Professional Documents
Culture Documents
El Marketing y Las
El Marketing y Las
El Marketing y Las
1 History
o
2 Customer orientation
2.1 Organizational orientation
4 Types of marketing
5 Marketing planning
o
5.2 Positioning
6 Buying behavior
o
7 Marketing roles
7.1 B2B Marketing roles
8 Use of technologies
9 Services marketing
10 Right-time marketing
11 Guerrilla marketing
12 See also
13 References
14 Bibliography
15 External links
History[edit]
Earlier approaches[edit]
The marketing orientation evolved from earlier orientations, namely, the production
orientation, the product orientation and the selling orientation.[1][2]
Orientation
Profit
Western
Description
driver
European
timeframe
Production
until the
methods
1950s
Quality of
until the
the product
1960s
Selling[2]
Selling
1950s and
methods
1960s
demand.
The 'Customer orientation' is perhaps
the most common orientation used in
contemporary marketing. It involves a
firm essentially basing its marketing
plans around the marketing concept,
and thus supplying products to suit new
consumer tastes. As an example, a firm
would employ market research to gauge
consumer desires, use R&D (research
and development) to develop a product
attuned to the revealed information, and
Marketing[2]
Needs and
1970s to
wants of
the present
customers
day
HolisticMarketing[
Everything
21st
3]
matters in
century
marketing
Contemporary approaches[edit]
Recent approaches in marketing include relationship marketing with focus on the
customer, business marketing or industrial marketing with focus on an organization or
institution and social marketing with focus on benefits to society.[4] Newer forms of
marketing also use the internet and are therefore called internet marketing or more
generally e-marketing, online marketing, "digital marketing", search engine marketing,
or desktop advertising. It attempts to perfect the segmentation strategy used in traditional
marketing. It targets its audience more precisely, and is sometimes called personalized
marketing or one-to-one marketing. Internet marketing is sometimes considered to be
broad in scope, because it not only refers to marketing on the Internet, but also includes
marketing done via e-mail, wireless media as well as driving audience from traditional
marketing methods like radio and billboard to internet properties or landing page.
Western
Europea
Orientation
Profit driver
Description
timefra
me
Relationship
Building and
1960s to
marketing /Relation
keeping good
present
ship management
customer relations
day
[4]
Building and
Business
keeping
1980s to
marketing /Industria
relationships
present
l marketing
betweenorganizati
day
ons
Similar characteristics to
marketing orientation but with
Societal marketing[4]
Benefit to society
1990s to
present
day
Brand value
1980s to
present
day
be an instrument of branding
philosophy.
Customer orientation[edit]
Constructive criticism helps marketers adapt offerings to meet changing customer needs.
A firm in the market economy survives by producing goods and services that persons are
willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's
future viability and even existence as a going concern. Many companies today have a
customer focus (or market orientation). This implies that the company focuses its activities
and products on consumer demands. Generally, there are three ways of doing this: the
customer-driven approach, the market change identification approach and the product
innovation approach.[5]
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every
aspect of a market offering, including the nature of the product itself, is driven by the needs
of potential consumers. The starting point is always the consumer. The rationale for this
approach is that there is no reason to spend R&D (research and development) funds
developing products that people will not buy. History attests to many products that were
commercial failures in spite of being technological breakthroughs. [6]
A formal approach to this customer-focused marketing is known as SIVA[7] (Solution,
Information, Value, Access). This system is basically the four Ps renamed and reworded to
provide a customer focus. The SIVA Model provides a demand/customer-centric alternative
to the well-known 4Ps supply side model (product, price, placement, promotion) of
marketing management.
Product
Solution
Promotion
Information
Price
Value
Place (Distribution)
Access
If any of the 4Ps were problematic or were not in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will decrease. However, in recent years
service marketing has widened the domains to be considered, contributing to the 7P's of
marketing in total. The other 3P's of service marketing are: process, physical environment
and people.
Taking customer focus with a grain of salt, treating it as only a subset of one's
corporate strategy rather than the sole driving factor. This means looking beyond
current-state customer focus to predict what customers will be demanding some years
in the future, even if they themselves discount the prediction.
Pursuing new markets (thus new value networks) when they are still in a
commercially inferior or unattractive state, simply because their potential to grow and
intersect with established markets and value networks looks like a likely bet. This may
involve buying stakes in the stock of smaller firms, acquiring them outright, or
incubating small, financially distinct units within one's organization to compete against
them.
