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Mercadotecnia, Jorge Romero, Jorge Romero 3-724-749, Mercadotecnia,…
Mercadotecnia
Marketing management
Merchandise organization
It is the adaptation of the marketing process to the particular characteristics of the company and the market.
Marketing direction
Focused on making decisions and solving problems. Problem solving can be in different ways and decision-making is unique.
Marketing planning
It's the long-term planning that focuses on the organization as a whole
Tactical Planning - It involves formulating short-term plans that highlight the current operations of the various parts of the organization.
The short term is defined as a period that extends to only one year or less to the future.
Types of planning
Strategic planning
It is established in the short term, is specific and is oriented to the consequenction of the given objective.
Tactical planning
It is located in the link that can be established between the processes
Strategic planning
It is comprehensive, long-term and relatively general
Marketing control
Control compares objectives and facts; to do so they must implement measures of operation and evaluation against standards to disguise the differential between ideal and real.
Nature and importance of marketing
What is marketing?
It is that human activity aimed at meeting needs, deficiencies and desires through processes of exchange. The key task of the organization is to determine the needs, desires, values of a market.
The premises on which the concept of marketing rests
The organization means that its mission is to satisfy a defined set of wishes from a particular group of customers
The organization recognizes that meeting these desires requires a good research program and markets to know which ones with such desires.
The organization recognizes that all company activities that store to affect customers must be placed under integrated marketing control.
The organization believes that doing a good job of satisfying its customers will earn them the loyalty of them, their preference and their good opinion.
Historical history of marketing
In 1911, the company Publicaciones Curtís established the first commercial research department in the United States.
Throughout history, trade and exchange have been linked to basic customs, even in the twentieth century the concept of Marketing.
Marketing participation is growing slowly and tends to move from artisanal activity to a consolidated industry.
Marketing objectives and functions
It is tasked with regulating the demand for products so that this way the company can achieve its objectives.
The company must investigate what the customer's needs are in order to create truly satisfactory products.
Field of marketing
Layout
It is necessary to lay the groundwork for the product to reach the consumer from the manufacturer, these exchanges take place between wholesalers and retailers, it is important to manage materials, transport, storage.
After-sales
It ensures the satisfaction of needs through the product, <br> is not to sell once, but to remain in the market.
Sale
It is all activity that generates in customers, this phase becomes effective the effort of the previous activities.
Product and price decisions
It's about designing the product, giving it a proper name and giving it a fair price.
Promotion
To make the product known to the consumer, through brochures, gifts, samples, the promotion strategy should always be changed.
Market research
It involves knowing who potential customers can be, who they do, where to buy, what their income is, their age, behavior, the more the biggest market is known is success.
Marketing Mix
Uncontrolled variables
They are forces that limit the decisions that entrepreneurs can reach, these variables exist outside the company, but directly influence the decisions of the businessman so these forces must be identified.
Controllable Variables
They are a general and detailed analysis of the seven functions of marketing among these variables are:
Market research, product, brand, packaging, price, discounts, distribution channel, physical distribution, advertising, retail, sales promotion, public relations, services, and warranties.
Marketing information system and market research.
It is a permanent and interactive structure composed of people, equipment and procedures whose purpose is to collect, classify, analyze, evaluate and distribute information belonging, timely and accurate that will serve those who make decisions.
Elements
Product
A product is anything that can offer to the attention of a market for its acquisition, use or consumption and that can be met a need or desire.
Exchange
It is the act of obtaining from someone a desired object offering algo in return.
To demand
Consumers see products as benefit packages and choose those that provide them with the best package in exchange for their money.
Transactions
It is an exchange of values between two parties.
Desire
Wishes are described in terms of the objects to meet the needs.
Market
It is a set of real or potential buyers of the product.
Hardship
It is a state of lack since it experiences <br>dividuous
Advantages and applications
In basic decision-making
Provides the information needed for mation of basic and long-range company decisions
In the policy task
It provides the manager with valid knowledge <br> to have the right products in place, time and price.
In the profitability of the company
Allows products to be better adapted to demand conditions.
Perfect promotion methods.
It makes the sales system and the performance of sales more efficient
sellers, and on the other hand reduces the cost of sales.
It encourages managers to reassess the intended objectives.
Applications of market research
Distribution studies
Media
Commercial studies
Product analysis
Advertising effectiveness
Consumption analysis
Sociological studies of public opinion
Market research
Preliminary studies
Preliminary research
This work is done from the office itself, without having to go out on the street; it does not always have to be exhaustive, since the knowledge of the company and the previous studies that have been carried out or have been carried out periodically are sufficient
Determination of objectives
It is one of the most difficult tasks that managers find, because it must be accepted that you can not always capture all the information.
