unidad2-estudiodemercado-130218003444-phpapp02.pptx

7/26/2019 unidad2-estudiodemercado-130218003444-phpapp02.pptx

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GABRIELA VARA GLVEZ

FORMULACIN Y EVALUACIN DE PROYECTOS DE INVERSIN

M. I. PATRICIA GAMBOA RODRGUEZ

UNIDAD 2.- ESTUDIO DE MERCADO

INSTITUTO TECNOLOGICO SUPERIOR DE COATZACOALCOS


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Unidad 2.- Estudio de Mercado

2.1.- Defii!i" # O$%e&i'( )e* E+&,)i( )e e!/)( .

2.2.- I)e&ifi!/!i" )e* P(),!&(.2.0.- See&/!i" )e* Me!/)(.

2..- A3*i+i+ )e */ )e/)/.

2.4.- A3*i+i+ )e */ Ofe&/.

2.5.- A3*i+i+ )e Pe!i(+.2.6.- C(e!i/*i7/!i" )e* P(),!&( ( Se'i!i(.

2.8.- T9!i!/+ :// e* A!(:i( )e If(/!i".

2.;.- C(!*,+i(e+ )e* E+&,)i( )e* Me!/)(.


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Me!/)( +e efiee / )(+ i)e/+ e*/&i'/+ / */+ &/+/!!i(e+ !(e!i/*e+. P( ,/:/&e +e &/&/ )e , *,/ f,e /?,ii )i!?(+ $iee+ ( +e'i!i(+. A>,< e*e!/)( e+ , *,/ f,e )e ,/ , (&/ f(/ +e3//*i7/)(+= :(!e+/)(+ e)i/&e ?e/ie&/+ e+&/)


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+e e&ie)e :( ($%e&i'(+ )e* e+&,)i( )e* e!/)( *(+ +i,ie&e+@ R/&ifi!/ */ ei+&e!i/ )e ,/ e!e+i)/) i+/&i+fe!?/ e e* e!/)(= ( */ :(+i$i*i)/)

)e $i)/ , $,e +e'i!i( >,e e* >,e (fe!e *(+ :(),!&(+ ei+&e&e+ e e*

e!/)(. De&ei/ */ !/&i)/) )e $iee+ ( +e'i!i(+ :('eie&e+ )e ,/ ,e'/ ,i)/) )e

:(),!!i" >,e */ !(,i)/) e+&/,ii e )e&ei/)(+ :e!i(+. C((!e !,/*e+ +( *(+ e)i(+ >,e +e e:*e/ :// ?/!e **e/ (+ $iee+ #

+e'i!i(+ / *(+ ,+,/i(+. C(( ,*&i( ($%e&i'(= &/* 'e+ e* /+ i:(&/&e= :e( :( )e+/!i/ i&/i$*e= e*

e+&,)i( )e* e!/)( +e :(:(e / )/ ,/ i)e/ /* i'e+i(i+&/ )e* ie+( >,e +,:(),!&( !(e )e +e ( ( /!e:&/)( e e* e!/)(. U/ )e/)/ i+/&i+fe!?/!*// # /)e= ( +ie:e i)i!/ >,e :,e)/ :ee&/+e !( f/!i*i)/) e e+ee!/)(= #/ >,e e+&e :,e)e e+&/ e /(+ )e , ((:(*i( , (*i(:(*i(. Ue!/)( /:/e&ee&e +/&,/)( i)i!// >,e ( e+ :(+i$*e 'e)e ,/ !/&i)/)/)i!i(/* / */ >,e (/*e&e +e !(+,e.

2.1.- Definicin y objetivo del Estudio del

Mercado.


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De$e ?/!e+e ,/ )e+!i:!i" e/!&/ )e* :(),!&( ( (+ :(),!&(+ >,e +e:e&e)/ e*/$(/.

