Among the most important results, the fact that the main priority of the customers is to get low prices, followed by higher quality products, is highlighted.
Respondents indicated that marketing investment will remain stagnant this year, and the biggest changes they will make are investing more in product launches, advertising on the Internet and reducing their spending on traditional advertising.
Christine Moorman, of Duke University, spoke about the general environment in the sector: "Executives are, in general, not very optimistic about the economic situation, but it's nice to see that pessimism has not increased. This could indicate that they think the worst is over or that they have adjusted to operate under adverse circumstances."
The best management and efforts made by a company in design, development, production and distribution can be wasted because of a bad sales point.
An article by Oliver Perez Villegas in Altonivel.com.mx reports that "... Although the point of sale is the last increment in the business process, marketers are well aware that it is essential, especially when there is intense competition between products and brands.
After implementing the concept in Costa Rica, Porter Novelli started applying it in El Salvador in order to use the web to improve its clients' image.
An article by Sara Flores on Revistaitnow.com states that "the vice president of Porter Novelli El Salvador, Lorena Mendoza, said that Web 2.0 is not a software or platform, it is way of interacting with the Internet and making the most of it.
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