Monografia de Marketing
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autor: Rolin LAUREANO CRISTOBAL...
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UNIVERSIDAD NACIONAL DE EDUCACION Enrique Guzmán y Valle Alma Máter del Magisteri Na!inal
La Cantuta
MARKETING
FACULTAD
: CIENCIAS
EMPRESARIALES
ESPECIALIDAD:: ADMINISTRACION ESPECIALIDAD DE NEGOCIOS INTERNACIONA INTERNACIONALES LES
PROFESOR:: QUINTTER SALAS PROFESOR PITTMAN ESTUDIANTE
:
LAUREANO CRISTOBAL ROLIN A.
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"ACUL#AD DE CIENCIAS EM$RESARIALES
A MI FAMILIA APOYARME SIEMPRE.
POR
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"ACUL#AD DE CIENCIAS EM$RESARIALES
INTRODUCCIÓN Definir nuestro negocio negocio es definir cuál es la razón de ser y cuál es la necesidad de los consumidores consumidores que nuestro producto satisface. producto satisface. Para ello, entonces necesitamos saber cuáles son las necesidades más frecuentes que satisfacen los clientes cuando compran un producto. Es muy frecuente que los empresarios no tengan claro qué es lo que venden. Mucas veces parece irrelevante preguntarse qué vendemos. Evidentemente, todos los vendedores conocen los productos que productos que ofrecen a los consumidores. Pero no necesariamente necesariamente conocen que buscan los consumidores en nuestros productos. En la mayor!a de los casos, los compradores "consumen" algo #o muco$ más que el producto en s!. %os productos contienen algunos elementos adicionales #que los empresarios deben aprender aprender a identificar$ que los acen más atractivos& categor!as, cualidades, servicio, servicio, entre otros. Estas cualidades son las necesidades ocultas de los clientes. 'i uno es realmente capaz de determinar qué es lo que realmente compran o desean comprar sus clientes, estará en condiciones de ofrecerles lo que demandan, pero mucas veces no es tan evidente determinar que compran inclusive para los mismos consumidores. Entonces para definir nuestro negocio debemos determinar las necesidades ocultas que los consumidores satisfacen cuando compran nuestros productos. %uego y sólo entonces debemos preguntar qué posibilidades tenemos de cumplir con nuestros clientes. Determinar qué es lo que quieren nuestros clientes y que es lo que les ofrecemos o vendemos no es tan fácil pero el mar(eting el mar(eting ayuda ayuda bastante para averiguarlo. )na empresa averigua empresa averigua primero que es lo que quiere el cliente para cliente para después producirlo. En ese ob*etivo el mar(eting se apoya en otras disciplinas como la econom!a #especialmente econom!a #especialmente la microeconom!a$+ microeconom!a$+ las llamadas ciencias llamadas ciencias del comportamiento como comportamiento como la psicolog!a la psicolog!a,, la sociolog!a y sociolog!a y la antropolog!a la antropolog!a cultural, cultural, y en la estad!stica. Por cierto que el Mar(eting también aporta lo suyo. Entre los est!mulos principales principales de las ventas el ventas el mar(eting seala cinco de ellos como primordiales+ el producto, el precio, precio , el envase, la producción y producción y la distribución. distribución. Más adelante se verá con detalle estos puntos. %a frase clave es conocer el mercado. %as necesidades del mercado , es decir de los consumidores consumidores son las que dan la pauta para poder para poder definir definir me*or que es lo que vamos a vender y a quienes as! como dónde y cómo lo aremos.
