Marketing Concepts for the Development of Business Growth Strategies

Authors

  • Ana María Cuevas Padilla Universidad Veracruzana
  • Karla Tere Domínguez Garzota Gobierno del Estado de Veracruz

DOI:

https://doi.org/10.5281/zenodo.8193294

Keywords:

Marketing, Strategy, Customer, Satisfaction, Competition

Abstract

This paper provides the reader with an approach to the main marketing concepts for the development of strategies focused on the growth of companies. It consists of five sections in which general topics on marketing are developed that include the topics of needs, desires and demands; customer satisfaction; strategies, tactics and actions; and benchmarking. The analysis of the meanings expressed here would serve as a tool for the generation of strategies that are built as a differentiator before the competition, seeking customer satisfaction with long-term value relationships. Conclusions are offered that will obviously be enriched by the opportune considerations that the readers themselves build in this regard.

 

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Author Biographies

Ana María Cuevas Padilla , Universidad Veracruzana

Doctora en Finanzas Públicas y maestra en Administración, área Mercadotecnia, por la Universidad Veracruzana. Es integrante del Instituto Interdisciplinario de Investigaciones de la Universidad de Xalapa y ha participado como catedrática en licenciaturas y posgrados de la misma institución, así como en la Facultad de Ciencias Administrativas y Sociales de la Universidad Veracruzana.

Karla Tere Domínguez Garzota, Gobierno del Estado de Veracruz

Licenciada en Sistemas Computacionales Administrativos por la Universidad Veracruzana. Actualmente cursa la Maestría en Alta Dirección y Gestión Administrativa en el área de Mercadotecnia en la Universidad de Xalapa. Se desempeña como gerente general en la empresa Consultores Informáticos del Sureste S.A. de C.V. (CISSA)

References

Arellano, R. (2001). Marketing enfoque América Latina, México: McGraw Hill.

Castro, C. C. (1997) Mercadotecnia, México: Universidad Autónoma de San Luis Potosí.

Chiavenato, I. y Sapiro, A. (2011). Planeación estratégica, fundamentos y aplicaciones, México: McGraw Hill.

Cuevas, P.A.M. (2004). Situación y perspectivas mercadológicas de las empresas de repostería en la ciudad de Coatepec, Veracruz, México. Tesis de maestría, Universidad Veracruzana, Xalapa-205 Enríquez, Veracruz, México.

Ferrel, O.C. Hartline, M. D. y Lucas, G. H. (2002), Estrategias de marketing, México: International Thomson Editores, S.A.de C.V.

Gosso, F. (2008). Hiper satisfacción del cliente, conceptos y herramientas para ofrecer un servicio sobresaliente, México: Panorama.

Kotler, P. y Armstrong, G. (2012) Marketing, México: Pearson Educación.

Mercado, S. (2012). Mercadotecnia programada, México: Limusa S.A. de C.V.

Valda, J.C. (2014). Estrategia: La matriz de Ansoff de Producto/Mercado o Vector de Crecimiento. Recuperado de: http://www.grandespymes.com.ar/2014/04/26/estrategia-la-matriz-de-ansoff-de-productomercado-o-vector-de-crecimiento-2/

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Published

2015-07-08

How to Cite

Cuevas Padilla , A. M., & Domínguez Garzota, K. T. (2015). Marketing Concepts for the Development of Business Growth Strategies. Universita Ciencia, 4(Especial), 197–205. https://doi.org/10.5281/zenodo.8193294

Issue

Vol. 4 No. Especial (2015): Investigación educativa y administración: Aportes y perspectivas

Section

Artículos

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