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Curso de Marketing deCurso de Marketing deproductosproductos
agroindustrialesagroindustriales““Taller para Pymes agroindustrialesTaller para Pymes agroindustriales
organizado por el Ministerio deorganizado por el Ministerio deAgriculturaAgricultura””
Chiclayo, 01 de abril 2011Chiclayo, 01 de abril 2011SESISESIÓÓN 2: Pasos para el Plan deN 2: Pasos para el Plan de
MarketingMarketing
Profesor RICARDO ALCÁZAR VIACAVAIngeniero y MBA
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PLANEACIPLANEACIÓÓN CIENTN CIENTÍÍFICA DEFICA DEMARKETINGMARKETING
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INFORMACIINFORMACIÓÓNN DE MARKETING:DE MARKETING:AnAnáálisis del negociolisis del negocio
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INFORMACIINFORMACIÓÓN BN BÁÁSICA DESICA DEMARKETING:MARKETING: AnAnáálisis del negociolisis del negocio
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INFORMACIINFORMACIÓÓNN DE MARKETING:DE MARKETING:Problemas y oportunidadesProblemas y oportunidades
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ESQUEMA DELESQUEMA DELPLAN DE MARKETINGPLAN DE MARKETING
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1.1.-- RESUMEN EJECUTIVORESUMEN EJECUTIVOClic
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2.2.-- ANANÁÁLISIS DEL MERCADO:LISIS DEL MERCADO:GENERALGENERAL
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2.2.-- ANANÁÁLISIS DEL MERCADO:LISIS DEL MERCADO:GENERALGENERAL
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3.3.-- ANANÁÁLISISLISIS DE LA EMPRESADE LA EMPRESAClic
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4.4.-- ESTRATEGIA COMERCIAL:ESTRATEGIA COMERCIAL:PRODUCTOPRODUCTO
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4.4.-- ESTRATEGIA COMERCIAL:ESTRATEGIA COMERCIAL:PRECIOPRECIO
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ECUACIECUACIÓÓN DE VALORN DE VALOR
ECUACIÓNDE VALOR =
BENEFICIO---------------------------
COSTO
(Pre
cio)
(Producto)
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4.4.-- ESTRATEGIA COMERCIAL:ESTRATEGIA COMERCIAL:PROMOCIPROMOCIÓÓNN
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4.4.-- ESTRATEGIA COMERCIAL:ESTRATEGIA COMERCIAL:PLAZA o DISTRIBUCIPLAZA o DISTRIBUCIÓÓNN
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4.4.-- ESTRATEGIA COMERCIAL:ESTRATEGIA COMERCIAL:FUERZA DE VENTASFUERZA DE VENTAS
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5.5.-- OBJETIVOS Y PLAN DE ACCIOBJETIVOS Y PLAN DE ACCIÓÓNNPOR SEGMENTOPOR SEGMENTO
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6.6.-- PROYECCIPROYECCIÓÓN Y EVALUACIN Y EVALUACIÓÓN DEN DERESULTADOSRESULTADOS
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