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"ACUL#AD DE CIENCIAS EM$RESARIALES
ÍNDICE DEDICA#ORIA IN#RODUCCI&N MAR'E#ING DE"INICI&N((((((((((((((((((((((((((()))))))))))))))))) ))))))))))))))))))))))))))))))))))* CONCE$#OS ECON&MICOS((((( ECON&MICOS(((((((((((((( (((((((((((((((()) ((((((()) (((((((((((())(())+ DESARROLLO ,IS#&RICO DEL MAR'E#ING((() (((((((((((((((((((((((((+ IM$OR#ANCIA AC#UAL DEL MAR'E#ING((((((((((((((((((((((((((((()MAR'E#ING . VEN#AS(((((((((((((((((((((((((((((((((( ((((())/ $RINCI$IOS 0ASICOS D MAR'E#ING(((((((((((((((((((((((((((((((() 1 EVOLUCION DEL MAR'E#ING(((((((((((((((((((((((((((((((( ((((1 MAR'E#ING . EN#ORNO((((((((((((((((((((((((((((((((( (((((23 EL MERCADO((((((((((((((((((((((((((((((((( ((((((((((())24 CLASES . #I$OS DE MERCADO((((((((((((((((((((((((((((((((( ((24 SEGMEN#ACION DE MERCADO((((((((((((((((((((((((((((((((( ()24 SELECCI&N DEL MERCADO ME#A(((((((((((((((((((((((((((((((((25 $OSICIONAMIEN#O((((((((((((((((((((((((((((( (((((((((())(2* #I$OS DE $OSICIONAMIEN#O((((((((((((((((((((((((((((( ((((((2* LA ME6CLA DE LA MERCADO#ECNIA MERCADO#ECNIA 7LAS 8CUA#RO 9$9:; (((((((((((((((((())2$rdu!t))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) $rdu!t ))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) )))))))))))))))))))))2$re!i((((((((((((((((((((((((((((((((((( $re!i ((((((((((((((((((((((((((((((((((( (((((((()(((()))2$laza Distri>, ; o en ;2 ORIENTACIÓN ORIENTACIÓN A )A PRODUCCIÓN Desde PRODUCCIÓN Desde ;I>> asta los ao ;, las empresas en Europa y EE.)). mostraban una clara orientación a la producción. Dado que todo lo que se produ*era era consumido de inmediato, la manufactura determinaba determinaba las caracter!sticas de los productos. @o era necesario comercializar para vender. 5odo se consum!a de inmediato, fuera lo que fuera lo que se produc!a. El consumidor no ten!a tiempo de seleccionar ni forma, ni color, tomaba cualquier cosa. %a demanda superaba la oferta. ORIENTACIÓN A )A ENTA ENTA partir de la crisis del ao ;, donde la capacidad de compra se redu*o al m!nimo, se crearon y desarrollaron productos, que luego trataban de introducirse en el Mercado. Mucos de esos productos no tuvieron é4ito, otros tuvieron é4ito momentáneo. 'e comienza a dar gran importancia a las ventas, como generador de ingresos. 'e desarrollan técnicas destinadas a vender. #De aqu! se
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"ACUL#AD DE CIENCIAS EM$RESARIALES identificar clientes espec!ficos y sus necesidades concretas. %os segmentos se van reduciendo asta llegar a grupos meta altamente 3 . MARKETING - ENTORNO %os profesionales de mar(eting tienen que saber crear relaciones con los clientes, con otros miembros de la empresa y con los socios e4ternos. Para acerlo eficazmente, deben comprender las principales fuerzas del entorno que rodean a estas relaciones. El entorno de mar(eting de una empresa es& Kcon*unto de fuerzas directas e indirectas y controlables e incontrolables que son susceptibles de e*ercer influencia, desde un ámbito microeconómico y macroeconómico, en todas sus acciones, decisiones y resultadosL Entorno de Mar(eting H @%6'6' E:5E9@/& E:5E9@/& H Nactores no controlables controlables de la organización organización #macro entorno$. H Nactores con alg3n posible control #micro entorno$. H 6dentifica oportunidades y amenazas. @%6'6' 6@5E9@/& 6@5E9@/& H Nactores de la organización #micro entorno$. H 6dentifica fortalezas y debilidades. debilidades. MACROENTORNO DE) MARKETING 'on las fuerzas que condicionan la actuación de la empresa. El poder de influencia de la empresa es escaso. /b*etivos del análisis& H 9entabilizar 9entabilizar oportunidades oportunidades H Minimizar amenazas a$-ondiciones demográficas Estudio de las poblaciones umanas en cuanto a tamao, densidad, localización, localización, edad, género, raza, profesión y otras estad!sitcas. -ondiciones referentes a la población& H 5amao de la población y pirámides de población.
