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Marketing
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Y el valor del cliente
Que es el Marketing?
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Es una actividad. Un conjunto de instituciones yprocesos de creación, comunicación, entrega e
intercambio de ofertas que tienen valor para losclientes, los socios y la sociedad en su conjunto.
(2007, AMA)
proceso del Marketing
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Determinarnecesidadesy deseos
Diseñar unaestrategia demarketingorientada alcliente
Construir unprograma demarketingque ofrezcaun mayorvalor
Entablarrelaciones ysatisfacer alcliente
Capturarvalor delcliente paralograrbeneficios
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Necesidades Deseos
Demanda
DeseoNecesidad
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Ofertas del Mercado
What is marketed?Bienes
Servicios
Eventos
Experiencias
Personas
Lugares
Propiedades
Organizaciones
Información
Ideas
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Bienes
Servicios
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Eventos
Eventos
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Experiencias
Personas
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Lugares
Propiedades
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Organizaciones
Información
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miopía de Marketing
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Marketing eIntercambioMarketing eIntercambio
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PRODUCTOPRODUCTO PAGOPAGO
Marketer Cliente
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Intercambio
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Mercado
Sistema delMarketing
Prov
eedo
res
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Compañia
Competidores
Intermediarios
FUERZAS AMBIENTALES
Consumidores
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Estrategia de marketingorientada al cliente
GESTION DE MARKETING
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SELECCIÓN DE CLIENTES
ELEGIR PROPUESTA DE VALOR
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Gestion de Marketing
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Seleccion de clientesSegmentacion
Orientacion
Propuesta de Valor
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CONCEPTO DEPRODUCCION
Management orientations
CONCEPTO DEPRODUCTO
CONCEPTO DEVENTA
CONCEPTO DEMARKETING
CONCEPTOSOCIAL
Concepto de ProduccionLos consumidores prefieren productos que esteandisponibles y a bajo precio.
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Concepto de ProductoLos consumidores prefieren productos que ofrezcanuna mejor calidad, rendimiento y caracteristicasinnovadoras
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Los consumidores nocompraran lo suficiente sin unaventa a gran escala y esfuerzode promoción
Concepto de Venta
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Enfocarse en satisfacer las necesidades y deseosdel mercado meta.
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Concepto de Marketing
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Concepto de Marketing SocialLa estrategia de marketing debe entregar valor a los clientesde manera que mantenga o mejore tanto la condición de losconsumidores y el bienestar social.
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Entablando relaciones con los clientes
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Valor
Satisfaccion del cliente
Nivel deExpectativa
Rend
imien
to
SATISFACCION
Insatisfaccion
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Niveles de Relaciones
RELACION BASICA
ASOCIACIONES COMPLETAS
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Las Relaciones de hoy
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Partner relationshipmanagement
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Partner relationshipmanagement
OUTSIDE
INSIDE
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Capturando Valor de los clientes
Proporcion del cliente
Ventas paratu firma
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Equidaddel cliente
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El cambiante panorama del Marketing
Era Digital
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Globalizacion
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65%
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Ethics demands
Marketing Sin fines de lucroCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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