Nx Level Mercadeo Sesion 71 Rev.

Certificado Empresarial NxLeveL Mercadeo Puerto Rico SBTDC Daniel Nazario Briceño [email_address]

Mercadeo … No es publicidad … No es un departamento … No se trata sólo de vender

¿Qué es mercadeo? ,[object Object],[object Object],[object Object]

Definición de mercadeo… ,[object Object],¿POR QUE?

En MERCADEO hay que recordar: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Recordar: ,[object Object],[object Object],Big mistakes are big opportunities

Relación con otras actividades: ,[object Object],[object Object],Big mistakes are big opportunities

Plan de mercadeo instrumento para coordinar y dirigir los esfuerzos de mercadeo escrito

Plan de Mercadeo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ya sabemos… ,[object Object],[object Object],[object Object],[object Object],[object Object]

ANALISIS FODA (SWOT)… EJEMPLO

La Competencia: es importante conocerla ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tendencias de la Industria… Alerta a los cambios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who moved my cheese?

Clientes: mercado meta (No todo el mundo es mi cliente) ,[object Object],[object Object],[object Object],[object Object],[object Object],¿QUIEN ES MI CLIENTE?

También conozco... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demográficos Geográficos Psicográficos Comportamiento

También conozco... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

En resumen… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tenemos que atraer clientes porque... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Lifetime Value” de un cliente ,[object Object]

Motivemos al cliente utilizando... ,[object Object],[object Object],[object Object],[object Object]

Posicionamiento en el mercado ,[object Object]

El USP tiene que... ,[object Object],[object Object],[object Object]

POSICIONAMIENTO (ejercicio) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Construyendo una Imagen ,[object Object]

Imagen... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Imagen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Definición de la marca (Branding) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],

Mezcla de Mercadeo (Marketing Mix)

Componentes de MM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plaza Promoción Precio Producto 4P’s

Producto ,[object Object],[object Object],[object Object],¿Qué quiere? ¿Cómo lo quiere?

Estrategias de Producto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Precio ,[object Object],[object Object],[object Object],Valor Costos

Estrategias de Precio ,[object Object],[object Object],[object Object],[object Object],[object Object]

Establecimiento de Precio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Establecimiento de Precio ,[object Object]

Plaza (distribución) ,[object Object],[object Object],[object Object],[object Object],COMO SE LO VAMOS HACER LLEGAR AL CLIENTE …

Estrategia de distribución ,[object Object],[object Object],[object Object],[object Object],[object Object]

Sistema de distribución ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Puede ser a través de un INTERMEDIARIO o combinado

Tipos de Intermediarios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distribución ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evidencia Física (physical evidence) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Otras estrategias de distribución ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promoción ,[object Object],[object Object],[object Object],[object Object],[object Object],COMUNICACION E INFORMACION

Elementos para una promoción efectiva ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AIDA Word of mouth Ruidos

Estrategias de Promoción ,[object Object],[object Object],[object Object],[object Object],[object Object]

Publicidad (masivo) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promoción de Venta ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Venta personal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mercadeo directo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mercadeo directo ,[object Object]

Relaciones Públicas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mercadeo Estratégico Integrado

Plan de Medios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recomendaciones en medios ,[object Object],[object Object],[object Object],[object Object],[object Object]

¿Qué cosas puedo hacer para dar a conocer el negocio? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concepto creativo/Ejecuciones ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Presupuesto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Uso de Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nuevas Tendencias vs. Tradicionales

Anuncios en Internet Aumento en uso de sitios de noticias en Internet

PR / Social Network Global Social Networking ComScore Sept 2008

Estadísticas de Interés ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mercadeo Móvil (Mobile Marketing)

Recuerde ... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Para tener clientes felices: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mercadeo es el arte de atraer y conservar los clientes que dejen utilidades

Preguntas Asignación Leer – Hojas de Trabajo Puerto Rico SBTDC Daniel Nazario Briceño [email_address] 787-763-6811

Nx Class Presupuesto y Finanzas Instructor Certificado de Nx Level

Nx Level Mercadeo Sesion 71 Rev.

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Editor's Notes