The extent to which what customers say they want does not match their purchasing
decisions. Thus surveys of customers might claim that 70% of a restaurant's customers
want healthier choices on the menu, but only 10% of them actually buy the new items
once they are offered. This might be acceptable except for the extent to which those
items are money-losing propositions for the business, bleeding red ink. A lesson from
this type of situation is to be smarter about the true test validity of instruments like
surveys. A corollary argument is that "truly understanding customers sometimes means
understanding them better than they understand themselves." Thus one could argue
that the principle of customer focus, or being close to the customers, is not violated
herejust expanded upon.
The extent to which customers are currently ignorant of what one might argue
they should wantwhich is dicey because whether it can be acted upon affordably
depends on whether or how soon the customers will learn, or be convinced, otherwise.
Organizational orientation[edit]
In this sense, a firm's marketing department is often seen as of prime importance within the
functional level of an organization. Information from an organization's marketing
department would be used to guide the actions of other departments within the firm. As an
example, a marketing department could ascertain (via marketing research) that consumers
desired a new type of product, or a new usage for an existing product. With this in mind, the
marketing department would inform the R&D (research and development) department to
create a prototype of a product or service based on the consumers' new desires.
The production department would then start to manufacture the product, while the
marketing department would focus on the promotion, distribution, pricing, etc. of the
product. Additionally, a firm's finance departments would be consulted, with respect to
securing appropriate funding for the development, production and promotion of the
products. Inter-departmental conflicts may occur, should a firm adhere to the marketing
orientation. Production may oppose the installation, support and servicing of new capital
stock, which may be needed to manufacture a new product. Finance may oppose the
required capital expenditure, since it could undermine a healthy cash flow for the
organization.[citation needed]
Herd behavior[edit]
Herd behavior in marketing is used to explain the dependencies of customers' mutual
behavior. The Economist reported a recent conference in Rome on the subject of the
simulation of adaptive human behavior.[9] It shared mechanisms to increase impulse buying
and get people "to buy more by playing on the herd instinct." The basic idea is that people
will buy more of products that are seen to be popular, and several feedback mechanisms to
get product popularity information to consumers are mentioned, includingsmart
card technology and the use of Radio Frequency Identification Tag technology. A "swarmmoves" model was introduced by a Florida Institute of Technology researcher, which is
appealing to supermarkets because it can "increase sales without the need to give people
discounts." Other recent studies on the "power of social influence" include an "artificial
music market in which some 19,000 allegations downloaded previously unknown songs"
(Columbia University, New York); a Japanese chain of convenience stores which orders its
products based on "sales data from department stores and research companies;"
a Massachusetts company exploiting knowledge of social networking to improve sales; and
online retailers such as Amazon.com who are increasingly informing customers about
which products are popular with like-minded customers.
Further orientations[edit]
Diffusion of innovations research explores how and why people adopt new
products, services, and ideas.
With consumers' eroding attention span and willingness to give time to advertising
messages, marketers are turning to forms of permission marketing such as branded
content, custom media and reality marketing.
Marketing research[edit]
Main article: Marketing research
Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers
to plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such
as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear
regression, correlations, frequency distributions, poisson distributions, binomial
distributions, etc. to interpret their findings and convert data into information. The marketing
research process spans a number of stages, including the definition of a problem,
development of a research plan, collection and interpretation of data and disseminating
information formally in the form of a report. The task of marketing research is to provide
management with relevant, accurate, reliable, valid, and current information.
A distinction should be made between marketing research and market research. Market
research pertains to research in a given market. As an example, a firm may conduct
research in a target market, after selecting a suitable market segment. In contrast,
marketing research relates to all research conducted within marketing. Thus, market
research is a subset of marketing research.
Marketing environment[edit]
Main article: Marketing environment
Market segmentation[edit]
Main article: Market segmentation
Market segmentation pertains to the division of a market of consumers into persons with
similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to
children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products
which are marketed to two distinct groups of persons, both with similar needs, traits, and
wants. In another example, Sun Microsystems can use market segmentation to classify its
clients according to their promptness to adopt new products.[12]
Market segmentation allows for a better allocation of a firm's finite resources. A firm only
possesses a certain amount of resources. Accordingly, it must make choices (and incur the
related costs) in servicing specific groups of consumers. In this way, the diversified tastes
of contemporary Western consumers can be served better. With growing diversity in the
tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of
new markets.
Market segmentation can be viewed as a key dynamic in interpreting and executing a
logical perspective of Strategic Marketing Planning. The manifestation of this process is
considered by many traditional thinkers to include the
following; Segmenting, Targeting and Positioning.[13]
Market research, as a sub-set aspect of marketing activities, can be divided into the
following parts:
Primary research (also known as field research), which involves the conduction and
compilation of research for a specific purpose.[14]
Secondary research (also referred to as desk research), initially conducted for one
purpose, but often used to support another purpose or end goal.