E !/+( )e &/&/+e )e ,/ :ie7/ e!3i!/= , ,e$*e ( ,/ ?e/ie&/= :(

e%e:*(= e* :(),!&( )e$e3 /!(://+e )e , )i$,%( / e+!/*/ >,e ,e+&e&()/+ */+ :/&e+ >,e *( !(:(e # */ (/ )e !/*i)/) e *( >,e +e efiee /e+i+&e!i/ )e /&ei/*e+= &(*e/!i/+ / )i+&/!i/+= e&!. E e* !/+( )e *(+ :(),!&(+/*ie&i!i(+ +e /(&// */+ (/+ e)i&/)/+ :( */ Se!e&/i/ )e S/*,) (Mii+&ei( Mi!($i(*"i!(+ . E e* !/+( )e *(+ :(),!&(+ >,


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P( +, 'i)/ )e /*/!9= +e !*/+ifi!/ e ),/)e(+( :ee!e)e(+= !(( +( *(+/://&(+ e*9!&i!(+= ?e/ie&/+= ,e$*e+ # (&(+= # ( ),/)e(+ :ee!e)e(+=>,e +( :i!i:/*e&e /*ie&(+ fe+!(+ # e'/+/)(+.

L(+ :(),!&(+ )e !(+,(= #/ +e/ i&ee)i( ( fi/*= &/$i9 :,e)e !*/+ifi!/+e!((@ De !('eie!i/= *(+ >,e / +, 'e+ +e +,$)i'i)e e $3+i!(+= !(( *(+

/*ie&(+= !,#/ !(:/ +e :*/e/= # )e !('eie!i/ :( i:,*+(= !,#/!(:/ ( e!e+/i/e&e +e :*/e/= !(( (!,e !( */+ (fe&/+= *(+

/&


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P(),!&(+ >,e +e /)>,iee :( e+:e!i/*i)/)= !(( e* +e'i!i( e)i!(= e*

+e'i!i( e*/!i(/)( !( *(+ /,&("'i*e+= !( *(+ !,/*e+ (!,e >,e !,/)( e*!(+,i)( e!,e&/ *( >,e +/&i+f/!e= +ie:e ee+/ / i+( +i&i(.

P(),!&(+ ( $,+!/)(+ !ee&ei(+= /$(/)(+= ?(+:i&/*e+= e&!.= >,e +(:(),!&(+ ( +e'i!i(+ *(+ !,/*e+ ,!/ +e >,iee &ee e*/!i"= :e( !,/)(+e e!e+i&/ # +e e!,e&/ ,( >,e e+ +/&i+f/!&(i(= */ :"i/ 'e+ +e /!,)e/* i+( +i&i(.

T/$i9 +e :,e)e !*/+ifi!/ *(+ :(),!&(+ e ,/ f(/ ee/* !(( $iee+ )e!(+,( i&ee)i( i),+&i/* # $iee+ )e !(+,( fi/*.

C( e+&( e* i'e+&i/)( :(!e)e3 / !*/+ifi!/ e* :(),!&( +e +, /&,/*e7/ #,+( e+:e!ifi!(.

2.2.- Identificacin del Producto


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L(+ e!/)(+ e+&3 f(/)(+ :( i)i'i),(+ # :( e&i)/)e+ ?e&e(9e(+= !(e!e+i)/)e+ )i+&i&/+= >,e /* !(:/ :(),!&(+= $,+!/ e e**(+ $eefi!i(+ #,&i*i)/)e+ )ifee&e+.

L/ +ee&/!i" e+ */ )i'i+i" )e* e!/)( e ,:(+ ?((9e(+= :// /:*i!/ /!/)/ ,( )e e**(+ ,/ e+&/&ei/ )e /e&i >,e :ei&/ +/&i+f/!e )e f(/efe!&i'/ */+ e!e+i)/)e+ )e !/)/ ,:( # *(/ *(+ ($%e&i'(+ )e */ e:e+/. L/+e:e+/+ +ee&/ +,+ e!/)(+ :(>,e@ :ei&e , !((!iie&( e%( )e */+ e!e+i)/)e+H)e+e(+ )e *(+ !(+,i)(e+ :(e )e e*ie'e */+ (:(&,i)/)e+ )e e(!i( ei+&e&e+ +ee&(+

)e+/&e)i)(+ !(&i$,#e / e+&/$*e!e :i(i)/)e+ # / )e+!,$i +ee&(+ )e+/&e)i)(+ f/!i*i&/ e* /3*i+i+ )e */ !(:e&e!i/= #/ >,e e !/)/ +ee&( /!&/

:(!(+ # +e !((!e */+ !,(&/+ :ei&e /%,+&/ */+ e!e+i)/)e+ )e :(),!&(+H+e'i!i(+ / */+ e!e+i)/)e+

e+:e!


