SEASONAL MARKETING TOOLS USED IN APPLIANCE SALES COMPANIES

Abstract

The purpose is to identify seasonal marketing tools in appliance sales companies in the 
Maracaibo Municipality of Zulia state. Authors: Merino and Yaguez (2018), Echeverría 
(2018), Cangas and Guzmán (2017), among others. Quantitative approach, applied, 
explanatory and cross-sectional research; field design, non-experimental. Population: 15 
companies dedicated to the sale of appliances, a Commercial Manager and a Marketing 
Manager, a total of 30 subjects, sample through intentional sampling to which access and 
availability were had. Collection technique: the survey and the instrument: the 
questionnaire, constructed using a Likert-type frequency scale, five response alternatives. 
The technical validity of the judgment of five (05) experts in the area of seasonal marketing 
and research methodology. Cronbach's alpha reliability result of (0.83) highly reliable. The 
results indicate that seasonal marketing tools are not being used adequately, they are 
instrumental in the field of internet marketing make it possible to achieve marketing 
objectives, using application of digital technologies on the Internet. The importance of the 
use of email - marketing and Vimeo and Daylimotion is concluded, which generate added 
value since they work to reach customers directly and through videos. It is recommended 
to channel the level of knowledge of seasonal marketing tools into concrete application 
actions for the products offered by companies. There must be a transfer of knowledge or 
know-how in the use of the tools so that all employees can assimilate that competence.