TAREA 4

Unidad 4

Patrones de Organización de un Párrafo


A. Seleccione un texto relacionado con su área de experticia.


• Lea el texto y extraiga las definiciones y los marcadores del discurso.


B. Seleccione otro texto relacionado con su área de experticia y extraiga las palabras claves, diga si son de instrucciones, o de secuencia u ordenamiento del tiempo.

• Marcadores de Tiempo


• Tipo de texto


• Idea general del párrafo

Texto 1:

Implementation planning

Main article: Marketing plan

The Marketing Metrickjjntinuum provides a framework for how to categorize metrics from the tactical to strategic.

After the firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, marketing managers focus on how to best implement the chosen strategy. Traditionally, this has involved implementation planning across the "4Ps" of marketing: Product management, Pricing (at what price slot do you position your product, for e-g low, medium or high price), Place (the place/area where you are going to be selling your products, it could be local, regional, country wide or International) (i.e. sales and distribution channels), and People. Now a new P has been added making it a total of 5P's. The 5th P is Politics which affects marketing in a significant way.

Taken together, the company's implementation choices across the 4(5)Ps are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces the firm's chosen positioning, builds customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives.

In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes:

• An executive summary

• Situation analysis to summarize facts and insights gained from market research and marketing analysis

• The company's mission statement or long-term strategic vision

• A statement of the company's key objectives, often subdivided into marketing objectives and financial objectives

• The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved

• Implementation choices for each element of the marketing mix (the 4(5)Ps)

Definiciones:

1.- Product management,: Product manager o jefe de producto, integrado en el departamento de marketing de una compañía, es el máximo responsable de un servicio, producto o gama de productos. Su implicación dura desde la concepción del mismo hasta su desaparición.

2.- marketing mix: Se denomina Mezcla de Mercadotecnia (llamado también Marketing Mix, Mezcla Comercial, Mix Comercial, etc.) a las herramientas o variables de las que dispone el responsable de la mercadotecnia para cumplir con los objetivos de la compañía.

3.- go to market: En Dirección de marketing, “Go To Market” es una estrategia de negocio cuyo objetivo principal es generar una ventaja competitiva y ganar en el mercado en que compite logrando que la propuesta de valor suceda en el punto de venta como fue planeada.

Marcadores de Discurso:

1.- involved

2.- is

3.- which

Texto 2:

Marketing management

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Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm's marketing strategy.[1] Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product [2] To create an effective, cost-efficient Marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.[3] In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.

Palabras Claves:

Marketing

Corporate culture

General manager

Strategic planning.

Marcador de tiempo:

No observo en el parrafo.

Tipo de texto:

Secuencial.

Idea General del parrafo:

Explicar como el marketing es una herramienta necesaria que contribuye al desarrollo de culturas corporativas y describe brevemente como la gerencia del mercadeo es una diciplina de negocio de aplicación práctica cuya implicación dentro de los negocio tiene una repercusión a nivel global destacando la importancia de la gerencia del marketing.