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P// >,e */ +ee&/!i" +e/ efe!&i'/ :ei&/ /&e)e */+ e!e+i)/)e+ #*/+ )e/)/+ )e* e!/)(= /*!/7/)( *(+ ($%e&i'(+ !(e!i/*e+ )e */ e:e+/=*(+ +ee&(+ ?/ )e +e@

i)e&ifi!/$*e+ f3!i*e&e # +, :(&e!i/* )e !(:/ e)i$*e /!!e+i$*e+ !((!e e >,9 :,&(+ !(:/ # >,9 e)i(+ )e !(,i!/!i" *e+

if*,#e +,fi!ie&ee&e /)e+ :// +e e&/$*e+ # %,+&ifi!/ ,/ (fe&/ e+:e!


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2.4.- n!lisis de la Demanda

Se e&ie)e :( )e/)/ */ !/&i)/) )e $iee+ # +e'i!i(+ >,e e* e!/)( e>,iee (+(*i!i&/ :// $,+!/ */ +/&i+f/!!i" )e ,/ e!e+i)/) e+:e!ifi!/ / , :e!i( )e&ei/)(.

E* :i!i:/* :(:"+i&( >,e +e :e+i,e !( e* /3*i+i+ )e */ )e/)/ e+ )e&ei/ #e)i !,/*e+ +( */+ f,e7/+ >,e /fe!&/ *(+ e>,eiie&(+ )e* e!/)( !( e+:e!&( /, $ie ( +e'i!i(= /+< !(( )e&ei/ */ :(+i$i*i)/) )e :/&i!i:/!i" )e* :(),!&( )e*:(#e!&( e */ +/&i+f/!!i" )e )i!?/ )e/)/.

P// )e&ei/ */ )e/)/ +e e:*e/ ?e/ie&/+ )e i'e+&i/!i" )e e!/)(= / */

>,e +e ?/!e efee!i/ e (&/+ :/&e+ $3+i!/e&e i'e+&i/!i" e+&/),e e* e!/)( e>,iee # +e :,e)e e:e+/!((@

De/)/ CNA :(),!!i" /!i(/* J i:(&/!i(e+ - e:(&/!i(e+


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P// *(+ efe!&(+ )e* /3*i+i+ ei+&e '/i(+ &i:(+ )e )e/)/= >,e +e :,e)e!*/+ifi!/ !((@

E e*/!i" !( +, (:(&,i)/)= ei+&e 2 &i:(+@

De/)/ i+/&i+fe!?/= e / >,e */ :(),!!i" , (fe!i)( ( /*!/7/ / !,$i*(+ e>,eiie&(+ )e* e!/)(.

De/)/ +/&i+fe!?/= e */ >,e *( (fe!i)( /* e!/)( e+ e/!&/e&e *( >,ee+&e e>,iee. Se :,e)e e!((!e 2 &i:(+ )e )e/)/ +/&i+fe!?/@ S/&,/)/= */ >,e #/ ( :,e)e +(:(&/ ,/ /#( !/&i)/) )e* $ie (

+e'i!i( e e* e!/)(= :,e+ +e e+&/ ,+/)( :*e/e&e. E+ ,# )if

e!(&/ e+&/ +i&,/!i" e e* e!/)( e/*. N( +/&,/)/= e+ */ >,e +e e!,e&/ /:/e&ee&e +/&i+fe!?/= :e( >,e

+e :,e)e ?/!e !e!e e)i/&e e* ,+( )e ?e/ie&/+ e!/)(&9!i!/+=!(( */+ (fe&/+ # */ :,$*i!i)/).


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E e*/!i" !( +, e!e+i)/)= +e e!,e&/ 2 &i:(+@

Biee+ +(!i/* # /!i(/* e&e e!e+/i(+= >,e +( *(+ >,e */ +(!ie)/) e>,iee:// +, )e+/(**( # !e!iie&(= # e+&3 e*/!i(/)/+ !( */ /*ie&/!i"= e*

'e+&i)(= */ 'i'ie)/= # (&(+ ,$(+. Bie+ ( e!e+/i(+ ( )e ,+&( >,e e+ :3!&i!/e&e e* **//)( !(+,(

+,&,/i(= !(( */ /)>,i+i!i" )e :ef,e+= (:/ fi/ # (&(+ $iee+ )e e+&e &i:(.

