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Francisco Guardeño Roldan
EL MERCADO.
La empresa “existe” con la referencia de varios entornos: geográficos y espaciales, demográficos, psicosociológicos, económicos, tecnológicos... Pero, fundamentalmente es la consideración o percepción de que existe unos posibles compradores de sus productos, es decir existe un mercado que da origen a la propia empresa.
La aplicación de la perspectiva del marketing llevará a segmentar ese mercado, buscando identificar grupos homogéneos de clientes que permitan orientar las políticas de productos, precios, distribución y comunicación.
Pero en ese mercado, además de los compradores que constituyen la demanda a analizar, otras empresas cuyos productos compiten por tener cuota, por aumentar la participación. El marketing como filosofía se basa en la competitividad, la innovación, la mejora continua de los productos y del servicio a los clientes.
Para el estudio de todos estos elementos, la empresa dispone de instrumentos, son los métodos de investigación de mercados, cuantitativos, de base estadística, y cualitativos de base sociológica y psicológica. Los datos así obtenidos permite obtener información optima para la toma de decisiones.
Francisco Guardeño Roldan
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