Marketing Gerencial

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

Este Programa entrega elementos básicos para la creación de una estrategia de marketing al nivel de los negocios o de las unidades de negocios. El objetivo global del programa es desarrollar las habilidades de pensar estratégicamente los problemas de marketing y sus posibles soluciones. El foco del Programa está en los clientes, explicando que el valor de una empresa está en crear y desarrollar Clientes y no en sus Productos.

Coursera Plus banner featuring three learners and university partner logos

Course Introduction

Este Programa entrega elementos básicos para la creación de una estrategia de marketing al nivel de

Course Tag

Trade Marketing Marketing Marketing Strategy Marketing Mix

Related Wiki Topic

Article Example
Instituto de Desenvolvimento Gerencial INDG – Instituto de Desenvolvimento Gerencial (Institute for Managerial Development) is a private organization that renders consulting in entrepreneurial management.
Marketing The marketing orientation is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes.
Marketing The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organisation's overall marketing strategy.
Marketing Marketing communications is a "sub-mix" within the Promotion aspect of the marketing mix, as the exact nature of how to apply marketing communications depends on the nature of the product in question.
Marketing The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:
Marketing To use the example of the sports goods industry again, the marketing department would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims.
Marketing Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.
Marketing The term "marketing concept" pertains to the fundamental premise of modern marketing. This concept proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Marketing and marketing concepts are directly related.
Marketing A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.
Marketing The Chartered Institute of Marketing defines marketing as ""the management process responsible for identifying, anticipating and satisfying customer requirements profitably."" A similar concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing can be defined as ""the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.""
Marketing Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment, attain information from suppliers, etc.
Marketing These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.
Marketing Information from an organization's marketing department would be used to guide the actions of other department's within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires.
Guerrilla marketing Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing.
Youth marketing Youth marketing strategies commonly include television advertising, magazine advertising and online marketing. Today young people expect to be able to learn about, interact and be entertained with brands or services targeting them online. Other common youth marketing tactics include entertainment marketing, music marketing, sports marketing, event marketing, viral marketing, school and college programs, product sampling and influencer marketing.
Marketing Marketing is the study and management of exchange relationships. The American Marketing Association has defined marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
Marketing Marketing research spans a number of stages, including:
Marketing Marketing communications encompasses four distinct subsets, which are:
Alliance marketing Marketing economic alliance is in forms of combining industry or regional marketing method with resources and regional advantages. It is combing marketing knowledge, marketing examples, marketing practice, marketing idea together.
Business marketing Business marketing is also known as industrial marketing or business-to-business (B2B) marketing. Despite sharing dynamics of organizational marketing with marketing to governments, business-to-government marketing is different.