TALLER DE MARKETINGE-ship 2005UCEMA

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FUENTE: Libro Liderazgo Industrial Dan Ciampa Editorial LEGIS 1990Lo pedido por ventasLo diseado por ingenieraLo requerido por marketingLo instaladoLo que quera el clienteLo fabricado por produccin Cmo nos comunicamos ?

Concepcin de los Talleres

Brindar dinamismo a la capacitacin que se les ofrece en el Concurso E-ship y facilitar el intercambio entre los asesores y los participantes.

Quines somos?Asesores del Concurso E-ship 2005:Daniela MussoFernando Del VechioMartn Urdniz

Asistente del Centro E-ship:Lucas Rodriguez

Graduados y Estudiantes de esta Universidad del CEMA que colaboramos en forma voluntaria y desinteresada para brindarles herramientas de nuestra propia capacitacin como apoyo en la realizacin/implementacin de su idea/proyecto (sueo)

Consultor en Marketing y Tecnologa desde 1994Emprendedor y columnista de Marketing y Tecnologa.

1985-86 Crea UFB Software1991-93 Funda Grupo Interdisciplinario de Pensamiento Lateral.1994-97 Firma contrato con UC Berkekey Extensin e Ibex, USA. Crea Robots e IVR. Columnista programas de Radio y TV como Martn.com Como Consultor construye la empresa Fax Burea con AMDA Coordina el Marketing de CableVisin-TCI2 para Internet2004 Crea la categora de portal B2P: www.infobaeprofesional.com2005 Consultor IndependienteInvitado por el M I T al "Digital Future World Workhop-2B1.

Martn Urdniz, MBA murdaniz@usa.net EXPERIENCIA LABORAL TRADICIONAL 1981-88 Cadete y administrador de campos. 1988 Analista Funcional pasanta IBM 1989-94 Jefe de Productos y Analista Comercial Xerox 1997-99 Outsourcing Product Manager TTI 1999-03 Gerente de Productos Corporativos Unifn 2003-04 Gte. Nuevos Negocios InfoBae 2005 Gerente Nuevos Negocios Globalfono Cuenta adems con Postgrado en San Andrs, UC Berkeley Certificate in Marketing y es Analista de Sistemas de Informacin UCA.

Algunos tipsPgina E-ship, tiene todo lo que necesitan:www.cema.edu.ar/e-shipBases del Concurso.Cronograma de Presentaciones, Seminarios y Talleres.Fechas y Plazos de entrega de los Planes.Gua para la Confeccin del Plan de Negocios.

Ms TipsAsistan a las Presentaciones de Capacitacin (son gratuitas y de muy buen nivel acadmico y profesional)Pidan ayuda a contest@cema.edu.ar (Lucas)Compromtanse en la confeccin y cumplan plazos de redaccin de las partes del Plan, fijen horarios de reuniones con asesores.Valoren la ayuda que se les brinda.

A lo nuestro

Introduccin a: 1) Mercado: Oferta y Demanda

2) Experiencias

1 MercadoLugar fsico o ideal en el que se produce una relacin de intercambio. As, un mercado es un conjunto de personas, individuales u organizadas, que necesitan un producto o servicio determinado, que desean o pueden desear comprar y, sobre todo, que tienen capacidad (econmica y legal) de compra.

El comportamiento del mercado se exterioriza y se mide por medio de la demanda, que es la formulacin expresa de los deseos y necesidades de los consumidores, en funcin de su poder adquisitivo.

OFERTA VendeMercadoDEMANDA CompraMercado

Parte OFERTAMercadoParte DEMANDASEGMENTACIN POSICIONAMIENTOMARKETING MIXPoltica ProductoPoltica ComunicacinPoltica PrecioPoltica DistributivaMercado

MERCADOUn mercado se configura bsicamente por tres factores: Las necesidades N Los deseos D La capacidad de compra. C

Clasificacin de Mercadosdesde distintos puntos de vistaGeogrficoLocal, regional, nacional, multinacional, global, etc.Tipo de ConsumoMasivo, industrialPor productoMaterias primas, productos industriales, tecnolgicos, de servicios Segn demandaDisponible, real, potencial, meta

Clasificacin del Mercadode acuerdo con el tipo de demandaPotencial Todos los que podran desear en algn tiempo. (D)

Disponible Subconjunto del Potencial donde estn todos los que tiene una necesidad especfica (Calificado: los que empresa selecciona).(D + N)

Real Son todos los consumidores del mercado disponible que compran un producto especfico. (D + N + C)

Meta / Mercado Objetivo Consumidores primarios (que comprarn) y secundarios (que usarn) mi producto / servicio. (D + N + C nuestro Servicio / Producto).

