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Plan De Marketing Y UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE CIENCIAS ADMINISTRATIVAS CENTRO DE ESTUDIOS DE POSGRADO MAESTRÍA EN MARKETING TEMA: “La distribución exclusiva y el posicionamiento de la marca de calzado DC shoes en la Zona Centro del país”. Trabajo de Investigación Previa a la obtención del Grado Académico de Magister en Marketing AUTORA: Ing. María Gabriela Salinas Pérez DIRECTOR: Ing. Mg. Jorge Enrique Jordán Vaca Ambato-Ecuador 2013 Al Consejo de Posgrado de la UTA. El Tribunal receptor de la defensa del trabajo de investigación con el tema: “LA DISTRIBUCIÓN EXCLUSIVA Y EL POSICIONAMIENTO DE LA MARCA DE CALZADO DC SHOES EN LA ZONA CENTRO DEL PAÍS”, presentado por Ing. María Gabriela Salinas Pérez y conformado por: Ing. Mg. Carlos Beltrán Avalos, Ing. Mg. Edwin Santamaría Freire, Ing. MBA. Santiago Verdesoto Velástegui; Miembros del Tribunal, Ing. Mg. Jorge Jordán Vaca, Director del trabajo de investigación y presidido por Ing. Mg. Luis Velásquez Medina, Presidente del Tribunal; Ing. Mg. Juan Garcés Chávez Director del CEPOS – UTA, una vez escuchada la defensa oral el Tribunal aprueba y remite el trabajo de investigación para uso y custodia en las bibliotecas de la UTA. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. Mg. Luis Velásquez Medina Ing. Mg. Juan Garcés Chávez Presidente del Tribunal de Defensa DIRECTOR CEPOS _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. Mg. Jorge Jordán Vaca Director de Trabajo de Investigación _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. Mg. Carlos Beltrán Avalos Miembro del Tribunal _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. Mg. Edwin Santamaría Freire Miembro del Tribunal _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. MBA. Santiago Verdesoto Velástegui Miembro del Tribunal ii AUTORÍA DE LA INVESTIGACIÓN La responsabilidad de las opiniones, comentarios y críticas emitidas en el trabajo de investigación con el tema: “LA DISTRIBUCIÓN EXCLUSIVA Y EL POSICIONAMIENTO DE LA MARCA DE CALZADO DC SHOES EN LA ZONA CENTRO DEL PAÍS”, nos corresponde exclusivamente a: Ingeniera María Gabriela Salinas Pérez, Autora y Ingeniero Magister Jorge Enrique Jordán Vaca, Director del trabajo de investigación; y el patrimonio intelectual del mismo a la Universidad Técnica de Ambato. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. María Gabriela Salinas Pérez Ing. Mg. Jorge Enrique Jordán Vaca Autora Director iii DERECHOS DE AUTOR Autorizo a la Universidad Técnica de Ambato para que haga de este trabajo de investigación o parte de él, un documento disponible para su lectura, consulta y procesos de investigación, según las normas de la Institución. Cedo los Derechos de mi trabajo de investigación, con fines de difusión pública, además apruebo la reproducción de esta, dentro de las regulaciones de la Universidad. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Ing. María Gabriela Salinas Pérez iv DEDICATORIA Todo el esfuerzo realizado se lo dedico a Dios, por que el haber cumplido con esta meta fue su voluntad, a mis padres Rodrigo y Soñita, a mi hermano Juan Carlos, por su amor y apoyo incondicional, porque juntos como familia sabemos salir adelante ante cualquier adversidad. Este no es mi logro, es nuestro y me siento orgullosa de compartirlo con ustedes. Gaby v AGRADECIMIENTO Infinitamente agradecida con Dios, por iluminar mi vida y cada paso que doy, por llenarme de fe y esperanza y enseñarme que en EL y con EL todo es posible. A mis amados padres Rodrigo y Soñita por ser mi ejemplo de vida, mi apoyo y respaldo en todo momento, ustedes que depositan su entera confianza en cada reto propuesto; a mi hermano Juan Carlos por los ánimos y por brindarme su apoyo incondicional, quiero que sepan que los AMO, y va por ustedes. A la Universidad Técnica de Ambato y su Facultad de Ciencias Administrativas por abrir esta Maestría en Marketing II Versión, la que ha permitido a profesionales y empresarios adquirir nuevos conocimientos y ponerlos en práctica en beneficio propio y de la colectividad. A ustedes gracias y que Dios los bendiga. Gaby vi ÍNDICE GENERAL Contenido Al Consejo de Posgrado de la UTA. ........................................................... ii AUTORÍA DE LA INVESTIGACIÓN ........................................................... iii DERECHOS DE AUTOR ........................................................................... iv DEDICATORIA .......................................................................................... v AGRADECIMIENTO .................................................................................. vi ÍNDICE GENERAL .................................................................................... vii ÍNDICE DE TABLAS .................................................................................. x ÍNDICE DE GRÁFICOS ........................................................................... xiv RESUMEN EJECUTIVO ......................................................................... xvii ABSTRACT ............................................................................................ xviii INTRODUCCIÓN ....................................................................................... 1 CAPÍTULO I ............................................................................................... 3 EL PROBLEMA .......................................................................................... 3 1.1 Tema ................................................................................................ 3 1.2 Planteamiento del problema ............................................................. 3 1.2.1.- Contextualización ..................................................................... 3 1.2.2.- Análisis crítico ........................................................................ 10 1.2.3.-Prognosis ................................................................................ 11 1.2.4.- Formulación del problema ...................................................... 12 1.2.5.- Interrogantes .......................................................................... 12 1.2.6.- Delimitación del objeto de investigación ................................. 13 1.3.- Justificación .................................................................................. 13 1.4.- Objetivos ...................................................................................... 15 1.4.1.- Objetivo general ..................................................................... 15 1.4.2.- Objetivos específicos ............................................................. 15 CAPÍTULO II ............................................................................................ 16 MARCO TEÓRICO .................................................................................. 16 2.1.- Antecedentes investigativos ......................................................... 16 2.2.- Fundamentación filosófica ............................................................ 17 vii 2.3.- Fundamentación legal .................................................................. 19 2.4.- Categorías fundamentales ........................................................... 20 2.4.1. Marco conceptual de la variable independiente ...................... 22 2.4.2. Marco conceptual de la variable dependiente ......................... 35 2.5.- Hipótesis ....................................................................................... 47 2.6.- Señalamiento de variables ........................................................... 47 CAPÍTULO III ........................................................................................... 48 METODOLOGÍA ...................................................................................... 48 3.1.- Enfoque de la investigación .......................................................... 48 3.2.- Modalidad básica de la investigación ........................................... 49 3.3.- Nivel o tipo de investigación ......................................................... 51 3.4.- Población y muestra ..................................................................... 52 3.5.- Operacionalización de variables ................................................... 55 3.6.- Técnicas e instrumentos ............................................................... 56 3.7.- Plan de recolección de la información .......................................... 57 3.8.- Plan de procesamiento de la información ..................................... 60 CAPÍTULO IV ........................................................................................... 62 ANÁLISIS E INTERPRETACIÓN DE RESULTADOS .............................. 62 4.1. Análisis de datos ............................................................................ 62 4.2. Interpretación de resultados ........................................................ 115 4.3. Verificación de la hipótesis .......................................................... 118 CAPÍTULO V .......................................................................................... 124 CONCLUSIONES Y RECOMENDACIONES ......................................... 124 5.1. Conclusiones .............................................................................. 124 5.2. Recomendaciones ....................................................................... 127 CAPÍTULO VI ......................................................................................... 128 LA PROPUESTA ................................................................................... 128 1. Datos informativos .........................................................................
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