Tendencias en capacidades de marketing

  • Silvia L. Martin California State University
Palabras clave: capacidades de marketing, capacidad de servicio, capacidad de nuevos productos, comercio electrónico

Resumen

Las empresas contemporáneas se enfocan en el marketing debido a su importancia y las ventajas que brinda a nivel comercial. Sin embargo, esto también significa que deben enfrentar desafíos significativos y a otras organizaciones en ese campo. Las empresas de este tiempo requieren factores estructurales organizacionales para identificar las necesidades de sus clientes, la participación de los consumidores y la percepción del mercado. Esto se logra a través de la exploración y explotación de productos, lo cual amplia el suministro de existencias de las pymes a clientes nuevos y existentes y aumenta las ganancias. La adopción del comercio electrónico se ha vuelto fundamental para las pymes, especialmente en el sector de las tecnologías de la información, ya que permite analizar diversas métricas, mejorar el servicio al cliente y reducir los costos operativos, además de una mayor eficiencia en la distribución y la comunicación con el cliente. De esta forma, el servicio promueve la lealtad del cliente y mejora la confianza. El desarrollo de nuevos productos aumenta las ganancias y permite satisfacer las necesidades del mercado. El comercio electrónico abre nuevos mercados, coadyuva en el servicio al cliente y mejora la comunicación. En resumen, estas tres capacidades de marketing son útiles para obtener ventajas competitivas a largo plazo y desarrollar factores diferenciadores frente a la competencia directa.

Biografía del autor/a

Silvia L. Martin, California State University

Silvia L. Martin
Profesora Asociada de Marketing
California State University
Estados Unidos de América
E-mail: smart236@calstatela.edu

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Cómo citar
Martin, S. L. (2021). Tendencias en capacidades de marketing. Revista CEA, 7(13), e-1865. https://doi.org/10.22430/24223182.1865

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Publicado
2021-01-30
Sección
Editorial

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