miércoles, 25 de noviembre de 2009

DESCARGA DE ARCHIVO PARA PLAN DE MARKETING

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domingo, 19 de julio de 2009

MENSAJE DE BIENVENIDA


Estimado alumno:

Es para mi un placer darte la bienvenida a este Blog el cuál ha sido desarrollado con la intención de que sirva como complemento a tu instrucción en clase y todos los temas que se desarrollen durante el siguiente semestre. Asimismo este espacio tiene la finalidad de funcionar como un medio de comunicación entre ustedes y el profesor para el enriquecimiento de los temas discutidos durante las sesiones de clase.

En este Blog tendrás la capacidad gradualmente de acceder a los temas y contenidos del curso, tareas y proyectos que se desarrollen durante el semestre. Deseo abiertamente que este Blog se vuelva fuente de Expresión Pura del Conocimiento y la Práctica!!!

Nuevamente sé bienvenido al curso y siente la libertad de hacer cualquier comentario o aportación a este blog…

Éxito y conocimiento durante este semestre!!

Leonel González

Profesor






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PERFIL DE LA CARRERA

 

El licenciado en mercadotecnia es el profesional que tiene la capacidad de analizar y evaluar oportunidades y necesidades del mercado, así como desarrollar objetivos, políticas y estrategias para la satisfacción del mismo: podrá también analizar, diagnosticar y cuantificar las necesidades del consumidor, a partir de la investigación de mercados con el propósito de satisfacer sus necesidades de productos y servicios.

DESCRIPCIÓN DE LA MATERIA

 

Esta materia proporciona las nociones y fundamentos para conocer el ambiente del comercio internacional y herramientas para aplicar la mercadotecnia en los productos y servicios en entornos internacionales así mismo capacitará al alumno para desarrollar planes de mercadotecnia adecuados para satisfacer plenamente los mercados internacionales.

OBJETIVO GENERAL DEL CURSO

 

Al finalizar el curso el alumno conocerá los fundamentos básicos de la mercadotecnia internacional, así como una visión internacional de la mercadotecnia

1.0 EL PROCESO DE LA MERCADOTECNIA INTERNACIONAL

Objetivos Generales

Al finalizar la unidad el alumno conocerá los conceptos elementales de comercio y mercadotecnia internacional, comprenderá los procesos y niveles de integración de los países e identificará las principales instituciones de comercio internacional, sus orígenes y sus funciones así mismo comprenderá el entorno en el que se desarrolla el intercambio internacional de bienes y servicios.

Objetivos Particulares

  1. Conocer las diferencias entre mercadotecnia nacional, mercadotecnia internacional y comercio internacional.
  2. Entender los mecanismos de integración que experimentan los países así como las principales tendencias económicas a nivel mundial.
  3. Identificar las instituciones que reglamentan y favorecen el comercio internacional, su historia y sus funciones.
  4. Entenderá la injerencia del entorno cultural, económico, político y legal en la mercadotecnia internacional.
En este apartado podrás conocer los principales elementos externos que influyen en la toma de decisiones cuando de desarrolar una estrategia de Marketing Integral en los diversos mercados se trata, en el primer apartado se estudia las principales focos de estudio en cuanto a los datos poblacionales de los diferentes mercados para poder inferir conductas en el consumidor que nos permita desarrollar mejor productos y por ende mejores formas de comercialización, bajo el apartado de Características particulares de los mercados.

1.1. Conceptos Básicos

DEFINITION OF MARKETING


Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.


Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.


The Chartered Institute of Marketing, which is the world's largest marketing body, defines marketing as "The management process responsible for identifying, anticipating and satisfying customer requirements profitably."

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics,anthropology and neuroscience, the profession is now widely recognised a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.


Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches.

Source from: Wikipedia

PRODUCT

Product marketing deals with the first of the "4P"'s of marketing, which are Product, Pricing, Place, and Promotion. Product marketing, as opposed to product management, deals with more outbound marketing tasks. For example, product management deals with the nuts and bolts of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others. Product marketing, as a job function within a firm, also differs from other marketing jobs such as Marcom or marketing communications, online marketing, advertising, marketing strategy, etc.

A Product Market is something that is referred to when pitching a new product to the general public. The people you are trying to make your product appeal to is your consumer market. For example: If you were pitching a new video game console game to the public, your consumer market would probably be the adult male Video Game market (depending on the type of game). Thus you would carry out market research to find out how best to release the game. Likewise, a massage chair would probably not appeal to younger children, so you would market your product to an older generation.


Source: Wikipedia

PRICING

Pricing is one of the four Ps of the marketing mix. The other three aspects are product, promotion, and place. It is also a key variable in microeconomic price allocation theory. Price is the only revenue generating element amongst the 4ps, the rest being cost centers. Pricing is the manual or automatic process of applying prices to purchase and sales orders, based on factors such as: a fixed amount, quantity break, promotion or sales campaign, specific vendor quote, price prevailing on entry, shipment or invoice date, combination of multiple orders or lines, and many others. Automated systems require more setup and maintenance but may prevent pricing errors.

Source: Wikipedia


PROMOTION

Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements are product marketing, pricing, and distribution.)

Promotion is generally sub-divided into two parts:

The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.


Source: Wikipedia


DISTRIBUTION


Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.

The other three parts of the marketing mix are product, pricing, and promotion.


Source: Wikipedia


MARKETING SEGMENTATION

A market segment is a group of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. These can broadly be viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups.

Source: Wikipedia

MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

Source; Wikipedia


MOST IMPORTANT MARKETING TERMS

If you want to know more about the most important terms of Marketing, you should click on The Marketing Association of Australia and New Zeland website.


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