MERCADO y DemandaEl comportamiento del mercado est influido por un factor principal: La Demanda

Demanda = Cant. Producto x Precio

D = Q x P

Tipo de Mercado/DemandaMercado DisponibleMercado D CalificadoMercado OcupadoMercado Meta Mercado PotencialPotencial

Disponible

Real ocupado hoy

Meta

Calculamos el tamao del mercadoEstimacin de Demanda x Medicin del tamao del MercadoServicio Ft bol chat Servicio de entretenimiento telefnico con goles y comentarios de los partidos de 1# divisinPerfil Cliente Tipo Edad:De 15 a 49 aos Sexo: Principalmente hombresEstado Civil: Indistinto Religin: Indistinta Nivel Socioeconmico: Medio y Bajo

Calculamos el tamao del mercado

Calculamos tamao del mercado meta en $

Razn de la cadenaBase de caractersticas1.780.000x Gustos (40 %)712.000x que se enteren (sepan 45 %)320.400x Personalidad (llamen 25 %)80.100

Meta80.100

Estimacin de la demanda TotalD = Q x LL x PD=Demanda total$ 4.005.000,92Q=Consumidores del servicio80.100LL= Llamados x ao50P = precio llamado promedio0,92

Algunos Fracasos Famosos

Mercado Meta Efectivos1.Tamao: ser lo suficientemente grande2.Identificacin: poder identificar a sus integrantes3.Mensurabilidad: segmentos cuantificables para el monitoreo4.Respuesta: los segmentos distintos deben mostrar respuestas diferentes a los estmulos de marketing5.Accesibilidad: se debe poder llegar a los segmentos6.Estabilidad: deben perdurar en el tiempo durante un lapso razonable

Ellos lo creyeronMquinas ms pesadas que el aire que vuelen son imposiblesLord Kelvin (Matemtico y fsico ingls, presidente de la British Royal Society), c. 1985Una depresin severa como la de 1920-1921 est fuera de toda probabilidad The Harvard Economic Society, Noviembre 1 1929Creo firmemente que existe un mercado mundial para aproximadamente cinco computadorasTom Watson, Presidente de IBM, 1943No existe razn para que un individuo tenga una computadora en su hogarKen Olson, Presidente de Digital Corporation, 1977El fongrafo.... no tiene valor comercialTomas Alva Edison, 1880.No importa lo que suceda, la marina Americana no ser encontrada desprevenidaFrank Knox, Secretario de Marina Americana, Diciembre 4 1941, justo antes del ataque de Pearl HarborCon ms de 50 autos importados vendindose en el mercado americano, no es probable que la industria japonesa obtenga una participacin de mercado importanteBusiness Week, Agosto 1968.

Qu es el Marketing?Es un conjunto de actividades tendientes a descubrir, estimular y satisfacer las necesidades de los consumidores.THEODORE LEVITT

Cmo se descubren?Investigacin de Mercado

Cmo se estimulan?Publicidad, comunicacin

Cmo se satisfacen?Marketing Relacional (estar cerca del cliente)Evitar la Miopa de la Mercadotecnia (enamoramiento del propio producto/servicio)

Marketing, comienza con la pregunta:

Qu es lo que quiere comprar el cliente?

PETER DRUCKER

Plan de Marketing(Dentro del Plan de Negocios)

1) Anlisis de Contexto, de la Competencia y de los Clientes, las 3C.

2) Formulacin de Objetivos.

3) Estrategia de Marketing basada en las 4Ps.

3CsIdentificar y evaluar el:Contexto: las influencias externas incontrolables. Publicaciones, Internet, entrevistas con expertos.

Clientes : Perfil, decision de compra.

Competencia: El xito en el mercado proviene de encontrar una ventaja unica sobre la competencia. Los emprendedores son mas exitosos en atender mejor las necesidades de un nicho de mercado que de la masa.

