"P" de pasado. Ahora las 4 "C" de MKT.
Constantemente escuchamos hablar que
- Producto
- Precio
- Plaza
- Promoción
Inclusive, algunos expertos en el tema agregan una quinta “P”:
- Post-Venta
O declaran que son 8 P’s:
- Producto.
- Plaza.
- Promoción.
- Precio.
- Procesos.
- Personas.
- Evidencia Física (Physical Evidence).
- Alianzas (Partners).
Sin embargo, todas éstas unidades están enfocadas desde un punto de vista de la empresa, marca, producto o servicio; hacia el mercado. Para Bob Lauterborn, profesor de Publicidad de
- Consumidor quiere y necesita (vs. Producto)
No puedes intentar desarrollar un producto y intentar venderlo a un mercado masivo. Antes que nada, debes estudiar y conocer a tu consumidor; saber lo que el necesita y quiere, para entonces atraerlo con un producto o servicio que satisfaga esa necesidad y deseo. - Costo para satisfacer (vs. Precio)
Debes de darte cuenta que el precio (hablando en términos monetarios) es parte del Costo para satisfacer, sin embargo, el precio no lo es todo. Por ejemplo: El precio que un consumidor tiene que pagar por una noche de habitación en un hotel es de $500 dólares. Sin embargo hay que considerar el costo que le implica al consumidor pagar esos $500 dólares: Ahorrar durante 4 meses; transportarse al hotel, dejar de pagar otros servicios en casa, etc. - Conveniencia para la compra (vs. Plaza)
Cambia el paradigma de pensar en plaza y piensa la disponibilidad del consumidor para adquirir el producto. Tal vez un segmento de tu mercado prefiere comprar por televisión, comprar por catálogo, utilizar tarjeta de crédito para el pago, etc. - Comunicación (vs. Promoción)
La promoción es unidireccional, es decir del vendedor al consumidor, suele ser manipulativa. Sin embargo, al considerar la comunicación como parte de tu mix; estás volviendo bidireccional el proceso; donde el vendedor emite un mensaje, que es retroalimentado por el consumidor, volviendo la forma de anunciar tu producto en un proceso “interactivo”.
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