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"ACUL#AD DE CIENCIAS EM$RESARIALES -omunicación -omunicación #56-$. 'ólo la mitad de los consumidores consumidores es capaz de nombrar una innovación reciente c$ -ondiciones económicas Magnitudes económicas más relevantes& H -recimiento P6, tasa paro, inflación, gasto p3blico, tipos interés #aorro, gasto, inversión$, tipos de cambio. H 9entas per capita y capacidad de compra. El actual proceso de globalización an surgido& H Mercados más competitivos. H Dependencia económica entre pa!ses. H Deslocalización de la producción. H Papel relevante de las e4portaciones. e4portaciones. d$ -ondiciones socioculturales @ormas, actitudes y ábitos comunes en el entorno social, que influyen en el comportamiento individual, familiar y organizacional 5endencias& H )nidad familiar dinámica y cambiante. H 5raba*o de la mu*er fuera del ogar H ida profesional con más cambios y más per!odos vacacionales. H Medios tecnológic t ecnológicos& os& teletraba*o, educación a distancia,... H -ambios sociológicos. H -omportamiento del consumidor con productos más personalizados. e$ -ondiciones pol!ticas y legales %eyes , organismos p3blicos y grupos de presión que influyen y limitan a las diversas organizaciones organizaciones e individuos individuos de determinada sociedad. H Marco institucional, p3blico y legal. H Marco normativo armonizado en la ).E. H Marco legal& limita las actuaciones para acceder al mercado. lgunos e*emplos& H %ey frente al tabaquismo #=>>Q$ H %ey de Marcas #=>>;$ H %ey de 7orarios -omerciales #=>>$ H @ormas de autocontrol. f$ -ondiciones -ondiciones competitivas %as condiciones competitivas se deben a dos f actores&
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"ACUL#AD DE CIENCIAS EM$RESARIALES H E4terno& proveedores, proveedores, intermediarios, publico ob*etivo y grupos de interés, competencia. Micro mbiente 6nterno /rganización& /rganización& H Medios umanos y materiales disponibles para un f!n H Estructura organizativa& organizativa& H Esquema formal de relaciones, comunicaciones, comunicaciones, procesos de decisión, procedimientos procedimientos y sistemas. E4presión e4terna de la organización& organización& H /rganigrama, descripción descripción de tareas y procedimientos. procedimientos. H Posición del Departamento de Mar(eting. Mar(eting 6nterno. Micro mbiente E4terno 1.PROEEDORES 6nicio 1.PROEEDORES 6nicio del canal& origen de los productos comercializados comercializados -ondiciona la oferta de la empresa. Nallos en el suministro O pérdida de ventas a cRp, insatisfacción del cliente, dao a la imagen. 9elaciones& pueden transformarse en venta*a competitiva @ecesidad de un clima de cooperación. Mar(eting de relaciones. (.INTERMEDIARIOS Enlazan (.INTERMEDIARIOS Enlazan la producción y prestación con el uso o consumo. Distancia espacial y temporal entre producción y consumo. decuar decuar la oferta a la demanda Proceso de Distribución& transporte, dividir la oferta, almacenar, contactar, comunicar. comunicar. 'implifican intercambios. Participan en actividades de Mar(eting. -ontraen riesgos en nombre de las empresas. ?eneran satisfacción. 6ntereses contrapuestos. +.P4)ICO O5ETIO 6C)IENTES7 ase 6C)IENTES7 ase de las acciones y decisiones de Mar(eting 6dentificación y comprensión de las necesidades necesidades del consumidor& comportamiento comportamiento del consumidor -lasificación en diferentes categor!as. ,.GRUPOS DE INTER8S ccionistas, INTER8S ccionistas, medios de comunicación, asociaciones empresariales, empresariales, organizaciones organizaciones de consumidores, consumidores, entidades financieras, sindicatos, administraciones p3blicas. Pueden influir en los resultados de la empresa cciones de -omunicación -omunicación #9elaciones P3blicas$ 0.COMPETENCIA 9ivalidad 0.COMPETENCIA 9ivalidad entre organizaciones. Nactores macro ambientales determinan capacidad de e4pansión. asada en productos de la misma categor!a, en otras categor!as para las mismas u otras necesidades. 9 . E) MERCADO
