La mayoría de las personas creen que el marketing -o mercadeo, o mercadotecnia- consiste en hacer publicidad, muchas veces de forma "poco ética", para vender un producto
indiscriminadamente a todo aquel que tenga la desgracia de ver un anuncio. La mayoría de los
profesionales del marketing y consultores de empresa suelen empezar sus discusiones sobre la naturaleza del marketing con una cierta mueca de disgusto y una frase del estilo: "Marketing no es solo publicidad". El marketing es uno de los grandes desconocidos del mundo de la empresa (y lamentablemente no el único).
Si ya se tiene clara la importancia del mercado y los clientes a la hora de desarrollar un proyecto empresarial, resultará fácil comprender el alcance del marketing -no de la publicidad- en el futurode la empresa. Conceptos como necesidades, deseos, mercado, demanda, producto, etc. son fundamentales para entrar en el mundo del marketing.
Sin ánimo de dar la definición correcta de lo que es el marketing, pues ni los propios teóricos del tema se ponen de acuerdo, podemos decir que el marketing es aquella combinación de
conocimientos y de técnicas orientadas a comprender el mercado y a influir en él.. Así pues, dentro de la empresa, el marketing desempeña una función primordial que debe estar perfectamente coordinada con las otras funciones, especialmente con la de producción.
publicidad
La publicidad es una técnica de comunicación comercial que intenta informar al público sobre un producto o servicio a través de los medios de comunicación con el objetivo de motivar al público hacia una acción de consumo. En términos generales puede agruparse en above the line y below the line según el tipo de soportes que utilice para llegar a su público objetivo.
A través de la investigación, el análisis y estudio de numerosas disciplinas, tales como la psicología, la sociología, la antropología, la estadística, y la economía, que son halladas en el estudio de mercado, se podrá desarrollar un mensaje adecuado para el público.
La publicidad llega al público a través de los medios de comunicación. Dichos medios de comunicación emiten los anuncios a cambio de una contraprestación previamente fijada para adquirir dichos espacios en un contrato de compra y venta por la agencia de publicidad y el medio, emitiendo el anuncio en un horario dentro del canal que es previamente fijado por la agencia con el medio, y con el previo conocimiento del anunciante. Tal contrato es denominado contrato de emisión o de difusión.
marketing and advertising
Most people believe that marketing, or marketing, or marketing-is advertising, often in an "unethical" to sell a product indiscriminately to anyone who has the misfortune of seeing an ad. Most marketing professionals and business consultants often begin their discussions on nature of marketing with a certain wry face and a sentence like: "Marketing is not only advertising. "Marketing is one of the great unknowns of the business world (and unfortunately not the only one). If you already have clear the importance of market and customers in developing a project business, it's easy to understand the scope of marketing-advertising-not in the future of the company. Concepts such as needs, wants, market demand, product, etc. are key to enter the world of marketing. Without wishing to give the correct definition of what is marketing, since not even the theoretical issue agree, we can say that marketing is that combination of knowledge and techniques aimed at understanding the market and to influence him .. Thus, within of the company, marketing plays a key role to be perfectly coordinated with other features, especially with the production.
Advertising Advertising is an advertising technique that attempts to inform the public about a product or service through the media in order to motivate the public to consumer action. Can broadly be grouped into above the line and below the line depending on the type of media you use to reach your target audience.
Through research, analysis and study of many disciplines such as psychology, sociology, anthropology, statistics, and economics, which are found on market research, you can develop an appropriate message to the public .
Advertising reaches the public through the media. These broadcast media advertisements to return for a previously scheduled to acquire the space into a purchase and sale contract for the advertising agency and media, broadcasting the announcement at a time into the channel is determined in advance by the agency with the environment, and with prior knowledge of the advertiser. This contract is called indenture or dissemination.
A través de la investigación, el análisis y estudio de numerosas disciplinas, tales como la psicología, la sociología, la antropología, la estadística, y la economía, que son halladas en el estudio de mercado, se podrá desarrollar un mensaje adecuado para el público.
La publicidad llega al público a través de los medios de comunicación. Dichos medios de comunicación emiten los anuncios a cambio de una contraprestación previamente fijada para adquirir dichos espacios en un contrato de compra y venta por la agencia de publicidad y el medio, emitiendo el anuncio en un horario dentro del canal que es previamente fijado por la agencia con el medio, y con el previo conocimiento del anunciante. Tal contrato es denominado contrato de emisión o de difusión.
marketing and advertising
Most people believe that marketing, or marketing, or marketing-is advertising, often in an "unethical" to sell a product indiscriminately to anyone who has the misfortune of seeing an ad. Most marketing professionals and business consultants often begin their discussions on nature of marketing with a certain wry face and a sentence like: "Marketing is not only advertising. "Marketing is one of the great unknowns of the business world (and unfortunately not the only one). If you already have clear the importance of market and customers in developing a project business, it's easy to understand the scope of marketing-advertising-not in the future of the company. Concepts such as needs, wants, market demand, product, etc. are key to enter the world of marketing. Without wishing to give the correct definition of what is marketing, since not even the theoretical issue agree, we can say that marketing is that combination of knowledge and techniques aimed at understanding the market and to influence him .. Thus, within of the company, marketing plays a key role to be perfectly coordinated with other features, especially with the production.
Advertising Advertising is an advertising technique that attempts to inform the public about a product or service through the media in order to motivate the public to consumer action. Can broadly be grouped into above the line and below the line depending on the type of media you use to reach your target audience.
Through research, analysis and study of many disciplines such as psychology, sociology, anthropology, statistics, and economics, which are found on market research, you can develop an appropriate message to the public .
Advertising reaches the public through the media. These broadcast media advertisements to return for a previously scheduled to acquire the space into a purchase and sale contract for the advertising agency and media, broadcasting the announcement at a time into the channel is determined in advance by the agency with the environment, and with prior knowledge of the advertiser. This contract is called indenture or dissemination.
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