Estrategia de Marketing y Comportamiento Del Consumidor

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Jstrmtjaim bj kmrgjna y `dkpdrtmkijntd bjh `dnsukibdr.

@umnbd jh birj`tdr bj kmrgjna bj unm jkprjsm d jh ajrjntj bj un jstmfhj`ikijntd `dkjr`imh phmnie`mn su ajsðn, mbjkís bj jstmr pjnsmnbd jn `ðkd hdarmr hds dfojvds quj sj hjs phmntjmn, tmkfién jnjn `dnstmntjkjntj jn `dnsibjrm`iðn `uíhjs sdn hms pjrsdnms u dramnizm`idnjs quj `dkprmn sus prdbu`tds, bðnbj hds `dkprmn, qué nivjh bj smsm``iðn dfjnjn mh `dnsukir bi`lds prdbu`tds y `uíh js su ikprjsiðn m`jr`m bjh prj`id quj pmamn pdr jhhds. Jstín tjnijnbd jn `ujntm, pdr hd tmntd, tdbd un `dnountd bj mspj`tds rjhm`idnmbds `dn hds `dkprmbdrjs, `uyd `dnd`ikijntd `dnd`ikijntd hjs lmfrí bj pjrkir drkuhmr hms jstrmtjaims bj njad`id. Bj jstm drkm, hms m``idnjs quj sj phmntjmrín rjmhizmr `dntjkphmrín m qué `dnsukibdrjs vmn biriaibms jxm`tmkjntj y jn un`iðn bj qué m`tdrjs tdkmn éstds sus bj`isidnjs bj `dkprm. Hm mphi`m`iðn bjh `dn`jptd bj kmrgjna `dnbu`j m hms jkprjsms m drijntmr sus jsujrzds m smsm`jr hms nj`jsibmbjs y bjsjds bj hds `dnsukibdrjs, rmzðn pdr hm quj bjfjn `dnd`jr `uíhjs sdn hds prdbu`tds quj bjsjmn hds `dnsukibdrjs, y pdr qué, `ðkd, `uínbd y bðnbj hds `dkprmn. Kjbimntj jstj `mpëtuhd `dkprjnbjrjkds, prj`ismkjntj, prj`ismkjntj, hd ikpdrtmntj quj js `dnd`jr jh `dkpdrtmkijntd bjh `dnsukibdr pmrm pdbjr bjsmrrdhhmr jstrmtjaims bj kmrgjna. Y pmrm pdbjr mvmnzmr jn hm `dkprjnsiðn bjh `dkpdrtmkijntd bjh `dnsukib `dnsukibdr dr trmtmrjkds bj lmhhmr unm rjspujstm mbj`umbm m prjauntms tmhjs `dkd hms siauijntjs? ´quién js jh `dnsukibdr4 ´]ué prdbu`tds mbquijrj4 Jh rjstd bj hds intjrrdamntjs quj tmkfién sdn bj intjrés rjsdhvjr (´pdr qué `dkprm4, ´`ðkd `dkprm4, ´`uínbd `dkprm4, ´bðnbj `dkprm4) sjrí mfdrbmbd jn hds `mpëtuhds siauijntjs.

=. Jh `dn`jptd bj kmrgjna y jh `dkpdrtmkijntd bjh `dnsukibdr.

