Plan De Mercadeo Pps

PLA DE MERCADEO Copyright, 1996 © Dale Carnegie & Associates, Inc.

INTRODUCCIÓN ENTORNO DEL PLAN DE MERCADEO ORIENTACION hacia el mercado. FILOSOFIA de marketing. SATISFACCION del cliente. Pensamiento ESTRATEGICO de marketing

Proceso de planeación de Mercadeo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Proceso de planificación ,[object Object],[object Object],[object Object],[object Object]

PRIMERA PARTE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ANÁLISIS DE LA EMPRESA ,[object Object],[object Object],[object Object],[object Object],[object Object]

MISIÓN ,[object Object],[object Object],[object Object],[object Object],[object Object]

Configuración de la misión ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OBJETIVOS CORPORATIVOS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Estrategia s corporativa s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Estrategia de mezcla de productos. ,[object Object],[object Object]

Modelo de p ortafolio de productos ( Matriz de Boston ) ,[object Object],[object Object],[object Object],[object Object]

Atractivo del mercado. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Atractivo del mercado. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Atractivo del mercado. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Posición de la empresa . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Posición de la empresa ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Posición de la empresa ,[object Object],[object Object],[object Object],[object Object]

Matriz de estrategias sectoriales ALTA MEDIA DEBIL FUERTE EXPANSIÓN INNOVACIÓN DE PRODUCTO REESTRUCTURACIÓN MEDIO INNOVACIÓN DE MERCADO DIVERSIFICACIÓN LIQUIDACIÓN DEBIL DIVERSIFICACIÓN LIQUIDACIÓN LIQUIDACIÓN

Análisis del producto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Análisis del mercado ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Análisis del consumidor/usuario ,[object Object],[object Object],[object Object],[object Object]

Análisis del consumidor/usuario ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Análisis de la competencia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Amenazas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Problemas ,[object Object],[object Object],[object Object],[object Object]

Oportunidades ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEGUNDA PARTE PROYECCIÓN DE LA DEMANDA Pronósticos de ventas Plan de ventas

Objetivos de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pronósticos de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object]

Plan de ventas ,[object Object],[object Object],[object Object],[object Object]

TERCERA PARTE DISEÑO Y EJECUCIÓN DEL PLAN

Objetivos del plan ,[object Object],[object Object],[object Object],[object Object]

Objetivos del plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Estrategia básica de marketing. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Demanda primaria Estrategias para atraer a los no usuarios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demanda primaria Estrategias para aumentar la tasa de compra entre los usuarios ,[object Object],[object Object],[object Object]

Demanda Selectiva ,[object Object],[object Object],[object Object],[object Object]

Demanda selectiva Estrategias para ampliar el mercado servido ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demanda selectiva Estrategias para captar clientes de los competidores. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demanda selectiva Estrategias para captar clientes de los competidores. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demanda selectiva Estrategias para conservar/expandir la demanda en los clientes actuales ,[object Object],[object Object],[object Object]

Marketing mix ,[object Object],[object Object],[object Object],[object Object]

POSICIONAMIENTO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Métodos para posicionar un producto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Redacción estrategia de posicionamiento ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Producto ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Precio ,[object Object],[object Object],[object Object],[object Object],[object Object]

Objetivos de precios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fijación del precio ,[object Object],[object Object],[object Object],[object Object]

Políticas de precios y descuentos. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distribución. ,[object Object],[object Object],[object Object],[object Object]

Estrategias de distribución ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Merchandising. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Distribución física. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Programas de mezcla promocional. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Venta personal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Administración de ventas. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Directo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Relaciones Públicas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Relaciones Públicas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promoción de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promoción de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objetivos de promoción de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objetivos de promoción de ventas ,[object Object],[object Object],[object Object],[object Object]

Instrumentos de promoción de ventas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Programas de publicidad. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Objetivos de la publicidad ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objetivos de la publicidad ,[object Object],[object Object],[object Object],[object Object]

Soporte financiero del plan de mercadeo. Proyección estado de ganancias y perdidas ,[object Object]

Auditoría de marketing ,[object Object],[object Object]

Aspectos claves de control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Controles complementarios ,[object Object],[object Object],[object Object],[object Object],[object Object]

Elementos de la auditoría de mercadeo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Plan De Mercadeo Pps

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