E e*/!i" !( +, &e:(/*i)/)= +e e!((!e 2 &i:(+@ C(&i,/= e+ e* >,e :e/e!e ),/&e */(+ :ei()(+= (/*e&e e

!e!iie&(= !(( (!,e !( *(+ /*ie&(+= !,#( !(+,( i/ e /,e&(

ie&/+ !e7!/ */ :($*/!i". C*,e /*,/ f(/ +e e*/!i(/ !( *(+ :ei()(+ )e*

/(= :( !i!,+&/!i/+ !*i/&(*"i!/+ ( !(e!i/*e+= !(( e/*(+ e */ 9:(!//'i)e/= ://,/+ e */ 9:(!/ )e **,'i/+= efi/)(e+ )e /ie+ e *(+ &ie:(+)e !/*(= e&!.



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De /!,)( !( +, )e+&i( = +e e!((!e 2 &i:(+@

Biee+ fi/*e+= >,e +( *(+ /)>,ii)(+ )ie!&/e&e :( e* !(+,i)( :// +,,+( ( /:('e!?/ie&(.

De/)/ )e $iee+ i&ee)i(+ ( i),+&i/*e+= >,e +( *(+ >,e e>,iee /*:(!e+/ie&( :// +e $iee+ )e !(+,( fi/*.

Si +e e/*i7/ e* e+&,)i( )e , :(#e!&( :// +,+&i&,i ,/ />,i/i/ :(($+(*e+!e!i/ ( :( !/:/!i)/) i+,fi!ie&e= e* &ei( demanda !/$i/ e +,!(!e:&(. De/)/ />,< +( */+ e!e+i)/)e+ ( e>,eiie&(+ )e :(),!!i" )e

*/ />,i/i/ $/%( e+&,)i(= e:e+/)/+ !(( :(),!!i" :( ,i)/) )e &ie:(= #+(*( +e'i3 :// e+e !/*!,*( *(+ )/&(+ )e )e/)/ i&e/= +i /fe!&/ e *( /+


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L/ (fe&/ +e )efie !(( */ !/&i)/) )e $iee+ ( +e'i!i(+ >,e +e :(e / */)i+:(+i!i" )e* :$*i!( !(+,i)( e )e&ei/)/+ !/&i)/)e+= :e!i(= &ie:( #*,/ :// >,e= e f,!i" )e 9+&(+= />,9* *(+ /)>,ie/. A+,e +e )e+e/ i&(),!i /* !i!,i&( !(e!i/*= :// )e&ei/ +i *(+>,e +e :(:(e !(*(!/ e e* e!/)( !,:*e !( */+ !//!&e


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E e* :ie !/+( efei)( !(( e* )e e+:e!i/*i7/!i"= +e &/&/ )e ((:(*i(+=)()e ,( +(*( e+ (fee&e e ,/ *(!/*i)/)= ei" ( :/,e +e :(e )e/!,e)( e&e e**(+ :// )e&ei/ e* :e!i( )e e!/)(= +e *e+ !((!e !(( e*(*i(:(*i(. M,# +ii*/ /* !/+( /&ei(= e* !(+,i)( ( /fe!&/ e* e!/)(= :,e++, :/&i!i:/!i" i,/*e&e +e 'e e+&ii)/ :( +, !/:/!i)/) )e !(:/.

E *( e*/&i'( /* e+&,)i( )e */ (fe&/= :// e+&e i(= +e )e$e !((!e >,i9e+e+&3 (fe!ie)( e+e i+( $ie ( +e'i!i(= / *(+ +,+&i&,&(+ e */ :*/7/ )()e +e)e+e/ :/&i!i:/= !( e* ($%e&( )e )e&ei/ >,9 &/&( +e e&e/ /* e!/)(= >,9&/&( 3+ :,e)e /!e:&/ 9+&e= !,3*e+ +( */+ !//!&e


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E* e+&,)i( )e$e !(&ee */ !/&i)/) )e e:e+/+ :/&i!i:/&e+= *(+ '(*ee+ (fe!i)(+ e*/ 7(/ # e* :e!i( :(e)i( /* >,e +e 'e)e. E e+&e :,&(= e+ !('eie&e e/*i7/ ,!,/)( !(://&i'( e&e *(+ )i+&i&(+ &i:(+ )e (fee&e+ !( +,+ )i'e+(+ $iee+ ( +e'i!i(+=!(:// +,+ :e!i(+ # */ !/*i)/) (fe!i)(+= )e :efee!i/ i'e+&i/ /!e!/ )e *(+

:(&e!i/*e+ )e :(),!!i"= ( +e/ +/$e +i :,e)e (fe!e e /#(e+ '(*ee+ # ?/!e ,/:e( )e */ )i+&i$,!i" e */ 7(/ )e i&e9+= e+:e!&( )e* i( >,e +e :(:(e i+&/*/.

