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Of the four elements of the marketing-mix, determine which are strategic or long-term
instruments and which are tactical or short-term.
The product and distribution are strategic or long-term instruments, they are
elements that cannot be modified immediately or easily and their use must be
properly planned.
Price and communication are tactical or short-term instruments, they are elements
that can be modified, within certain limits, relatively quickly and easily.
Una cadena hotelera ofrece a sus clientes una tarjeta de fidelización y les envía
periódicamente a sus domicilios un boletín con ofertas, novedades, nuevos servicios
y noticias de las ciudades en las que se ubica la cadena. ¿Qué tipo de marketing está
aplicando?
Marketing de relaciones.
A hotel chain offers its customers a loyalty card and periodically sends a newsletter
to their homes with offers, news, new services and news from the cities in which the
chain is located. What type of marketing are you applying?
Relationship marketing.
Existen tres perspectivas desde las que se estudia el concepto de marketing. Nombre
y explica cada una de ellas.
● Marketing como filosofía, enfoque global que debe impregnar a toda la empresa.
Consiste en la manera de concebir y de entender la relación de intercambio que se
establece entre la empresa y sus mercados. Con el objetivo de obtener la
satisfacción del modo más beneficioso, tanto para el consumidor como para la
empresa.
● Marketing como estrategia, reflexión sobre el entorno de la empresa, el análisis
exhaustivo del mercado actual, y de las necesidades de los clientes. Establece los
objetivos en el largo y corto plazo y planifica las estrategias adecuadas para
lograrlos.
● Marketing como función, forma específica de ejecutar la relación de intercambio. El
objetivo es satisfacer a los consumidores y facilitar el logro de los objetivos de la
empresa de forma rentable.
There are three perspectives from which the concept of marketing is studied. Name
and explain each of them.
● Marketing as a philosophy, a global approach that must permeate the entire
company. It consists of the way of conceiving and understanding the
exchange relationship established between the company and its markets.
With the aim of obtaining satisfaction in the most beneficial way, both for the
consumer and for the company.
● Marketing as a strategy, reflection on the business environment, exhaustive
analysis of the current market, and customer needs. Set long-term and
short-term goals and plan appropriate strategies to achieve them.
● Marketing as a function, a specific way of executing the exchange
relationship. The objective is to satisfy consumers and facilitate the
achievement of the company's objectives in a profitable way.
Indica cuáles son los instrumentos del marketing-mix. ¿Con qué otros nombres se
conoce al marketing-mix?
Los instrumentos son el precio, producto, distribución, promoción. Se conocen como
marketing operativo, marketing-mix y variables controlables.
Indicate which are the instruments of the marketing-mix. By what other names is the
marketing mix known?
The instruments are price, product, distribution, promotion. They are known as
operational marketing, marketing-mix and controllable variables.