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

The research aimed to analyze the social marketing as a support for social responsibility in medical supplies selling companies in Maracaibo, which was based on the theoretical approaches of Kotler (2012), Perez (2012), Arias (2012), Martinez (2014), Robbins (2012), among others. The study was typified as descriptive; the design was a non-experimental, descriptive, transectional type under the field modality. The population consisted of fifteen (15) marketing managers of the medical supplies companies, and eighty-five (85) medical centers managers, clients of medical supplies selling companies, in this way, as a finite and accessible population, the researcher applied a population census. Three questionnaires were designed, fifty-one (51), twenty-one (21) and fifteen (15) items respectively, validated by the judgement of seven (7) experts; the reliability was determined by the Cronbach's Alpha method, yielding a value of 0.848, 0.890 and 0.794 respectively, resulting highly reliable. The technique of data analysis was descriptive statistics, through the analysis of absolute and relative frequencies. The results indicated failures or omissions in the application of the social marketing mix, there are also weaknesses in the elements of social responsibility. As well as, in the practice of continuous training of the personnel to provide them new technical knowledge, because the creation of employee participation programs in the conservation of the environment, or the creation and performance of a corporate volunteer service is not encouraged. Finally, a series of recommendations and strategic guidelines about social marketing were made to support the social responsibility of medical supplies selling companies.

The present study purpose was to analyze the integrated personal brand communicationapplied by professionals of the health sector in the municipality Maracaibo, for it was based ontheories of authors such as Kotller and Amstrong (2012), Keller (2008) Lopez and Lobato(2009), Patrizzi (2016), among others. Methodologically, the research was descriptive, with adesign, not experimental, transectional and field. In relation to the population, was split in two,the population were four thousand five hundred thirteen (4513) female patients, so it applied asample which was obtained a total of one hundred and ninety-five (195) subjects. Thetechnique of data collection used was the observation by survey, also were two  questionnaires, one for doctors comprised of twenty (22) questions with scale of response,fourteen (14) questions of simple selection, and three (3) dichotomous, for a total of thirty-nine(39) questions, and one for patients consisting of five (5) questions with scale of response, two(2) single-selection and two (2) dichotomous, for a total of nine (9). They were validated by thejudgement of six (6) experts in the field. Reliability for the questionnaires was obtained usingthe method of two halves, whose value was 0.89, and 0.92, respectively result it with a veryhigh reliability. Data processing was performed using descriptive statistics. Among the mainresults determined that physicians with specialty obstetrics & gynecological carried out in anappropriate manner the strategic planning process, so how also put into practice most of theelements of the personal brand; However are you constant in it comes to blend ofcommunications, but if there is a capital value positive brand.

This research was based on analyzing the Experiential Marketing for the Positioning of Private Clinical Laboratories. Considering the approaches of Schmitt (2006), Lenderman and Sánchez (2008); Smilanzky (2009) for the variable Experiential Marketing; And for Positioning the approaches of Kotler and Keller (2012); Trout and Ries (2014); Lamb and Mcdaniel (2011). The type of research was explanatory with a quasi-experimental field design. The Population under study was determined through a population census obtained from COBIOZUL, with an intentional sample of specific characteristics that was constituted by seven (7) experimental subjects. The technique for obtaining data was a Focus Group with participatory observation applied in a real environment, which includes the use of three (3) mixed questionnaire type instruments used during the focus group session. The instruments were validated by six (6) experts in the area of ​​Marketing and Methodology. It was concluded that in analyzing the experiential marketing for the positioning of private clinical laboratories, the experimental subjects keep in mind those private clinical laboratories that make them live pleasurable experiences, definitely with the participation of providers of experiences that include communications, visual identity , Space environments, electronic media, company personnel; All of which foster the different types of experiences or strategic experiential modules that the consumer experienced during his visit.

The porpuse of the article was to analize the Inbound Marketing for the fast food burguer stands of San Francisco´s municipality. It was structure under a theorical framework supported by the authors Del Santos y Álvarez (2012), Valdés (2014), Canjura y otros (2016) and others. Together with this, the type of investigation was descriptive, with a quantitative approach, with a non experimental design, transactional field. Asuming 2 populations, formed by the manager of the fast food stands and the clients of four hundred (404) persons. The data selecction technique was the through surveys, for that two (2) instruments were used, a questionnaire addressed to the managers, with thirty nine (39) items with dicho tomous questions (yes – no), a questionnaire addressed to the clients, formed by thirty six (36) items with dichotomous answers. The instruments werw validated by six (6) experts in the investigation. A reliability study was conducted through the kuder Richardson´s internal consistency method under the coefficient (Kr-20) for the instruments of the managers in charge of the food stands and the clients throwing a result of 0.95 for the first questionnaire and 0.78 for de second. The descriptive stadistic and the result of the tables were presented. In that sense, it was discovered a series of failures in the elements management of the digital marketing used by the fast food stands of San Francisco. Based on those results, 4 strategies were proposed to improve the communication and interaction, for the optimization of the digital media and to achieve the commercialization of the products through them.

