cambio cultural marketing.pptx

8/16/2019 CAMBIO CULTURAL marketing.pptx

1/23

CAMBIO CULTURALESMARKETING

BRAVO ROJAS, LuisCHAVEZ LOPE, Johan

MELGAREJO RIMAC, Anthony


2/23

LOS CAMBIOS CULTURALES

Son os !a"#ios a o a$%o &' ti'"(o &' to&os o a%unos &' os''"'ntos !utu$a's &' una so!i'&a& )o una (a$t' &' a "is"a*+


3/23

T'o$as &' !a"#io !utu$aUna t'$"inoo%a !o"-n (a$a !asi.!a$ os &i/'$'nt's as('!tos &'a !utu$a, int$o&u!i&o ini!ia"'nt' (o$ Ma$0, y usa&o &' "o&oi%'$a"'nt' &i/'$'nt' (o$ ot$as 's!u'as y auto$'s, 's ' 1u' &i2i&'a !utu$a 'n si, 'n t$'s (a$t's3

As('!tos in/$a'st$u!tu$a's+ 4u' s'$an os as('!tos "5s"at'$ia's o $'a!iona&os !on a t'!noo%a, os "'&ios &'

($o&u!!i6n &is(oni#', ' ti(o &' $'!u$sos natu$a's o hu"anos"an'7a&os (o$ una so!i'&a& (a$a su a!ti2i&a& '!on6"i!a y so!ia+

As('!tos 'st$u!tu$a's+ 4u' s'$an a1u'os $'a!iona&os !on!o"o s' o$%ani8an as ta$'as y as /un!ion's so!ia's, ' sist'"a 7'$5$1ui!o y &' (o&'$ y as $'%as 1u' 'n '/'!to $i%'n as $'a!ion's

'nt$' in&i2i&uos+


4/23

As('!tos su($a'st$u!tu$a's+ 4u' 'n%o#a$an os as('!tos "5sin"at'$ia's ' i&'a's, !o"o as !$''n!ias $'i%iosas, os 2ao$'s"o$a's y ta"#i9n os as('!tos t$a&i!iona"'nt' !onsi&'$a&os:ata !utu$a: 'n o!!i&'nt' !o"o3 a (intu$a, a a$1uit'!tu$a, a"-si!a, a it'$atu$a o ' !in' )a ('sa$ &' 1u' a $'ai8a!i6n &''stos as('!tos ta"#i9n s' haya $'st$in%i&a (o$ os as('!tost'!no6%i!os o in/$a'st$u!tu$a's*+ Ta"#i9n to&o un !on7unto &'i&'ai8a!ion's !o"o as uto(as o ($in!i(ios &'s'a#'s &'o$&'na"i'nto 7u$&i!o /o$"a$an a su($a'st$u!tu$a+

S'%-n un !i'$to n-"'$o &' t'o$as &' !a"#io so!io;!utu$a, !o"o' "a$0is"o o ' "at'$iais"o !utu$a, as !utu$as son, 'n %$an(a$t', a&a(tati2as )'n ' s'nti&o 1u' t$atan &' a&a(ta$s' a "'&ioa"#i'nt', a t'!noo%a &is(oni#' y &'"5s $'st$i!!ion's "at'$ia's1u' !on&i!ionan a 2i&a hu"ana*+ Pa$a ' "a$0is"o, y ot$as

2'$sion's &' "at'$iais"o hist6$i!o, 's ' !a"#io 'n ain/$a'st$u!tu$a, "5s !on!$'ta"'nt' ' "o&o &' ($o&u!!i6n o at'!noo%a, o 1u' ha!' 1u' a(a$'8!an nu'2os /a!to$'s !utu$a's,1u' ($o2o!an $''st$u!tu$a!ion's i"(o$tant's 'n ' "o&o &'o$%ani8a$ a so!i'&a&3 1ui9n ($o&u!', 1u9 s' ($o&u!', !6"o s'($o&u!' y (a$a 1ui9n s' ($o&u!'+


