trabajo de fundamentos de mercadeo

8/15/2019 Trabajo de Fundamentos de Mercadeo

1/15

REPÚBLICA BOLIVARIANA DE VENEZUELAMINISTERIO DEL PODER POPULAR PARA LA EDUCACIÓN

UNIVERSIDAD CATÓLICA SANTA ROSAFACULTAD DE CIENCIAS HUMANAS Y SOCIALES

CÁTEDRA: FUNDAMENTOS DE MERCADEO

CONCEPTOS RELACIONADOS AL MERCADEO

Integrante:Sa!a "#$Mag%r!'

R&(aS&!)a "#$

Cara*a+ (a'# ,e -./0


2/15

1. Relación entre mercadeo y globaliación

La g!#1a!&2a*&3n e 4%e,e enten,er *#(# %n 5en3(en# 6%e a1ar*a a4e*t##*&a!e+ 4#!7t&*# ' e*#n3(&*# a e*a!a (%n,&a! 4r#,%*t# ,e !# a)an*ete*n#!3g&*# ' a! ,earr#!!# ,e !a #*&e,a,e ,e(#*r8t&*a 6%e *a,a ,7a 1%*an

*rear (8 &nter,e4en,en*&a entre #tr# 4a7e9 M%*# a%t#re &t;an % &n&**#n e! 5&n ,e !a Seg%n,a


3/15

,&t&nt# 5en3(en# #*&a!e 6%e #*%rren en e! 4!aneta an 4er(&t&,# !a e)#!%*&3n,e! (aret&ng9 Un ee(4!# ,e e!!# er7a e! (er*a,e# ,e eg(ent# 6%e e en5#*a ene! 4;1!&*# 5e(en&n#9

!. Pir"mide de la# nece#idade# de Abra$am Ma#lo%

E !a re4reenta*&3n erar6%&2a,a ,e %na te#r7a 4&*#!3g&*a 4r#4%eta 4#r A1raa(Ma!# en /=J ' 6%e *#nta ,e *&n*# n&)e!e 6%e 4er(&ten &,ent&5&*ar !ane*e&,a,e ,e !# ere %(an#9 L# *%atr# 4r&(er# n&)e!e et8n agr%4a,#en !# 6%e e *#n#*e *#(# ne*e&,a,e ,e ,$5&*&t en 5#r(a a*en,ente ' et8neta1!e*&,a ,e !a &g%&ente 5#r(a ,entr# ,e !# 6%e e *#n#*e *#(# e! *&*!# ,e!*#n5!&*t#:

a@ F&!#g7a K ne*e&,a,e ,e %4er)&)en*&aM#)ere+ re4&rar+ a!&(entare+ ,#r(&r+ tener e#+ e!&(&na*&3n ,e! #rgan&(#1@ Seg%r&,a, K ne*e&,a, ,e etar eg%r# ' 4r#teg&,#Seg%r&,a, 57&*a+ 5a(&!&ar+ ,e re*%r#*@ A5&!&a*&3n K ne*e&,a,e re!a*na,a a n%etra nat%ra!e2a #*&a!

A(&ta,+ a5e*t#,@ Re*#n#*&(&ent#Re4et#+ $&t#+ *#n5&an2a

Una )e2 at&5e*a eta *%atr# eta4a+ e! er %(an# a!*an2a %n n&)e! %4err 6%e t&ene 6%e )er *#n !# ,ee# ' !a ne*e&,a, ,e a%t#rrea!&2a*&3n ,e! &n,&)&,%#9

Ete (#,# ,e etr%*t%rar ,e 5#r(a er8r6%&*a !a ne*e&,a,e %(ana a &,# ;t&!tant# 4ara e! *a(4# ,e !a 4&*#!#g7a *#(# 4ara e! (aret&ng 'a 6%e 4er(&te&,ent&5&*ar ' a % )e2 tener %na re5eren*&a #1re *%8!e #n !# a4e*t# 6%e ,e1ener *%1&ert# ' 6%$ ne*e&,a,e 4reenta(# *#(# 4er#na9 En ,&t&nt# 4a7e,earr#!!a,# ete (#,e!# a &,# 4%et# en 4r8*t&*a ' e(4!ea,# n# #!# #r&enta,#a! (er*a,e#+ &n# 4#r ee(4!#+ *%an,# e et%,&a e! 4er5&! ,e %na 4er#na 4ara&ngrear a %na #rgan&2a*&3n9