Hds `dnsukibdrjs bjtjrkinmn hms vjntms y fjnje`ids bj hms jkprjsms `dn sus bj`isidnjs bj `dkprm. Bj mlë quj éstms sj vjmn dfhiambms m `dnd`jr `uíhjs sdn hds kdvds y hms m``idnjs quj hds `dnbu`jn m mbquirir unds prdbu`tds u dtrds. Y js quj bjh `dnd`ikijntd bj tdbd jhhd bjpjnbjrí, mh kjnds jn pmrtj, hm vimfihibmb bj hms jkprjsms. Sjrd hms jkprjsms ym nd jstín prjd`upmbms ÿni`mkjntj pdr mh`mnzmr unms `irms bj vjntms quj hjs mpdrtjn fjnje`ids, sind quj mbjkís sj `jntrmn jn jh bjsmrrdhhd je`ijntj bj hms jstrmtjaims bj kmrgjna, pdr hd quj jnjn jn `ujntm `uíhjs sdn hds m`tdrjs quj inuyjn jn hms bj`isidnjs bj hds `dnsukibdrjs. Y js quj `dnsibjrmn quj sðhd pdbrín jntrjamr unm djrtm bj vmhdr mh kjr`mbd `umnbd bjstmqujn mqujhhds mspj`tds quj `dndrkmn hms m`tubjs y hms pjr`jp`idnjs bjh `dnsukibdr. Bj jstm drkm, hds phmnjs bj kmrgjna lm`jn lin`mpié jn hds mspj`tds psi`dhðai` psi`dhðai`ds ds y sd`imhjs quj `dnbi`idnmn mh `dnsukibdr jn sus `dkprms, `dkd jh mldrrd bj jkpd, hd nutrivd, hm smhub, jh mspj`td si`d, hm `dnsjrvm`iðn bj hm nmturmhjzm d hm sjauribmb, jntrj ku`lds dtrds.

 

Hd quj fus`m jh `dkprmbdr nd js jh prdbu`td jn së, sind hds fjnje`ids d sjrvi`ids quj éstj hj mpdrtm. Sdr jstm rmzðn, hm jkprjsm, mh bjsmrrdhhmr su jstrmtjaim bj kmrgjna, lm bj `dnsibjrmr hds mspj`tds psi`dhðai`ds y sd`imhjs quj mj`tmn mh `dnsukibdr.

=.=. Jh `dn`jptd bj kmrgjna.

Hm ehdsdm ikphë`itm jn hm ajsðn bjh kmrgjna js hm bj prjstmr un sjrvi`id m hds `hijntjs bj hm dramnizm`iðn. @dkd `dnsj`ujn`im bj jhhd, hm smsm``iðn bj hms nj`jsibmbjs bj hds `hijntjs sj `dnvijrtj jn jh dfojvd prin`ipmh bj tdbm hm m`vibmb bj hm dramnizm`iðn, pujstd quj js jh kjodr kjbid bj hdarmr sus prdpids dfojvds bj `rj`ikijntd y rjntmfihibmb. Jstm ehdsdm bj m``iðn supdnj unm bdfhj bikjnsiðn pdr pmrtj bj hm jkprjsm? 



Zn mníhisis, sistjkí`d y pjrkmnjntj, bj hms nj`jsibmbjs bjh kjr`mbd, quj mpdrtj hm indrkm`iðn nj`jsmrim pmrm jh bjsmrrdhhd bj `dn`jptds bj prdbu`td rjntmfhjs, bjsnmbds m arupds bj `dkprmbdrjs jspj`ëe`ds, y quj prjsjntjn `umhibmbjs bisnvms quj hds bijrjn`ijn bijrjn`ij n bj hds `dkpjbdrjs inkjbimtds. Bj jstj kdbd, sj prjtjnbj quj jh prdbu`td `ujntj `dn unm vjntmom `dkpjvm burmbjrm y bjjnbifhj, hd quj `dnstuyj un dfojvd msianmbd lmfitumhkjntj mh kmrgjna jstrmtéai`d. Hm dramnizm`iðn bj jstrmtjaims bj vjntm y bj `dkuni`m`iðn, quj tjnamn jh prdpðsitd bj quj hds `dkprmbdrjs pdtjn`imhjs `dndz`mn y vmhdrjn hms `umhibmbjs bisnvms rjivinbi`mbms pdr hds prdbu`tds, y bj quj hds `dstjs bj prdspj``iðn jn hds quj in`urrmn pmrm mbquirirhds sjmn kënikds. Éstj js, unbmkjntmhkjntj, unbmkjntmhkjntj, jh pmpjh bjh kmrgjna dpjrm`idnmh d kmrgjna dpjrmvd.

Jstms bds bikjnsidnjs sdn tdtmhkjntj `dkphjkjntmrims jn jh sjnbd bj quj hm jhmfdrm`iðn bj un phmn jstrmtéai`d bj kmrgjna bjfj lm`jrsj jn jstrj`lm rjhm`iðn `dn jh kmrgjna dpjrm`idnmh.

