En administración empresarial, la mercadotecnia estratégica adopta el punto de vista de una organización en particular para desarrollar planes y estrategias a largo plazo con el objetivo de crear y capturar valor en el mercado. La mercadotecnia es estratégica cuando combina el análisis de mercado con la planificación estratégica para diferenciar una empresa de sus competidores y crear valor para sus clientes y la sociedad.[19]​ La mercadotecnia estratégica se caracteriza por identificar las condificiones de mercado, la voz del consumidor, y las ventajas competitivas para decidir ofertas comerciales.[20]​ Debido a que la mercadotecnia estratégica adopta la postura de una empresa en particular, la responsabilidad recae en un área funcional de la organización, como puede ser el área de la mercadotecnia, área comercial, el departamento de mercadotecnia, etcétera. Como estrategia, la mercadotecnia implican las acciones que una empresa puede hacer en el mercado (consumidores finales), con una visión de rentabilidad a corto y a largo plazo. Al identificar las necesidades del consumidor, las empresas elaboran productos y/o servicios que satisfaga las mismas promoviendo el intercambio de estos con los clientes, a cambio de una utilidad o beneficio. La mercadotecnia tiene también como objetivo favorecer el intercambio de valor entre dos partes (comprador y vendedor), de manera que ambas resulten beneficiadas.

The Marketing Mix (The “Ps”)

The marketing mix (in English marketing mix) are the tools that the company uses to implement marketing strategies and achieve established objectives. These tools are also known as the P's of marketing. The marketing mix, which describes the details of the product and how it will be sold, is affected by the environment surrounding the development, the results of marketing research and market research, and the characteristics of the product's target market. Once these factors are determined, marketers must decide methods of promoting the product, including coupons and other incentives.

Many authors do not reach an agreement regarding the number of elements that make up the mixture. For example, Philip Kotler and Gary Armstrong state that there are four marketing variables (cf. [22]​[23]​); However, more recent authors[24]​[25][26]​ have adopted different theoretical structures that change the four traditional "Ps" (Price, Distribution ["Place" in English], Promotion, and Product), taking into account more aspects such as people and processes, which have entirely administrative aspects, but are part of marketing decisions.

One of the distinctive practices in marketing is the use of empirical commercial research to solve business challenges.[27]​ The practice called marketing research seeks to generate commercial strategies based on the voice of the consumer.[9]​ Marketing research is a tool that systematically generates information on markets and consumer behavior to provide relevant information for making strategic decisions." Marketing research can focus on the following groups.

El proceso consta de varias fases:.

First phase: strategic marketing

Before producing an item "Product (marketing)") or offering any service, management must analyze the opportunities offered by the market; That is, who are the consumers you want to serve (target market), what purchasing capacity would they have when purchasing the product or service, and if it meets their needs. In this phase, market research is used to understand in detail the tastes and preferences of consumers.[8]​ In addition, they also have to detect what their possible competitors are, what products they are offering and what their marketing policy is, what are the substitute and complementary products offered in the market, the news and probabilities regarding the entry of new competitors and possible suppliers.[9]​ They must also carry out an internal analysis of the company to determine if it really has the necessary resources (if it has sufficient and qualified personnel, if it has the required capital, etc.). Finally, it is necessary to analyze which distribution policy is most appropriate for the product or service to reach the consumer. With all the data, the company makes a diagnosis. If this is positive, the objectives are set and the guidelines are set to achieve them, determine which customers you want to target and what kind of product you want. The strategic process materializes in the creation of a value proposition, where the company configures its offer, focusing it on its target group through an appropriate market segmentation process.

Second phase: Implementation

The second phase seeks to implement the strategy. The key is knowing how, where and when to present the product or offer the service. Advertising is a very important aspect, but without a marketing plan it would be dull and unattractive to the public, which would mean another expense for the company. In the ideal case, marketing becomes a business philosophy so that in the organization all areas (and not just marketing) must act in accordance with it and respond to the authentic needs of customers and consumers.