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"ACUL#AD DE CIENCIAS EM$RESARIALES %os mercados tienen reglas e incluso es posible para una empresa adelantarse a algunos eventos y ser protagonista de ellos. %os empresarios no podemos estar al margen de lo que sucede en el mercado. +. C$"s!s d! M!rc"do Puesto que los mercados están construidos por personas, ogares, empresas o instituciones que demandan productos, las acciones de mar(eting de una empresa deben estar sistemáticamente dirigidas a cubrir los requerimientos particulares de estos mercados para proporcionarles una me*or satisfacción de sus necesidades espec!ficas. 'eg3n el monto de la mercanc!a Mercado 5otal.8 conformado por el universo con necesidades que pueden ser satisfecas por la oferta de una empresa. Mercado Potencial.8 conformado conformado por todos los entes del mercado total que ademas de desear un servicio, un bien estan en condiciones de adquirirlas. Mercado Meta.8 esta conformado por los segmentos del mercado potencial que an sido seleccionados en forma especifica, como destinatarios de la gestion de mar(eting, es el mercado que la empresa desea y decide captar. Mercado 9eal.8 representa el cercado al cual se a logrado llegar a los consumidores de los segmentos del mercado meta que se an captado. +.1 Otros Tios d! M!rc"do Mercado mayorista 'on en los que se venden mercader!as al por mayor y en grandes cantidades. ll! acuden generalmente los intermediarios y distribuidores a comprar en cantidad los productos que después an de revender a otros comerciantes, comerciantes, a precios mayores y capricosamente capricosamente elevados. Mercado Minorista %lamados también de abastos, donde se venden en pequeas cantidades directamente a los consumidores. consumidores. )na nueva modalidad de este tipo de mercados lo tenemos en los llamados
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"ACUL#AD DE CIENCIAS EM$RESARIALES 'egmentación demográfica. Es la división en grupos basados en variables demográficas demográficas como la edad, el se4o, el tamao de la familia, ciclo de vida, nivel de ingresos. )na de las razones por la que se utiliza éste tipo de segmentación segmentación es que las necesidades, deseos y tazas de uso están a menudo estrecamente relacionada con las variables demográficas. demográficas. 'egmentación psicográfica. psicográfica. qu! los clientes clientes se divide en grupos grupos seg3n su clase clase social, estilo estilo de vida o personalidad. 'egmentación por conducta. En esta segmentación los clientes se dividen en grupos seg3n sus conocimientos, actitudes, costumbres o sus respuestas a un producto. 1< . SE)ECCIÓN DE) MERCADO META -onsiste en evaluar el atractivo de cada segmento y 'E%E--6/@9 uno o más de los segmentos de mercado para entrar. %a empresa tiene que decidir #o saber$& 8 -)@5/' 'E?ME@5/' -)969 0 -/M/ 6DE@56N6-9 %/' MEJ/9E' 1 Estr"t!'i" Indi/!r!nci"d": 8 'e concentra en los clientes y necesidades comunes. 8 Disea su productoR servicioR mezcla y captar más clientes. 8 Distribución en masa y publicidad masiva. masiva. P9/%EM& Empresas se olvidan de segmentos pequeos. ( Estr"t!'i"s Di/!r!nci"d"s: 8 Empresas operan diversos segmentos con ofertas. 8 Disea su productoRservicioRmezcla M(. Para fidelizar y captar más clientes. 8 Distribución en comercio electrónico y tradicional publicidad 6nternet y medios masivos. 8 -rea más ventas porque utiliza canales de distribución y al tener mayor cantidad de productos y comercializarlos aumentan los costos #producción, #producción, administrativos, p. de impulsión, etc.$
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"ACUL#AD DE CIENCIAS EM$RESARIALES correcto posicionamiento. posicionamiento. 7ay que revisar los puntos fuertes y débiles del producto para ver como diferenciarse de la competencia. En t odo caso, siempre ay que buscar aspectos que los consumidores puedan percibir. 1( . TIPOS DE POSICIONAMIENTO 1.1 M!di"nt! di/!r!nci"s !n !$ roducto: Es posible destacar las diferencias que tenga el producto para alcanzar una posición distinta a la de la competencia. %as diferencias en el producto pueden copiarse fácilmente, aunque si, el posicionamiento se basa en algo intr!nseco al producto ya no es tan sencillo. 1.(M!di"nt! un" c"r"ct!r&stic" c$"%!: Es necesario preguntarse que beneficios ofrece el producto para que el consumidor lo encuentre e4cepcional. e4cepcional. @o se trata de construir nuevas caracter!sticas, sino más bien, resaltar alguna que no esté e4plotada. 1.+ A tr"%=s d! $os consumidor!s d!$ roducto: 'e puede posicionar el producto ofreciendo un lugar, un producto o servicio especial para un grupo determinado de consumidores. 1., M!di"nt! !$ uso: Mucas veces se puede posicionar teniendo en cuenta cómo y dónde se usa el producto+ es decir, prestando atención al uso que se le da al producto.