E+&(+ +( *(+ :,&(+ 3+ i:(&/&e+ / &ee e !,e&/ /* e/*i7/ e* !,/)( !(://&i'(@

N($e )e* P(),!&( L(!/*i7/!i" G/)( )e ,&i*i7/!i" )e */ C/:/!i)/) i+&/*/)/ K Pe!i( )e* :(),!&( /* !*ie&e Se/*e :*/e+ )e e:/+i" I'e+i" fi%/ e+&i/)/ Ne( )e &/$/%/)(e+ (!,:/)(+ V(*,e )e P(),!!i"

2.5.- n!lisis de la "ferta


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E+ */ !/&i)/) (e&/i/ / */ >,e *(+ :(),!&(e+ e+&3 )i+:,e+&(+ / 'e)e= # *(+!(+,i)(e+ / !(:/ , $ie ( +e'i!i(= !,/)( */ (fe&/ # )e/)/ e+&3 ee>,i*i$i(.

L/ )efii!i" )e :e!i( ( :,e)e ei&i+e +i >,e ?/#/ :(&e+&/+ )e i'e+&i/)(e+ )e(&/+ 3e/+. De+)e ?/!e /* &ie:(= e M9i!(= ei+&e , !(&(* ,$e/e&/* )e:e!i(+ )e !ie&(+ :(),!&(+ # +e'i!i(+= *( !,/* ?/!e >,e */ )efii!i" /&ei( +e ',e*'/($+(*e&/. T/$i9 ?/# >,ie :ie+/ >,e e* :e!i( ( *( )e&ei/ e* e>,i*i$i( e&e (fe&/# )e/)/= +i ( >,e !(+i+&e e e* !(+&( )e :(),!!i" =/+ , :(!e&/%e )e //!i/+.,iee+ /+< :ie+/ )e%/ )e */)( e* ?e!?( )e >,e ( e+ f3!i* /:*i!/ , :(!e&/%e )e//!i/ ,i&/i/= :,e+ */ &/+/ /,/* )e //!i/+ /,/*= >,e e+ , $,e i)i!/)( )e*e)iie&( )e ,/ i'e+i"= '/i/ !( */ !/&i)/) )e ,i)/)e+ :(),!i)/+.

E* e%e:*( /+ !*/( )e >,e */ )efii!i" )/)/ e+ *( /+ !e!/( / */ e/*i)/)= e+ */+i&,/!i" ,)i/* )e* :e&"*e(. C,/)( ?,$( )e/)/ 1;65 e* :e!i( ,)i/* +,$i" :(?/# )e *(+ 0 )"*/e+= # !,/)( $/%( */ )e/)/ 1;85= e* :e!i( ,)i/* !/#( :( )e$/%()e *(+ 12 )"*/e+= i)e:e)ie&e )e +, !(+&( )e :(),!!i".

2.6.- n!lisis del Precio


18/27

A* e/*i7/ , e+&,)i( +($e +i&,/!i" )e e>,i:(= e* :e!i( :,e)e !(!e:&,/*i7/+e+e */ +i&,/!i"@ +i */+ :ie7/+ >,e :(),!e e* e>,i:( $/%( e+&,)i( +e e*/$(/:/!i/*e&e f,e/ )e */ e:e+/= e* :e!i( / !(+i)e/ e+ e* )e* !(+&e )e */ />,i*/ >,e+e !($/. Si e* e>,i:( +(*( :(),!e ( :(:(!i(/ /* +e'i!i( i&e(= e* :e!i( +e!/*!,*/ ($+e'/)( */+ /7(e+ :( */+ !,/*e+ +e )e+e/ +,+&i&,i e* e>,i:(@ +i e+ :(($+(*e&(= (/*e&e +e e+&/3 :(),!ie)( /&,e ?/!e >,e e* :e!i( :( :ie7/ +e e*e'e +($e e*:e!i( (/*e&e !/*!,*/)(.

