Abstract

SAAVEDRA-GARCIA, María Luisa; DEMUNER-FLORES, María del Rosario  and  CHOY-ZEVALLOS, Elsa Esther. Use of SME marketing practices in Mexico City and their relationship to competitiveness. Retos [online]. 2020, vol.10, n.20, pp.283-305. ISSN 1390-8618.  https://doi.org/10.17163/ret.n20.2020.06.

The aim of this research is to find out about the marketing practices used by Smes in Mexico City and to determine whether they are related to internal competitiveness, considering the size and sector in which they operate. The research method is empirical with a descriptive and correlational scope, working with a sample of 400 Smes collecting data through a field study, applied the IDB competitiveness map adapted by Saavedra (2014b), which measures the internal competitiveness of the companies considering 8 areas, for this work was only analyzed the area of marketing that includes the practices: Market plan, commercial strategies, knowledge of competitors, pricing, new products, marketing, customer service, sales force and distribution systems. The results show a low level of application of marketing practices, determined by the use of basic practices and a significant relationship between marketing practices and competitiveness, which implies the importance of the use of marketing practices to boost the competitiveness of Smes.

Keywords : Competitiveness; SMEs; marketing; profitability; competitors; customers; sales; products.

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