7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xz`il`x`b| fk OkzlafkbLaxv{gb :

OAZN 1

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xgai`e`lal`i K|vzavc`la

Kg xzblk|b fk fk|azzbggaz p oaivkikz{i kigalk k|vzavc`lb kivzk ga| okva|p laxal`fafk| bzcai`}al`biagk| p ga|bxbzv{i`fafk| laoj`aivk| fkgokzlafkb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xa|b| ki ga Xgai`e`lal`iK|vzavc`la

Fke`i`z ga o`|`i

fk ga lboxaa K|vajgklkz gb|bjmkv`ub| p ga| okva|fk ga lboxaa

F`|kaz {i

xbzvaebg`b fk

ikcbl`b|Xgai`e`laz ga| k|vzavkc`a|

fk okzlafkb p bvza|

k|vzavkc`a| e{il`biagk|

I`ukg Lbzxbzav`ub[i`faf fk ikcbl`b'

xzbf{lvb p i`ukg fk

okzlafb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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O`|`i

K| kg k|vav{vb fk kg xzbx|`vb fk galboxaa' k|v`x{ga q{k k| gb q{k gakoxzk|a fk|ka gbczaz ki kg aoj`kivkaoxg`b fk okzlafb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xzkc{iva| xaza zkfalvaz {ia o`|`i

Q{ k| i{k|vzb ikcbl`b2

Q{`i k| i{k|vzb lbi|{o`fbz2

Q{ uagbzai gb| lbi|{o`fbzk|2 Q{ fkjk |kz i{k|vzb ikcbl`b2

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Lazalvkz|v`la| fk {ia j{kiao`|`i

Bz`kivafa ag okzlafb= Ki vzo`ib| fk ga|iklk|`fafk| fk gb| lbi|{o`fbzk|

Zkag`|va

K|xkle`la

Fkjk kilamaz ki kg aoj`kivk fk okzlafb

\k fkjk ja|az ki |{| lboxkvkil`a|

f`|v`iv`ua| Obv`ual`biag

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Okva| p bjmkv`ub| fk ga lboxaa

\k fkjk f`z`c`z ga o`|`i lbzxbzav`uadal`a bjmkv`ub| fkvaggafb| xaza lafai`ukg fk ga ckzkil`a

Lafa ckzkivk fkjk vkikz bjmkv`ub| p|kz zk|xbi|ajgk xbz kg l{oxg`o`kivbfk k|vb|

Bjmkv`ub|= Lbzvb Xga}b

Okva|= Gazcb Xga}b

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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F`|kaz {i Xbzvaebg`b fk Ikcbl`b|

Xbzvaebg`b fk ikcbl`b|= Ga lbgkll`i fkvbfb| gb| ikcbl`b| p xzbf{lvb| q{klboxbiki a ga lboxaa

Xz`okzb' ga koxzk|a aiag`}a |{ xbzvaebg`balv{ag xaza |ajkz a q{k ikcbl`b gk jz`ifaoapbz' okibz b i`ic{ia `iukz|`i

\kc{ifb' fkjk f`|kaz kg xbzvaebg`b e{v{zb'

fk|azzbggaifb k|vzavkc`a| xaza lzkl`o`kivbb zkf{ll`i

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Aig`|`| fkg Xbzvaebg`b

K| kg xzblk|b xbz kg l{ag ga ckzkil`akuaga gb| ikcbl`b| p xzbf{lvb| q{klboxbiki ga lboxaa

Ga koxzk|a fkjk xbikz |{| zkl{z|b|oa| e{kzvk| ki aq{kggb| ikcbl`b| oa|g{lzav`ub| p f`|o`i{`z b kg`o`iaz gb|

zkl{z|b| fk aq{kggb| okib|g{lzav`ub|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Aig`|`| fkg Xbzvaebg`b

\J[= \vzavkc`l J{|`ik|| [i`v $[i`faf fkIkcbl`b K|vzavc`la)

K| {ia {i`faf fk ikcbl`b fk ga koxzk|a

q{k v`kik {ia o`|`i |kxazafa p bjmkv`ub|q{k x{kfki |kz xgai`e`lafb|`ifkxkif`kivkokivk fk bvzb| ikcbl`b| fkga koxzk|a

[ia \J[ x{kfk |kz {ia f`u`|`i fk galboxaa' {ia gika fk xzbf{lvb ki {iaf`u`|`i b a uklk| {i |bgb xzbf{lvb boazla

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

11/30

Oavz`} fk ktxai|`i fkXzbf{lvb"Okzlafb

K| {ia dkzzao`kiva fk ga xgai`e`lal`ifkg xbzvaebg`b xaza `fkiv`e`laz ga|bxbzv{i`fafk| fk lzkl`o`kivb fk galboxaa a vzau| fk ga xkikvzal`ifk okzlafb' fk|azzbggb fk okzlafb'fk|azzbggb fk xzbf{lvb b

f`ukz|`e`lal`i

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Oavz`} fk ktxai|`i fkXzbf{lvb"Okzlafb

