ESTRATEGIAS DE MERCADEO PARA LA COMERCIALIZACIÓN DE LOS PRODUCTOS ELECTRÓNICOS Y MECÁNICOS PRODUCIDOS EN LAS UNIDADES DE INVESTIGACIÓN Y DESARROLLO DE LA UNET

Abstract

Through the investigation of market, the electronic and mechanical product necessities were detected of the regional industrial sector, with the purpose of designing trade strategies that respond to the exigencies of the productive sector. The investigation was carried out in four (4) phases: one directed to the people in charge of the Units of Investigation and Development of the UNET (Universidad Nacional Experimental del Táchira in Venezuela); another one to the commercial establishments and companies of services; third towards the regional industrial market and last one, oriented the usuary university community of the units. The results were analyzed tabs and, obtaining itself between the findings more excellent than: a) exists potential an industrial market with electronic and mechanical product necessities, such as: Maintenance and Technical Service, Automatization, Consultant's office and Prototypes; that it is conformed mainly by manufacturing companies of textiles, foods and drinks, and companies of services; with high interest to know and to use the products that the University them can offer b) exists high disposition of the UNET´s community to cooperate with the Units of Investigation and to participate in the incursion of these in the regional productive sector. These results lead to the proposal of the Unit of Trade and constituted in addition, the base of the propose strategies in the mixture of “7 P' s” of the marketing research: product, price, seat, promotion, people, perceivable and process. The implementation of these strategies will foment the relation economically University Industry, benefiting social and to the Táchira´s companies, which constitutes the essence of the mission of the UNET. Keywords: manufacture, electronic and mechanical products, trade, strategy, investigation, industrial market