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C. P. MARKETING Y

COMUNICACIÓN

MF1007_3: SISTEMAS DE INFORMACIÓN DEMERCADOS

MARZO- ABRIL 201

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UD1: ENTORNO E INFORMACIÓN DEMERCADOS ! UF177"# $0 %ORAS

1. EL SISTEMA DE INFORMACIÓNDE MERCADOS

2. AN&LSIS DEL MACROENTORNO

DEL MARKETING

3. AN&LSIS DEL MICROENTORNODEL MARKETING

'. SELECCION DE FUENTES DEINFORMACIÓN DE MERCADOS

. GESTIÓN Y ARC%I(O DE LA

INFORMACIÓN DE MERCADOS.

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1. EL SISTEMA DE INFORMACIÓN

DE MERCADOS !SIM#

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1.1. DEFICIÓN DE SIM) T*+, , //, ,, ,,45, 4/6/8,4:

INFORMACION) L, 49*,64 /6,;,+,< = 6,96,+,< +/;/ ,,6/4,/ +/

9*, >?/ ?/+, ?85,/ /4 6?,>?/ *8* */48* , *,@* +/ 8/*.

) L, 49*,64 +/;/ +/ ,68?,5,/.) P,, *+/ ?85, , 49*,64 /4 / */48* /4 >?/ /

4/6/8/< / /6* *@,45, , ,4/, +/ *;8/4/,<*6/,, = ,,6/4,,.

) D/ /8, ,;* / /46,@, / Sistema de Informacin deMercados< 8,;4 denominado Sistema de Informacinde Marketing.

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L, 4/6/+,+ +/ INFORMACIÓN) N/6/+,+/ 6*4?+* 6,;,4 6*48,48//48/) M/6,+* 6/6/4 /4 4?/* +/ *9//48/) A,46/ 8/64*@6* +4?64 +/ , +, +/ *

*+?68*.) C*4*6/48* +/ /6,+* ,68?,.) L, 48?64 , 4* /.

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C,/ +/ 49*,64.

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Comportamientos Informacin cuantitativa

C*, +/ *+/4,+*/ T,,* +/ /6,+* +/ **+/4,+*/ /*4,/

C*, +/ ,?8*/ +/ 8*+,, ,6,

P,86,64 /4 / /6,+* +/ ,+848, ,6, +/ ,?8*/

U* +/ 8,4*8/ ?;,4* F/6?/46*, +/ ?* +/ 8,4*8/

?;,4*G,8* /4 ,68+,+/ +/ *6* /4 ,*46, +/ A,@4

R/48, +/ * ,;8,48/ +/ ,C*?4+,+ A?84*,.

(/ , 8//4. A?+/46, +/ * 6,4,/ +/

8//4 /4 E,,.

 

C?,488,8,: //,+, /4 8/4* 4?/6*.C*4+?68, = 6**8,/48*

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C?,8,8,: +,4 /?/8, , 6** /4, , @/48/= / /48/.

O4*4/ ,6/6, +/ , 6,+,+ +/ * *+?68* +/ ?4 //6,+*

O4*4/ *;/ , /,64 6,+,+-/6* +/ ,, ,6, +///68*+*/86*.

O4*4/ *;/ , ,@/4 +/ ?4 6/48* 6*/6,.

M*8* +/ 6*, +/ * ,/48* 6*4@/,+*

M,8* +/ /9//46, +/ +848, ,6, +/ +/8/@/48/.

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>? *4 * S8/, +/ I49*,64 +/ M/6,+* SIM

) SIM: 6*4?48* +/ ///48*< 48?/48* =*6/+/48* ,, *;8/4/< /@8, = ,4,5, +,8*<6*4 / 94 +/ 8,49*,* /4 49*,64 H8 /4 , 8*,+/ +/6*4/ +/ ,/84@.

) Segun Kotler, el SIM es “n conjnto de personas,eqipos y procedimientos diseados para recoger,clasificar, analizar, valorar y distribir a tiempo toda la

informacin necesaria para la !ireccin de Mar"eting# .

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) SISTMA ! INFORMACI"N ! MAR#TIN$ %SIM& 

6*48, +/ /*4,< />?* = *6/+/48* ,,*;8/4/< *+/4,< ,4,5,< /,?,< = +8;? 49*,644/6/,,< **8?4, = /,68, , >?/4/ 8*,4 ,+/6*4/ +/ ,/84@.

) 'n Sistema de Informacin de Mercados !SIM# / ?4,/8?68?, /,4/48/ / 48/,68, 6*?/8, */*4,< />?* = *6/+/48*< 6?=, 94,+,+ //6,;,< 6,96,< ,4,5,< /,?, = +8;?49*,64 /84/48/< **8?4, = /6, >?/ /J ,

>?/4/ 8*,4 +/6*4/ +/ /6,+* ,, /*, ,,4/,64< //6?64 = 6*48*.

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? 6*48/4/4) G,4 6,48+,+ +/ 49*,64 *;/ /48,< 6*/8/46,

= ,86,6*4/ +/ /6,+*< *;/ 6,,68/86, =*+?68* 6*,+* * * 6*4?+*/< /86.

) M/+,48/ +,8*< +/?,*< 6,96,* = ,,6/4,*/4 ;,/ +/ +,8*.

) L, (ases de datos *4 ?4 6*4?48* +/ 49*,6*4/,,6/4,+, 8/J86,/48/ /4 **8/ 49*J86*>?/ /8/4 , ;H>?/+, J+, +/ , 49*,64<6*48/4+, /4 /* /+,48/ +/* *6/+/48*.

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 A. D/6,+, +/ * 70< B**4/ = K?85 !1"71#

) E8?+* /9//48/ /4 @,4+/ //,) E8?+* 6*,,8* +/ 8/, //48,+* 6*4

*+/* 8/6*) T*+* /* */,4 ,@* /4 6*H4:

) LA ESTRUCTURA FUNDAMENTAL DE UN SISTEMA

ENTRADA-PROCESO-SALIDA

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B. D6,+, "0. K*8/ 

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C*46?4 *+/* 70 = 0.) L* +* *+/* ,48/*/ / /4,6,4 /4 ,

/6*,64 +/ @,4 6,48+,+ +/ +,8* *;/ 49*,64+/ ?6, 9?/48/.

) T,;,,4 *;/ , ;,/ +/ , 'P) L, /8?68?, +/ , //, / ,+, 49*,64

/86,.) O+/4,+*/ *4 / 6/48* +/ 8,;,*.) F,* :L* +,8* 48/4* +/ 6/48/ 4* / /9/,4.

