Objetivo: Evaluar el nivel de conocimiento y actitud frente al marketing odontológico en egresados de odontología de una universidad privada de Lima, Perú 2020. Materiales y métodos: Se realizó un estudio observacional, descriptivo y transversal en 120 egresados del programa de odontología de una universidad privada de Lima. Para la evaluación del nivel de conocimiento hacia el marketing odontológico se utilizó un cuestionario que contaba con 25 preguntas divididas en ocho dimensiones. Asimismo, para la medición de la actitud frente a la mercadotécnica dental se aplicó una encuesta que presentaba 28 preguntas divididas en siete dimensiones. Además, se evaluaron otras covariables como género, edad, años de egreso y especialidad. Los datos recolectados fueron analizados mediante frecuencia absoluta y relativa para las variables categóricas, mientras que para las variables numéricas se utilizó mediana y rango intercuartílico. Del mismo modo, la prueba de chi cuadrado y la prueba de U de Mann Withney para el análisis bivariado. Resultados: El nivel de conocimiento hacia el marketing odontológico obtuvo un buen nivel (71,67%). Del mismo modo, al evaluar la actitud se encontró que los egresados presentaban una actitud favorable (81,67%). Conclusiones: En el presente estudio se observó que, los egresados obtuvieron un buen nivel de conocimiento. Además, no se encontró diferencias estadísticamente significativas entre el nivel de conocimiento de marketing dental y la actitud frente al marketing con las covariables estudiadas. / Objective: To evaluate the level of knowledge and attitude towards dental marketing in dental graduates from a private university in Lima, Peru 2020. Materials and methods: An observational, descriptive and cross-sectional research was carried out in a sample of 120 graduates of a private university in Lima dentistry program. To estimate the level of knowledge towards dental marketing, a 25 questions survey divided into eight dimensions was used. Likewise, to measure the attitude towards dental marketing, another survey was applied that presented 28 questions divided into seven dimensions. In addition, other covariates such as gender, age, years of graduation and specialty were evaluated. The data collected was analyzed by absolute and relative frequency for categorical variables, while median and interquartile range were used for numerical variables. Similarly, the chi square test and the Mann Withney U test for bivariate analysis. Results: The level of knowledge towards dental marketing obtained a good level (71.67%). Similarly, when evaluating the attitude, graduates showed a favorable attitude (81.67%). Conclusions: In the present research graduates demonstrated a good level of knowledge. Furthermore, no statistically significant differences were found between the level of dental marketing knowledge and the attitude towards marketing with the covariates studied. / Tesis

El presente proyecto se formuló con el objetivo de investigar y luego demostrar, la viabilidad para puesta en marcha de un centro odontológico, especializado en implantes dentales en Lima, Perú. La metodología de investigación, comprende un enfoque cualitativo y cuantitativo. En específico, las técnicas usadas fueron las entrevistas de profundidad a expertos, el focus group, las encuestas y la revisión de la literatura. El resultado de esta investigación y estudio de mercado, respaldan la viabilidad mencionada. En base a lo anterior, se desarrolló el análisis estratégico que culminó en la estrategia empresarial; se formuló el plan de marketing, operaciones, de recursos humanos y se evaluó la rentabilidad del negocio. La evaluación económico-financiera demuestra que el proyecto es rentable, con un VANE de S/ 802,770 descontado a una tasa de 17.37% (CPPC), una TIRE de 39.6% ; un VANF de S/ 668,404 descontado a una tasa de 22.8% (costo de capital del accionista o Ke) y una TIRF de 57.6%. Finalmente, se recomienda invertir en el presente negocio, teniendo presente la propuesta de valor (restablecer la salud oral y la estética de la sonrisa de los clientes, a través de un equipo de odontólogos especializados, probada experiencia, con una atención personalizada y empática, utilizando equipos de tecnología moderna), para el público objetivo (habitantes pertenecientes a los distritos de San Borja, San Isidro, Surco, Miraflores y La Molina, cuyas edades fluctúan entre los 30 y 69 años, que tienen capacidad de gasto y/o laboran ya sea de manera dependiente o independiente). / This project was formulated with the objective of investigating and then demonstrating the feasibility of setting up a dental center, specialized in dental