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    Conceptos de Marketing

    Uploaded by

    Mayi Morales
    Marketing 4.0 combines traditional and digital marketing approaches to build customer engagement through recognizing shifting marketing roles. It blends branding style and substance while complementing machine and human interactions. Marketing 4.0 helps transition to the digital economy by redefining key marketing concepts, with digital and traditional marketing coexisting to win customer advocacy. Marketing involves performing activities to accomplish organizational objectives by anticipating and satisfying customer needs through directing product flows from producer to customer. The marketing concept aims all efforts at profitable customer satisfaction through a company-wide focus on offering what customers need. Marketing can occur whenever an exchange aims to satisfy needs between people or organizations. Marketing is a business system for planning, pricing, promoting and distributing need-satisfying

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    Conceptos de Marketing

    Uploaded by

    Mayi Morales
    98 views2 pages
    Marketing 4.0 combines traditional and digital marketing approaches to build customer engagement through recognizing shifting marketing roles. It blends branding style and substance while complementing machine and human interactions. Marketing 4.0 helps transition to the digital economy by redefining key marketing concepts, with digital and traditional marketing coexisting to win customer advocacy. Marketing involves performing activities to accomplish organizational objectives by anticipating and satisfying customer needs through directing product flows from producer to customer. The marketing concept aims all efforts at profitable customer satisfaction through a company-wide focus on offering what customers need. Marketing can occur whenever an exchange aims to satisfy needs between people or organizations. Marketing is a business system for planning, pricing, promoting and distributing need-satisfying

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    Marketing 4.0 combines traditional and digital marketing approaches to build customer engagement through recognizing shifting marketing roles. It blends branding style and substance while complementing machine and human interactions. Marketing 4.0 helps transition to the digital economy by redefining key marketing concepts, with digital and traditional marketing coexisting to win customer advocacy. Marketing involves performing activities to accomplish organizational objectives by anticipating and satisfying customer needs through directing product flows from producer to customer. The marketing concept aims all efforts at profitable customer satisfaction through a company-wide focus on offering what customers need. Marketing can occur whenever an exchange aims to satisfy needs between people or organizations. Marketing is a business system for planning, pricing, promoting and distributing need-satisfying

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    98 views2 pages

    Conceptos de Marketing

    Uploaded by

    Mayi Morales
    Marketing 4.0 combines traditional and digital marketing approaches to build customer engagement through recognizing shifting marketing roles. It blends branding style and substance while complementing machine and human interactions. Marketing 4.0 helps transition to the digital economy by redefining key marketing concepts, with digital and traditional marketing coexisting to win customer advocacy. Marketing involves performing activities to accomplish organizational objectives by anticipating and satisfying customer needs through directing product flows from producer to customer. The marketing concept aims all efforts at profitable customer satisfaction through a company-wide focus on offering what customers need. Marketing can occur whenever an exchange aims to satisfy needs between people or organizations. Marketing is a business system for planning, pricing, promoting and distributing need-satisfying

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    of 2

    Conceptos de Marketing

     Kotler, Philip, Kartajaya, Hermawan, Setiawan, Iwan

    “The esscense of Marketing 4.0 is to recognize the shifting roles of traditional and digital marketing
    in building customer engagement and advocacy (…)

    Marketing 4.0 is a marketing approach that combines online and offline interaction between
    companies and customers, blends style with substance in buildings brands, and ultimately
    complements machine-to-machine connectivity with human-to-human touch to strenghten
    customer engagement. It helps marketers to transition into the digital economy, which has
    redefined the key conceptos of marketing. Digital marketing and traditional marketing are meant to
    coexist in Marketing 4.0 with the ultimate goal of winning customer advocacy” (Kotler et al., 2017:
    54)

    Kotler, P., Krtajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving From Traditional to Digital. New
    Jersey: Wiley. Recuperado de
    http://eds.a.ebscohost.com/eds/ebookviewer/ebook/bmxlYmtfXzE0MjQyNTZfX0FO0?sid=26653f2
    8-a37f-49d8-b73b-41ba818a65eb@sdc-v-sessmgr02&vid=0&format=EB

     E. Jerome McCarthy, William D. Perreault, Jr. Joseph P. Cannon,E.

    “Marketing is the performance of activities that seek to accomplish an organization’s objectives by


    anticipating customer or client needs and directing a flow of need-satisfying goods and services from
    producer to customer or client” (2017: 7)

    “The marketing concept means that an organization aims all of its efforts at satisfying its
    customers—at a profit (…) A marketing orientation means trying to carry out the marketing concept.
    Instead of just trying to get customers to buy what the firm has produced, a marketingoriented firm
    tries to offer customers what they need. Three basic ideas are included in the definition of the
    marketing concept: (1) customer satisfaction, (2) a total company effort, and (3) profit—not just
    sales—as an objective” (2017: 17)

    McCarthy, J. E., Perreault, W. D. Jr., & Cannon, J. P. (2017). Essentials of Marketing A Marketing
    Strategy Planning Approach (15th Ed.). New York: McGraw-Hill Education.

     William J. Stanton, Michael J. Etzel, Bruce J. Walker.

    “El marketing puede producirse en cualquier momento en que una persona o una organización se
    afanen por intercambiar algo de valor con otra persona u organización. En este sentido amplio, el
    marketing consta de actividades ideadas para generar y facilitar intercambios con la intención de
    satisfacer necesidades, o deseos de las personas o las organizaciones” (Stanton et al., 2007: 4).

    “(…) nuestra definición de marketing —basada en el concepto de intercambio y aplicable a cualquier


    organización— es la siguiente: marketing es un sistema total de actividades de negocios ideado para
    planear productos satisfactores de necesidades, asignarles precio, promoverlos y distribuirlos a los
    mercados meta, a fin de lograr los objetivos de la organización.

    Esta definición tiene dos implicaciones significativas:

    • Enfoque. Todo el sistema de actividades de negocios debe orientarse al cliente. Los deseos de los
    clientes deben reconocerse y satisfacerse.

    • Duración. El marketing debe empezar con una idea del producto satisfactor y no debe terminar
    sino hasta que las necesidades de los clientes estén completamente satisfechas, lo cual puede darse
    algún tiempo después de que se haga el intercambio” (Stanton et al., 2007: 6)

    Stanton, W. J., Etzel, M. J., & Walker, B. J. (2007). Fundamentos de marketing (14ta Ed.). México
    D.F.: McGraw-Hill.

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