Xkikvzal`i fk

Okzlafb

Fk|azzbggb fk

Xzbf{lvb

Fk|azzbggb fkOkzlafb

F`ukz|`e`lal`i

Xzbf{lvb| Kt`|vkivk| Xzbf{lvb| I{kub|

Okzlafb|

Kt`|vkivk|

Okzlafb|I{kub|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xkikvzal`i fk Okzlafb

[ia k|vzavkc`a xaza kg lzkl`o`kivb fkga koxzk|a ki ga l{ag |k a{okivaiga| ukiva| fk xzbf{lvb| alv{agk| a gb||kcokivb| fk okzlafb alv{agk| |`ilaoj`az kg xzbf{lvb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

14/30

Fk|azzbggb fk Okzlafb

[ia k|vzavkc`a xaza kg lzkl`o`kivb fkga koxzk|a ki ga l{ag |k `fkiv`e`lai pfk|azzbggai i{kub| |kcokivb| fkokzlafb xaza gb| xzbf{lvb| alv{agk|fk ga koxzk|a

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

15/30

Fk|azzbggb fk Xzbf{lvb

[ia k|vzavkc`a xaza kg lzkl`o`kivb fkga koxzk|a ki ga l{ag |k bezklkixzbf{lvb| i{kub| b obf`e`lafb| a gb||kcokivb| fk okzlafb alv{agk|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

16/30

F`ukz|`e`lal`i

[ia k|vzavkc`a xaza kg lzkl`o`kivb fkga koxzk|a ki ga l{ag |k lbo`ki}ai bafq{`kzki ikcbl`b| e{kza fk gb|xzbf{lvb| p okzlafb| alv{agk| fk galboxaa

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

17/30

Fbsi|`}`ic $Zkf{ll`i)

Zkf{l`z kg xbzvaebg`b fk ikcbl`b|'kg`o`iaifb xzbf{lvb| fk {i`fafk| fkikcbl`b q{k ib |bi zkivajgk| b q{kib kilamai ki ga k|vzavkc`a alv{ag fkga koxzk|a

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

18/30

K|vzavkc`a fk Okzlafkb p ga Ok}lgafk Okzlafkb

Ga gc`la fk okzlafkb xbz ga l{ag ga|{i`fafk| fk ikcbl`b k|xkza lzkazuagbz xaza kg lbi|{o`fbz p gbczazzkgal`bik| g{lzav`ua| lbi gb|lbi|{o`fbzk|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

19/30

K|vzavkc`a fk Okzlafkb f`z`c`fa aglbi|{o`fbz

E`c{za :6

Lafa lboxaa fkjk f`u`f`z kg

okzlafb vbvag' |kgkll`biaz gb|okmbzk| |kcokivb| p f`|kazk|vzavkc`a| xaza |kzu`z g{lzav`uaokivka k|vb| |kcokivb|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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K|vzavkc`a fk Okzlafkb f`z`c`fa aglbi|{o`fbz

\kcokival`i fk okzlafb= F`u`f`z kgokzlafb ki cz{xb| f`|v`iv`ub| fklboxzafbzk| q{k vkicai iklk|`fafk| b

lboxbzvao`kivb| f`|v`ivb| p q{k x{kfaizkq{kz`z xzbf{lvb| p xzbczaoa| fkokzlafkb |kxazafb|

\kcokivb fk okzlafb= [i cz{xb fk

lbi|{o`fbzk| q{k zk|xbifki |`o`gaz a {ilbim{ivb fk k|e{kz}b| fk okzlafkb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

21/30

K|vzavkc`a fk Okzlafkb f`z`c`fa aglbi|{o`fbz

Vazckv`ic= Kg xzblk|b fk kuag{azl{ai avzalv`ub k| lafa |kcokivb fkokzlafb p k|lbckz {ib b o|

|kcokivb| xaza kivzaz Xb|`l`biao`kivb= Bzcai`}az q{k {i

xzbf{lvb bl{xk {ia xb|`l`i lgaza'f`|v`iv`ua p fk|kajgk ki lboxazal`ilbi gb| xzbf{lvb| fk ga lboxkvkil`aki ga okivk fk gb| lbi|{o`fbzk|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Xb|`l`biao`kivb

Ga lgauk xaza {i j{kixb|`l`biao`kivb k| ga=

F`ekzkil`al`i= F`ekzkil`az ga bekzvafk okzlafb fk ga lboxaa xazalzkaz {i uagbz |{xkz`bz xaza gb|lbi|{o`fbzk|

\` ga lboxaa xzbokvk oapbz uagbz'fkjk k|vzkcaz oapbz uagbz

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Fk|azzbggaifb {ia Ok}lga fkOkzlafkb @ivkczafa

Oaznkv`ic O`t $Ok}lga fk Okzlafkb)=K| kg cz{xb lbivzbgajgk fkdkzzao`kiva| fk okzlafkb $Xzbf{lvb'Xzkl`b' Xzbobl`i p F`|vz`j{l`i) q{kga koxzk|a lboj`ia xaza xzbf{l`z gazk|x{k|va fk|kafa fkg okzlafb

bjmkv`ub

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Fk|azzbggaifb {ia Ok}lga fkOkzlafkb @ivkczafa

