Manual 2017-II - Introducción al Marketing (2256) - VF 14-08-2017.pdf
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Introducción al Marketing(Original)...
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Introducción al Marketing
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INTRODUCCIÓN AL MARKETING
3
Índice Presentación Red de contenidos
7 9
Unidad de Aprendizaje 1
FUNDAMENTOS, EVOLUCIÓN DEL MARKETING Y ADMINISTRACIÓN DE LA DEMANDA 11 1.1 Tema 01 : Definiciones importantes de Marketing 11 1.1.1 : ¿Qué es el Marketing? 12 Conceptos centrales del Marketing: Necesidades, deseos, 1.1.2 : demanda, intercambio, mercado, producto, servicio. 13 1.1.3 : El Marketing Mix 17 1.1.4 : Marketing Digital 19 1.2 Tema 02 1.3.1 1.3.2 1.3.3 1.3.4
: : : : :
Filosofías de dirección de Marketing La demanda y su administración Tipos de demanda Dirección de marketing Filosofías de dirección de marketing
Unidad de Aprendizaje 2
LA SEGMENTACIÓN DE MERCADOS 2.1 Tema 03 : Entorno de Marketing 2.1.1 : Entorno de Marketing 2.1.1.1 : Macroentorno 2.1.1.2 : Microentorno 2.2 Tema 04 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7
: : : : : : : :
Segmentación de mercados Factores y criterios para la segmentación Segmento de mercado Segmentación de mercado de consumo Selección de mercado meta Ventajas y desventajas de la segmentación Condiciones de una buena segmentación Estrategia para la segmentación
Unidad de Aprendizaje 3
COMPORTAMIENTO DEL CONSUMIDOR 3.1 Tema 05 : Administración de la información 3.1.1 : Sistema de información de marketing 3.1.2 : Datos internos 3.1.3 : Inteligencia de marketing o comercial 3.1.4 : Analítica y métrica digital
19 19 22 23 25 27 27 27 27 34 37 37 36 37 38 39 41 42 45 45 45 47 48 49
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4
3.2 Tema 06 3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.1.7
: : : : : : : :
Comportamiento del consumidor Mercados de consumidores y comportamiento de compra del consumidor Modelo de conducta del consumidor Características que afectar al consumidor final El proceso de decisión del comprador El viaje del consumidor digital Los Insights del consumidor: “El mercado, consumidor y su comportamiento” Posicionamiento
55 55 56 57 58 60 61 63
Unidad de Aprendizaje 4
LA MEZCLA DE MARKETING 4.1 Tema 07 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 4.1.7 4.1.8 4.1.9 4.1.10 4.1.11
: : : : : : : : : : : :
Producto Productos Niveles de productos Ciclos de vida del producto Clasificaciones de productos Decisiones individuales de producto Marketing 1.0 para productos / servicios Marketing 2.0 para productos / servicios Marketing 3.0 para productos / servicios Fundamentos Fundament os de branding Personal branding Marketing de servicios
65 65 65 66 68 69 69 69 69 70 71 73
4.2 Tema 08 : Desarrollo de nuevos productos 4.2.1 : Desarrollo de nuevos productos
77 77
4.3 Tema 09 4.3.1 4.3.2 4.3.3
: : : :
Precio Decisiones de fijación de precios Factores a considerar al fijar precios Enfoques generales para la fijación de precios
85 85 86 87
4.3 Tema 10 4.4.1 4.4.2 4.4.3 4.4.4 4.4.5 4.4.6 4.4.7 4.4.8
: : : : : : : : :
Canales de distribución Marketing retail La naturaleza de los canales de distribución Canales de distribución Beneficios de los canales de distribución Funciones de los canales de distribución Etapas de los canales de distribución Tipos de distribución El alcance digital
89 89 89 91 92 93 94 95 96
Unidad de Aprendizaje 5
COMUNICACIONES INTEGRADAS EN MARKETING 5.1 Tema Tema 11 11 : Mezcla de comunicaciones comunicaciones de marketing I
97 97
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INTRODUCCIÓN AL MARKETING
5
5.2 Tema 12 : Mezcla de comunicaciones comunicaciones de marketing II 5.2.1 : Ventas personales 5.2.2 : Marketing directo
107 107 108
5.3 Tema 13 5.3.1 5.3.2 5.3.3 5.3.3.1 5.3.3.2
: : : : : :
La era 2.0 La web 2.0 El social media Tendencias del consumidor digital Plataformas y ecosistema mobile Email marketing
113 113 114 115 116 117
5.4 Tema 14 5.4.1 5.4.2 5.4.3 5.4.4
: : : : :
Comercio electrónico Beneficios para quienes compran Beneficios para quienes venden Áreas del comercio electrónico Realización del comercio electrónico
119 119 120 121 122
5.5 Tema 15 5.5.1 5.5.2 5.5.3 5.5.4 5.5.5
: : : : : :
Marketing digital estratégico Plan de marketing digital SEM (search engine marketing) SEO (search engine optimization) El embudo de marketing Ejemplos de éxito de marketing digital
125 125 126 127 128 129
Bibliografía
131
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6
Pe!en"#ci$n El curso de Introducción al marketing ha sido diseñado para proporcionar los conocimientos acerca de las herramientas y conceptos básicos que permitirán identificar y analizar las necesidades de los clientes, y las ofertas de valor que satisfacen estas necesidades, teniendo en cuenta los factores que afectan el mercado, al consumidor y a la empresa misma. El presente manual ha sido diseñado bajo la modalidad presencial y blended de unidades de aprendizaje, las que se desarrollan durante semanas determinadas. En cada una de ellas, hallará los logros, que debe alcanzar al final de la unidad; el tema tratado, el cual será ampliamente desarrollado; y los contenidos, que debe desarrollar, es decir, los subtemas. Por último, encontrará las actividades que deberá desarrollar en cada sesión, que le permitirán reforzar lo aprendido en la clase. El curso se desarrolla a través de sesiones teóricas que se complementan con el análisis de casos de negocios por parte de los alumnos. Está compuesto por unidades de aprendizaje que permiten comprender los fundamentos del marketing y su proceso, identificar los factores internos y externos del entorno, comprender el comportamiento del consumidor y el mercado objetivo, identificar la mezcla de marketing que satisfaga las necesidades de dicho segmento y la forma como la empresa comunica a sus clientes su propuesta de valor. Los temas dentro de cada unidad han sido elaborados en base a resúmenes de diversos capítulos de libros y materiales seleccionados, y que pueden ser consultados en la lista bibliográfica. bibliográfica.
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INTRODUCCIÓN AL MARKETING
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'
UNIDAD
( EL MARKETING LOGRO DE LA UNIDAD DE APRENDIZAJE Al final de la unidad, el alumno describe los conceptos principales del marketing moderno y su evolución para su aplicación, en una empresa comercial, tomando en cuenta los criterios de necesidad, intercambio, valor, producto y mercado, así como explica bajo qué filosofía de marketing la empresa trabaja en función a su tipo de demanda. TEMARIO 1.1
1.2
Tema 01 : 1.1.1 : 1.1.2 :
Definiciones importantes de marketing ¿Qué es el marketing?
1.1.3 1.1.4
El Marketing Mix Marketing digital
: :
Tema 02 : 1.2.1 : 1.2.2 : 1.2.3 :
Conceptos centrales del Marketing: Necesidades, deseos, demanda, intercambio, mercado, producto, servicio.