=.6. Hm jvdhu`iðn bjh kmrgjna.

Jh kmrgjna nd sijkprj lm `jntrmbd su intjrés jn hds kiskds mspj`tds, pujs trms su driajn `dkd bis`iphinm m prin`ipids bjh siahd \\ lm ibd `mkfimnbd su drijntm`iðn lm`im jh intjr`mkfid, `dkd `dnsj`ujn`im `dnsj`ujn` im bj hm `rj`ijntj `dkphjoibmb bjh jntdrnd tj`ndhðai`d, j`dnðki`d y sd`imh, lmstm dtdramr, enmhkjntj, un pmpjh rjhjvmntj mh `dnsukibdr. Jn jstj sjnbd pdbjkds bisnauir trjs drijntm`idnjs d jndqujs bj mphi`m`iðn bj hm ehdsdm bj kmrgjna. Jn jh jndquj u drijntm`iðn lm`im hm prdbu``iðn, js hm jkprjsm hm quj bj`ibj qué js hd quj sj lm bj prdbu`ir, sdn `dnd`ibms y jstmfhjs hms nj`jsibmbjs bj hds `dnsukibdrjs y js js`msm hm inndvm`iðn tj`ndhðai`m. Jn jstds `msds, hds `dnsukibdrjs jnjn pd`ms pdsifihibmbjs bj jhj``iðn jntrj prdbu`tds. Smrm hms jkprjsms hm prjd`upm`iðn pridritmrim js bjsmrrdhhmr su `mpm`ibmb bj prdbu``iðn, pujstd quj tdbd hd quj mfri`mn sj m`mfm vjnbijnbd. Jn `dnsj`ujn`im, jh énmsis jstí jn mfri`mr mh kjndr

 

`dstj pdsifhj, kijntrms quj hm m`vibmb bj kmrgjna sj hikitm m msjaurmr hm kmydr bistrifu`iðn bj hds prdbu`tds, pmrm quj jstén m``jsifhjs jn jh kjr`mbd. Jh jndquj prdbu``iðn sdsjnj quj hds `dnsukibdrjs prjjrirín mqujhhds prdbu`tds quj jstén kuy bispdnifhjs y sjmn bj fmod `dstj. Bj jstj kdbd, hds birj`tdrjs bj dramnizm`idnjs `dn jndquj prdbu``iðn `dn`jntrmn sus jsujrzds jn mh`mnzmr j`dndkëms bj js`mhm y unm mkphim bistrifu`iðn pmrm sus prdbu`tds. Jh joj bjh njad`id js hm ífri`m, y sj prjtjnbj kís fijn lm`jr prdbu`tds quj lm`jr `hijntjs. Hm drijntm`iðn lm`im hms vjntms jnj huamr jn hds kjr`mbds jn hds quj jh bjsmrrdhhd tj`ndhðai`d pjrkitj mukjntmr hm prdbu``iðn y rjbu`ir hds `dstjs unitmrids, hm djrtm pujbj mtjnbjr hm bjkmnbm ahdfmh, hm `dkpjtjn`im sj intjnsie`m y hds `dnsukibdrjs jnjn kís pdsifihibmbjs bj jhj``iðn. Jh jndquj vjntms msukj quj jh `dnsukibdr pi`d kujstrm rj`ijn`ims mntj hm mbquisi`iðn bj hds prdbu`tds, y bjfj sjr jskuhmbd pmrm quj `dkprj kís. Bj jstj kdbd, hms jkprjsms rj`urrjn m unm mkphim amkm bj ljrrmkijntms bj vjntm y bj prdkd`iðn `dn hms quj jskuhmn hds kjr`mbds. Hm drijntm`iðn lm`im jh kmrgjna suraj `umnbd hm djrtm js kmydr quj hm bjkmnbm y, jn `dnsj`ujn`im, `dnsj`ujn` im, hm `dkpjtjn`im js kuy intjnsm. Jh énmsis sj pdnj mquë jn ibjne`mr y smsm`jr hms nj`jsibmbjs bjh `dnsukibdr, y jh dfojvd js prdbu`ir mqujhhd quj jh kjr`mbd bjkmnbm. Nd sj prjtjnbj, pdr hd tmntd, vjnbjr pdr tdbds hds kjbids fijnjs nd mbj`umbds m hds austds bjh `dnsukibdr. @jntrmrsj jn jh prdbu`td jn së kiskd `dnstuyj unm situm`iðn bj kidpëm, quj ym uj mbvjrbm pdr Rljdbdrj Hjvi jn =953, mh jstmfhj`jr hms bijrjn`ims jntrj jh jndquj bj vjntms y jh jndquj kmrgjna? ‘Kijntrms quj jh jndquj vjntms sj `jntrm jn hms nj`jsibmbjs nj`jsibmbjs bjh vjnbjbdr, jh jndquj kmrgjna hd lm`j jn hms nj`jsibmbjs bjh `dkprmbdr. Jh jndquj vjntms sj prjd`upm pdr trmnsdrkmr jh prdbu`td jn inarjsds pdr `mom, y jn `mkfid jh jndquj kmrgjna sj `jntrm jn smsm`jr hms nj`jsibmbjs bjh `hijntj pdr kjbid bjh prdbu`td y bjh `dnountd bj fjnje`ids msd`imbds `dn su jntrjam y `dnsukd.‛ R. Hjvi (=953, ouhid-madstd). ‘Kmrgjna kydpim‛. Lmrvmrb Fusinjss Vjvijw. Jh jndquj kmrgjna sdsjnj quj hm `hmvj pmrm mh`mnzmr hds dfojvds bj hm dramnizm`iðn `dnsistj jn ibjne`mr hms nj`jsibmbjs y bjsjds bjh pÿfhi`d dfojvd y jn sjr kís jj`vds quj hds `dkpjbdrjs m hm ldrm bj `rjmr y drj`jr vmhdr m hds `dnsukibdrjs quj hd intjarmn. Jh pmsd bj unm drijntm`iðn lm`im hms vjntms m unm drijntm`iðn mh kmrgjna rjquijrj bj hm intrdbu``iðn bj `mkfids jn hms m`vibmbjs bj hm jkprjsm tmhjs `dkd hds siauijntjs (L. Mssmjh, =991)?  

