Análisis de la aplicación de estrategias de marketing de servicios en la comercialización de purificadores de agua en la Ciudad de Portoviejo
Fecha
2015
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La sociedad del siglo XXI se enfrenta cada vez a mayores y más complejos problemas que atentan a su supervivencia y al desarrollo de sus actividades: entre los múltiples problemas que enfrenta la sociedad, ha cobrado especial interés el problema del agua para consumo humano, situación que ha concitado la atención no solo de científicos y políticos, sino también de la sociedad en general.
Entre los problemas asociados con el agua, se puede mencionar por una parte su escasez que obliga a pensar en estrategias de moderación para su consumo; y por otra parte, los niveles de contaminación que conducen indefectiblemente a implementar alternativas que contrarresten este fenómeno.
Estudios realizados por diferentes investigadores dan cuenta que el agua destinada al consumo humano es relativamente poca; se estima que el 90% del agua existente en el planeta es agua de mar, el 2% es hielo polar, y que el 8% es dulce, encontrándose este último en ríos, lagos y mantos subterráneos, por lo que para ser utilizada sin riesgo para el consumo humano, será necesario que esta sea tratada, buscando eliminar las partículas y organismos que puedan atentar a la salud humana. Las fuentes que proveen agua dulce para consumo humano, denotan hoy en día una acelerada extinción, lo cual pudiera ser producto de los cambios climáticos y de suelo, cuyas características se ven en las inundaciones, sequías y desertización, aspectos naturales que unidos a la acción humana agudizan la problemática hídrica para consumo humano.
Frente a estos y otros problemas del agua para consumo humano, hoy en día constituye prioridad en la agenda política, la implementación de estrategias que promuevan alguna solución para superar los problemas de escasez y por consiguiente del acceso al agua; en este sentido, para definir los aspectos de la conservación del recurso agua, este deberá ser entendido como un proceso en el que intervienen varios sectores, en la que la estrategia deberá considerar categorías tales como: lo económico, lo social, lo biológico, lo político, entre otros. Es en este marco en el que los estudios del marketing, pudieran constituir una vía estratégica para solucionar los problemas de contaminación del agua para consumo humano.
No obstante del reconocimiento que existen diversos estudios que buscan definir al marketing, para objeto de la presente investigación, este es definido desde la concepción de Philip Kotler como “la ciencia y el arte de explorar, crear y entregar valor para satisfacer las necesidades de un mercado objetivo y obtener así una utilidad”. Bajo esta premisa, se alude al ser humano como un individuo con múltiples necesidades y deseos, a los que habrá que habrá de dar respuesta a partir de la aplicación de ciertas estrategias en las que se privilegie el servicio antes que el bien material.
Por otra parte, la presente investigación asume el término servicio como aquellas actividades económicas que se trasladan de un sector a otro, a cambio de dinero, tiempo y esfuerzo, en la que el demandante del servicio espera obtener valor al acceder a estos bienes, sin que esto signifique adquirir la propiedad de los elementos físicos involucrados.
En el desarrollo de la investigación, se distingue conceptualmente el término producto del término servicios, profundizando en el servicio al cliente, lo cual ha servido para que al hablar de marketing de servicios, nos refiramos al servicio como producto fundamental, y que para el presente caso, este se encuentra asociado a satisfacer necesidades de purificación de agua para el consumo humano.
The XXI century is increasingly confronted to bigger and more complex problems that threaten their survival and development of their activities: among the many problems facing society, has gained particular interest is the problem of drinking water, a situation that It has attracted the attention not only of scientists and politicians, but also of society in general. Among the problems associated with water, one can mention on the one hand the shortage that forces you to think in moderation strategies for consumption; and moreover, the levels of pollution that lead inevitably to implement alternatives to counter this phenomenon. Studies by different researchers realize that water intended for human consumption is relatively low; it is estimated that 90% of the water existing on the planet is seawater, 2% is polar ice, and that 8% is fresh, the latter being in rivers, lakes and underground aquifers, so to be used without risk for human consumption, it is necessary to have it processed, looking remove particles and organisms that could harm human health. The sources that provide fresh water for human consumption, today denote accelerated extinction, which could be the result of climate changes and soil whose characteristics are in floods, droughts and desertification, natural aspects linked to action human acute water problems for human consumption. Faced with these and other problems of drinking water today is high on the political agenda, the implementation of strategies to promote a solution to overcome problems of scarcity and therefore access to water; in this regard, to define aspects of the conservation of water resources, this should be understood as a process in which various sectors involved in the strategy should consider categories such as economic, social, biological, political, among others. It is in this framework that marketing studies, could be a strategic way to solve the problems of contamination of water for human consumption. However recognizing that there are several studies that seek to define the marketing, to the subject of this investigation, this is defined from the conception of Philip Kotler as "the science and art of exploring, creating and delivering value to meet the needs of the one target market and thus make a profit. " Under this premise, it refers to the human being as an individual with multiple needs and desires, which will it be to respond from the application of certain strategies in which the service is privileged before the material well. Moreover, this research takes the term service as those economic activities that move from one sector to another, in exchange for money, time and effort, in which the plaintiff in the expected service value to access these assets without that means acquiring ownership of the physical elements involved. In the course of the investigation, conceptually distinguishes the term of the term product services, deepen customer service, which has served to discuss marketing the services, we refer to the service as a key product, and that this If this is associated with meeting needs in water purification for human consumption
The XXI century is increasingly confronted to bigger and more complex problems that threaten their survival and development of their activities: among the many problems facing society, has gained particular interest is the problem of drinking water, a situation that It has attracted the attention not only of scientists and politicians, but also of society in general. Among the problems associated with water, one can mention on the one hand the shortage that forces you to think in moderation strategies for consumption; and moreover, the levels of pollution that lead inevitably to implement alternatives to counter this phenomenon. Studies by different researchers realize that water intended for human consumption is relatively low; it is estimated that 90% of the water existing on the planet is seawater, 2% is polar ice, and that 8% is fresh, the latter being in rivers, lakes and underground aquifers, so to be used without risk for human consumption, it is necessary to have it processed, looking remove particles and organisms that could harm human health. The sources that provide fresh water for human consumption, today denote accelerated extinction, which could be the result of climate changes and soil whose characteristics are in floods, droughts and desertification, natural aspects linked to action human acute water problems for human consumption. Faced with these and other problems of drinking water today is high on the political agenda, the implementation of strategies to promote a solution to overcome problems of scarcity and therefore access to water; in this regard, to define aspects of the conservation of water resources, this should be understood as a process in which various sectors involved in the strategy should consider categories such as economic, social, biological, political, among others. It is in this framework that marketing studies, could be a strategic way to solve the problems of contamination of water for human consumption. However recognizing that there are several studies that seek to define the marketing, to the subject of this investigation, this is defined from the conception of Philip Kotler as "the science and art of exploring, creating and delivering value to meet the needs of the one target market and thus make a profit. " Under this premise, it refers to the human being as an individual with multiple needs and desires, which will it be to respond from the application of certain strategies in which the service is privileged before the material well. Moreover, this research takes the term service as those economic activities that move from one sector to another, in exchange for money, time and effort, in which the plaintiff in the expected service value to access these assets without that means acquiring ownership of the physical elements involved. In the course of the investigation, conceptually distinguishes the term of the term product services, deepen customer service, which has served to discuss marketing the services, we refer to the service as a key product, and that this If this is associated with meeting needs in water purification for human consumption