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Universidad Tec Milenio: Profesional Pn04002 Administración: Sesión 9 Marketing Orientado A Los Clientes
Universidad Tec Milenio: Profesional Pn04002 Administración: Sesión 9 Marketing Orientado A Los Clientes
Pn04002 Administración
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Algo de valor
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• Mejoramiento
• Compra • La idea de que una organización debe
• Financiamiento
• Venta satisfacer las necesidades de los clientes por
• Investigación medio de actividades coordinadas que
• Transportación
de mercados también le permitan conseguir sus propias
• Almacenamiento
• Toma de riesgos metas.
COMENTARIO BREVE
Determinar las verdaderas necesidades
del cliente es difícil, debido a que nadie comprende
qué es lo que motiva a la gente a comprar.
5 6
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Estrategias
Bases para la segmentación de para el mercado objetivo
mercados
Enfoque de mercado total
• Demográfica Compañía Estrategia de mercado única Mercado objetivo único
• Geográfica
• Psicográfica Enfoque de concentración
• Relativa al comportamiento Compañía Estrategia de mercado único
Mercados objetivos
múltiples
Enfoque de multisegmentos
Mercado objetivo
Compañía Estrategia de marketing 1
multisegmentado
Estrategia de marketing 2
13 14
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• Un bien, servicio o idea con atributos tangibles • Precio es el valor que se da a un producto o
e intangibles que proporcionan satisfacción y servicio que se intercambia entre un comprador
beneficio a los consumidores. y un vendedor.
• Los productos deben venderse con una
ganancia.
• Distribución es poner los productos a
disposición de los consumidores en las cantidades
y los lugares deseados.
17 18
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La mezcla de marketing
y el ambiente de marketing
Producto Créditos
Mtra. Selene Castro Álvarez
Promoción Consumidor Precio
Distribución
Fuerzas Fuerzas
tecnológicas competitivas
Ambiente de Marketing y económicas
25 26
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