{"id":273,"date":"2023-06-03T23:33:23","date_gmt":"2023-06-03T23:33:23","guid":{"rendered":"http:\/\/francofalconi.com\/?p=273"},"modified":"2023-06-04T00:21:07","modified_gmt":"2023-06-04T00:21:07","slug":"el-marketing-de-status-necesidad-basica","status":"publish","type":"post","link":"https:\/\/francofalconi.com\/spn\/el-marketing-de-status-necesidad-basica\/","title":{"rendered":"El marketing de Status. Necesidad b\u00e1sica"},"content":{"rendered":"<p>En las Estrategias de Ventas del Marketing todos sabemos que nadie tiene la receta que pueda aplicarse a todo producto o servicio.<\/p>\n\n\n\n<p>Lo cierto es que la creaci\u00f3n de una Estrategia de Marketing y lograr la efectiva y exacta comunicaci\u00f3n, que llegue justo en el momento preciso al o\u00eddo (o vista) de nuestro p\u00fablico objetivo, es algo que toma tiempo, trabajo, dedicaci\u00f3n y compromiso en el marketing.<\/p>\n\n\n\n<p>A pesar de esto, lo cierto es que podemos tomar muchas referencias de lo que ha sucedido en la observaci\u00f3n del comportamiento por medio de la ciencia de la econom\u00eda y la sociolog\u00eda.<\/p>\n\n\n\n<p class=\" translation-block\">Hoy d\u00eda, podemos ponerle el nombre de visionario a una persona como Thorstein Veblen, en 1899 escribi\u00f3 un libro llamado \u201cLa teor\u00eda de la clase ociosa\u201d entre otros, desarrolla el concepto de \u201cconspicuous consumption\u201d (consumo conspicuo) en el que afirmaba que el consumo en verdad es un espect\u00e1culo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-4.png\"><img decoding=\"async\" src=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-4-1024x567.png\" alt=\"\" class=\"wp-image-204\"\/><\/a><\/figure>\n\n\n\n<p>M\u00e1s conocido resulta y, es una base para el an\u00e1lisis del tipo de productos que los consumidores eligen, en la mayor\u00eda de las disciplinas es la pir\u00e1mide de Maslow (1943). Otro visionario, como no decirlo. Pues resulta que Veblen viene a ser como una base (n\u00f3tese la iron\u00eda) de la explicaci\u00f3n que Maslow justifica con las diferentes instancias sociales que explica en su pir\u00e1mide.<\/p>\n\n\n\n<p class=\" translation-block\">En su libro \u201cThe Theory of the Leisure Class\u201d, Veblen argumenta que el consumo de bienes y servicios se ha convertido en una actividad central de la vida moderna, y que la gente se siente atra\u00edda por los objetos de consumo, no por su utilidad intr\u00ednseca, sino por su capacidad para adquirir bienes para demostrar estatus y riqueza (conspicuous consumption). Veblen sostiene que el consumo se ha convertido en un \u201cespect\u00e1culo\u201d en el que la gente compite por demostrar su riqueza y poder a trav\u00e9s de la adquisici\u00f3n de bienes y servicios costosos y exclusivos.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-3.png\"><img decoding=\"async\" src=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-3.png\" alt=\"\" class=\"wp-image-203\"\/><\/a><\/figure>\n\n\n\n<p>Ahora que los films y series de \u00e9poca son tendencia, podes chequear este concepto en Bridgerton, una serie de Netflix, que muestra la clase ostentosa servida por una clase trabajadora, la competencia constante de Status y desde una perspectiva feminista, el control y reglas patriarcales que someten el destino de las mujeres que deben buscar hombres para \u201ccasarse\u201d y \u201csobrevivir\u201d. De lo contrario, \u201cesc\u00e1ndalo\u201d.&nbsp;<\/p>\n\n\n\n<p>Thorstein Veblen divide en dos grandes segmentos a los consumidores. La clase ociosa y la clase trabajadora y que los pertenecientes al primer grupo dejaban muy en claro a cu\u00e1l pertenec\u00edan desde las elecciones del consumo.<\/p>\n\n\n\n<p class=\" translation-block\">Tambi\u00e9n argumentaba que el consumo se hab\u00eda convertido en un medio para la \u201costentaci\u00f3n\u201d de la riqueza, en lugar de una forma de satisfacer necesidades b\u00e1sicas. Sosten\u00eda que la gente compraba bienes y servicios no porque los necesitaba, sino porque quer\u00eda demostrar su posici\u00f3n social y econ\u00f3mica. En este sentido, Veblen argumentaba que el consumo se hab\u00eda convertido en un aspecto importante de la \u201ccultura de la ostentaci\u00f3n\u201d que caracteriza a las sociedades modernas.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-5.png\"><img decoding=\"async\" src=\"https:\/\/pregomx.com\/wp-content\/uploads\/2023\/05\/image-5.png\" alt=\"\" class=\"wp-image-205\"\/><\/a><\/figure>\n\n\n\n<p class=\" translation-block\">Pero se pone mejor la cosa, el consumo conspicuo es relevante para el marketing porque sugiere que los consumidores est\u00e1n motivados por demostrar su estatus social y poder a trav\u00e9s de sus elecciones de consumo. Esta idea se ha utilizado en el desarrollo de estrategias de marketing que se enfocan en la marca y la imagen de los productos y servicios, en lugar de su funcionalidad o utilidad.<\/p>\n\n\n\n<p><strong><em>Segmentado nuestro p\u00fablico, y logrando entender en qu\u00e9 grupo se encuentra, podemos hacer foco en realzar las cualidades que esta segmentaci\u00f3n nos marca como relevantes a los consumidores; sus motivaciones, intereses, aspiraciones y deseos.<\/em><\/strong><\/p>\n\n\n\n<p>Si estamos trabajando con productos de necesidades b\u00e1sicas, trabajar en la utilidad, durabilidad y satisfacci\u00f3n a la necesidad, puede ser uno de los focos en los que se centre la estrategia. Sin embargo, si el art\u00edculo es de segunda necesidad, lo que tenemos que trabajar en mostrar es la exclusividad, status, recompensa o sentido de pertenencia que el producto le aporta al consumidor.<\/p>\n\n\n\n<p>Quienes trabajamos en marketing y comunicaci\u00f3n ya lo sabemos, no todo funciona para todos, lo que si podemos hacer es tomar la bases que los grandes pensadores nos han dejado y, creativa (e ir\u00f3nicamente) seguir pensando con base en la observaci\u00f3n de lo que realmente satisface el producto o servicio que queremos vender.<\/p>","protected":false},"excerpt":{"rendered":"<p>In Marketing Sales Strategies we all know that nobody has the recipe that can be applied to every product or service. The truth is that creating a Marketing Strategy and achieving effective and accurate communication, which reaches the ear (or sight) of our target audience at the right moment, is something that takes time, work, [&hellip;]<\/p>","protected":false},"author":2,"featured_media":266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El marketing de Status. Necesidad b\u00e1sica - Franco Falconi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/francofalconi.com\/spn\/el-marketing-de-status-necesidad-basica\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El marketing de Status. Necesidad b\u00e1sica - Franco Falconi\" \/>\n<meta property=\"og:description\" content=\"In Marketing Sales Strategies we all know that nobody has the recipe that can be applied to every product or service. 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