Propuesta de metodología de posicionamiento para definir estrategias de mercadeo adecuadas para un centro de exposiciones

Abstract

A diagnosis of the current market of the existing fairgrounds in zone three will be made, and to analyze its problematic, which refers to a deficient positioning, an exploratory and descriptive type research will be carried out, which will allow to elaborate an analysis addressed to the visitors to the fairgrounds and the exhibitors, with the intention of measuring perceptual criteria the opinion of the people, and how they see the exhibition centers in relation to different variables such as the service, the quality of products offered, customer service and the logistics; Surveys and interviews will be structured to capture an analysis of positioning of the different fairgrounds through position maps that allow us to develop appropriate marketing strategies. From the results obtained, the positioning methodology will be displayed, such as the Expo model, developed by the author, and by its intermediate the application of the ATL, BTL and TTL strategies.