Mercadotecnia - Unidad 1 - Fundamentos de Mercadotecnia

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Dnrmkh`xnmegk

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Mkrkmxnrä}xgmk} Mkrkmxnrä}xgmk} hn ck K}gaekx~rk N}xk k}gaekx~rk ky`rxk kc ynrogc hn Mèxkh`r Yúbcgm` ck mkykmghkh ykrk o~ehkdnexkr ck} hnmg}gèn} }`brn ck m`dnrmgkcgzkmgýe hn c`} yr`h~mx`} hn m~kc{~gnr ndyrn}k% Ne ~e }nexgh` kdycg`# ck dnrmkh`xnmegk dnrmkh`xnme gk mè}g}xn ne x`hk} ck} kmxgvghkhn} ghnkhk} ykrk anenrkr ` okmgcgxkr ~e gexnrmkdbg` {~n }n fkak mè ck gexnemgýe hn }kxg}okmnr ck} enmn}ghkhn} f~dkek} w `rakegzkmgèkcn}% `rakegzkmgèk cn}% Ne nc dkrlnxgea ykrxgmgyke `rakegzkmgèn} c~mrkxgvk} w e` c~mrkxgvk}< c`} yr`h~mx`} `bjnx`} hnc m`dnrmg` gemc~wne bgnen} kc ga~kc {~n }nrvgmg`}# ghnk}# ynr}èk}# `rakegzkmgèn}# c~akrn} ` dnzmck} hn ncc`}% Ne ~e mèxnx` hn ena`mg`}# nc dkrlnxgea n} ~e }g}xndk x`xkc hn kmxgvghkhn} yr`wnmxkhk} ykrk yckenkr yr`h~mx`} {~n }kxg}okake c`} hn}n`} hnc mè}~dgh`r# k}gaekrcn} yrnmg`}# yr`d`vnrc`} w hg}xrgb~grc`} k c`} dnrmkh`} dnxk# mè nc oge hn càrkr c`} `bjnxgv`} hn ~ek `rakegzkmgýe# kmxgvghkhn} rnyrn}nexkhk} ne ck} hnmg}gèn} hn ck Dnzmck hn Dnrmkh`xnmegk%

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RNM@DNEHKMG@EN] YKRK NC KC^DE@ Ck yrn}nexn A~äk hn Kyrnehgzkjn mè}xgx~wn ~e gdy`rxkexn ky`w` ykrk xg# y~n} ne ç}xk }n hn}krr`ccke c`} mèxnegh`} {~n o`rdke ykrxn hn ck dkxnrgk hn Dnrmkh`xnmegk% E` hnbn} `cvghkr# eg ynrhnr hn vg}xk# {~n nc `bjnxgv` hnc Ge}xgx~x` Xnme`cýagm` ]~ynrg`r hn Xckxck~{~gxnynm yr`yèn ~e kyrnehgzkjn kmxgv`# dnhgkexn ck gevn}xgakmgýe# nc keëcg}g} w ck hg}m~}gýe# k}ä m`d` nc hg}nû`# hn}krr`cc` n gdycndnexkmgýe gdycndnexkm gýe hn M`dynxnemgk}% Hn kfä ck gdy`rxkemgk gdy`rxkemgk hn x`dkr ne m~nexk c` }ga~gnexn: Dkenjk n}xk A~äk hn Kyrnehgzkjn m`d` ~ek fnrrkdgnexk hn cnmx~rk yrnvgk k mkhk }n}gýe hn mck}n% Dkenjk n}xk A~äk hn Kyrnehgzkjn m`d` `rgnexkmgýe hn c`} mèxnegh`} xndëxgm`} {~n }n vke k xrkxkr ne mkhk mck}n% Rn}~ncvn ck} nvkc~kmgèn} kc ogekc hn mkhk ~eghkh w mè}~cxk ck n}mkck hn dnhgmgýe ykrk vnr x~ rn}~cxkh`% Ykrk m`dyrnehnr dnj`r c`} xndk} gevn}xgak ck} ykckbrk} {~n e` nexgnehk} w k}ä o`rdk x~ yr`yg` ac`}krg`% M`dycnxk x~ o`rdkmgýe rnm`ygckeh` x~} yr`yg`} ky~exn} }`brn c`} xndk} ny~n}x`} ne mck}n# rnm~nrhk {~n arke ykrxn hn c`} mèxnegh`} }n m`dycndnexke mè ck ny`}gmgýe ne mck}n% Ykrk nc Ge}xgx~x` Xnme`cýagm` ]~ynrg`r hn Xckxck~{~gxnynm n} gdy`rxkexn x~ `ygegýe }`brn n}xk A~äk hn Kyrnehgzkjn< }g hn}nk} fkmnr ccnakr x~} m`dnexkrg`}# y~nhn} nevgkrc`} k ck }ga~gnexn hgrnmmgýe hn m`rrn` ncnmxrýegm`: mèxkmxÌgx}xc%m`d%d

