{"id":239,"date":"2019-05-02T08:11:08","date_gmt":"2019-05-02T08:11:08","guid":{"rendered":"https:\/\/pca.edu.co\/thekey\/?p=239"},"modified":"2022-11-30T18:14:15","modified_gmt":"2022-11-30T18:14:15","slug":"el-target-en-el-marketing","status":"publish","type":"post","link":"http:\/\/pca.edu.co\/thekey\/marketing\/el-target-en-el-marketing\/","title":{"rendered":"El target en el marketing"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\"><strong>Por: Alejandro Delgado<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">La evoluci\u00f3n del Mercado en las \u00faltimas d\u00e9cadas ha generado que muchos de los esquemas tradicionales que se imparten y practican en el d\u00eda a d\u00eda est\u00e9n en proceso de reestructuraci\u00f3n por parte de los Gur\u00fas del Marketing Moderno, quienes dan a conocer peri\u00f3dicamente nuevos conceptos y experiencias \u00a0que afrontaremos en nuestra labor de Marketing y Comercial.<\/p>\r\n<h2>El target en el marketing<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Dentro de estas nuevas propuestas est\u00e1 la variable Diferenciaci\u00f3n, que es b\u00e1sicamente presentar y resaltar los atributos y beneficios que nos da el adquirir ese bien o servicio. Hoy por hoy estos argumentos flaquean en la negociaci\u00f3n comercial, ya\u00a0 que el precio, los descuentos y dem\u00e1s herramientas que ayudan a dar una ventaja econ\u00f3mica ante la competencia est\u00e1n tomando mayor relevancia que los anteriormente mencionados. Es necesario asegurar que dentro del mapa mental del cliente atributos, beneficios y precio se mantengan en una balanza equitativa.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Si continuamos ejerciendo ese poder de diferenciaci\u00f3n, con el precio, las empresas llegaran a un momento donde la UBM- Utilidad Bruta Marginal, descender\u00e1\u00a0 a niveles que podr\u00e1n poner en riesgo la longevidad de la compa\u00f1\u00eda y su posicionamiento en el mercado, top of heart y top of mind.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Lo anterior justifica la necesidad de presentar inicialmente \u00a0proyectos que permitan al cliente visualizar su misi\u00f3n, y visi\u00f3n comercial; para as\u00ed generar \u00a0una \u00a0soluci\u00f3n a largo plazo es decir, abonando acciones que se reflejen en los inicios de la fidelizaci\u00f3n del cliente. Esta se reafirma cuando hay una \u00a0recompra, aumento en el porcentaje de participaci\u00f3n del presupuesto de compras, mayor adquisici\u00f3n del portafolio de bienes y <strong>LA RECOMENDACI\u00d3N PERSONAL<\/strong> (una de las acciones m\u00e1s deseadas y esperadas por las compa\u00f1\u00edas y ejecutivos de venta), alcanzando con esta ultima \u00a0la consolidaci\u00f3n de las relaciones comerciales y convirtiendo as\u00ed al cliente en un socio estrat\u00e9gico dentro del mercado.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para poder diferenciar los productos que se ofrecen, cada compa\u00f1\u00eda debe definir\u00a0 el STP &#8211; Segmentaci\u00f3n Target y Posicionamiento, teniendo siempre presente <strong>el momento de compra y forma de consumo del bien y\/o servicio;<\/strong> sobre este \u00faltimo punto es necesario enfatizar que debe hacerse una investigaci\u00f3n de mercados sobre el comportamiento de compra del consumidor en su sector, para identificar, conocer e interpretar las acciones de comunicaci\u00f3n, posicionamiento y par\u00e1metros comerciales que expondremos a nuestros futuros clientes-socios.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">La publicidad ya sea masiva o directa puede ser un elemento de comunicaci\u00f3n diferenciador bastante amplio entre cada empresa, las t\u00e1cticas que utilicen para dar a conocer sus promociones comerciales, depender\u00e1 de que tanto conocen su target; los medios m\u00e1s utilizados son medios impresos, visuales, digitales y sensoriales. La\u00a0 estrategia <strong>Marketing 360 Grados <\/strong>\u00a0nos permite llegar al cliente por la mayor cantidad de medios posibles, para que conozca, codifique e interprete el mensaje comercial. Teniendo siempre como prioridad la claridad del mensaje.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">En los medios de comunicaci\u00f3n digital o virtual se habla de marketing 2.0, pero hace poco lanzaron al mercado <strong>el <a href=\"https:\/\/pca.edu.co\/thekey\/publicidad\/importancia-del-branded-content-en-el-marketing-moderno\/\">marketing 3.0<\/a>, el cual busca mayor interactividad entre la empresa y el usuario, adicionando que la empresa no se concentra ya en el consumidor, sino en la persona.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Recuerden, <strong>las ideas por si solas son fr\u00e1giles<\/strong>, por eso es importante visualizar y dimensionar una estrategia comercial diferenciadora \u00a0que aporte beneficio econ\u00f3mico a la empresa y beneficio tangible e intangible a nuestro comprador.<\/p>\r\n<!--codes_iframe-->\r\n<p><\/p>\r\n<!--\/codes_iframe-->","protected":false},"excerpt":{"rendered":"<p>La evoluci\u00f3n del Mercado en las \u00faltimas d\u00e9cadas ha generado que muchos de los esquemas tradicionales que se imparten y practican en el d\u00eda a d\u00eda <\/p>\n","protected":false},"author":5,"featured_media":596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El target en el marketing -<\/title>\n<meta name=\"description\" content=\"Conoce que papel juega ell target en el marketing y como a sido la evoluci\u00f3n del Mercado en las \u00faltimas d\u00e9cadas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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