Lectura Principal Conceptos de Marketing

 

 

@s kuy br`ju`dt` qu` lhs p`rsfdhs jfdbudahd `l jfdj`ptf a` khrn`tedi jfd `l jfdj`ptf a` v`dths, f r`auzjhd `l jfdj`ptf h udh hjteveaha a` pumlejeaha, prfkfjeúd f prfphihdah. W`rf `l jfdj`ptf a`l khrn`tedi `s kujcf kès. Lh k`rjhaft`jdeh, `d `s`djeh, `s udh `strht`ieh mhshah `d lh åtejh y `l r`sp`tf pfr `l jfdsukeafr, phrh shtesbhj`r sus d`j`seaha`s y qu` `llf h lh v`z r`p`rjuth `d lh r`dthmeleaha a` lh `dteaha prfaujtfrh a` me`d`s, s`rvejefs f ea`hs. @l k`rjha`f `s ud prfj`sf i`r`djehl qu` r`hlezh `l hdèleses, plhd`hjeúd, ekpl`k`dthjeúd y jfdtrfl s`rvejefs fbr`jeafs, aes`øhafs freied`d vhlfr`s a` jfdlfsk`rjhafs k`r jhafs s`l`jjefdhafs, jfd `lphrh bed qu` a` hlzhr lfs edt`rjhkmefs prfpúsetfs yvfludthrefs keseúd a` a` lh frihdezhjeúd. Z` mhsh `d `s`djeh, `d lh jr`hjeúd a` fb`rths a` s`rvejefs a` hju`raf h lhs d`j`seaha`s y a`s`fs a` lfs k`rjhafs s`l`jjefdhafs, jfd pflëtejhs a` pr`jefs ha`juhahs>  mu`dh aestremujeúd y `dtr`ih a` s`rvejefs f prfaujtfs y jlhrfs fmo`tevfs a` jfkudejhjeúd  phrh kftevhr udh hjjeúd a` jfkprh y shtesbhj`r hsë h lfs jle`dt`s a`l k`rjhaf. @l k`rjha`f `s udh je`djeh edt`irhafrh, aedèkejh jfd lh juhl s` pr`t`da` qu` lh `dteaha a` shlua s` fre`dt` se`kpr` chjeh `l jle`dt`, chjeh `l k`rjhaf y lfir` ud `xj`l`dt` r`jfdfjeke`dtf, mhshaf `d lfs m`d`bejefs a` sus s`rvejefs jfd `l predjepef a` lh jhleaha. Lhs frihdezhjefd`s a` juhlque`r tepf pu`a`d t`d`r aeb`r`dt`s fre`dthjefd`s `d lh khd`rh a` `o`juthr sus hjteveaha`s, eda`p`dae`dt` a` qu` `llhs s`hd pr`sthr ud s`rvejef a` shlua, fbr`j`r s`rvejefs `aujhtevfs, v`da`r `l`jtrfafkåstejfs, k`aejhk`dtfs f pr`sthr aed`rf.

H dev`l i`d`rhl s` pu`a` edaejhr qu` lfs fmo`tevfs a`l khrn`tedi sfd?

  Khxekezhjeúd `d lh shtesbhjjeúd a` lfs jfdsukeafr`s   Khxekezhjeúd `d `l jfdsukf (prfaujjeúd y jfk`rjehlezhjeúd)   K`ofrhs `d lh jhleaha a` veah y `d lh shlua (K`rjha`f sfjehl)

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Memlefirhbëh? Cfspethl y `kpr`sh  ‚Cfspethl Pdev`rsethref Zhd Rej`dt` a` Whul Khrn`tedi `d kuy pfjhs phlhmrhs

 

 

Whrte`daf a` lh a`bedejeúd jlèsejh a` khrn`tedi qu` chj` r`b`r`djeh h lh hjteveaha cukhdh juyh bedhleaha jfdsest` `d shtesbhj`r lhs d`j`seaha`s a`l s`r cukhdf k`aehdt` prfj`sfs a` edt`rjhkmef, `s br`ju`dt` `djfdtrhr `d lh let`rhturh “du`vhs‛ vhrehjefd`s a`l khrn`tedi?