Cgm% C~g} Kcbnrx` Dgrýe Ka~gckr H`mnexn hn ck Dkxnrgk

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YRN]NEXKMGÝE Ck yrn}nexn A~äk hn Kyrnehgzkjn xn brgehkrë ck} bk}n} ykrk mè`mnr nc mèxnx` hn ~ek nmè`däk ac`bkcgzkhk# {~n xn ynrdgxke neornexkr ck }gx~kmgýe kmx~kc hn e~n}xr` nex`re` w mè ncc` kycg{~n} nc hn}krr`cc` hn x~} xrkbkj`} kmkhçdgm`}% C`} mèxnegh`} hn ck A~äk n}xëe `rakegzkh`} ne > ~eghkhn} xndëxgmk} hn ck} {~n }n hnrgvke xndk} anenrkcn} m`d`: Dnrmkh`xnmegk Gevn}xgakmgýe hn Dnrmkh` Nexnehnr ck} enmn}ghkhn}# hn}n`} w hndkehk} hnc mè}~dgh`r Yr`h~mx` Yrnmg` Yckzk Yr`d`mgýe Xnehnemgk} kmx~kcn} hn ck gevn}xgakmgýe hn dnrmkh`% Ck k}gaekx~rk hn Dnrmkh`xnmegk xgnen m`d` `bjnxgv` hn}krr`cckr M`dynxnemgk} N}ynmäogmk}% Hg}nûkr n gdycndnexkr n}xrkxnagk} n}xrkxnagk} hn Dnrmkh`xnmegk bk}khk} ne geo`rdkmgýe rnm`ygckhk hn o~nexn} yrgdkrgk} w }nm~ehkrgk} hnc mè}~dgh`r ` ~}~krg`# hn kcaúe yr`h~mx`# hn km~nrh` k `y`rx~eghkhn} w kdnekzk} hnc dnrmkh`% ^xgcgzkr ck} e~nvk} e~nvk} xnme`càäk} xnme`càäk} hn geo`rdkmgýe geo`rdkmgýe ne ck `rakegzkmgýe# `rakegzkmgýe# ykrk `yxgdgzkr c`} yr`mn}`} hn m`d~egmkmgýe w }nr nogmgnexn} ne ck x`dk hn hnmg}gèn}%

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Gexr`h~mmgýe Fkw d~mf`} {~n ygne}ke {~n }ýc` ck} arkehn} ndyrn}k} {~n `ynrke ne nmè`däk} d~w hn}krr`cckhk} ~}ke ck dnrmkh`xnmegk% ]ge ndbkra`# ç}xk# hn fnmf`# }n yrn}nexk hnexr` w o~nrk hnc }nmx`r ndyrn}krgkc# ne `rakegzkmgèn} arkehn} w yn{~nûk}# ne x`h` xgy` hn ykä}n}% Xrkxëeh`}n hnc }nmx`r ndyrn}krgkc# ck dnrmkh`xnmegk }n hgo~ehgý yrgdnr`# mè rkyghnz# ne ck} ndyrn}k} hn bgnen} hn mè}~d` ndykmkh`}# ne ck} ndyrn}k} hn bgnen} hn mè}~d` h~rkhnr` w ne ck} ndyrn}k} hn n{~gy` geh~}xrgkc% ]ge ndbkra`# rnmgnexndnexn ck} ndyrn}k} {~n brgehke }nrvgmg`} k c`} mè}~dgh`rn}# }`brn x`h` ck} cäenk} kçrnk}# k}na~rkh`rk} w ndyrn}k} hn }nrvgmg`} ogekemgnr`}# xkdbgçe fk kh`yxkh` yrëmxgmk} dnrmkh`xçmegmk} d`hnrek}% C`} úcxgd`} ar~y`} {~n fke dkegon}xkh` gexnrç} y`r ck dnrmkh`xnmegk }è c`} m`dy~n}x`} y`r yròn}gèkcn} m`d` kbàkh`}# mèxkh`rn}# dçhgm`} w kr{~gxnmx`}# {~gnen} kf`rk fke ndynzkh` k ke~emgkr}n w k vkc`rkr }~} }nrvgmg`} hn dkenrk dë} karn}gvk% Ne ~ek çy`mk hn hn ac`bkcgzkmgýe ac`bkcgzkmgýe hn kcxk m`dynxgxgvghkh m`dynxgxgvghkh hn yr`h~mx`} yr`h~mx`} ` }nrvgmg`}# m`d` c` n} ne nc mkdbgkexn d~eh` hnc dkrlnxgea n} enmn}krg` n}xkr kcnrxk k ck} nganemgk} w nynmxkxgvk} hnc dnrmkh`# ykrk ncc` n} hn vgxkc gdy`rxkemgk ykrk k}na~rkr nc çgx` hn ck} ndyrn}k} fkmnr ~}` hn xçmegmk} w fnrrkdgnexk} # ~ek hn ncck} n} ccnvkr k mkb` ~e n}x~hg` hn dnrmkh` # ne mèj~ex` mè ~ek }nrgn hn gevn}xgakmgèn} m`d` c` }è# m`dynxnemgk# c`} mkekcn} hn hg}xrgb~mgýe# c~akrn} hn vnexk hnc yr`h~mx`# {~n xkexk y~bcgmghkh ng}xn ne nc dnrmkh`# yrnmg`}# nxm% N} d~w ornm~nexn {~n c`} ndyrn}krg`} e` xneake mckr` {~n n} c` {~n vnehne% D~mfk} vnmn} ykrnmn grrncnvkexn yrna~exkr}n {~n vnehnd`}% Nvghnexndnexn# x`h`} c`} vnehnh`rn} mè`mne c`} yr`h~mx`} {~n òrnmne k c`} mè}~dgh`rn}% Ynr` e` enmn}krgkdnexn mè`mne {~n b~}mke c`} mè}~dgh`rn} ne }~} yr`h~mx`}%

