ISTECEX 0
Curso
FUNDAMENTOS DE MARKETING
III CICLO
Alumno(a):__________________________
Sección:___________________________
Aula:_____________________________
Profesor:__________________________
“El Marketing es demasiado importante como para dejarlo en manos
exclusivas del departamento de marketing” David Packard (HP)
PRIMERA UNIDAD EL PLAN DE MARKETING Entrega 1 (El profesor determinará la fecha de su desarrollo) 1.- ¿Cuál es la diferencia entre un Plan de negocio y un Plan de marketing? Sustente. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 2.- ¿Qué niveles de plan conoce usted de acuerdo a lo estudiado?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 3.- ¿Qué preguntas debemos hacernos para definir y estructurar la misión de la empresa? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _______________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4.- ¿Qué debe describir un profesional al momento de redactar un resumen ejecutivo? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
5.- ¿Qué elementos debe contener el plan de marketing? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
PRIMERA UNIDAD
CONCEPTOS BÁSICOS
Entrega 2, Día: ________________________
1-Investigue la empresa Coca Cola Inc.y explique¿cómo es que las necesidades no se crean? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ 2.-Describa una situación problema en el entorno de la Compañía Buenaventura. Investigar. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ a) Identifique la necesidad no satisfecha o parcialmente satisfecha. Sustente.
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ b) Proponga tres maneras de satisfacerla (bienes o servicios).
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 3. ¿Qué idea o concepto tiene usted sobre “marketing”?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4. ¿Considera que vivimos en la época del marketing digital? Sustente.
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 5. ¿Cómo podemos definir lo que es un mercado?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Entrega 3, Día: ________________________
6. Investigue la empresa Procter & Gamble Perú y indique ¿cómo es la orientación de su marketing? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ 7. Si la empresa tiene una “Orientación hacia el Mercado” ¿cuáles son los retos para atender al mercado y sus clientes?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 8. ¿Cuáles son los retos de la mercadotecnia ante el nuevo entorno internacional?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 9. ¿Cuál es el principal aporte del internet al marketing en la actualidad? Reflexionar
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 10. ¿Cuál es el principal aporte de las TICs al marketing en la actualidad? Investigar
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Entrega 4, Día: ________________________ 11. ¿Qué es el “marketing internacional”? Investigar
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 12. Investigue y describa que significan los siguientes términos:
a. CRM:
b. SEO:
d. Marketing Balance Scorecard:
e. Marketing ROI:
SEGUNDA UNIDAD
ANÁLISIS COMPETITIVO
Entrega 5, Día: ________________________1.- ¿Cuál es el objetivo principal del análisis de las fuerzas y debilidades?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 2.- Investigue e Indique cuál es la “ventaja competitiva” de Cementos Lima.
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4.- Investigue e indique ¿Quién es un competidor prioritario para Supermercados peruanos? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
SEGUNDA UNIDAD
PLANIFICACIÓN ESTRATÉGICA
Entrega 6, Día: ________________________1.- Escoja una empresa exportadora ubicada entre las cien más grandes en el Perú: _______________________________________________________________________ a) Indique cuál es la misión y visión del negocio
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ______________________________________________________________________ b) Determine tres objetivos concretos para dicho negocio (Comprobados)
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ c) Identifique las Unidades Estratégicas de Negocios (U.E.N.) con las que trabaja la
empresa. _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
d) Para cada U.E.N., defina el segmento objetivo. _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ______________________________________________________________________
SEGUNDA UNIDAD
SEGMENTACION
Entrega 7, Día: ________________________1- Mencione y sustente un ejemplo real de marcas que utilizan cada uno de los criterios de segmentación siguientes:
a) Segmentación geográfica
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ b) Segmentación demográfica por edad
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ c) Segmentación demográfica por sexo
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ d) Segmentación demográfica por ocupación
_______________________________________________________________________ _______________________________________________________________________ ______________________________________________________________________ e) Segmentación psicográfica por estilo de vida
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ f) Segmentación psicográfica por características personales
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
g) Segmentación conductual por ocasiones de uso
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ h) Segmentación conductual por beneficios que se buscan
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ i) Segmentación conductual por la posición de los usuarios
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ j) Segmentación conductual por el índice de uso
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ k) ¿Qué concepto tiene sobre la segmentación industrial? – Investigue y desarrolle __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
2- Mencione y sustente dos marcas existentes (una de bien y una de servicio) que aplican cada una de las siguientes estrategias:
a) Marketing no diferenciado. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ b) Marketing diferenciado. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ c) Marketing concentrado. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ 3- Escoja cuatro marcas existentes en el mercado doméstico o extranjero (dos bienes y
a)____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ b)___________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ c)______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ d)______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
SEGUNDA UNIDAD
MERCADO OBJETIVO
Entrega 8, Día: ________________________ 1. ¿Qué es “mercado objetivo o mercado meta”?