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"ACUL#AD DE CIENCIAS EM$RESARIALES obtenidos a través de la información primaria. primaria. un cuando no se disponga de este tipo de información, el método puede utilizarse con las estimaciones propias del mercado. Este método consta de tres pasos& %istar en orden de importancia las caracter!sticas del producto genérico -uantificar cada producto en las caracter!sticas del punto anterior 9evisar la posición que ocupa nuestro producto en los atributos más importantes una vez que el mapa de posicionamiento está completo. -uando se a determinado cómo se pretende que el mercado ob*etivo perciba el producto, se está en disposición de desarrollar desarrollar la estrategia de posicionamiento. posicionamiento. Es conveniente considerar más de un método de posicionamiento para después elegir el que me*or refle*e el producto en comparación con la competencia. 5odas las alternativas relacionaran relacionaran producto, competencia y mercado ob*etivo, pero cada alternativa se fi*ará más en un factor que en los demás. 1+ . )A ME@C)A DE )A MERCADOTECNIA 6)AS CUAT CU ATRO RO BPB7 El mar(eting es el con*unto de técnicas que con estudios de mercado intentan lograr el má4imo beneficio en la venta de un producto& mediante el mar(eting podrán saber a qué tipo de p3blico le interesa su producto. 'u función primordial es la satisfacción del cliente #potencial cliente #potencial o actual$ mediante las cuales pretende disear el producto, establecer precios, elegir los canales de distribución y las técnicas de comunicación
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"ACUL#AD DE CIENCIAS EM$RESARIALES Elemento del mi4 que utilizamos para conseguir que un producto llegue satisfactoriamente satisfactoriamente al cliente. -uatro elementos configuran la pol!tica de distribución& C"n"$!s d! distri>uci#n. %os distri>uci#n. %os agentes implicados en el proceso de mover los productos desde el proveedor asta el consumidor. P$"ni/ic"ci#n d! $" distri>uci#n. distri>uci#n. %a toma t oma de decisiones para implantar una sistemática de cómo acer llegar los productos a los consumidores y los agentes que intervienen #mayoristas, minoristas$. Distri>uci#n /&sic". Normas /&sic". Normas de transporte, niveles de stoc(, almacenes, localización de plantas y agentes utilizados. M!rc"ndisin'. 5écnicas M!rc"ndisin'. 5écnicas y acciones que se llevan a cabo en el punto de venta. -onsiste en la disposición y la presentación del producto al establecimiento, establecimiento, as! como de la publicidad y la promoción en el punto de venta. -uando ablamos de place es un término en inglés para denominar el lugar, también se mane*a en espaol como la evidencia f!sica del lugar, para el mar(eting es muy importante llevar al cliente e4perimentar los F sentidos en un lugar de venta como lo son& 8olor 8color 8vista 8gusto 8tacto Entre más sentidos capte nuestro consumidor mayor será el grado de captación de nuestra empresa, me*orando la aceptación en su top /f mind.
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"ACUL#AD DE CIENCIAS EM$RESARIALES %os ob*etivos y estrategias forman el corazón del corazón del Plan de Mar(eting. %os ob*etivos describen qué debe conseguirse para lograr la previsión de ventas, las estrategias describen cómo deben enlazarse los ob*etivos. %os ob*etivos y estrategias se desarrollan revisando las previsiones de ventas, el mercado ob*etivo, los problemas y las oportunidades. 7ay que tener presente que aunque esta sección no necesita muco esfuerzo en cuanto a b3squeda de información o cálculos, s! se requiere muco tiempo de refle4ión. qu! qu! se marca la diferencia de la empresa+ las ideas innovadoras innovadoras resultan importantes en este punto. O>!ti%os D! M"r!tin' )n ob*etivo de mar(eting indica algo que debe lograrse. Diferenciar ob*etivos de estrategias no es siempre fácil, es una fuente de confusión muy usual, incluso para personas de empresa. Para diferenciar ambos conceptos ay que tener en cuenta que un ob*etivo de mar(eting debe& 'er espec!fico 'er medible
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"ACUL#AD DE CIENCIAS EM$RESARIALES Estr"t!'i"s !st"ci#n"$!s& !st"ci#n"$!s& %as decisiones estratégicas deben considerar cuando anunciar o promocionar el producto. qu!, el estudio al respecto realizado en el análisis de la empresa debe consultarse. 7ay que considerar si se realizará mayor proporción en la temporada de venta alta, si se utilizarán promociones especiales en los meses ba*os, etc. Estr"t!'i"s com!titi%"s: 'i com!titi%"s: 'i ay gran competencia en el sector en que nos movemos estaremos obligados a construir estrategias especiales acia los competidores. competidores. Estas estrategias dependen de la situación+ se puede intentar establecer el producto como diferente al de los competidores, o diferenciarlo del producto de un competidor espec!fico, o puede realizar una promoción especial cuando se espera la llegada de un competidor importante, etc. Estr"t!'i"s d!$ m!rc"do: 'obre m!rc"do: 'obre el estudio realizado para determinar el mercado al que va dirigido el producto se pueden construir estrategias. Podemos ampliar a un nuevo mercado, centrarnos en un mercado con gran potencial, etc. Estr"t!'i"s d!$ roducto: 'e roducto: 'e pueden estudiar usos alternativos del producto, o métodos para incentivar la fidelidad. 'e deben buscar formas más eficientes de fabricar el producto y métodos para aumentar su rentabilidad. rentabilidad. El envase es otro punto a tener en cuenta, un cambio en el envase puede ayudar a re*uvenecer el producto.
