AAH. Especialización en Gerencia de Mercadeo
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- PublicaciónAcceso abiertoDiagnóstico del clima organizacional del Banco Inmobiliario de Floridablanca Santander.(Bucaramanga : Universidad de Santander, 2014, 2014-02) Correa Rodríguez, Amparo.; Vargas Vega, María D.; Sierra Sierra, María-LucíaIn DIAGNOSIS OF ORGANIZATIONAL CLIMATE FLORIDABLANCA ESTATE BANK SANTANDER, a data collection survey was done through observation and officials of the entity in order to determine the performance and how to conduct their work, their work environment, their satisfaction, effectiveness, efficiency and organizational adaptation to the environment, where internal and external factors affecting the company and it is important to define which affect the full development of the daily tasks of personal and human resources were analyzed. The aspects that are deficient are working and communication that influence the level of worker dissatisfaction Bank and real estate are determined by the discomfort and inappropriate working environment. The improvement plan that the students propose to Land Bank focuses on achieving efficiency team, improve ventilation as lighting in positions in which they work. As for communication, managers should improve access times and expand or facilitate the information used against workers, which result in an effective and efficient communication.
- PublicaciónAcceso abiertoDiagnóstico del mercado aplicado por la empresa Carrocera de Buses Marcopolo-Superpolo en el departamento de Santander(Bucaramanga : Universidad de Santander, 2015, 2015-03) Gómez Mantilla, Edgar M.; León Ortega, Orlando; Pacheco Díaz, Edwin A.; Urrea Naranjo, Nelson E.; Albornoz Silva, María-Jenny
- PublicaciónAcceso abiertoDiseño de una estrategia shopper marketing para centro de negocio “Río del Hato” Marval S.A.(Bucaramanga : Universidad de Santander, 2015, 2015-02) Ahumada Villalba, Annally.; Andrade Díaz, Ricardo.Description: Rio del Hato Marval S.A. weakness research to focus on sales results from the day of launch to March 30, 2015 to formulate a coherent marketing strategy aimed the consumer and reach the top of mind of potential buyers, through a communication strategy and Shopper, showing that it is a unique environmental project in Santander which has not an aggressive competition from other contractors and that as a result you can perform various marketing tactics.
- PublicaciónAcceso abiertoDiseño de una estrategia de mercado para el posicionamiento de la línea cosmética de Laboratorios Ophtha mediante la exploración del sector médico de incidencia en la zona de Cabecera del Llano en la ciudad de Bucaramanga(Bucaramanga : Universidad de Santander, 2015, 2015-02) Acosta Acosta, Isaura J.; Mc Cormick Méndez, Sergio A.; Albornoz Silva, María-Jenny
- PublicaciónAcceso abiertoDiseño del plan de medios para el posicionamiento de los seguros novedosos de la empresa ARC Seguros Ltda en la ciudad de Bucaramanga y su área metropolitana(Bucaramanga : Universidad de Santander, 2015, 2015-02) Albarracin Hernández, Carlos E.; Galvis Bastos, Jesús A.; Andrade Díaz, Ricardo.Objective: To propose a media plan that allows customers of Bucaramanga and its metropolitan area informed of new insurance options and innovations offered by the company ARC Seguros Ltda. Methodology: In this research a quantitative approach was applied, this will be evidenced in the choice of method of collection of numerical data; for population sample was took as a selection tool, the internal database of existing customers which represents a total of (N = 5291). Other Selection was the execution of surveys conducted randomly in which 358 individuals were randomly selected. The type of sampling is probabilistic developed where all qualified individuals have a greater than 0 to be chosen (0.5) possibility, this type of sampling allows the scientific argument results on the total population with controllable margins from design and reliability precisely calculable for each consideration. The margin for this project acceptable error was 5% for a confidence level of 95 % Results: It was determined the medium of choice and higher frequency by which customers wish to receive the information of new insurance options and innovations offered by the company, could also observe the degree of interest of customers for each of the selections.
- PublicaciónAcceso abiertoEstudio de influencia del servicio al cliente en el posicionamiento del sector financiero en Bucaramanga caso : Grupo Bancolombia Oficina 504(Bucaramanga : Universidad de Santander, 2014, 2014-07) Hernández Buitrago, Víctor H.; Hernández Soto, German E.; Rojas Espinel, Claudia M.; Sierra Sierra, María-LucíaThe overall objective of this research is to determine the influence of customer service in positioning the financial sector for office in Bucaramanga 504 of Bancolombia, to identify customer expectations and satisfaction. To do a diagnosis of the current situation of the quality of internal and external customer service was performed in order to determine their influence on the positioning on existing customers of the bank Bancolombia. The research is based on a field study descriptive, in which the population consisted of two thousand and thirty-five elements throughout: ten employees of the institution and two thousand and twenty-five customers of the three segments in which it divides the current portfolio: Average present Value Customers, Clients Alto Alto present Value and present Value Stores. To calculate the sample probability sampling suggested by Hernández Sampieri and others, applied to all external customers, the amount of throwing hundred and thirty four elements that made up the study sample was applied. To collect the information, two questionnaires with multiple choice or multiple answer options closed, one applied to the staff of the institution and the other is designed to selected customers in the sample. The results were grouped by size and structured through tables of absolute and relative to the support bar graphs frequencies. It was found that the internal organization is adequate, since formally established an organizational structure to the vision and business mission is established; Customer orientation is adequate in its functional and organizational structure and clients indicated that some processes are not clearly defined and do not know when making their applications, among others. Finally, some necessary guidelines were given to improve the quality of customer service, with the aim of improving its perception.
- PublicaciónAcceso abiertoEstudio de satisfacción del servicio a los estudiantes de especializaciones presenciales de la universidad de Santander Bucaramanga semestre A-2015(Bucaramanga : Universidad de Santander, 2015, 2015-02) Pérez Camacho, Nadya C.; Pérez Camacho, Nathalia J.; Andrade Díaz, Ricardo.The next study will measure student satisfaction of attendance majors at the University of Santander in Bucaramanga 2015, concerning the provision of academic services and institutional services aimed at the area of University´s postgrads, in order to contribute to approach strategies for continuous improvement and rethinking procedures that will result in more satisfied students and more new students referred by graduates.
- PublicaciónAcceso abiertoImpacto generado por el clima organizacional del personal de consulta externa del Hospital Militar Regional Bucaramanga en la atención de sus Usuarios(Bucaramanga : Universidad de Santander, 2014, 2014-02) Ávila Rincón, Adriana M.; Forero Rosado, Chárity.; Palacios Torres, Ivón A.; Albornoz Silva, María-Jenny