La mercadotecnia en las PYMES y su influencia en el crecimiento de utilidades

María Eloísa Treviño-Ayala; Paula Villalpando-Cadena; Rodolfo Antonio Treviño-Ayala; David Fernando Lozano-Treviño

doi:10.29105/rinn10.19-6

Authors

María Eloísa Treviño-Ayala University of Monterrey
Paula Villalpando-Cadena University of Monterrey
Rodolfo Antonio Treviño-Ayala University of Monterrey
David Fernando Lozano-Treviño University of Monterrey

DOI:

https://doi.org/10.29105/rinn10.19-6

Keywords:

Earnings, Marketing Factors, Owners-Managers, SME

Abstract

This research aims to identify the marketing factors that enable SMEs succeed relative to its earnings growth in order to enhance their business opportunities. The independent variables included in this study are Product Management, Customer Service and Price Management. Research in conducted in Monterrey and its metropolitan area of Nuevo Leon, Mexico. The methodology used is multiple linear regression. According to the results obtained with sample items, earnings growth is not a function of Product Management,
Customer Service and Price Management, that is to say, the area of marketing activities used by the entrepreneur are not significant to achieve with ANOVA parametric test, positive growth in earnings.

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