Estudio de la evolución del marketing en función del cambio generacional y tecnológico
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Fecha
2018
Profesor/a Guía
Facultad/escuela
Idioma
es
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
Mientras nuestro país crece económicamente, es cada vez más común
ver nacer nuevos negocios influenciados por las nuevas corrientes culturales de
países mas desarrollados, mientras empresas tradicionales por lo general cuentan
con una manera conservadora de publicitarse con un marketing enfocado al
producto viendo al cliente como un mero ingreso unitario, gracias a esta misma
corriente, cuando una organización se atreve a experimentar con las fronteras del
marketing suelen destacarse por sobre el resto, generando una fuga de clientes
para la competencia, pero vale la pena preguntarse ¿ qué es lo que hacen estas
empresas para diferenciarse de manera eficiente y que marque de tal manera al
cliente? Hay muchos factores a considerar en esta incógnita, pero nosotros nos
centraremos en el cambio generacional y la cuarta revolución tecnológica que se
ha vivido en los últimos años.
Por una parte, las ultimas revoluciones tecnológicas han obligado al
marketing a adaptarse de maneras que hace años hubieran sido impensadas, por
ejemplo, el e-marketing es una de las maneras más eficientes que tienen las
empresas para estudiar su alcance y eficiencia. Por otra parte, los cambios sociales
también influyen fuertemente en esta área, de tal manera que se está convirtiendo
en una práctica común ver empresas publicitando sus planes de responsabilidad
social y ecológico, esperamos contrastar estos datos y encontrar Cuales son las
estrategias que dominan y dominaran el mercado en los años futuros, esto en
función de las nuevas generaciones con perfiles cada vez más distintos.
While our country is growing economically, it´s becoming something common to see new busines born, under the influence of the new international culture waves, while the traditional busines in our country has a very conservative way to advertise themselves, with a marketing focused in the producto and seeing the client as a simple money entry, and the new busines experiments with the frontiers of marketing, thanks to this they often get above the traditional ones taking their clients, but we have to asko, what are this Companys doing to diferenttiate of the others and attract so well the clients? There are a loto f factor to consider in this question, but we Will focus in the generational change and the fourth technological revolution, that is happening in this years. In one hand the technological revolution is forcing the marketing to adapt in ways that were unthinkable in the past, for example the e-merketing is working as a benchmark right now, thanks to its reach and efficiency . In the other hand the social change are influencing this área, in such way that right now it´s a common practice to show the ecological and social plan of the company. We are gonna contrast the data of both settings and find out what are the strategys that are gonna conquer the market in the years to come, all of this in funciton of the generational change that is gonna bring different profiles to the market each year.
While our country is growing economically, it´s becoming something common to see new busines born, under the influence of the new international culture waves, while the traditional busines in our country has a very conservative way to advertise themselves, with a marketing focused in the producto and seeing the client as a simple money entry, and the new busines experiments with the frontiers of marketing, thanks to this they often get above the traditional ones taking their clients, but we have to asko, what are this Companys doing to diferenttiate of the others and attract so well the clients? There are a loto f factor to consider in this question, but we Will focus in the generational change and the fourth technological revolution, that is happening in this years. In one hand the technological revolution is forcing the marketing to adapt in ways that were unthinkable in the past, for example the e-merketing is working as a benchmark right now, thanks to its reach and efficiency . In the other hand the social change are influencing this área, in such way that right now it´s a common practice to show the ecological and social plan of the company. We are gonna contrast the data of both settings and find out what are the strategys that are gonna conquer the market in the years to come, all of this in funciton of the generational change that is gonna bring different profiles to the market each year.
Notas
Memoria (Ingeniero Civil Industrial)
Palabras clave
Planificación de la Comercialización, Campañas de Publicidad, Evaluación