CAAS DE %ERRAMIENTAS

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C. A68?,+,+: U4 4?/* /49*>?/ +/ SIM: M*+/* +/ @/84

 ) DATA ARE%OUSE< DATAMINING< DATAMART< CRM) ) !ata *are+ouse 6** 8/, ?@/ , /+,+* +/

* 0 = /*6, /4 *6, ,,;, Q/ ,*/6,/48*

J* +/ , 49*,64 /4 ?4, @,4 ;*+/@,.) ) !atamining / ?4, ,8/ //696, +/48* +/ ,48/*

+*4+/ / ,4,5, 49*,64 +/ ,4/,?8+/4*4, , 8, +/ *+/5,64 +/ +,8*.

) ) !atamart ,;/@, 49*,64 6*46/8, +/ ?4, J/,//696, +/ , //,.) CRM< ?= +/ *+,< J >?/ ?4 SIM / ?4, 9**9, +/

8,;,* +/ 6,, , 6/48/.

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I,48,64 8/, SIM ,, *:

1. D/* 4?/, /8?68?, *@,45,64

2. I44*,64 +/ *6/*

3. I48/@,48/ +/ , *@,45,64 ,;/4 /4 8/4* +/,/84@.

'. C,;* /4 , 6?8?, +/ , *@,45,64.

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1.2 C**4/48/ +/ SIM)El S.I.M, para llevar a cabo las funciones, cuenta concuatro subsistemas:

- El subsistema de información interna.- El subsistema de inteligencia de marketing.- El subsistema de investigación comercial.- El subsistema de apoyo a las decisiones de marketing.

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 A. Su(sistema de informacin interna

) ,u- pape) desempea e) su(sistema de informacin

interna/) . E8/ ?;8/, / /46,@, +/ /6*, = ,4/, ,

49*,64 >?/ / *+?6/ /4 / 48/* +/ , //,.

) 0,u- informacin nos proporciona/1. L, ?48,+, * * /@8* C*48,;/ CUANTITATI(A:

- L* *H/4/ +/ /48, /,5,+, * *+?68*< /@*4/<6/48/< /86.

- L* 6*8/ @/4/,/< +/ *+?664< +/ /48,< +/,68+,+/ +/ ,/84@.

- L* J@/4/ +/ ;/4/96* * *+?68*< * 6/48/< /86. L,6,48+,+ = 8* +/ 48//+,*.

- L* 4// +/ 4/48,* = * /++* +/ 4?/* 6/48/.

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2. L, *;8/4+, /4 , ?48, G/4/,/. CUALITATI(A.

) *=/68* +/ ,,64<) *+96,64 +/ 4/@*6* +/ , //,) 8?,64 94,46/, @/4/,.

 

$jemplo% &a estimacin del volmen de ventas ftras 'por

 prodctos, por clientes, por zonas de venta y por

representante( necesaria para la planificacin en las

distintas secciones de la empresa 'prodccin, comercial,financiera(, pede realizarse a partir del an)lisis de la

informacin procedente de los registros contables en los

qe se reflejan las ventas qe *a realizado la empresa a lo

largo del tiempo+

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B. Su(sistema de inte)igencia de marketing

) L, //, +/;/ +*4/ +/ ?4* /4*/ >?/< +/9*, /,4/48/< +/8/68/4 = 8,48,4 * 6,;* +/? /48*4*< ,  6** , 8/4+/46, +/ /68*.

) 1a misin: /6*@/< +/ 9*, 6*484?, = /4 / ,5* +/8/* J ;// *;/< , 49*,64 //,48/ *;/* ,6*48/6/48* +/ /48*4* +/ 4?/8, *@,45,64 =

6*?46,* , * +/68* >?/ 6*/*4+,.

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) 0,u- informacin nos proporciona/

  I49*,64 ,6/6, +/:

  1# e) c)iente< //6,/48/ ? @,+* +/ ,89,664 6*44?/8* *+?68*< ? @?8* = ,/8/46, = ? 4/6/+,+/9?8?,.

2# )a competencia2 =, >?/ ? ,68+,+/ 6*4 *+?68*,/ ?/+/4 46+ /4 4?/8* /?8,+*.

 

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0Cmo/3. Fuentes e4ternas

) /8, //6,5,+,)

;*/84/ 6*/6,/ = /6*46*) /8?+* *4*@J96* *;/ +/* ,/68* +/ ?4+* 6*/6,) /8,+86, *96,/ = ,+,) 4*8, +/ /4,) 49*/ +/ ,*6,6*4/ *9/*4,/

) ;,/ +/ +,8* /8/4, , , >?/ ?/+/ ,66/+/< +/ , CJ,,+/ C*/6* +/ 6,+, *46,< /86.

5. Cotidianidad) , 8, +/ ? /,64 6*4 6/48/

) , 8, +/ /,64 6*4 !,=*8,< 4*8,< 6**48,< /86.#6*4 * >?/ /8/ ?4, /,64 6*/6,

) = /4 @/4/,< 6*4 8*+, ,>?/, /*4, >?/ 6*4*56,4 , 8?,64,68?,< * *;/, >?/ / /8J4 +/8/68,4+*< * 6,;* +/ ,688?++/ * 6/48/ * , 8/4+/46, +/ /68*.

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6. Informacin postventa

) D/,8,/48* +/ /6* = ,8/464 , 6/48/.)  T/9*4* "00.) E46?/8, +/ ,89,664.

 

$jemplo%) &as encestas qe se encentran en los *oteles o qe re

 parten los g-as de las agencias de viajes al finalizar cada

viaje son medios qe tiliza la empresa para qe los

clientes transmitan s grado de satisfaccin con los prodctos de la empresa, ss apetencias para pr.imos

viajes, o ss necesidades ftras+

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Su(sistema de investigacin comercia)

) ? ,/ +///, / ?;8/, +/ 4/8@,646*/6,

Recoge )as funciones de diseo2 recogida 7 an8)isisde informacin para asistir a )a direccin en )a toma de

decisiones comercia)es.

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D.Su(sistema de apo7o a )as decisiones de marketing %tecno)gico&

0,u- pape) desempea e) su(sistema de apo7o a )asdecisiones de marketing/

) P**6*4, ,=?+, ,, ,4,5, *;/, 6*/*.

) P**6*4, /,/48, /8,+86, = *+/* +/,/84@ >?/ /8/4 ?85, = ,*/6, , J* ,49*,64 9,68,+, * * +/J ?;8/,.

) U4 *+/* +/ ,/84@ >?/ ///48, +/ 9*,96,+,< /+,48/ ,,;/ 48//,6*4,+, 6*4 ,/,+,+.

