Marketing en la economía

Marketing: Questions and Answers

• Marketing's Role in the Economy: Marketing ensures efficient matching of supply and demand, requiring activities like organization, exchange, and communication. These activities guarantee products/services reach consumers effectively, meeting market needs.

• Sales Orientation: A sales-oriented approach emphasizes aggressive promotion and advertising to stimulate demand and boost sales. The belief is that consumers won't buy enough without prompting.

• Uncontrollable Marketing Variable: The consumer behavior is the uncontrollable factor in marketing. Businesses can influence but not directly control consumer actions.

• Market Definition: A market, from a marketing perspective, requires a group of people needing or wanting a product, and possessing the ability to purchase it. Without these elements, a viable market doesn't exist.

• Secondary and External Information: Information gathered from existing sources (secondary) or from outside the company (external) is used to make business decisions.

• Primary External Information: Surveys or direct consumer feedback are examples of primary, external information, providing new data directly from the target consumers.

Buyer Behavior Analysis

• Complex Buying Behavior: When a consumer perceives major differences among product choices, extensive research and evaluation occur before purchase.

• Habitual Buying Behavior: Consumers purchase routine products without much thought or comparison.

• High-Involvement Purchases: Purchases with high importance or perceived risk typically involve all stages of the buying process, including thorough information gathering, evaluation, and post-purchase analysis.

• Microenvironment: Factors immediately affecting a company, including suppliers, customers, and competitors are part of the immediate environment.

• Product Differentiation: Highlighting unique product characteristics like quality, design, service, or value to stand out against competitors.

Product and Service Decisions

• Brand Strategies: Companies utilize strategies like brand names (Dixan/Perlan) or a single brand name for multiple products to position their goods/services. Using the same name for multiple unrelated products can be a problematic strategy.

• Blanket Brand: White label products or distributor brands are sold under the store's name instead of the manufacturer's.

• Pricing Strategies: Pricing strategies should maintain profitability while being competitive and viable.

• Promotion Strategies: Sales promotions are intended to heighten consumer demand in a short timeframe.

Market Research and Decision Making

• Market Research Methods: Market research often includes surveys to target customers.