Third phase: execution of the marketing program

Finally, the corresponding department is assigned the execution of the planned actions and the means to carry them out are established, as well as the procedures and techniques that will be used. Likewise, mechanisms must be created to evaluate the results of the established plan and determine how effective it has been.

Fourth phase: control

It involves establishing those feedback and evaluation mechanisms with which the degree of compliance with the objectives can be verified and establishing any corrections that may be necessary. Some of the controls are:

In history and in the context of commerce, different orientations or approaches to doing business have emerged.[29]​ These approaches are still present in some industries and markets, although today marketing is increasingly market and customer-oriented.[30]​.

Sales orientation: When the market is expanding and there are several companies fighting for dominance, your effort is focused on increasing sales. As it is a new product, the consumer is not very demanding and buys it mainly based on price.

After market-oriented marketing, some authors opt for the social marketing orientation, while other authors indicate a paradigmatic change, emerging other orientations such as, for example: social marketing, relationship marketing (Alet, Barroso and Martin), 1x1 marketing (Rogers and Peppers), holistic marketing (Kotler), among others.

Especialistas en mercadotecnia relacional y de servicios, como Christian Grönroos, definen un servicio como una oferta comercial intangible, que al momento de su intercambio, cliente y proveedor establecen alguna forma de interacción, a través de actos, esfuerzos y situaciones cuyo resultado no se traduce en una transferencia de propiedad.[36]​.

Las características de los servicios:.

Peculiarities of services marketing

Services marketing is an area of ​​marketing that adapts some of its practices to the peculiarities of services. Three components of the relationship take on special relevance: the client, the human team that delivers the service, and the physical and digital channels that connect them. Some specific tools stand out such as: service design, customer experience and customer management.

Service gap model

The service quality gap model proposed by Zeithaml serves as a framework for service organizations to attempt to improve service quality and service marketing.

In this model, 5 gaps are described:

To the extent that one or more of the gaps exist, customers will perceive deficiencies in service quality.

The product life cycle (CVP) is a tool used by marketing managers to measure the progress of a product, especially as it relates to sales or revenue accumulated over time. The CVP is based on a few key assumptions:

In the introduction phase, a product is launched on the market. To stimulate sales/revenue growth, the use of advertising can be high to raise awareness of the product in question.

During the growth stage, product sales and revenue increase, which can stimulate more marketing communications to maintain sales. More participants enter the market to reap the apparent high profits that the industry produces.

When the product reaches its maturity, it begins to level out, and an increasing number of participants in a market produces drops in the price of the product. Companies can use sales promotions to increase sales.

During the decline, the demand for a good begins to decrease and the company may choose to stop manufacturing it. This is true if the income from the product comes from production efficiency savings over the actual sales of a good or service. However, suppose that a product serves a niche market or is complementary to another product. In that case, manufacturing of the product can continue, even though the level of sales and income is low.

Green marketing is also known as ecological marketing, environmental marketing, eco-marketing and sustainable marketing. This type of marketing is a branch of social marketing, which seeks to adapt the efforts in this area of ​​the company to give it an environmental focus, both social and business.

Environmental marketing is an indicator that shows us how the consumer's mentality has evolved. Due to this, green consumers or environmental consumers are created. They are concerned about the cost of products in the current market, but not only about the production and sales costs, but mainly about the environmental damage generated by the products and services they acquire and that until now no company had taken into account, so currently clients and consumers seek to acquire products or services that take this environmental damage into account in order to make an intelligent purchase that does not harm the environment.

Although there are many legitimate examples of green marketing, it is often used as a form of greenwashing. This has negative consequences in that it confuses the consumer, and creates skepticism towards environmental claims. There are more and more organizations that monitor and report these practices. Furthermore, by engaging in misleading green advertising, a company may face lawsuits for unfair competition.

