Resumo

MATEO BANCHON, Joffre; ASPIAZU VELEZ, Sandra  e  GOMEZ ROSADO, Evelyn Yamileth. International marketing of Ecuadorian banana and banana exporting companies in the foreign market, year 2020. Universidad y Sociedad [online]. 2021, vol.13, n.1, pp. 325-330.  Epub 02-Fev-2021. ISSN 2218-3620.

The Ecuadorian exporting companies of banana, when internationalizing their product, do not have a marketing department that can help to carry out strategies within it. The objective of this present research is to know and evaluate the factors that are considered of greatest importance when entering a new international market. Among the most relevant factors for companies are quality, efficiency and customer satisfaction, and the barriers that are most frequently presented to Ecuadorian exporters are the obstacles set by the different governments of the destination countries. Its product is marketed to an exclusive distributor giving the right to sell to a single marketer and its main export destination is the European Union, which is the market that in recent years has seen growth in Ecuadorian exports.

Palavras-chave : International marketing; export companies; bananas and plantains; strategies and foreign market.

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