Importance of marketing for the positioning of entrepreneurship in Ecuador

Abstract

Marketing is currently an important tool for companies to publicize their brands, products and services they offer in order to capture the attention and loyalty of customers and users in the market. However, in recent years, it has had more presence as it has become the ally of enterprises when expanding their market, since it is more accessible due to the use of technology and social networks. Therefore, it is necessary to analyze the importance of marketing for the positioning of enterprises in Ecuador, and thus determine which marketing practices have been effective in this time of pandemic. To achieve the proposed objective, a documentary review of the concepts of: marketing, positioning and entrepreneurship was made. Then, the results were analyzed and discussed based on documents and newspapers from Ecuador that allowed for truthful, reliable and updated information. Finally, it is concluded among several aspects that: Ecuador presented an Early Entrepreneurial Activity (EER) of 36.2%, according to the 2019 Global Entrepreneurship Monitor (GEM) report. In pandemic due to Covid 19 have greater representativeness the ventures of the information and communications sector (22%). The ventures that have managed to maintain their businesses during the hardest months of the pandemic, it was evidenced that they follow strategies such as: increasing marketing efforts (61.1%), social networks and digital marketing have served for entrepreneurs to publicize products, consolidate the brand and position themselves in search engines.