Types of marketing[edit]
Account planning
Affinity marketing
Aggressiveness strategy
Agricultural marketing
Alliance marketing
Ambush marketing
Article marketing
Brand language
Business model
Chaotics
Cloud Marketing
Cause marketing
Co-marketing
Community marketing
Consumer-generated advertising
Content marketing
Cross-media marketing
Customer advocacy
Customer satisfaction
Customerization
Database marketing
Digital marketing
Digital omnivore
Direct marketing
Diversity marketing
Ethical marketing
Evangelism marketing
Faith-based marketing
Figure of merit
Freebie marketing
Global marketing
Guerrilla marketing
Horizontal integration
Inbound marketing
Influencer marketing
Loyalty marketing
Marketing communications
Marketing mix
Mass customization
Megamarketing
Menu engineering
Multi-domestic strategy
Multi-level marketing
Nano-campaigning
Native advertising
Next-best-action marketing
Online advertising
Permission marketing
Personalization
Pitch book
Pre-installed software
Product bundling
Project SCUM
Proximity marketing
Relationship marketing
Scenario planning
Secret brand
Seeding trial
Share of voice
Shopper marketing
Social marketing
Special edition
Strategy dynamics
Student marketing
Undercover marketing
venture marketing
Vertical disintegration
Vertical integration
Yield management
Z-CARD
Marketing planning[edit]
This section may require cleanup to meet Wikipedia's quality
standards. No cleanup reason has been specified. Please help improve this
section if you can. (October 2009)
Main article: Marketing plan
The marketing planning process involves forging a plan for a firm's marketing activities. A
marketing plan can also pertain to a specific product, as well as to an organization's
overall marketing strategy. Generally speaking, an organization's marketing planning
process is derived from its overall business strategy. Thus, when top management are
devising the firm's strategic direction or mission, the intended marketing activities are
incorporated into this plan. There are several levels of marketing objectives within an
organization. The senior management of a firm would formulate a general business
strategy for a firm. However, this general business strategy would be interpreted and
implemented in different contexts throughout the firm.
Marketing strategy[edit]
The field of marketing strategy considers the total marketing environment and its impacts
on a company or product or service. The emphasis is on "an in depth understanding of the
market environment, particularly the competitors and customers."[15]
A given firm may offer numerous products or services to a marketplace, spanning
numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in
order to effectively manage such products. Evidently, a company needs to weigh up and
ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm
would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any
other large global car maker. Moreover, a product may be reaching the end of its life-cycle.
Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires
a unique marketing strategy. Listed below are some prominent marketing strategy models.
A marketing strategy differs from a marketing tactic in that a strategy looks at the longer
term view of the products, goods, or services being marketed. A tactic refers to a shorter
term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but
changing marketing channels of distribution, changing the pricing, or promotional elements
used would be considered a strategic change.
A marketing strategy considers the resources a firm has, or is required to allocate in effort
to achieve an objective. Marketing Strategies include the process and planning in which a
firm may be expected to achieve their company goals, in which usually involves an effort to
increase revenues or assets, through a series of milestones or benchmarks of business
and promotional activities.
Positioning[edit]
The marketing activity and process of identifying a market problem or opportunity, and
developing a solution based on market research, segmentation and supporting data.
Positioning may refer the position a business has chosen to carry out their marketing and
business objectives. Positioning relates to strategy, in the specific or tactical development
phases of carrying out an objective to achieve a business' or organization's goals, such as
increasing sales volume, brand recognition, or reach in advertising.
Buying behavior[edit]
A marketing firm must ascertain the nature of customers' buying behavior if it is to market
its product properly. In order to entice and persuade a consumer to buy a product,
marketers try to determine the behavioral process of how a given product is purchased.
Buyer behavior in the digital age is assessed through analytics and predictive modelling.
The analysis of buyer behavior through online platforms includes Google Analytics and
vendor side software such as Experian. The psychology of marketing is determined through
the analysis of customer perception pertaining to brands. Marketing theory holds that brand
attributes is primarily a matter of customer perception rather than product or service
features.
Buying behavior is usually split into two prime strands, whether selling to the consumer,
known as business-to-consumer (B2C), or to another business, known as business-tobusiness (B2B).
Marketing roles[edit]
Marketing roles, titles, and responsibilities differ, often significantly, between B2B and B2C
companies.