  Khrn`tedi Zfjehl? @strht`iehs `kpl`hahs phrh v`da`r ea`hs, hjtetua`s y

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jfdaujths aereieahs h k`ofrhr lh jhleaha a` veah a` lh sfje`aha `d i`d`rhl. @s ud tepf a` khrn`tedi jfd pl`df a`shrrfllf.  Khrn`tedi ]`lhjefdhl? Z` mhsh df thdtf `d lh trhdshjjeúd, sedf `d lh ekplejhjeúd  p`rsfdhl chjeh lfs jle`dt`s h trhvås a` lh jfdstrujjeúd a` r`lhjefd`s jfdsest`dt`s, aurha`rhs y r`l`vhdt`s jfd `llfs.   Khrn`tedi Mfjh h Mfjh? @l khrn`tedi mfjh h mfjh df `s r`hlk`dt` ud tepf a` khrn`tedi. Qe`d` qu` v`r kès jfd fbr`j`r ud s`rvejef hl jle`dt` thl qu` lfs jle`dt`s s` se`dthd ekpulshafs h chmlhr sfmr` `l keskf. Zuri` dhturhlk`dt` a` lhs juhleaha`s pfsetevhs a`l prfaujtf.  Khrn`tedi Lht`rhl? Z` r`be`r` hl a`shrrfllf a` prfaujtfs qu` s` fbr`zjhd jfkf jfkpl`k`dthrefs a` prfaujtfs `xest`dt`s f hprfv`jchdaf lh keskh edbrh`strujturh.  Khrn`tedi R`ra`? @l khrn`tedi v`ra`, ierh `d tfrdf h lfs m`d`bejefs hkme`dthl`s qu` pu`a` prfaujer udh frihdezhjeúd.  Khrn`tedi Rerhl? Qåjdejhs a` khrn`tedi qu` edt`dthd `xplfthr r`a`s sfjehl`s y ftrfs k`aefs `l`jtrúdejfs, phrh prfaujer edjr`k`dtfs `xpfd`djehl`s `d r`dfkmr`

a` khrjh, k`aehdt` prfj`sfs a` hutfr - r`plejhjeúd verhl, hdèlfifs h lh `xphdseúd a` ud verus edbfrkètejf.    Khrn`tedi =.7 y :.7? Zuri`d a` lh du`vh flh a` t`jdflfiëhs. t `jdflfiëhs. Ekplejh udh r`lhjeúd a` kujcfs h kujcfs `dtr` lh jfkphøëh y lfs jfdsukeafr`s. Lh ea`h `s `sthml`j`r jfd`xefd`s budjefdhl`s y `kfjefdhl`s jfd aev`rshs jfkudeaha`s a` jle`dt`s.    D`urfkhrn`tedi? @s ud khrn`tedi mhshaf `d lhs r`spu`sths j`r`mrhl`s a` lhs  p`rsfdhs. Ptelezh c`rrhke`dths jfkf lh prfirhkhjeúd d`urflediüëstejh phrh `xplfrhr y shtesbhj`r lhs d`j`seaha`s y a`s`fs a`l s`r.  

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Memlefirhbëh? Cfspethl y `kpr`sh  ‚Cfspethl Pdev`rsethref Zhd Rej`dt` a` Whul Khrn`tedi `d kuy pfjhs phlhmrhs

 

 

Jfkf s` ch k`djefdhaf, `l fmo`tevf tèjtejf budahk`dthl a`l khrn`tedi `s `l a` prfaujer udh r`hjjeúd `d `l k`rjhaf qu` p`rketh hljhdzhr, khdt`d`r f aeskeduer lh phrtejephjeúd a` k`rjhaf a` lfs  prfaujtfs f s`rvejefs a` lh `kpr`sh y `d `s` jfdt`xtf, `l khrn`tedi ch a`kfstrhaf qu` `xest`d 1 `o`s budahk`dthl`s phrh tfkhr udh a`jeseúd y s` chd a`dfkedhaf lhs 1W a`l khrn`tedi? Wrfaujtf, Wr`jef, Wlhzh y Wrfkfjeúd.

  Wrfaujtf? Qfaf `l`k`dtf, thdieml` f edthdieml` qu` shtesbhj` ud a`s`f f udh

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d`j`seaha a` lfs jfdsukeafr`s f usuhrefs y qu` s` jfk`rjehlezh `d ud k`rjhaf. @l prfaujtf a`m` s`r jhphz a` shtesbhj`r `bejhzk`dt` d`j`seaha`s f a`s`fs `sp`jëbejfs y i`d`rhr pr`b`r`djeh pfr phrt` a` a ` lfs jfdsukeafr`s.   Wr`jef? Kfdtf a` aed`rf qu` `stèd aespu`stfs h phihr lfs jfdsukeafr`s f usuhrefs phrh lfirhr `l usf, pfs`seúd f jfdsukf a` ud prfaujtf f s`rvejef `sp`jebejhaf. @l fmo`tevf a` `st` jfkpfd`dt` `s hs`iurhr ud dev`l a` pr`jef  phrh `l prfaujtf f s`rvejef qu` r`spfdah h lfs fmo`tevfs a`l khrn`tedi `sthml`jeafs jfd hdt`refreaha.    Wlhzh?  @s lh `strujturh edt`rdh y `xt`rdh qu` p`rket` `sthml`j`r `l vëdjulf bësejf `dtr` lh `kpr`sh y sus k`rjhafs phrh p`rketer lh jfkprh a` sus  prfaujtfs f s`rvejefs.    Wrfkfjeúd?  Zfd lhs hjteveaha`s qu` r`hlezhd lhs `kpr`shs k`aehdt` lh `keseúd a` k`dsho`s qu` te`d`d jfkf fmo`tevf ahr h jfdfj`r sus prfaujtfs f s`rvejefs y sus v`dthohs jfkp`tetevhs jfd `l bed a` prfvfjhr lh edaujjeúd a` jfkprh `dtr` lfs jfdsukeafr`s f usuhrefs.  

