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Faculty of Management and International BusinessStudents:Bonifaz Elas EvelynOrmeo Castaeda KiaraSimn Taya AzizaVargas Vega GorettyCourse:Cycle:English for BussinesFifth
Theme:Comparative and Superlative
INTRODUCTIONCurrently Marketing is one of the areas most important for any company that wants to survive in a world as competitive as ours. Then, as the modern Marketing affects all (consumers and entrepreneurs), it is necessary to study it.
THE MARKETING PROCESS
1.- SEARCH FOR OPPORTUNITIESThe first stage of the marketing process consists of the search, identification and analysis of opportunities that may exist in the market.
This search, identification and analysis of the best opportunities is through a market research enabling to identify and analyze, among other things:
It should be noted that opportunities do not only include opportunities for building a new business, but also including, for example, chances of launching a new product, enter a new market, bet on a new field of business, etc.
2. SEGMENTATION AND SELECTION OF MARKETSThe second stage of the marketing process consists of segmentation and selection of markets.
In the first place is it segmented or divided the total market that exists for the product or service to offer in different homogeneous markets (groups of consumers with similar characteristics), taking into account different variables such as location, range of age, gender, socioeconomic status, lifestyle, etc.
And then selects between the resulting markets, more attractive to venture, market taking into account the capacity, the knowledge and the experience with one account, as well as the fact that it is broad enough and has enough economic capacity.
3. Analysis of the marketAt this stage is analyzed the market that has been selected in the segmentation and selection of markets previously carried out (target market), in order to know him better and thus be able to formulate the best marketing strategies.In the analysis of the market, the two main elements discussed are the consumers that comprise it (target audience) and competition. Consumer: analyzes your needs, tastes, preferences, desires, consumption habits, behaviors of purchase (where to buy, when to buy, to buy), customs, attitudes, etc. Competition: analyzes its location, target audience, volume of sales, market share, experience in the market, resources, capacity, main strategies, competitive advantages, strengths, weaknesses, etc.
4. FORMULATION OF MARKETING STRATEGIESThis stage formulate marketing strategies to be used to enter the target market and assist you in the best possible way, based on analysis of the market previously made.
That is to say, it makes marketing strategies that meet needs, tastes, preferences and desires of consumers, and to take into account its other characteristics, and that allow them to compete properly with the competitors.
Marketing strategies are carried out for the four elements that make up a blend of marketing (product, price, place and promotion).
5. DESIGN OF ACTION PLANSAt this stage are designed most suitable plans for action that include steps and other aspects necessary to implement the marketing strategies previously formulated.
Action plans usually include the following elements:
6. IMPLEMENTATION OF MARKETING STRATEGIES The marketing strategies formulated, on the basis of previously designed action plans are implemented at this stage.
The deployment or implementation of the marketing strategies includes among other things the organization of the tasks, the allocation and distribution of the easiest to use resources, the allocation of responsibility and, the coordination of activities, and direction for implementation of the strategies.
7. CONTROL AND EVALUATIONFinally, at this stage is monitored and evaluated the implementation of marketing strategies.
In the first place, it controls and ensures that the marketing strategies are best implemented as specified in the plans of action, and that the staff in charge of the implementation is having a more efficient performance both individual and collective.
And then evaluates and checks to see that the proposed targets are reaching to verify that the results obtained agree with the expected results, so that otherwise take the corrective measures or, in any case, formulate and implement new marketing strategies.
THE MARKETING MIX
Any good, service, idea, organization or institution that is offered in a market for purchase and is much better than the competition and satisfies a need.
Is the product exchange, determined by a higher utility or satisfaction derived from the purchase and use or consumption of the product.It is the element that binds the mixture much more short term and that the company can adapt quickly to competition.
Element of the mixture used to get a product reaches the customer successfully.
DISTRIBUTION POLICIES ARE
-DISTRIBUTION CHANNELS:They are important agents that are involved in the process of moving goods from the supplier to the consumer.-DISTRIBUTION PLANNING:The decision to implement a system for how to get products to consumers and the agents involved (wholesalers, retailers).
Forms of transport, stock levels, storage, plant location and agents used.-MERCHANDISING:
Techniques are larger and actions carried out at the point of sale. It consists of the layout and presentation of the product to the place, as well as advertising and promotion at the point of sale.
Communication aims to spread a message in the friendliest and that it has a target audience response that is intended.The main objectives of communication are: Communicate the most interesting features of the product. Communicate the benefits of the product. What you remember or buy the brand / product.
FortressesThey are the biggest capabilities that you tell the company with, and that you allow having a position privileged in front of the competition.
Opprtunities:They are those factors that prove to be more positive, favorable, exploitable, that they must discover themselves at the surroundings the company acts in
weaknessesThey are those factors that the most unfavorable position in front of the competition you lack of that are not possessed that they do not develop positively, resources, abilities, activities, etc .
ThreatsThey are those situations that come from the surroundings and that can come to make the more dangerous enclosure against the permanence of the organization.
CONCLUSIONWe can come to an end than marketing, in anyone of his shows, he is the more indispensable, for the projections, investigations, statistics and durability of the organizations; But his principal show and the easiest she is the customers's satisfaction of needs and people.