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) 1a funcin de demanda de un producto< >?/ /,6*4,, ,,;/: 6,48+,+ +/,4+,+, = /6* +/ +6**+?68* !6?, +/ +/,4+,#< / ?4 *+/* ;J6* +//6*4*, ,6,;/ , ,/84@. ! +;?, 6?,#

) L, 6,48+,+ +/,4+,+, +/ ?4 ;/4 +//4+/ +/ H8/,,;/ !/6* +/ ;/4< /6* +/ * +/J ;/4/<*+,< 4@/* /+* +/ * 6*4?+*/< 8?,64/6*46, @/4/, +/ /48*4*< /9?/5* ?;68,**;/ / *+?68*< 8* +/ 6,4, +/ +8;?64< /86.#

) E8/ *+/* +/ 9?464 +/ +/,4+,< 96, ,/,+,+ , /8,;/6/ >?/ , 6,48+,+ +/,4+,+, +/;/4 +//4+/< /6?,/48/< +/ ? /6*.

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M*+/* ,, ///48, 8?,6*4/

) A4,5,4 , ,,;/ +/ * ** *+/* , /8?+**+/* =:

) R///48,4 , ,6/8,64 * 4* +/ 4?/* *+?68*) M+/4 / /9?/5* /4 ?;6+,+.) M+/4 /,66*4/ +/ , +/,4+, ,48/ 6,;* /4 / *+?68*.

) (/ 8,;, 1 +/ M*+/*.

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I48?/48* ?85,+* /4 / ?;8/,8/64*@6*

1.  A4J /8,+86* ! /+,< ,,45,< DT#

2. B,46* +/ *+/*. D/8/4,4 6?J/ /,4 ,*;/ *?6*4/ , * *;/,.) D/,+* , /++,) C*48,8,+* , *//+*/.) C*4?8, /8/4,

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T,,* +/ , //, = / SIM) E SIM ,, +/ ?4, //, , *8, /4 9?464 +/ ,

4/6/+,+ +/ 49*,64 +/ ? @,4* +/ +/64< ,/8?68?, +/ , *@,45,64 = , 8/64**@, ?85,+, ,,/ *6/,/48* +/ * +,8*.

) L, 4/6/+,+ +/ ?4 S8/, +/ I49*,64 +/ M/6,+*,/6/ *;, /4 ?4, @,4 //,.

) S4 /;,@*< / SIM 8,;4 +/;/ / ,6,+* ,/>?/, = /+,4, //, ,+,8,4+* 8646,

/4* 6*/, = 6*48,8,4+* , //, /8/4,,, >?/ / /8/4 * /6* >?/ **6*4,4 *+848* ?;8/, +/ SIM.

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) $jemplo% &as empresas peden confeccionar ss propias

bases de datos o recrrir a empresas proveedoras deinformacin qe prestan servicios offline 'la empresa

interesada en la informacin disponible en na base de

datos, la adqiere( online 'la empresa interesada en la

informacin disponible en na base de datos, la tiliza atrav/s de comnicacin interactiva, previo pago de na

tarifa(+

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) 9RCICIO 3

) R/, 4H/* /6/48/ +/ /+6* = /8,.) L*6,5, 646* //* +/ +/4896,64 +/ *;/,.) L*6,5, 646* //* +/ /*?64 +/ *;/,.

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1. 3 LA IN(ESTIGACIÓN COMERCIAL

) L, 4/8@,64 6*/6, / , /6*@+, = ,4J +/49*,64 ,, /*/ *;/, 6*46/8* +/ ,D/664 +/ M,/84@.

) E8, +/9464 ?/+/ ,4,5,/ +,4+* /?/8, , ,8/ /@?48, @?/48/:

) 0,u- +ace/: 0!e u-/: 0;ara u-/:

- R/6*@+, = ,4J.- D/ 49*,64 //,48/.- R/*/ *;/, 6*46/8* +/ ,/84@.

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) 1a misin principa) de )a investigacin comercia)

O;8/464 +/ 49*,64 >?/ /8, /+?6 / /@* +/, 4?/*, = 6*/, +/6*4/ 6*/6,/< 6*4, >?/ , //, 8/4/ >?/ /49/48,/ *= /4 +,.

) L, 4/8@,64 6*/6, 4* **6*4, 49*,644/6/,, ,, , 8*, +/ 4?/*, +/6*4/6*/6,/.

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) $jemplo% 0iensa en el lanzamiento de n nevo prodcto

al mercado+ Ser) necesario realizar investigacin

comercial para saber las posibilidades de /.ito comercialdel prodcto, qe depender) de las caracter-sticas de los

consmidores, ss gstos y preferencias, del precio qe

estar)n dispestos a pagar, as- como del diseo del

envase y de las formas de distribcin m)s adecadas.

) P?/+/ /4, 8,;4 /4 ?4 *+?68* >?/ =, /8 /4 //6,+*. E 48//,48/ /,5, 4/8@,64 6*/6,

,, ,;/ / @,+* +/ ,89,664 +/ * 6/48/< ,9*, /4 6* * /6;/4 /4 /,64 6*4 **+?68* +/ , 6*/8/46,< +/ 8, ,4/, >?/ /8,, , //, /9/68?, , 6*/66*4/ ,+/6?,+,< ,,/*, , /48, +/ ? *+?68*.

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3. 6!IFRNCIAS NTR 1 SIM < 1A IN=STI$ACI"N COMRCIA1

) A4,5,+* / SIM< /4 / ,,8,+* 2 = /8,;/6+* /6*46/8* +/ 4/8@,64 6*/6,< /4 / 6?,+* ?/+/*;/, , +9//46, /48/ /*.

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D9//46,

) E S.I.M. 8,8, +/ 8/,85,< *+/4, = /6*@/ 8*+, ,49*,64 >?/ /@, , , //,.

)   L, 4/8@,64 6*/6,< ;/4 ,68H, /4 */48*6*46/8*< 4* +/;/ 6*4+/,/ 6** ?4 /9?/5*,,+* ,, , *;8/464 +/ 49*,64< 4* >?/ 9*,,8/ +/ SIM 6** ?4, 9?/48/ +/ /48,+, +/ 49*,64, *.

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2. AN&LISIS DELMACROENTORNO DEL

MARKETING

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2.1 E /48*4* +/ , //,) A 6*4?48* +/ 9,68*/ 4* 6*48*,;/ * , //,<

>?/ 49?=/ /4 , ,6,64 +/ * 48?/48* * *86,+/ ,/84@< / / +/4*4, entorno.

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ENTORNO = Entendido como todo aquello que es ajeno a la organización

MACROENTORNO

(medio general)

MICROENTORNO

(medio esec!"ico)

Político-Legal Económico

Socio-cultural Tecnológico

Dimensiones

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? 9,68*/ * ,,;/ 6*488?=/4 / /48*4*

) M6*/48*4*) M,6*/48*4*

La empresa debe adaptarse yanticiparse al entorno.