5/23


6/23

='!utu$i8a!i6n3 E /'n6"'no !ont$a$io a a A!utu$i8a!i6n+ Consist''n a (9$&i&a &' !a$a!t'$sti!as !utu$a's ($o(ias a !ausa &' a

in!o$(o$a!i6n &' ot$as /o$5n'as+

T$ans!utu$a!i6n3 int'$!a"#ia$ /o$"as &' s'$, 'n a 1u' s' ('$!i#'1u' no '0ist' una !utu$a "'7o$ 1u' ot$a3 s' !o"('"'ntan+ Es2ounta$ia )'73 an%i!is"os3 /6&'$, !h'1u'a$, &'$? ha!'$ yo%a*+

In!utu$a!ui6n3 s' &a !uan&o a ('$sona s' int'%$a a ot$as !utu$as asa!'(ta y &iao%a !on a %'nt' &' 'sa &'t'$"ina&a !utu$a+


7/23

CAMBIOS CULTURALES EN EL PERU

La so!i'&a& ('$uana 's una soa &'s&' ha!' "5s &' @, a>os y,'n su a$%o y 2a$ia&o &is!u$$i$ ha su/$i&o inu'n!ias so!ia's y!utu$a's h't'$o%9n'as y !o"('7as, o 1u' ha !on/o$"a&o un ti(o&' so!i'&a&, a so!i'&a& a!tua, 'n !uyo s'no, !o"o $'suta&o &' su($o!'so hist6$i!o, '0ist' una (u$ai&a& &' situa!ion's so!ia's y!utu$a's+

Han '0isti&o a!titu&'s, !o"(o$ta"i'ntos, !$''n!ias, !oh'sion's 'int'%$a!ion's, s' han &'sa$$oa&o 'n 2a$ia&as int'nsi&a&'s y %$a&os'n os &i/'$'nt's 's(a!ios hu"anos y han &a&o (aso a ti(os y'st'$'oti(os so!ia's, a sist'"as &' 'st$ati.!a!i6n so!ia y !utu$a,a "-ti('s /o$"as &' '"'$%'n!ia o "o2ii&a&, a $o#ust'!i"i'nto

&' 'st$u!tu$as '!on6"i!as


8/23

CAMBIOS CULTURALES EN ELMUNDO

Los cambios tecnológicos, sociales y culturales

@+ La $'2ou!i6n &' as t'!noo%as &' a in/o$"a!i6n y a !o"uni!a!i6n+

D+ A%unas t$ans/o$"a!ion's a!tua's 'n ' !a"(o &' a !utu$a, os"'&ios &' !o"uni!a!i6n y as nu'2as t'!noo%as+

+ Las t'nsion's (ant'a&as 'nt$' o %o#a y o o!a+

F+ So!i'&a& &' a in/o$"a!i6n o so!i'&a&;$'& =os '0(i!a!ion's so#$'a $'2ou!i6n in/o$"a!iona

+ Las "uta!ion's 'n as '0('$i'n!ias so!ia's a (a$ti$ &' a '0(ansi6n&' as TIC


9/23

La revolución de las tecnologíasde la inor!ación " la

co!unicación Mo&i.!a!ion's /un&a"'nta's 'n os (at$on's

t'!no6%i!os !a(a!i&a& &' ('n't$a!i6n &' as t$ans/o$"a!ion's

t'!no6%i!as 'n &istintos !a"(os y &o"inios &' aa!ti2i&a& hu"ana,

Las nu'2as t'!noo%as s' o$i'ntan no s6o ha!ia ao#t'n!i6n &' nu'2os ($o&u!tos, sino, /un&a"'nta"'nt',ha!ia nu'2os ($o!'sos &' ($o&u!!i6n+

E !ono!i"i'nto s' &'sa$$oa a (a$ti$ &' 1u' as nu'2ast'!noo%as y sa#'$'s ('$"it'n o('$a$ so#$' a ($o(iain/o$"a!i6n, su ($o!'sa"i'nto y su t$ans"isi6n+

Las nu'2as t'!noo%as s' '0ti'n&'n !on velocidad , nos6o a &i2'$sas a!ti2i&a&'s y &o"inios &' a '!ono"a y a!utu$a, sino a t$a29s &' "un&o+

Ha ($o/un&i8a&o a &'si%ua&a& ya '0ist'nt' 'nt$' (as's y$'%ion's3 #$'!ha &i%ita

E"'$%'n!ia &' una in&ust$ia &' i"(o$tant's &i"'nsion's,' s'!to$ &' a ata t'!noo%a )high tech*


