{"id":2555,"date":"2015-04-01T12:55:54","date_gmt":"2015-04-01T10:55:54","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=2555"},"modified":"2017-11-28T18:00:00","modified_gmt":"2017-11-28T17:00:00","slug":"pole-position","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/pole-position\/","title":{"rendered":"Pole Position"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2557\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-panigale.jpg\" alt=\"ducati panigale\" width=\"727\" height=\"454\" srcset=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-panigale.jpg 727w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-panigale-315x197.jpg 315w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-panigale-696x435.jpg 696w\" sizes=\"auto, (max-width: 727px) 100vw, 727px\" \/><\/p>\n<p>La semana pasada algunos alumnos y profesores del <a href=\"https:\/\/www.uchceu.es\/estudios\/doble-grado\/direccion-empresas-marketing\" target=\"_blank\"><strong>grado de Direcci\u00f3n de Empresas y Marketing<\/strong><\/a> estuvimos de visita en el Circuito de la Comunidad Valenciana Ricardo Tormo. Durante la misma tuvimos la suerte de coincidir con la presentaci\u00f3n a la prensa de un nuevo modelo de la marca Ducati. \u00bfQu\u00e9 tiene que ver esto con el Marketing?<\/p>\n<p>En su libro <strong>\u201cLos diez pecados capitales del marketing\u201d<\/strong>, Philip Kotler recoge en el ep\u00edlogo lo que \u00e9l denomina \u201c<em>los diez mandamientos de la efectividad del marketing\u201d<\/em>. Pues bien, el primero de ellos dice: \u201cLa empresa segmenta el mercado, elige los mejores segmentos y desarrolla una fuerte posici\u00f3n en cada segmento elegido\u201d.<\/p>\n<p>\u00bfQu\u00e9 ha hecho <strong>Ducati<\/strong> al respecto? Esta marca italiana es el reflejo de la competici\u00f3n en las motos de calle. En el mundo de las motos, Ducati es sin\u00f3nimo de deportividad.<\/p>\n<p>Esto no significa que el resto de marcas no tenga motos deportivas. Honda, Yamaha, Suzuki, etc. tienen tambi\u00e9n muy buenas motos deportivas, pero tambi\u00e9n tienen motos de paseo, customs, scooters, motos de campo, etc. La diferencia, por tanto, es que Ducati decidi\u00f3 <strong>centrarse en un segmento<\/strong> y hacerse fuerte en \u00e9l. Evidentemente, eligi\u00f3 un segmento en el que ten\u00eda gran experiencia y tradici\u00f3n, ya que su presencia en los distintos campeonatos de velocidad viene desde pr\u00e1cticamente sus or\u00edgenes como fabricante de motos. La diferencia, por tanto, es que en el cat\u00e1logo de Ducati no encontramos motos\u00a0que no tengan una elevada dosis de deportividad.<\/p>\n<p><a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-panigale.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2556\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-circuito-315x189.jpg\" alt=\"ducati circuito cheste\" width=\"315\" height=\"189\" srcset=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-circuito-315x189.jpg 315w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-circuito-768x461.jpg 768w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-circuito-696x418.jpg 696w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/04\/ducati-circuito.jpg 963w\" sizes=\"auto, (max-width: 315px) 100vw, 315px\" \/><\/a><\/p>\n<p>Ducati ha segmentado el mercado de las motocicletas y ha elegido su segmento.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La semana pasada algunos alumnos y profesores del grado de Direcci\u00f3n de Empresas y Marketing estuvimos de visita en el Circuito de la Comunidad Valenciana Ricardo Tormo. Durante la misma tuvimos la suerte de coincidir con la presentaci\u00f3n a la prensa de un nuevo modelo de la marca Ducati. \u00bfQu\u00e9 tiene que ver esto con [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":2557,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[390,204],"class_list":{"0":"post-2555","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-formacion","8":"tag-circuito-ricardo-tormo","9":"tag-kotler"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pole Position<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.uchceu.es\/marketing\/pole-position\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pole Position\" \/>\n<meta property=\"og:description\" content=\"La semana pasada algunos alumnos y profesores del grado de Direcci\u00f3n de Empresas y Marketing estuvimos de visita en el Circuito de la Comunidad Valenciana Ricardo Tormo. 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