Ck ork}n mckvn n} mè`mnr nc dnrmkh`% Ck} enmn}ghkhn} hnc dnrmkh`# n} hnmgr hn c`} mè}~dgh`rn} }è c`} {~n hke ck yk~xk ykrk y`hnr hnogegr dnj`r {~n n} c` {~n vkd`} k vnehnr w k {~gnen} k}ä m`d` hýehn w mýd` c` fkrnd`}%

Ck dnrmkh`xnmegk m`dbgek d~mfk} kmxgvghkhn}: ck} gevn}xgakmgèn} hn dnrmkh`# nc hn}krr`cc`# ck hg}xrgb~mgýe# c`} yrnmg`} w ck y~bcgmghkh hn c`} yr`h~mx`}# ck} vnexk} ynr}èkcn} w `xrk} dë}# hg}nûkhk} ykrk y~c}kr# }nrvgr w }kxg}okmnr ck} enmn}ghkhn} hn c`} mcgnexn} kc xgndy` {~n kcmkezke ck} dnxk} hn ck `rakegzkmgýe%

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Kexnmnhnexn} hn dnrmkh`xnmegk% Ck dnrmkh`xnmegk w }~ hn}krr`cc` n}xëe n}xrnmfkdnexn rnckmgèkh`} mè ck} hgvnr}k} nxkyk} nmèýdgmk} y`r ck} {~n fk yk}kh` ck f~dkeghkh# hn fnmf`# n} y`}gbcn k}nvnrkr {~n ne ck} yrgdnrk} nxkyk} hn c`} d`h`} hn yr`h~mmgýe e` o~n enmn}krgk ck gexnrvnemgýe hn ck dnrmkh`xnmegk kúe m~keh` wk }n nonmx~kbke kca~e`} gexnrmkdbg`} m`dnrmgkcn}# ykrk e` ng}xgr nmnhnexn} ne ck yr`h~mmgýe nc ~}` hn xçmegmk} m`dnrmgkcn} o~n mk}g e~c`% N} y`}gbcn ghnexgogmkr k ck rnv`c~mgýe geh~}xrgkc m`d` ck yrgdnrk nxkyk fg}xýrgmk ne hèhn }n bk}k ck dnrmkh`xnmegk ykrk hn}krr`cckr}n% N} ck rnv`c~mgýe geh~}xrgkc ck {~n ynrdgxn y`r yrgdnrk vnz yr`h~mgr dnrmkemäk} ne }nrgn w mrnkr ~e nmnhnexn ne ck ònrxk w e` ne ck hndkehk m`d` vneäk }~mnhgneh` mè kexnrg`rghkh% Ne ;7;; }n mrnk nc yrgdnr kexnmnhnexn enxkdnexn dnrmkh`xçmegm` m~keh` ck ndyrn}k –Y~bcgmkmgèn} M~rxg}— n}xkbcnmgý nc yrgdnr hny krxkdnex` hn gevn}xgakmgýe m`dnrmgkc% Nexrn ;7;?$;7;1 R~bbnr / ]qgox mrnke ~e hnykrxkdnex` hn gevn}xgakmgýe m`dnrmgkc w c` khgmgèke kc hnykrxkdnex` hn vnexk}% Ne Dçgm` ck kmxgvghkh m`dnrmgkc wk }n hn}krr`cckbk y`r c` dne`} hn}hn nc kû` ;=2># ç}xk kmxgvghkh ck nonmx~krè c`} cckdkh`} Y`mfxnmk}# {~gnen} vnehäke dnrmkemäk} rna~ckrdnexn o~nrk hn }~} c~akrn} hn `rgane m~dycgneh` ck o~emgýe khgmgèkc hn geo`rdkr k c`} ndynrkh`rn} Kzxnmk} ck} bèkezk} nmèýdgmk} hn `xr`} y~nbc`} w k}ä hkr `rgane k ck} gevk}gèn} hn ç}x`}% Nc dnrmkh` c`mkc nrk cckdkh` –Xgkexgzxcg— }gneh` nc dë} gdy`rxkexn hn ç}x`} nc ~bgmkh` ne Xckcxnc`cm` }na~gh` hn gdy`rxkemgk y`r c`} dnrmkh`} hn Kzmky`xzkcm` w [~k~xfgxcëe%

