Instituto Politécnico Nacional

Escuela Superior De Comercio Y

Administración
Unidad Santo Tomas

Mercadotecnia Analítica Ingles

Profesor: Aparicio Tavarez Mario Arturo

Grupo: 3RM6

Integrantes
 Colin Santiago Laura Fernanda
 Cortés Embriz Ana Karen
 Martinez Garcia Yared Araceli
 Sanchez Matias Dayana Lizeth

Fecha de entrega: 16/Octubre/2019

20 Concepts
1. Market Opportunity Analysis
A tool to identify and access the attractiveness of a business opportunity. It is a part of the
business planning or strategy processes wherein before undertaking a new product or
service, you analyze the market for it to determine probable profit and revenue from it.
2. Analysis of the Environment of the Company
The company performs an environmental analysis to identify the potential influence of
particular aspects of the general and operating environments on business operations. This
analysis identifies the opportunities and threats in a business environment in terms of a
company's strengths and weaknesses.
3. Marketing Intelligence and Evaluation of Market Opportunities
Marketing intelligence (MI) is the everyday information relevant to a company's markets,
gathered and analyzed specifically for the purpose of accurate and confident decision-
making in determining market opportunity, market penetration strategy, and market
development metrics.
4. Identify the business environmental forces
The factors to consider while analyzing the business environmental factors are Economic
conditions and trends, Legal and regulatory situations and trends, Technological positioning
and trends (state of the art; related R&D), Relevant social changes and Natural
environment.
5. Describe the industry and its outlook
The factors to be considered while performing industry analysis are - Type of industry, Size
-now and in 3-5 years, Types of marketing practices, Major trends and Implications for
opportunity.
6. Set Sales Projections
As many formal or intuitive approaches as possible for determining this should be used
and then the results obtained should be compared and then a decision should be taken on go
or no go for the product/service in question.
7. Create a target market profile
The factors to be considered are - Levels: generic needs, product type, specific brands, End-
user focus; also channel members, Targeted customer profiles, Who are my potential
customers, What are they like as consumers/businesspeople, How do they decide to buy /
not buy, Importance of different product attributes and What outside influences affect
buying decisions.
8. Analyze the key competitors
 The factors considered here are - Product description, Market positioning (relative strength
and weaknesses, as seen by customers), Market practices: channels, pricing, promotion,
service, Estimated market share (if relevant) and Reactions to competition.
9. Sales Management
Sales management is a business discipline which is management of a firm’s sales
operations and focused on practical applications of techniques used in sales. This is a
crucial aspect of the business as net sales of products and services draw profit of the
business. Sales manager is hired to look after the sales and to manage them.
10. Brand Equity
Brand Equity is a qualitative measure of the brand’s positive recognition or goodwill in the
minds of the consumers considering the brand as an independent entity. Brand Equity is the
tangible and intangible worth of a brand. The degree of premium that a brand can charge on
its offering is a direct measure of the equity it possesses with its customers. Brand Equity is
kind of power that the brand has over its competitors or the generic brands and is developed
over time.
11. Market share
Out of total purchases of a customer of a product or service, what percentage goes to a
company defines its market share.
12. Marketing mix
Refers to the set of actions, or tactics, that a company uses to promote its brand or product
in the market.
13. Endorsements
Are a form of advertising that uses famous personalities or celebrities who command.
14. Reference price
Is also known as competitive pricing, because here the product is sold just below.

15. Loss leaders

Are high volume, high profile brands or products that are sold by retailers with.
16. Ambient Advertising
Is about placing ads on unusual objects or in unusual places where you wouldn’t.
17. Conspicuous consumption
Is the practice of purchasing goods or services to publicly display wealth.
18. Research your customers and competition
Use market research to analyze your customers and competitors on multiple levels. This
will help you evaluate whether the demand for a product/service is real, and whether
expanding into a potential new market is worthwhile for your company.
19. A market leader
could be a product, brand, company, organization, group name which has the highest
percentage of total sales revenue of a particular market. Market leader dominates the
market by influencing the customer loyalty towards it, distribution, pricing, etc.
20. SWOT or SWOT Analysis
Swot analysis (Strengths, Opportunities, Weaknesses and Threats), is a strategic tool used
to know the current situation of a company. Identify the threats and opportunities that arise
from the environment and the internal strengths and weaknesses of the organization.

 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/1860-
brand-equity.html
 https://economictimes.indiatimes.com/definition/marketing-intelligence
Mental Map, explaining SWOT a PYME
 Segmentation of Target Market
The great competition between brands, the bargaining power of consumers, international
trade, new technological applications, etc. It is the forces of the market economy that are
redefining the marketing actions that require professionals to achieve concrete results in
terms of value creation.
In times of internal and external recession in the markets, it is necessary to measure the
effectiveness of Marketing, since companies invest large economic amounts to contribute to
the value of it in relation to their target market, and therefore, the demands on professionals
of marketing, will increase.
In the previous topic we have treated the “Marketing recipe” in a very succinctly indicative
way, but for this recipe to be effective we must have very clear ideas of who our client is
going to be.
The question who is our client? It is essential for the Marketing expert. Apart from this
question, said expert has to answer the following questions:
Who buys our products?
Are they elderly or young?
Do they have special interests?
Are they single or married?
What do they do in their free time?
What group do our clients belong to?
How are we going to distinguish the group to which we direct our communication with
others?
Can we transform these groups into potential clients?
If we target Marketing to specific groups, it is essential - because of the importance of our
work - that a reasonable number of them become customers.
THE INDIVIDUAL
The individual consumer has his own idea of the ideal product with which he will meet or
satisfy his needs, in addition to the specific priorities to spend his money.

