{"id":5937,"date":"2021-01-14T14:00:23","date_gmt":"2021-01-14T19:00:23","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5937"},"modified":"2021-01-12T17:25:37","modified_gmt":"2021-01-12T22:25:37","slug":"este-es-el-secreto-de-marketing-de-apple-y-amazon","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/este-es-el-secreto-de-marketing-de-apple-y-amazon\/","title":{"rendered":"Este es el secreto de marketing de Apple y Amazon"},"content":{"rendered":"<p>\u00ab\u00bfHan ido a un restaurante con una carta infinita?\u00bb, pregunta Pablo Foncillas, y prosigue: \u00ab\u00bfC\u00f3mo se han sentido? Mal \u00bfverdad? \u00bfNo saben qu\u00e9 escoger? Tranquilos es normal\u00bb. De este modo el experto en gesti\u00f3n quiere evidenciar que uno de los errores m\u00e1s habituales es pensar que los clientes buscan una oferta muy amplia a la hora de escoger qu\u00e9 adquieren.<\/p>\n<p>Seg\u00fan el profesor, abundante investigaci\u00f3n desmonta esta tesis, y sostiene que lo que los consumidores buscan \u00abes estar seguros\u00bb en aquello que compran. Y asevera que es as\u00ed como algunas empresas\u00a0 \u00abest\u00e1n llenando sus bolsillos\u00bb.<\/p>\n<h2>Un modelo que funciona<\/h2>\n<h3>El consumidor quiere seguridad<\/h3>\n<p>En este sentido, pone como ejemplos los\u00a0<a href=\"https:\/\/www.lavanguardia.com\/economia\/20201125\/49676129943\/suscripciones-digital-empresas-foncillas-pf-video-seo-lv.html\">modelos de suscripci\u00f3n<\/a>\u00a0\u00abApple One\u00bb y \u00ab<a href=\"https:\/\/www.lavanguardia.com\/economia\/20201201\/49809289511\/ventas-moda-amazon-foncillas-pf-video-seo-lv.html\">Amazon prime<\/a>\u00ab. Dos servicios que \u00abpretenden limitar\u00bb las opciones de los consumidores a cambio de darles seguridad\u00a0en el proceso de compra.<\/p>\n<p>Foncillas explica que Apple ha tardado m\u00e1s de cuatro d\u00e9cadas en llegar a tener una capitalizaci\u00f3n de 1 bill\u00f3n de d\u00f3lares y tan s\u00f3lo 5 meses en llegar a doblar esta cifra, a pesar de su \u00abpobre\u00bb crecimiento y de que \u00abno ha demostrado un aumento en la rentabilidad\u00bb. \u00abParte de la explicaci\u00f3n la podemos encontrar en la voluntad de Apple de que nos suscribamos a la empresa de Cupertino\u00bb, comenta el profesor.<\/p>\n<p>Respecto a Amazon, \u00abel 82% de los hogares de EE. UU.\u00bb est\u00e1n casados con su suscripci\u00f3n \u00abprime\u00bb.\u00bb \u00bfSer\u00e1 amor o ser\u00e1 que quieren limitar la promiscuidad comercial de sus clientes?.<\/p>\n<p>Fuente:\u00a0<a href=\"https:\/\/www.lavanguardia.com\/economia\/20201230\/6155579\/marketing-apple-amazon-foncillas-pf-video-seo-lv.html\">https:\/\/www.lavanguardia.com\/economia\/20201230\/6155579\/marketing-apple-amazon-foncillas-pf-video-seo-lv.html<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00bfHan ido a un restaurante con una carta infinita?\u00bb, pregunta Pablo Foncillas, y prosigue: \u00ab\u00bfC\u00f3mo se han sentido? Mal \u00bfverdad? \u00bfNo saben qu\u00e9 escoger? Tranquilos es normal\u00bb. De este modo el experto en gesti\u00f3n quiere evidenciar que uno de los errores m\u00e1s habituales es pensar que los clientes buscan una oferta muy amplia a la [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5819,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-5937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Este es el secreto de marketing de Apple y Amazon | Marketing Zone Icesi<\/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:\/\/www.icesi.edu.co\/marketingzone\/este-es-el-secreto-de-marketing-de-apple-y-amazon\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Este es el secreto de marketing de Apple y Amazon | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"\u00ab\u00bfHan ido a un restaurante con una carta infinita?\u00bb, pregunta Pablo Foncillas, y prosigue: \u00ab\u00bfC\u00f3mo se han sentido? 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