En administración empresarial, la mercadotecnia estratégica adopta el punto de vista de una organización en particular para desarrollar planes y estrategias a largo plazo con el objetivo de crear y capturar valor en el mercado. La mercadotecnia es estratégica cuando combina el análisis de mercado con la planificación estratégica para diferenciar una empresa de sus competidores y crear valor para sus clientes y la sociedad.[19]​ La mercadotecnia estratégica se caracteriza por identificar las condificiones de mercado, la voz del consumidor, y las ventajas competitivas para decidir ofertas comerciales.[20]​ Debido a que la mercadotecnia estratégica adopta la postura de una empresa en particular, la responsabilidad recae en un área funcional de la organización, como puede ser el área de la mercadotecnia, área comercial, el departamento de mercadotecnia, etcétera. Como estrategia, la mercadotecnia implican las acciones que una empresa puede hacer en el mercado (consumidores finales), con una visión de rentabilidad a corto y a largo plazo. Al identificar las necesidades del consumidor, las empresas elaboran productos y/o servicios que satisfaga las mismas promoviendo el intercambio de estos con los clientes, a cambio de una utilidad o beneficio. La mercadotecnia tiene también como objetivo favorecer el intercambio de valor entre dos partes (comprador y vendedor), de manera que ambas resulten beneficiadas.

The Marketing Mix (The “Ps”)

The marketing mix (in English marketing mix) are the tools that the company uses to implement marketing strategies and achieve established objectives. These tools are also known as the P's of marketing. The marketing mix, which describes the details of the product and how it will be sold, is affected by the environment surrounding the development, the results of marketing research and market research, and the characteristics of the product's target market. Once these factors are determined, marketers must decide methods of promoting the product, including coupons and other incentives.

Many authors do not reach an agreement regarding the number of elements that make up the mixture. For example, Philip Kotler and Gary Armstrong state that there are four marketing variables (cf. [22]​[23]​); However, more recent authors[24]​[25][26]​ have adopted different theoretical structures that change the four traditional "Ps" (Price, Distribution ["Place" in English], Promotion, and Product), taking into account more aspects such as people and processes, which have entirely administrative aspects, but are part of marketing decisions.

One of the distinctive practices in marketing is the use of empirical commercial research to solve business challenges.[27]​ The practice called marketing research seeks to generate commercial strategies based on the voice of the consumer.[9]​ Marketing research is a tool that systematically generates information on markets and consumer behavior to provide relevant information for making strategic decisions." Marketing research can focus on the following groups.

El proceso consta de varias fases:.

First phase: strategic marketing

Before producing an item "Product (marketing)") or offering any service, management must analyze the opportunities offered by the market; That is, who are the consumers you want to serve (target market), what purchasing capacity would they have when purchasing the product or service, and if it meets their needs. In this phase, market research is used to understand in detail the tastes and preferences of consumers.[8]​ In addition, they also have to detect what their possible competitors are, what products they are offering and what their marketing policy is, what are the substitute and complementary products offered in the market, the news and probabilities regarding the entry of new competitors and possible suppliers.[9]​ They must also carry out an internal analysis of the company to determine if it really has the necessary resources (if it has sufficient and qualified personnel, if it has the required capital, etc.). Finally, it is necessary to analyze which distribution policy is most appropriate for the product or service to reach the consumer. With all the data, the company makes a diagnosis. If this is positive, the objectives are set and the guidelines are set to achieve them, determine which customers you want to target and what kind of product you want. The strategic process materializes in the creation of a value proposition, where the company configures its offer, focusing it on its target group through an appropriate market segmentation process.

Second phase: Implementation

The second phase seeks to implement the strategy. The key is knowing how, where and when to present the product or offer the service. Advertising is a very important aspect, but without a marketing plan it would be dull and unattractive to the public, which would mean another expense for the company. In the ideal case, marketing becomes a business philosophy so that in the organization all areas (and not just marketing) must act in accordance with it and respond to the authentic needs of customers and consumers.

