385,097 research outputs found

    A marketing plan is not a communication plan

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    Se aborda la diferencia entre un plan de comunicación y uno de marketing. Aunque tienen elementos que las asemejan, básicamente un plan de comunicación debe estar integrado en el de marketing. Sin Comunicación no hay Marketing porque la Comunicación es una de las etapas del marketing y sin Marketing tampoco hay Comunicación. La Comunicación es una de las principales tareas del Marketing, es un instrumento que se enmarca en la estrategia de marketing de la empresa o biblioteca. El marketing es el puente entre lo que las bibliotecas ofrecen y lo que los usuarios esperan y hay que estar dispuestos a comunicar de forma constante lo que los bibliotecarios son capaces de hacer para responder a las necesidades de sus usuarios. Un plan de marketing es un documento en el que se definen los objetivos y campos de responsabilidad de la función de marketing y posibilita el control de la gestión. Debe incluir una serie de apartados entre los que destaca la definición del objetivo, la escucha activa, la definición de los canales que se van a utilizar, el público objetivo al que se dirige la acción y el plan de acción. La evaluación continua del plan en clave para el éxito del proyecto. Se presentan una serie de ejemplos tanto de plan de comunicación como de marketing.We show the difference between the communication plan and the marketing plan. Despite the fact that both of them have a lot of similar characteristics, the communication plan has to be part of the marketing plan. Without communication it is not possible a marketing plan because the communication is one of the marketing plan parts. The communication is not possible without marketing. Communication is one of the most important tasks of marketing. It is a tool which is enshrined in the business or library strategy. Marketing is the bridge between what the libraries are offering and the users are expecting. We have to be ready to communicate steadily what the librarians are able to do in order to satisfy the user’s need. A marketing plan is a document where the objectives, communication channels, public objective and action plan are defined. The continuous assessment is the key to the success. We offer some examples of communication plan and marketing plan

    O PLANO DE MARKETING NA PRODUÇÃO DAS COMPANHIAS DE VINHO EM PORTUGAL

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    The creation of a marketing plan is something that has been studied and brings benefits to companies.The goal of this article transcribes the results of research, conducted on Portuguese wine companies, about the development and implementation of a marketing plan.We researched literature regarding context, benefits and barriers of the marketing plan and questioned the biggest 50 wine producing companies - responsible for 61, 6% of total wine production - in mainland Portugal (2009/2010).65% of respondents did not have a marketing plan: they simply set some goals and tried to react to what happens in the market. The main reasons presented for not having a marketing plan are the lack of available human resources and the lack of a suitable model/template to be applied to the company.The results indicated that the marketing plan is made annually and, the responsible for their implementation are mainly, marketing directors with the approval of top management. The advantages of the marketing plan outlined by the companies are: marketing plan helps to think about what the firm will do in the future, helps to organize the work and to assess and monitorizes the company’s performance. In this study are also listed the main elements that comprise marketing plan and the most important ones for companies - as well as the type of packaging used, the criteria for settingprices, distribution and the most used actions of communication.The method of collect data was done through the creation of a questionnaire online.The study universe is the Portuguese wine companies. The sampling method is not probabilistic. Sample´s method selection is intentional.A criação de um plano de marketing é um aspeto que tem sido estudado e traz benefícios para as empresas.O objetivo deste artigo é transcrever os resultados da pesquisa realizada em empresas vinícolas portuguesas, sobre o desenvolvimento e implementação de um plano de marketing.Foi efetuada a pesquisa da literatura sobre os benefícios e barreiras do plano de marketing e questionadas as 50 maiores empresas produtoras de vinho - responsáveis por 61,6% da produção total de vinho - em Portugal continental (2009/2010).65% dos respondentes não efetuavam um plano de marketing: simplesmente estabeleciam alguns objetivos e tentavam reagir de acordo com o que acontece no mercado.As principais razões apresentadas para não realizar um plano de marketing são a falta de recursos humanos disponíveis e a falta de um modelo adequado / guião para ser aplicado à empresa.Os resultados indicaram que o plano de marketing é feito anualmente e, os responsáveis pela sua implementação são, principalmente, diretores de marketing com a aprovação da alta direção. As vantagens do plano de marketing delineado pelas empresas são: plano de marketing ajuda a pensar sobre o que a empresa fará no futuro, ajuda a organizar o trabalho e avaliar e monitorizar o desempenho da empresa. Neste estudo estão também listados os principais elementos que compõem o plano de marketing e os mais importantes para as empresas -, bem como o tipo de embalagem utilizada, os critérios de fixação de preços, distribuição e as ações mais utilizadas de comunicação.O método de recolha de dados foi feito através da criação de um questionário online.O universo do estudo são as empresas vitivinícolas portuguesas. O método de amostragem Ã© não probabilístico. A seleção do método de amostra é intencional