Marketing roles are often defined by the size of the company and the number of products.
At the smallest company size, a generalmarketer must do everything from shape the
product to generate awareness. As the company grows larger, roles start to become more
specialized. For example, the product management role can split so that the product
manager would focus on designing the product experience and functionality, while a
product marketer would package and price the product. The mind map to the right details
further roles and responsibilities including: corporate marketing, solution marketing, field
marketing, and technical marketing.
Use of technologies[edit]
Marketing management can also rely on various technologies within the scope of its
marketing efforts. Computer-based information systems can be employed, aiding in better
processing and storage of data. Marketing researchers can use such systems to devise
better methods of converting data into information, and for the creation of enhanced data
gathering methods. Information technology can aid in enhancing an MKIS' software and
hardware components, and improve a company's marketing decision-making process.
In recent years, the notebook personal computer has gained significant market
share among laptops, largely due to its more user-friendly size and portability. Information
technology typically progresses at a fast rate, leading to marketing managers being
cognizant of the latest technological developments. Moreover, the launch
of smartphones into the cellphone market is commonly derived from a demand among
consumers for more technologically advanced products. A firm can lose out to competitors
should it ignore technological innovations in its industry.
Technological advancements can lessen barriers between countries and regions. Using the
World Wide Web, firms can quickly dispatch information from one country to another
without much restriction. Prior to the mass usage of the Internet, such transfers of
information would have taken longer to send, especially if done via snail mail, telex, etc.
Recently, there has been a large emphasis on data analytics. Data can be mined from
various sources such as online forms, mobile phone applications and more recently, social
media. Internet marketing is another branch of online marketing, where SEO (Search
Engine Optimisation) is regarded as an effective method of increasing your website's
presence in organic searches for creating potential customers.
Services marketing[edit]
Services marketing relates to the marketing of services, as opposed to tangible products. A
service (as opposed to a good) is typically defined as follows:
The use of it is inseparable from its purchase (i.e., a service is used and consumed
simultaneously)
It does not possess material form, and thus cannot be touched, seen, heard, tasted,
or smelled.
For example, a train ride can be deemed a service. If one buys a train ticket, the use of the
train is typically experienced concurrently with the purchase of the ticket. Although the train
is a physical object, one is not paying for the permanent ownership of the tangible
components of the train.
Services (compared with goods) can also be viewed as a spectrum. Not all products are
either pure goods or pure services. An example would be a restaurant, where a waiter's
service is intangible, but the food is tangible.
Right-time marketing[edit]
Right-time marketing is an approach to marketing which selects an appropriate time and
place for the delivery of a marketing message.[18][19]
As the number of vendors and delivery channels has increased, customers demand a right
time and place for accepting messages and only pay attention to messages when and how
it is convenient for them.[18][19]
Guerrilla marketing[edit]
Guerrilla marketing is an advertising strategy in which low-cost unconventional means
(graffiti or street art, sticker bombing, flash mobs) are used, often in a localized fashion or
large network of individual cells, to convey or promote a product or an idea.
See also[edit]
Advertising
Co-marketing
Consumer confusion
Demand chain
Family in advertising
Marketing Management
Media manipulation
Multicultural marketing
Outline of marketing
Product management
Real-time marketing
Smarketing
Visual marketing
References[edit]
1.
Jump up^ Kotler, Philip; Kevin Lane Keller (2009). "1". A Framework for Marketing
Management(4th ed.). Pearson Prentice Hall. ISBN 0-13-602660-5.
2.
3.
Jump up^ Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e.
Pearson Education Limited 2012
4.
5.
6.
7.
Jump up^ Dev, Chekitan S.; Don E. Schultz (JanuaryFebruary 2005). "In the Mix:
A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st
Century". Marketing Management 14 (1).
8.
9.
Jump up^ "Swarming the shelves: How shops can exploit people's herd mentality
to increase sales". The Economist. 2006-11-11. p. 90.
10.
Jump up^ Kerin, Roger A. (2012). Marketing: The Core. McGaw-Hill Ryerson.
p. 31.
11.
12.
13.
14.
Jump up^ Stolley, Karl. "Primary Research". Purdue Online Writing Lab.
Retrieved 21 May 2013.
15.
Jump up^ Developing Business Strategies, David A. Acker, John Wiley and Sons,
1988
16.
Jump up^ Mittal, Vikas and Frennea, Carly, Customer Satisfaction: A Strategic
Review and Guidelines for Managers (2010). MSI Fast Forward Series, Marketing Science
Institute, Cambridge, MA, 2010. Available at SSRN: http://ssrn.com/abstract=2345469
17.
