Estrategias de marketing industrial para las empresas comercializadoras de maquinaria amarilla en Colombia

Abstract

This paper presents the results of research conducted in the field of industrial marketing in the specificity of yellow machinery. The objective of this research was to explain the industrial marketing strategies applied in the commercialization of yellow machinery in Colombia, based on the description, categorization, identification of the most used marketing strategies in current yellow machinery companies. The methodology had a descriptive approach. The research instruments applied for the collection of information were the survey, participant observation and interpretation and analysis of the database. One of the findings in the research is the constant use of B2B marketing strategies, since the organizations consider it important to have trained personnel who are experts in the selection and recommendation of equipment to the client, through events and fairs where the companies create synergies with the sectors of the clients to whom they market and loyalty through after-sales service.