Filosofías de dirección de marketing La demanda y su administración Tipos de demanda Dirección de marketing
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INTRODUCCIÓN AL MARKETING
)
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(*
1.1 TEMA 01: DEFICIONES IMPORTANTES DE MARKETING 1.1.1 ¿Qué es el marketing? En la actualidad, estamos invadidos de términos nuevos que utilizan los fabricantes y comerciantes; por ejemplo, se utiliza “ marketear ” el producto como sinónimo de publicitar, poner en vitrina u ofertar para que el producto pueda diferenciarse de la competencia y pueda ser vendido más fácilmente. a. Definiciones de marketing “Proceso social y administrativo por el que individuos y grupos obtienen lo que necesitan y desean a través de la creación, y el intercambio de productos y de valor con otros” 1.
En 2009, la AMA (Asociación Americana de Marketing) lo define así: “Marketing es un conjunto de procesos para la creación, la comunicación, la entrega, y el intercambio de ofertas que tienen valor para los clientes, socios y la sociedad en general”. b. Conceptos errados • • • •
Marketing = Publicidad Marketing = Promociones Marketing = Venta Marketing = Comunicaciones
1.1.2 Conceptos centrales del marketing2
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INTRODUCCIÓN AL MARKETING
((
Como se vio en la definición de marketing, y tomando como referencia a Kotler, el concepto más básico en el que se apoya el marketing es el de necesidades humanas cuya definición es “estado de carencia percibida”. Para entender las necesidades de los consumidores, los marketeros emplean uno de los modelos más utilizados, que es el de la jerarquía de necesidades de Maslow o pirámide de necesidades de Maslow (Figura 02) en honor a su creador: Abraham Maslow. En ese gráfico se podrá apreciar lo siguiente: •
•
•
•
•
Necesidades fisiológicas. Tales fisiológicas. Tales como hambre, sed, respiración, temperatura adecuada, etc. Necesidades de seguridad. Aquí seguridad. Aquí se trata de asegurar el futuro, dar y recibir protección, conservar la personalidad. personalidad. Necesidades pertenencia y amor. En amor. En este se ve la manera de integrarse a un grupo, asociarse, amar y ser s er amado. Necesidades de estima. estima. Comprende la aceptación y respeto a sí mismo, reputación, prestigio, estatus, rango social, confianza en la propia capacidad. Necesidades de autorrealización. Aquí autorrealización. Aquí se trata sobre la evolución personal, la superación, encontrar una razón de ser. s er.
Maslow trató de explicar que las personas tratan de satisfacer las necesidades más urgentes (las que están abajo) para ir satisfaciendo las menos urgentes (las que están arriba); por ejemplo, las personas que, por lo general, no tienen cubiertas las necesidades fisiológicas básicas como la alimentación, piensan primero en satisfacerlas. A estas personas no les interesa en lo más mínimo lo último en el avance cibernético o en el último grito de la moda. A estas personas les interesa principalmente la forma de saciar su hambre.
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(2
1.1.2.2 Deseo Forma que adopta una necesidad humana moldeada por la cultura y la personalidad individual. Un ejemplo puede ilustrar mejor este concepto: Un estudiante limeño tiene hambre y necesita alimento, pero desea una hamburguesa de BEMBOS con con todas las cremas y una gaseosa bien helada. Hay que entender que las necesidades no se crean, éstas existen, lo que el marketing hace es influir sobre el deseo de forma del producto y de la marca. 1.1.2.3 Demandas Deseos humanos respaldados por el poder de compra. Los consumidores ven a los productos como paquetes de beneficios y escogen el paquete más completo que puedan obtener a cambio de su dinero; por ejemplo, un TOYOTA implica un auto de bajo precio de adquisición y bajo consumo de gasolina, pero inseguro por su fragilidad. En cambio, un VOLVO es un auto caro, de gran consumo de gasolina con un potente motor y gran seguridad. 1.1.2.4 Producto y Servicio Es la característica distintiva de los servicios en el sentido que es imposible guardarlos, reservar la capacidad que no se usó y llevar inventarios. A diferencia de los bienes, que pueden ser almacenados y vendidos más adelante, los servicios que no son vendidos cuando están disponibles dejan de existir; por ejemplo, los asientos no ocupados de las salas de cines no pueden ser inventariados ni añadidos a la sala
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INTRODUCCIÓN AL MARKETING
(3
decir, por lo que el producto hace por el usuario. También, puede ser que le dé un beneficio emocional: los sentimientos que puede despertar. En cuanto a los costos, se tiene que tomar en cuenta el costo económico: lo que el cliente desembolsa; el costo del tiempo: el tiempo que gasta una persona en adquirir el producto; el costo emocional: el sentimiento que puede despertar al adquirirlo. Ejemplo: Una persona puede regalar a su pareja un ramo de rosas comprándolo en el mercado que está cerca de su casa, pagar una determinada cantidad de dinero y entregarlo personalmente. Luego, comparemos con la siguiente situación: Un joven compra las rosas en Rosatel y pide que las entregue el mensajero con la caja y logo de Rosatel… ¿Son marcadas las diferencias? El precio que le cobra Rosatel al joven quizás sea el triple de lo que pagó en el mercado, pero también es muy probable que el beneficio emocional, tanto de la persona que recibe el ramo como de la persona que lo envía sea mayor; dado por el esfuerzo económico que la compra significa, por el prestigio de Rosatel, la calidad de las rosas que ellos venden y el status de la persona que la compra, el uso del producto, y lo que la marca Rosatel significa. Comparando las situaciones: Compra de las rosas en el mercado con un precio bajo y la compra en Rosatel, ¿en dónde cree usted que hay más valor? b. Satisfacción del cliente Grado en que el desempeño percibido de un producto concuerda con las expectativas del comprador. Pueden presentarse las siguientes situaciones: Desempeño del producto < expectativas del comprador, igual a: Comprador insatisfecho. Desempeño del producto = expectativas del comprador, igual a:
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(4
las que no implican dinero y es la que se denomina transacción de trueque; es decir, podríamos dar un televisor viejo y recibir una lavadora. c. Mercados Conjunto de todos los compradores reales y potenciales de un producto o servicio. Estos compradores comparten una necesidad o deseo determinado que se puede satisfacer mediante intercambios. 1.1.3 El Marketing Mix El marketing se encuentra, actualmente, en un proceso de cambio profundo. El nuevo entorno caracterizado por el incremento de la oferta; la maduración y fragmentación de los mercados; la intensificación y globalización de la competencia; el fuerte ritmo de desarrollo tecnológico y la existencia de clientes más sofisticados que reclaman productos de calidad y un trato personalizado ha sido el factor que ha desencadenado dicho cambio. Ante esta situación, el cliente se convierte en una de las claves del éxito empresarial. Y sobre la base del mismo se aplican las 4P que conforman el Marketing Mix, en español denominado Mezcla de Marketing: a. Producto Conjunto de atributos que se ofrece a un mercado para su atención, adquisición, uso o consumo y que podría satisfacer un deseo o una necesidad. b. Precio Cantidad de dinero que se cobra por un producto o servicio, o la suma de los
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INTRODUCCIÓN AL MARKETING
(5
Figura 03: Pirámide de las Necesidades de Maslow apli cándola al mundo ONLINE.9
Las técnicas de comercialización deben entonces cambiar su paradigma. Si antes los distribuidores, los medios, y los productores eran los que tenían el poder de la opinión, ahora el foco debe cambiar al usuario. Pues, este es capaz de buscar aquello que quiere gracias al poder de los motores de búsqueda como GOOGLE, BING, ECOSÍA,
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(6
Re!+,en
El marketing es un proceso proceso social y administrativo administrativo por el que individuos individuos y grupos grupos obtienen lo que necesitan y desean a través de la creación y el intercambio de productos y de valor con otros.
