1. Desire: What people want
2. Need: the basic for life
3. Demanda: cuando financías tus deseos y needs
4. Product: anything tangible, para satisfacer los desires and needs.
5. Service: actividades o beneficios que son intangibles
6. Ideas: se pueden vender las ideas
7. Valor: el valor que recibe cada producto, servicio o idea por parte de los consumidores en relación con el costo
8. Satisfaction: the product or service accomplish the expectations.
9. Quality: el producto o servicio ofrece lo correspondiente al costo
10. Misión: enunciado motivador en el que se da a conocer el propósito de una compañía o empresa.
11. Visión: A donde quiere llegar la empresa o compañía
12. Objetivos: lo que se quiere lograr por departamento.
13. Strategies: How they are going to complete their objetives
14. Target Market: Sector de la población a quien ira dirigido el producto o servicio
15. Diferenciación: lo que hace que tu producto sea único
16. Positioning:El lugar que ocupa la empresa en la mente del consumidor en relación a su competencia
17. Competitive advantage: tener un mejor posicionamiento que la competencia
18. Marketing Mix: 4P's, Prodcut, Promotion, Price, and Place
19. Filosofías de Marketing
19.1. Social Marketing concept: Apply the product to the ¨world needs¨
19.2. Marketing concept: Sell the consumer needs
19.3. Product concept: pequeña escala de productos que ofrecen calidad
19.4. Production concept: gran cantidad de producción a bajo precio
19.5. Promotion concept: to use a celebrity to sell the prodcut
20. Growth Strategies
20.1. Product development: Different product, same market
20.2. Market penetration: Same product, same market
20.3. Market development: Same product, different market
20.4. Diversification: New product, new market
21. FODA: Es una herramienta de análisis estratégico, para poder completar las metas u objetivos establecidos, con la finalidad de conocer los riesgos, ventajas y desventajas que pudieran existir.