  

Hm invjsam`iðn bjh `dkpdrtmkijntd bjh `dnsukibdr. Hm mbdp`iðn bj un kmr`d drijntmbd mh `dnsukibdr pmrm jhmfdrmr hms jstrmtjaims bj kmrgjna. Hm kjbi`iðn bj hds m`tdrjs quj inuyjn m hds `dnsukibdrjs `umnbd `dkprmn. Hm sjakjntm`iðn bjhbjh kjr`mbd. Jh pdsi`idnmkijntd prdbu`td pmrm smsm`jr hms nj`jsibmbjs bj hds `dnsukibdrjs.

 

 

Znm kmydr sjhj`vibmb jn hms m`vibmbjs bj pufhi`ibmb y jn hm vjntm pjrsdnmh. Zn usd kís sjhj`vd bj hds kjbids bj `dkuni`m`iðn y hds `mnmhjs bj bistrifu`iðn y vjntm.

Sdbjkds `dn`huir quj hm m`jptm`iðn y mphi`m`iðn bjh `dn`jptd bj kmrgjna rjquijrj bjh rj`dnd`ikijntd, rj`dnd`ikijn td, pdr pmrtj bj hms jkprjsms, bj quj hds bjtjrkinmntjs bjh `dkpdrtmkijntd bjh `dnsukibdr sdn rjhjvmntjs jn hm drkuhm`iðn bj hms jstrmtjaims bj kmrgjna. Mnmhizmr hms drtmhjzms y bjfihibmbjs bj hm `mrtjrm m`tumh bj prdbu`tds, ibjne`mr nujvms dpdrtunibmbjs bj kjr`mbd y bjsmrrdhhmr jstrmtjaims bj kmrgjna quj inuymn jn hds `dnsukibdrjs sdn tmrjms unbmkjntmhjs pmrm un birj`vd bj kmrgjna. Sjrd pmrm pdbjrhms rjmhizmr, éstj rjquijrj bj indrkm`iðn sdfrj bjtjrkinmntjs bjh `dkpdrtmkijntd bjh `dnsukibdr tmhjs `dkd sus nj`jsibmbjs, pjr`jp`idnjs, m`tubjs j intjn`idnjs. Pðhd msë pdbrí bjenir y sjakjntmr jh kjr`mbd, bjtjrkinmr hms nj`jsibmbjs bjh sjakjntd dfojvd, bjsmrrdhhmr jstrmtjaims fmsmbms jn hms nj`jsibmbjs, m`tubjs y pjr`jp`idnjs pjr`jp`idnjs bj hds `dnsukibdrjs, jvmhumr hms jstrmtjaims bj kmrgjna y prjbj`ir, jn hm kjbibm bj hd pdsifhj, jh `dkpdrtmkijntd uturd bj hds `dnsukibdrjs.

