Marketing and its effect on the profitability of médium-sized Commercial Companies of Metropolitan Lima, 2021

Abstract

The problem matter of investigation has identified the profitability of medium-sized commercial companies in the Metropolitan area of Lima. Due to the pandemic situation, these companies have reduced their sales and have maintained high fixed costs, which materializes in a reduced profit in some cases and in other cases. others at loss. This circumstance is reflected in the following global question: How can marketing influence the profitability of medium-sized commercial companies in Metropolitan Lima? against which the following general objective was established and achieved: Evaluate how marketing affects the profits of medium-sized companies in the commercial field in the city of Lima. Likewise, the general hypothesis was considered: Marketing has a statistically significant influence on the profitability of medium-sized commercial companies in Lima. Finally, it was achieved that 89% of the participants accept that marketing is responsible for providing promotion to the company's brand, products, services and thereby increases sales and performance of medium-sized commercial companies; Likewise, 96% of the participants accept that business profitability is the benefit obtained from sales, assets or investments and equity of medium-sized commercial companies in Lima.