de marketing de los productos lácteos caprinos. Los resultados del estudio permitieron formular líneas estratégicas de mercadeo, las cuales servirán de apoyo para las actividades comerciales de este sector productivo, y principalmente, para sacar provecho de las ventajas inherentes al proceso.

The main objective of this research study is to analyze sensorial marketing for the purchase decision process in the florist's customer. Taking into account the theoretical postulates of Manzano and others (2012), Smichtt (2006) Kotler and Armstrong (2003), Salomón (2008) among others. It is classified as a quasiexperimental qualitative and quantitative field study, with explanatory design. The population consisted of eleven (11) experimental subjects taken from an intentional sample with specific characteristics. The applied instruments were an experimental plan which was applied in a real florist environment, and also a mixed questionnaire for both variables which were validated by seven (7) experts in the area of ​​marketing and methodology, and in this way proceed Analyze the results of the research by creating tables corresponding to each indicator and its dimensions according to each objective formulated so as to know what strategic guidelines could be formulated. It was concluded that when analyzing the sensorial marketing for the purchase decision process in the flower shop customer, the experimental subjects reveal how the variety of products is decisive for deciding the purchase, as well as what is pleasing to them To interact with the five senses in the real environment that competes the florist sector. Also the various stages of the purchase decision process where the florists can satisfy their desire to buy or gift as long as they respect the criteria that they have established, as well as it is of vital importance the treatment that the staff has with the customer Since it is a starting point for references to other customers in the target market. Therefore, it is recommended that the strategic guidelines of the research be taken into account in order to optimize the five senses in the purchase decision process.