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The document provides an introduction to marketing. It defines marketing as an activity that involves creating, communicating, delivering, and exchanging offers that have value for customers, partners, and society. It discusses key marketing concepts like determining customer needs and desires, designing customer-oriented strategies, building marketing programs, and capturing customer value to achieve benefits. It also examines the changing landscape of marketing in the digital era and the demands of ethics.
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- 1. Introduccion al Marketing 26/02/2013 Marketing Y el valor del cliente 01 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Que es el Marketing? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 1
- 2. Introduccion al Marketing 26/02/2013 Es una actividad. Un conjunto de instituciones y procesos de creación, comunicación, entrega e intercambio de ofertas que tienen valor para los clientes, los socios y la sociedad en su conjunto. (2007, AMA) proceso del Marketing Diseñar una Construir un Entablar Capturar Determinar estrategia de programa de relaciones y valor del necesidades marketing marketing satisfacer al cliente para y deseos orientada al que ofrezca cliente lograr cliente un mayor beneficios valor Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 2
- 3. Introduccion al Marketing 26/02/2013 Necesidades Deseos Demanda Necesidad Deseo Milton Coca Ph.D. 3
- 4. Introduccion al Marketing 26/02/2013 Ofertas del Mercado What is marketed? Bienes Servicios Eventos Experiencias Personas Lugares Propiedades Organizaciones Información Ideas Milton Coca Ph.D. 4
- 5. Introduccion al Marketing 26/02/2013 Bienes Servicios Milton Coca Ph.D. 5
- 6. Introduccion al Marketing 26/02/2013 Eventos Eventos Milton Coca Ph.D. 6
- 7. Introduccion al Marketing 26/02/2013 Experiencias Personas Milton Coca Ph.D. 7
- 8. Introduccion al Marketing 26/02/2013 Lugares Propiedades Milton Coca Ph.D. 8
- 9. Introduccion al Marketing 26/02/2013 Organizaciones Información Milton Coca Ph.D. 9
- 10. Introduccion al Marketing 26/02/2013 miopía de Marketing Milton Coca Ph.D. 10
- 11. Introduccion al Marketing 26/02/2013 Marketing e Intercambio Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Intercambio PRODUCTO PAGO Marketer Cliente Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 11
- 12. Introduccion al Marketing 26/02/2013 Mercado Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Sistema del Marketing Compañia Intermediarios Consumidores Proveedores Competidores FUERZAS AMBIENTALES Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 12
- 13. Introduccion al Marketing 26/02/2013 Estrategia de marketing orientada al cliente GESTION DE MARKETING SELECCIÓN DE CLIENTES ELEGIR PROPUESTA DE VALOR Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Gestion de Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 13
- 14. Introduccion al Marketing 26/02/2013 Seleccion de clientes Segmentacion Orientacion Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Propuesta de Valor Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 14
- 15. Introduccion al Marketing 26/02/2013 Management orientations CONCEPTO DE CONCEPTO DE CONCEPTO DE CONCEPTO DE CONCEPTO PRODUCCION PRODUCTO VENTA MARKETING SOCIAL Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Concepto de Produccion Los consumidores prefieren productos que estean disponibles y a bajo precio. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 15
- 16. Introduccion al Marketing 26/02/2013 Concepto de Producto Los consumidores prefieren productos que ofrezcan una mejor calidad, rendimiento y caracteristicas innovadoras Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Concepto de Venta Los consumidores no compraran lo suficiente sin una venta a gran escala y esfuerzo de promoción Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 16
- 17. Introduccion al Marketing 26/02/2013 Concepto de Marketing Enfocarse en satisfacer las necesidades y deseos del mercado meta. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Concepto de Marketing Social La estrategia de marketing debe entregar valor a los clientes de manera que mantenga o mejore tanto la condición de los consumidores y el bienestar social. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 17
- 18. Introduccion al Marketing 26/02/2013 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Entablando relaciones con los clientes Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 18
- 19. Introduccion al Marketing 26/02/2013 Valor Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Satisfaccion del cliente SATISFACCION Nivel de Rendimiento Expectativa Insatisfaccion Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 19
- 20. Introduccion al Marketing 26/02/2013 Niveles de Relaciones RELACION BASICA ASOCIACIONES COMPLETAS Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Las Relaciones de hoy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 20
- 21. Introduccion al Marketing 26/02/2013 Partner relationship management Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Partner relationship management INSIDE OUTSIDE Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 21
- 22. Introduccion al Marketing 26/02/2013 Capturando Valor de los clientes Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Proporcion del cliente Ventas para tu firma Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 22
- 23. Introduccion al Marketing 26/02/2013 Equidad del cliente Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Era Digital El cambiante panorama del Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 23
- 24. Introduccion al Marketing 26/02/2013 Globalizacion Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 65% Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 24
- 25. Introduccion al Marketing 26/02/2013 Ethics demands Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing Sin fines de lucro Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 25
- 26. Introduccion al Marketing 26/02/2013 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Milton Coca Ph.D. 26