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Abstract
This research describes and analyzes the commercial actions being conducted in six groups of
producers bee located on the periphery of the state capital of Puebla, Mexico. We study the
guidelines that have developed around the marketing as a discipline dedicated to analysis and
implications of commercial actions, taking as a hub consumer preferences. There is some use
of marketing tools in selling practices carried out by small groups of producers of honey, with
the implementation of factor analysis. We found that the actions that develop commercial
producers and honey producers are limited to continue with their daily practice of selling what
they produce rather than mainstream approach mercadológico to produce what consumers are
willing to buy and pay. The orientation of marketing that is focused primarily applied to the
production phase, to ensure the acquisition of its product and promoting its sale, even without
incorporating current trends show that the needs and preferences of consumers and the market
where participating.