Investigación Comercial

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D/4*4/ S*6* 6?8?, E6*46, T/64*@6, P*86*-L/@,

N//

M?4+, * &/,E6*46, O;ORT'NI!A!S

AMNA>AS

N,6*4,

R/@*4, * *6,

S/68*, !@,4/68*#

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3. Factores econmicos. L, +/6*4/ >?/ ?/+/8*, , +/664 +/ ,/84@ / ?/+/4 / ,9/68,+,* 9,68*/ * ,,;/ /6*46,:

1. 6/6/48* * /6/4 /6*46,2. , 49,643. / +///*'. * 8* +/ 48/

. , *86, *4/8,,$. , *86, 96,

) 6** 6// >?/ ,9/68,J , 6*=?48?, /6*46, , */?8,+* +/ , //,

P + +

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P46,/ 4+6,+*/ /6*4*6*) 88:VVWWW.;+/./VW/;;+/V/V/8,+V49*/8V_1_1.+9 

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 A68+,+

) ?usueda de )os d i fentes indicadoreseconmicos v igentes en spaa.

) ?usueda de datos evo)ucin u ) t imos

aos.

) 0,ue fuentes +as ut ) i@ado/

) ComunBca )o

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B*>?/ +/ 48/@,64 /6*46,

) U4 ;*>?/ /6*46* 9,68, /4*//48/ / 6*/6*<=, >?/ /4, 8,;, /48/ /8* ,/ = , @?/,48/4/4+* //68* , /8* +/ ,/< * >?/ ,*8,?4, /48,, 6*/88, , * +9//48/ ,/ /;*.

) NAFTA) MERCOSUR) LA ASEAN) EUROPA

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B*>?/ +/ 48/@,64 /6*46,

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) Acuerdo ;referencia). L* /;* +/ /8/ ,6?/+* 8/4/4 ?4, // +/ /9//46,<6** , /+?664 +/ ,,46//.

) >ona 1i(re Comercio. L* /;* >?/ /8/4/6/4 , /8/ ,6?/+* /4,4 *

,,46// , * *+?68* *6/+/48/ +/ *8* ,/ /;*< 6** * //* // TLCAN. E4 ,48/*/ *8 =, ,;,+* +/ 5*4, +/ ;/ 6*/6*.

) 'nin Aduanera. L* /;* +/ /8/ ,6?/+*< ,+/, +/ /4, , ;,/,48/4,< ,6?/+,4 9, ;,/, /8/4, 6*?4/.

) Mercado ComDn.  A+/J +/ 8/4/ * ;/4/96* +/ , U44 ,+?,4/,< / /8/ /;/ */48* +/ * 9,68*/ +/ *+?664 6** ,4* +/ *;,< 6,8, *49*,64< ?4 //* +/ /8/ ;*>?/ / MERCOSUR.

) Mercado Enico. S/ /4,4 , 9*48/, 96,< 9*48/, 8646, = 9*48/, 96,/.

)'nin conmica. S/ /,5,4 *86, ,6*/64*6, 6**+4,+,.

) 'nin Monetaria. S/ 6/, ?4, *4/+, 6*H4 ,, * ,/ /;*.

) 'nin conmica ;)ena. S?*4/ 48/@, , /6*4*, +/ * ,/ /;*< ?4,?44 *86, = /4 6*4/6?/46, * ,/ /;* 9*,4 ?4 4?/* E8,+*.

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F?/48/ E,, = /8/*:

) B,46* +/ E,,. WWW.;+/./) INE WWW.4/./) ICEX WWW.6/./) M48/* /6*4*, = ,6/4+, WWW.4/6*.@*;./V) E/, ,4, +/ +,8*.) P/+6*

) E,44) +,

) R/8, //6,5,+,

http://www.bde.es/http://www.ine.es/http://www.icex.es/http://www.icex.es/http://www.ine.es/http://www.bde.es/

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B,,45, +/ ,@*

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) 88:VVWWW ;+/ /VW/;;+/V/V/8,+V;,@*V;,,@ 8

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) 88:VVWWW.;+/./VW/;;+/V/V/8,+V;,@*V;,,@.8

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5. Factores demogr8ficos.

L, +/664 +/ ,/84@ 8/4/ >?/ 8/4/ /4 6?/48,

,,;/ +/ 6,J68/ +/*@J96*:) 69, +/ *;,64<) J+/ +/ *;,64<)  , 8,, +/ 4,8,+,+ = *8,+,+) / 8,,* +/ , 9,,) * */48* +/ *;,64. ..

$jemplo% Son *ec*os demostrables el envejecimiento de la

 poblacin o el crecimiento de solteros '*ombres y mjeres(

qe viven solos1

la direccin de mar"eting se ve obligada a adaptar ss

 pol-ticas de mar"eting a estos *ec*os+

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) 6. Factores cu)tura)es 7 socia)es.

) L* ,*/< 6//46, = 6*8?;/ +/ , *6/+,+.) L, 6,/ *6, , , >?/ /8/4/6/4 * 6*4?+*/<

>?/ /8,J /4 9?464 +/ ? *6?,64< /48, =/+?6,64.

) E 4/ +/ 9*,64 +/ * 6*4?+*/.) L* /8* +/ +,: *4 , +9//48/ ,4/, >?/ 8/4/

, @/48/ +/ = +*4/ +/ ? 8/* = +4/*< ?48///< ? *4*4/ = ? ,68+,+/.

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) L* @?* *6,/ , * >?/ /8/4/6/4 *6*4?+*/: 9,,< /64*< ,@* * 6*,/* +/

/8?+* * 8,;,*.) L, 49?/46, /*4,/< ;,,+, /4 , 6*49,45, =

6/+;+,+ >?/ +/8/4,+, /*4, 4,4 /4 /6*4?+*.

Son ejemplo de inflencias personales, n cliente

satisfec*o o los l-deres de opinin 'deportistas, actores,

cient-ficos, etc+( al recomendar n prodcto, tienen gran

inflencia en la condcta de compra del consmidor+

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) CUESTIÓN

) S 4* ;,,* /4 / 4/ +/ 9*,64 +/ *6*4?+*/ >?/ 6*488?=/4 / /6,+* *8/46, +/ ,//,.