18.
^ Jump up to:a b Goldstein, D.; Lee, Y. (2005). "The rise of right-time marketing". The
Journal of Database Marketing & Customer Strategy Management 12 (3): 212
225.doi:10.1057/palgrave.dbm.3240258.
19.
Bibliography[edit]
Objetivo y conceptos[editar]
El objetivo principal de la mercadotecnia es llevar al cliente hasta el lmite de la decisin
de compra. Adems la mercadotecnia tiene tambin como objetivo favorecer
elintercambio de valor entre dos partes (comprador y vendedor), de manera que ambas
resulten beneficiadas. Segn Philip Kotler, se entiende por intercambio el acto de obtener
un producto deseado de otra persona. Para que se produzca, es necesario que se den
cinco condiciones:
1. Debe haber al menos dos partes.
2. Cada parte debe tener algo que supone valor para la otra.
3. Cada parte debe ser capaz de comunicar y entregar.
4. Cada parte debe ser libre de aceptar o rechazar la oferta.
5. Cada parte debe creer que es apropiado.
Si por algn motivo, alguna de las partes implicadas en el intercambio no queda
satisfecha, evitar que se repita de nuevo dicho intercambio.
Es el "conjunto de acciones cuyo objetivo es prever la demanda de bienes y servicios para
obtener la mxima eficacia en su comercializacin", cabe destacar que la mercadotecnia
en nuestros das se ocupa ms que cubrir necesidades del ser humano, ofrecerle bienes y
servicios que le hagan sentir bien, por ejemplo una necesidad bsica sera dormir, para lo
que encontramos que la mercadotecnia nos ofrece y vende las ideas de una extensa gama
de colchones, bases para el colchn, ropa de cama con diferentes caractersticas que, nos
hacen sentir el deseo de contar con ellos para sentirnos bien. Como disciplina de
influencias cientficas, la mercadotecnia es un conjunto de principios, metodologas y
tcnicas a travs de las cuales se busca conquistar un mercado, colaborar en la obtencin
de los objetivos de la organizacin, y satisfacer las necesidades y deseos de los
consumidores o clientes.
Conceptos asociados[editar]
La mezcla de la mercadotecnia (en ingls marketing mix) son las herramientas que utiliza
la empresa para implantar las estrategias de mercadeo y alcanzar los objetivos
establecidos. Estas herramientas son conocidas tambin como las P del mercadeo.
Muchos autores no llegan a un acuerdo respecto al nmero de elementos que componen
la mezcla. As por ejemploPhilip Kotler y Gary Armstrong exponen que se trata de cuatro
variables mercadolgicas (cf.5 6 ); sin embargo, autores ms recientes7 8 han adoptado
diferentes estructuras tericas que cambia las cuatro "P" tradicionales (Precio, Distribucin
["Place" en ingls], Promocin, y Producto), tomando en cuenta ms aspectos como
laspersonas y los procesos, los cuales poseen aspectos ntegramente administrativos,
pero forman parte en las decisiones mercadolgicas.
Promocin:
La publicidad.
La venta personal.
La promocin de ventas.
El mercadotecnia directa.
Personas: Una empresa cuenta con personal que atiende a sus clientes. La
satisfaccin de estos se ve afectada por el buen o mal servicio que reciban de la
empresa.
Procesos: Los procesos tienen que ser estructurados correctamente, ya sea que
hablemos de un servicio o de la creacin de un producto, esto nos llevara a la logstica
de la empresa para reducir costos y aumentar ganancias.
Tipos de marketing[editar]
E-mailing
Geomarketing
Marketing 2.0
Marketing 360
Marketing 1x1
Marketing corporativo
Marketing de destinos
Marketing directo
Marketing de guerrilla
Marketing industrial
Marketing de servicios
Marketing internacional
Mercadotecnia en Internet
Marketing interno
Marketing mvil
Marketing Educativo
Marketing multinivel
Marketing participativo
Marketing de permiso
Marketing de proximidad
Marketing relacional
Marketing reputacional
Marketing social
Marketing viral
Neuromarketing
Orientacin al marketing
Telemarketing
Video marketing
Wikimarketing
la gente, y la gente est dispuesta a pagar por ellos. Sin clientes no hay empresa. Sin
un producto que satisfaga una necesidad no hay empresa.
La sociedad. Una empresa debe ser benfica para la sociedad. [cita requerida] Los giros
negros como el narcotrfico o la prostitucin satisfacen a sus clientes, a su gente y a
los inversionistas (cuando los hay), pero no ayudan al bienestar social.
