Knowledge, transmission and application of merchandising tools [Conocimiento, transmisión y aplicación de las herramientas del merchandising]
Gaviria Betancur W.F.
López Robles Y.
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This article aims to determine the level of knowledge, transmission and application of the merchandising tools in minimarkets of the Medellín city. Initially, an approach was made to these establishments and administrators through an observation that allowed, at first, to evidence the growth of these businesses. Given this, the need arose to know in the operative and administrative part how the staff applies the marketing tools. From a qualitative methodology with descriptive scope and basic concepts of merchandising and its tools, semi-structured interviews are conducted to the managers of these mini-markets. As results, although these did not show high dominance on merchandising theoretically, yes they did in the practical part, since they demonstrated expertise in how they apply their tools. As a recommendation, managers should specialize in merchandising issues to improve their knowledge, transmission and application of tools, which have emerged exclusively from an empirical management, something that is not convenient when it is intended that the mini market grows in competitiveness and sales. © 2018.
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