Resumen de Estrategias de marketing y posicionamiento de los almacenes de líneas blancas, de la Ciudad de Jipijapa

Amparo Bienvenida Baque Morán, Liz Annabel Correa Plaza, Mayra Gissella Cuenca Sánchez

• This project makes relevance to the investigation of the application of marketing strategies in the businesses of white line stores that make it impossible to position themselves against national marketing chains. The objective of the research is aimed at analyzing how marketing strategies influence the positioning of white goods stores in the city of Jipijapa. Period 2021. For the development, the descriptive methodology was implemented with inductive, deductive, bibliographic, analytical-synthetic and statistical methods; and as techniques, the interview was applied to 5 owners of white line stores in the city of Jipijapa and the surveys directed at potential customers in a total of 378. It is concluded that marketing strategies contribute to marketing the products to customers. potentials; This is essential in sales, as well as allows to publicize the variety of items they offer. These businesses, to face the competition, offer products at a lower cost and quality, according to the client's budget. In addition, they obtain their products from distributors or national marketing chains at a lower cost; Stores are occasionally considered to be able to compete with chains. Business owners do not have knowledge in relation to the development of a marketing plan. For this reason, it is necessary to establish links between the Jipijapa Chamber of Commerce and the South Manabí State University in order to train them in marketing strategies and positioning against the competition.