Diseño de plan de marketing estratégico, para posicionar el servicio confirming del Banco Guayaquil en las microempresas del sector comercial al sur de la calidad de Guayaquil.

Abstract

Confirming is a service provided by Guayaquil Bank, its main function is to cancel in advance invoices of its customers that are owed to suppliers, before the due date. At present this type of financial service is offered by two financial institutions in the country and has not been fully exploited. It has been directed at the moment only to large companies.. The marketing plan will consist of a series of strategies including promotion strategies as well as loyalty, which will boost the growth of this financial service in the southern sector of the city.