Fernanda Guzmán Zamora

Ronaldo Castelo Flores

Fausto García Román
Francisco Navarro Macias

Basic Marketing Concepts

When anyone is starting a project there are some questions that should always be asked in
order to begin properly.

 It is a good idea?
 Who is my potential client?
 What will be the reaction of the competitor?
 The idea will be accepted in the market?
 How do I know if people like it?
 How to know about the project?
 How easy is it to copy the idea?

Entrepreneurs often carry out promotional and advertising activities, but marketing is more
than that. There are many marketing activities that must be done before starting a new
project.

Burstiner mentions a method of "marketing concept" easy to remember

1. Identify target customer groups

2. Find out as much as possible of their needs and wishes
3. Try to satisfy them with products and/or services, supported by the promotion
available at the right time and place

In short, marketing is the way in which a product is presented, priced, sold and distributed
to potential customers as well as for lucrative companies.

Market analysis is the first step to start what we know as a Marketing Plan.
 Market
Target market
segmentation
Market analysis
Potential market
research Sales forecast

Market Segmentation
A market is not a homogenous whole, each consumer has its own needs.
Between the extremes of making a product tailored for each consumer (sometimes not
profitable for the company) and making a single product there is a middle ground: market
segmentation

What is market segmentation?

The process of dividing a potential market in different groups of consumers and selecting
one or more segments as market goal to communicate a marketing strategy.
Important Segments

 Psychological
 Psychographic
 Related to the use
 Situational
 Benefits
 Geographic
 Demographic
 Social-economic
 Social-culture

Target Market Goal

 Who Uses Market Segmentation?

 Consumer product marketers.
 Stores (Retail Sellers)
 Hotels
 Manufacturing Industry
 Marketers
 Charities
 Real estate, etc
Positioning
Establish a specific image for a brand in relation to the brands of the competition

Market research

What is suggested is to follow a procedure to gather all the information you will need about
your market, based on a series of steps called "Market Research".

Market research is the collection, storage and analysis of information concerning the
market for goods and services.

Meyer and Allen in 2000 indicate the following steps:

Step 1: Analyze your information needs:

Customer needs?
Client's profile?
What do you like or dislike?
What about the competition?
What kind of people are you most likely to like that idea?

Step 2: Start with secondary data:

Start your research by gathering
Information of databases, governmental entities, etc. (If this product or service is really
new you probably cannot get information, so you can skip this step)

Step 3: Collect primary data:

The design and application of surveys is a very common practice; Basically, you determine
the type of information that you consider will be important for your investigation.

Step 4: Organize your data:

You have a lot of information, it is important that you present your reports by graphs and
that you always record your results.

Step 5: Analyze your data:

Do you have a market for your idea?
How big is it?
What are your advantages and disadvantages?
Now you must step back or move on?

Moorman and Halloran added more specific steps to this process, which are listed below
with some adjustments:

Step 6: Implement your data:

What happens after you get your results?
It is important to write an action plan!
How, when and where will it start?
It's time to make decisions

Step 7: Evaluate your actions:

The actions must be evaluated regularly.

Market research is a continuous process that does not end with all the steps mentioned
above, due to changes in the population, new trends that arise in all industries, the needs
of their markets that could change, some competitors that could add more dynamism to
the market. Therefore, it is important that they are always alert to market behavior.

TARGET MARKET

This is a group of clients in whom the entrepreneurial project will apparently have the best
impact, which could be reflected in sales.

These customers are your "ideal type of customer" Creating a relationship with the ideal
type of client could increase the project considerably

SALES FORECAST

It is a prediction of "how much of a product or service can be sold within a given market for
a defined period"

If this is defined in money, it is called revenue forecast

It defines Is called It help's to Example:

Estimate how much money you can we will have sales for $ 25,000.00 the
Money Income forecast
expect to earn from sales next two weeks
We will have to provide 30 hours of
sales forecast by Order raw materials, plan production,
Units child care service for the next 3 weeks
units contact suppliers and distributors.
at "x" price per hour