6. ´]ué js jh `dkpdrtmkijntd bjh `dnsukibdr4

Hm rjspujstm m hm prjauntm sdfrj qué js jh `dkpdrtmkijntd bjh `dnsukibdr pujbj sjr mfdrbmbm bjsbj kÿhphjs pjrspj`vms.= pjrspj`vms.= Pin jkfmrad, m hds jj`tds quj nds d`upmn, sj pujbj jntjnbjr jh `dkpdrtmkijntd bjh `dnsukibdr (Q.H. Qihgij, =992) `dkd jh `dnountd bj m`vibmbjs quj rjmhizmn hms pjrsdnms `umnbd sjhj``idnmn, `dkprmn, jvmhÿmn y uhizmn fijnjs y sjrvi`ids, `dn jh dfojtd bj smsm`jr sus bjsjds y nj`jsibmbjs, m`vibmbjs m`vibmbjs jn hms quj jstín ikphi`mbds prd`jsds kjntmhjs y jkd`idnmhjs, msë `dkd m``idnjs si`ms. @umnbd lmfhmkds bj `dnsukibdrjs, nds pdbjkds rjjrir tmntd m un niýd bj `in`d mýds quj hj pibj m su pmbrj quj hj `dkprj un @lupm-@lups, `dkd m un birj`vd quj bj`ibj jh jquipmkijntd indrkí`d bj su jkprjsm. Hds fijnjs y sjrvi`ids quj sj `dkprmn d `dnsukjn in`huyjn in`huyjn unm smnbëm, un `drtj bj pjhd, un riadrëe`d d jstrjhhms bj `inj d bj hm kÿsi`m. Bj hm mntjridr bjeni`iðn sj bjbu`jn hms siauijntjs `mrm`tjrës`ms bjh `dkpdrtmkijntd bjh `dnsukibdr (A. Fjrjnaujr, 6333)?

=) Jh `dkpdrtmkijntd bjh `dnsukibdr js un prd`jsd quj in`huyj nukjrdsms m`vibmbjs.

Jstj prd`jsd mfmr`m tdbms hms m`vibmbjs quj prj`jbjn, m`dkpmýmn y siaujn m hms bj`isidnjs bj `dkprm, y jn hms quj jh inbivibud intjrvijnj m`vmkjntj `dn jh dfojtd bj jj`tumr sus jhj``idnjs `dn `dnd`ikijntd bj `musm. Bi`ld prd`jsd, quj kís mbjhmntj sj trmtmrí `dn kmydr jxtjnsiðn, `dnstm bj trjs jtmpms? M. Hm prj`dkprm, prj`dkprm, jn hm quj jh `dnsuk `dnsukibdr ibdr bjtj`tm bjtj`tm nj`jsibmb nj`jsibmbjs js y prdfhjkms, prdfhjkms, fus`m fus`m indrkm`iðn, pjr`ifj hm djrtm `dkjr`imh, rjmhizm visitms m hms jnbms, jvmhÿm y sjhj``idnm mhtjrnmvms.

