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Revisión del 19:08 22 ene 2010

La dirección de marketing es la aplicación práctica de las técnicas de marketing. Es el análisis, planeación, implementación y control de programas diseñados para crear, construir y mantener intercambios de beneficio mutuo con los mercados objetivo. El director de marketing tiene la tarea de influir sobre el nivel, el tiempo y la composición de la demanda de modo que pueda alcanzar los objetivos organizacionales.

La dirección de marketing implica

Comprender la estructura económica del sector industrial
Identificar los segmentos existentes en el mercado
Identificar la estrategia de marketing que mejor se adapta a la compañía
Identificar el mercado objetivo
Realizar investigación de mercado para desarrollar perfiles (demográfico, sicográfico y comportamental) del conjunto de tus clientes
Comprender a tus competidores y sus productos
Desarrollar nuevos productos
Establecer mecanismos de control del entorno para detectar amenazas y oportunidades
Comprender las fortalezas y debilidades de tu compañía
Auditar la experiencia de los clientes acerca del conjunto de la marca
Desarrollar estrategias de marketing para cada uno de los productos utilizando las variables del marketing mix: producto, precio, distribución y publicidad
Crear una ventaja competitiva duradera
Comprender dónde deben estar en el futuro las marcas de la compañía y redactar planes de marketing de forma regular para ayudar a conseguirlo
Establecer sistemas de retroalimentación (sistemas de información para la dirección) para ayudar a determinar los cambios necesarios para optimizar los procesos de mercadeo y generación de productos medios y terminales.

Cambios recientes y tendencias futuras en la Dirección de Marketing

Antes se usaban tácticas -> ahora, está enfocado hacia las estrategias de marketing
Creaba las ventas a través de la publicidad -> ahora, crea marcas a través de una estrategia de marketing integrada y coordinada que involucra a todos los puntos de contacto entre la compañía y el público
Estaba enfocada en transacciones rentables en el corto plazo -> ahora, se fija en el valor del ciclo de vida del cliente
La compañía era la unidad de análisis -> ahora, es toda la cadena de valor la que es objeto de análisis para detectar las necesidades del consumidor final
Se organizaba por unidades de producto -> ahora, se organiza por segmento de producto
Se segmentaba por variables demográficas y geográficas -> ahora, se segmenta en profundidad usando todas las variables relevantes, especialmente comportamentales como tasa de utilización, fidelidad o beneficio
Estaba enfocada en captar nuevos clientes -> ahora se basa en mantener los clientes actuales
La actividad se medía por métricas financieras -> ahora se mide por métricas de marketing, financieras y estratégicas
Pretendía satisfacer a los accionistas -> ahora, satisface a todos los implicados
El departamento de marketing hacía el marketing -> ahora, cualquier persona en la compañía hace marketing
Se trabajaba en estructuras individuales y hieráticas -> ahora, se basa en equipos de funciones cruzadas
Desarrollar e implementar un plan de marketing llevaba años -> ahora, lleva meses (o semanas)

Véase también

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