Incidencia del neuromarketing en el segmento del consumidor de la tercera edad, implicaciones sobre el diseño del marketing mix para el fármaco expit en la Ciudad de Guayaquil
Fecha
2017
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El siguiente proyecto está basado en un estudio de investigación que tiene como objetivo determinar la incidencia del Neuromarketing en el segmento de la tercera edad en la ciudad de Guayaquil con la finalidad de aplicar estrategias de Marketing Mix para posicionar la marca del fármaco EXPIT. Para el desarrollo del proyecto se tuvo que considerar aspectos como el de explorar los fundamentos del neuromarketing para así lograr el posicionamiento del fármaco Expit, se diagnosticó la situación de la marca Expit y determinar posibles estrategias de marketing mix, finalmente se propuso un plan estratégico de marketing mix usando herramientas de neuromarketing. Para la obtención de datos certeros se tuvo que recurrir hasta el lugar donde se desarrollaba la problemática. Para esta ocasión el lugar fue la ciudad de Guayaquil y se estudió a los hombres mayores de 65 a través de una encuesta, puesto que mediante esta herramienta se pudo conseguir información más precisa para así dar un mejor desarrollo y solución al proyecto. Finalmente, en la propuesta se empleó un plan estratégico. Se propuso lo mencionado con la finalidad de posicionar a la marca Expit en el mercado guayaquileño usando diversas estrategias de producto como son producto, precio, plaza y promoción para lograr captar al público objetivo que en este caso son los hombres de la tercera edad de la ciudad de Guayaquil. Además, se realizó un análisis situacional de la marca, se crearon estrategias de marketing mix para aumentar el posicionamiento de la marca. El propósito de la propuesta es que la marca sea reconocida a nivel nacional por poseer sus atributos además del cambio de presentación para beneficio de todos los consumidores
The following project is based on a research study that aims to determine the incidence of Neuromarketing in the segment of the elderly in the city of Guayaquil with the purpose of applying Marketing Mix strategies to position the brand of drug EXPIT. For the development of the project had to consider aspects such as exploring the fundamentals of neuromarketing to achieve the positioning of the drug Expit, diagnosed the situation of the Expit brand and determine possible strategies of marketing mix, finally proposed a strategic plan Marketing mix using neuromarketing tools. In order to obtain accurate data it was necessary to resort to the place where the problem was developed. For this occasion the place was the city of Guayaquil and men over 65 were studied through a survey, since through this tool it was possible to obtain more precise information in order to give a better development and solution to the project. Finally, a strategic plan was used in the proposal. The aforementioned was proposed with the purpose of positioning the Expit brand in the Guayaquil market using various product strategies such as product, price, place and promotion to capture the target audience that in this case are men of the third age of the City of Guayaquil. In addition, a situational analysis of the brand was carried out, marketing mix strategies were created to increase brand positioning. The purpose of the proposal is that the brand be recognized nationally for possessing its attributes in addition to the change of presentation for the benefit of all consumers.
The following project is based on a research study that aims to determine the incidence of Neuromarketing in the segment of the elderly in the city of Guayaquil with the purpose of applying Marketing Mix strategies to position the brand of drug EXPIT. For the development of the project had to consider aspects such as exploring the fundamentals of neuromarketing to achieve the positioning of the drug Expit, diagnosed the situation of the Expit brand and determine possible strategies of marketing mix, finally proposed a strategic plan Marketing mix using neuromarketing tools. In order to obtain accurate data it was necessary to resort to the place where the problem was developed. For this occasion the place was the city of Guayaquil and men over 65 were studied through a survey, since through this tool it was possible to obtain more precise information in order to give a better development and solution to the project. Finally, a strategic plan was used in the proposal. The aforementioned was proposed with the purpose of positioning the Expit brand in the Guayaquil market using various product strategies such as product, price, place and promotion to capture the target audience that in this case are men of the third age of the City of Guayaquil. In addition, a situational analysis of the brand was carried out, marketing mix strategies were created to increase brand positioning. The purpose of the proposal is that the brand be recognized nationally for possessing its attributes in addition to the change of presentation for the benefit of all consumers.
Descripción
Palabras clave
NEUROMARKETING, CONSUMIDOR, MARKETING MIX, ESTRATEGIAS