chap 01 traducido complementado
Post on 20-Jun-2015
337 Views
Preview:
DESCRIPTION
TRANSCRIPT
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 1
Marketing
01Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Y el valor del cliente
Que es el Marketing?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 2
Es una actividad. Un conjunto de instituciones yprocesos de creación, comunicación, entrega e
intercambio de ofertas que tienen valor para losclientes, los socios y la sociedad en su conjunto.
(2007, AMA)
proceso del Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Determinarnecesidadesy deseos
Diseñar unaestrategia demarketingorientada alcliente
Construir unprograma demarketingque ofrezcaun mayorvalor
Entablarrelaciones ysatisfacer alcliente
Capturarvalor delcliente paralograrbeneficios
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 3
Necesidades Deseos
Demanda
DeseoNecesidad
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 4
Ofertas del Mercado
What is marketed?Bienes
Servicios
Eventos
Experiencias
Personas
Lugares
Propiedades
Organizaciones
Información
Ideas
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 5
Bienes
Servicios
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 6
Eventos
Eventos
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 7
Experiencias
Personas
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 8
Lugares
Propiedades
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 9
Organizaciones
Información
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 10
miopía de Marketing
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 11
Marketing eIntercambioMarketing eIntercambio
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
PRODUCTOPRODUCTO PAGOPAGO
Marketer Cliente
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Intercambio
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 12
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Mercado
Sistema delMarketing
Prov
eedo
res
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Compañia
Competidores
Intermediarios
FUERZAS AMBIENTALES
Consumidores
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 13
Estrategia de marketingorientada al cliente
GESTION DE MARKETING
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
SELECCIÓN DE CLIENTES
ELEGIR PROPUESTA DE VALOR
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Gestion de Marketing
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 14
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Seleccion de clientesSegmentacion
Orientacion
Propuesta de Valor
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 15
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
CONCEPTO DEPRODUCCION
Management orientations
CONCEPTO DEPRODUCTO
CONCEPTO DEVENTA
CONCEPTO DEMARKETING
CONCEPTOSOCIAL
Concepto de ProduccionLos consumidores prefieren productos que esteandisponibles y a bajo precio.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 16
Concepto de ProductoLos consumidores prefieren productos que ofrezcanuna mejor calidad, rendimiento y caracteristicasinnovadoras
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Los consumidores nocompraran lo suficiente sin unaventa a gran escala y esfuerzode promoción
Concepto de Venta
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 17
Enfocarse en satisfacer las necesidades y deseosdel mercado meta.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Concepto de Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Concepto de Marketing SocialLa estrategia de marketing debe entregar valor a los clientesde manera que mantenga o mejore tanto la condición de losconsumidores y el bienestar social.
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 18
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Entablando relaciones con los clientes
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 19
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Valor
Satisfaccion del cliente
Nivel deExpectativa
Rend
imien
to
SATISFACCION
Insatisfaccion
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 20
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Niveles de Relaciones
RELACION BASICA
ASOCIACIONES COMPLETAS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Las Relaciones de hoy
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 21
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Partner relationshipmanagement
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Partner relationshipmanagement
OUTSIDE
INSIDE
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 22
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Capturando Valor de los clientes
Proporcion del cliente
Ventas paratu firma
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 23
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Equidaddel cliente
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
El cambiante panorama del Marketing
Era Digital
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 24
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Globalizacion
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
65%
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 25
Copyright © 2011 Pearson Education, Inc.Publishing as Prentice Hall
Ethics demands
Marketing Sin fines de lucroCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 26
All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.Publishing as Prentice Hall
top related