Resumen

JARAMILLO-PAJUNA, Verónica Lisbeth; PACHECO, Jacquelyn; JARAMILLO, Cecilia  y  LASTRA-BRAVO, Xavier. El uso del marketing en el turismo: desarrollo del mercado de artesanías de la comuna kichwa Mandari Panga, Orellana, Ecuador. Siembra [online]. 2016, vol.3, n.1, pp.155-166. ISSN 2477-8850.  https://doi.org/10.29166/siembra.v3i1.286.

The aim of this research was developing the handicrafts market of kichwa community Mandari Panga, located at Orellana Province, Ecuador, for guiding the handicraft activity carried out by the community residents for several years. The supply and demand was characterized by a market research (surveys, interviews and workshops), handicrafts prices were determined and promotion and distribution were defined. Classic marketing mix variables (product, price, promotion and place) were considered for channeling the demand choices and responding appropriately the current market’s needs. As result, the proposal emphasizes on response to demand, product innovation and adding value. In addition, prices were established for satisfying the needs of craftsmen and buyers, mixed distribution strategy was set, and handicraft promotion by brand and logo was selected.

Palabras clave : market research; product; Price; promotion; place.

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