N# #1tante+ !a ;!t&(a eta4a a%t#rrea!&2a*&3n a &,# *r&t&*a,a ,e1&,# a !a*ara*ter7t&*a %t34&*a ,e! 4!an# %4err a! *%a! Ma!# a*e re5eren*&a+ 'a 6%e!# ere %(an# et8n *#ntante(ente at&5a*&en,# % ne*e&,a,e 18&*a&n*!%# *#(# (e*an&(# 4ara tener (#t&)a*ne ' (%' ,&57*&!(ente e a!!an en%n 4!an# ,e *#(4!eta ar(#n7a9 En eta ;!t&(a eta4a e 4%e,en %1&*ar 4er#nae4r#(&nente ,e !a &t#r&a 6%e t%)&er#n %na 4er4e*t&)a (8 a1ar*a,#ra en *%an,#a! (#,# ,e )er !a *#a9

Ha' 6%e tener en *%enta a,e(8 6%e %na ,e !a *ara*ter7t&*a ,e !a eta4a%4err ?a%t#rrea!&2a*&3n@ n# e &nerente a t#,# !# ere %(an#+ 'a 6%eMa!# !# #1er)a (8 *#(# %na (eta &n,&)&,%a!9

D# a4e*t# a *#n&,erar #n !a 5%er2a ,e *re*&(&ent# 6%e 4er(&ten a! &n,&)&,%#a*en,er a ne*e&,a,e %4erre ' !a 5%er2a regre&)a 6%e a*en a! &n,&)&,%#


4/15

,e*en,er en !a 4&r8(&,e9 E 4#r e!!# 6%e !a ne*e&,a,e &nat&5e*a &n5!%&r7anen e! *#(4#rta(&ent# ,e! &n,&)&,%# ' a (e,&,a 6%e eta )an &en,# at&5e*aa4are*en !a ,e 4!an# %4erre9


5/15

E !a re!a*&3n &n)era 6%e e&te entre e! 4re* ,e %n 1&en ' !a *ant&,a, 6%e e,e(an,a+ ,e (anera 6%e *%an,# e re,%*e e! 4re* a%(enta !a *ant&,a,,e(an,a,a ' *%an,# e a%(enta ,&*# 4re*+ ,&(&n%'e !a *ant&,a, ,e(an,a,a9

Ee(4!#:

Precio de unlápiz

Cantidad delápices

Cantidad delápices

Cantidad delápices

Demanda demercado

(enbolívares)

ofrecida porAna

ofrecida por Juan

demandada porLuis

20 0 ! " 2#

2$ ! # $ %

&0 " 2 # 2

&$ # & !

#0 2 0 2 #

En ete gr85&*# e #1er)a %n &4#t$t&*# *a# ,#n,e !a ,e(an,a ,e (er*a,# et8*#nt&t%&,a ;n&*a(ente 4#r tre 4er#na+ 4er# &r)e 4ara ee(4!&5&*ar 6%e a (a'#r ,e(an,a (en#r 4re* ' )&*e)era9

La c(r)a de la demanda

E !a gr85&*a 6%e re5!ea !a re!a*&3n 6%e e&te entre e! 4re* ,e %n 1&en ' !a*ant&,a, ,e(an,a,a9 C%an,# e tra2a !a *%r)a ,e !a ,e(an,a e %4#ne 6%e

e&te %na *#ntante en !# )a!#re 6%e 4%e,an a5e*tar a !a ,e(an,a e*e4t%an,#e! 4re*

Ee(4!#:


6/15

Se re5&ere a 6%e *#(# *#ne*%en*&a ,e! a%(ent# ,e %n 1&en e4e*75&*#+ e!*#n%(&,#r %t&t%&r8 ete 1&en 4#r #tr# 6%e n# e a'a en*are*&,#9 P#r ee(4!#+ &e! 4aae ,e! (etr# a%(enta (8 6%e e! ,e! a%t#1;+ (%*# %%ar ,ear8n ,e%ar e! (etr# ' en % ,e5e*t#+ %t&!&2ar8n e! a%t#1;9 Ete e5e*t# recoge la

incidencia de un cambio en los precios relativos 4%e *%an,# a%(enta e! 4re* ,e%n 1&en+ !a ,e(an,a e ,&(&n%&r8 # %t&t%&r89

E'ecto renta

Re5!ea !a &n*&,en*&a ,e %n *a(1 en !a renta rea! ,e !# *#n%(&,#re+ ,e (anera6%e a5e*ta e! 4#,er a,6%&&t&)# ,e !a 4er#na ' ante e! a%(ent# ,e %n 1&en+ ere,%*&r8 n# #!# !a ,e(an,a ,e! 1&en en*are*&,# &n# ,e t#,# !# ,e(89

La o'erta

Et8 re5er&,a a !a *ant&,a,e 6%e !a e(4rea ,eean 4r#,%*&r 4ara )en,er %4r#,%*t#9 A#ra 1&en+ a6%7 a' 6%e tener en *%enta ,# *%etne+ !a #5erta(%etra !a &nten*&3n ,e )enta ,e !# 4r#,%*t#re (&entra 6%e !a )enta e !a a**&3nen 79 La *ant&,a, #5re*&,a ,e %n 4r#,%*t# e !# 6%e e ,eea ' 4%e,e )en,er9

La ley de la o'erta

E4rea 6%e a (a'#r 4re* ,e !# 1&ene ' er)&*+ (a'#re er8n !# ,ee#,e )enta ' a (en#r 4re* ,e !# 1&ene ' er)&* (en#re er8n !# ,ee# ,e)enta9 La re!a*&3n 6%e e&te entre e! 4re* ' !a *ant&,a, #5re*&,a 4ara )en,er t&ene6%e )er *#n !a nat%ra!e2a ,e !a e(4rea *#(er*&a!e *%'# 5&n ;!t&(# e #1tener 1ene5&* e*#n3(&*#9 Entre !# 5a*t#re 6%e &n*&,en e! 4re* ,e !a #5erta et8n!# 4re* re!at&)# ,e %n 4r#,%*t#r re4e*t# a #tr# ,e % (&(a nat%ra!e2a9

Ee(4!#:

Precio deun lápiz

Cantidad delápices

Cantidad delápices

Cantidad delápices

'ferta demercado

(enbolívares)

ofrecida porPapel ur

ofrecida por olofrecida por

Artesur

20 2 0 2 #

2$ # & !

&0 " 2 # 2

&$ ! # $ %

#0 0 ! " 2#

La c(r)a de la o'erta


7/15

E !a gr85&*a 6%e re5!ea !a *ant&,a,e ,e 1&ene 6%e e #5re*er8n a !a )enta,%rante %n 4er7#,# ,e t&e(4# e4e*75&*# *#n )ar&a*&3n ,e 4re* en e! (er*a,#9E ,e*&r+ !a re!a*&3n e&tente entre e! 4re* ' !a *ant&,a, #5re*&,a9 Eta *%r)a*#n&,era 6%e #tra )ar&a1!e *#(# !# 4re* ,e #tr# 1&ene ' #tr# 5a*t#re 6%e

4%e,an &n*&,&r en e! 4re* ,e !a #5erta+ 4er(ane*en *#ntante9

Ete gr85&*# 4er(&te ,eter(&nar 6%e+ en *#ntra4#&*&3n *#n !a ,e(an,a+ !a #5erta e&n*re(enta a! &n*re(entare !# 4re* ,e %n 1&en e4e*75&*#9

Entre a!g%n# ,e !# 5a*t#re 6%e 4%e,en a5e*tar !a #5erta et8n !# a)an*ete*n#!3g&*# 6%e 4er(&ten re,%*&r !# *#te ,e 4r#,%**&3n ' 4#r en,e+ t&en,e a

a%(entar !a #5erta9 P#r #tra 4arte+ !a 4#!7t&*a ,e eta,# 4%e,en &n5!%&r tant#4#&t&)a *#(# negat&)a(ente en !a #5erta9

