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Cómo Planificar la Estrategia de Marketing: GuÃa para Elaborar un Buen Plan de Mercadotecnia para su Negocio
Paperback
ISBN13: 9781695835337
Publisher: Independently Published
Published: Sep 26 2019
Pages: 86
Weight: 0.28
Height: 0.18 Width: 5.98 Depth: 9.02
Language: Spanish
La dirección del márketing debe desarrollar y mantener una adaptación adecuada entre los objetivos marcados y recursos disponibles, asà como con los cambios que se producen en el mercado. Es necesario realizar un exhaustivo análisis de la situación de mercado y de la propia empresa para alcanzar los objetivos que se hayan fijado. El equipo de márketing de cualquier empresa es el encargado de ejecutar los planes a través de los cuales se obtiene los objetivos.
La planificación de una estrategia orientada al mercado requiere formularse una serie de cuestiones; definir la misión de la empresa, analizar la situación en la que se encuentra, establecer los objetivos del márketing, y determinar la estrategia de márketing, es decir, cómo se va ejecutar el plan. La estrategia del márketing que se aplique puede presentar muchas variantes, según si se tiene en cuenta el objetivo de crecimiento, la competencia o una ventaja competitiva.
Por otro lado, la comunicación es un punto esencial, la forma cómo se dé a conocer la empresa al consumidor, al igual que lo es ofrecer un producto que satisfaga las necesidades del consumidor, un precio competente y que esté al alcance de todos en cualquier sitio. La comunicación de la empresa no sólo informa sobre las cualidades y prestaciones del producto, si no que trata de persuadir a los clientes para el consumo del producto, además de intentar crear la imagen de la marca y que ésta sea recordada.
Tabla de contenidos
1. como llevar a cabo un estudio de mercado?
2. una fotografia instantanea de su situacion actual
3. un repaso rapido
4. analisis de la competencia y asuntos criticos
5. publicidad: que buena idea!
6. la estrategia de publicidad, ventajas y desventajas de los medios
7. carpeta de prensa
8. correo directo: arma secreta para pequeños negocios
9. como promocionarse a si mismo - comunicacion no verbal
10, proyectando el futuro: desarrollando el criterio estrategico
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