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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
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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
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Experiencias
Personas
Introduccion al Marketing 26/02/2013
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Lugares
Propiedades
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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
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PRODUCTOPRODUCTO PAGOPAGO
Marketer Cliente
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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
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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
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SELECCIÓN DE CLIENTES
ELEGIR PROPUESTA DE VALOR
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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
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Introduccion al Marketing 26/02/2013
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CONCEPTO DEPRODUCCION
Management orientations
CONCEPTO DEPRODUCTO
CONCEPTO DEVENTA
CONCEPTO DEMARKETING
CONCEPTOSOCIAL
Concepto de ProduccionLos consumidores prefieren productos que esteandisponibles y a bajo precio.
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Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 16
Concepto de ProductoLos consumidores prefieren productos que ofrezcanuna mejor calidad, rendimiento y caracteristicasinnovadoras
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Los consumidores nocompraran lo suficiente sin unaventa a gran escala y esfuerzode promoción
Concepto de Venta
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Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 17
Enfocarse en satisfacer las necesidades y deseosdel mercado meta.
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Concepto de Marketing
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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
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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
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Milton Coca Ph.D. 20
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Niveles de Relaciones
RELACION BASICA
ASOCIACIONES COMPLETAS
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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
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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
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Introduccion al Marketing 26/02/2013
Milton Coca Ph.D. 23
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Equidaddel cliente
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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
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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
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