) E8,J +/ ,6?/+* /4 >?/ /8/ 9,68* ,9/68,

46,/48/ , ?4* +/ * 48?/48* +/ ,/84@

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*?64

) E 9J6 +/+?6 >?/ / 4/ +/ 9*,64 +/ *;/6*,+* 46+/ 4*8,;//48/ /4 / /4,/ +/ ,6*?46,64< /4 / /4@?,/ = * /+* +/6*?46,64 >?/ / +/;/4 ?85,< , 6** /4 /

**8/ 6*46/8* !+848* /+6* = /8,?/ / 4/8, / ,4?46*.

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.Factores de) medio am(iente. %,8, ,6/ *6* 8/*

/ 6*4+/,;, / /+* ,;/48/ 96* 6** ,@* /8,;/= @,,485,+*.

*= /4 +, /8J4 / ,4* /4 , +/6*4/

//,,/:

) L, +/4*4,+, 6 /6*@6,< / +/6< , *?64 = +/8/**+/ ,/< ,@?, = 8/,.

) E ,@*8,/48* +/ * /6?* 4,8?,/.

) P*8*6** 6** K=*8*.

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G. Factores )ega)es.) (* /4 ?4 ?4+* ?+6*< = , //, 4* ?/+/

@4*, , ?88?+ +/ 4*, >?/ ,4 , 6*4+6*4, ?,68?,6*4/< /84@/4+* ? ;/8,+.

) A9/68,4 , , //,: N*, 96,/< ,;*,/ =

/6,48/.) A9/68,4 , J/, +/ ,/84@: 44?/,;/ /=/<

/@,/48*< +/6/8* = *8, 4*, *;/ ?;6+,+<,6,< 6*4?+*/ = ??,*< /6*< 8?,64 =

6*4+6*4/ +/ * ?48* +/ /48,< /4,,+* =/8>?/8,+* +/ * *+?68*< 6+@* ,/48,*< /86.

H Factores tecno)gicos

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H. Factores tecno)gicos.

)  L, /*?64 = , //68,8, 8/64*@6,< 6*4 , ,,64

+/ , 4?/, 9*, +/ *+?664< 6*?46,64<+8;?64 = ,+48,64< ,4 **6,+* ?4, ,,64 =/4*,64 //68,6?, +/ * *+?68* *9/6+* = +/ *8/, +/ 6*/6,5,64 ?85,+* * , //,.

) S , , 8? ,/+/+* *;/,J * @?/48/ /6*>?/ ,4 ?@+* @,6, , * ,,46/ 8/64*@6* /4//6846, / 49*J86,:) E9/68?, 6*, +/+/ / +*6*.

) R/,5, */,6*4/ ;,46,, , 8, +/ 6,/* ,?8*J86*.) R/,5, */,6*4/ ;,46,, +/+/ / +*6*.) E 6*/* //6846* , 8, +/ ?4, /+< 6**< * //*<) I48/4/8.

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ENTORNO Nue#as circunstancias$

 Integración de la economía mundial (batalla porposiciones ventajosas a nivel mundial)

 Tendencia a un nuevo orden económico !político

 "uerte cambio social (e#ectos dentro ! #uera dela empresa)

 Elevado cambio tecnológico (sectoresemergentes ! nuevos competidores)

 $uevos competidores del Tercer %undo !nuevos países industriali&ados

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Esta%le

&in'mico

ositalarioIntegrado

&i#ersoostil

imleComlejo

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7. L, ,6, ,. ! 4*86,#

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 ACTI(IDAD

E4 @?*<

R/,5, ?4 ,4J +/ ,6*/48*4* +/ ?4, //,,68?,.

T*,+ +,8* +/ 4*8, +/ /4,< ,4J< +/*</8,

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3. AN&LISIS DELMICROENTORNO

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3.1. MERCADO

) ?@, +*4+/ 6*,+*/ = /4+/+*/ /,5,48,4,66*4/ 6*/6,/<

) 6*4?48* +/ 6*,+*/ = /4+/+*/ +/ ?4 *+?68* */6*.

) 46+/4 * 48?/48* ;J6* +/ ,/84@ ?85,+** , //,: *+?68*< /6*< +8;?64 =

6*?46,64< 6** =, ,;J 8* /4 / +?*P*86, +/ M,/84@.

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ESTRUCTURA DEL MERCADO

C,96,64 +/ * /6,+*

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C,96,64 +/ * /6,+*1. S/@H4 , 4,8?,/5, +/ *+?68*

) Mercado de (ienes perecederos. L* ;/4/ //6/+/* *4 ,>?/*,86?* 6?=* ?* ,6/ >?/ / +/8?=,4 /4 ?4 /*+* 6*46/8* +/ 8/*.E8/ 8* +/ /6,+* /4@*;,< * 8,48*< , * *8/46,/ 6*,+*/ +/?4* ;/4/ >?/ * ? 6,,68/86, +/,4 +/ / H8/ /4 ?4 ;// ,5*+/ 8/*< 6** * //* * *+?68* ,/486* * * 6*;?8;/

) Mercado de (ienes duraderos. E4 /8/ 6,*< = , 6*48,* >?/ *,48/*/< /8/ 8* +/ ;/4/ /8/4 ?4 ?* 6*484?,+* +/ * *,48/ +/ >?/ / +/8?=,4< 6** * //* ?4 ,?8*< ?4//68*+*86* * ?4, /4+, +/ /8.

) Mercado de (ienes industria)es. L* ;/4/ 4+?8,/ *4 ,>?/* >?/ /46**,4 , *6/* *+?68* +/ , //,< / +/6< >?/ / ?85,4,, *+?6 *8* ;/4/< 6** , ,8/, , = * *+?68*,4?9,68?,+*. A /* / ?4/4 * ;/4/ +/ 6,8, = * ?48* =/6* ?85,+* /4 / *6/* +/ *+?664.

) Mercado de servicios. A +9//46, +/ * ;/4/< * /6* 8/4/4 ?4,4,8?,/5, 48,4@;/ = 4* *4 ?6/8;/ +/ / 9,;6,+*< 4* >?/ /

/8,4< 6** * //* , ,4+,+< , /+?6,64< / 8,4*8/ * , ?86,.

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2- S/@H4 ? J;8* @/*@J96*) Mercado )oca). E / J;8* @/*@J96* J /+?6+* >?/ /8/.

E8/ 8* +/ /6,+* /4@*;, , * 6*4?+*/ +/ ?4 J;8*?46, * *46,. A>? /46*48,,*< * //*< , ,/>?/, ,4,+/, >?/ /4+/ ? *+?68* /4 , *6,+,+ /4 >?// /46?/48, ?;6,+,< , 6** , ?4, //, +/ 6*48?6646?=* J;8* +/ ,68?,64 / 8, , , *46, +/ MJ,@,.

) Mercado regiona). E /6,+* /@*4, / ?4 /6,+* J,* >?/ / ,48/*. E4 / 6,* +/ , //, ,,@?/,< ?,66/* , /6,+* /@*4, / *+?6, 6?,4+* 6*/45,/ ,/,5, *;, = /6* /4 *8, *46, +/ , 6*?4+,+,?84*, ,4+,?5,.

