{"id":3017,"date":"2015-08-16T19:14:47","date_gmt":"2015-08-16T17:14:47","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=3017"},"modified":"2015-08-10T19:28:31","modified_gmt":"2015-08-10T17:28:31","slug":"el-primer-pecado-capital-del-marketing","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/el-primer-pecado-capital-del-marketing\/","title":{"rendered":"El primer pecado capital del Marketing"},"content":{"rendered":"<p><a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/nichos-de-mercado.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"  wp-image-3018 aligncenter\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/nichos-de-mercado.gif\" alt=\"nichos-de-mercado\" width=\"336\" height=\"224\" \/><\/a><\/p>\n<p>Continuando con la propuesta que os hice en mi anterior participaci\u00f3n respecto a la lectura del libro \u201c<strong>Los 10 pecados capitales del marketing<\/strong>\u201d de Philip Kotler, me gustar\u00eda destacar, a lo largo de futuras entradas en este blog, los aspectos m\u00e1s relevantes que el autor trata en cada uno de los distintos pecados.<\/p>\n<p>El primer pecado capital que se trata en el libro es que <strong>\u201cLa empresa no est\u00e1 suficientemente focalizada en el mercado y orientada hacia el consumidor\u201d.<\/strong><\/p>\n<p>En cuanto a la insuficiente focalizaci\u00f3n en el mercado, los indicios y soluciones que propone Kotler son:<\/p>\n<ul>\n<li><strong>Identificaci\u00f3n deficiente de los segmentos de mercado<\/strong> para lo que propone una soluci\u00f3n basada en la <strong>adopci\u00f3n de t\u00e9cnicas de segmentaci\u00f3n m\u00e1s avanzadas<\/strong>, como segmentaci\u00f3n de beneficio, de valor y de lealtad.<\/li>\n<li><strong>Insuficiente priorizaci\u00f3n de los segmentos de mercado<\/strong> por no estimar realmente el atractivo relativo de cada segmento para reasignar sus recursos a los segmentos m\u00e1s rentables. La soluci\u00f3n viene de <strong>priorizar los segmentos m\u00e1s importantes <\/strong>tras conocer el ROI (tasa de rentabilidad de la inversi\u00f3n en cada segmento).<\/li>\n<li><strong>Carencia de gestores de segmentos de mercado. <\/strong>Para contrarrestarlo debemos<strong> especializar a la fuerza de ventas <\/strong>en cada segmento.<\/li>\n<\/ul>\n<p>Respecto a la <strong>orientaci\u00f3n insuficiente hacia el cliente <\/strong>por parte de muchas empresas, los indicios y soluciones son:<a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/9958303579844ee7874e0c639c7c9694.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-3019\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/9958303579844ee7874e0c639c7c9694.jpg\" alt=\"9958303579844ee7874e0c639c7c9694\" width=\"241\" height=\"368\" srcset=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/9958303579844ee7874e0c639c7c9694.jpg 241w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/9958303579844ee7874e0c639c7c9694-196x300.jpg 196w\" sizes=\"auto, (max-width: 241px) 100vw, 241px\" \/><\/a><\/p>\n<ul>\n<li><strong>Muchos empleados creen que los departamentos de marketing y venta son los que tienen que servir a los consumidores <\/strong>pero olvidan que cada departamento puede influir negativamente en las relaciones con los clientes, como cuando un producto tiene una tara o una factura es incorrecta&#8230; Una soluci\u00f3n ser\u00eda desarrollar una jerarqu\u00eda clara de los valores de la empresa situando a los consumidores en lo m\u00e1s alto.<\/li>\n<li><strong>No se dispone de programa alguno de formaci\u00f3n para crear una cultura del consumidor <\/strong>porque formar a empleados de otros departamentos para que \u201cpiensen en los clientes\u201d es caro. Pero es imprescindible involucrarse en actividades que aumenten la \u201cconcienciaci\u00f3n del consumidor\u201d en los empleados y en los agentes de la compa\u00f1\u00eda.<\/li>\n<li><strong>No hay medidas, incentivos o sanciones disponibles para mejorar el servicio al cliente <\/strong>aspecto que podemos solucionar facilitando el contacto de los consumidores con la compa\u00f1\u00eda por tel\u00e9fono, fax o e-mail para hacer preguntas, sugerencias y formular quejas y obtener una respuesta r\u00e1pida.<\/li>\n<\/ul>\n<p>Poco a poco iremos avanzando en los distintos pecados que todav\u00eda nos faltan para conocer aquellas cosas que nunca deber\u00edamos hacer en la gesti\u00f3n del marketing de la empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Continuando con la propuesta que os hice en mi anterior participaci\u00f3n respecto a la lectura del libro \u201cLos 10 pecados capitales del marketing\u201d de Philip Kotler, me gustar\u00eda destacar, a lo largo de futuras entradas en este blog, los aspectos m\u00e1s relevantes que el autor trata en cada uno de los distintos pecados. El primer [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":3019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[224,561,559],"class_list":{"0":"post-3017","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-libros-recomendados","8":"tag-marketing-days","9":"tag-pecados-capitales","10":"tag-segmentacion"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El primer pecado capital del Marketing<\/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\/el-primer-pecado-capital-del-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El primer pecado capital del Marketing\" \/>\n<meta property=\"og:description\" content=\"Continuando con la propuesta que os hice en mi anterior participaci\u00f3n respecto a la lectura del libro \u201cLos 10 pecados capitales del marketing\u201d de Philip Kotler, me gustar\u00eda destacar, a lo largo de futuras entradas en este blog, los aspectos m\u00e1s relevantes que el autor trata en cada uno de los distintos pecados. 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