<?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>S2218-36202020000400399</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de marketing para la comercialización de producto biodegradables de aseo y limpieza de la empresa Quibisa]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing strategies for the commercialization of biodegradable cleaning and cleaning products from the Quibisa Company]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Izquierdo Morán]]></surname>
<given-names><![CDATA[Aída Margarita]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Viteri Intriago]]></surname>
<given-names><![CDATA[Danilo Augusto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Baque Villanueva]]></surname>
<given-names><![CDATA[Lisenia Karina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zambrano Navarrete]]></surname>
<given-names><![CDATA[Sheylla Ariana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Regional Autónoma de Los Andes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2020</year>
</pub-date>
<volume>12</volume>
<numero>4</numero>
<fpage>399</fpage>
<lpage>406</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202020000400399&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202020000400399&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202020000400399&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Marketing es una herramienta fundamental para comercializar productos hacia mercados potenciales y posicionar nuevas empresas según su actividad productiva, estudios realizados mediante análisis FODA se identificó las necesidades actuales y futuras, obteniendo ventaja competitiva en las demandas del consumidor. La insuficiencia, actualidad e importancia del tema direcciona a la pregunta científica ¿Cómo contribuir al posicionamiento de mercado de la empresa QUIBISA del cantón Yaguachi?, planteando como objetivo desarrollar un Plan Estratégico de Marketing para el posicionamiento de mercado en la provincia del Guayas, con una metodología cualitativa y cuantitativa, mediante los métodos teóricos bibliográficos y empíricos, que lograron a la aplicaron logrando de resultados de implantación de estrategias innovadoras y acciones diferenciadoras para posicionar y crear desarrollo empresarial.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Marketing has become a fundamental tool to market products to potential markets and position companies according to their productive activity, studies carried out on current and future needs were identified through a SWOT analysis SWOT obtaining competitive advantage in consumer demands. The need, topicality and importance of the topic addresses the scientific question: How to contribute to the market positioning of the QUIBISA company in the canton of Yaguachi?, aiming to develop a Strategic Marketing Plan for market positioning in the province of Guayas, the application of qualitative and quantitative methodology, through theoretical and empirical methods, which were applied achieving results of implantation of innovative strategies and differentiating actions and creating business development.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Plan de marketing]]></kwd>
<kwd lng="es"><![CDATA[mercado]]></kwd>
<kwd lng="es"><![CDATA[estrategias]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="en"><![CDATA[Marketing plan]]></kwd>
<kwd lng="en"><![CDATA[market]]></kwd>
<kwd lng="en"><![CDATA[strategies]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Álvarez Gómez]]></surname>
<given-names><![CDATA[L. C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Plan de marketing empresarial]]></source>
<year>2016</year>
<publisher-name><![CDATA[Paraninfo]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Arce Burgoa]]></surname>
<given-names><![CDATA[L. G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Cómo lograr definir objetivos y estrategias comerciales]]></article-title>
<source><![CDATA[Perspectiva]]></source>
<year>2010</year>
<volume>25</volume>
<page-range>191-201</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ayala Félix]]></surname>
<given-names><![CDATA[F. J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Desarrollo de estrategias de posicionamiento. Caso: Producto Quinua]]></article-title>
<source><![CDATA[Perspectiva]]></source>
<year>2013</year>
<volume>32</volume>
<page-range>39-56</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baque Villanueva]]></surname>
<given-names><![CDATA[L. K.]]></given-names>
</name>
<name>
<surname><![CDATA[Triviño Vera]]></surname>
<given-names><![CDATA[K. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Viteri Intriago]]></surname>
<given-names><![CDATA[D. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Las habilidades gerenciales como aliado del líder para ejecutar la estrategia organizacional]]></article-title>
<source><![CDATA[Dilemas Contemporáneos: Educación, Política y Valores]]></source>
<year>2020</year>
<volume>7</volume>
<page-range>6-15</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castellano Hernández]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing. Una visión general]]></source>
<year>2015</year>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García Cali]]></surname>
<given-names><![CDATA[G. T.]]></given-names>
</name>
</person-group>
<source><![CDATA[Mercadeo Estratégico]]></source>
<year>2018</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[González Rodríguez]]></surname>
<given-names><![CDATA[S. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Baque Villanueva]]></surname>
<given-names><![CDATA[L. K.]]></given-names>
</name>
<name>
<surname><![CDATA[Mendoza Alcívar]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Planeación estratégica para mejorar la comercialización de cacao en la empresa Agro Álava del Empalme]]></article-title>
<source><![CDATA[Dilemas Contemporáneos: Educación, Política y Valores]]></source>
<year>2020</year>
<volume>7</volume>
<page-range>8-12</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Izquierdo Morán]]></surname>
<given-names><![CDATA[A. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Acurio Armas]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Diseño de mix de marketing para posicionar una empresa de limpieza, mantenimiento y aseo]]></article-title>
<source><![CDATA[Dilemas Contemporáneos Educación Política y Valores]]></source>
<year>2019</year>
<page-range>5-6</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Izquierdo Morán]]></surname>
<given-names><![CDATA[A. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Zambrano Olvera]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Albarracín Matute]]></surname>
<given-names><![CDATA[J. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Jalón Arias]]></surname>
<given-names><![CDATA[E. J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing para jóvenes]]></source>
<year>2018</year>
<publisher-name><![CDATA[Editorial Jurídica del Ecuador]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kerin]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Hartley]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Rudelius]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing en el otro lado de marketing]]></source>
<year>2014</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[McGraw Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing]]></source>
<year>2013</year>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Keller]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de marketing]]></source>
<year>2016</year>
<publisher-name><![CDATA[Pearson Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martínez Valverde]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Internacional]]></source>
<year>2017</year>
<publisher-name><![CDATA[Paraninfo SA]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Molina Guerrero]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Plan de Marketing Estratégico para incrementar la participación en el mercado de CrossFit Milla ubicada en el Cantón Quevedo. Plan de Marketing Estratégico]]></source>
<year>2019</year>
<publisher-name><![CDATA[Universidad Regional Autónoma de Los Andes]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mullins]]></surname>
<given-names><![CDATA[J. W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Introducción al marketing. Estrategias]]></source>
<year>2014</year>
<publisher-name><![CDATA[McGraw Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Münch]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Administración, gestión organizacional, enfoques y procesos administrativos]]></source>
<year>2014</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Porter]]></surname>
<given-names><![CDATA[M. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Bueno Campos]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Merino Moreno]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Salmador Sánchez]]></surname>
<given-names><![CDATA[M. P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Ventajas competitivas: creaciones y sostenibilidad de un rendimiento superior]]></source>
<year>2010</year>
<publisher-name><![CDATA[Pirámide]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ramón Bautista]]></surname>
<given-names><![CDATA[C. S.]]></given-names>
</name>
<name>
<surname><![CDATA[Arroyo Yabur]]></surname>
<given-names><![CDATA[R. G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evaluación del Marketing mix de la campaña "Lava, Tapa, Voltea, Tira" en comunidades rurales del Tabasco]]></article-title>
<source><![CDATA[Horizonte Sanitario]]></source>
<year>2017</year>
<volume>16</volume>
<numero>3</numero>
<issue>3</issue>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Rles]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Trout]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Posicionamiento]]></source>
<year>2017</year>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