La cuarta CCompaa: Analizar las capacidades de la compaa as como determinar oportunidades, amenazas, fortalezas y debilidades (Anlisis FODA).

ObjetivosDos grupos:

1) Objetivos de la performance de mercado que estan relacionados con resultados especificos como ventas y ganancias.2) Objetivos de soporte de marketing relacionados con tareas que preceden a los resultados como ser construir consciencia en el cliente y comprometerse con esfuerzos educativos.

Marketing Mix (4Ps)Clasificacin segn Mc CarthyProducto (Servicio): Cualquier cosa que se ofrezca en un mercado para adquisicin, atencin, uso o consumo y que pudiera satisfacer una necesidad o deseo.Plaza: Cuando, donde y como acceden los clientes a los bienes o servicios.Promocin: Mtodos utilizados para comunicar al Mercado los datos del producto. De acuerdo al producto se utiliza algn tipo de promocin especfico o una mezcla.Precio: Debe ser el correcto. Tener en cuenta la competencia y el cliente.

Las 4 P internas y las 4 C externas: Las 4 C del Cliente

Las 4 P de presin de Marketing:

Las dos caras del marketing

El comportamiento del consumidor al comprar

Modelo de comportamiento de la empresa al comprar

EL ENTORNO

Las 4 PPPPP

Product: Product Planning for Goods and Services

Strategic Planning for ProductPlaceProductPricePromotionTarget Market

Place: Place andDevelopment ofChannel Systems

Strategic Decision Areas in Place

Promotion

Basic Promotion Methods

Push-Pull Strategies

Strategic Planning for Advertising

Strategic Planning for Personal Selling15-2

Price: Pricing Objectivesand Policies

Strategic Planning for Price

Pricing Objectives

Price Flexibility PoliciesOne-price policy The same price to all customers who purchase products under essentially the same conditions and quantitiesExchange rate changes may make this difficult in international markets Flexible pricing (e.g., in channels, business markets, expensive consumer shopping products)Issues:Use is increasing because of impact of information technology, customer databases, scanners, etc.Selling costs may be higher if prices are negotiatedSignals to competitors Customer dissatisfaction may be a problem Gray channels and cross-shipping