+i */ />,i/ e/*i7/ ,/ :/&e )e ,/ +e!,e!i/ )e (:e/!i(e+= e* :e!i( +e !/*!,*/:(/&e/)( /( )e ($/ >,e !(+,e */ />,i/= !($,+&i$*e= ee,ie e>,i:( )e$e e+&/ /:(#/)/ e */+ 'e&/%/+ >,e :(:(!i(ee* e:*/7(.



19/27

De */+ :i!i:/*e+ 'e&/%/+ )e$e +($e+/*i ,/ :(),!!i" /+ /*&/= :( ,i)/))e &ie:( # , :e!i( /+ $/%(= /* :(),!i e(+ :ie7/+ )efe!&,(+/+ ( i+(:e!i( :e( !( e%( !/*i)/)= :( *( >,e +e ?/!e i)i+:e+/$*e !((!e e* :e!i(

)e :(),!!i"= !,/*>,ie/ >,e +e/ */ +i&,/!i" e >,e e+&/ +e e/*i!e # +i i:(&/>,e +e ($&e/ :( :(/&e(= *( >,e ( )/ , !/*!,*( ,# e/!&(= :e( >,e )/3e* i+( e( ( / i+/ efee!i/ >,e +i +e ,&i*i7// i)9&i!( 9&()( )e:(/&e(= &/&( :// */ />,i/ ,+/)/ !(( :// */ ,e'/.

Ti:(+ )e :e!i(+@

I&e/!i(/*@ +e ,&i*i7/ :// /&

Rei(/* e&e(@ e+ e* :e!i( 'ie&e +(*( e :/&e )e , !(&ie&e.



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Rei(/* i&e(@ e+ e* :e!i( 'ie&e e +(*( ,/ :/&e )e* :/,e e+ */ $/+e :// !/*!,*/ *(+

ie+(+ f,&,(+= # ?/# >,e )i+&i,i e/!&/e&e )e >,e &i:( )e :e!i( +e &/&/ #!(( # !(( +e 'e /fe!&/)( /* >,ee !/$i/ */+ !()i!i(e+ e >,e +ee!,e&/= :i!i:/*e&e e* +i&i( )e 'e&/+.



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L/ !(e!i/*i7/!i" e+ */ /!&i'i)/) >,e :ei&e /* :(),!&( ?/!e **e/ , $ie (+e'i!i( /* !(+,i)( !( *(+ $eefi!i(+ )e &ie:( # *,/.

E+ e* /+:e!&( )e */ e!/)(&e!i/ /+ '/(= # :( e+/ /7"= e* /+ )e+!,i)/)(.A* )e+/(**/ */ e&/:/ )e :ef/!&i$i*i)/) e */ e'/*,/!i" )e , :(#e!&(= ,!?(+i'e+&i/)(e+ +i:*ee&e if(/ e e* e+&,)i( >,e */ e:e+/ :()3 'e)e)ie!&/e&e e* :(),!&( /* :,$*i!( ( /* !(+,i)(= !( */ !,/* e'i&/ */ :/&e )e!(e!i/*i7/!i".

L/ !(e!i/*i7/!i" ( e+ */ +i:*e &/+fee!i/ )e :(),!&(+ ?/+&/ */+ /(+ )e*!(+,i)( e+&/ /!&i'i)/) )e$e !(fei*e /* :(),!&( *(+ $eefi!i(+ )e* &ie:( #*,/= e+ )e!i= ,/ $,e/ !(e!i/*i7/!i" e+ */ >,e !(*(!/ /* :(),!&( e , +i&i(# (e&( /)e!,/)(+= :// )/ /* !(+,i)( */ +/&i+f/!!i" >,e e* e+:e/ )e /!(:/.

2.7.- #omerciali$acin del Producto o

Servicio


22/27

E* /!(:i( )e */ if(/!i" :,e)e !*/+ifi!/+e )e */ +i,ie&e /e/@ P( */ :(!e)e!i/ )e *(+ )/&(+. P( */ &i:(*(


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F,e&e+ Se!,)/i/+@

L/+ f,e&e+ )e )/&(+ +e!,)/i/+ '/ / e:e+e&/ , :/:e* i:(&/&e&/$i9 e e* &/+!,+( )e ,e+&/ i'e+&i/!i". E+&e &i:( )e f,e&e+ +(

/>,e**/+ >,e !(&iee )/&(+ GENERICOS= e+&/),e !(&iee )/&(+e*/!i(/)(+.

