INDICADORES PARA LA COMERCIALIZACIÓN DE PRODUCTOS DERIVADOS DE LOTES CAPRINOS (Capra hircus), HACIA UNA ESTRATEGIA ENDÓGENA DE MARKETING EN COLINA – ZAMORA, FALCÓN, VENEZUELA.

The actions of sales, currently developed for the traders in the Moron-Coro national road, of the section Colina –Zamora, are limiting the efficient commercial management of long-term goat products. It is why the purpose of this publication is to analyze indicators to characterize the marketing of these products in order to establish a training program, which can improve sales management process. The information was collected from secondary and primary sources, and supplemented by interviews technique. The field information was collected through a survey technique from nine traders. Data were processed statistically using frequency tables with Statistica v-8 package. The results indicated experienced traders in the activity, the interest in strengthening the marketing and the need to establish a training program to raise knowledge about sales management, promotion and publicity, organization and preparation of human resources, product quality, and marketing tool operation.