Defining Product: Key Terms and IdeasProduct. Product means the need-satisfying offering of a firm. This definition is important because it reminds managers to focus on consumers and not on the technical and managerial details involved in producing products. Quality. From a marketing perspective, quality means a products ability to satisfy a customers needs or requirements. Quality may be absolute or relative, but in all cases the customers expectations for quality in a given product forms the basis for determining how to achieve customer satisfaction.Goods/Services. A product can be a physical good or an intangible service, or it can be a blend of both.Discussion Note: Consumers are increasingly demanding more services with the goods they buy. For example, in the personal computer business successful companies offer reliable equipment coupled with extensive, free technical telephone support services. Both together are the product the customer buys.Differences Between Goods and Services. Since both are products, this distinction is not usually necessary. But in fine tuning a products position, recognizing these differences can aid marketers in planning: Intangible. Goods have a physical existence. Services are deeds performed for a customer. Simultaneous production and consumption. Services are produced and consumed at the same time. Products are produced first then sold for later consumption. Perishable. Services cannot be stored for later use. Transported. Services cannot be transported to another location for sale. Customer presence. Many services require the presence, even participation, of the customer.Summary OverviewA modern view of products goes beyond a physical item for sale and focuses on those things that help consumers satisfy needs. Products are need-satisfiers and consumer problem-solvers.Summary OverviewPlace is the part of the marketing mix, the 4Ps, that deals with making goods and services available in the right quantities and locations when customers want them.Strategy Decision Areas in PlaceChannel of Distribution. A channel of distribution refers to any series of firms or individuals who participate in the flow of products from producer to final user or consumer. How best to choose among the alternative channels that might be used and how to organize the activities in the chosen channel are key strategy decision areas.Place Objectives. Place objectives can be derived from product class descriptions. This is a logical relationship as different levels of customer urgency, convenience, and product information-needs naturally suggest different place needs as well.Choosing Place Arrangement. Just as the same product can be categorized as both a consumer and a business product, more than one place arrangement may be appropriate, indeed needed, to reach different target markets effectively. Marketing managers must recognize this possibility when designing place systems.Long-Run Effects. Place decisions are usually harder to change than those made for the other components of the mix. In part, this is because much of the place strategy may be carried out by other firms in the channel of distribution. But even for company-owned channels, place decisions are not easily changed. Gaining access to desired retail space or outlets typically involves a great deal of time and then is bound by contractual arrangements. Summary OverviewPromotion tools are used by marketing managers to communicate with the companys target markets. A key part of modern marketing efforts is the use of several tools that work together to obtain a companys overall promotion goals. This approach is known as integrated marketing communications.Basic Promotion ToolsPersonal Selling. Personal selling involves direct spoken communication between sellers and potential customers. Salespeople get immediate feedback from customers and can adapt the marketing mix on the spot to meet customer needs better. A downside is that a sales force can be very expensive to build, support, and maintain.Mass Selling. Mass Selling involves communicating with large numbers of potential customers at the same time. This approach is very useful when the target market is large and geographically dispersed. There are two forms of mass selling: Advertising. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. This is the main form of mass selling. Publicity. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Publicity professionals try to get stories about their companys products placed in mass media vehicles without having to pay media costs. In addition to costing less than advertising, publicity tends to be more believed by target customers because it isnt an ad.Sales Promotion. Sales Promotion refers to other promotion activities that stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion activities, such as couponing, can be implemented more quickly than other promotion tools and are usually aimed at obtaining an immediate response.Integrated Marketing Communications. Through effective blending of all its different promotion efforts, a firm can send a consistent and complete message. The different promotion efforts are coordinated so that the sum is greater than the parts.Summary OverviewThere is no one right promotion blend for all situations. Accordingly, marketing managers must constantly examine each situation and adapt promotion tools to best address the needs of target customers in that particular situation.Key Considerations for Integrating Promotion PlansPromotion Push. Pushing a product (through a distribution channel) means using normal promotion tools to help sell the whole marketing mix to possible channel members. This helps build channel commitment and cooperation and can take several forms: Promotion to Middlemen. This form relies on personal selling where the salesperson meets face-to-face with middlemen to explain the promotion and answer questions. The direct contact of this approach helps emphasize the importance of the promotion to the company. Push within a Firm. This is an internal marketing effort designed to heighten awareness of promotion objectives and opportunities among the firms own employees, particularly salespeople.Promotion Pull. Pulling means getting customers to ask middlemen for the product. This typically involves use of mass selling tools. Customers, who are aware of a product, seek it out in retail locations. Sales and the resulting order to restock ask the middlemen to get even more of the product.While it is possible to use either a push or pull strategy exclusively, using some combination of the methods is much more common.Summary OverviewMarketing managers must make specific advertising strategy decisions to guide the work done by the firm and/or its advertising agency. Making specific decisions is very important to ensure that advertising efforts support marketing objectives, not just communication objectives.Advertising Strategy DecisionsTarget Audience. The marketing manager should be very specific about who the company is trying to reach. Advertising campaigns can be narrowed very accurately to appeal to very specific groups of people through careful selection of words, images, and symbols. It is crucial that marketing provide the advertiser with