Estrategias de mercadotecnia basadas en elementos externos a la empresa

1. Repaso: ambiente externo de
mercadotecnia
Dra. Alicia De la Peña De León
Conocer el ambiente externo nos
lleva a aprovechar el “Momento
Mercadológico” y desarrollar
productos, servicios y campañas
especiales.

2. Cualquier estrategia de mercadotecnia debe
contemplar el ambiente externo a la empresa
Dra. Alicia De la Peña De León
Entorno
Doméstico
Conocido
“Controlable”
Compartido

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7. 10 Super Bowl fast facts
1. The price for Super Bowl ads have gone up 76% in the last decade, according to Kantar
Media.
2. This year, ads are reportedly $5 million. That doesn't account for the cost of producing
the commercial.
3. Last year, 114 million people watched the Super Bowl-- that's a third of the country's
population.
This means brands are spending about 3 cents per viewer.
4. 79% of viewers plan to spend money on food and beverages. (National Retail Federation)
5. 1.25 billion chicken wings are expected to be eaten. (National Chicken Council)
6. 11.2 million pounds of potato chips will be consumed. (Calorie Control Council)
7. 325.5 gallons of beer will be consumed. (Stevens Institute of Technology)
8. 25% of surveyed Super Bowl viewers consider commercials to be the most important
part of the game.
9. 77.1% of viewers see Super Bowl commercials as entertainment. (National Retail
Federation)
10. Budweiser topped ad ratings and brand recall. (USA Today's Ad Meter)
- See more at: https://www.ama.org/publications/MarketingNews/Pages/10-super-bowl-
fast-facts.aspx#sthash.cY1yeiMV.dpuf
Dra. Alicia De la Peña

8. CPGs Are Big Game Winners Off The
Field
• Beer/ale/alcoholic cider was the largest Super Bowl
category by dollar sales, generating $583.1 million during
the week before the game.
• Carbonated beverage sales during last year's Super Bowl
week were $528.4 million.
• Salty snacks were No. 1 in units sold: 196.2 million. Salty
snacks are also a dollar sales leader: They racked up $437.7
million during Super Bowl week last year.
• Frozen pizza's dollar sales rose to $109.4 million.
• Dips $13.5 million and spreads $20.2 million.
• Mexican sauce $41.1 million.
• Barbecue sauce $ 16 million.
Dra. Alicia De la Peña

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12. Dra. Alicia de la Peña
El presidente estadounidense, Barack Obama (i-frente), recibe
al papa Francisco (d), durante su llegada a la Base Conjunta
Andrews, en Maryland, Estados Unidos de América, el 22 de
septiembre de 2015. (Xinhua/Olivier
Douliery/CNP/ZUMAPRESS)

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El
Amor
en
México