Examinando por Autor "Mesa, Julio Cesar"

Mostrando 1 - 2 de 2
  • Miniatura
    PublicaciónAcceso abierto
    “Estrategias de mercadeo para recreación y esparcimiento de jóvenes universitarios"
    (Universidad EIA, 2010) Hernández Silgado, Melissa; Restrepo Díez, Sara; Mesa, Julio Cesar
    The market research helped to identify recreation and leisure patterns most visited by young people (clubs, bars, restaurants, shopping centers) and their main characteristics (environment, music, location); it also helped to identify the variables that influence the making Business decisions in leisure mode (price, brand, promotional factors) and to meet the internal variables of these establishments (price, promotional factors, target market, product, service); furthermore, through a comparative analysis of external perceptions and internal variables, marketing strategies for different modalities are proposed which will focus its product portfolio to the cause of its consumption, a differentiated position and use communications media successful, valued in this market.
  • Miniatura
    PublicaciónAcceso abierto
    Impacto del mercadeo sensorial y de experiencias en el comportamiento del consumidor.
    (Universidad EIA, 2012) Uribe Gaviria, Daniela; Trujillo Vásquez, Jerónimo; Mesa, Julio Cesar
    The main objective of this research is to understand how the consumer’s behavior is affected by the implementation of sensorial and experiential marketing. This way it was developed an analysis of the different marketing techniques as sensorial and experiential marketing trying to determinate their effectiveness. As methodology for this paper is used different research process looking for multiple sources of information, exploring different kind of companies from the real market and looking for the opinion of experts.