_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _______________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _______________________________________________________________ 2. Investigue cuál fue inicialmente el mercado objetivo de Ajegroup. Justifique
_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ ________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ ________________________________________________________________ _________________________________________________________________ _________________________________________________________________
_________________________________________________________________ ________________________________________________________________
CUARTA UNIDAD
INVESTIGACIÓN DE MERCADOS
Entrega 9, Día: ________________________a) Elabore una encuesta de 10 preguntas, que le ayude a determinar el tipo de bien o servicio que pudiera cubrir la necesidad descubierta de ofrecer un “Suavizante para la ropa dirigida al sector C y D”.
1.- 2.- 3.- 4.- 5.- 6.- 7.- 8.- 9.- 10.-
b) Aplíquela a 20 personas, pertenecientes a su segmento objetivo. c) Tabule los datos y exponga el resultado y conclusiones de su encuesta. * Investigue y responda: ¿Qué técnicas puede incluir la Inteligencia Comercial?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
CUARTA UNIDAD
COMPORTAMIENTO DEL CONSUMIDOR
Entrega 10, Día: ________________________1-Aplique la siguiente entrevista a dos personas, de preferencia, adultas.
a) Pida que mencionen cinco marcas que forman parte de su consumo cotidiano, ya sean bienes o servicios.
PERSONA A PERSONA B __________________________ ___________________________ __________________________ ___________________________ __________________________ ___________________________ __________________________ ___________________________ __________________________ ___________________________
b) Que explique (sin pensarlo demasiado) para cada uno de los casos la razón principal de su preferencia (entrevistado). PERSONA A PERSONA B ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________. ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________ ______________________________ ____________________________
c) Identifique, para ambos casos, ¿qué factores influyen en su opción para cada uno de los casos? Sustente su respuesta.
PERSONA A PERSONA B ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________ ______________________________ _____________________________
1- ¿Cómo se puede establecer el perfil de un consumidor? Investigue.
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
2- Investigue y responda ¿qué características tiene el comprador industrial? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
3- ¿Cuáles son los factores que influyen en el comportamiento del consumidor? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
4- Investigue y responda: ¿Qué diferencias encuentra entre el mercado de consumo y el comprador industrial?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
5- Desde el punto de vista del entorno, ¿cuáles son las influencias sobre el comportamiento del comprador industrial? Investigue.
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
6- ¿De qué manera está influyendo el internet en las compras industriales? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
QUINTA UNIDAD
POSICIONAMIENTO
Entrega 11, Día: ________________________
7- Mencione cinco marcas de bienes y cinco marcas de servicios e identifique para cada uno de los casos, el concepto con el cual pretende posicionarse en el mercado.
BIEN CONCEPTO ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ SERVICIO CONCEPTO ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ ______________________ ________________________________________ 2.- Señale dos bienes y dos servicios.
a) Mencione las tres principales marcas que compitan en cada uno de los casos. b) Señale, en cada caso, qué marca está mejor posicionada y cuál es su ventaja
competitiva.
BIEN 1: MARCAS
Su ventaja competitiva es: ____________________________________
BIEN 2: MARCAS
_____________ ___________ __________ __________ La marca mejor posicionada es: ________________________________ Su ventaja competitiva es: _____________________________________
SERVICIO 1: MARCAS
_____________ ___________ __________ __________ La marca mejor posicionada es: ________________________________ Su ventaja competitiva es: _____________________________________
SERVICIO 2: MARCAS
_____________ ___________ __________ __________ La marca mejor posicionada es: _______________________________ Su ventaja competitiva es: ____________________________________ 3.- Explique ¿por qué la diferenciación es la clave del posicionamiento?
_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ ________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ ________________________________________________________________
QUINTA UNIDAD
ESTRATEGIA DE MARKETING
Entrega 12, Día: ________________________ 1- ¿Qué significa para usted una ventaja competitiva? – Desarrolle
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
_______________________________________________________________________ _______________________________________________________________________ 2- Desarrolle a continuación, ¿cómo se explica la ventaja competitiva interna?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
3- ¿Cuáles son las principales funciones de la gerencia de marketing?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ 4- Desarrolle la estrategia de crecimiento, matriz de Kotler. Investigue
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
5- Haga un resumen sobre el video: Estrategias para la competitividad - http://www.youtube.com/watch?v=z-ESbcCmUnc&feature=related _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
QUINTA UNIDAD
MARKETING MIX
Entrega 13, Día: ________________________ Ejercicios y aplicaciones sobre las 4 P’s
QUINTA UNIDAD PRODUCTO
1.- Mencione y sustente dos ejemplos reales para cada una de las siguientes estrategias a) Extensión de línea: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ b) Extensión de marca: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
c) Multimarca: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ d) Nueva marca: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ e) Empaque de re-uso _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ f) Empaque múltiple _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ g) Nuevo empaque _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ 2.- Señale cinco ejemplos de marcas con VALOR.
