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  1. Cómo detectar en qué etapa de la relación se encuent … MK2-149

    In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.

    A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?

    This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).

    Academic Area:
    Marketing & Communications
  2. Marketing programático MK2-150

    Programmatic marketing allows the user to be impacted at an exact moment and in a specific context in such a way that this impact occurring is conditional on something happening and in milliseconds. By being marketing automation, there is technology behind it.

    The term covers a wide range of technologies that allow the purchase process, ad placement and advertising optimization to be automated.

    Because advertisers now have more information about users (pages they visit, articles they search for, what they share on their social networks, etc.), they can address them with messages more accurately than ever.

    Academic Area:
    Marketing & Communications
  3. Claves de la Customer Centricity MK2-145

    This document analyzes the conceptualization, customer centricity variables and variables that measure it in a company, it helps to evaluate if a company has customer orientation and learn what to do to reinforce it.

    Academic Area:
    Marketing & Communications
  4. Posicionamiento: elemento clave de la estrategia de … MK2-105

    The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

    This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.

    Academic Area:
    Marketing & Communications
  5. Consumers' purchasing behavior MK2-107-I

    This document summarizes the concepts and basic processes involved in consumer behavior, emphasizing how understanding consumers' needs benefits both consumers and marketers. Understanding consumer behavior can allow companies to develop a commercial strategy that is better matched to consumers, which will increase demand and optimize the means to generate that demand. Some of the main challenges are the variability of behavior, its changing nature, and the complexities of studying it. The note delves into how consumer behavior can be studied in a systematic and precise way by using a wide range of theoretical approaches and models and how it can be affected by factors such as environmental influences (economic, political, technological and cultural context) and marketing actions. The document outlines the various psychological factors involved in decision-making (personality, lifestyles, beliefs and attitudes, motivation, perception and learning) as well as the non-psychological ones (age, sex, location, etc.) which allow the marketer to better understand the consumers’ buying habits. It explains the basic decision-making model in depth and how consumers’ behaviors can play an active role in generating value for the company or the opposite thanks to undesired behaviors such as boycotts, complaints and negative word of mouth. It wraps up by describing how to move consumers from habit buying to decision making.

    Academic Area:
    Marketing & Communications
  6. Estrategia de producto: conceptos, tipologías herram … MK2-106

    This note introduces readers to concepts about products. It explains various definitions of what a product is, emphasizing that products are not what the producer wants them to be but how the consumer perceives them. It looks at the value hierarchy for the customer and the levels of the product (core benefit, generic product, expected product, augmented product and potential product) and then goes on to explain its physical and psychological attributes. Next, it delves into the brand emphasizing that it is one of the key elements of the commercial strategy used for products and a valuable strategic asset and then takes a look at the brand identity. Using Nike as a practical example, it introduces readers to the hierarchy of benefits and how to use the brand’s attributes to identify the final identity of the brand. It describes the differences between consumer goods, industrial goods and services and also talks about how to manage a portfolio of products using Procter & Gamble and Pantene as an example. Then it describes the stages of the product market life cycle and how it is essential for any company that wishes to remain profitable over the long term to develop new products. Looking at the Ansoff Matrix, readers are introduced to four different strategies regarding products and markets. Lastly, the note explains the BCG growth/relative market share matrix to show how to determine the strategic situation of a company’s products/markets and the AC matrix to determine the attractiveness and competitiveness of a market.

    Academic Area:
    Marketing & Communications
  7. Positioning: a key factor in marketing strategy MK2-105-I

    The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

    This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.

    Academic Area:
    Marketing & Communications
  8. Política de distribución (I) MK2-110

    This note explains the concepts and basic functions of the distribution phase of a company, as well as the possible channels to utilize for such phase. It also goes into the relationship that develops between manufacturer and distribution companies.

    Academic Area:
    Marketing & Communications
  9. Comportamiento de compra de los consumidores MK2-107

    This document summarizes the concepts and basic processes involved in consumer behavior, emphasizing how understanding consumers' needs benefits both consumers and marketers. Understanding consumer behavior can allow companies to develop a commercial strategy that is better matched to consumers, which will increase demand and optimize the means to generate that demand. Some of the main challenges are the variability of behavior, its changing nature, and the complexities of studying it. The note delves into how consumer behavior can be studied in a systematic and precise way by using a wide range of theoretical approaches and models and how it can be affected by factors such as environmental influences (economic, political, technological and cultural context) and marketing actions. The document outlines the various psychological factors involved in decision-making (personality, lifestyles, beliefs and attitudes, motivation, perception and learning) as well as the non-psychological ones (age, sex, location, etc.) which allow the marketer to better understand the consumers’ buying habits. It explains the basic decision-making model in depth and how consumers’ behaviors can play an active role in generating value for the company or the opposite thanks to undesired behaviors such as boycotts, complaints and negative word of mouth. It wraps up by describing how to move consumers from habit buying to decision making.

    Academic Area:
    Marketing & Communications
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