10/23

as !u ac ones en ase#$eriencias sociales a

$artir de la e#$ansión de

las TICConviven " se co!%inan dierentes or!as de

socia%ilidad3Co!unitario " local )t$a&i!iona*3 !a&a in&i2i&uo (a$ti!i(a &'

un !on7unto esta%le &' o$%ani8a!ion's so!ia's3 a /a"iia,a o!ai&a&, ' t$a#a7o+

En a sociedad de redes3 &!'lti$les identidades( o&identidades rag!entarias, '0('$i'n!ia &'!onst$u!!i6n incierta? s' 'sta#'!'n $'a!ion's a (a$ti$ &'

&istintas a.ni&a&'s sin n'!'sa$ia"'nt' !o"(a$ti$ ' "is"o's(a!io %'o%$5.!o+ C$'!i'nt'"'nt' s' !onst$uy'n a8os &' &istinto ti(o )&'

a"ista&, a/'!ti2os, a!a&9"i!os, ($o/'siona's* !on %'nt'1u' no s' !ono!'$a si no /u'$a (o$ int'$n't+


11/23

CONTRASTE =E CULTURA


12/23

)U* ES +ATR,N DE COM+RA-

Cuan&o os !onsu"i&o$'s !o"($an os s'$2i!ios #i'n's u ot$oss'$2i!ios y a /$'!u'n!ia !on 1u' os !onsu"i&o$'s os !o"($an+

E !onsu"i&o$ &'!i&' !o"($a$ &'s(u9s &' #a$a7a$ una s'$i' &'(osi#ii&a&'s yo at'$nati2as+ Cuan&o ust'& haya t'$"ina&o ' t'"a(o&$5 anai8a$ (o$ 1u9 ' !o"($a&o$ '%a a to"a$ a &'!isi6n &'!o"($a$ y ' 2ao$ ($5!ti!o &' 'st' an5isis !o"o "a$!o (a$a sus($o(ias a!!ion's ($o/'siona's+

To&os so"os !onsu"i&o$'s y a&1ui$i"os ($o&u!tos yo s'$2i!ios (o$1u't'n'"os &'s'os o n'!'si&a&'s ('$sona's+ E !o"($a$ su(on' unint'nto s' sou!iona$ ' :($o#'"a &' nu'st$a n'!'si&a& insatis/'!ha:y, 'n 'st' as('!to, ' 2'n&'&o$ 1u' nos ati'n&a s'$5 a ($i"'$a ('$sona1u' nos $'su'2' 's' ($o#'"a, si 's un #u'n ($o/'siona+ Cuanto "5s nos s'a n'!'sa$ia una !o"($a "as ta$&a$'"os 'n to"a$ a&'!isi6n3 una !asa, un !o!h' nu'2o, un ''!t$o&o"9sti!o o un '1ui(oin/o$"5ti!o+ E &'!i&i$ as 2a!a!ion's (u'&' s'$ a-n "5s &i/!i, (u's nosoo 's ' &in'$o o 1u' nos 2a"os a %asta$ sino un 2aioso ti'"(oi#$' 1u', una 2'8 '"('a&o, no o &is/$uta$'"os hasta ' a>o si%ui'nt'+


13/23

='s!$i(!i6n &' os (at$on's &' !o"($a

Ra86no!asi6n &' a ($i"'$a !o"($a N-"'$o &' 2'!'s 1u' !o"($an Int'$2ao 'nt$' !o"($as Canti&a& 1u' !o"($an

Moti2a!i6n (a$a ' uso !ontinua&o Cu5nto ti'"(o &'"o$an 'n a &'!isi6n &' !o"($a =on&' ' !onsu"i&o$ a($'n&' (o$ ($i"'$a 2'8 so#$' '

($o&u!to Lu%a$ &on&' !o"($a ' ($o&u!to =6n&' ' !onsu"i&o$ usa ' ($o&u!to C6"o ' !onsu"i&o$ usa ' ($o&u!to


14/23

CULTURA . COM+ORTAMIENTO DELCONSUMIDOR

La !utu$a 's uno &' os %$an&'s &'t'$"inant's &' !o"(o$ta"i'ntohu"ano, ya 1u' su#ya!' 'n a to"a &' &'!ision's hu"anas, 'n sus!o"(o$ta"i'ntos, y !on&i!iona a /o$"a &' 2i&a &' !ua1ui'$so!i'&a&+