Se basa fundamentalmente en la detección y satisfacción de necesidades y deseos.
La pirámide de Maslow es una herramienta fundamental fundamenta l para el reconocimiento de las necesidades.
El marketero debe ser consciente que siempre siempre debe estar buscando buscando la manera manera de darle mayor valor a su producto y de satisfacer cada vez mejor a sus clientes ofreciendo productos y servicios de la calidad requerida por ellos, tratando que el comprador quede encantado.
El marketing digital es llevar llevar a la aplicación los conceptos conceptos antes mencionados, mencionados, pero de manera específica a los medios digitales, como por ejemplo una página web, redes sociales, entre otras plataformas del mundo ONLINE
Pueden revisar el siguiente enlace para ampliar los conceptos vistos:
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INTRODUCCIÓN AL MARKETING
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('
1.2 TEMA 02: FILOSOFÍAS DE DIRECCIÓN DE MARKETING 1.2.1 La demanda y su administración Definiremos a la DEMANDA como los deseos humanos respaldados por el poder de compra. Es decir, luego de identificada la necesidad, podemos dar una forma a través de nuestro deseo y finalmente adquirirlo en una compañía que oferta dicho producto para los consumidores. En un ejemplo simple tendríamos: NECESIDAD
DESEO
El Hambre
Comer Pollo a la Brasa
DEMANDA Pardo’s Chiken Las Canastas Norky’s
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g. Sobredemanda Cuando la demanda es mayor a la capacidad de atención de la empresa. h. Demanda dañina En el caso del consumo de cigarrillos, drogas fuertes, etc. 1.2.3 Dirección de marketing Al interior de las empresas debe establecerse una dirección de marketing que es la aplicación práctica de las técnicas de marketing. Para llegar a su establecimiento se debe realizar los siguientes pasos: a. Análisis. Análisis. La información es el instrumento con el que cuenta el directivo para mejorar la toma de decisiones. Por tanto, el sistema de información comercial, vincula a la organización organización con sus potenciales mercados, incluye la especificación, la recolección, el análisis y la interpretación de la información para ayudar a la administración, a entender l medio ambiente, a identificar problemas y
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2*
1.2.4 Filosofías o conceptos conceptos de dirección dirección de marketing Existen seis filosofías o conceptos alternos bajo los cuales las organizaciones realizan sus actividades de marketing: producción, producto, ventas, marketing, marketing social y marketing digital. 1.2.4.1 Concepto de producción producción La empresa en la etapa de orientación a la producción se ocupa principalmente de producir sin tener en cuenta el concepto mismo de la mercadotecnia. Por lo general, ello sucede porque la empresa cuenta con un exceso de demanda y pocos o ningún competidor, lo que hace que mantenga un gran poder de negociación frente a sus clientes. Uno de los casos más sonados se refiere al modelo T que Henry Ford creó. Ford sostenía que podía poner un automóvil a bajo precio a disposición del gran público
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INTRODUCCIÓN AL MARKETING
2(
1.2.4.5 El concepto de marketing social La organización debe determinar las necesidades, deseos e intereses de los mercados meta y proporcionar las satisfacciones deseadas en forma más eficaz y eficiente que los competidores, de modo que se mantenga o mejore el bienestar del consumidor y de la sociedad. Un ejemplo puede ayudar a entender mejor. Actualmente, está de moda los fast f ast food o restaurantes de comida rápida tales como hamburguesas, salchipapas, pollos fritos etc. ¿Es conveniente este tipo de comida? La cantidad de grasa y de sal que se ingiere afecta seriamente la salud del que lo consume, la cantidad de desperdicio que genera afecta el sistema de recojo de basura y su eliminación genera serios problemas de contaminación ambiental. El concepto de marketing social cuestiona si el concepto de marketing puro es suficiente en una era de problemas ecológicos, escasez de recursos y problemas económicos mundiales. El marketing social exige a los marketeros equilibrar tres
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22
Re!+,en
Las demandas son los los deseos humanos humanos respaldados por el poder de compra. compra.
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INTRODUCCIÓN AL MARKETING
BIBLIOGRAFÍA BÁSICA
23
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24
UNIDAD
2
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TEMA 03: ENTORNO DE MARKETING 2.1.1 Entorno de marketing El marketing no opera en el aire ni en una cápsula aislado del mundo, sino en un ENTORNO o MEDIO AMBIENTE que actualmente es bastante complejo y cambiante.
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26
Metropolitana. El distrito de San Juan de Lurigancho, ubicado en Lima Este es el distrito más grande del Perú, cuenta con casi 1 millón de habitantes 13. Por su parte, Lima Norte es el distrito más pujante y comercial de la capital. Cuenta con un centro comercial llamado Mega Plaza que alberga el Cinemark más grande del país.
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62
BIBLIOGRAFÍA BÁSICA KOTLER, Philip, ARMSTRONG, Gary. 2007 Marketing: versión para Latinoamérica. 11a ed. Naucalpan de Juárez, México: Pearson. STANTON, William J, WALKER, Bruce J. 2007 Fundamentos de Marketing. 14a ed. México, D .F.: McGraw-Hill. MERODIO, Juan 2015 Marketing en Redes Sociales: Mensajes de empresa para gente selectiva. España. ELÓSEGUI Tristán y MUÑOZ Gemma 2015 Marketing Analytics. España. KLARIC, JÜRGEN. 2013 Estamos Ciegos. México.
BIBLIOGRAFÍA ELECTRÓNICA http://cr-academico.blogspot.pe/2013/05/mercados-y-conducta-del-consumidor.html http://www.depanzazono.org/ujat/mod/book/view.php?id=145&chapterid=148 http://territoriomarketing.es/la-decision-de-compra-del-consumidor/ https://agenciadigital.cl/6-etapas-en-el-journey-del-consumidor/
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INTRODUCCIÓN AL MARKETING
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64
UNIDAD
4 LA ME-CLA DE MARKETING LOGRO DE LA UNIDAD DE APRENDIZAJE Al final de la unidad, el alumno aplica, en su trabajo integrador, el proceso de creación, desarrollo y lanzamiento de un producto nuevo, así como cada una de las siguientes variables: estrategia de producto, su ciclo de vida, clasificación y nivel del producto, estrategias de fijación de precios y los canales de distribución que usa la empresa para el producto escogido. TEMARIO 4.1 Tema 07 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5
: Producto : Productos : Niveles de productos : Ciclo de vida del producto : Clasificación de productos : Decisiones individuales de producto
4.2 Tema 08 : Desarrollo Desarrollo de nuevos productos 4.2.1 : Desarrollo de nuevos productos 4.3 Tema 09 4.3.1 4.3.2 4.3.3
: Precio : Decisiones de fijación de precios : Factores a considerar al fijar precios : Enfoques generales para la fijación de precios
4.4 Tema 10 4.4.1 4.4.2 4.4.3 4.4.4 4.4.5 4.4.6 4.4.7
: Canales Canales de distribución : Marketing retail : La naturaleza de los canales de distribución : Canales de distribución : Beneficios de los canales de distribución : Funciones de los canales de distribución : Etapas de los canales de distribución : Tipos de distribución
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INTRODUCCIÓN AL MARKETING
65
ACTIVIDADES PROPUESTAS •
• •
•
Los alumnos analizan un un producto específico y describen los tres niveles de producto. Los alumnos alumnos proponen proponen marcas tomando tomando en cuenta la estrategia apropiada. apropiada. Los alumnos analizan la manera en que las empresas empresas fijan los precios para sus sus productos. Los alumnos alumnos diseñan canales de distribución para la introducción introducción de un producto producto en el mercado.
