Promotion and advertising for cocoa production in Venezuela.

At present, organizations that are at the forefront of market competition, work to improve their competitive advantage through innovation and creativity in their business practices, since the fundamental objective of any company is to be profitable as a business unit, which requires the search for strategic advantages to strengthen its position in the market, which develops in an environment full of changes.

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It should be noted that many successful companies have taken the reins of the market, since they have established that in order to maintain an organization over time it is necessary to make consumers feel as satisfied as possible with the products they purchase, which is achieved through the application of promotion plans framed in market strategies that derive from the marketing operating system within the organization. According to Pride and Ferell's (1996) marketing concept, "an organization should try to promote products that satisfy customer needs through a coordinated series of activities that also allow the organization to achieve its objectives; customer satisfaction is the main objective".

Similarly, the author indicates that promotion is the element of an organization's marketing mix that serves to inform and persuade about its products and services; Pride (1997) states that: Promotion is the element that helps organizations to communicate with individuals, groups and organizations to directly or indirectly satisfy information exchange between one or more agencies in order to get them to accept a company's products. Interpreting the author's statement, it can be said that the advertising and promotion of a specific product must be supported by strategies aimed at capturing the acceptance of consumers, which must stipulate the time to evaluate the results afterwards, all this subject to a marketing plan.

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Bearing in mind the above, it is necessary to refer that over the years, Venezuela has been recognized for having the production of one of the highest quality cocoa species, such as the porcelain cocoa, and that the area south of Lake Maracaibo formed by a territorial extension of municipalities, The area south of Lake Maracaibo, made up of the states of Mérida, Trujillo, Táchira and Zulia, has a series of outstanding characteristics, among which stand out the fact that it is an area with a high number of goodness for food production due to the fertility of its soils, the abundance of water resources, and the presence of Lake Maracaibo as a natural reservoir.

Therefore, it is relevant to highlight that this area was considered in colonial times as a strategic area for the exploitation of this type of cocoa, so well known in international markets for its aroma and flavor, widely characterized as the best cocoa in the world.