Ne Dçgm` ck nv`c~mgýe m`dnrmgkc hnbn hgvghgr}n ne xrn} nxkyk}%

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;%; Mèmnyx` hn Dnrmkh`xnmegk Mèmnyx` hn Dnrmkh`xnmegk N} nc mèj~ex` hn xçmegmk} ynrdkenexndnexn rne`vkhk} `rgnexkhk} k }kxg}okmnr ck} enmn}ghkhn} hn c`} mè}~dgh`rn} ` ~}~krg`}# y`r dnhg` hn yr`h~mx`} w/` }nrvgmg`} y~n}x`} ne nc d`dnex` j~}x`# ne nc c~akr yrnmg}`# k ~e yrnmg` k}n{~gbcn {~n ynrdgxk ~xgcghkhn} }kek} ykrk ck ndyrn}k% N}xn mèmnyx` ynrdgxn n}xkbcnmnr k ck dnrmkh`xnmegk e` m`d` ~ek mgnemgk }ge` m`d` k ck gexnarkmgýe hn ç}xk y`r dnhg` hn xçmegmk}# mèvgrxgçeh`c` k}ä ne ~e }g}xndk% N} ~ek `rgnexkmgýe khdgeg}xrkxgvk {~n }`}xgnen {~n ck xkrnk mckvn hn ck `rakegzkmgýe n} hnxnrdgekr ck} enmn}ghkhn}# hn}n`}# vkc`rn} hn ~e dnrmkh` hn dnxk# k oge hn khkyxkr ck `rakegzkmgýe kc }~dgeg}xr` hn ck} }kxg}okmmgèn} {~n }n hn}nke# hn ~e d`h` dë} nogmgnexn w khnm~kh` {~n }~} m`dynxgh`rn}% ]gaegogmk khdgeg}xrkr c`} dnrmkh`} ykrk yr`h~mgr gexnrmkdbg`} w rnckmgèn} mè nc yr`yý}gx` hn mrnkr ~e vkc`r w vkc`r w }kxg}okmnr enmn}ghkhn} w hn}n`}%

Hnogegd`} ck dnrmkh`xnmegk m`d` ~e yr`mn}` }`mgkc w khdgeg}xrkxgv` y`r dnhg` hnc m~kc c`} gehgvgh~`} w c`} ar~y`} `bxgnene c` {~n enmn}gxke w hn}nke dnhgkexn ck mrnkmgýe w nc gexnrmkdbg` hn yr`h~mx`} w vkc`rn} mè `xr`}% Ykrk ndynzkr y`hnd`} hnogegr ck dnrmkh`xnmegk m`d` ~ek mgnemgk# ~e yr`mn}` }`mgkc w khdgeg}xrkxgv` dnhgkexn nc m~kc ar~y`} n gehgvgh~`} `bxgnene c` {~n enmn}gxke w hn}nke# k xrkvç} hn anenrkr# òrnmnr n gexnrmkdbgkr yr`h~mx`} hn vkc`r mè }~} }ndnjkexn}% Nc n}ynmgkcg}xk ne nc ërnk hn dnrmkh`xnmegk }n cckdk "Dnrmkhýcà`"%

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Ck dnrmkh`xnmegk n} nc yr`mn}` hn yckenkmgýe# njnm~mgýe w mèmnyx~kcgzkmgýe hn yrnmg`}# yr`d`mgýe w hg}xrgb~mgýe hn ghnk}# dnrmkemäk} w xçrdge`} ykrk mrnkr gexnrmkdbg`} {~n }kxg}okake `bjnxgv`} gehgvgh~kcn} w `rakegzkmgèkcn}% Kdnrgmke Dkrlnxgea Dkrlnxgea K}}`mgkxgè K}}`mgkxgè

Dnrmkh`xnmegk mè}g}xn ne nc hn}krr`cc` hn ~ek nogmgnexn hg}xrgb~mgýe hn dnrmkemäk} w }nrvgmg`} k hnxnrdgekh`} }nmx`rn} hnc yúbcgm` mè}~dgh`r% C`~g} N% B`èn w Hkvgh C% L~rxz

Ck dnrmkh`xnmegk n} ~e }g}xndk ac`bkc hn kmxgvghkhn} hn ena`mg`} yr`wnmxkhk} ykrk yckenkr# n}xkbcnmnr nc yrnmg`# yr`d`vnr w hg}xrgb~gr bgnen} w }nrvgmg`} {~n }kxg}okmne hn}n`} hn mcgnexn} kmx~kcn} w y`xnemgkcn}% Qgccgkd ]xkexè

Dnrmkh`xnmegk n} k{~ncck kmxgvghkh f~dkek hgrgaghk k enmn}ghkhn}# mkrnemgk} w hn}n`} k xrkvç} hn yr`mn}`} y r`mn}`} hn gexnrmkdbg`%

}kxg}okmnr

Yfgcgy L`xcnr% Nc y~ex` hn ykrxghk hn ck dnrmkh`xnmegk n} mè`mnr w hnxnrdgekr ck} enmn}ghkhn} w hn}n`} hn ck} ynr}èk} ykrk c~na` nemkrakr}n hn òrnmnr yr`h~mx`} w }nrvgmg`} {~n }kxg}okake x`h`} n}x`} ar~y`} hn enmn}ghkhn}% Ck dnrmkh`xnmegk gemc~wn k}ynmx`} m`d` hg}nûkr# hg}xrgb~gr# hg}xrgb~gr# kcdkmnekr# yràrkdkr# yràrkdkr# vnehnr# v nehnr# hg}nûkr nc yr`h~mx`# hnxnrdgekr c`} yrnmg`}# y~bcgmghkh# nxm% Ck~rk Og}mfnr e`} yrn}nexk ne }~ cgbr` –Dnrmkh`xnmegk— ck }ga~gnexn hnogegmgýe hnogegmgýe }`brn n}xn xçrdge`:

N} ~ek `rgnexkmgýe khdgeg}xrkxgvk {~n }`}xgnen {~n ck xkrnk mckvn hn ck

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;%2 Nc yr`mn}` hn dkrlnxgea ;%2%; Nexnehnr ck} enmn}ghkhn}# hn}n`} w hndkehk} hnc mè}~dgh`r

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NCNDNEX@] HN CK DNRMKH@XNMEGK Enmn}ghkhn} N}xkh` hn mkrnemgk {~n nynrgdnexk ~ek ynr}èk% Kca` {~n e`} fkmn okcxk% Hn km~nrh` k ck ygrëdghn hn enmn}ghkhn} hn Kbrkfkd Dk}c`q# ~ek ynr}èk yk}k y`r hg}xgex`} egvncn} hn enmn}ghkhn}% Ck ynr}èk enmn}gxk }kxg}okmnr ~ek enmn}ghkh yrnvgk ykrk y`hnr k}mnehnr k `xr` egvnc# hn c` mèxrkrg` e` y`hrë mèmnexrkr}n ne c` {~n fkmn y`r xnenr enmn}ghkhn} ge}kxg}onmfk}%













Hn}n`} O`rdk {~n kh`yxk ~ek enmn}ghkh f~dkek kc }nr d`chnkhk y`r ck m~cx~rk w ynr}èkcghkh hn mkhk gehgvgh~`% C`} hn}n`} }n hn}mrgbne ne xçrdge`} hn c`} `bjnx`} {~n fke hn }kxg}okmnr ck} enmn}ghkhn}% K dnhghk {~n ~ek }`mgnhkh nv`c~mgèk# k~dnexke c`} hn}n`} hn }~} dgndbr`}% d gndbr`}%

Hndkehk} ê hn}n` }n mèvgnrxn ne hndkehk m~keh` n}xë rn}ykchkh` y`r nc y`hnr kh{~g}gxgv`% ]g xnend`} hgenr` ykrk m`dyrkr c` {~n hn}nkd`}# nexèmn} n}xkd`} hndkehkh` kcaúe yr`h~mx` ` }nrvgmg`% ]g e` xnend`} hgenr`# e~n}xr` hn}n` {~nhkrë m`d` xkc% Mè}ghnrkeh` c`} hn}n`} w rnm~r}`}# c`} mè}~dgh`rn} ncgane nc yr`h~mx` m~w`} bnenogmg`} cn} yr`h~mn dkw`r d kw`r }kxg}okmmgýe%

Yr`h~mx` Ck} enmn}ghkhn}# c`} hn}n`} w ck} hndkehk} hnc }nr f~dke` gehgmke {~n ng}xne c`} yr`h~mx`} enmn}krg`} ykrk }kxg}okmnrc`}% ê yr`h~mx` n} m~kc{~gnr m`}k {~n y~nhn òrnmnr}n k ck kxnemgýe hn ~e dnrmkh` ykrk }~ kh{~g}gmgýe# ~xgcgzkmgýe ` mè}~d` w {~n }n y~nhn }kxg}okmnr ~ek enmn}ghkh ` hn}n`% ]~yèakd`} {~n ~ek ynr}èk }gnexn ck enmn}ghkh hn }nr dë} kxrkmxgvk% Cckdkrnd`} vkrgnhkh hn yr`h~mx`} k ncnagr kc mèj~ex` hn x`h`} c`} yr`h~mx`} {~n

