Abstract

PENATE SANTANA, Yaimara; ARCE RECALDE, Jazmin; LOZADA NUNEZ, Dayana  and  INTRIAGO TOLEDO, Nathaly Valentina. Marketing mix: a determinant factor of SME failure. Universidad y Sociedad [online]. 2021, vol.13, n.3, pp. 391-400.  Epub June 02, 2021. ISSN 2218-3620.

Marketing mix impact on SME failure is still not clare. This study use data from 200 SME of Guayaquil, an Ecuadorian city, to evaluate that impact, using a quantitative analysis through a non-experimental design. A validated questionnaire was used to gather information and the ordinary square model technique to processing it. The results revealed that the product strategies most used by SMEs focused on quality and innovation, while those associated with price stood out for the establishment of competitive prices and the use of different forms of payment. Regarding place strategies, physical stores a sales channel and wide coverage were the most used. Associated to promotion strategies, social networks, spreading emotional-affective messages and sales through personal advice were the most used. Finally, it was possible to verify the influence that marketing strategies have on business failure

Keywords : Business failure; SME; marketing strategies; marketing mix; business survival.

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