<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182020000200283</article-id>
<article-id pub-id-type="doi">10.17163/ret.n20.2020.06</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Uso de las prácticas de comercialización de las PYME de la Ciudad de México y su relación con la competitividad]]></article-title>
<article-title xml:lang="en"><![CDATA[Use of SME marketing practices in Mexico City and their relationship to competitiveness]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Saavedra-García]]></surname>
<given-names><![CDATA[María Luisa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Demuner-Flores]]></surname>
<given-names><![CDATA[María del Rosario]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Choy-Zevallos]]></surname>
<given-names><![CDATA[Elsa Esther]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma del Estado de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional Mayor de San Marcos  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>10</volume>
<numero>20</numero>
<fpage>283</fpage>
<lpage>305</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182020000200283&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182020000200283&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182020000200283&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de esta investigación consiste en conocer las prácticas de comercialización que utilizan las PYME de la Ciudad de México y determinar si existe relación entre estas y la competitividad interna, considerando el tamaño y el sector en que se desempeñan. El método de investigación es empírico con un alcance descriptivo y correlacional, se trabajó con una muestra de 400 PYME recolectando datos a través de un trabajo de campo, se aplicó el mapa de competitividad del BID adaptado por Saavedra (2014b), que mide la competitividad interna de las empresas considerando 8 áreas, para este trabajo sólo se analizó el área de comercialización que incluye las prácticas: Plan de mercado, estrategias comerciales, conocimiento de competidores, determinación de precios, productos nuevos, marketing, servicio al cliente, fuerza de ventas y sistemas de distribución. Los resultados muestran un bajo nivel de aplicación de las prácticas de Comercialización, determinado por el uso de prácticas básicas y una relación significativa entre las prácticas de comercialización y la competitividad, lo cual implica la importancia del uso de prácticas de comercialización para impulsar la competitividad de las PYME.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Competitividad]]></kwd>
<kwd lng="es"><![CDATA[PYME]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[rentabilidad]]></kwd>
<kwd lng="es"><![CDATA[competidores]]></kwd>
<kwd lng="es"><![CDATA[clientes]]></kwd>
<kwd lng="es"><![CDATA[ventas]]></kwd>
<kwd lng="es"><![CDATA[productos]]></kwd>
<kwd lng="en"><![CDATA[Competitiveness]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[profitability]]></kwd>
<kwd lng="en"><![CDATA[competitors]]></kwd>
<kwd lng="en"><![CDATA[customers]]></kwd>
<kwd lng="en"><![CDATA[sales]]></kwd>
<kwd lng="en"><![CDATA[products]]></kwd>
</kwd-group>
</article-meta>
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