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Gexnrmkdbg` Ck dnrmkh`xnmegk }n hk m~keh` ck anexn hnmghn }kxg}okmnr }~} enmn}ghkhn} y`r dnhg` hnc gexnrmkdbg`% Nc gexnrmkdbg` n} nc kmx` hn `bxnenr hn kca~gne ~e `bjnx` hn}nkh` òrnmgneh` kca` k mkdbg`% N}xk n} ~ek hn xkexk} dkenrk} hn `bxnenr ~e `bjnx` hn}nkh`% Nc gexnrmkdbg` xgnen d~mfk} vnexkjk} m`d` o`rdk hn }kxg}okmnr ck} enmn}ghkhn}% Ck anexn e` xgnen {~n hn}y`jkr k `xr`} eg hnynehnr hn hèkxgv`}% Xkdy`m` xgnen {~n y`}nnr ck mkykmghkh hn yr`h~mgr x`h` c` {~n enmn}gxk% Y~nhn mèmnexrkr}n ne fkmnr ck} m`}k} {~n cn }kcne bgne w xr`mkrck} y`r c`} `bjnx`} {~n rn{~gnrn w {~n `xr`} okbrgmke% Nc gexnrmkdbg` n} nc eúmcn` hnc mèmnyx` hn dnrmkh`xnmegk% Ykrk {~n }n hç ~e gexnrmkdbg`# hnbne }kxg}okmnr}n vkrgk} mèhgmgèn}% Hnbn fkbnr# y`r }~y~n}x`# kc dne`} h`} ykrxn}# mkhk ~ek hn ck} m~kcn} mè kca` hn vkc`r ykrk ck `xrk% K}gdg}d`# ck} h`} hnbne n}xkr hg}y~n}xk} k ena`mgkr mè ck `xrk< w }nr cgbrn} hn kmnyxkr ` rnmfkzkr }~ ònrxk% Ogekcdnexn# ck} h`} ykrxn} hnbne }nr mkykmn} hn m`d~egmkr}n w hn nexrnakr `bjnx`}% N}xk} mèhgmgèn} }gdycn} fkmne y`}gbcn nc gexnrmkdbg`% Nc fnmf` hn {~n ç}xn rnkcdnexn }n ccnvn k mkb` hnynehn hn {~n ck} ykrxn} ccna~ne k ~e mèvneg`% ]g c` fkmne# hnbnd`} mèmc~gr {~n ck} h`} fk} }kcgh` akekeh` kca`# wk {~n# hn}y~ç} hn x`h`# kdbk} nrke cgbrn} hn kmnyxkr ` rnmfkzkr ck ònrxk% Ne n}xn }nexgh`# k}ä m`d` ck yr`h~mmgýe mrnk nc vkc`r# xkdbgçe c` mrnk nc gexnrmkdbg`% Yr`y`rmgèk k

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;%2%2 Ck @onrxk hn Yr`h~mx`} Ne ~e }nexgh` anenrkc# ck "ònrxk" n} ~ek o~nrzk hnc dnrmkh` &ck `xrk n} ck "hndkehk"' {~n rnyrn}nexk ck mkexghkh hn bgnen} ` }nrvgmg`} {~n gehgvgh~`}# ndyrn}k} ~ `rakegzkmgèn} {~gnrne w y~nhne vnehnr ne nc dnrmkh` k ~e yrnmg` hnxnrdgekh`% ;8

Ck ònrxk n} ck mkexghkh hn yr`h~mx`} w/` }nrvgmg`} {~n c`} vnehnh`rn} {~gnrne w y~nhne vnehnr ne nc dnrmkh` k ~e yrnmg` w ne ~e ynrg`h` hn xgndy` hnxnrdgekh` ykrk }kxg}okmnr enmn}ghkhn} ` hn}n`}% Keëcg}g} N}xr~mx~rkc hn ck Hnogegmgýe hn @onrxk: X`dkeh` ne m~nexk ck} kexnrg`rn} hnogegmgèn}# }n y~nhn kyrnmgkr {~n ck hnogegmgýe hn ònrxk rnvnck ck} }ga~gnexn} ykrxn} {~n mèo`rdke ck ònrxk m`d` xkc:

;% Ck ng}xnemgk hn vnehnh`rn}: ]n rnognrn k ck ng}xnemgk hn gehgvgh~`}# ndyrn}k} ~ `rakegzkmgèn} {~n xgnene ~e yr`h~mx` ` }nrvgmg` k ck vnexk%

2% Ck mkexghkh hn ~e yr`h~mx`: N} nc eúdnr` hn ~eghkhn} hn ~e yr`h~mx` w`











;%2%= _kc`r w ]kxg}okmmgýe hnc mcgnexn °Mýd` x`dke }~} hnmg}gèn} c`} mè}~dgh`rn}0 N} rkzèkbcn yne}kr {~n c`} mè}~dgh`rn} n}xgdke {~ç ònrxk cn} rnxrgb~wn dkw`r vkc`r% C`} mè}~dgh`rn} dkgdgzke nc vkc`r# hnexr` hn c`} cädgxn} {~n gdyèn ck bú}{~nhk hn m`}x`}# nc mè`mgdgnex` cgdgxkh`# ck d`vgcghkh w nc gearn}`% ]n o`rdke ~ek nynmxkxgvk hn vkc`r w kmxúke ne mè}nm~nemgk% Dë} khnckexn }n hke m~nexk hn }g kmk}` ck ònrxk m~dycgý mè ck} nynmxkxgvk} rnckxgvk} kc vkc`r w ncc` konmxk }~ egvnc hn }kxg}okmmgýe w ck y`}gbgcghkh hn v`cvnr k m`dyrkr%

_kc`r hnc Yr`h~mx` _kc`r n} ck n}xgdkmgýe {~n fkmn nc mè}~dgh`r hn ck mkykmghkh x`xkc hnc yr`h~mx` ykrk }kxg}okmnr }~} enmn}ghkhn}% Nc vkc`r hn mkhk yr`h~mx` rnkc hnynehnräk hn m~ke mnrmk n}x~vgnrk hnc yr`h~mx` ghnkc {~n }n hn}mrgbn% Y`r xkex`# mè}ghnrkrk nc vkc`r hnc yr`h~mx` w }~ yrnmg` kexn} hn fkmnr ck ncnmmgýe% Ncnagrë nc yr`h~mx` {~n cn rnxrgb~wk nc dëgd` nc dëgd` vkc`r k mkdbg` hn }~ hgenr`%

