/Marketing

Marketing

Cómo se entera la gente de los productos comprados?

By | Marzo 4th, 2014|

De acuerdo a Google en Chile la gente se entera mayoritariamente de los productos comprados a través de búsquedas por Internet en un 62%, le sigue muy de cerca la televisión con un 46% y la recomendación de un amigo o familiar con un 45%. Si relacionamos Internet con las personas cercanas al comprador podemos concluir [...]

Dakar Rally in Saudi Arabia? The Great Wall Motors approach

By | Enero 9th, 2013|

The Chilean automotive industry has some distinctive characteristics that make it one of the most competitive in the world. In Chile you can find a large number of brands from all over the world, with an established offer of more than 1,400 models and versions dominated by the functionality and a strong ratio quality-price of the [...]

Marketing Plan for an “Online Educational Support System”

By | Diciembre 31st, 2012|

Executive Summary Business Vision The Online Educational Support System will provide a web based academic coordinator manager system for Universities, Professional Institutes and Technical Training centers that give professional training services to persons and companies under the ISO 9001: 2008 and the Chilean 2728 Quality Norms, we are talking about the Technical Training Agencies, the Chilean [...]

Argentina: A creative advertising country

By | Diciembre 27th, 2012|

Description of Argentina Argentina is the second largest country in South America behind Brazil, and the third economy of all Latin American nations reaching a GDP (ppp) per capita of almost 15,000 dollars (Index Mundi, 2011). The country covers a territory of almost 2.8 million square meters from a sub-tropical climate by the north to the [...]

Transbank: Pay everything with “Redcompra” Marketing Campaign could work in South Africa?

By | Diciembre 19th, 2012|

The Chilean Marketing Communication Campaign The Chilean company Transbank was thinking in a subprime post-crisis campaign for their debit card service Redcompra (something like “purchase network”) near the summer season of 2009. One of the major reasons to develop it was the constant awareness they had to make with the brand; people did not use the [...]

DirecTV: Prepaid television for all?

By | Noviembre 13th, 2012|

Introduction During the year 2008 the satellite pay-tv company DirecTV (DTV) developed an interesting marketing campaign in Chile, focusing on a specific strategy for the re-launch of their prepaid satellite TV service. We will analyze the reaches of this campaign and the considerations for a potential adaption to the US market. The Chilean Marketing Communication Campaign [...]

Why Wal-Mart uses different brands?

By | Octubre 24th, 2012|

Intercultural Communication In today’s changing and demanding world, companies or maybe we have to say transnational companies are trying to wonder if it is possible to have a global brand around the world. The answer is not easy and it does not have a unique response. The main problem that has to be faced is that [...]

Master Dog “Dog Lover” marketing campaign in UK

By | Octubre 16th, 2012|

Introduction The present report is to analyze a marketing communication campaign that has been developed in the country of Chile and the needs to adapt it to the United Kingdom European Union (EU) country. We will consider the differences between both countries and what we need to make a successful adaptation. The original campaign was developed [...]

Marketing Communications strategy in a global basis: The McDonald´s example

By | Septiembre 9th, 2012|

One of the major challenges for companies in these days is the development and implementation of their marketing communications strategy in a global basis. Companies that have operations abroad need to make decisions concerning to their brand and how they will promote it. Some of the questions are: Will the firm have local brands in every [...]

Ethnographic Research Method for Business Applications

By | Agosto 30th, 2012|

Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, under what circumstances is advantageous to use, the limitations and some recommendations to have the best understanding. The inspiration starts with the successful experience of Hyundai and the use of their own ER method called “Touch [...]

Marketing at McDonald’s

By | Agosto 25th, 2012|

McDonald’s is one of the best known brands worldwide. This case study shows how McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding [...]

Marketing Planning in the Social Network era

By | Julio 18th, 2012|

En el ámbito del Seminario Internacional de Redes Sociales organizado por el área de Educación Ejecutiva de Ingeniería Industrial de la Universidad de Chile el 5 de julio de 2012, el académico Marcel Goic expuso las mejores formas para realizar un Plan de Marketing utilizando las Redes Sociales presentes en Internet. Esta es su presentación

How to Define a Marketing Research Problem

By | Julio 11th, 2012|

Preparing a perfect marketing research report depends on the research problem statement. The more clear and comprehensible your problem statement is, the more focused and directed your study will be. So how can you write the perfect marketing study statement of problem? Before telling you that, let’s see what is a marketing research problem is? In [...]

