El día 1 de octubre del 2009, María Belén Tinajero de MarketingActivo publicó un artículo en el Diario Hoy. Trata sobre el conocimiento del consumidor mediante experiencias propias.
Conocer al consumidor no es tan simple y sencillo como uno puede pensar, empeora cuando se trata de mercados en los que no vivimos cotidianamente o no somos oriundos del lugar. Sin duda alguna, vender y realizar cualquier actividad en mercados ajenos al de uno, puede ser toda una odisea o toda una diversión.
Escuchar, escuchar y escuchar: todo lo que uno puede del mercado al que piensa ir a poner un artículo o producto. Extendamos la idea desde ponerse a ver televisión popular, escuchar las radios, leer los periódicos; pero no solo los contenidos, sino la comunicación estratégica de los negocios. No olvidemos a los mozos, las secretarias, los taxistas y vendedores ambulantes (si los hay). Todo cuenta.
Sentir: aprender a conocer las personas con las que nos relacionemos, pero evolucionar a ese “sexto” sentido que dicen existe. Sentir el olor de los mercados, el color de las calles, la comida. Todos los factores deben ser analizados.
Caminar el mayor número de kilómetros posible. Andar en las calles a uno le puede abrir los ojos y los sentidos, seguramente lo han vivido acá mismo en nuestro país, pero lo analizan?
Nada de esto serviría, si uno lo hace sin ser un observador intrépido, sin pensar las consecuencias y las implicaciones de todas las circunstancias que el día a día la gente vive o vivimos, sin darnos cuenta. Los mercados nos dan las oportunidades, pero si no escuchamos, sentimos o caminamos para conocer, las oportunidades pueden pasar por nuestras narices y no las veremos.
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