Publication: Propuesta del marketing mix ampliado para incrementar la participación de mercado de la IEP Genios del Millennium, La Esperanza 2023
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El propósito de este estudio es elaborar la propuesta del marketing mix ampliado para incrementar la participación de mercado de la IEP Genios del Millennium en el distrito de La Esperanza. El diseño del estudio es correlacional. El estudio estuvo conformado por una población de 74,311 habitantes del distrito de La Esperanza y una muestra de 383 habitantes. La confiabilidad del instrumento fue buena para ambas variables, contando con una puntuación de 0,889 el marketing mix ampliado y una puntuación de 0,881 la participación de mercado. En relación a los resultados se concluye que la aplicación efectiva del marketing mix ampliado propuesto no solo fortalecerá las estrategias de la IEP Genios del Millennium, sino que también conducirá a un aumento significativo en su participación de mercado. Este enfoque estratégico está respaldado por la valiosa retroalimentación de los padres de familia de La Esperanza y una evaluación exhaustiva de las 7 Ps de la institución, representando un paso crucial hacia el logro de un posicionamiento más sólido y competitivo en el ámbito educativo. Finalmente se aprueba la hipótesis del coeficiente de Spearman de 0.797 indicando que la correlación de las variables es positiva alta.
ABSTRACT The purpose of this study is to develop the proposal of the extended marketing mix to increase the market share of IEP Genios del Millennium in the district of La Esperanza. The study design is correlational. The study consisted of a population of 74,311 inhabitants of the La Esperanza district and a sample of 383 inhabitants. The reliability of the instrument was good for both variables, with a score of 0.889 for the extended marketing mix and a score of 0.881 for market share. Regarding the results, it is concluded that the effective implementation of the proposed extended marketing mix will not only strengthen the strategies of IEP Genios del Millennium but also lead to a significant increase in it’s market share. This strategic approach is supported by valuable feedback from parents in La Esperanza and a comprehensive evaluation of the institution's 7 Ps, representing a crucial step towards achieving a stronger and more competitive position in the educational field. Finally, the hypothesis of the Spearman coefficient of 0.797 is approved, indicating that the correlation of the variables is highly positive.
ABSTRACT The purpose of this study is to develop the proposal of the extended marketing mix to increase the market share of IEP Genios del Millennium in the district of La Esperanza. The study design is correlational. The study consisted of a population of 74,311 inhabitants of the La Esperanza district and a sample of 383 inhabitants. The reliability of the instrument was good for both variables, with a score of 0.889 for the extended marketing mix and a score of 0.881 for market share. Regarding the results, it is concluded that the effective implementation of the proposed extended marketing mix will not only strengthen the strategies of IEP Genios del Millennium but also lead to a significant increase in it’s market share. This strategic approach is supported by valuable feedback from parents in La Esperanza and a comprehensive evaluation of the institution's 7 Ps, representing a crucial step towards achieving a stronger and more competitive position in the educational field. Finally, the hypothesis of the Spearman coefficient of 0.797 is approved, indicating that the correlation of the variables is highly positive.
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Keywords
Marketing mix, Estrategias de marketing, Mercado, Institución educativa