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Marketing Paper

833 words - 3 pages

PAGE PAGE 1 Marketing Paper
Marketing PaperEl mercadeo que se utiliza de negocio-a-negocio (B2B) y que se utiliza en empresa a consumidor (B2C) son similares similar pero tienen sus diferencias. A pesar de que ambas empresas operan en el mismo entorno, la diferencias en el mensaje de mercadeo pueden ser muy distinta. En este ensayo analizare el mercadeo, sus diferencias y las similitudes que pueden existir entre las entidades B2B y B2C.Los programas de mercadeo tienden a ser los mismos para un B2B y uno B2C. Las herramientas de mercadeo, como el mercadeo directo, la publicidad, el mercadeo a través del internet, las relaciones públicas, y las alianzas son las mismas para ambos tipos de empresas. La gran diferencia entre la comercialización de un B2B en comparación con un B2C se distingue en cómo estas herramientas de mercadeo son utilizadas, lo que dicen, cómo se llevan a cabo y cuál será el resultado del esfuerzo de comercialización. El primer paso en la comercialización de B2B y B2C es igual para las dos entidades. Esta tarea es identificar el público objetivo y determinar lo que necesitan saber de la empresa. Una vez que esto se determina, el programa de mercadeo B2B y B2C se difieren(Murphy, 2002).El plan de mercadeo B2B normalmente intenta convertir prospectos potenciales en clientes reales. Esta campaña de mercadeo tiende a ser un proceso muy largo y complicado. El B2B se centrará en la construcción de una relación sólida con clientes prospectos de negocios futuros que eventualmente pueden convertirse en un cliente y una venta real. Los programas de mercadeo B2B intentan educar a distintos grupos dentro del público objetivo, ya que en una empresa B2B la decisión de comprar productos es tomada por varios individuos de la empresa. A modo de ejemplo, en una campaña por correo electrónico el objeto es tener perspectivas de ir a la página web del B2B para aprender más sobre las características del producto, las prestaciones y los servicios B2B que pueden ser proporcionados. (B2B Vs. B2C Email, 2008)El plan de mercadeo para un comercio B2C se centrará en cambiar una persona que va a un negocio sin la decisión de adquirir un producto en un comprador. El plan de mercadeo B2C tiende a ser agresivo y consistente, con el fin de enviar siempre el mismo mensaje al consumidor. Las herramientas de mercadeo utilizadas consisten en cupones de descuentos, ofertas y demostraciones visuales atraves del "web" con el fin de influenziar el consumidor a comprar productos del B2C.Una campaña de...

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