accurate target market information.Kind of Advertising to Use. There are many kinds of advertising that can be effective in promoting products. Each kind is designed to address the information needs of different groups: channel members, opinion leaders, reference groups, or final consumers, for example. Marketing managers should specify the kinds of advertising that will best support the overall marketing objectives. Instructors Note: Kinds of advertising are discussed in greater detail on a subsequent slide.Media to Use. Different target markets use different media and in different combinations. Marketing managers should specify to the advertiser which media should be used to reach the target market.What to Say. While an advertising agency might be hired to develop the creative message -- including some specific advertising copy -- the marketing manager should specify the direction of this copy thrust and its link to specific promotion objectives.Who Will Do the Work. Here the marketing manager determines if the firms own advertising department or an outside agency will do the work of developing the advertising campaign.Summary OverviewMarketing managers must decide how much and what kind of personal selling is appropriate for each marketing mix.The Importance and Role of Personal SellingPersonal Selling Requires Strategy Decisions. As part of their marketing strategy, marketing managers must decide: (1) how many salespeople they need, (2) what kind of salespeople they need, (3) what kind of sales presentation to use, (4) how to select and train salespeople, and (5) how to supervise and motivate them.Personal Selling is Important. The ability to sell products and services is important to all companies and absolutely critical to some. Salespeople must be able to meet both customer needs and company expectations. Its also economically important: 1 of 10 people employed in North America are employed in sales.Selling is Helping. Salespeople dont just sell -- they help customers make good buying decisions. In working to meet customer needs and matching them with appropriate products, salespeople build lasting relationships with customers.Salespeople ARE the Company. To many customers, the salesperson IS the company. How that person behaves is all the customer will ever know about the company.Discussion Note: This is very true in the financial services industry.Salespeople Provide Feedback. The perceptive salesperson provides feedback to the company on what customers think, feel, and want.Salespeople Can be Strategy Planners. Because they know their territory and their market better than anyone else, salespeople make strategy decisions everyday about how to manipulate promotional mix elements to fit the needs of their customers..Summary OverviewPrice is one of the four major variables a marketing manager controls. Price-level decisions are especially important because they affect both the number of sales a firm makes and how much money it earns. The Price EquationPrice is the amount of money that is charged for something of value. Almost every business transaction in our modern economy involves an exchange of money--the Price--for something.Pricing Objectives and PoliciesMarketing managers must develop specific objectives and policies for Price-level decisions in each of the following areas. Flexibility. Policies should explain how flexible the company will be toward altering the price.Level over the Product Life Cycle. Strategies for dealing with price issues across the product life cycle must be developed.Use of Discounts and Allowances. Where, when, and to whom discounts and allowances are to be offered must be decided.Paying for Transportation. Transportation costs can have a big impact on price and provide the marketing manager with several choices for managing the overall price offer.Summary OverviewCompany-level and marketing objectives provide the guidance for setting pricing objectives. Pricing objectives should be explicitly stated because of their effect on the pricing policies adopted by the company. As illustrated on the slide, three types of pricing policies can be identified. Pricing policies also affect other aspects of the marketing mix as marketing managers use strategy planning to support the information communicated to consumers through the products price.Major Pricing Objectives Profit-Oriented Objectives. Two types of profit-oriented objectives are common: Target Return Objective. This sets a specific level of profit as an objective. Prices set under this objective may be linked to a specified percentage of sales or return on investment. Profit Maximization. This sets prices to seek as much profit as possible. This may be used to recoup high investment costs or simply as a matter of company policy.Sales-Oriented Objectives. Here pricing supports the objective of increasing sales, without regard to their effects on profit. A focus on sales alone, while sometimes practiced, can cause marketers to overlook the costs associated with delivering those sales. More common now is a focus on market share growth -- which forces the manager to pay attention to competitive action as well. Coupled with a long-run view of the overall market growth rate and attention to costs, this approach can lead to long-term competitive advantages.Status Quo-Oriented Objectives. For firms content with the way things are, two status quo-oriented objectives are often used: Meeting Competition. This stabilizes market prices because neither firm benefits from raising or lower prices. Nonprice Competition. Here aggressive action is taken in the other three areas of the 4Ps, staying clear of price as a competitive battleground.Summary OverviewPrice policies usually lead to administered price--consistently set prices. This is more difficult with indirect distribution, but pricing policies should be set to achieve specific objectives. One of the first pricing decisions a marketing manager has to make is about price flexibility--whether the firm will use a one-price or a flexible-price policy.One-price policyA one price is more common with frequently purchased consumer package goods--or other purchases where the total expenditure is relatively small. (However, remember that many grocery stores now have some sort of regular customer club with special prices.) It is often used because it is more convenient and cost effective (because of lower transaction costs)--an to maintain good will with customers.Flexible-price policyA flexible price means offer the same product and quantities to different customers at different prices. In the past, it was usually a manager who decided when a customer would get a higher or lower price. Now, however, computer databases (with information about different customers) are being used to implement these decisions and it is more common (and often less costly and time consuming than it would have been before) to use a number of price variations.On the other hand, a flexible-price policy may prompt resentment by customers who do not get the lowest price. Using different prices can also cause conflict in the channel. Or authorized grey channel may evolve if customers buy in large quantities, say, to get a price break and then resell what they dont need.