) Mercado naciona). C** ? ** 4*;/ 4+6,< *6*,+*/ *8/46,/ +/ /8/ 8* +/ /6,+* / /8/4+/4 *8*+* / ,. U4 //* ;,8,48/ 6,* /, / +/ RENFE< //,>?/ /8, / /6* +/ 8,4*8/ 9/*,* * 8*+, , @/*@,9,/,*,.

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) Mercado internaciona). E /6,+* 48/4,6*4, ?@/6?,4+* ?4, //, /8/4+/ ? ,68+,+ * +/*

,/. C** 4* *+, / +/ *8, ,4/,< *6*,+*/ *8/46,/ 8/4/4 +848, 4,6*4,+,+/.C?,>?/ //, ?84,6*4, */, /4 /8/ /6,+*.

) Mercado g)o(a). S? *@/4 4* / *8* >?/ / 9/4/4*

+/ , @*;,5,64. E4 ?4 ?4+* 8,4 ,,45,+* 6** /,68?,< , //, */,4 , 4/ ?4+, /,5,4+**/,6*4/ 6*/6,/ >?/ 46?=/ J686,/48/ 8*+,, 5*4, +/ ,4/8,. I48/4/8 , ?@,+* ?4 ,/

+/6* /4 , 6*4*+,64 +/ * /6,+* @*;,/.

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3 .S/@H4 , 4,8?,/5, +/ 6*,+* ) Mercado de consumidores. E / J 6/6,4* , 8*+* 4**8* = /4

/ /46?/48,4 * 6*,+*/ >?/ ;?6,4 6?; ?4, 4/6/+,+/+,48/ , ,+>?64 +/ ?4 ;/4 * /6* +/ 6*4?*.

) Mercado industria). E /6,+* 4+?8, / ?4 8* +/ /6,+**9/*4, , >?/ , //, ,66/+/4 ,, *+/ 6*, *;/4/ = /6* >?/ 4/6/8,4 ,, /,5, ? ,68+,+/. U4//* /, / 6,* +/ ?4, //, +/ //686+,+ >?/ 6*,,8/,/ 4/6/,* ,, / +, , +, +/ ? ,68+,+.

) Mercado de revendedores. E ?4, *+,+,+ +/ /6,+* ;,8,48/,, 9*,+, * , //, >?/ 6*,4 ;/4/ = /6* 6*4, 48/464 +/ */ , /4+/* , ?4 /6* ?/* ,, *;8/4/ ?4;/4/96*. U4 //* ;,8,48/ 6,* /,4 * ?//6,+*.

) Mercado instituciona). S/ /9// , /6,+* 9*,+* * ,+848, 488?6*4/ >?/ 6*49*,4 / S/68* PH;6* /,*< +/+// E8,+* ,8, , C*?4+,+/ A?84*, ,,4+* * * A=?48,/48* * , D?8,6*4/ P*46,/.

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S/@/48,64 +/ /6,+*

) S +/? +/ ,48/,4* , /@?48,:) 0a ui-n intentamos vender/< 4?/8, /?/8, / ,

8*+* / ?4+*< * J *;,;/ / >?/ , ,@* ,5*8/4/* * 4* /4+/ , 4,+/.

) E /6,+* / +/,,+* ,* = /8J 9*,+* *6/48/ ?= +9//48/ 6*4 +848, 4/6/+,+/ +/6*,. S$MNTAR

) K*8/. P*6*4,/48* = /@/48,64.)   88:VVWWW.=*?8?;/.6*VW,86G-S/?'>M

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1a segmentacin de mercado

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1a segmentacin de mercado 

) D+/ / /6,+* /4 @?* 6*4 6,,68/86, =4/6/+,+/ //,48/ ,, *+/ *9/6/ ?4, *9/8,+9//46,+, = ,+,8,+, , 6,+, ?4* +/ * @?**;/8*.

) .E8* /8/ *85, /6?* = ?85, /96,5/48/4?/8* /9?/5* +/ ,/84@.

) 88:VV/+8*,./6./+?V9?4+,/48*VW-6*48/48V?*,+V8/VV2013V02VESIC_FM_T_/@_*6*4,/48*.+9 

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  =aria()es de segmentacin demercado:) $eogr8ficas: ,/< /@*4/< 6?+,+/ * 6+@*

*8,/.

) !emogr8ficas: @/4/*< /+,+< 4@/*< /+?6,64<*9/4< 6,/ *6,< /@4 * 4,6*4,+,+.

) ;sicogr8ficas: /8* +/ +, = /*4,+,+.) Conductua: 9/6?/46, +/ ?* +/ *+?68*< ;H>?/+,

+/ ;/4/96*< 4/ +/ 9+/+,+< ,688?+ ,6, / *+?68*.

Ó

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CUESTIÓN.U4 6,* //* +/ ?4, ;?/4, /8,8/@, +//@/48,64 +/ /6,+* /4 / /68* +/ , *+, /I4+8/.E 9,;6,48/ = +8;?+* +/ *+, /,*< , ,;+*/9/68,/48/ /@/48, ?4 /6,+* ,+?* =

6*/* /4 @?* 6*4 6,,68/86, //,48/.

 ANALIZA LA ESTRATEGIA DE SEGMENTACIÓN UE%A LLE(ADO A CABO.

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SOLUCION

) 88:VV*;/8*/4*,./V2013V0"V17V/@/48,6*4-+/-/6,+*-6*46/8*-=-/49*>?/V

http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/http://robertoespinosa.es/2013/09/17/segmentacion-de-mercado-concepto-y-enfoque/

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POSICIONAMIENTO DE PRODUCTOS.

) E , ,4/, /4 , >?/ * 6*4?+*/ +/94/4 ?4*+?68* , ,8 +/ ? ,8;?8* *8,48/< / +/6< /?@, >?/ *6?, / *+?68* /4 , /48/ +/ * 6/48/ /4/,64 +/ * *+?68* +/ , 6*/8/46,.

) (,* , ?85, M,86/ 6*4 +* * J ,,;/ ,,,4,5, / /6,+*.) 88

:VV*;/8*/4*,./V201'V0"V1V*6*4,/48*-+/-,6,-;,8,,-*-/48/

V) 88:VVWWW.=*?8?;/.6*VW,86_D-9RUB08

PL2'E03E1FCE''F07  1

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//*

) 88:VV*;/8*/4*,./V201'V0"V1V*6*4,/48*-+/-,6,-;,8,,-*-/48/V

) 88:VVWWW.=*?8?;/.6*VW,86_D-9RUB08PL2'E03E1FCE''F07

  1

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) M,85 BCG.. B*8*4 C*4?84@ G*?