Se */ &i:(*(,e**/+ >,e (+ :ei&e e)i= ( !,/&ifi!/ !(( +, ($e i)i!/ e*/*!/!e )e , )e&ei/)( fe"e(. P( e%e:*(= (+ :ei&e /'ei,/=!,3&/+ :e+(/+ )e )e&ei/)( ,:( )e !(+,i)(e+ e+&/,ii , )e&ei/)( :(),!&( / , :e!i( e+&i:,*/)(.

2.8.- %&cnicas 'ara el co'io de laInformacin


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L/+ )(+ &9!i!/+ 3+ ,+,/*e+ )e &i:( !,/&i&/&i'( +(@

E!,e+&/+. Ei+&e )ifee&e+ &i:(+ )e e!,e+&/+= /,>,e */+ 3+ ,+,/*e+

+( */+ /)?(! ( / e)i)/= # */+ "i$,+= >,e +( e!,e+&/+ e9i!/+e&e !,#(+ )/&(+ :()e(+ e!(&/ $,e/ :/&e )e */+ e+:,e+&/+ >,e$,+!/(+.

P/e*e+. L(+ :/e*e+ +( , &i:( )e +()e( e e* !,/* +e ,&i*i7/ / ,,:( fi%(= )e , &//( +iifi!/&i'(= # :e'i/e&e e+!(i)( :( +, /*&(

i'e* )e e:e+e&/&i'i)/) )e* :$*i!( ($%e&i'( e)i( /* >,e )e+e/(+e+&,)i/. L(+ :/e*e+ +( e+:e!i/*e&e &i*e+ :// e)i )e f(/ e,*/# :ei")i!/ *(+ ?3$i&(+ )e , )e&ei/)( !(*e!&i'(. E%e:*(+ )e e+&(+:/e*e+ +( */+ e)i!i(e+ )e */ /,)ie!i/ )e *(+ e)i(+ )e!(,i!/!i" !(( /)i( ( &e*e'i+i".



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T9!i!/+ C,/*i&/&i'/+@

E+&/+ &9!i!/+ (+ f/!i*i&/ if(/!i" )e* :( >,9= ( +e/ )e */+ /7(e+:( */+ >,e ei+&e )e&ei/)(+ ?3$i&(+ )e !(+,( ( )e /!&,/!i" e

ee/*. T/$i9 (+ /:(&/ ,!?/+ (&/+ !(+/+= !(( */+ :efee!i/+ )e,+(= */+ e+&9&i!/+= e!e+i)/)e+ e("i!/+= )efi!ie!i/+ >,e :e!i$e e *(+:(),!&(+ /!&,/*e+= *(+ &e(e+= e* )e+!((!iie&(= */ +i:/&,e)e+:ie&/= , (&(+ &e/+ 3+ )if

L/+ &9!i!/+ !,/*i&/&i'/+ 3+ i:(&/&e+ +(@ O$+e'/!i" )ie!&/ E&e'i+&/ e :(f,)i)/) Re,i(e+ e ,:(



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E* :(),!&( >,e +e :e&e)e e*/$(/ e+ )e *(+ **//)(+ nobles, e+ )e!i= +( )e*&i:( )e />,e**(+ >,e ( e>,iee )e !,i)/)(+ e+:e!i/*e+ :// +, !(+e'/!i" i:e+e&/ f,e&e+ '/i/!i(e+ e+&/!i(/*e+ ( +e 'e /fe!&/)(+ e e* i'e* )e 'e&/+

:( 3+ !()i!i(e+ e!("i!/+ )e* :/


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Evaluacin de Proyectos, G/$ie* B/!/ U$i/= 4&/. E)i!i"= 0;2 :3.

?&&:@HH.e,e&i.,'i(.e+Hfi*e+H/&ei/*)(!e&eH120H/)ii+&/!i(:/&eiii&e/16.:)f

?&&:@HH2.e+/+.!(He:e)e)(H?e/ie&/+-#-/:(#(+H/:e)e-)e*-e!/)(H;;2He+&,)i(-e!/)(---*/-(fe&/

?&&:@HH.,/.e+Hfi*e/)iH&e:*/&e+Hf,)/!i(H)(!+HE+&,)i()eMe!/)(.:)f

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