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66
4.1 TEMA 07: PRODUCTO 4.1.1. Productos Uno de los pilares fundamentales en el marketing es entender todo lo concerniente al producto y a los servicios. De no hacerlo se corre un grave peligro de no tener el producto y/o servicio adecuado que cubra las necesidades y deseos de los consumidores. a. Producto. Conjunto Producto. Conjunto de atributos que se ofrece a un mercado para su atención, adquisición, uso o consumo, y que podría satisfacer un deseo o una necesidad. b. Servicio. Actividades Servicio. Actividades económicas que crean valor y proporcionan beneficios a los clientes en tiempos y lugares específicos como resultado de producir un cambio deseado en (o a favor de) el receptor del servicio; por ejemplo, servicios bancarios, servicios hoteleros, servicios de transporte, etc. 4.1.2. Niveles de los productos productos Se pueden distinguir 03 niveles. A continuación, se explicarán cada uno: a. Producto central o básico. Es el nivel más básico. Contesta la pregunta: ¿Qué está adquiriendo realmente el comprador? En la figura 15 se podrá apreciar que el producto central está en el centro del producto total; consiste en los beneficios cruciales que resuelven un problema, lo que los consumidores buscan cuando adquieren un producto o servicio; ejemplo, cuando una mujer compra un lápiz de labios adquiere mucho más que color para sus labios, posiblemente, esté comprando sensualidad, moda, etc. b. Producto real. Es lo que rodea al producto central. Es decir, es la descripción del producto y pueden tener hasta cinco características: un nivel de calidad, funciones, diseño, marca y un empaque; ejemplo, una cámara de video SONY es un producto real. Su nombre, piezas, estilo, funciones, empaque, y demás atributos se han combinado con mucho cuidado para proporcionar el beneficio central: una forma cómoda y de alta calidad para capturar momentos importantes. c. Producto aumentado. Son los beneficios y servicios adicionales que construyen alrededor del producto central y real; por ejemplo, garantía por defectos de fabricación, entrega puntual y sin costo, servicio de reparación r eparación etc.
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INTRODUCCIÓN AL MARKETING
6%
Figura 15: Los tres niveles de los productos. 30
4.1.3. Ciclo de vida del producto producto Se le denomina así a la evolución de las ventas de un artículo durante el período de tiempo que permanece en el mercado. Los marketeros han identificado cuatro grandes ciclos: Introducción, Crecimiento, Madurez y Declive. En el siguiente gráfico se muestra en conjunto el ciclo en el cual se encuentran diversos productos de una misma categoría: Televisores.
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6'
En la etapa de Introducción se encuentra los productos que están ingresando al mercado o son una novedad. Por ejemplo, aquí está la “TV Tridimensional” una nueva experiencia para el consumidor que permite la tecnología 3D. En el Crecimiento están están los productos que van consolidando una demanda en el mercado. Este es el caso de los televisores de pantalla plana. En la Madurez un producto ya ha alcanzado la consolidación y su límite de expansión en un mercado. Por ejemplo, podrían estar aquí los televisores tradicionales con la simple función de color y cuerpo con tubos. Finalmente, en el Declive los consumidores han dejado de optar por comprar dicho producto, pues nuevos competidores ofrecen satisfacer la necesidad de una nueva forma. Aquí están los televisores en blanco y negro. 4.1.4. Clasificaciones de los productos Los productos pueden ser clasificados, según el mercado al que se dirigen, en dos: los productos de consumo (que son los que un consumidor final adquiere para su uso personal) y los productos industriales (que son los comprados por personas sea naturales o jurídicas para un procesamiento posterior o para usarse en la conducción de un negocio).
4.1.4.1.
Productos de consumo
Dentro de los productos de consumo a su vez pueden ser los siguientes: a. Productos de conveniencia Son aquellos que se compran con frecuencia, de forma inmediata y con un esfuerzo mínimo de comparación. Ejemplo: dulces, jabones, periódicos. b. Productos de compras Son aquellos que se comparan cuidadosamente en términos de idoneidad, calidad, precio y estilo. En este tipo de producto los consumidores dedican mucho tiempo y esfuerzo a obtener información y hacer comparaciones. Ejemplos: muebles, ropa, aparatos domésticos grandes etc. c. Productos de especialidad Son los que tienen características únicas o identificación de marca, por los cuales un grupo importante de compradores está dispuesto a efectuar un esfuerzo de compra especial. Ejemplos: equipo de música para automóviles, ropa de diseñador, etc.
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INTRODUCCIÓN AL MARKETING
6)
b. Bienes de capital Son productos que ayudan en la producción o en las operaciones del comprador: incluyen instalaciones y equipo accesorio. c. Insumos y servicios industriales Los insumos incluyen insumos operativos (lubricantes, papel carbón, papel, lápices) y artículos para mantenimiento (pinturas, clavos, escobas). Los servicios industriales incluyen servicios de mantenimiento y reparación (limpieza de ventanas, reparación de computadoras). 4.1.5. Decisiones individuales de producto En la siguiente figura puede apreciarse la secuencia de decisiones individuales que ser tomadas para cada producto.
Figura 17: Decisiones individuales de producto32
4.1.5.1.
Atributos del producto
El desarrollo de un producto o servicio implica definir los beneficios que ofrecerá. Estos beneficios se comunican y entregan a través de atributos del producto como calidad, características, estilo y diseño. a. Calidad del producto Es una de las principales herramientas de posicionamiento del marketero. Tiene dos dimensiones: Nivel de calidad y consistencia de calidad. •
Nivel de Calidad
Calidad de desempeño. Capacidad de un producto para desempeñar sus funciones; por ejemplo, en equipos de audio se considera que la marca de mayor fidelidad, es la marca BOSE sobre otras marcas SONY, PIONNER.
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4.1.5.2.
Asignación de marca
La marca es un nombre, término, signo, símbolo, diseño o combinación de estos elementos, que busca identificar los bienes o servicios de un vendedor o grupo de vendedores y diferenciarlos de los de sus competidores. Muchos de los consumidores ven a la marca como parte importante de un producto y la asignación de marcas puede añadir valor a un producto; por ejemplo, piense en un momento que una persona compra un auto de lujo, que cueste como un auto de lujo y que no tenga marca. La asignación de marcas obliga al marketero a tomar algunas decisiones difíciles. a. Selección y protección Como el nombre, lo dice en esta etapa es donde se da la búsqueda del nombre de la marca teniendo en cuenta el impacto que tendrá en el consumidor y, por ende, en el mercado meta. Una vez elegido el nombre es importantísimo protegerlo; es decir, registrarlo debidamente para evitar que se apropien del nombre. b. Patrocinador de marca Un fabricante tiene cuatro opciones: •
Marca del fabricante
Cuando el fabricante lanza el producto con su propia marca; por ejemplo, IBM.
•
Marca privada
Cuando el fabricante vende a un revendedor y éste le coloca su propia marca. También se le conoce como marca propia o marcas privadas o marca de tienda; por ejemplo, Panetón Tottus es una marca que se vende a través de los Supermercados Supermercados Tottus pero es fabricada por otra empresa.
