Marketing

MARCO TEÒRICO.

DEFINICION MERCADEO.
Es un sistema total de actividades de negocios cuya finalidad es planear, fijar el precio, promover y distribuir los productos satisfactores de necesidades entre los mercados metas para alcanzar los objetivos corporativos.

PLAN ESTRATÈGICO DE MERCADEO.
Es el proceso por medio del cual se desarrollan las capacidades empresariales, se conocen lasfortalezas y debilidades, se establecen objetivos claros y medibles, se desarrollan las estrategias y planes que permitan alcanzar los objetivos planteados, se ejecutan los planes para que las cosas, sucedan según lo programado y por ultimo analizar los resultados y tomas las medidas correctivas necesarias.

Mercadeo estratégico: Es la función cuya finalidad es orientar la empresa hacia lasoportunidades económicas atractivas para ella, es decir, completamente adaptadas a sus cursos y ofrecer un potencial de crecimiento y rentabilidad.

El mercadeo estratégico trata de escoger el mercado, la meta y la creación y mantenimiento de la mezcla que satisfaga las necesidades del consumidor con un producto o servicio especifico.

PROCESO DE PLANIFICACION ESTRATEGICA DE MERCADEO.
Laplanificación estratégica de mercadeo, que se utilizo como modelo teórico para sustentar la presente investigación, se conforma de varios pasos que se mencionan a continuación:

ANALISIS DE SITUACION.
El análisis competitivo ayuda a identificar las fortalezas y debilidades de la empresa, así como las oportunidades y amenazas que le afectan dentro de su mercado objetivo.
El análisis de Situación puedeclasificarse en Interno y Externo.

ANALISIS INTERNO.
Consiste en realizar un análisis de los recursos y capacidades de las distintas áreas de la empresa. Además permite determinar las fortalezas y las debilidades de la organización.

ANALISIS EXTERNO.
Es la investigación de las fuerzas del entorno que constituyen amenazas y oportunidades para la empresa, dentro de las cuales se puedenmencionar: Análisis del Entorno Económico, Político-Legal, Social, Tecnológico Y Competencia. Con el propósito de identificar variables claves que permitan responder con anticipación a dicho mercado.

OBJETIVOS DE MERCADEO.
Son declaraciones de resultados medibles y verificables, que se deben lograr dentro del marco de tiempo del plan.
Los fundamentos Estratégicos que se incluyen: son la Visión,Misión y Valores.

VISION:
La visión se refiere al futuro deseable de la Institución, la cual, debemos responder a las siguientes interrogantes: ¿Hacia dónde vamos?, ¿Qué queremos para el futuro?, ¿Cómo queremos que nos perciban?. Se deben tomar en cuenta también, las siguientes consideraciones de visión:
-Proyecta la imagen compartida de lo que deseamos que llegue a ser en el futuro laInstitución.

-Se resume en una exposición de lo que se desea ocurra.

-Mediante su enfoque de anticipación del futuro, es posible definir prioridades, por lo que da sentido estratégico a los programas, proyectos, acciones y desiciones que se desee implementar.

MISION.
La Misión expresa la razón de ser y de existir de toda la organización. En esta etapa, es importante considerar los siguientesaspectos:

-La finalidad o propósito fundamental que le da sentido, justificación o razón de ser a la Institución.

-Los servicios que la Institución ofrecerá tanto en su interior como fuera de ella.

-Las relaciones de trabajo necesarias para la integración funcional de las instituciones en el sistema educativo en su conjunto.

-La definición de los destinatarios finales de los serviciosde la Institución.

-La explicitación de cómo la Institución logrará sus propósitos.

-Las características que distinguen a las instituciones de las demás.

VALORES.
Los valores se definen como un fin, una creencia, un aprendizaje, un ideal, un patrón, que marcan nuestras actitudes y conductas, de tal manera que influyen en el comportamiento del ser humano.

También se definen como…

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