    La influencia de la percepción del entorno sobre los estilos de planificación y la amplitud del plan de marketing. Una aplicación a la distribución minorista de no alimentación

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    The aim of this paper is to determine the influence of retailer environment perception on corporate planning styles and the extent of the retailer marketing plan. First, we carry out a theoretical review of the three concepts and the existent relationships among them. This is followed by a description of the way the variables are measured and the design of the research, applied to the Spanish non-food retailer subsector, by means of a postal survey, to a final sample of 93 retailers. The results allow us to affirm: 1) the existent relationship between corporate planning style and the extent of the marketing plan; 2) that the environment does not influence the chosen style of planning; 3) that some of the environmental factors influence the extent of the marketing plan.El principal objetivo de este trabajo es conocer la influencia de la percepción del entorno sobre los estilos de planificación corporativa y sobre la amplitud posterior del plan de marketing minorista. Para conseguir este objetivo, en primer lugar se lleva a cabo la revisión bibliográfica respecto a los tres conceptos y las relaciones existentes entre ellos. A continuación se describe la forma de medida de las variables y el diseño de la investigación, aplicado al subsector minorista español de no alimentación, mediante encuesta postal, a una muestra definitiva de 93 minoristas. Los resultados obtenidos nos permiten afirmar la relación existente entre el estilo de planificación corporativo y la amplitud del plan de marketing y la no influencia del entorno sobre el estilo de planificación escogido, aunque sí de algunos de sus elementos sobre la amplitud del plan de marketing

    Diseño del plan de marketing para la Empresa Preparación Física Integral Wheeler ubicada en la ciudad de Pereira

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    Este trabajo contiene la investigación necesaria para la realización de un plan estratégico de marketing para la empresa Centro de entrenamiento Wheeler, partiendo de un análisis de la situación actual, a través del cual se realiza un diagnóstico de su estructura organizacional; se identifican las oportunidades, fortalezas, amenazas y debilidades y se analiza la mezcla de marketing actual. Igualmente, se desarrollan diferentes instrumentos para analizar la competencia y segmentar el mercado para caracterizar el consumidor, permitiendo definir el producto en estudio Fitness. Finalmente se plantean estrategias en cuanto a Producto, Precio, Plaza y Promoción; se construye el plan estratégico de marketing estableciendo las acciones tácticas necesarias para llevar a cabo cada actividad; así mismo se plantea el presupuesto, cronograma y métodos de control, herramientas que orientaran a la organización en la correcta realización de este plan

    A marketing plan for smart bengali idiomatic proverb serv

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    Trabalho de projecto apresentado como requisito parcial para a obtenção do grau de Mestre em Gestão de Informação, especialização em Inteligência de MarketingBengali is one of the most verbal communications, graded seventh in the globe bearing in mind the situation of the country. This paper offers an online model for smart Bengali Idiomatic proverb service as well as intelligence marketing plan for revenue. In present circumstances Google translator service is not respectable, specially proverb translator because Google is not tranquil interpreted Bengali proverb precisely and nobody has planned to provide Bengali Idiomatic proverb service that will bring revenue. Now a day’s information is actual significant for real decisions making. The information can be gained from several bases and can able to use different kinds of tools for effective decision making. Marketing Intelligence is a new topic in marketing, there are not several possessions in works. The marketing plans by using information system sustained from marketing intelligence. Kotler's definition says, Intelligence Scheme of marketing is more than a scheme of information gathering or a set of information technologies. Software marketing make vital tactical decisions to exploit profits and success of the business (Öztürk, S., Okumuş, A., & Mutlu, F. 2012). As a result, the proposed project aims to improve online Bengali Idiomatic Proverb Service Model for service of excellence as well as create a business model canvas with marketing plan to observe current market situation of proposed service model that will forecast sales of profit. Therefore, the proposed research has used technological model to get good decision for marketing plan. Good decision assists to increase high number of productivity and profitability because computerized systems which assist the marketing decision to improve marketing plan (Dragomir, C., & Surugiu, F. 2015). In this case, the proposed project has chosen four different types of steps. There are Bengali Idiomatic Proverb Service Model, Online payment model, Business Model Canvas with Marketing plan. The propose project has used visual studio.net, HTML, CSS, nine building blocks for Business model canvas and kotler’s and keller’s marketing plan to develop a model for Bengali Idiomatic proverb service
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