marketing
DESCRIPTION
Conceptos Básicos del Marketing Marketing, mercado, marca, consumidor, necesidades, oferta y demanda, posicionamiento. Marketing 1.0 Marketing 2.0 Marketing 3.0TRANSCRIPT
![Page 1: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/1.jpg)
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¿MARKETING=VENDER?
![Page 3: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/3.jpg)
¿MARKETING=VENDER?
![Page 4: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/4.jpg)
MARKETING = satisfacer
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Marketing es el proceso social y administrativo por el que los grupos e individuos satisfacen sus necesidades al crear e intercambiar bienes y servicios.
Philip Kotler
![Page 6: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/6.jpg)
MERCADOambiente social en el que se realizan intercambios de productos
![Page 7: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/7.jpg)
MERCADOambiente social en el que se realizan intercambios de productos
MARCAempresa que oferta un
producto
![Page 8: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/8.jpg)
MERCADOambiente social en el que se realizan intercambios de productos
MARCA
producto
bien o servicio
empresa que oferta un producto
![Page 9: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/9.jpg)
MERCADOambiente social en el que se realizan intercambios de productos
MARCA
consumidorpersona u organización
que demanda unproducto
producto
bien o servicio
empresa que oferta un producto
![Page 10: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/10.jpg)
MERCADO
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MERCADO
MARCA
MARCA MARCA
MARCA
MARCA
MARCA MARCA
MARCA
MARCA MARCA
MARCA
MARCA
MARCA
MARCA
MARCA
MARCA
MARCA
MARCA
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MILLONES Y MILLONESDE MARCAS
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MILLONES Y MILLONESDE MARCAS
Mexico 2010 :100 000, nuevas marcas
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MILLONES Y MILLONESDE MARCAS
Mexico 2010 :100 000, nuevas marcas
Supermercado
5 000 50 000, – , productos
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7 000 000 000, , ,De consumidores
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![Page 19: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/19.jpg)
POSICIONAMIENTOel lugar que ocupa la marca en
la mente del consumidor
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pan
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pan
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buscador
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buscador
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salsa
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salsa
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Consumidores Necesidades Deseos Demandas Productos intercambios mercados
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Consumidores Necesidades Deseos Demandas Productos intercambios mercados
![Page 28: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/28.jpg)
Pirámide de necesidades de Maslow
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¿que satisfaceEstas
Necesidades?
![Page 30: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/30.jpg)
sedNecesidadfisiologica
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![Page 32: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/32.jpg)
USD 25 USD 2 600,
![Page 33: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/33.jpg)
Te quitaLa sed...
y te da...status
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![Page 35: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/35.jpg)
![Page 36: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/36.jpg)
“No preguntes a los consumidores que quieren.Pregúntales cual quieren”
Nicki Briggs, CCO Chobani
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¿COMO HA EVOLUCIONADOEL MARKETING?
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MARKETING 1.0
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MARKETING 1.0
PRODUCTO
![Page 40: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/40.jpg)
MARKETING 1.0
PRODUCTO
bondades ybeneficios
![Page 41: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/41.jpg)
MARKETING 1.0
PRODUCTO
bondades ybeneficios
llegar a la mente delconsumidor
![Page 42: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/42.jpg)
MARKETING 1.0
PRODUCTO
bondades ybeneficios
llegar a la mente delconsumidor
¿porquédebocomprarlo?
![Page 43: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/43.jpg)
MARKETING 1.0
PRODUCTO
bondades ybeneficios
llegar a la mente delconsumidor
¿porquédebocomprarlo?
enfoquefuncional/racional
![Page 44: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/44.jpg)
MARKETING 2.0
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MARKETING 2.0
CLIENTE
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MARKETING 2.0
CLIENTE
satisfacersus deseosy necesidades
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MARKETING 2.0
CLIENTE
satisfacersus deseosy necesidades
llegar al corazón delconsumidor
![Page 48: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/48.jpg)
MARKETING 2.0
CLIENTE
satisfacersus deseosy necesidades
llegar al corazón delconsumidor
¿cómoretenerlo?
![Page 49: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/49.jpg)
MARKETING 2.0
CLIENTE
satisfacersus deseosy necesidades
llegar al corazón delconsumidor
¿cómoretenerlo?
enfoqueemocional
![Page 50: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/50.jpg)
MARKETING 3.0
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MARKETING 3.0
VALORES
![Page 52: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/52.jpg)
MARKETING 3.0
VALORES
tratar al cliente comoser humano
![Page 53: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/53.jpg)
MARKETING 3.0
VALORES
tratar al cliente comoser humano
llegar al espíritu delconsumidor
![Page 54: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/54.jpg)
MARKETING 3.0
VALORES
tratar al cliente comoser humano
llegar al espíritu delconsumidor
¿cómohacer delmundo unlugar mejor?RSC
![Page 55: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/55.jpg)
MARKETING 3.0
VALORES
tratar al cliente comoser humano
llegar al espíritu delconsumidor
¿cómohacer delmundo unlugar mejor?RSC
enfoqueespiritual
![Page 56: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/56.jpg)
MARKETING 3.0
VALORES
tratar al cliente comoser humano
llegar al espíritu delconsumidor
¿cómohacer delmundo unlugar mejor?RSC
enfoqueespiritual
![Page 57: Marketing](https://reader033.vdocument.in/reader033/viewer/2022051609/5466ec3aaf7959483f8b6a48/html5/thumbnails/57.jpg)
Interbrand
BestGlobalBrands2013
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