Proceso de mercadeo[editar]
Personal
Procesos
tcnicas que se utilizarn. Igualmente, deben crearse mecanismos que permitan evaluar
los resultados del plan establecido y determinar cun efectivo ha sido.
Orientaciones clsicas[editar]
En la historia y en el contexto del comercio han surgido diferentes orientaciones o
enfoques para hacer negocios. Estos enfoques an estn presentes en algunas industrias
y mercados, aunque en la actualidad[cundo?] la mercadotecnia est cada vez ms orientado
al mercado y al cliente.[cita requerida]
Las empresas tratan de conocer los gustos de los compradores potenciales para
adaptar los productos a sus necesidades y la produccin se diversifica.
Tendencias actuales[editar]
Despus de una mercadotecnia orientada al mercado, algunos autores se decantan por la
orientacin la mercadotecnia social, mientras que otros autores indican un cambio
paradigmtico, surgiendo otras orientaciones como por ejemplo: la mercadotecnia social,
la mercadotecnia relacional (Alet, Barroso y Martin), la mercadotecnia 1x1 (Rogers,y
Peppers), Warketing, la mercadotecnia holstica (Kotler), entre otras.
(ASOCENE).
colaboradores, el cual consiste en darle mucho valor a esas nuevas ideas principalmente y
dar un reconocimiento a los proponentes.
6. El proceso de planificacin de la mercadotecnia de la empresa es
deficiente: Algunas de las estrategias de mercadeo, tienen objetivos claros pero no son
convenientes, o las tcticas del mismo no son coherentes con la estrategia. Muchas
compaas no actualizan sus planes de mercado y esto no les permite considerar ciertas
eventualidades, por esto, se debe plantear un anlisis situacional en el cual se definan las
fortalezas, debilidades, oportunidades, amenazas, aspectos relevantes, objetivos,
estrategia, presupuesto y control.
7. Hay que reforzar las polticas de productos y servicios de la empresa: Las
empresas tienen a un pequeo porcentaje de sus productos como responsables de gran
parte de sus ganancias. Esto se da gracias a la combinacin de productos que va a
amentando hasta tener demasiados perdedores. Adems las compaas ofrecen bastantes
servicios gratuitamente como complemento a ciertos productos, lo cual genera un elevado
nmero de prdidas. Para esto, las empresas, deben disear estrategias que permitan
identificar los productos dbiles para mejorarlos o eliminarlos, y que permitan influir en la
decisin sobre qu servicios cobrar (para ciertas personas, por ejemplo) y cuales brindar
gratuitamente.
8. Las capacidades de creacin de marca y de comunicacin de la empresa son
dbiles: As como las empresas no conocen muy bien a los clientes objetivo, el mercado
objetivo tampoco conoce a la empresa o tienen ideas equivocadas acerca de la misma,
incluso muchos no perciben mucha diferencia entre unas compaas y otras. Tampoco se
ven muchas diferencias entre la promocin de ventas de un ao y otro, lo cual produce una
cada en la productividad de su mercadotecnia. Esto, se debe tener en cuenta para
mejorar las estrategias de creacin de marca (no solo con publicidad) de tal manera que
los consumidores pongan un valor a tal empresa y diferencien a una de la otra.
9. La empresa no est bien organizada para llevar adelante una mercadotecnia
eficiente: Esto conlleva directores de mercadotecnia poco efectivos en sus labores dentro
de la empresa, por tanto, tambin un departamento de mercadotecnia con pocas
capacidades y deficiencias en sus habilidades; adems las relaciones entre este
departamento y los dems tambin son deficientes y estos ltimos suelen quejarse de las
prcticas del departamento de mercadotecnia. Por eso no se debe dejar de lado aplicar las
nuevas habilidades de la mercadotecnia y desarrollar mejores relaciones con los dems
departamentos a partir de la inclusin de un director de mercadotecnia que cumpla bien y
fielmente todas sus responsabilidades.
10. La empresa no ha hecho un mximo empleo de la tecnologa: Indica sobre todo el
uso insuficiente de Internet, una herramienta que poco a poco se ha convertido una o en la
Mercadotecnia de Servicios[editar]
Kotler define un servicio como un producto con predominio de lo intangible, que al
momento de su intercambio, cliente y proveedor establecen alguna forma de interaccin, a
travs de actos, esfuerzos y situaciones cuyo resultado no se traduce en una transferencia
de propiedad.
