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Descubrimientos del mercado para el desarrollo de estrategias
Capítulo 1: Visión general del marketing
What is marketing?
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
management orientation to create customer satisfaction
process to apply it
how to deliver, sell and communicate value to customers
building long relationships with clients by exchanges
Existance of 2 parties
Each party has something that might be of value to the other party
Each party is capable of communication and delivery.
Each party is free to accept or reject the exchange offer.
Each party believes it is appropriate or desirable to deal with the other party.4
4 marketing manangement philosophies
Product Orientation
focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace.
Sometimes what a firm can best produce is exactly what the market wants.
Sales Orientation
based on the belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
Marketing concept
meets satisfaction of customer wants and needs while meeting organizational objectives
Marketing orientation: a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product
Societal marketing orientation
The idea that an organization exists to satisfy customer wants and needs, to meet organizational objectives and to preserve or enhance society's best interest
Sales and market orientations
Customer value:
The relationship between benefits and the sacrifice necessary to obtain those benefits
Customer satisfactions:
The customers’ evaluation of a good or service in terms of whether that good or service has met their needs and expectations
Expanding market: attracting new customers, increasing business with existing customers, and retaining current customers.
Relationship marketing
is a strategy that focus-es on keeping and improving relationships with current customers.
Customer-Oriented personel
Training
Empowerment of the employye
Teamwork
Customer relationship market
: business strategy designed to optimize profitability, revenue, and customer satisfaction by fo-cusing on highly defined and precise customer groups.
Approach to a certain customer instead of many
On-demand marketing
: delivering relevant experiences, integrated across both physical and virtual environments, throughout the consumer’s decision and buying process
Customers want to interact anywhere
Want new things that crate value
Expect data is designed according to them
Expects interactions with company to be easy
SALES ORIENTED
: achieve profitability through sales volume and tries to convince potential customers to buy, even if the seller knows that the customer and product are mismatched
MARKET ORIENTED
: make a profit by creating customer value, providing customer satisfaction, and building long-term relationships with customers
Why studying marketing?
Marketing plays important role in society
Marketing is important for business ( survival, profits, and growth)
Marketing Offers Outstanding Career Opportunities
Marketing is in daily life, you can become a more informed consumer
Capítulo 2: Planeación estratégica para crear una ventaja competitiva
Importancia de la planeación estratégica
Is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
Goal: long-run growth and profitability
1.What is the organization main activity?
Cómo alcanzará sus objetivos?
Strategic Business Units
managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
Distinct mission and specific target market.
Control sobre sus recursos
Propios competidores
A single business or a collection of related businesses
Plans independent of the other SBUs in the total organization
Debe tener sus propios recursos para financiar: accounting, engineering, manufacturing, and marketing.
Strategic alternatives
Innovation Matrix:
system that shows what types of assets need to be developed and what types of markets are possible to grow into (or create) based on the company’s core capabilities.
Adjacent innovation: decisions are designed to take company strengths into new markets. Uses existing abilities in new ways.
3.Transformational Innovation: decisions result in brand-new markets, products, and often new businesses.
Core Innovation: decisions that implement changes that use existing assets.
Marketing Plan
: Marketing planning involves designing activities relating to marketing objectives and the changing marketing environment. The plan is the document.
Allows the market-ing manager to enter the marketplace with an awareness of possibilities and problems.
Planning: process of anticipating future events and determining strategies to achieve objectives
ELEM
ENTS
Components of situational analysis
SWOT:
allows identifying competitive advantage
historical background of the firm—its sales and profit history.
Environmental scanning:
collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan
social, demographic, economic, technological, political and legal, and competitive.
Business missions
Statement of the firm’s business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions
establishes boundaries for all subsequent decisions, objectives, and strategies
Marketing myopia
: defining a business in terms of goods and services rather than in terms of the benefits customers seek
Sources of competitive advantage
Set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition.
Cost-Competitive Advantage
:being the low-cost competitor in an industry while maintaining satisfactory profit margins
Experience curves
Efficient labor
No-frills goods and services: removing options for customer
Government subsidies
Product innovation
Reengineering
New methods of service delivery
Product design: lower costs in packaging, etc
Product/Service Differentiation competitive advantage
: a firm provides some-thing that is unique and valuable to buyers beyond simply offering a lower price than that of the competition
image
service
strong dealer network
product reliability
brand name
Niche competitive advantage
:seeks to target and effectively serve a single segment of the market
Building Sustainable Competitive Advantage
:one that cannot be copied by the competition.
Stating good marketing objectives
A statement of what is to be accomplished through marketing activities. (SMART)
Marketing strategy:
involves activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
Target market startegy: market segment is a group of individuals or organizations who share one or more characteristics.
market opportunity analysis (MOA)
— description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments.
4PS: marketing mix
Product: includes the physical unit, its package, warranty, after-sale service, brand name, company image, value, and many other factors.
Place: making products available when and where customers want them
Pricing: what a buyer must give up in order to obtain a product. Flexible.
Promotion: advertising, public relations, sales promotion, and personal selling.
Techniques to an effective strategic planning
Implementation
: the process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives.
A
task force
is a tightly organized unit under the direction of a manager who, usually, has broad authority. A task force is established to accomplish a single goal or mission
Evaluation
entails gauging the extent to which marketing objectives have been achieved during the specified time period.
No unrealistic implementation
Control:
provides the mechanisms for evaluating marketing results in light of the plan’s objectives and for correcting actions that do not help the organization reach those objectives within budget guide-lines.
Marketing audit
:a thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization.
the audit should profile existing weaknesses and inhibiting factors, as well as the firm’s strengths and the new opportunities available to it.
Comprehensive, Systematic, Independent, Periodic: Where are we now?
ESP should be an ongoing process because the environment is continually changing and the firm’s resources and capabilities are continually evolving.
REFERENCIAS:Charles W. Lamb, Joe F. Hair, Barry J. Babin, William G. Zikmund. (2019). Descubrimientos del mercado para el desarrollo de estrategias. Estados Unidos: Cenage Learning
