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Conceptos básicos de marketing
Ávila Castañeda, Ángel Leonardo
Due to the changes that are made in the environment, companies today face great challenges: political transformation, trade agreements, strategic alliances and technological changes, which affect competitiveness and the development of products or services in order to achieve the purposes organizational. This is why companies see in marketing the opportunity to design, execute and control a plan to influence the exchange processes with consumers, thereby seeking to increase the likelihood of having favorable thoughts and feelings towards products, the services and brands that we are developing. However, it is a methodical and cautious process, and to be able to make the best decisions it is essential to know the key aspects at the beginning of the planning. Such is the reason why in this paper we will be able to understand the current nature and conception of marketing, identify the main elements of the market analysis and diagnosis process - of vital importance for planning objectives - to finally develop a practical understanding when applying the concepts to a case study.