Las caractersticas de los servicios:
Intangibles: No se pueden almacenar, ni se pueden ver.
Variables: Es difcil estandarizarlos y no se puede entregar siempre el mismo producto.
Inseparables: La produccin y el consumo se ejecutan en el mismo momento.
Perecederos: Solo dura un determinado tiempo y no pueden ser reutilizados.
En la medida en que existan una o ms de las brechas, los clientes percibirn las
deficiencias en la calidad del servicio.
Mercadotecnia verde[editar]
La mercadotecnia verde es tambin conocida como mercadotecnia ecolgica, mercadeo
ambiental, eco-mercadeo y mercadeo sostenible. Este tipo de mercadeo es una rama de
la mercadeo social, con la cual se busca adaptar los esfuerzos en esta rea de la empresa
para darle un enfoque ambiental, tanto social como empresarial.
El mercadeo ambiental, es un indicador que nos muestra como la mentalidad del
consumidor ha evolucionado. Debido a ello se crean consumidores verdes o consumidores
ambientales. Estos se preocupan por el costo de los productos en el mercado actual, pero
no solo por los costos de produccin y de venta, sino principalmente por el costo ambiental
que generan los productos y servicios y adquieren y que hasta ahora ninguna empresa
haba tomado en cuenta, por lo que en la actualidad los clientes y consumidores buscan
adquirir productos o servicios que tomen en cuenta este costo ambiental para as realizar
una compra inteligente que no dae el medio ambiente.
Aunque hay muchos ejemplos de mercadotecnia verde legtimos, a menudo se usa como
una forma de lavado de imagen o greenwashing. Esto tiene consecuencias negativas en
cuanto confunde al consumidor, y crea escepticismo hacia afirmaciones medioambientales.
Hay cada vez ms organismos que vigilan y denuncian estas prcticas. [cul?]Adems, al
incurrir en publicidad verde engaosa una empresa se puede enfrentar a demandas
por competencia desleal.
Mercadotecnia digital[editar]
El mercadotcnico plantea 5 tendencias para la mercadotecnia digital del 2013, las que en
resumen plantean:
A)-Las audiencias cada da estn ms fragmentadas, con una alta dispersin entre medios
y al interior de ellos, planteando el desafo de alcanzar al grupo objetivo que buscamos.
B)-La estrategia para los mviles es un imperativo, ya que el uso de este medio est
creciendo a pasos agigantados.
C)-El proceso de compra es cada vez ms complejo, dado que los medios digitales han
integrado nuevos elementos: ya no se trata de un proceso simple, nico y directo.
D)-El contenido es el rey, considerndose clave en las nuevas estrategias de
mercadotecnia y donde las redes sociales cobran una especial relevancia.
E)-La importancia de los datos sigue creciendo, hay muchas fuentes de recoleccin con lo
digital, pero hay una brecha en la capacidad de analizarlos y utilizarlos en las estrategias.
Vase tambin[editar]
Boca a boca
Branding
Comercializacin agrcola
Comercio electrnico
Estudio de mercado
Faxing
Investigacin de mercados
Mercadotecnia directa
Mercadotecnia en salud
Mercadotecnia experiencial
Mercadotecnia social
Mercadotecnia viral
Mercadotecnia visual
Mercadotecnia de servicios
Mezcla de mercadotecnia
Modelo de negocio
Patrocinio
Propuesta de valor
Publicidad engaosa
Sociologa
Telemercadotecnia
Mercadotecania en Video
Wikimarketing
Referencias[editar]
1.
2.
Volver arriba Kotler, Philip; Gary Armstrong, John Saunders, Veronica Wong
(2002). Captulo 1: Qu es Marketing?. Principles of Marketing (3 edicin europea
edicin). Essex (Inglaterra): Prentice Hall.
3.
ISBN 0-273-64662-1.
4.
5.
6.
7.
8.
Volver arriba Canek Riestra, Ahora son 7 las "P"s de la Mercadotecnia enfocadas
a la Responsabilidad Social, Revista DIRCOM, abril 6 de 2009.
9.
Bibliografa[editar]
Cortina, Adela (2002). Por una tica de consumo (1 edicin). Taurus. p. 349. ISBN
84-306-0485-5.
Kolter, Philip (2005). Los 10 pecados capitales del marketing: indicios y soluciones.
Ediciones gestin 2000. p. 155. ISBN 9788496426290.
Plana, J.R.. (1999) Los sueos venden ms, el viaje de incentivo, una bomba del
marketing en Bayn, F. (Ed.) 50 aos del turismo espaol, un anlisis histrico y
estructural, (pp. 686-692), Madrid: Centro de Estudios Ramn Areces. ISBN 84-8004372-5.