•
Marca bajo licencia
Cuando una empresa usa bajo licencia nombres o símbolos que fueron creados por otros fabricantes, nombres de celebridades, personajes de películas y libros populares; por ejemplo, ropas de bebés con dibujos o sticker de personajes de Marvel o Disney.
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INTRODUCCIÓN AL MARKETING
%(
Figura 18: Las cuatro estrategias de marca. 33
•
Extensión de Línea
Utilización de una marca exitosa para introducir artículos adicionales de una categoría de productos determinados como sabores, formas o colores nuevos, ingredientes adicionales u otros tamaños de envase. Ejemplo: Cusqueña Ice, Cusqueña Light.
•
Extensión de Marca
Usar un nombre de marca de éxito para lanzar un producto nuevo o modificado en una categoría nueva. Ejemplo: Leche Gloria, Atún Gloria.
•
Multimarcas
Introducir marcas adicionales a la misma categoría de producto; por ejemplo, AJE GROUP adicionó su marca Big Cola a su categoría de producto gaseosas. •
Marcas nuevas
Crear un nombre de marca nuevo si ingresara en una categoría nueva de productos para lo cual ninguna de sus marcas actuales fuera apropiada; por ejemplo, BIO la bebida de AjeGroup elaborada en base a Aloe Vera.
4.1.5.3.
Empaque
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%2
4.1.5.5.
Servicios de apoyo al producto
Aquellos que aumentan de valor al producto mejoran la atención y la satisfacción de los clientes y que le dan una ventaja competitiva; por ejemplo, servicio médico de atención a domicilio que ofrecen algunas empresas de seguros médicos o de vida. Como vemos el marketing juega un papel básico y fundamental para la comercialización de un producto o servicio, esto por medio de estrategias que conllevan diversos estudios, estudios, tanto de la sociedad como del mercado. mercado. Debido a esto se han generado distintos tipos de marketing como el 1.0, 2.0 y 3.0. 4.1.6. Marketing 1.0 para productos / servicios.34 El marketing 1.0 tiene como base el producto, pues desarrolla todas sus estrategias alrededor de él. Se basa en las necesidades básicas del público sin llegar a tocar sentimientos o impresiones. Su difusión se hace en medios tradicionales como televisión y radio, por lo que no está presente en Internet. Cabe destacar que su mensaje no propicia una retroalimentación por parte del cliente, ya que es unidireccional. 4.1.7. Marketing 2.0 para productos / servicios.35 A diferencia del anterior, este tipo de marketing desarrolla estrategias con base en el consumidor, se encarga de conocerlos y satisfacer sus necesidades, además de que resaltan sus sentimientos y amplía la capacidad para evaluar diferentes productos. Es por lo anterior que el marketing 2.0 se comunica, además de medios tradicionales, con interactivos que promuevan la participación de la sociedad y de esta forma obtener
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INTRODUCCIÓN AL MARKETING
%3
Figura 19: Elementos que componen el branding.37
En nuestros días, la importancia estratégica de las marcas es tan importante que, por muchos de sus propietarios, ya son consideradas como activos en sí mismas: son sujeto de inversión y evaluación de igual manera que otros bienes de cualquier empresa. Por ello, resulta indispensable para toda compañía realizar una inversión en el Branding de sus productos, que se define como el proceso de creación y gestión de marcas. El Branding consiste en desarrollar y mantener el conjunto de atributos y valores de una marca de manera m anera tal que sean coherentes, apropiados, apropiados, distintivos, susceptibles de ser protegidos legalmente y atractivos para los consumidores. 4.1.10. Personal Personal branding.
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4.1.11. Marketing Marketing de servicios. Como podrá apreciarse en la siguiente figura se muestran las características más saltantes de los servicios que todo marketero debe tener en cuenta a la hora de diseñar un paquete de servicios sean de apoyo al producto o de servicio en sí.
Figura 20: Las cuatro características del marketing de servicios. 38
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INTRODUCCIÓN AL MARKETING
%5
Re!+,en
Un producto es un conjunto de atributos que satisfacen una necesidad o un deseo.
Servicio. Actividades económicas económicas que crean valor valor y proporcionan proporcionan beneficios a los clientes en tiempos y lugares específicos como resultado de producir un cambio deseado en (o a favor de) el receptor del servicio. Ejemplo: servicios bancarios, servicios hoteleros, servicios de transporte t ransporte
Los niveles de producto son tres: producto central, producto real, producto aumentado.
Los productos según al mercado que se dirijan pueden ser de dos tipos: de consumo o industriales.
Los productos de consumo pueden ser de conveniencia, de compras, de especialidad, no buscados.
Las decisiones individuales individuales consideran los atributos del del producto, la asignación asignación de marca, el empaque, el etiquetado y los servicios de apoyo al producto.
Las decisiones que debe tener un marketero marketer o para asignar marcas son selección de nombre, patrocinio de la marca y estrategia de marca.
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4.2 TEMA 08: DESARROLLO DE NUEVOS PRODUCTOS Toda empresa necesita tener productos nuevos para sacar al mercado y estar en plena competencia. Sin embargo, no es una tarea fácil y no está exenta de riesgos y muchos de ellos fallan por diferentes motivos. 4.2.1. Desarrollo de nuevos productos Es la que se lleva a cabo en la propia empresa. empresa. El término nuevos productos se refiere a productos originales, mejoras a los productos, modificaciones de los productos, y marcas nuevas que la empresa desarrolla mediante sus propias actividades de investigación y desarrollo. En la siguiente figura se muestran los ocho pasos principales de este proceso.
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INTRODUCCIÓN AL MARKETING
%%
b. Depuración de ideas Consiste en examinar ideas de productos nuevos para encontrar las buenas y desechar las malas lo antes posible. Los criterios que comúnmente se emplean para decidir si una idea es buena son los siguientes: ¿El producto es realmente útil para los consumidores y para la sociedad?, ¿Es bueno para nuestra empresa en particular? ¿Es compatible con los objetivos y estrategias de la empresa? ¿Contamos con el personal, habilidades y recursos para que el producto sea un éxito? ¿Proporciona más valor a los clientes que los productos de la competencia? ¿Es fácil de anunciar y de distribuir? c. Desarrollo y prueba de de concepto concepto de producto Una idea atractiva debe desarrollarse para convertirla en un concepto de producto. Es importante distinguir entre una idea de producto, un concepto de producto y una imagen de producto. Una idea de producto es un posible producto que la empresa puede imaginarse ofreciendo al mercado, un concepto de producto es una versión detallada de la idea del producto nuevo expresada en términos que el consumidor entiende y una imagen del producto
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%'
empresa tratará de vender 100 000 unidades en el primer año y tendrá una pérdida de 15 millones de dólares. Para el segundo año, tratará de alcanzar los 120 000 y tendrá una utilidad de 20 millones de dólares”. •
La segunda segunda parte de la declaración de la estrategia de marketing delinea el precio planeado del producto y el presupuesto de distribución y marketing para el primer año. “El automóvil se presentará en tres colores: rojo, blanco y azul, y tendrá opciones de aire acondicionado. Se venderá a un precio de $15 000 con un descuento de 15% a los concesionarios”. “El presupuesto de publicidad es de $ 20 millones y se dividirá 50-50 entre publicidad nacional y local”. “Se invertirá $100 000 durante el primer año para averiguar quién está comprando el auto y saber el nivel de satisfacción”
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INTRODUCCIÓN AL MARKETING
%)
elegido al distrito de Lince en Lima como el mercado de prueba para sus productos. De la manera, cómo se venda en ese distrito pueden inferir la forma que se comportará en todo el país. j. Comercialización El mercado de prueba proporciona a los directores la información que necesitan para tomar la decisión final en cuanto a si lanzar o no el producto nuevo. Si la empresa decide proceder con la introducción del producto nuevo en el mercado y su comercialización deberá tener en cuenta que enfrentará costos elevados. La empresa deberá decidir el momento; es decir, cuándo será el momento más adecuado, si la introducción del producto no quitará mercado a los otros productos de la empresa, si es posible mejorarlo un poco más o si es que la economía está un poco débil y es mejor esperar la llegada de tiempos mejores, dónde; en otros términos, si se va a lanzar en un solo lugar o en varios lugares sea a nivel local, regional, nacional, si la salida será gradual o si será rápida, etc.