En os -ti"os ti'"(os a !$'!i'nt' int'$&'('n&'n!ia 'nt$' os (as's

y as so!i'&a&'s, a int'nsi.!a!i6n &' as a!ti2i&a&'s &' as'"($'sas "utina!iona's, o a '0t'nsi6n &' as !o"uni!a!ion's,(u'&'n su%'$i$ 1u' as !utu$as s' 'st5n a($o0i"an&o, s' 'st5nho"o%'n'i8an&o, y 'sto 7usti.!a os (ant'a"i'ntos y o$i'nta!ion's&' "a$'tin% %o#a+ Sin '"#a$%o a "uti!utu$ai&a& 's una$'ai&a& y o s'%ui$5 si'n&o in'2ita#' y a/o$tuna&a"'nt'+ P'$o 7unto

a 'sta $'ai&a& nos 'n!ont$a"os !on a ot$a, a 1u' s' !o$$'s(on&'!on a ($o/un&a t$ans/o$"a!i6n &' (ano$a"a !utu$a 1u' o#i%a aas &istintas so!i'&a&'s a a&a(ta$s', a &a$ nu'2as $'s(u'stas, y aas '"($'sas a a/$onta$ nu'2os (ant'a"i'ntos y o/$'!'$ nu'2assou!ion's 1u' !on'!t'n a&'!ua&a"'nt' !on as nu'2as t'n&'n!iasy !a"#ios !utu$a's 1u' s' ($o&u!'n+


15/23

CARACTERSTICAS =E LA CULTURA E INPUTS PARA ELMARKETING

@+ La !utu$a 's ' $'suta&o &' un ($o!'so &' a($'n&i8a7'D+ La !utu$a 's un /'n6"'nos so!ia+ La !utu$a nos ($o&u!' s'%u$i&a&, nos !on/o$ta, 's %$ati.!ant', 'n

&'.niti2a %'n'$a satis/a!!i6nF+ La !utu$a 's un ($o!'so a&a(tati2o+ Las $'2ou!ion's !utu$a's

son a '0!'(!i6n, a no$"a son as '2ou!ion's !utu$a's 'ntas y($o%$'si2as

+ Ti'n' una natu$a'8a no$"ati2a


16/23

SOCIALIZACIN E INVESTIGACIN CULTURALE ($o!'so a t$a29s &' !ua un in&i2i&uo a($'n&' a !utu$a!o$$'s(on&i'nt' a u%a$ %'o%$5.!o y so!i'&a& &' su na!i"i'nto s'a"a so!iai8a!i6n+ Mu!hos %$u(os int'$2i'n'n 'n a so!iai8a!i6n3

@+ /a"iiaD+ institu!ion's $'i%iosas+ sist'"a '&u!ati2oF+ ot$os %$u(os &' $'/'$'n!ia3 t$a#a7o, a"i%os, 't!++ "'&ios &' !o"uni!a!i6n


17/23

/ALORES0 TENDENCIAS0 CAMBIO CULTURAL .MAR1ETIN2

Los 2ao$'s son ''"'ntos "uy si%ni.!ati2os (a$a a !o"($'nsi6n &'a !utu$a &' una so!i'&a&+ Po$ 2ao$ (o&'"os 'nt'n&'$ una !$''n!iao s'nti"i'nto !on !a$5!t'$ %'n'$a &' 1u' &'t'$"ina&as a!ti2i&a&'s,$'a!ion's u o#7'ti2os son i"(o$tant's (a$a a !ons'$2a!i6n y"ant'ni"i'nto &' una !o"uni&a& y &' su 'sta#ii&a& o #i'n'sta$+

Son i"(o$tant's (o$1u' ($o&u!'n t'n&'n!ias &' a!tua!i6n o &'$'s(u'sta uni/o$"'s ant' os 'st"uos $'!i#i&os+ ='s&' 'sta('$s('!ti2a hay 1u' su(on'$ 1u' os in&i2i&uos, os !onsu"i&o$'s,a!tua$5n 'n sus !o"(o$ta"i'ntos y !on&u!tas &' /o$"a 1u' (u'&ana!an8a$ &'t'$"ina&os 2ao$'s so!ia"'nt' 'sta#'!i&os !o"o!o$$'!tos+ Los 2ao$'s s' a($'n&'n 'n ' ($o!'so &' so!iai8a!i6n '

in!i&'n si%ni.!ati2a"'nt' 'n a !on&u!ta+Es Es(a>a (u'&'n s'>aa$s' a%unos 2ao$'s ($'&o"inant's3"at'$iais"o, !o"('titi2i&a&'n2i&ia, 'nt$'%a at$a#a7oa#o$iosi&a&, h'&onis"o, i#'$ta&, (at$iotis"o, a/5n &' u!$o,'%os"o, !i'$to hu"anis"o, int'$a!!i6n so!ia


