Estudio de la demanda de los servicios odontológicos y propuesta de un plan de marketing estratégico.

Abstract

The objective of this research is to establish the level of demand in dental services in the city of Guayaquil for the design of a strategic marketing plan. For this, information was collected from primary sources, using quantitative tools, such as are the surveys; and qualitative, such as the focus group; and, from secondary sources through the bibliographic review, where the conceptual base and findings that contribute to the achievement of the objectives were obtained. The information obtained constitutes the fundamental pillar for the proposal of a strategic marketing plan consistent with the reality of the dental services sector, which considers the elements that are part of a system in which not only the ideal strategies of the field are important. of the profession, but other environmental variables that influence the behavior of users of dental services in the city of Guayaquil. The bibliographic review determined the foundation in the dental field and in the marketing field, which will serve to support the contributions in the analysis of the information; and, in addition, for the proposal of the strategic marketing plan. The guidelines and statistics in the dental services sector have also been considered, in order to have a clearer orientation in relation to government entities as an important actor in this process of studying the level of demand for dental services in the city of Guayaquil.