{"id":212,"date":"2020-01-21T13:00:06","date_gmt":"2020-01-21T19:00:06","guid":{"rendered":"https:\/\/blogs.uninter.edu.mx\/ENDECS\/?p=212"},"modified":"2020-01-20T15:03:21","modified_gmt":"2020-01-20T21:03:21","slug":"lic-grecia-ayala-tejada-tesis-de-grado","status":"publish","type":"post","link":"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/01\/21\/lic-grecia-ayala-tejada-tesis-de-grado\/","title":{"rendered":"An\u00e1lisis de la estrategia de marketing y merchandising utilizado por Starbucks en M\u00e9xico."},"content":{"rendered":"\n<figure class=\"wp-block-image\"><a href=\"uninter.edu.mx\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/Imagen1.gif\" alt=\"Estrategia de Marketing de starbucks\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"text-align:center\">Tesina de Grado<\/h2>\n\n\n\n<p style=\"text-align:justify\">Tesis de grado, la mayor\u00eda de los pa\u00edses reconocen la importancia del marketing, as\u00ed como el reconocimiento de la marca para dar a conocer sus productos y\/o servicios adquiriendo nuevos mercados para obtener o mantener un posicionamiento en el comercio internacional. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img loading=\"lazy\" decoding=\"async\" width=\"264\" height=\"191\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/merchandising.png\" alt=\"tesis de grado\" class=\"wp-image-214\"\/><\/figure><\/div>\n\n\n\n<p style=\"text-align:justify\">La investigaci\u00f3n fue presentada por la LIC. GRECIA AYALA TEJADA para obtener el grado de Maestra en <a href=\"https:\/\/posgrados.uninter.edu.mx\/Maes-Admin-Direc\">Administraci\u00f3n con Especialidad en Negocios Internacionales.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Resumen<\/h2>\n\n\n\n<p style=\"text-align:justify\">El consumo es una herramienta clave para las actividades econ\u00f3micas de\ncada pa\u00eds, por lo cual se debe comprender y analizar la conducta del consumidor\nen los diferentes factores culturales, sociales, valores y tradiciones, as\u00ed como la motivaci\u00f3n\no la necesidad que tienen a la hora de la compra del producto.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"274\" height=\"184\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/promocion-comercial.jpg\" alt=\"tesis de grado\" class=\"wp-image-215\"\/><\/figure><\/div>\n\n\n\n<p style=\"text-align:justify\">Kotler define \u201cEl marketing como el proceso mediante el cual las compa\u00f1\u00edas crean valor para sus clientes y establecen relaciones s\u00f3lidas con ellos para obtener a cambio valor de \u00e9stos.\u201d (Kotler P. y., 2012). Es por esto que el consumidor se siente identificado con la marca, satisfaciendo sus necesidades y deseos en la obtenci\u00f3n del producto.<\/p>\n\n\n\n<p style=\"text-align:justify\">Para la obtenci\u00f3n de cualquier producto o servicio el marketing juega como punto clave para poder llegar al consumidor final, tomando en cuenta \u201clas necesidades sociales de pertenencia y afecto\u201d (Kotler P. y., 2012), como se mencionaba anteriormente, la toma de decisiones de un consumidor se centra en los factores sociales, cada consumidor quiere ser parte de la globalizaci\u00f3n y lo que est\u00e1 de moda en la actualidad, por lo cual el consumidor quiere pertenecer a ese nicho de mercado en el cual todos est\u00e1n experimentando y probando, haciendo de esta su \u201cmarca\u201d favorita, ya que se sienten identificados en la sociedad. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"386\" height=\"130\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/merchandising-1.jpg\" alt=\"tesis de grado\" class=\"wp-image-213\" srcset=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/merchandising-1.jpg 386w, https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2019\/06\/merchandising-1-300x101.jpg 300w\" sizes=\"auto, (max-width: 386px) 100vw, 386px\" \/><\/figure><\/div>\n\n\n\n<p style=\"text-align:justify\">Hoy en d\u00eda nos vemos influenciados a comprar productos solo por la \u201cmarca\u201d o nombre por diferentes circunstancias, ya sea por sentirnos identificados con el producto, marca o alguien que nos influye de manera a comprar esa marca espec\u00edfica y logra persuadirnos a comprar el producto.<\/p>\n\n\n\n<p><strong>Si quieres seguir leyendo, ingresa al siguiente link <\/strong><\/p>\n\n\n\n<div class=\"wp-block-button alignleft is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-background has-very-light-gray-background-color\" href=\"https:\/\/uninteredumx-my.sharepoint.com\/:b:\/g\/personal\/endecs_uninter_edu_mx\/Edbig4B6p9FHlIYcPL2u8R8Bl1hhQPb3i77H6eogiS_nUg?e=xI1Yjc\"><strong>Descarga aqu\u00ed<\/strong><\/a><\/div>\n\n\n\n<div class=\"wp-block-button alignleft is-style-outline is-style-outline--2\"><a class=\"wp-block-button__link has-background has-very-light-gray-background-color\" href=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\"><strong>M\u00e1s de la ENDECS<\/strong><\/a><\/div>\n\n\n\n<div class=\"wp-block-button alignleft is-style-outline is-style-outline--3\"><a class=\"wp-block-button__link has-background has-very-light-gray-background-color\" href=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/category\/posgrados\/\"><strong>Otras publicaciones<\/strong><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tesina de An\u00e1lisis de la estrategia de marca y merchandising utilizado por Starbucks en M\u00e9xico. presentada por la LIC. GRECIA AYALA TEJADA para obtener el grado de Maestra en Administraci\u00f3n con Especialidad en Negocios Internacionales.<\/p>\n","protected":false},"author":17,"featured_media":372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1,30,4],"tags":[21,244,50,52,51,49,22,23],"class_list":["post-212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-endecs","category-investigaciones","category-posgrados-uninter","tag-endecs","tag-escuela-de-negocios-derecho-y-ciencias-sociales","tag-estrategia","tag-marketing","tag-mercadotecnia","tag-merchandising","tag-uninter","tag-universidad-internacional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>An\u00e1lisis de la estrategia de marketing y merchandising de Starbucks MX<\/title>\r\n<meta name=\"description\" content=\"Para la obtenci\u00f3n de cualquier producto o servicio el marketing juega como punto clave para poder llegar al consumidor final...\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/01\/21\/lic-grecia-ayala-tejada-tesis-de-grado\/\" \/>\r\n<meta property=\"og:locale\" content=\"es_MX\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"An\u00e1lisis de la estrategia de marca y merchandising utilizado por Starbucks en M\u00e9xico.\" \/>\r\n<meta property=\"og:description\" content=\"La investigaci\u00f3n fue presentada por la LIC. 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