Examinando por Materia "MERCADEO"

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    PublicaciónAcceso abierto
    Los diez pilares del mercadeo: cuando las cuatro P se quedan cortas
    (2014-05-13) Arango-Muñoz, D. G. (Diego German)
    Marketing is an intellectual exercise that allows the directors of all type of organizations to interpret the necessities and expectations of its clients to design attractive enough products for them to like, to feel excited, to buy and repurchase, as well as to recommend to their friends and speak well of them in their social, academic, familiar and business meetings. Traditionally it has been spoken about the 4P´s in marketing: Price, Place, Promotion and Product (or Service), but it seems that it is not enough. Several additional pillars to the 4P are included in this article, and they need to be considered when developing a marketing strategy that fits the present worldwide context. Such pillars are: Necessities of the Consumer, Segmentation, Positioning, Marketing Mix, Marketing Actors, People Involved in the Purchase, Purchase Decision Tree, Marketing Information System, Marketing Planning, and Platform for Change.
  • Miniatura
    PublicaciónAcceso abierto
    Influencia de la edad en la lealtad por marcas y productos de los consumidores de la ciudad de Medellín
    (2014-05-14) Peláez-Martínez, A. (Andrea); Macía-González, J. P. (José Pablo)
    This research was developed through a qualitative exploratory design with consumers in Medellin city. First of all, it was made an explanation and segmentation of consumers according to their life cycle, an implementation of qualitative instruments as words and images associations, role play game and observation.
  • Miniatura
    PublicaciónAcceso abierto
    El marketing, sólo un asunto de implementación
    (2014-05-14) Márquez-Godoy, J. I. (Jose Ignacio)
    The Marketing like a functional area of the organization have a context that to do think in it like practice discipline overall, centered in results and in the decision making governed by the empiric rules. In this article is done a reflection about this, due to that is the area in that resting the company responsibilities in sales and the knowledge that is a discipline of the management that has a theorist context based in principles obtained by means of scientific research and the cases study that allow to build strategies with a solid focus, guaranteeing concrete results to the companies. Ignore this could be dangerous to the surviving of the company.