{"id":3087,"date":"2015-09-17T18:27:34","date_gmt":"2015-09-17T16:27:34","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=3087"},"modified":"2015-09-17T19:02:12","modified_gmt":"2015-09-17T17:02:12","slug":"3-errores-de-marketing-que-la-empresa-no-debe-cometer","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/3-errores-de-marketing-que-la-empresa-no-debe-cometer\/","title":{"rendered":"3 errores de marketing que la empresa no debe cometer"},"content":{"rendered":"<p><a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/09\/plan-de-marketing-e1395702386393.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3088 aligncenter\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/09\/plan-de-marketing-e1395702386393-315x236.jpg\" alt=\"plan-de-marketing-e1395702386393\" width=\"315\" height=\"236\" srcset=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/09\/plan-de-marketing-e1395702386393-315x236.jpg 315w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/09\/plan-de-marketing-e1395702386393.jpg 600w\" sizes=\"auto, (max-width: 315px) 100vw, 315px\" \/><\/a><\/p>\n<p>Hoy veremos por qu\u00e9 el profesor Philip Kotler se\u00f1ala como <strong>quinto pecado<\/strong> capital del marketing el hecho de que <strong>a las empresas no se les da bien gestionar nuevas oportunidades. <\/strong>Esto se pone de manifiesto cuando una empresa no ha sido capaz de identificar una nueva oportunidad de negocio en los \u00faltimos a\u00f1os o, si lo ha hecho, ha sido un fracaso.<\/p>\n<p>Para corregir este defecto, las empresas deben dise\u00f1ar un sistema para<strong> estimular el flujo de nuevas ideas<\/strong> generadas por sus colaboradores y facilitar su recogida y evaluaci\u00f3n. Adem\u00e1s, deben utilizar t\u00e9cnicas de creatividad, como el <em>brainstorming<\/em>, para generar nuevas ideas.<\/p>\n<p>En el <strong>sexto pecado <\/strong>se subraya la <strong>deficiencia con la que las empresas realizan el proceso de planificaci\u00f3n de marketing.<\/strong><\/p>\n<p>Los indicios y soluciones que propone el autor son:<\/p>\n<ul>\n<li>Si el plan de marketing <strong>carece de componentes l\u00f3gicos<\/strong> o adecuados como una declaraci\u00f3n de objetivos, estrategias y t\u00e1cticas clara y convincente, deber\u00edamos tratar de incluir las siguientes fases, cada una como continuaci\u00f3n de la anterior: an\u00e1lisis de situaci\u00f3n, DAFO, objetivos, estrategias, t\u00e1cticas, presupuesto y control.<\/li>\n<li>Si el plan <strong>no permite la simulaci\u00f3n financiera<\/strong> para valorar el impacto de estrategias alternativas, deber\u00edamos pedir a los gestores que elaboren presupuestos flexibles.<\/li>\n<li>Si el plan <strong>no considera contingencias<\/strong>, habr\u00e1 que esforzarse para que el nuevo pla<img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-3012\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/08\/los-10-mandamientos-del-marketing-garcc3ada-saura.jpg\" alt=\"los-10-mandamientos-del-marketing-garcc3ada-saura\" width=\"239\" height=\"211\" \/>n si visualice escenarios alternativos.<\/li>\n<\/ul>\n<p>En definitiva, habr\u00e1 que incentivar a los directivos de marketing para que completen y mejoren los planes de marketing.<\/p>\n<p>Finalizaremos con el <strong>s\u00e9ptimo pecado<\/strong>, el cual anima a reforzar las pol\u00edticas de productos y servicios de la empresa porque, seg\u00fan Kotler, est\u00e1 suele tener <strong>demasiados productos con los que pierde dinero, demasiados servicios gratuitos y poca venta cruzada.<\/strong><\/p>\n<p>\u00bfC\u00f3mo reforzar esa carencia? En primer lugar, la empresa debe identificar sus productos m\u00e1s fuertes de los m\u00e1s d\u00e9biles y <strong>tomar decisiones de eliminaci\u00f3n<\/strong> apropiadas. En segundo lugar, hay que <strong>distinguir entre los servicios<\/strong> por los que el cliente estar\u00eda dispuesto a pagar y aquellos que se deben ofrecer gratuitamente. Y para terminar, debemos formar e incentivar a los vendedores para la <strong>venta cruzada<\/strong>, consiguiendo que el cliente se lleve, adem\u00e1s, un \u00abpalo <em>selfie\u00bb<\/em> cuando s\u00f3lo vino a por un m\u00f3vil, y el <strong><em>upselling<\/em><\/strong>, ofreciendo al cliente un m\u00f3vil pero de un modelo m\u00e1s caro del que vino a buscar.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hoy veremos por qu\u00e9 el profesor Philip Kotler se\u00f1ala como quinto pecado capital del marketing el hecho de que a las empresas no se les da bien gestionar nuevas oportunidades. Esto se pone de manifiesto cuando una empresa no ha sido capaz de identificar una nueva oportunidad de negocio en los \u00faltimos a\u00f1os o, si [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":3088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[530],"tags":[204,561,576,574,575],"class_list":{"0":"post-3087","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-conceptos","8":"tag-kotler","9":"tag-pecados-capitales","10":"tag-planificacion","11":"tag-upselling","12":"tag-venta-cruzada"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 errores de marketing que la empresa no debe cometer<\/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\/3-errores-de-marketing-que-la-empresa-no-debe-cometer\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 errores de marketing que la empresa no debe cometer\" \/>\n<meta property=\"og:description\" content=\"Hoy veremos por qu\u00e9 el profesor Philip Kotler se\u00f1ala como quinto pecado capital del marketing el hecho de que a las empresas no se les da bien gestionar nuevas oportunidades. 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