E*cedente y e#ca#e

E! e*e,ente+ ta(1&$n *#n#*&,# *#(# e*e# ,e #5erta+ e !a &t%a*&3n en ,#n,e !a*ant&,a, 6%e e #5re*e a! (er*a,# %4era !a *ant&,a, ,e(an,a,a9

La e*ae2 # e*e# ,e ,e(an,a+ e !a &t%a*&3n en !a *%a! !a *ant&,a,,e(an,a,a 4#r !# *#n%(&,#re %4era !a *ant&,a, 6%e !# 4r#,%*t#re 4%e,en#5re*er9

El +recio de e,(ilibrio

E !a &t%a*&3n en !a 6%e !a *ant&,a, #5erta,a ' !a ,e(an,a,a #n &g%a!e9 Sere4reenta a tra)$ ,e! 4%nt# ,e &ner*&3n entre !a *%r)a ,e !a #5erta ' !a,e(an,a9 Para !#grar ea &t%a*&3n e ne*ear 6%e e&ta %n a*%er,# tant# en4r#,%*t#re *#(# *#n%(&,#re+ 'a 6%e %n 4re* ar1&trar 4r#,%*&r8 e*ae2 #e*e,ente9


8/15

Ee(4!#

Ela#ticidad

E %na ,e5&n&*&3n ,a,a 4#r e! e*#n#(&ta &ng!$ A!5re, Mara!! 4ara *%ant&5&*ar !a)ar&a*&3n ?6%e 4%e,e er 4#&t&)a # negat&)a@ 6%e %5re %na )ar&a1!e a! (#,&5&*ar #tra9

Ela#ticidad en el +recio de la demanda

M&,e e! gra,# en e! 6%e !a *ant&,a, ,e(an,a,a re4#n,e a !a )ar&a*ne ,e!

4re* ,e! (er*a,#9 Per(&te *#n#*er & a! re,%*&r # a%(entar e! 4re* en %n,eter(&na,# 4#r*entae+ e! &ngre# t#ta!+ e ,e*&r+ e! 4re* (%!t&4!&*a,# 4#r !a*ant&,a, )en,&,a+ a%(entar8+ ,&(&n%&r8 # 4er(ane*er8 &n *a(19

La e!at&*&,a, en e! 4re* ,e !a ,e(an,a 4%e,e *a!*%!are %t&!&2an,# !a &g%&ente53r(%!a:

De! *8!*%!# ,e !a e!at&*&,a, ,e !a ,e(an,a e 4%e,en eta1!e*er tre *#n*!%ne# t&4#!#g7a:

C%r)a ,e !a #5erta

C%r)a ,e !a ,e(an,a

Pre* ,e e6%&!&1r


9/15

• Ser8 e!8t&*a *%an,# %na )ar&a*&3n ,e! 4re* ,e %n / 4r#)#6%e %na)ar&a*&3n en !a *ant&,a, ,e(an,a,a %4err a ee 4#r*entae9

• Ser8 &ne!8t&*a *%an,# %na )ar&a*&3n ,e! 4re* ,e %n / 4r#)#6%e %na

)ar&a*&3n en !a *ant&,a, ,e(an,a,a &n5err a ee 4#r*entae9

• Ser8 %n&tar&a *%an,# %na )ar&a*&3n ,e! 4re* ,e %n / 4r#)#6%e %na)ar&a*&3n ,e !a *ant&,a, ,e(an,a,a ,e ee (&(# 4#r*entae9

Ela#ticidad en el +recio de la o'erta

M&,e e! gra,# en e! 6%e !a *ant&,a, #5re*&,a re4#n,e a !a )ar&a*ne ,e %4re* *#n re4e*t# a %n /+ 4er(ane*&en,# !# ,e(8 5a*t#re *#ntante9De4en,e ,e !a 5!e&1&!&,a, ,e !# )en,e,#re 4ara a!terar !a *ant&,a, 6%e 4r#,%*en,e! 1&en9

La e!at&*&,a, en e! 4re* ,e !a #5erta 4%e,e *a!*%!are %t&!&2an,# !a &g%&ente53r(%!a:

Baa,# en !a &(&!&t%, entre !a e!at&*&,a, ,e !a #5erta ' !a ,e(an,a+ e 4%e,en,e,%*&r ,# *a#:

• Ser8 &ne!8t&*a *%an,# !a *%r)a ,e !a #5erta ea )ert&*a!9 Et# &gn&5&*a 6%e !a*ant&,a, #5re*&,a n# a%(entar8 a7 %1a e! 4re*

• Ser8 4er5e*ta(ente e!8t&*a *%an,# !a *%r)a ,e !a #5erta ea #r&2#nta!9 C#neta *ara*ter7t&*a !# 4r#,%*t#re etar8n ,&4%et# a )en,er t#,a !a*ant&,a, 6%e e ,e(an,e9


10/15


11/15


12/15

N# er7a &n# ata !# a# =. *%an,# e&te %na ren#)a*&3n en !a (ar*a9 Seagran,a e! !#g# a2%! ' !a (a2#r*a *ara*ter7t&*a+ a,e(8 ,e aa,&r %na *&nta r#a '%n (e,a!!3n 6%e ,e*7a Para !a (8 ,e!&*a ' %a)e are4a9 En e! a# /==Je enr&6%e*e *#n )&ta(&na ' (&nera!e ' 4ara e! a# /== E(4rea P#!ar a,6%&ere !a e(4rea Pr#(aa 6%e *#(er*&a!&2a !a Har&na Pan en e! 4a7

ne#grana,&n#9

INCLUDEPICTURE

"http://40.media.tumblr.com/tumblrm0!erith!#$%ho&co#'00.(p%" )*

+ER,E-R+TINET INCLUDEPICTURE

"http://40.media.tumblr.com/tumblrm0!erith!#$%ho&co#'00.(p%" )*

+ER,E-R+TINET

Hata e! a# -..- e! e(4a6%e ,e3 ,e er ,e 4a4e! 4ara 4aar a er ,e4#!&4r#4&!en# 1r&enta,#9 Para e! a# -./. E(4rea P#!ar a%(ent3 !a *a4a*&,a,

,e !a 4!anta en T%r(er# ' C&)a*#a a (8 ,e (&!!#ne ,e &!# (en%a!e9

INCLUDEPICTURE "http://e1cr2pted3tb1#.%tatic.com/ima%e

$5tb1:Nd6,cRc78TT9NDm-9;pb


13/15

8do==2b#h't>7?ma@oU7h'8!7" )* +ER,E-R+TINET

E! 4r#*e# a &,# !arg#+ n# #!# re5erente a !a (#,&5&*a*ne ,e 4reenta*&3n

,e e(4a6%e+ ta(1&$n a !a ,&)era 4reenta*ne ,e! *#nten&,# ,e! 4r#,%*t#9Har&na Pan+ n# #!# a*a a! (er*a,# ar&na ,e (a72 4ara a*er are4a+ a1ar*a %n4#*# (8 a!!8: (aa e4e*&a! 4ara 5r&t%ra (aa e4e*&a! 4ara *a*a4a ' 4araa6%e!!a 4er#na 6%e 4re5&eren *%&,ar % 5&g%ra *#r4#ra! !a (e2*!a etra %a)ee*a a 1ae ,e arr#2 ' a)ena ?&ntegra!@+ a,e(8 ,e !a (e2*!a 4ara e! 4!at# t74&*#,e*e(1r&n#: !a a!!a*a9

En !a a*t%a!&,a,+ !a Har&na Pan *#nt&t%'e %n e!e(ent# een*&a! en !a (ea ,e!)ene2#!an#+ a 4ear ,e !a (ar*a,a e*ae2 ,e 4r#,%*t# ' er)&* 6%ee4er&(enta e! 4a79 E %n 4r#,%*t# ,e 4r&(era ne*e&,a, 6%e )a (8 a!!8 ,e !a&(4!e a,6%&&*&3n ,e %n 1&en 4ara e! *#n%(# 'a 6%e *#nt&t%'e %n e!e(ent#

&n*!%# &(13!&*# 6%e 5#r(a 4arte ,e Vene2%e!a9


14/15


15/15

trabajo de fundamentos de mercadeo

Documents