Auditoría de Marketing a la campaña de donación de sangre de la Cruz Roja de Riobamba.

Abstract

This research is intended to develop a Marketing Audit to the Blood Donation Campaign carried out by The Red Cross Fromm Riobamba, which arises from a meeting between this entity representatives and auditor, from which, the research objectives, the research coverage extent and sources, the report forms and the audit period were stated. The research techniques and tools applied to carried out the study were interviews addressed to the Red Cross from Riobamba and non-disguised surveys addressed to the blood honors in order to determine the level of organization in regarding this entity internal marketing and also the level of satisfaction of blood donors with respect to the services provided by The Red Cross. The study results reflect that the number of 35.319, that is, the 25% of them was rejected for considering them unsuitable for carrying diseases, as Carla Guana, one Communication officer from the Ecuadorian Red Cross reported. In this year, the Red Cross in Guayaquil received 60 thousands of blood pints from volunteer donors. 60% of these blood donations corresponds to the O+ blood type, and thus, the 26% accounts for the A blood type, the 7% corresponds to the B blood type, and the 3% to AB (EL UNIVERSO, 2012). Hence, the Red Cross being an international humanitarian organization addressed to fulfill its humanitarian mission must be concerned in distributing resources like blood, more over in controlling the consumption of them, therefore, the development of activities like that, from the different Red Cross headquarters becomes indispensable for aligning with its aims.