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'*
Re!+,en
Los ocho pasos del proceso de desarrollo de nuevos productos son generación de ideas, depuración de ideas, desarrollo y prueba de conceptos, desarrollo de una estrategia de marketing, análisis de negocio, desarrollo de producto, mercado de prueba y comercialización.
Las principales fuentes de ideas para productos productos nuevos son fuentes internas, clientes, competidores, distribuidores, proveedores, centros de investigación.
Pueden revisar el siguiente enlace para ampliar los conceptos vistos: o
En el siguiente siguient e enlace se podrá tener acceso un video acerca de la aplicación de los ocho pasos para el desarrollo de nuevos productos:
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INTRODUCCIÓN AL MARKETING
'(
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'2
4.3 TEMA 09: PRECIO 4.3.1. Decisiones de fijación de precio. precio. Se le denomina al Precio como la cantidad de dinero que se cobra por un producto o servicio, o la suma de los valores que los consumidores dan a cambio de los
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INTRODUCCIÓN AL MARKETING
'3
Muchas empresas tratan de convertirse en los “productores de bajo costo” de su industria. Las empresas con costos más bajos pueden fijar precios más bajos, asimismo, que repercutan en ventas v entas y utilidades mayores. d. Consideraciones organizacionales Se debe tomar en cuenta también las metas de crecimiento y apetito de riesgo
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'4
resultante se muestra en la curva de demanda de la figura 23. La curva de demanda muestra el número de unidades que el mercado compraría en un periodo determinado, según los diferentes precios que podría cobrarse. En el caso normal, la demanda y el precio tienen una relación inversa; es decir, cuanto más alto es el precio, más baja es la cantidad demandada. Si la empresa decide subir de precio de P1 a P2 la cantidad demandada iría de
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INTRODUCCIÓN AL MARKETING
'5
En este caso, encontramos muchos compradores y vendedores que comercian dentro de un rango de precios, en vez de con un solo precio de mercado. Hay un rango de precios por que quienes venden pueden diferenciar sus ofertas ante quienes compran. Incluso el producto físico puede variar en calidad, funciones o estilo, o pueden variar los servicios que los acompañan. Los compradores ven diferencias en los productos de los
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'6
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(22
Figura 36: Áreas del comercio electrónico.61
5.4.3.1
B2C ( business to consumer o empresa a consumidor) Venta en línea de bienes y servicios a los consumidores finales. Por internet se puede comprar libros, discos, ropa, peluches, regalos etc. A nivel mundial tenemos a la más grande: Amazon.com y en el Perú tenemos a Rosatel, Plaza Vea en línea, etc.
5.4.3.2
B2B ( Business to business o empresa a empresa) Venta en línea de bienes y servicios entre empresas. Estas organizaciones están usando redes de compraventa B2B, sitios de subasta, catálogos en línea de productos, sitios de trueque y otros recursos en línea para llegar a nuevos clientes, atender más eficazmente a los clientes actuales y lograr eficiencias en la compra y mejores precios. Casi todas las compañías que venden mediante B2B ofrecen información de productos, compras de clientes y servicios de apoyo a clientes en línea; por ejemplo, los compradores corporativos de las empresas clientes pueden visitar el website de IBM, leer y estudiar las descripciones de los equipos que IBM vende, solicitar información sobre ventas e interactuar con los representantes de la empresa. Una buena parte del comercio electrónico B2B se efectúa en redes comerciales abiertas: Enormes espacios de mercado electrónico en los que los compradores y vendedores B2B se encuentran en línea, comparten información y efectúan transacciones en forma eficiente. Por ejemplo, MedicalEquipNet actúa como mercado electrónico de equipo médico en el que las empresas, consultorios y hospitales pueden comprar, vender o subastar equipos médicos nuevos, usados, repotenciados o excedentes. Los miembros pueden publicar anuncios clasificados, hacer o recibir ofertas en subastas, o acceder a servicios de financiamientos, embarque, reparación o instalación de equipo médico.
5.4.3.3
C2C (Consumer to consumer o consumidor a consumidor) Intercambio en línea de bienes y servicios entre consumidores finales. Internet ofrece constituye un medio excelente que permite a los consumidores comprar o intercambiar bienes o información directamente con otros consumidores. Por ejemplo, en Perú tenemos a OLX, Mercado Libre, entre otros.
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INTRODUCCIÓN AL MARKETING
(23
de la transacción. Gracias a Internet, para los consumidores se ha vuelto más fácil el contacto y la comunicación con las empresas. Ahora casi todas las empresas invitan a sus prospectos y clientes a hacer sugerencias y preguntas a través de sus sitios Web. Además, en vez de esperar que las empresas les envíen catálogos u otra información, los consumidores pueden buscar empresas en la Web, enterarse de sus ofertas e iniciar compras. Mediante la Web, los compradores pueden controlar las transacciones con las empresas en lugar que éstas las controlen. Hay algunas empresas que están a la espera de la contraoferta que los clientes puedan realizar. Por ejemplo, Priceline.com en Estados Unidos.
5.4.4 Realización del comercio electrónico Podemos ver que existen tres tipos que a continuación se detallan:
5.4.4.1
Comerciantes con sólo distribución física f ísica Como podrá apreciarse en la figura 37 es el que usualmente emplean las empresas que no utilizan el comercio electrónico en ninguna de sus formas. Es el tipo de distribución que se ha explicado en el tema de distribución.
Figura 37: Comerciantes con sólo distribución física.62
5.4.4.2
Comerciantes “solo de clic” Son las llamadas “punto com”, que operan únicamente en línea, sin presencia de instalaciones físicas en el mercado. Estas empresas adoptan muchas formas y son de diverso tamaño. Los minoristas electrónicos “punto–com” venden productos y servicios directamente a los consumidores finales a través de Internet. La más conocida es: Amazon.com.
Figura 38: Comerciantes “sólo de clic”.63
5.4.4.3
Comerciantes de clics e instalacione i nstalacioness físicas En la figura f igura 39 se podrá apreciar que ambos métodos funcionan f uncionan en forma paralela. En el caso del Perú, podemos ver que hay empresas que han comenzado a operar de esta forma. Wong tiene sus supermercados y también venden bajo un sistema por internet; otro caso es el de Rosatel, Saga Falabella, etc.
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(24
Figura 39: Comerciantes de clics e instalaciones físicas.64
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INTRODUCCIÓN AL MARKETING
(25
Re!+,en
Internet ha impactado muy fuerte en la sociedad y en la manera de hacer negocios.
