MARKETING

MARKETING

1. BASIC MARKETING CONCEPTOS.

   • marketing is a social and administrative process by which individuals and groups get what they need and want through the creation and exchange of products and value with other groups and individuals.
     • A marketing strategy is an integrated set of decisions on how to create and maintain value for long periods of time.
       • Market: A market is all real and potential buyers of a product.

2. CONSUMER MARKETS

   • The consumer market refers to buyers who purchase goods and services for consumption rather than resale
     • Consumer markets are markets dominated by products and services designed for the regular consumer.
       • They are generally divided into four main categories: consumer products, food and beverage products, retail products and transport products.
   • Demographics Son gender, age, ethnicity, income, occupation, education, family size, religion, generation, nationality and social class differences
     • Psychographic features interests, activities, opinions, values and attitudes.
       • Behavioral characteristics Theyinclude product usage rates, brand loyalty, user status or time that has been a customer and even the benefits consumers seek
     • Geographical features They are based on market size, region, population density and even climate, according to "Market Segmentation".

3. BUYER'S DECISION PROCESS

   • Recognize the need and seek information
     • in the first phase of the process a need is manifested from an internal or externalstimulus.
       • Decide to buy and subsequent evaluation
         • Once the buyer considers that he has sufficient information, he makes a decision and decides to buy a certain product or service for him or another person.
   • 5 stages:
     • Recognize the need/be aware of the problem.
     • Search for information.
     • Evaluate different options.
     • Purchase decision.
     • Evaluate the product or service.

4. MARKET RESEARCH

   • It is a technique that allows to collect data and then interpret it and use it for the decision-making of the company.
     • It is a technique that allows to collect data and then interpret it and use it for the decision-making of the company.
       • Where a series of data and information about a specific situation facing the company is identified, obtained, recorded, analyzed, presented, and distributed.
         • In order to improve, detect any errors and provide solutions almost immediately.
     • Itsuccessfully meets the needs of consumers.
       • It is about detecting the needs of consumers in order to design strategies focused on them.
         • understands actions to identify, collect and analyze data to improve decision-making.
   • THE FOUR PHASES OF MARKET RESEARCH
     • Research design. What problem do you want to solve, what goals do you want to achieve? After having this well defined, you will be able to draw the lines of action and research.
     • Obtaining the information. Review and search for information through the means at yourdisposal.
     • Data processing and analysis. Create a good database where you can structure and process them better.
     • Interpretation and presentation of results. Once all the data is structured and sorted, it's time to process and analyze it.

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