Tópicos para una Investigación de Mercado

By | Abril 30th, 2012|

1.- Investigación de Mercado para la comercialización de un nuevo producto ¿Cómo iniciar una investigación de mercado? Antes que nada, Usted debe investigar los tipos de clientes posibles en el área geográfica en la que pretende establecerse. Los resultados de esta actividad le permitirán saber a quién va a servir con sus productos o servicios. También debe [...]

Managing Customer Loyalty in the Auto Industry

By | Abril 29th, 2012|

In these days of struggling sales and overall industry turmoil, automotive manufacturers recognize the importance of spending resources wisely and focusing on areas with bottom-line impact. One such strategic focus is customer loyalty, which should be viewed as a “must” for automakers hoping to compete. Unlike other consumer products with more frequent replacement cycles, auto buyers [...]

Stages of Marketing Research Process

By | Marzo 11th, 2012|

Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision [...]

Wendy´s Case: Marketing Research to Resolve a Management Problem

By | Marzo 2nd, 2012|

Executive Summary Wendy´s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. By system wide sales, Wendy´s Company is the number 4 in the US; behind McDonalds, Subway and Burger King, they [...]

Statistical Methods: Helping Dell to Promote Products

By | Febrero 27th, 2012|

The company Dell has conducted a survey to their recent purchasers of Dell PCs and notebooks. One of the goals for this investigation is to determine if some of the customers will recommend Dell to their friends and family for a purchase (Malhotra, 2010, p. 774-775). For this we will explore with 2 statistical methods: One-Way [...]

Marketing Research: Subaru´s Looking for Long-term Relationship with Customers

By | Febrero 3rd, 2012|

We can describe customer loyalty as the fact that people chooses to buy or use a particular product, brand or company, rather than use others, customers exhibit brand or customer loyalty when they consistently purchase a certain product or brand over an extended period of time. There is behavioral and attitudinal loyalty. The first one refers [...]

Starbucks: A Marketing Research Lesson

By | Enero 27th, 2012|

When thinking in Starbucks, we recall on one of the largest coffeehouse companies in the world (Malhotra, 2010). But what makes Starbucks so special that has grown from no more than 2.400 stores 12 years ago to almost 17.000 stores around the world right now? (2010 Annual Report Form 10-K, 2011) We can find the answer [...]

Research Design for Accurate Decisions

By | Enero 20th, 2012|

Since Dell Inc. was created, their main strategy has been to use a low-cost and direct-sales model focused on maximizing the benefits of the company´s costumers. They don’t have property systems and offer diversified products and services related with desktops, PCs and Handhelds. With this low cost customers focused strategy they become the number one direct-sale [...]

The Right Interviewer for the Right Market

By | Enero 11th, 2012|

The company Dell Inc. competes in an intense and growing market, with a large number of competitors, however, it is still the number one in direct-sales computer vendor (Malhotra, 2010, p. 774). Their products and services go through households to enterprise customers in a wide variety like PC and notebooks, network servers, workstations, storage systems, handheld [...]

Open Your Business Plan to Consumers, Part 2

By | Septiembre 28th, 2011|

LG Mobile Phones in collaboration with the crowdsourcing company Crowd Spring made in 2010 a campaign that consisted in a competition to get new definitions for the next generation of mobile communication. The participant had the chance to give their vision of the next generation of mobile phone and predict what´s next in 2 or 3 [...]

Open Your Business Plan to Consumers, Part 1

By | Septiembre 27th, 2011|

The term “Marketing Mix” first appeared in the 50s and was a term uses by Neil Borden is his classes, but was an early idea of James Culliton that in the 40s described the Marketing Manager as a “mixer of ingredients”. Later in 1960 Jerome McCarthy grouped these ingredients in the 4Ps that we know until [...]

Social Networking Marketing Strategies

By | Septiembre 23rd, 2011|

This study explores the use of new Marketing Strategies using Social Media Networking to promote product and services through the study of three cases that shows us ways to use these and improve our brand or our relationship with the customers. If we think in the traditional marketing, it relies on the advertising itself to get [...]