El e-business es el uso de plataformas plataform as electrónicas (intra, extra e internet) para operar u negocio. Incluye todos los intercambios de información dentro de la empresa o entre la empresa y sus clientes.
Los beneficios para para los que compran compran por Internet Internet son comodidad, comodidad, fácil, privacidad, privacidad, mayor acceso a los productos, mayor acceso a la información comparativa.
Los beneficios para los que venden por Internet son los siguientes: Cultivan relaciones con los clientes, reducción de costos, mayor rapidez y eficiencia en el proceso, y le da mayor flexibilidad porque permite realizar ajustes constantes a sus ofertas y programas.
Los dominios del comercio comercio electrónico son B2C (Business (Business to consumer), B2B (business to business); C2C (Consumer to consumer); C2B (Consumer to business).
La realización del del comercio electrónico electrónico se da a través través de empresas de “solo “solo clic” o empresas de comercio de distribución física y de clic.
Pueden revisar el siguiente enlace para ampliar los conceptos vistos: o
En el siguiente enlace, enlace, se podrá conocer un poco más acerca acerca del comercio electrónico en el Perú: https://www.youtube.com/watch?v https://www.you tube.com/watch?v=NxFf65OjCg =NxFf65OjCgo o
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(26
5.5 TEMA 15: MARKETING DIGITAL ESTRATÉGICO Es el planeamiento, planeamiento, el desarrollo y la aplicación de las estrategias de comercialización llevadas a cabo en los medios digitales. Todas las técnicas del mundo presencial son imitadas y traducidas a un nuevo mundo, el mundo online o digital.
5.5.1 Plan de marketing digital El marketing digital incluye dentro de sus estrategias la comunicación digital por medio de la cual las empresas buscan alcanzar unos objetivos específicos orientados a un mejor posicionamiento de su marca y rendimiento económico. 65 1. Establece un marco estratégico. Es muy importante desde el principio que establezcas un marco para tu estrategia de marketing digital, es decir, unas normas que sirvan a la compañía para saber cómo actuar ante determinadas situaciones y lo que se pretende lograr con dicha estrategia de marketing. No es necesario que sea muy detallada, sin embargo debe convertirse en una guía que sirva a la empresa para no olvidar durante el proceso los objetivos y metas propuestas. 2. Analiza el contexto. Para tu estrategia de comunicación digital es fundamental que tengas claro lo que hace la compañía, en qué consisten sus funciones y en qué lugar desarrolla su actividad. Toda esta información te servirá para saber qué desafíos deberás enfrentar y al mismo tiempo qué acciones tomar y especialmente quién es tu cliente potencial, así adaptarás tu comunicación para transmitir de la forma más acertada los mensajes. 3. Determina los objetivos. Una vez has analizado el contexto, debes establecer los objetivos generales y específicos según los requerimientos de la marca. Éstos te ayudarán a alcanzar las metas propuestas para la compañía. Asimismo es importante que analices cuáles son las principales necesidades de la empresa o proyecto personal y determines cómo el entorno digital contribuirá en la satisfacción de esas necesidades. Recuerda que los objetivos se plantean de acuerdo a lo que la empresa busca conseguir, por ejemplo: posicionar la marca, mejorar el servicio a los clientes, fidelizar clientes, obtener visitas al sitio web, convertir el contenido en algo relevante y viral, entre otros. 4. Plantea la estrategia digital. La estrategia de marketing digital es primordial porque de ella dependerán los resultados. Aquí debes pensar cómo cumplir los objetivos que estableciste con anterioridad. anterioridad. Otro aspecto que debes considerar es el tono y estilo est ilo de comunicación al transmitir tus contenidos. La estructura de organización y almacenamiento de tu información también es importante. 5. Ejecuta la estrategia. Cuando ya sabes cuáles son las estrategias a realizar, debes establecer el alcance para cada una de ellas, los procedimientos a seguir para gestionarlas, los recursos y herramientas a utilizar. De esta forma tendrás todo organizado y llevarás a cabo las acciones de manera efectiva de acuerdo a tu plan.
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(2%
asesoría de alguien externo. Las herramientas que necesitas y las personas que están a cargo de cada acción a ejecutar. 6. Analiza y mide. En una estrategia de marketing digital puedes medir cada acción que se implementa y conocer los resultados para saber si se han logrado los objetivos o por el contrario se ha fracasado. El medio virtual ofrece la posibilidad de medir las visitas, las impresiones y los clics que has obtenido en tu sitio web, el número de nuevos seguidores o fans, los retweets, likes o comentarios, las conversiones de las campañas publicitarias, las ocasiones en que han sido compartidas las publicaciones, entre otras acciones. La realización de reportes periódicos te ayudará a comparar los resultados con los objetivos planteados, reconocer los aciertos y errores a evitar. Si tienes tu estrategia de marketing digital bien estructurada y organizada comprenderás que fortalezas posees y que debes mejorar para tus próximas campañas a implementar. implementar.
5.5.2 SEM (Search Engine Marketing)66 Es el acrónimo de (Search Engine Marketing) o como definición más llana es la posibilidad de crear campañas de anuncios por clic en internet a través de los buscadores más comunes. Como Yahoo o Google. Estas herramientas nos las ofrecen los propios buscadores para publicitarnos a través de sus medios (o servidores de anuncios) para publicitarnos en sus medios de búsqueda o redes de contenidos. En los últimos años estas potentes herramientas de alcance global han permitido dar a conocer rápidamente productos, servicios o marcas a través de la Red. Mediante una optimización oportuna podemos conseguir un retorno de inversión (ROI) más eficiente ef iciente y rápido y así poder optimizar nuestras campañas. Con SEM podemos aumentar el tráfico de nuestra página a través de lo que se denomina tráfico pagado. El SEM está inexorablemente relacionado al posicionamiento natural o también denominado SEO (siempre necesario para el óptimo funcionamiento de una página). Por ejemplo, una tienda de ropa, como Saga Falabella, puede ofrecer S/. 0.80 a Google por la palabra “Jeans”. A partir de ahora, cuando un usuario busque la palabra
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(2'
traduce en una mayor cantidad de visitantes para el sitio en cuestión frente a aquellos que aparecen más retrasados en las búsquedas. Supongamos que un usuario ingresa a Google y busca “restaurantes en Santa Lucía”. El primer sitio que aparece en la primera página de resultados corresponde al Restaurante El Mejillón. El sitio de este restaurante, por lo tanto, ha sido diseñado de acuerdo a los parámetros de SEO. En cambio, los sitios que recién aparecen en la octava o novena página de resultados, por citar una posibilidad, no respetan las técnicas SEO. Es importante saber que los buscadores como Google analizan diferentes variables para encontrar los sitios en la Red y ordenarlos en los resultados de sus búsquedas. El objetivo de los administradores de sitios web es que sus sitios aparezcan en los primeros lugares de dicha clasificación que realiza el buscador: por eso, el proceso de SEO consiste en estudiar las variables de ordenamiento y respetarlas en la programación y el diseño de los sitios (por ejemplo, incluyendo palabras clave en los contenidos, añadiendo enlaces, etc.). Son muchos y variados los factores que son tenidos en cuenta por cualquier motor de búsqueda para proceder unos resultados. No obstante, entre los más importantes hay dos fundamentalmente: fundamentalmente: •
•
La relación o relevancia relevancia que tiene la búsqueda búsqueda establecida y la página página en cuestión. En este sentido, entre otras cosas valorará la cantidad de veces que dentro de la misma aparece el término que se está buscando. La popularidad que posee la página web y es que se cree que mientras más conocida sea está más contenido de calidad ofrecerá
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INTRODUCCIÓN AL MARKETING
(2)
5.5.4 El embudo de marketing Un concepto utilizado en marketing digital para enfocar los esfuerzos en la afiliación y fidelización de los productos y servicios es el “embudo de marketing”. Es un proceso de marketing de respuesta directa por el cual se hace pasar a las personas interesadas en determinada temática. El objetivo final es convertir a completos desconocidos en clientes evangelizadores, aquellos que promocionan gratuitamente tus productos entre sus conocidos. Este proceso tiene una serie de elementos científicamente diseñados para capturar el interés, capacitar, filtrar e incentivar a esa gente para que realice las diferentes acciones que tú propones y realice la compra de tu producto o servicio. El inicio de este proceso que tiene como principal objetivo “despertar el interés de las personas sobre algo que deseas anunciar”. El punto importante aquí es: ¿Cómo se despierta el interés, cómo se llama la atención de las personas? La respuesta es, mostrándoles un avance de lo que verán. Por ejemplo, si vas al cine, nota como antes de que empiece la película por la cual pagaste, te pasan avances de otras películas similares, para despertarte el interés. Esos avances, que son publicidad, son diferentes según el horario y la película, no te publicitan una película para niños si vas a ver una película de acción en el horario de trasnoche. Los que siguen son un público más selecto, más m ás filtrado, más interesado. A esta gente debes fidelizarla, construir una relación con ellos, dale valor con cada nuevo contacto. También debes generar intriga, esto se llama “cliff hanging” para que la curiosidad los lleve a realizar la acción que tú t ú propones para pasar al próximo nivel. Las acciones pueden ser inscribirse, solicitar material promocional, llamar, comprar, asociarse, realizar una visita o lo que tú consideres según el diseño de tu proceso de marketing de respuesta directa. El proceso, además te da derecho a intentar cerrar la venta. Luego de la primera venta, si logras fidelizarlos, las ventas subsiguientes se harán con mucho menos esfuerzo.
