Introducción a la Investigación de Mercados

OBJETIVO(S) GENERAL(ES) DE LA ASIGNATURA: Aplicar los conocimientos y herramientas de la materia para desarrollar investigaciones de mercado que generen resultados útiles y confiables para el crecimiento de una empresa.

INVESTIGACIÓN DE MERCADOS

Comenzar

El propósito de esta unidad es proporcionar a los estudiantes una comprensión integral de los fundamentos de la investigación de mercados

Unidad I: Introducción a la Investigación de Mercados

Contenido

1.5. Estrategias de mercadotecnia.

1.4. Concepto de planeación estratégica.

1.3. Usos y aplicaciones de la investigación de mercados

1.2. Antecedentes de la investigación de mercados.

1.1. Conceptos de investigación de mercados.

1.

¿A quienes conoces?

Algunos referentes en investigación de mercados

¿Conoces a alguno(a)?

Laura Fisher

David A. Aaker

Naresh K. Malhotra

4.

3.

2.

1.

Philip Kotler

La investigación de mercados es una herramienta fundamental para las empresas que desean comprender mejor a sus clientes, competidores y el mercado en general. Esta disciplina se encarga de recopilar, analizar e interpretar datos relevantes para la toma de decisiones estratégicas en el ámbito del marketing (Malhotra, 2008)

Concepto

Según la American Marketing Association (AMA), la investigación de mercados es "la función que conecta al consumidor, al cliente y al público con el vendedor mediante la información. Esta información se utiliza para identificar y definir las oportunidades y los problemas de marketing; generar, refinar y evaluar las acciones de marketing; monitorear el desempeño del marketing; y mejorar la comprensión del marketing como un proceso" (AMA, 2004)

1.1. Conceptos de investigación de mercados

Lectura

1.2 Antecedentes de la investigación de mercados

1990

1950

1970

1930

1920

8.

Análisis de tendencias y predicción de la demanda

4.

Pruebas de concepto y de producto

1.3. Usos y aplicaciones de la investigación de mercados

7.

Evaluación de la eficacia de las estrategias de marketing

6.

Segmentación y posicionamiento del mercado

5.

Análisis de precios y elasticidad de la demanda

3.

Desarrollo de nuevos productos y servicios

2.

Evaluación de la satisfacción del cliente

1.

Análisis de la cuota de mercado y la competencia

¿Hay memes?

La planeación estratégica es el proceso de definir los objetivos a largo plazo de una organización y las estrategias para alcanzarlos (Kotler y Keller, 2012). Este proceso implica analizar el entorno externo (oportunidades y amenazas) y el entorno interno (fortalezas y debilidades) de la organización

1.4. Concepto de planeación estratégica

La planeación estratégica se compone de TRes etapas principales

3.

2.

1.

Evaluación y control:

Monitoreo y ajuste de las estrategias en función de los resultados obtenidos

Implementación de la estrategia:

Asignación de recursos y diseño de estructuras organizativas para llevar a cabo las estrategias.

Formulación de la estrategia:

Definición de la misión, visión, objetivos y estrategias de la organización.

“El arte de la guerra nos enseña a no depender de la probabilidad de que el enemigo no venga, sino de nuestra preparación para recibirlo; no de la posibilidad de que no ataque, sino del hecho de que hemos conseguido que nuestra posición sea inexpugnable.”

¿Ya leíste el arte de la guerra?

Las estrategias de mercadotecnia son los planes de acción que una organización utiliza para alcanzar sus objetivos de marketing (Kotler y Keller, 2012). Estas estrategias se basan en el análisis del mercado y el posicionamiento de la organización en relación con sus competidores.

1.5. Estrategias de mercadotecnia

Algunas de las estrategias de mercadotecnia más comunes incluyen:

3.

Estrategias de producto:

Desarrollar y mejorar los productos y servicios ofrecidos por la organización.

2.

Estrategias de posicionamiento:

Crear una imagen distintiva de la organización y sus productos en la mente de los clientes.

1.

Estrategias de segmentación:

Dividir el mercado en grupos homogéneos de clientes con necesidades y características similares.

Algunas de las estrategias de mercadotecnia más comunes incluyen:

6.

Estrategias de promoción:

Comunicar los beneficios de los productos y servicios a los clientes potenciales

5.

Estrategias de distribución:

Seleccionar los canales de distribución más eficientes para llegar a los clientes.

4.

Estrategias de precio:

Establecer precios competitivos y rentables para los productos y servicios.

Resumen

"La investigación de mercados es una herramienta fundamental para las organizaciones que desean comprender mejor a sus clientes, competidores y el mercado en general. La investigación de mercados desempeña un papel crucial en la planeación estratégica y el desarrollo de estrategias de mercadotecnia efectivas, proporcionando información relevante para la toma de decisiones y la evaluación de resultados."

organizador Gráfico 30%

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De acuerdo a lo visto en la unidad I, elabora un organizador gráfico con las ideas principales de la función de la investigación de mercados y envíalo en el repositorio elaborado para esos fines. Entrega por equipo de tres integrantes: 30 de agosto de 2024

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Hasta 1990

A partir de los años 80 se produce una nueva ola de innovación tecnológica, primero con el uso profesional masivo de la computación, y más tarde con la llegada de internet y la telefonía móvil

• Entrevistas etnográficas;
• Netnografía;

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Hasta 1920

Cuando las empresas comenzaron a utilizar técnicas de recopilación de datos para entender mejor a sus clientes y competidores

https://insightscompany.net/historia-de-la-investigacion-de-mercados/

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En los 1930´s

la investigación de mercados se enfocó en el análisis de las tendencias del mercado y la segmentación de clientes. Durante la Segunda Guerra Mundial, la investigación de mercados se utilizó para estudiar el comportamiento del consumidor y la eficacia de la publicidad.

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Hasta 1970

El conjoint analysis es una técnica estadística desarrollada por el matemático y profesor de marketing Paul Green. La novedad consistía en que más allá de la foto fija que hasta entonces las estadísticas arrojaban, e introducía un factor de predicción.

ayudaron a clasificar a los consumidores estadounidenses adultos en uno de los 8 tipos de estilo de vida

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WRITE YOUR TITLE HERE

Hasta 1950

A partir de la década de los 40 Estados Unidos, y poco más tarde Europa, entran de lleno en la era del consumo, a partir del auge económico que siguió a la Segunda Guerra Mundial.

• Focus group;
• investigación motivacional;
• investigación cualitativa.

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