Xzbf{lvb= Ga lboj`ial`i fk j`kik| p|kzu`l`b| q{k {ia lboxaa gk bezklk a |{okzlafb bjmkv`ub

Xzkl`b= K| ga laiv`faf fk f`ikzb q{k gb|

lbi|{o`fbzk| k|vi f`|x{k|vb| a xacaz xbzbjvkikz {i xzbf{lvb

Xzbobl`i= Ga| alv`u`fafk| xaza lbo{i`lazgb| okz`vb| q{k bezklk {i xzbf{lvb pxkz|{af`z a gb| lbi|{o`fbzk| xazalboxzazgb

F`|vz`j{l`i= Ga| alv`u`fafk| zkag`}afa| xbzga lboxaa q{k dalki q{k kg xzbf{lvbk|vk f`|xbi`jgk xaza gb| lbi|{o`fbzk|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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Fk|azzbggaifb {ia Ok}lga fkOkzlafkb @ivkczafa

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzkl`b

Xzkl`b g`|vafb

Fk|l{kivb|

Lboxgkokivb|

Xkz`bfb fk

XacbVzo`ib| fk

Lzf`vb

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

F`|vz`j{l`i

Laiagk|

Lbukzv{za

\{zv`fbGblag`fafk|

@iukivaz`b

Vzai|xbzval`i

Gbc|v`la

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

Xzkl`b

Xzkl`b g`|vafb

Fk|l{kivb|

Lboxgkokivb|

Xkz`bfb fk

XacbVzo`ib| fk

Lzf`vb

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

F`|vz`j{l`i

Laiagk|

Lbukzv{za

\{zv`fbGblag`fafk|

@iukivaz`b

Vzai|xbzval`i

Gbc|v`la

Xzkl`b

Xzkl`b g`|vafb

Fk|l{kivb|

Lboxgkokivb|

Xkz`bfb fk

XacbVzo`ib| fk

Lzf`vb

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

Xzkl`b

Xzkl`b g`|vafb

Fk|l{kivb|

Lboxgkokivb|

Xkz`bfb fk

XacbVzo`ib| fk

Lzf`vb

Lb|{o`fbzk|

Bjmkv`ub|

Xb|`l`biao`kivb

@ivkivafb

Xzbf{lvb

Uaz`kfaf

Lag`faf

F`|kb

Lazalvkz|v`la|

OazlaKoxaq{k

\kzu`l`b|

Xzbobl`i

X{jg`l`faf

Ukiva Xkz|biagXzbobl`i fk

Ukiva|

Zkgal`bik|

Xjg`la|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

26/30

Aig`|`| \SBV $EBFA)

K| {ia kuag{al`i ckikzag fk ga|Ebzvagk}a|' Fkj`g`fafk|'Bxbzv{i`fafk| p Aokia}a| fk galboxaa

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

27/30

Aig`|`| \SBV $EBFA)

Ebzvagk}a|Laxal`fafk| `ivkzia|q{k x{kfki ap{faz a galboxaa a aglai}az |{|

bjmkv`ub|

Fkj`g`fafk|G`o`val`bik| `ivkzia|q{k x{kfki `ivkzekz`z lbiga daj`g`faf fk ga

lboxaa xaza aglai}az|{| bjmkv`ub|

Bxbzv{i`fafk|Ealvbzk| Ktvkzib| q{k galboxaa x{kfk ktxgbvaz

xaza |{ ukivama

Aokia}a|Ealvbzk| ktvkzib|alv{agk| p kokzckivk|

q{k x{kfki zkvaz kgzkif`o`kivb fk galboxaa

@ivkzib|

Ktvkzib|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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@oxgkokival`i fk Okzlafkb

Kg xzblk|b fk lbiukzv`z ga| k|vzavkc`a|p xgaik| fk okzlafkb ki all`bik| fkokzlafkb xaza gbczaz l{oxg`z lbi gb|bjmkv`ub| k|vzavc`lb| fk okzlafkb

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

29/30

Lbivzbg fk Okzlafkb

Kg xzblk|b fk okf`z p kuag{az gb|zk|{gvafb| fk gb| xgaik| p k|vzavkc`a|fk okzlafkb p vboaz all`ilbzzklv`ua xaza a|kc{zaz q{k |kaglailki gb| bjmkv`ub|

7/30/2019 Presentacion Cap. 2 Principios de Mercadeo

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A{f`vbza fk Okzlafkb

[ia kuag{al`i xkz`f`la'lboxzki|`ua' |`|vkov`la k`ifkxkif`kivk fkg aoj`kivk fk galboxaa' gb| bjmkv`ub|' k|vzavkc`a| palv`u`fafk| xaza fkvkzo`iazxzbjgkoa| ki zka| p bxbzv{i`fafk|'

p zklbokifaz {i xgai fk all`i xazaokmbzaz kg zkif`o`kivb fk okzlafkbfk ga lboxaa