Enlaces externos[editar]
FINANZAS
Las finanzas son las actividades relacionadas para el intercambio de distintos bienes
de capital entre individuos, empresas, o Estados y con la incertidumbre y el riesgo que
estas actividades conllevan.1 Se le considera una de las ramas de la economa. Se dedica
al estudio de la obtencin de capital para la inversin en bienes productivos y de las
decisiones de inversin de los ahorradores. Est relacionado con las transacciones y con
la administracin del dinero.2 En ese marco se estudia la obtencin y gestin, por parte de
una compaa, un individuo, o del propio Estado, de los fondos que necesita para cumplir
sus objetivos, y de los criterios con que dispone de sus activos; en otras palabras, lo
relativo a la obtencin y gestin del dinero, as como de otros valores o sucedneos del
dinero, como lo son los ttulos, los bonos, etc. Segn Bodie y Merton, las finanzas
"estudian la manera en que los recursos escasos se asignan a travs del tiempo". Las
finanzas tratan, por lo tanto, de las condiciones y la oportunidad con que se consigue el
capital, de los usos de ste, y los retornos que un inversionista obtiene de sus
inversiones.3
El estudio acadmico de las finanzas se divide principalmente en dos ramas, 4 que reflejan
las posiciones respectivas de aquel que necesita fondos o dinero para realizar una
inversin, llamada finanzas corporativas, y de aquel que quiere invertir su dinero
dndoselo a alguien que lo quiera usar para invertir, llamada valuacin de activos. El rea
de finanzas corporativas estudia cmo le conviene ms a un inversionista conseguir
dinero, por ejemplo, si vendiendo acciones, pidiendo prestado a un banco o vendiendo
deuda en el mercado. El rea de valuacin de activos estudia cmo le conviene ms a un
inversionista invertir su dinero, por ejemplo, si comprando acciones, prestando/comprando
deuda, o acumulado dinero en efectivo.
Estas dos ramas de las finanzas se dividen en otras ms. Algunas de las reas ms
populares dentro del estudio de las finanzas son: Intermediacin Financiera, Finanzas
Conductistas, Microestructura de los Mercados Financieros, Desarrollo Financiero,
Finanzas Internacionales, y Finanzas de Consumidor.5 Una disciplina recientemente
creada son las neurofinanzas, rama de la neuroeconoma, encargada del estudio de los
sesgos relacionados con el manejo de la economa.
Las finanzas personales son la aplicacin de las finanzas y sus principios de una persona
o familia en su deseo de realizar sus actividades con la mejor distribucin de dinero para
ello. As, deben reconocer cmo ocupar sus ingresos en educacin, salud, alimentacin,
vestimenta, seguros, lujos, transporte, etc. Se deben tener en cuenta los ingresos, los
gastos, los ahorros y siempre estableciendo los riesgos y los eventos futuros. Parte de las
finanzas personales son los cheques, las cuentas de ahorro, las tarjetas de crdito, los
prstamos, las inversiones en el mercado de valores, los planes de jubilacin, los
impuestos, etc
Tasa de inters: Se define como el precio que se paga por los fondos solicitados en
prstamo, en un periodo de tiempo. Por lo general es expresado en porcentaje y
representa una tasa de intercambio entre el precio del dinero al da de hoy en trminos
del dinero futuro.
Marketing?
http://es.wikipedia.org/wiki/Marketing
Finanzas..
http://es.wikipedia.org/wiki/Finanzas
Finanzas estudia el flujo del dinero entre individuos,
empresas o Estados. Las finanzas son una rama de la
economa que estudia la obtencin y gestin, por parte
de una compaa, individuo o del Estado, de los fondos
que necesita para cumplir sus objetivos y de los criterios
con que dispone de sus activos.
Las finanzas tratan, por lo tanto, de las condiciones y
oportunidad en que se consigue el capital, de los usos de
ste y de los pagos e intereses que se cargan a las
transacciones
en dinero.
Tambin
suele
definirse
comoel arte y la cienciade administrar dinero.
Hoy dia la relacion entre las Finanzas y el Marketing, esta
llamada a convivir una relacion mas estrecha en el
sentido que la actual crisis colectiva hace necesario que
las empresas planifiquen mucho mejor sus inversiones en
Marketing,
buscando
aumentar
rentabilidade
sy
enfocando su negocio a un verdadero target (cliente
objetivo) buscando dirigir todas sus estrategias de forma