8/19/2019 Mercadotecnia Top of heart top of mind

1/12

 NOMBRE:

 YADIRA GUADALUPE ORTIZ HERNANDEZRAFAEL SOSA GARCÍAIKZEL ALEJANDRA MEDINA ALBINO

OSCAR

INSTITUTO TECNOLÓGICO DEZACATECAS

LICENCIATURA EN ADMINISTRACIÓN

TOP-OF-MIND TOP-OF-HEART

Condestino a la  Mente y al

o!a"#n

8/19/2019 Mercadotecnia Top of heart top of mind

2/12

•

La mayor pro!"pa!#$% & 'o( )r%*( &mar+*#%) ( ma%*%r 'a( mar!a( % ' ,Top o-M#%&. & 'o( !o%("m#&or(/ ( &!#r/ a()"rar(0" ' p'a% (*ra*1)#!o % (" )'o2a'#&a& y 'a(a!!#o%( & !om"%#!a!#$% % par*#!"'ar/ ay"&% a("( mar!a( a ma%*%r( % ' pr#mr '")ar &r!or&a!#$% % 'a !a*)or3a % 'a 0" par*#!#pa%4

8/19/2019 Mercadotecnia Top of heart top of mind

3/12

• 4La ra5$% & po%r *a%*o1%-a(#( % ' -amo(o ,Top o-M#%&. ( 0" 'a 6#&%!#a

(7a'a 0" 'a( pr(o%a('#)% &%*ro & "% '#m#*a&o(* & mar!a( r!or&a&a((po%*8%am%*/ y 0"a0"''a( mar!a( 0" '#&ra%

'a '#(*a 6o!a&a *#%% m8(po(#2#'#&a&( & (r ')#&a(y 9%a'm%* !ompra&a(4Po&mo( &!#r %*o%!( 0"(*ar % pr#mr '")ar &'r!"r&o % 'a m%* &%"(*ro( )r"po( o2*#6o ("%a 2"%a -orma &a()"rar%o( 'a par*#!#pa!#$%& mr!a&o4

8/19/2019 Mercadotecnia Top of heart top of mind

4/12

Par!#ra (r0" 'o(!o%("m#&or((!o)%mar!a( !o%'a( !"a'(!ompar*% "%

!o%"%*o &6a'or( y!ara!*r3(*#!a( &

pr(o%a'#&a&4

8/19/2019 Mercadotecnia Top of heart top of mind

5/12

S# 'a !om2#%a!#$% &' ,Top o- M#%&. !o% ' ,Top o-Har*. ( 'a -$rm"'a para !o%0"#(*ar m%* y!ora5$% & 'o( !o%("m#&or(/ (* p"& (r "%2"% mom%*o para ;a!r "% #%6%*ar#o mo!#o%a'y pr)"%*ar'( ;"m#'&m%* a 'o( !o%("m#&or(

•

8/19/2019 Mercadotecnia Top of heart top of mind

6/12

La in$esti%ai#n

• La #%6(*#)a!#$% & mr!a&o %o( ay"&a a%*%&r !o% (p!#9!#&a& a %"(*ro( !'#%*(/a!*"a'( o po*%!#a'(/ a &9%#r %"(*ro *ar)* o)r"po o2*#6o pro *am2#1% %o( ay"&a a !o%o!r

a %"(*ra !omp*%!#a4

8/19/2019 Mercadotecnia Top of heart top of mind

7/12

Las&a!asneesitan'

(oy &)s*+en+na'inst!+&en

tos ,a!alo%!a!,osiiona!se

8/19/2019 Mercadotecnia Top of heart top of mind

8/12

 Hoy/ 'a( mar!a(2a(a% ("rp"*a!#$% %

!ompor*am#%*o( % 65 &pa'a2ra(/ % ("(a!!#o%( y %o %"%a -ra(p"2'#!#*ar#a

8/19/2019 Mercadotecnia Top of heart top of mind

9/12

E' !o%!p*o & Lo6Mar+(( 'a po(#!#$% & "%amar!a &%*ro & "%a!"'*"ra4 E% &1!a&a(

pa(a&a( 'a( a)%!#a( &p"2'#!#&a& ($'om%!#o%a2a% 'o(pro&"!*o( !omo a')o;a2#*"a'/ &(p"1( 'a mar!a

-" p%*ra%&o a 'amr!a%!3a y mp5$ 'po(#!#o%am#%*o/ Top o-M#%&4

8/19/2019 Mercadotecnia Top of heart top of mind

10/12

•  A;ora ' '")arprpo%&ra%* 'opo( a0"''amar!a 0" 'o)ra!om"%#!ar 6a'or(y !rar % 'a m%*

&' !ompra&or "%(!%ar#o a' 0"&(a pr*%!r

8/19/2019 Mercadotecnia Top of heart top of mind

11/12

.+/ (ae *+e +n

ons+&ido! ,!e0e!a+na &a!a so1!e ot!a2

• La (po%#2#'#&a& &'pro&"!*o p"&o ;a2r

(#&o "%a r(p"(*a % 'o(( (" !a'#&a&/ % 'o(( pro ;oy/ % "%a&1!a&a )o'pa&a por 'a!r#(#(/ 'o ra5o%a2' (r3a

&!#r 0" ' pr!#o/ (#%m2ar)o/ %# S*ar2"!+( %#App' (o% 2ara*o(/ *o&o'o !o%*rar#o4

8/19/2019 Mercadotecnia Top of heart top of mind

12/12

Po! *+/ s+s ,!od+tosson o13etos de deseo

inl+so +ando e4isten

alte!nati$as &)seon#&ias2

• E(*a !"(*#$% ( rp#*!o% ' r-r(!o &

mayor 6%*a % 'm"%&o/ Co!aCo'a 'mo2#'#ar#o y a!!(or#o(& IKEA ' 6o&+aA2(o'"* 'o( pro&"!*o(

&por*#6o( N#+ 'ma)o a&o'(!%*/Harry Po**r/ %*rm"!;o( o*ro( !a(o(4