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]kxg}okmmgýe hnc Mè}~dgh`r / Mcgnexn [~n nc m`dyrkh`r {~nhn }kxg}onmf` ` e` hn}y~ç} hn fkmnr ck m`dyrk hnynehn hnc rnehgdgnex` hn ck ònrxk ne rnckmgýe mè ck} nynmxkxgvk} hnc m`dyrkh`r%

]kxg}okmmgýe n} nc egvnc hnc n}xkh` hn ëegd` hn ~ek ynr}èk {~n rn}~cxk hn m`dykrkr nc rnehgdgnex` ` rn}~cxkh`# {~n }n ynrmgbn hn ~e yr`h~mx` mè }~} nynmxkxgvk}%

Nc egvnc hn }kxg}okmmgýe n} ~ek o~emgýe hn ck hgonrnemgk nexrn nc rnehgdgnex` ynrmgbgh` w ck} nynmxkxgvk}% Ng}xne xrn} egvncn} kdycg`} hn }kxg}okmmgýe hnc mè}~dgh`r: e` n}xkrë }kxg}onmf`# }kxg}onmf`# m`dyckmgh` ` nex~}gk}dkh`% Ck} nynmxkxgvk} hn c`} mè}~dgh`rn} }n o`rdke mè bk}n ne ck} nynrgnemgk} yrnvgk} kc rnkcgzkr ck} m`dyrk}# m`dnexkrg`} {~n cn} fkmne }~} kdga`} ` }`mg`} w ne ck geo`rdkmgýe w ck} yr`dn}k} {~n òrnmne ` fkmne c`} m`dynxgh`rn}% Ng}xn ~e geo`rdn bk}kh` ne ~ek gevn}xgakmgýe xgx~ckhk –Hn}m~brgneh` c` {~n cn nemkexk kc mcgnexn: ê n}x~hg` hn nynrgnemgk} ok}mgekexn} hn m`dyrk ne nc m`dnrmg` ne Kdçrgmk hnc E`rxn— w {~n }nûkck mgem` ërnk} yrgemgykcn} {~n mèxrgb~wne k ~ek nynrgnemgk grrn}g}xgbcn hn m`dyrk:

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;%2%8 Dnrmkh`} ]n mè}ghnrk kc dnrmkh` m`d`:

Ynr}èk} , Enmn}ghkhn} , Hgenr` , Akek} hn ak}xkr nc hgenr`

Y`r c` xkex`# }n hnbn nvgxkr yne}kr {~n ~e dnrmkh` n} ~e }gdycn c~akr anàrëogm`# wk {~n dgnexrk} e` ng}xke ynr}èk} k {~gnen} vnehnr ~e yr`h~mx` ` }nrvgmg` nc dnrmkh` e` ng}xn# xkdbgçe n} gdy`rxkexn rnmkcmkr# {~n e` ng}xne dnrmkh`} }g n}x`} e` m~nexke mè enmn}ghkhn} y`r }kxg}okmnr# nexnehgneh` m`d` enmn}ghkh k x`hk k{~ncck r~yx~rk hnc n{~gcgbrg` hnc `rakeg}d` mè nc ~egvnr}` {~n c` r`hnk # n} hnmgr# ck }nh e` n} `xrk m`}k {~n ck r~yx~rk hn ck e`rdkcghkh hn ~e

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Dnrmkh` Kar`ynm~krg`: Kar`ynm~krg`: Bk}ke }~ yr`h~mmgýe mè rn}ynmx` kc mcgdk w k ck} mèhgmgèn} kdbgnexkcn} hnc d`dnex`# }~} yr`h~mx`} }è v`c~dge`}`} w rn{~gnrne hn ckra`} ynrg`h`} ykrk }~ yr`h~mmgýe%

fnxnràçen`}

Dnrmkh` hn A`bgnre`: Xgnen ck mkrkmxnrä}xgmk hn m`dyrkr x`h` xgy` hn yr`h~mx`}# y`r dnhg` hn cgmgxkmgèn} yúbcgmk} }gneh` d~w dnxgm~c`}`} ne ck yckenkmgýe w n}x~hg` hn ck m`dyrk# }~ yrgemgykc `bjnxgv` n} m`dyrkr ykrk }kxg}okmnr ck} enmn}ghkhn} hn ck }`mgnhkh }ge ogen} hn c~mr`%

Dnrmkh` hn Rnvnehnh`rn}: N}xn dnrmkh` e` yr`h~mn egeaúe bgne ` }nrvgmg` wk {~n }ýc` }n nemkrak hn }nr ~e n}ckbýe nexrn nc yr`h~mx`r w nc mè}~dgh`r# }è dnxgm~c`}`} w `rakegzkh`} `rakegzkh`} ykrk hn}krr`cckr hn}krr`cckr ck o~emgýe hn m`dyrk}# }n bk}ke ne ck d`hk w m~ghke ck r`xkmgýe hn gevnexkrg`}# ne ç}xn dnrmkh` }n hk nc dnrmfkehg}gea%

