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Descripción: “...This paper introduces a methodology based on neural networks to prioritize some market areas with a business approach. In this research, we try to resolve the uncertainty that exists in most organizations around the priority of a market area by conducting a search of the most relevant criteria businesses consider in order to assign priorities to certain clients. ...”

Descripción: “...La metodología se concentra en hacer un análisis detallado de la situación actual: desarrollo del sector logístico (internacional y nacional), estado de los operadores logísticos en Colombia y análisis del manejo de la cadena de frío, para identificar las oportunidades del mercado, entender con detalle qué prefieren los clientes y cuáles son sus expectativas en este tipo de servicios para, finalmente, diseñar una mezcla de mercadeo con estrategias basadas en producto, precio, plaza y promoción en la que se esboza el desarrollo del negocio del operador logístico especializado en el manejo de la cadena de frío para que se logre el objetivo final de convertirse en un aliado estratégico para cada cliente.Abstract: This article aims to design a marketing plan for a logistic operator specialized in the management of the cool chain, that offers all the logistics services in an integral way (management, storage, transportation and distribution) of products from clients and additionally to intend to create a win-win relationship, where the client feels total security that the products are in the best conditions of quality and environment and that would result in a competitive advantage for the company.With this work it is intended to do a detailed analysis of the current situation development of the logistic sector (National and International) how are the logistic operators in Colombia and the analysis of the management of the cool chain to identify the market opportunities and a detailed understanding of what clients want and which are their expectations in this type of services, finally, to design a mixture of marketing with strategies based on price, product, place, and promotion, where the development of the business of the specialized logistic operator is outlined in the handling of the cool chain so that the final mission is managed to become a strategic ally for each client. ...”

Descripción: “...For this purpose, a review of the main elements that influence the production plan of a business case study is performed. Thus, a characterization of the industry and subsequent configuration of the structure and relationships of the system is obtained, in order to model and simulate using the software Vensim DSS. ...”