<?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>S2218-36202021000300391</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de marketing como factor determinante del fracaso de las pymes]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing mix: a determinant factor of SME failure]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Peñate Santana]]></surname>
<given-names><![CDATA[Yaimara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arce Recalde]]></surname>
<given-names><![CDATA[Jazmin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lozada Núñez]]></surname>
<given-names><![CDATA[Dayana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Intriago Toledo]]></surname>
<given-names><![CDATA[Nathaly Valentina]]></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>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>3</numero>
<fpage>391</fpage>
<lpage>400</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000300391&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000300391&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000300391&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El impacto que tienen las estrategias de marketing en el fracaso de las pymes no parece claro. Este estudio indagó al respecto, en una muestra de 200 pymes que fracasaron en la ciudad ecuatoriana de Guayaquil, utilizando un enfoque cuantitativo con un diseño no experimental de tipo transversal. La recopilación y procesamiento de la información se realizó a través de un cuestionario oportunamente validado, y el uso de la técnica de modelos cuadrados ordinarios, respectivamente. Los resultados revelaron que las estrategias de producto más utilizadas se centraron en la calidad y la innovación, mientras que, las asociadas al precio fueron el establecimiento de precios competitivos y la utilización de diferentes formas de pago. Respecto a las estrategias de plaza, las tiendas físicas como canal de venta y la amplia cobertura fueron las más empleadas; y en cuanto a las estrategias de promoción destacaron las promociones en medios online, difundiendo mensajes emotivo-afectivos y las ventas a través del asesoramiento personal. Por último, se comprobó que las estrategias de plaza y promoción ejercieron una influencia significativa sobre el fracaso de las pymes, mientras que las de producto y precio tuvieron una influencia significativa inversa en la supervivencia de estas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Fracaso empresarial]]></kwd>
<kwd lng="es"><![CDATA[pymes]]></kwd>
<kwd lng="es"><![CDATA[estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[marketing mix]]></kwd>
<kwd lng="es"><![CDATA[supervivencia empresarial]]></kwd>
<kwd lng="en"><![CDATA[Business failure]]></kwd>
<kwd lng="en"><![CDATA[SME]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[marketing mix]]></kwd>
<kwd lng="en"><![CDATA[business survival]]></kwd>
</kwd-group>
</article-meta>
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