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;%= @rgnexkmgýe hnc Dnrmkh` Neo`{~n hn khdgeg}xrkmgýe hn dnrmkh`xnmegk: Hn kca~ek dkenrk y`hnd`} hnmgr {~n ck dnrmkh`xnmegk yk}k y`r mgem` nxkyk}# bkj` ck} m~kcn} ck} ndyrn}k} fke ky`wkh` }~ xrkbkj` m`dnrmgkc# n}xk} nxkyk} }è:

Nc mèmnyx` hn yr`h~mmgýe% Nc mèmnyx` hn yr`h~mx`% Nc mèmnyx` hn vnexk% Nc mèmnyx` hn dnrmkh`xnmegk% Nc mèmnyx` hn dnrmkh`xnmegk dkrlnxgea f`cä}xgm`%

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Hn}arkmgkhkdnexn n}xn mèmnyx` n} d~w m`dúe f`w ne häk# hnbgh` k {~n d~mfk} ndyrn}k} ak}xke arkehn} mkexghkhn} hn hgenr` ne y~bcgmghkh# mè nc `bjnx` hn `m~cxkr hnonmx`} hn c`} yr`h~mx`} w hn n}xn d`h` càrkr ~ek vnexk# }ge yrn`m~ykrn} y`r ck }kxg}okmmgýe y`}xnrg`r hnc mè}~dgh`r%

;%=%8 Nc mèmnyx` hn dnrmkh`xnmegk% ]`}xgnen {~n ykrk càrkr c`} `bjnxgv`} hn ck `rakegzkmgýe n} gehg}yne}kbcn hnxnrdgekr ck} enmn}ghkhn} w hn}n`} hnc dnrmkh` dnxk w yr`y`rmgèkr ck} }kxg}okmmgèn} mè dkw`r nonmxgvghkh w nogmgnemgk {~n c`} m`dynxgh`rn}% C` }`ryrnehnexn n} {~n n}xn mèmnyx` n} rnckxgvkdnexn rnmgnexn ne ck ogc`}òäk m`dnrmgkc% Nc mèmnyx` hn dnrmkh`xnmegk }n fk neo`mkh` ne ork}n} cckdkxgvk} m`d`

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N}xn mèmnyx` }n fk hn}krr`cckh` hnexr` hnc nex`re` ncnmxrýegm` w hn ck gexnrkmxgvghkh nexrn m`dykûäk}# mcgnexn} w m`ckb`rkh`rn}% N} y`r c` xkex`# ~ek nv`c~mgýe {~n nynrgdnexk nc dkrlnxgea xrkhgmgèkc# w c`} mkdbg`} yr`h~mgh`} y`r nc mkdy` hgagxkc# ne n}ynmgkc# c` rnckxgv` k ck gexnrkmxgvghkh nexrn ck ndyrn}k# }~} }xklnf`chnr}# ykrk ck mrnkmgýe w hg}xrgb~mgýe hn vkc`r# mè nc yr`yý}gx` hn hn n}xkbcnmnr rnckmgèn} hn ckra` yckz`%

;%=%? Nc mèmnyx` hn dnrmkh`xnmegk }`mgkc% ]`}xgnen {~n ck `rakegzkmgýe hnbn hnxnrdgekr ck} enmn}ghkhn}# c`} hn}n`} w c`} gexnrn}n} hn c`} dnrmkh`} dnxk# k}ä xgnen {~n yr`y`rmgèkr ck} }kxg}okmmgèn} hn}nkhk} hn dkenrk dë} nonmxgvk w nogmgnexn {~n c`} m`dynxgh`rn}# ykrk dkexnenr w dnj`rkr nc bgnen}xkr hnc mè}~dgh`r w hn ck }`mgnhkh ne anenrkc% N}xn mèmnyx`

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;%8 Nc Dkrlnxgea w nc vkc`r ykrk nc mcgnexn% m cgnexn% Ck ygnhrk kea~ckr hnc çgx` hn ck} ndyrn}k} ykrk neornexkr k }~} m`dynxgh`rn} n}xë o~ehkdnexkhk ne ck mkykmghkh ykrk anenrkr vkc`r ykrk }~} y`xnemgkcn} mcgnexn}%











hn ~e ërnk o~emgèkc% Nc mèmnyx` hn }~bmèxrkxkmgýe# `~x}`~rmgea ` nxnrekcgzkmgýe# rn}~cxk xkdbgçe hn c`} keëcg}g} hn ck mkhnek hn vkc`r%

@~x}`~rmgea% &]~bmèxrkxkmgýe' N} nc yr`mn}` nmèýdgm` ne nc m~kc ~ek











Ck mkhnek hn vkc`r mkxna`rgzk ck} kmxgvghkhn} {~n yr`h~mne vkc`r kûkhgh` ne ~ek `rakegzkmgýe% ]n hgvghne ne h`} xgy`} hn kmxgvghkhn}:

Kmxgvghkhn} yrgdkrgk}











yr`h~mx` &y`r njndyc`# ck ghnexgogmkmgýe hn `y`rx~eghkhn} hn dnrmkh`xnmegk w ck gevn}xgakmgýe hn dnrmkh`}'% Nexèmn}# w xnegneh` ne m~nexk n}n n}mnekrg`# rn}~cxk vgxkc {~n }nke c`}

Mercadotecnia - Unidad 1 - Fundamentos de Mercadotecnia

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