If we use personal communication, that is, conceptual and proactive sale, the seller may not
be able to respond to all consumer considerations and / or objections. Therefore, it is
necessary to design and guide advertising in such a way that it impacts the majority of
possible consumers, within the commercial objectives that we intend to achieve, whether
direct (conceptual or interactive) or indirect (on the line or under the line). Individual
consumers will distinguish each other by:
Age
Sex
Income
Personality
Where they live
The industrial or commercial buyer is distinguished by being a person who tries to cover
their specific needs — functional and economic — and obtain specific benefits for their
company or business.
GENERAL MARKET SEGMENTATION
Marketing must focus specifically on the consumer and his relationship with the company.
Not all companies can meet the diverse needs of the consumer and — hence — carry it out
efficiently.
That is why, through specialization, companies concentrate their activities on the
development and manufacture of products or services aimed at specific sectors of the
population.
“Market segmentation” is the process of analysis and identification of consumer groups in a
market where they share similar characteristics and also very similar needs.
These groups of customers will possibly react in a similar way to the advertising campaigns
we have planned, if we have properly chosen the market segment, taking into account the
geographical area, the profile of the consumer and the product. An inadequate or erroneous
choice will be the failure of any business action in the field of Marketing.
Once identified the various segments that exist in the market, the company can decide
which of them is the most interesting or which historically has responded more effectively
to our offer.

The total market of goods and services can be divided into:

Consumer, know our product and buy it.
Retailer, we buy the product and resell it to the consumer.
Industrial, buy products or acquire services for its development and business evolution.
The consumer goods market is the largest that the Marketing expert can address. It includes
all fast consumer goods and durable consumer goods.
Durable goods, for example: washing machines, refrigerators, cars, etc. They represent a
very large part of the market and those with fast movement will understand those products
or items purchased to regularly meet the needs of consumers for immediate consumption.
SEGMENTATION BENEFIT
Once the consumer groups within our target market have been identified, with the goods
and / or services they demand, we have to define the methods of communication with that
market.
The objective is to achieve the exact identification of the specific groups to which we are
going to direct our offer, and in turn, to design an effective communication system that
encompasses and impacts — with such actions — the largest possible number of clients.
The segmentation of the market and the objective that we pursue, together with the line of
Marketing properly elaborated, are the concepts on which our work is supported as experts
in Marketing.
The main benefits obtained with market segmentation are:
See clearly the purpose and objectives we pursue, implementing effective marketing
strategies.
Have a much clearer vision of the position of our product or services in relation to the
competition. This is essential to develop a pricing strategy and a successful launch of the
offer.
Be able to clearly identify the real opportunities of the target market, for example by
discovering very specific “holes or niches”. We can then design new products or adaptation
of existing ones to cover this new business opportunity.

In our work we must achieve a market segment as wide as possible. The size of the market
and the segment that we are going to achieve will determine - as is logical - the volume of
sales that the company achieves.
BASES FOR MARKET SEGMENTATION
There are several ways in which consumers can be grouped or market segmented:
GRUPOS
Age and sex
Many products are aimed directly at groups of a certain age; This segmentation is very
useful for determining the means of communication to capture them.
Income
Knowing the disposable income of consumers is important to determine the quality or level
of the product that can attract a consumer or group of them.
Social class
The different social classes to which consumers belong can affect their interests, attitudes
and ways of spending money.
Geographic situation
The place where the consumer lives, to the north or south of the country, in a city or in the
countryside, is important for certain types of products or services.
Personality
Other forms of segmentation more product-oriented is the difference between users:
demanding or less demanding.
SEGMENTATION
Demographic
It refers to the functional and economic conditions of the consumer: age, sex, family
situation, social class, etc.
Psychographic
It refers to people's attitudes, interests and perceptions regarding the product. The
underlying and not only superficial knowledge of the person's attitudes and perceptions are
very important in Marketing.

Geographical area
This segmentation is especially important when the company tries to target its product or
service to a localized community.
THE SOCIAL POSITION AS A SEGMENTATION METHOD
This is one of the most common ways to classify the consumer and one of the most used
demographic variables, such as age and sex. The purpose of this type of analysis is to try to
identify market segments that respond similarly to our marketing strategy, that is, behave in
the same way.
We will use this system for the investigation of the target market as a fundamental method
of grouping.
For Marketing there are two basic forms of classification.
The NATIONAL INSTITUTE OF STATISTICS (INE) provides figures where households
are analyzed according to household income and other components of the family nucleus.
Identify people by their degree and social category, according to the following chart:
SOCIAL DEGREE CATEGORY
A) Upper Middle Class
B) Middle Class
C1 Low Middle Class
C2 Specialized Working Class
D Working Class
E Minimum Subsistence Level
The profiles of the aforementioned social classes are used by Marketing experts to identify
possible market segments and to implement strategic marketing with one objective: to
identify the economic level, lifestyle, cultural trends and purchasing behavior of A certain
social group.
But we must emphasize that not all individuals behave in the same way within a group.
However, with only a significant percentage having similar tastes, needs, desires and
purchasing power, this form of market segmentation, which covers our commercial
objectives or expectations, will always be justified.