Fundamentos de marketing by Kotler, Philip, Armstrong, Gary, and a great selection of similar Used, New and 6ª edición. rústica Incluye C.D. páginas . Kotler, Philip y Armstrong, Gary. (). Fundamentos de Marketing (Octava Edición). Naucalpan de Juárez, México: Pearson Educación. [2]. Gomez, Lia; Borja. Marketing Octava edición Philip Kotler y Gary Armstrong Capítulo 1 Marketing en un mundo cambiante: Cómo crear valor y satisfacción para los clientes.

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This strategy seeks to extend existing brand qualities to launch new products or modified products in a new category. This strategy occurs when a company introduces additional items in a given product category under the same brand name. A good public image helps firms gain more customers, better employees, access to money markets, and other benefits Better environment.

Estrategia de productos y servicios – ppt video online descargar

Both environmentalists and consumer groups have complained about unnecessary packaging. Similarly, more European and Asian companies now compete successfully in the US.

Still, fundamentos de marketing philip kotler octava edicion and sellers have a legal, ethical, and moral obligation not to endanger consumers. These are anything offered for sale to satisfy a need or want.

Social expectations of business have increased. Ask students to distinguish among physical, social, and individual needs. No pueden separarse de los proveedores de servicios.

As pointed out in the text, a continuing customer relationship means years of revenues for a company, fundamentos de marketing philip kotler octava edicion one time only sales.

It should be eligible for registration and legal protection. Markets may be decentralized or centralized. Too Much Political Power. Costs are actually lower than they would be if the same services were performed by either the producer or the retailer. Again, no-brand choices are available as ready substitutes.

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Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency — the ability to maintain the targeted level of quality in delivering benefits to consumers. This refers to the total number of products the company carries.

Estrategia de productos y servicios

It is most often used today for unsought goods. Enlightened marketing and marketing ethics work together to create socially responsible marketing practices. As times change, and they always do, those companies fail to see the need for meeting new and emerging consumer needs.

Their purchase price in turn funds the efforts as profits of each of the other layers to create more value as the system continues the cycle. Company objectives of full-line offerings may decrease strict profit criterion on length. These consist of buildings and fixed equipment. For example, sheet metal is used to make car bodies. Matching supply and demand can be a difficult balancing act.

Some consumers, especially those of luxury goods, often select a particular brand in part because of what it communicates to others about the owners values. Customer ethics might be posted or mailed to customers to fundamentos de marketing philip kotler octava edicion all employees to live up to a standard known to the customer before the sale.

A lo largo del libro se abordan cinco grandes temas dw el valor: You might point out to students the influential role played by Professor Kotler in the development of marketing management, in both business and academic settings.

Philip Kotler y Gary Armstrong – ppt video online descargar

Branding and differentiation provide psychological assurances of quality and reliability that consumers are willing to pay for. Many consumers feel business in general has more of an obligation to those who generate profits — the consumer!


Buy with confidence, excellent customer service!. The bottom line is that in addition to being illegal in many cases, these practices tend to drive customers to seek other suppliers and eventually self-terminate.

Including all required information is necessary to ward off governmental investigations. Manufacturer’s or National brands are owned by the fundamentos de marketing philip kotler octava edicion. Promotional tone may help indicate whether a company practices the selling or the marketing concept.

Marketing y sociedad: responsabilidad social y ética de marketing

Desarrollar un paquete de servicios que complazca a los clientes y produzca utilidades. The marketing system should serve disadvantaged consumers as well as affluent ones.

This means both that consumers should not be coerced into buying and that a competitive marketplace will provide them with some selection among products. The actual product is the tangible product or intangible service that serves as the medium for receiving core product benefits. Deficient products fundamentos de marketing philip kotler octava edicion neither short term satisfaction nor long term benefits. Supplies include operating supplies and repair and maintenance items.

This means that the consumer should have access to relevant and reasonable product information. May lead to marketing myopia or the tendency to too narrowly define the scope of one’s business. This concept focuses on the actual product in an effort to continuously improve quality, performance, and features.