Analysis of the situation
The company and the sector. Its evolution, products with which it operates, its importance in the sector, problems it has had in other times
The market and the customers. Analysis of geographical distribution of the market, seasonal variations in sales, typology of the clientele
To carry out a complete and thorough analysis of the situation we must obtain a "historical" with the data mentioned above
Commercial organization. Distribution channels that are followed, performance of the sales network, margins with which it is operated, discounts offered, bonuses.
International market
It is marketing applied to other cultures or to different realities outside our environment, and therefore must take into account multiple factors in the development and introduction of product.
Consumer behavior
Psychological factors that determine consumer attitudes:
Consumer behavior
Many theories have tried to approach the reasons for an individual's purchase, without reaching definitive conclusions.
New values around development.
A company not only communicates with advertising, it communicates with all these marketing stimuli. Those generated from the offer and, fundamentally, those received by consumers.
Psychophysiological factors of the individual that affect their decisions as a buyer:
Perception is the process by which the individual selects, organizes and interprets stimuli to build a meaningful and coherent painting of the world.
People usually perceive the things they need or want and block perception of unfavorable or ungrateful stimuli.
The way products are perceived is most important to their success than the real characteristics they possess.
The mark is a name, term, symbol, special design or any combination of all these elements, the purpose of which is to identify the goods and services of a seller or group of sellers.
Intellectual consumer purchasing decision process
.
It's a mental decision process and a physical activity. This decision-making process takes some time, including pre- and post-purchase actions, for example, which motivates a purchase decision.
Market and its segmentation
Industrial market
They are those in which transactions of goods and services are carried out used in obtaining different products that are subject to subsequent transaction.
There are three types of buyers
Institutional buyers
Industrial intermediary buyers
Industrial buyers.
Government market
This market consists of government or public sector institutions that acquire the goods or services to carry out their main functions.
Market ranking
Service markets
Used market
They are those places or establishments where product transactions are carried out, under conditions more advantageous to buyers than in the usual establishments.
Stock markets
Name designating all persons, public or private entities, related to the issuance, procurement and control of marketable securities.
Foreign market
Name used to designate the different transactions that make them outside your own country.
Internal Market
Name used to designate the different transactions and the organizations that carry them out within the country in which a particular company is located.
Black Market
Name used to designate the different buying and selling operations that are carried out outside the law of a country.
Potential market
This is the maximum amount that a product or service can sell over a given period of time in a market and under certain conditions.
Wholesale central markets
They are physical wholesale contracting centres existing in large urban centres, where agricultural, livestock and fishery products are received from the contracting centres at source.
Mercado de futuro
Name used to designate those markets in which products are contracted for future or deferred delivery thereof, at a certain price and previously agreed between the buyer and the seller
Transit market
Name used to designate those markets located in ports and border crossings, in which transactions of various products with very varied destinations are carried out.
Market at source
Name used to refer to the places near agricultural and fishing production centres.
Consumer Markets
Immediate consumer product markets.
They are those in which the purchase of products by individual or family buyers is carried out very frequently, being generally consumed shortly after its acquisition.
Durable consumer product markets.
They are those in which products purchased by individual or family buyers are used over different periods of time until they lose their usefulness or become outdated
Service market
They are made up of those markets in which individual or family buyers acquire intangible goods for their present or future satisfaction
Types of service market
Domestic market
It refers to the company's strategies for hiring, training and motivating the best people.
Interactive market
It's crucial for services, because they're high-contact
External market
The service market requires more attention to two types of market involving consumers and employees: internal and interactive market.
Market concept
That group of people and organizations involved in comparing and selling goods and services or using them.
Marketing environment
Internal environment
The level of personal disposable income, particularly in relation to price levels and inflation, greatly affects marketing systems.
Commodity information system
According to Kotler, marketing information systems consist of four subsystems for collecting, processing and using environmental data:
Internal communication system:
provides sales, costs, inventories, etc.
Intelligence system:
this system is used to learn about what is happening in the environment and pass the information on to the right executives.
Market research system:
collects, values and communicates concrete information to executives who must make decisions and solve problems.
Scientific Marketing Administration System:
helps marketers analyze complicated problems in order to come up with their best solution.
There are three reasons why information is most needed today:
Changing local and international marketing
The move from price competition to which it has nothing to do with prices (brands, differentiation, advertising, etc.)
The transition of the buyer's needs in the buyer's wishes
External environment
People are confident that companies will help you get what you want, marketers, when trying to provide what society wants, you have to avoid doing what members of society don't want.
Competition
You need to know who your <br> are and what they're doing.
It is recommended that you identify the geographic area they cover and the main advantage they have been allowed to gain.
Jorge Romero
Jorge Romero 3-724-749, Mercadotecnia, Profesor: Henru G. Morales