Métodos de análisis de las comunidades de clientes mediante la relación estratégica comunitaria y el marketing.

Abstract

In this project we will analyze how organizations relate with media and marketing. The idea is to determine which are the methods used to analyze customer communities through the community strategic relationship and marketing. The environment could be understood through marketing, and determine which analysis methods can be used to meet the customer community. The marketing people are responsible of everything in the environment, to be aware of opportunities that can be valuable for the organization or to be aware and careful of future threats. Depending on the environment, the organization designs its marketing activities focused on meeting the consumer´s needs. The consumer´s activities are conceptualized in product, price, promotion and place, which are defined and designed based on the community in which the organization is immersed.

It is important to look for reliable information of the target group, who are the ones that receive the product or service, is important to analyze and understand this people in order to design a good offering that satisfy their needs and desires. This person that receives the product or service from the company is called customer. Customers are the people that visits an organization in search of meeting their needs through the products and services that the organization offers, this are the results of satisfaction of customers’ needs or desires.

It is essential to determine that customers live in community; they share ideas due to the close communication and they live together under the same customs. Because of these, now a day’s customers conglomerate in customer´s communities, and to approach clients and know them well, is necessary to analyze them through various methods. The use of marketing strategies are necessary, through marketing we could analyze the environment and search for methods to analyze customer´s communities, that share characteristics and are analyze as a group not as individuals. It’s important to identify the methods in order to interact with the customer´s communities, to be close to them and understand them, to know their needs and desires and offer products and services based on these. Now days these methods are not very common or known, that’s why our purpose is to investigate and identify these methods, to be able to analyze customer´s communities. For this project we are giong to use a theoretical-conceptual methodology, searching for sources of information required to conduct our research. We are going to work with the Business Research Group Durability and we choose the line management because it allows us to enter the knowledge society, being able to identify management opportunities in the environment. It is interesting to investigate these methods, since customers expect excellent and attentive service and organizations that care about them and their needs.