 

F. Hm `dkprm, `dkprm, jn hm quj jh `dnsukib `dnsukibdr dr sjhj``idnm sjhj``idnm un jstmfhj jstmfhj`iki `ikijntd, jntd, bjhiki bjhikitm tm hms `dnbi`idnjs bjh intjr`mkfid y sj jn`ujntrm sdkjbd m unm ujrtj inujn`im bj vmrimfhjs situm`idnmhjs quj prd`jbjn, unbmkjntmhkjntj, bj hm jnbm. @. Hm pds`dkprm pds`dkprm,, quj jnj huamr huamr `umnbd `umnbd sj uhizmn uhizmn hds hds prdbu`tds, prdbu`tds, hd hd quj hhjvm, hhjvm, m su vjz, m hm mpmri`iðn bj sjnsm`idnjs bj smsm``iðn d bj insmsm``iðn. @dkd vjkds, jh `dkpdrtmkijntd bjh `dnsukibdr `dkprjnbj nd sðhd hm bj`isiðn bj `dkprm, sind tmkfién un `dnountd bj m`vibmbjs birj`tmkjntj msd`imbms m jhhm. Rmhjs m`vibmbjs `dnbi`idnmn hm bj`isiðn bj `dkprm jn `ijrtm drkm, pdr `umntd prdpdr`idnmn `ritjrids y rjmhikjntm`idnjs `mpm`js bj inuir jn hms jhj``idnjs quj pdstjridrkjntj jj`tumrí jh `dnsukibdr.

6) Jh `dkpdrtmkijntd bjh `dnsukibdr js unm `dnbu`tm kdvmbm.

Rdbd prd`jsd bj tdkm bj bj`isidnjs `dkijnzm `umnbd jh `dnsukibdr nj`jsitm, bjsjm d quijrj `dkprdkjtjrsj jn `dkpdrtmkijntds bj `dkprm y `dnsukd, jn rjspujstm m bjtjrkinmbds jskuhds. Bi`lds jskuhds pujbjn sjr bj bijrjntj nmturmhjzm. Jn d`msidnjs sjrín jskuhds situm`idnmhjs, `dkd pdr jojkphd unm `uým pufhi`itmrim bj rmbid. Dtrms vj`js sj trmtmrí bj jskuhds pjrsdnmhjs, `dkd pdr jojkphd tjnjr quj lm`jr un rjamhd. Hm kdvm`iðn bjh `dnsukibdr js `dnbi`iðn sinj qum ndn pmrm quj sj `dkijn`j m bjsmrrdhhmr jh prd`jsd bj bj`isiðn bj `dkprm. Hms nj`jsibmbjs, bispdsi`idnjs, bjsjds d ikpuhsds bj `dkprdkjtjrsj jn `dnbu`tms bj `dkprm sj trmbu`irín jn hm jxistjn`im y rj`dnd`ikijntd rj`dnd`ikijntd bj un prdfhjkm quj jh `dnsukibdr tjnbrí quj rjsdhvjr. Bjsbj jh puntd bj vistm bj hm jstrmtjaim bj kmrgjna, hms nj`jsibmbjs quj sj bjenmn jn jh prd`jsd bj `dkprm hhjvmrín m hm dramnizm`iðn m tdkmr pdsi`idnjs rjspj`td bjh vmhdr quj sus prdbu`tds bjfjrín drj`jr m hds `hijntjs.

0) Jh `dkpdrtmkijntd bjh `dnsukibdr pdnj jn eun`idnmkijntd jh sistjkm psi`dhðai`d bjh inbivibud.

Mh bjsmrrdhhmr jh `dkpdrtmkijntd bj `dkprm, hds `dnsukibdrjs pdnjn jn un`idnmkijntd tdbd su sistjkm psi`dhðai`d? `danivd, mj`vd y `dnbu`tumh. `dnbu`tumh. Hm rjhjvmn`im bj `mbm pd bj vmrimfhj jn un kdkjntd bjtjrkinmbd bjpjnbjrí tmntd bjh prdpid inbivibud y bj su situm`iðn mnëki`m `dn`rjtm `dkd bjh prdbu`td quj prjtjnbm `dkprmr, msë `dkd bj hds m`tdrjs situm`idnmhjs quj jstén in`ibijnbd jn jh prd`jsd bj bj`isiðn.

Fifhidarmm? 

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