implants in Lima, Perú. The research methodology comprises a qualitative and quantitative approach. Specifically, the techniques used were in-depth interviews with experts, a focus group with potential clients, surveys, and a literature review. The results of this research and market study support the aforementioned viability. Based on the above, the strategic analysis was developed wich ended up in the business strategy; after that the marketing, the operations and the human resources plan was able to be formulated and in the same way profitability of the business was evaluated. The economic and financial evaluation show that the project is profitable, with an ENPV of PEN 802,770 discounted at a rate of 17.37% (WACC) and an ERR of 39.6%, in addition to a FNPV of PEN 668,404 discounted at a rate of 22.8% (shareholder cost of capital or Ke) and a FRR of 57.6%. Finally, it is recommended to invest in this business, bearing in mind the value proposition (reestablishing oral health and the aesthetics of the clients' smile, through a team of specialized dentists, proven experience, with personalized and empathetic attention, using modern technology equipment), for the target audience (inhabitants belonging to the districts of San Borja, San Isidro, Surco, Miraflores and La Molina, whose ages fluctuate between 30 and 69 years and whose have the capacity to spend or work, whether dependently or independently). / Tesis

Orientador: Ricardo Gabbay de Souza / Coorientador: Eduardo de Paula Silva Chaves / Banca: Rodrigo Máximo / Banca: Vladir Wagner Ribas / Resumo: A odontologia está inserida no setor de serviços onde a competitividade pela preferência dos clientes é agressiva. Nesse ambiente, os cirurgiões dentistas vivem o desafio de serem excelentes especialistas e empresários. Sendo assim, diariamente precisam tomar decisões de marketing inerentes ao seu negócio na odontologia. Este trabalho apresenta os resultados da pesquisa, que investigou as aplicações de marketing em clínicas e consultórios odontológicos do Vale do Paraíba. Foram investigadas as percepções, os conhecimentos e as práticas de marketing utilizadas pelos cirurgiões dentistas em suas atividades profissionais. A metodologia combinou revisão de literatura, pesquisa qualitativa e quantitativa onde, os participantes passaram por entrevistas em profundidade, grupo de foco, e um questionário-survey. Os resultados mostram que os cirurgiões dentistas definem marketing como propaganda, divulgação, publicidade e vendas, e 87,5% dos participantes, consideram que o marketing é essencial para o sucesso do seu negócio, porém, apenas 11,1% se consideram capacitados para administrar tais processos. Não conhecer as etapas de planejamento de marketing afeta o desempenho de diversas variáveis ligadas a esse tema, como a comunicação, a formação de preços etc. Entre esses profissionais, 88,7% buscam, por conta própria, a capacitação dessa área para planejar ações para aumentar a sua carteira de clientes. Este estudo permitirá ao cirurgião dentista, a compreensão da importância de conhec... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Dentistry is part of the service sector where competitiveness customer preference is aggressive. In this environment, dental surgeons face the challenge of being excellent experts and entrepreneurs. Therefore, they need to make marketing decisions inherent to their dental business on a daily basis. This paper presents the results of my research, which investigated the marketing applications in Paraíba Valley dental clinics. The perception, knowledge and marketing practices used by dentists in their professional activities were surveyed. The methodology combined literature review, qualitative and quantitative research where 88 respondents participated in in-depth interviews, focus group, and a survey questionnaire. The results show that dental surgeons define marketing as advertising, publicity, advertising and sales, where 87.5% of participants consider marketing essential to the success of their business, but only 11.1% consider themselves able to manage marketing processes. The survey showed that 89.9% of participants never had contact with any marketing discipline during their graduation, and that use 10 ways to meet the need for this knowledge. Dental surgeons have not learned about marketing during their training but are required to make important decisions in this area. Not knowing the marketing planning process affects the performance of several variables related to this theme, such as communication, pricing, etc. These professionals seek knowledge of this field to pla... (Complete abstract click electronic access below) / Mestre