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"ACUL#AD DE CIENCIAS EM$RESARIALES
Proceso de marketing basado en Kotler. en Kotler.
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"ACUL#AD DE CIENCIAS EM$RESARIALES
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"ACUL#AD DE CIENCIAS EM$RESARIALES
%as principales son& H Entrevista en Entrevista en profundidad& Es un encuentro uno a uno #entrevistado8entrevistador$, #entrevistado8entrevistador$, en el que se pretende obtener información información respecto a las creencias, motivaciones motivaciones u opiniones sobre el entrevistado, con apoyo de una gu!a de preguntas para direccionar la entrevista. entrevista. Esta técnica genera información a profundidad profundidad sobre un su*eto en espec!fico. H 5écnicas de grupo #?rupo #?rupo Nocal o Nocal o Nocus ?roup$& 'esiones de uno a mucos #entrevistador8entrevistados$ #entrevistador8entrevistados$.. donde se desarrolla una conversación con un propósito y un tema en espec!fico. 5ambién se dirigen en base a una gu!a de preguntas, y tiene como finalidad el análisis basado en la e4posición de ideas de los entrevistados,
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"ACUL#AD DE CIENCIAS EM$RESARIALES -onstituye un proceso sistemático, riguroso y racional de recolección, tratamiento, análisis y presentación de datos, basado en una estrategia de recolección directa de la realidad de las informaciones necesarias para la investigación. De acuerdo con el propósito, la investigación de campo puede ser de dos tipos& In%!sti'"ci#n !$or"tori", !$or"tori", constituida por aquellos estudios que tratan de describir la situación sin intentar e4plicar o predecir las relaciones relaciones que se encontraran en ella.!ri/ic"ci#n ella. !ri/ic"ci#n d! *i#t!sis, *i#t!sis, trata de establecer relaciones entre variables, con la finalidad de e4plicar el comportamiento del fenómeno o eco en estudio. In%!sti'"ci#n d! '">in!t!
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"ACUL#AD DE CIENCIAS EM$RESARIALES El ritmo de actualización que tiene la información utilizada, utilizada, ya que necesitamos la más reciente y que se a*uste a la realidad. El grado en detalle de la información utilizada, para que no se engloben en un mismo concepto datos que permiten conocer los componentes del fenómeno estudiado. 'olamente una adecuada información permite tener una pol!tica de empresa, que determine los ob*etivos a conseguir, la actividad a realizar, las decisiones que se deben tomar, etc.+ tener un programa, seguirlo y coordinarlo+ y, finalmente, establecer un mecanismo de control que verifique que todo se desarrolla seg3n lo previsto, efectuar las correcciones y las adaptaciones necesarias.
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"ACUL#AD DE CIENCIAS EM$RESARIALES Podemos ampliar aun más esta interpretación. )n televisor 9- adquirido en una
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"ACUL#AD DE CIENCIAS EM$RESARIALES ETENSIÓN *ACIA ARRIA: Es ARRIA: Es posible que las compa!as que se sit3an en la parte
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"ACUL#AD DE CIENCIAS EM$RESARIALES mayor X o menor X consistencia de l!nea de producto, dependiendo dependiendo de si quiere
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"ACUL#AD DE CIENCIAS EM$RESARIALES Durante esta etapa del ciclo de vida del producto, este se lanza en el mercado con una
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"ACUL#AD DE CIENCIAS EM$RESARIALES +.(. Modi/ic"ci#n d!$ Producto.
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