Third phase: execution of the marketing program

Finally, the corresponding department is assigned the execution of the planned actions and the means to carry them out are established, as well as the procedures and techniques that will be used. Likewise, mechanisms must be created to evaluate the results of the established plan and determine how effective it has been.

Fourth phase: control

It involves establishing those feedback and evaluation mechanisms with which the degree of compliance with the objectives can be verified and establishing any corrections that may be necessary. Some of the controls are:

In history and in the context of commerce, different orientations or approaches to doing business have emerged.[29]​ These approaches are still present in some industries and markets, although today marketing is increasingly market and customer-oriented.[30]​.

Sales orientation: When the market is expanding and there are several companies fighting for dominance, your effort is focused on increasing sales. As it is a new product, the consumer is not very demanding and buys it mainly based on price.

After market-oriented marketing, some authors opt for the social marketing orientation, while other authors indicate a paradigmatic change, emerging other orientations such as, for example: social marketing, relationship marketing (Alet, Barroso and Martin), 1x1 marketing (Rogers and Peppers), holistic marketing (Kotler), among others.

Especialistas en mercadotecnia relacional y de servicios, como Christian Grönroos, definen un servicio como una oferta comercial intangible, que al momento de su intercambio, cliente y proveedor establecen alguna forma de interacción, a través de actos, esfuerzos y situaciones cuyo resultado no se traduce en una transferencia de propiedad.[36]​.

Las características de los servicios:.

Peculiarities of services marketing

Services marketing is an area of ​​marketing that adapts some of its practices to the peculiarities of services. Three components of the relationship take on special relevance: the client, the human team that delivers the service, and the physical and digital channels that connect them. Some specific tools stand out such as: service design, customer experience and customer management.

Service gap model

The service quality gap model proposed by Zeithaml serves as a framework for service organizations to attempt to improve service quality and service marketing.

In this model, 5 gaps are described:

To the extent that one or more of the gaps exist, customers will perceive deficiencies in service quality.

The product life cycle (CVP) is a tool used by marketing managers to measure the progress of a product, especially as it relates to sales or revenue accumulated over time. The CVP is based on a few key assumptions:

In the introduction phase, a product is launched on the market. To stimulate sales/revenue growth, the use of advertising can be high to raise awareness of the product in question.

During the growth stage, product sales and revenue increase, which can stimulate more marketing communications to maintain sales. More participants enter the market to reap the apparent high profits that the industry produces.

When the product reaches its maturity, it begins to level out, and an increasing number of participants in a market produces drops in the price of the product. Companies can use sales promotions to increase sales.

During the decline, the demand for a good begins to decrease and the company may choose to stop manufacturing it. This is true if the income from the product comes from production efficiency savings over the actual sales of a good or service. However, suppose that a product serves a niche market or is complementary to another product. In that case, manufacturing of the product can continue, even though the level of sales and income is low.

Green marketing is also known as ecological marketing, environmental marketing, eco-marketing and sustainable marketing. This type of marketing is a branch of social marketing, which seeks to adapt the efforts in this area of ​​the company to give it an environmental focus, both social and business.

Environmental marketing is an indicator that shows us how the consumer's mentality has evolved. Due to this, green consumers or environmental consumers are created. They are concerned about the cost of products in the current market, but not only about the production and sales costs, but mainly about the environmental damage generated by the products and services they acquire and that until now no company had taken into account, so currently clients and consumers seek to acquire products or services that take this environmental damage into account in order to make an intelligent purchase that does not harm the environment.

Although there are many legitimate examples of green marketing, it is often used as a form of greenwashing. This has negative consequences in that it confuses the consumer, and creates skepticism towards environmental claims. There are more and more organizations that monitor and report these practices. Furthermore, by engaging in misleading green advertising, a company may face lawsuits for unfair competition.