APLICACIÓN DE LOS CONJUNTOS DE SELECCIÓN EN LA ESTRATEGIA DE MERCADEO (Article published in Spanish)

Authors

  • José Roberto Concha Velásquez Candidato a Doctorado en Negocios. Tulane University. USA. Master of Management. Tulane University. USA. Magíster en Ingeniería Industrial y Sistemas, Universidad del Valle. Colombia. Ingeniero Químico, Universidad del Valle. Colombia. Departamento de Mercadeo, Universidad ICESI. Colombia
  • Silvio Borrero Caldas Magíster en Administración, Universidad Icesi. Colombia. Especialista en Sistemas Gerenciales de Ingeniería, Pontificia Universidad Javeriana. Colombia. Ingeniero Industrial, Pontificia Universidad Javeriana. Colombia.

Keywords:

Awareness set, life cycle, consideration set, choice set, evoked set, key exit factors, loop, marketing, share, positioning, sustainability

Abstract

Positioning and brand awareness are common concerns among any company selling goods or services. Such concern should serve as starting point for any strategy intended to gain new markets or to reinforce current market-share. Using strategic analysis techniques and direct on-site research, this study proposes a general marketing strategy focused on specific segments with diverse needs. If any proposed measures are to be implemented, their final objective should be the inclusion of the company in a larger number of customers selection sets.

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Published

2003-03-31

Issue

No. 86 Ene-Mar 2003

Section

Research articles

License

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How to Cite

APLICACIÓN DE LOS CONJUNTOS DE SELECCIÓN EN LA ESTRATEGIA DE MERCADEO (Article published in Spanish). (2003). Estudios Gerenciales, (86), 13-38. https://webcache.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/104