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(3*
Figura 41: Los pasos del embudo de marketing para lograr la afiliación y la fidelización de l os clientes.69
5.5.5 Ejemplos de éxito del marketing digital70
Los datos son el aval del marketing digital. El éxito no se mide en sensaciones o percepciones, se mide en números. En función de esto y gracias a los buenos resultados de los ejercicios anteriores, las grandes empresas han aumentado este año su presupuesto destinado a su s u presencia online. El tráfico web cualificado, el ROI o la tasa de conversión son tres de los indicadores medibles que definen el resultado de una estrategia de marketing digital. En base a esto podemos hablar de tres marcas que han sabido optimizar su presupuesto y mejorar su visibilidad: 1. NOKIA, NOKIA, Enlaces patrocinados: Nokia es uno de los mayores fabricantes de teléfonos móviles a nivel internacional. Con presencia online a nivel global, cuenta con tiendas propias en las ciudades más importantes del mundo. Como empresa pionera en innovación, dentro de su sector, es consciente de la necesidad de serlo también en internet ya que, entre otras cosas, supone un importante apoyo para sus tiendas físicas. Para ello, ha implementado un agresivo posicionamiento de sus productos en Google, aplicando el SEO y así llevar a más potenciales consumidores a sus tiendas físicas y también en sus canales virtuales o las de sus distribuidores distribuidores como Claro en Perú.
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INTRODUCCIÓN AL MARKETING
(3(
3. LG. Optimización LG. Optimización y marketing en buscadores: LG Electronics, líder mundial de la tecnología digital, es una empresa dedicada a la fabricación de electrónica de consumo (televisores, electrodomésticos, smartphones, teléfonos móviles, informática, monitores, climatización). Fundada en Corea del Sur en 1958 por Koo In-Hwoi cuenta con más de 93.000 empleados repartidos en 120 subsidiarias a nivel mundial. Esta compañía ha aplicado una estrategia en donde utiliza tanto el SEM como el SEO para lograr incrementar sus ventas. Para ello, ha tomado palabras claves en períodos de tiempo determinados, como Navidad, para lograr que más clientes visiten sus canales virtuales. De forma complementaria, ha trabajado una buena campaña de relaciones públicas en medios locales, como por ejemplo El Comercio y Gestión, para así incrementar el enlace a su página web desde dichas página web que son visitadas diariamente por varias personas.
Figura 42: Vista de la página de Aldeas Infantiles Perú.71
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(32
Re!+,en
El marketing digital incluye incluye dentro de sus estrategias estrategias la comunicación digital por medio de la cual las empresas buscan alcanzar unos objetivos específicos orientados a un mejor posicionamiento de su marca y rendimiento económico.
SEM es el acrónimo de (Search Engine Marketing) Marketi ng) o como definición más llana es la posibilidad de crear campañas de anuncios por clic en internet a través de los buscadores más comunes. Como Yahoo o Google.
SEO es una sigla que procede de la expresión inglesa Search Engine Optimization. Se trata de la técnica que consiste en optimizar un sitio web para que alcance el mejor posicionamiento posible en los buscadores de Internet.
Un concepto utilizado en marketing digital para enfocar los esfuerzos en la afiliación y fidelización de los productos y servicios es el “embudo de marketing”. Es un proceso de marketing de respuesta directa por el cual se hace pasar a las personas interesadas en determinada temática.
Pueden revisar el siguiente enlace para ampliar los conceptos vistos: o
En el siguiente enlace, enlace, se podrá podrá conocer un poco más más acerca de la publicidad y sus clases: https://www.youtube.com/watch?v https://www.you tube.com/watch?v=x3h5zefkL =x3h5zefkLh4 h4
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INTRODUCCIÓN AL MARKETING
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BIBLIOGRAFÍA BÁSICA KOTLER, Philip, ARMSTRONG, Gary. 2007 Marketing: versión para Latinoamérica. 11a ed. Naucalpan de Juárez, México: Pearson. (658.8 KOTL/V) STANTON, William J, WALKER, Bruce J. 2007 Fundamentos de Marketing. 14a ed. México, D .F.: McGraw-Hill. (658.8 STAN/F 2007) MERODIO, Juan 2015 Marketing en Redes Sociales: Mensajes de empresa para gente selectiva. España. ELÓSEGUI Tristán y MUÑOZ Gemma 2015 Marketing Analytics. España.
BIBLIOGRAFÍA ELECTRÓNICA KOTLER, PHILIP 2005 Las preguntas más frecuentes sobre marketing. Bogotá: Norma. (658.8 KOTL/P) MARTINEZ SÁNCHEZ, Juan 2010 Marketing. Firmas Press http://site.ebrary.com/lib/bibliocibertecsp/docDetail.action?docID=10360832&p00=10360832
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(34
www.animatu.com www.simdalom.com/blog https://www.marketingonlineandorra.com/blog/ecommerce/como-fidelizar-a-un-cliente/ https://relevanttraffic.com/blog/business-intelligence/cinco-ejemplos-del-exito-del-marketingdigital-en-grandes-marcas www.aldeasinfantiles.org.pe/
COMPLEMENTARIA PIPOLI DE BUTRÓN, Gina 2008 Las mejores prácticas del marketing: casos ganadores de los premios EFFIE Perú 2007. Lima: Universidad del Pacífico. (658.80985 EFFI 2007) RIES, Al TROUT, Jack 2007 La guerra del marketing. 2a ed. México, D. F.: McGraw-Hill.
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