The purpose of this article was to analyze how is the Odontomarketing for esthetician dentists. The research was of a descriptive type, with a non - experimental design - descriptive transectional field. The population under study for this article was delimited by ten collegiate and solvent aesthetic dentists, with 5 or more years of experience and registered with the Venezuelan Society of Dental, Aesthetic and Biomaterials (SVODEB). The technique and instrument of data collection was a mixed survey, with 38 items varied between Likert scale, simple and dichotomous selection. The results indicate that dentists know and recognize the techniques of dentistry but they are not being exploited; there is an executed planning but it is not evaluated if it is carried out in an effective and timely manner. Such situation on the part of the professionals in dental aesthetics shows that they are able to diagnose the current situation of the sector and to enumerate the deficiencies and advantages of the branch in the market. Meanwhile, it is recommended to strengthen the 6Ps that confer the elements of the odontomarketing such as the Product, Price, Plaza, Promotion, Planning and Personnel; as well as a quarterly evaluation of the current market based on the internal and external analysis that includes the SWOT analysis, for the improvement of the professional's practice in the Maracaibo Municipality.

The present investigation established the purpose of describing the elements ofecological marketing used by the companies of consumable recharges of the municipalityof Maracaibo. For this, it was possible to sustain authors such as Hidalgo (2010), Mesa(2014), Calomarde (2005), among others. Methodologically, the research starts with thetype of field, with a non-experimental design. The study population was made up ofmanagers or managers (16). Regarding the technique used, observation was made by  survey, with a duly validated instrument, and its reliability calculated achieving a value ofthe Cronbach coefficient of rtt = 0.95. It stands out in the results in relation to the elementsof ecological marketing that the aspects related to packaging and ecological distributionexpress the elements of greatest interest. Finally, when analyzing the ecological marketingapplied in the companies of refills of cartridges, these companies have favorableconditions for the implementation of this alternative.

The purpose of this article was to identify the communications of cultural products for the positioning of the event producers in the city of Maracaibo. The type of research was of descriptive type, the design refers to the strategy or plan created to obtain the necessary information for the development of the investigation being not experimental, transectional and field. As for the population, we selected 4 managers of the producers of events located city of Maracaibo and 97 users or clients that this case would be the public assistant to the events held in the city of Maracaibo. As for the technique of the instrument and data collection were two surveys, one directed to the managers of the producers of events which counted on 27 items and the second directed to the clients (public) composed by 47 items, having both 5 Likert scale response alternatives. The results indicate that these producers have certain flaws in terms of the mechanism they apply to achieve position in the market, that is why we recommend the application of strategies to strengthen the areas necessary for the achievement of the Objectives. On the other hand, the event producers in Maracaibo use various means of communication for the projection of their brand and services however, in some cases it is not the means that should be used, for this reason it is recommended to the cultural entrepreneurs that they must evaluate and consider the multiple strategies of promotion through the different means of communication either, printed, Radio, audiovisual, external and digital, taking advantage of the great variety that exist in terms of promotional tools in marketing is, at the same time, locating their consumers of the arts (theatres, public, supplier) in several areas and promote their dissemination by the media.

The objective of this research was to design the types of consumer experience in Mexican restaurants in the city of Maracaibo. The research is based on the theories of Kotler and Keller (2012), Schmitt (2006), among others. Methodologically, it was framed as descriptive, under a quasi-experimental, transectional, field design. The population was constituted by eleven (11) assiduous people to the restaurants of Mexican food of the city of Maracaibo. How the survey is used by survey, using a simple questionnaire consisting of seventeen (17) multiple-choice closed questions and twelve (12) open questions, whose content was validated by five (5) experts in the area of ​​marketing management. Ruiz (2002), the mixed questionnaires are not calculated reliability, since, these questionnaires by definition are heterogeneous in the structure of the questions. For the analysis of the results, descriptive statistics are used, as well as the frequency distribution. The results of the investigation showed that users when thinking about this type of food with hunger, which is traditional, the other way of identifying with juicy meat dishes, however, is more pleasing for diner’s meat spicy and salty.

  The present research was aimed at analyzing the Neuromarketing for franchises of biscuits of the Maracaibo municipality. It was based on the postulates of Braidot (2015), Kotler (2013), Álvarez (2011), Malfitano (2007) among others. The research was typified as explanatory, with an experimental design of quasi experimental field type. The study population consisted of the twelve experimental subjects, the sample was made up of clients who come to this type of premises, at least once a week, living in the Maracaibo municipality, older than 18 years, socioeconomic characteristics and habits of consumption, to choose the most convenient. It was used the observation technique through surveys, through three (03) instruments, formed one called pre-test of 16 items, another experimental phase with 20 items and the last final phase with 28 items, with mixed questionnaire. Validated by 6 experts in the field of marketing. The results show that neuromarketing for biscuit franchises in the Maracaibo municipality offers a positive tool to measure sensations, experiences, expectations and sensations based on neurocommunication behavior, thus providing a powerful help to customers in the purchase decision process.

The purpose of this article was to analyze the Governmental Marketing 2.0 in the Governors' Administration from the phenomenology perspective. It was a qualitative investigation, supported by the works of Martínez (2012), Izcara (2014), Valles (2014), among others. The area of this study was focused on 15 in-depth interviews to political consultants, researchers, university professors and two persons in charge of social networks of Venezuelan governors, who, based on their experiences and opinions, answered questions related to 12 cognitive aspects. Subsequently, the phenomenological reductions that led to the findings were done. Castilla and Gallardo’s triangulation model (2008) was used for the analysis and discussion of the results; the three vertexes were represented by the purposes of the research, the essential topics derived from the interviews to the key respondents, and the information presented by various authors, concluding that the interaction between leaders and constituency can be considered to be the main contribution of the interviewees, as opposed to the 1.16% result of replies that the Venezuelan governors register in Twitter.  This number was obtained from a ranking that analyzed the phenomenon in the country. Recommendations included the use of social networks’ advantages and potential to build/improve image, strengthen legitimacy, evaluate public policies, and possibility of response during moments of crisis.