a)_____________________________________________________________________ b)_____________________________________________________________________ c)______________________________________________________________________ d)______________________________________________________________________ e)______________________________________________________________________ 3.- Señale y sustente una “marca” que se encuentre en cada una de las siguientes etapas del “Ciclo de Vida” a) Introducción: ____________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ b) Crecimiento ____________________ __________________________________________________________________________ __________________________________________________________________________
__________________________________________________________________________ __________________________________________________________________________ c) Madurez ____________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ d) Declinación _____________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4.- ¿Qué estrategia (de las que usted conoce) recomendaría para cada uno de los casos? Fundamente su respuesta. a)________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ b)________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ c)________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ d)________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ 5.- Dibuje y escriba los textos de la matriz diagrama de Ansoff sobre de “Estrategias de crecimiento” Investigue y describa:
6- Describa que sucede en la etapa de crecimiento de un producto con sus diferentes variables (demanda, competencia, ventas, beneficios y otras)
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
QUINTA UNIDAD
MARCAS - BRANDING
Entrega 14, Día: ________________________ 1.- Desarrolle las funciones de la marca
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 2.- Investigue y comente el desarrollo de la siguiente marca: “Downy Libre Enjuague de Ariel” __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 3.- ¿Cuál es su concepto y por qué es tan importante el branding?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4.- ¿Por qué el brand equity es un activo intangible? Explique
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 5.- Desde el punto de vista de brand equity, ¿qué significa el “conocimiento de la marca”? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 6.- ¿Qué variables sobre la marca considera el modelo de Aaker?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 7.- Dibuje el diagrama de proceso de percepción de la marca:
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
QUINTA UNIDAD
PRECIO
1.- Seleccione una línea o categoría de producto de Alicorp o Procter & Gamble.a) Escoja tres marcas diferentes para dicha línea de producto e investigue sus respectivos precios.
b) ¿Qué factores cree usted que determinan la diferencia entre dichos precios? Categoría de Producto: __________________________________ Marca 1: Precio ____________________ _____________________ Comentario: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Marca 2: Precio ____________________ _____________________ Comentario: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ Marca 3: Precio ____________________ _____________________ Comentario: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 2.- Describa los siguientes conceptos:
a) Lista de precios __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ b)Descuentos __________________________________________________________________________
__________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ c)Incentivos __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ________________________________________________________________________ d)Periodo de pago __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ e)Condiciones de crédito __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 3. ¿Cuáles son los condicionantes de la fijación de precios?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
4- Señale los métodos de fijación de precios que usted conoce:
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
5- ¿Por qué es tan importante revisar y analizar con cuidado las estrategias y fijación de precios? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
QUINTA UNIDAD
DISTRIBUCIÓN
Entrega 15, Día: ________________________
1.- Seleccione un producto agroindustrial e investigue y explique su proceso de distribución. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 2.- Investigue y mencione un ejemplo sustentado para cada uno de los casos siguientes:
a) Distribución intensiva: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ b) Distribución selectiva _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ c) Distribución exclusiva _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
3.- ¿Qué son los canales de distribución? - Desarrolle __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 4.- Investigue y describa las funciones de los intermediarios del Grupo Backus – Subsidiaria de SABMiller plc. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ 5.- Desarrolle un resumen sobre el video: Introducción de canales de distribución de
marketing http://www.youtube.com/watch?v=VM8PK3u64S4&feature=related __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
QUINTA UNIDAD
COMUNICACIÓN
Entrega 16, Día: ________________________1.- Aplique la siguiente entrevista a una persona dedicada a la venta: a.- ¿Qué condiciones lo motivaron para dedicarse a la labor de ventas?
__________________________________________________________________________ __________________________________________________________________________ _________________________________________________________________________ b.- ¿Cuánto tiempo tiene de experiencia en ventas?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ c.- ¿Cuáles son las tres habilidades más importantes que debe poseer y desarrollar una persona dedicada a ventas?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ d.- ¿Qué considera lo más importante cuando el cliente está frente a usted?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ e.- ¿Qué factores determinan una venta exitosa?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ f.- ¿Qué recomendaría hacer cuando el cliente dice “NO”?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ g.- ¿Qué es lo que usted hace, con respecto al cliente, después que se logró la venta?
__________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ COMENTARIOS: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________
QUINTA UNIDAD COMUNICACIÓN Entrega 17, Día: ________________________
2.- Escoja un aviso publicitario de una marca de automóvil (televisivo, radial, impreso o virtual). a) Descríbalo _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ b) Identifique y defina el segmento al cual va dirigido.
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ c) Identifique y señale el concepto de posicionamiento. Fundamente
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ______________________________________________________________________ d) ¿Cuál es el objetivo explícito de ese aviso publicitario?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ e) Haga un análisis crítico del mismo
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
3.- Investigue y seleccione una marca que en este momento, esté utilizando uno o más instrumentos promocionales. a) Marca: ________________________ b) Instrumentos promocionales ________________________ ________________________ ________________________ ________________________ ________________________ ________________________ c) Haga un análisis crítico de los mismos.
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ d) ¿Cuáles serían sus recomendaciones?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ 4.- Investigue alguna actividad de relaciones públicas utilizada por alguna marca.
a) Descríbala: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ b) ¿Cree usted que es la acertada? ¿Por qué?
_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