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@stfs 1 jfkpfd`dt`s budjefdhdaf ha`juhahk`dt` `d rhzúd a` lfs fmo`tevfs prfpu`stfs, s` a`dfkedh Khrn`tedi Kex f K`zjlh a` K`rjha`f y s` a`bederè jfkf `l jfdoudtf a` c`rrhke`dths tèjtejhs jfdtrflhml`s a` k`rjhaft`jdeh qu` lh `kpr`sh jfkmedh phrh prfaujer udh r`spu`sth a`s`hah `d `l k`rjhaf k`th. Lh k`zjlh a` k`rjha`f edjluy` tfaf lf qu` lh `kpr`sh pu`a` chj`r phrh edbluer `d lh a`khdah. Haejefdhlk`dt`, hl phrter a`l `o` prekhref qu` sfd lhs 1W, `d lh let`rhturh thkmeåd s` `dju`dtrhd kujchs bfrkhs a` plhdt`hr `l khrn`tedi kex mhshaf `d `llhs `djfdtrhdaf?

  @l `squ`kh a` lhs 1H? Ptelezh ud l`diuho` kès hj`pthaf pfr prfb`sefdhl`s a` èr`hs

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df hakedestrhtevhs, jfkf `d `l jhsf a` lh shlua, afda` s` hj`pth kès bèjelk`dt` chmlhr a` hdèleses, hahpthjeúd, hjtevhjeúd y huaetfrëh.

 

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@l @squ`kh a` lhs 1J?Jfdt`xtf, @st` `squ`kh kès yhsfjehaf hl khrn`tedi kfa`rdf `stè edt`irhaf pfr Jfdt`deaf, Jfd`xeúd Jfkudeaha

Memlefirhbëh? Cfspethl y `kpr`sh  ‚Cfspethl Pdev`rsethref Zhd Rej`dt` a` Whul Khrn`tedi `d kuy pfjhs phlhmrhs

 

 

8.  Aeb`r`djehjeúd? @s udh jhrhjt`rëstejh qu` r`shlth `d `l k`rjhaf y jfd lh juhl udh `kpr`sh, prfaujtf, s`rvejef f khrjh `s ea`dtebejhah y lh pfsejefdhd `d lh k`dt` a a`` lfs usuhrefs. =.  Wfsejefdhke`dtf? @s `l “luihr‛ qu` `d lh p`rj`pjeúd k`dthl a` ud jle`dt` f jfdsukeafr te`d` udh khjhr, lf qu` jfdstetuy` lh predjephl aeb`r`djeh qu` `xest` `dtr` `sth y su jfkp`t`djeh. :.  Khrjh? @d tårkedfs tåjdejfs, khrjh `s ud dfkmr`, tårkedf sekmúlejf f aes`øf qu` serv` phrh ea`dtebejhr lfs prfaujtfs f s`rvejefs y aeb`r`djehrlfs a` lh jfkp`t`djeh. jfkp` t`djeh. Zed `kmhrif a`sa` ud pudtf a` vesth a` k`rjha`f `sth a`bedejeúd s` hkpleh y s` r`be`r` h lh prfk`sh prfk`sh a` udh phrt` v`da`afrh a` prfpfrjefdhr, a` bfrkh jjfdsest`dt` fdsest`dt` h lfs jfkprhafr`s ud jfdoudtf `sp`jëbejf a` jhrhjt`rëstejhs, jh rhjt`rëstejhs, m`d`bejefs y s`rvejefs. 1.  Jle`dt`? @s que`d hjj`a` h ud prfaujtf f s`rvejef pfr k`aef a` udh trhdshjjeúd bedhdje`rh u ftrf k`aef a` phif. Pd jle`dt` `s ud edaeveauf qu` hmr` `sphjefs y jfkprfk`t` r`jursfs phrh edt`rhjtuhr jfd ftrfs edaeveaufs. 0.  Rhlfr hir`ihaf? @s `l vhlfr haejefdhl qu` haque`r`d lfs me`d`s y s`rvejefs hl s`r trhdsbfrkhafs aurhdt` `l prfj`sf prfaujtevf.

Memlefirhbëh? Cfspethl y `kpr`sh  ‚Cfspethl Pdev`rsethref Zhd Rej`dt` a` Whul Khrn`tedi `d kuy pfjhs phlhmrhs