Abstract

AROSA - CARRERA, Charles R et al. MIPYME's Marketing Diagnostic Case: Villavicencio - Meta (Colombia, 2008). Orinoquia [online]. 2010, vol.14, n.1, pp.107-113. ISSN 0121-3709.

Based in the registers of the Chamber of Commerce and ESAL of the city of Villavicencio, the research based its study in a population of 9.748 companies and a sample of 385 companies: 6 from the agricultural sector, 37 from the industrial sector, 151 from the service sector and 191 from the industrial sector. The primary information was collected through a structured interview that fed the evaluation Matrix Q.M.A (Quantification of Marketing Activities), proposed by the investigation. Just 1 % of the total of the companies correspond to the agricultural sector, which showed a relative knowledge and importance of the marketing activities, related with logistic, distribution, price and product, this mentioned sector shows some efficiency in the inventory management that goes from a manual follow up until a systematized follow up, they make an appropriate supplying of the market just in time and develop strategies of sale planning. The biggest percent of participation in the population correspond to the commerce sector with a 50 %, which showed a better development in the marketing activities studied, although they don't worry for generating actions related with the strategic structure and the product. It was observed that the industrial and service sectors present a very low level of development in the marketing activities, given that these entrepreneurs don't apply marketing tools, although they show some knowledge level in the area. Although the industrial sector is the generator of the primary production aggregated value, it was evident a lack of innovation in the production; they generate some transformation but they don't develop new products or brands that can clearly differentiate their products from their competition.

Keywords : MIPYME's; Diagnosis; Marketing.

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