18/23

Nu'2as t'n&'n!ias !utu$a's

@+; M9&i!o;Co$(o$a's3 t'n&'n!ia a "'7o$a$ ' as('!to y a(a$i'n!ia

/si!a, t'n&'n!ia a "'7o$a$ ' 'sta&o &' sau& !o$(o$a, t'n&'n!ia aa!'(ta$ ' !onsu"o &' 'sti"uant's, t'n&'n!ia a o natu$a, ha!ia anatu$a'8a, t'n&'n!ia a a a!ti2i&a& &'(o$ti2a, t'n&'n!ia a aauto"'&i!a!i6n+

D+; =' !ont'ni&o in&i2i&ua3 t'n&'n!ia a in!o$(o$a$ #''8a a o 1u' nos

$o&'a, ha!ia ' "isti!is"o y a int$os('!!i6n, a a $'%i6n in&i2i&uai8a&a,a una "'7o$ 2ao$a!i6n &' ti'"(o &' o!io, a 2i2i$ a &a, ha!ia '&'sa$$oo &' a !$'ati2i&a& ('$sona, a a /o$"a!i6n int'%$a y aauto$$'ai8a!i6n, a ('$sonais"o, a si"(i.!a$ a 2i&a+

+; =' ($oy'!!i6n '0t'$na3 t'n&'n!ia a a /a"iia$i&a&, ha!ia '

$o"anti!is"o, ha!ia nu'2as /o$"as so!ia's y !utu$a's, a!onsu"is"o, ha!ia nu'2as /o$"as &' "at'$iais"o, a (a!i.s"o y a/$at'$ni&a&, a '!oo%is"o

F+; Li#'$a;($o%$'sistas3 t'n&'n!ia ha!ia a!titu&'s s'0ua's "5si#'$a's, a a i%ua&a& &' s'0os, ha!ia a no2'&a& y ' !a"#io, a

a!'(ta$ a i"(o$tan!ia &' os 762'n's, ha!ia una "ayo$ ('$"isi2i&a&


19/23


20/23

CONSUMI=OR ACTUAL

E !o"(o$ta"i'nto &' !onsu"i&o$ $''7a a totai&a& &' as&'!ision's &' os !onsu"i&o$'s $'s('!to a a a&1uisi!i6n, '

!onsu"o y ' &'$'!ho &' #i'n's y s'$2i!ios


21/23

E Consu"i&o$ =' Hoy

Es Muy =i2'$so Es Mas In/o$"a&o Es Mas E0i%'nt'

Ti'n' La Posi#ii&a& =' E'%i$ Es Mas S'n!i#' Es Mas Consi'nt' Es Mas A!tuai8a&o Cu'nta Con M-ti('s O/'$tas To&o Lo 4ui'$'n Co"($a$ Pos'' La La2' =' Q0ito O


22/23

E Consu"i&o$ =' Hoy

Los ho"#$'s ($'.'$'n !o"($a$ soos Las "u7'$'s 'n !o"(a>a En ' "ayo$ &' os !asos 'n /a"iia

Aho$a as 2'ntas s' &an (o$ int'$n't At'n!i6n ('$sonai8a&a Mayo$'s o/'$tas Inu'n!ia &' as "a$!as

inu'n!ia &' as !as's so!ia's


23/23

To"a &' &'!ision's 'n #as'

A !onsu"i&o$ hay 1u' 'nt'n&'$o, 's!u!ha$o, #$in&a$'

's(a!ios &' &i2'$si6n y 'nt$'t'ni"i'nto O#s'$2a$ su !o"(o$ta"i'nto Sa#'$ o 1u' (i'nsa Cons'nti$o So$($'n&'$o O$i'nta&as a os ni>os

cambio cultural marketing.pptx

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