22. Consumers are multidiversed
23. Consumers are important
23.1. Improve economy
23.2. Influence the industries
23.3. Their need help to innovate
23.4. Helps to define strategy and release potential
24. Scope of consumer
24.1. External influences
24.1.1. Input
24.1.1.1. 4P´s
24.1.1.2. Sociocultural context
24.1.1.2.1. Family, sources of information, other sources, social class, culture/subculture
24.2. Decision making process
24.2.1. Process
24.2.1.1. Pychological field
24.2.1.1.1. Motivation
24.2.1.1.2. Perception
24.2.1.1.3. Learning
24.2.1.1.4. Personality
24.2.1.1.5. Attitude
24.2.1.2. Recognition of need
24.2.1.3. Research before buying
24.2.1.4. Evaluation of alternatives
24.3. Behavior after purchase
24.3.1. Output
24.3.1.1. Purchase
24.3.1.1.1. Test
24.3.1.1.2. Rebuy
24.3.1.1.3. Evaluation after purchase
25. Market Research
25.1. Qualitative
25.1.1. Interviews, focus groups, etc
25.2. Quantitative
25.2.1. Mathematics, stadistic, ect
26. Fuentes de información
26.1. Primaria
26.1.1. Información creada por uno mismo
26.2. Secundaria
26.2.1. De otros lugares
27. Mystery shopper: cliente disfrazado, para investigar el producto
28. Massive marketing: same product, same marketing mix to all
29. Market segmentation
29.1. Geographic
29.1.1. Region, size of the place, density, weather
29.2. Demografic
29.2.1. Age: chronologic and cohort,, sex, status, income, education, occupation
29.3. Psychological
29.3.1. Need, motivation, personality, perception, involvment, attitude
29.4. Psychographic
29.4.1. Lifestyle
29.5. Sociocultural
29.5.1. Culture, religion, subculture, NSE, family cycle
29.6. Context and Situational
29.6.1. Time, objective, localization, people
30. Products decisions
30.1. Quality, branding, features, design
31. Make all converge in its design
32. Strategy of price
32.1. Survival, quality leader, revenue maximization
33. Product life cycle
33.1. Introduction, growth, maturity, decline
34. Pricing strategy
34.1. Skimming
34.1.1. High price at the beginning, then low price
34.2. Penetration
34.2.1. Low price at the beginning, then raice slowly
35. Promotion strategies
35.1. Advertising, sales promotion, direct marketing,selling, public relations
36. Intermediaries
36.1. Entities between producer and final user
36.1.1. Agent
36.1.2. Wholesaler
37. Distribution channels
37.1. Direct
37.1.1. Producer to consumer
37.2. Inderect
37.2.1. With intermediaries
37.3. Dual
37.3.1. Combination of direct and inderect
37.4. Reverse
37.4.1. Consumer to producer
38. Brand
38.1. All the values, culture, people, actives inside a a company.
39. Brand Identity
39.1. All the methodology in which the company executes its main promise to everyone: audiences and employees.
40. Branding
40.1. Práctica que consiste en idear marcas y gestionarlas como activos de valor.
41. Brand Image
41.1. It works by activating the brand at contact points: stores, the employees, adds, etc.
42. Brand Personality
42.1. Human Characteristics associated to a brand.
42.1.1. Sincerity
42.1.1.1. Practical, honest
42.1.2. Excitement
42.1.2.1. Spirited, Imaginative
42.1.3. Competence
42.1.3.1. Reliable, Intelligent
42.1.4. Sophistication
42.1.4.1. Upper Class, Charming
42.1.5. Ruggedness
42.1.5.1. Outdoorsy , Tough
43. Perception
43.1. process in which we select, organize and interpret sensations.
44. Sensorial Branding
44.1. When companies take advantage of the effects in our senses to improve our experiences.
44.1.1. Taste
44.1.2. Visual
44.1.3. Smell
44.1.4. Hearing
44.1.5. Touch
45. Limbic system
45.1. Immediate emotion.
46. Subliminal Perception
46.1. Below the Minimum Absolut Threshold lies
47. Axioms
47.1. “IT IS UNAVOIDABLE TO HAVE AN IMAGE”
47.2. “83% OF OUR DECISIONS DEPENDS ON WHAT WE SEE
47.3. “THE BRAIN’S PROCESS THE STIMULI IN MATER OF SECONDS”
47.4. “THE MIND DECIDES MOSTLY WITH EMOTIONS”
47.5. “IMAGE IS DINAMIC”
47.6. IF YOU CREATE AN IMAGE, THIS SHOULD RESPECT THE ESSENCE OF THE TRANSMITER.
47.7. IMAGE IS RELATIVE.
47.8. THE CREATION PROCESS OF AN IMAGE IS RATIONAL, THEREFORE IT NEEDS A METHODOLOGY.
47.9. Image efficiency is directly related to the coherence of the stimuli that causes it.
47.10. IT TAKES TIME AND WILL BE MUCH MORE DIFFICULT TO RECONSTRUCT AN IMAGE THAN TO CREATE IT.
47.11. THE BETTER YOUR IMAGE, THE MORE INFLUENTIALYOU WILL BE.
47.12. THE IMAGE OF THE OWNER INFLUENCES THE INSTITUTION.
47.13. THE IMAGE OF THE INSTITUTION INFLUENCES THE MEMBERS.
48. Color Theory
48.1. Hue
48.1.1. It’s the color by itself.
48.2. Tint
48.2.1. Warm, or cold.
48.3. Value
48.3.1. Clarity or darkness of one color;
48.4. Chroma
48.4.1. How bright or pure a color is
49. Estilos
49.1. Casual
49.2. Tradicional
49.3. Elegante
49.4. Romántico
49.5. Creativo
49.6. Seductivo
49.7. Dramático
50. Goal
50.1. El resultado que uno quiere obtener de sus acciones
50.1.1. Gnéisica
50.1.1.1. Es de forma general
50.1.2. Especifica
50.1.2.1. Se selecciona una en particular
51. Motivación
51.1. Fuerza que te impulsa acomplejar una meta
51.1.1. Positiva
51.1.1.1. Algo que se quiere lograr
51.1.2. Negativa
51.1.2.1. Algo que no quiere lograr