P 8

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P*6*4,/48* /6/

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3 2 C 8 + 8

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3. 2 C**4/48/ +/ 6*/48*4*

) A4J +/ P*8/. 9?/5, 6*/88,.

) L, 6*/8/46, /4 ?4 /68* 4* * /8J +/8/4,+,* / @,+* +/ ,+,+ /48/ * 6*/8+*/ /4 /

/68*.) T,;4 , *;/ /48,+, +/ 4?/* 6*/8+*/< ,

/8/46, +/ *+?68* ?88?8*< / *+/ 4/@*6,+*+/ * 6/48/ = / *+/ 4/@*6,+* +/ * *//+*/<

6*48;?=/4 6** 9?/5, +/8/4,48/ , 6*49@?, ,/8?68?, 6*/88, +/ /68*.

F + P 8

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F?/5, +/ P*8/.

) P*+/ +/ 4/@*6,64 +/ * *//+*/.) E48,+, +/ 4?/* 6*/8+*/.) C*/8+*/ ,68?,/.

) E48,+, +/ *+?68* ?88?8*.) P*+/ +/ 4/@*6,64 +/ * 6/48/.

) D, 9*8*6*,.\

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) U4 @?* +/ *//+*/ / *+/** :

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) U4 @?* +/ *//+*/ / *+/** :

) E8J +*4,+* * *6, //,< = /8J J6*46/48,+* >?/ / /68* , >?/ /4+/

) S? *+?68* / H46* * /8J +9//46,+*< * ;/4 ,6*,+* / ?*4/ ?4* 6*8/ //,+* / 6,;, +/

*//+*.) E8/ / /@* +/ 48/@,64 ,6, +/,48/ / +/6< * *//+*/ /48,4 * * /4 / /68*.

) E /68* 4* / ?4 6/48/ *8,48/ +/ @?* +/

*//+*/..) O@***) *4***

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) U4 @?* +/ 6/48/ / *+/** :

) E ?4 @?* 6*46/48,+* * 6*, @,4+/ 6,48+,+/.) L* *+?68* >?/ 6*, /4 / /68* *4 4*,/ * 4*

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) S , 9?/48/ +/ 49*,64 *4 / *@/4 +/ * +,8* =8* * /* 6,96,+* /4 ,*V/6?4+,* = /448/4*V/8/4*< , 9?/48/ +/ 49*,64 ,6,96,/* /4:

) A& F'NTS ;RIMARIASKF'NTS SC'N!ARIAS) ] Fuentes primarias: S * +,8* >?/ @/4/,4 *4 ,*.) ] Fuentes secundarias: S * +,8* >?/ @/4/,4 *4 /6?4+,*.

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) ?& F'NTS INTRNASKF'NTS LTRNAS) ] Fuentes internas: L, *, //,< >?/ 6?/48, 6*4

+,8* +/ ? /@8* = 96/*.) ] Fuentes e4ternas: T*+, , /*4, ?

*@,45,6*4/ +848, +/ , //, = >?/ / ?/+/4**6*4, +,8*.

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) emp)o: O(serva )os siguientes datos 0u- tipo de

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p g 0 pfuente crees ue )os +a(r8 generado/

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) T/4+/* >?/ 8/4/ /4 6?/48, , /48,, /46*4/4/48/ +/ * +,8* ,* = /6?4+,* ,,

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) 0!nde puede encontrar e) investigador comercia) datossecundarios/

) L, 46,/ 9?/48/ +/ 49*,64 /6?4+,, 6*4 , >?/6?/48, / 4/8@,+* 6*/6, *4 , @?/48/:

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.

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49*,64 /6?4+,, */4/4< * ?4 ,+* +/ @,+*/4 >?/ , 49*,64 /- 6?4+,, / ,?8, , ,

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C* ,4,5, , 9,;+,+ +/ , 9?/48/ +/ 49*,64 /6?4+,,

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) 0,ui-n/ E8, /@?48, / ,, +/8/4, ,/?8,64 +/ 48- 8?8* +/ 4/8@,64 >?/ /,5, /8,;,*. U4, +/, /,6*4,+, / / 488?8* 8/4//6?* ?96/48/ ,, ,6/ ?4 8,;,* ,+/6?,+*.

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0/6?4+,* 4 ?4 6*4*6/48* +/ , /8*+**@, ?,+,,, /6*, /8* +,- 8*. S/ +/;/J */6, +/6?,>?/ 9?/48/ >?/ 4* +/6;, * *6/+/48*?85,+*: 6*, +/ 6?/8*4,*< 4,8?,/5, = 8,,* +/, ?/8,< 8,, +/ /?/8,< /86.

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/?8,+*. C?,48* ,=* /, /8/ 8/*< /4* 9,;//J4 * /?8,+*.

) ercicios !i si son fia()es o no )as fuentes

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estadBsticas siguientes:) ,# E8,+86, 96,/ ;,,+, /4 , +/6,,6*4/ +/

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) 6# U4, /8,+86, ?;6,+, /4 ?4 /+6*< 4 4+6, ,9?/48/< *;/ , +8;?64 /*4, +/ , /48, /4

E,, /@H4 6,/ *6,/.) +# U4, /8,+86, *;/ , 4,8,+,+ ?, = ?;,4, /4

E,, >?/ / ;,, /4 * +,8* +/ R/@8* C.

FORMAS DE OBTENER DATOS PRIMARIOS

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) 0,u- entendemos por comunicacin en investigacincomercia)/

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) E48/4+/* * *;,64 +/ /8?+* , 6*4?48* +/4++?* *;/ * >?/ >?//* /,5, ,4/8@,64 6*/6, = * ?/8,< ?4 ?;6*4?48* +/4++?* +/ +6, *;,64.

) E/*: U4 A=?48,/48* /4 6?=* 6/4* ,= 00 000

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E/*: U4 A=?48,/48*< /4 6?=* 6/4* ,= 00.000/*4, 6*4 /+,+/ 6*/4++, /48/ 1 = 30 ,*<

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6*/6, / ?/+/4 ?8- 5, ,, *;8/4/ 49*,64,, /+,48/ 6*?46,64

"

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TCNICAS ! IN=STI$ACI"N COMRCIA1 ;ARA O?TNR !ATOS ;RIMARIOSM!IANT COM'NICACI"N.

) E 4/8@,+* 6*/6, 8/4/ , ? ,6,46/: , /46?/8,<* /8?+* 4;?< , /48/8, /4 *9?4++,+< *@?* +/ +6?4 = * ,4// +/ 6*4?+*/.

