<?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>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000300316</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de las estrategias de marketing empleadas por la industria de bebidas del Ecuador. Caso Quicornac]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of the marketing strategies used by the beverage industry of Ecuador. Case Quicornac]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pacheco Rodríguez]]></surname>
<given-names><![CDATA[Miryam]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pantoja Rodríguez]]></surname>
<given-names><![CDATA[Janet Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Troya Alvarado]]></surname>
<given-names><![CDATA[Ana Rosa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Tecnológico Superior Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>3</numero>
<fpage>316</fpage>
<lpage>324</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000300316&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000300316&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000300316&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El estudio tiene como objetivo analizar las estrategias de marketing empleadas por la industria de bebidas del Ecuador, con énfasis en la empresa Quicornac S.A. de la ciudad Guayaquil. La metodología aplicada en el proceso de investigación fue exploratoria mediante técnicas e instrumentos de investigación cualitativa llevando a cabo dos entrevistas a profundidad efectuadas a la Subgerente Comercial de Quicornac S.A. y a un experto en Marketing, además de la técnica de observación directa en los puntos de venta. Por último, se realiza una investigación descriptiva a través de encuestas realizadas a un grupo definido de personas que compra jugos envasados, logrando de esta enriquecer el estudio con un enfoque mixto de investigación. Con la información recolectada se plantearon las conclusiones del estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of the study is to analyze the marketing strategies employed by the beverage industry in Ecuador, with emphasis on the company Quicornac S.A. of the city of Guayaquil. The methodology applied in the research process was exploratory using qualitative research techniques and instruments, carrying out two in-depth interviews with the Commercial Assistant Manager of Quicornac S.A. and an expert in Marketing, in addition to the technique of direct observation at the points of sale. Finally, a descriptive research is carried out through surveys on a defined group of people who buy packaged juices, thus enriching the study with a mixed research approach. With the information collected, the conclusions of the study were presented.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[marketing mix]]></kwd>
<kwd lng="es"><![CDATA[sector industrial de bebidas]]></kwd>
<kwd lng="en"><![CDATA[Marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[marketing mix]]></kwd>
<kwd lng="en"><![CDATA[industrial beverage industry]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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</article>