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) ] ncuesta. E ?4, 8646, >?/ 6*48/ /4 , /6*@+,+/ 49*,64 8,48* 6?,488,8, 6** 6?,8,8,< ,8, +/ , /?/8, >?/ ?4, // +/ 4++?*//66*4,+* +,4 , ?4 6*4?48* +/ /@?48,

/,/48/ +/,+,.) L, /@?48, / +/,4 +/ 8, 9*, >?/ /8/4 ,6?,4896,64 +/ , /?/8, *;8/4+,.

) D//4+/4+* +/ , 9*, /4 >?/ / /,5,< , /46?/8,/ 6,96,4 /4 /*4,/< * 6*/* = * 8/9*4*.

) ] studio o encuesta mni(us. E ?4, ,,64 +/ ,/46?/8, S/ 8,8, +/ ?4, /46?/8, 4*,/48/ /+6, /4

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/46?/8,. S/ 8,8, +/ ?4, /46?/8, 4*,/48/ /+6,< /4, >?/ / 46**,4 , 6?/8*4,* /@?48, +/ +/, 4+*/

*6/+/48/ +/ +/, //,. E8, //,?/ , +9//46, /48/ ?4, /46?/8, = ?4/8?+* 4;?< / , , >?/ , >?/ /8/ /48/ ?4 8, =

?4 ,?8*;H 6** /+* +/ 8,4*8/: / 8, 8/ *9/6/ /*//8,6*4/ >?/ / ,?- 8*;H< /* / ?6* J 6,*.

) ] ;ane)es de consumidores. E ?4, 8646, ,, *;8/4//+- 6,/48/ 49*,64 6?,488,8, +/ ?4, ?/8,/,4/48/.

) L* ,4// +/ 6*4?+*/ /4 ,, /+ / 6*4?* +/+/- 8/4,+* *+?68* = * J;8* +/ 6*,< , 6** ,/*?64 /4 / 8/* +/ , ,,;/ ,48/*/.

) ntrevista en profundidad. E ?4, 8646, ,, /6*@/49*,64 6?,8,8, E /48/8,+* ,;, ,;/8,/48/

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49*,64 6?,8,8,. E /48/8,+* ,;, ,;/8,/48/;,* , 48?66*4/ +/ ?4 4/8@,+*< 4*,/48/ ?4

6*@*< >?/ 48/48, +/6?; , *8,6*4/<6//46,< ,688?+/ = /48/48* +/ /48/8,+* *;/?4, 6?/84 /4 ,86?,.

) $rupo de discusin. E ?4, 8646, ,, /6*@/

49*,64 6?,- 8,8, >?/ 6*48/ /4 /?4 , ?4 @?*+/ /48/ $ , 12 /*4, ,,< ;,* , +/664 +/ ?4*+/,+*< 8,8, * +6?8 / 8/, *;/8* +/ ,4/8@,64 6*/6,.

) T,48* * @?* +/ +6?4 6** , /48/8, /4*9?4++,+< 4* /@?/4 , 6?,4896,64 +/ , *4*4/= /?/8, +/ * /48/8,+*< 4* *;8/4/ +/, **@, ?4, /* 6*/44 +/ 8/, *;/8* +/ /8?+*.

) C*4*6+, , +848, 8646, / *8,48/ ,48/,/>? 8* +/ 49*,64 /6*@/4 6,+, ?4, +/ *

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) 0Cu8)es son esas reg)as o pautas ue nos pueden serde uti)idad/- L, 49*,64 >?/ ,;J +/ / *;8/4+,.

- L, 9*?,64 +/ , /@?48,.- E *+/4 +/ , /@?48,.

- L, 9*, +/ 6?/8*4,*.- L, ?/;, *8*.

) 1. INFORMACIÓN A OBTENER

D ; + + ; 9 +

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) D/;//* +/ 6/, ?4, 8, +/ *;/8* //696* +/, 4/8@,64< , * 6?,/ / / 48/48,J +,/?/8, 6*4 , ,.

) 2. LA FORMULACIÓN DE PREGUNTAS. A 8/4/ /46?/48,: -L* 8* +/ /@?48, >?/ *+/* 9*?, /4 ?4 6?/8*4,*.

- E 6*48/4+* +/ , /@?48,.- L, /+,664 +/ , /@?48,.

L?4/ 23

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) . C,* G,4+/.

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1. T**@, +/ , 49*,64

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) 2. E4 9?464 +/ @,+* +/ /,;*,64.)

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6**8,/48*< ,688?+/< /6/6*4/) EXTERNA.) M?/8,4 ?4, ,8/ +/ , /,+,+ * 6*/68* *;/8* +/ /8?+*.) S/4 ,, /4>?/6/ / 4?6/* +/ 49*,64.

2. I49*,64 6?,8,8, = 6?,488,8,

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=

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) T*:)

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) Cuantitativa:) 1a encuesta. M8*+* D/

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1a encuesta. M8*+* D/) ) pane). E46?/8, /*+6, , * ,@* +/ 8/*.

) 1a o(servacin2 +/ , 6*4+?68, = /8,/ 6*46?*4/) 1a e4perimentacin o prue(as e mercado simu)adas.

P,4/ 6*4?* /,,

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) 88:VVWWW.,@,,.@*;./V/V,/48,6*4V8/,V6*4?*-=-6*/6,5,6*4-=-+8;?6*4-,/48,,VR/,+*_1300307_PANEL_CONSUMO_F4,_NPD_867-27031.+9 

3. I49*,64 P,, = S/6?4+,,.

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=

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2. E48/8, / *9?4++,+

3. T/646, */68,

'. O;/,64). Cuantitativa

1. E46?/8,

2. E//48*3. O;/,64.

) SECUNDARIA:

6.3. FASS ! 'NA IN=STI$ACI"N COMRCIA1

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) Fase 3a E8,;/6/48* +/ * *;/8* +/ ,4/8@,64. E4 , 9,- / 46, +/ 8*+* *6/* +/4/8@,64 6*/6,< / +, /?/8, , , /@?48,6?J/ *4 , 4/6/+,+/ +/ 4- 9*,64 >?/ 8/4/ ,//, ,, 8*, ?4, +/8/4,- +, +/64

) Fase 5a D/* +/ , *;8/464 +/ 49*,64. S/ 8,8,+/ //6- 6*4, = +/, , 9*, +/ /6*@/ ,49*,64 >?/ /- * / ,+,8/ , ? 4/6/+,+/6*46/8,. E4 /8, 9,/ / +,J /?/8, * //* ,

, @?/48/ /@?48,: / ?85,J4 /46?/8, *8/9*4* * * 6*/* >? 6?/- 8*4,* / ?85,J /4