1era Parte:
Predicción, deducción, Skimming
•Seleccione un texto que tenga una imagen.
•Observe la imagen y conteste las siguientes preguntas.
•De acuerdo al título y la imagen, ¿cuál cree usted que es el tópico que está a punto de leer?
•¿Cuál es la idea general del texto?
•¿Que palabras se repiten?
•¿Que palabras se parecen al español?
•¿Cuales son las palabras en negrita, el titulo, subtitulo o gráficos que te ayudan a entender el texto?
•¿De qué trata el texto? Lee el primer párrafo y el último o la ultimas ideas del último párrafo.
2da Parte:
Scanning
•Seleccione un texto y escribe 4 preguntas puntuales sobre fechas, sitios, etc) (utiliza una biografía referente algún autor de tu área de experticia)
TEMA: 1ERA PARTE:
Internal marketing is the essential premise: The external customer is not the first
The current rules of the game in the world of business and open or free market economy, require organizations to build their product offer and / or service differently, comprising also the expectations, needs and motivations of "Another market "which make all our employees as an essential premise, with whom they must use a change in management strategies and address different from the traditional, with a more creative mind than before and even with other personality profiles that contributes a effective influence to bring them, persuade, engage, retain them, as well as we do
I with our external customers, a situation in which to maintain the credibility of the people is fundamental "change in individuals and in organizations is the only permanent thing in the world ". Levionnois (1991), refers to "address the internal marketing is first and foremost, consider the management and workforce optimization as an end in itself, not as one of the resources made available to the company achieved more safely profitability targets, "The worker of today has much more talent and sensibility in their work environment," observes, analyzes, interprets and acts, ah .., and have memory, we are no longer compared to traditional attitudes conformism, simple acceptance or opposition., today's worker works more creativity and discretion and is sensitive to the treatment you receive and can act in the way assimilate the impact of our actions toward him.
It is therefore desirable that both the treatment given to staff is important, as well as enhance their development to acquire or develop more skills.
It is therefore desirable that both the treatment given to staff is important, as well as enhance their development to acquire or develop more skills.
Técnicas de lectura : predicción , deducción, skimming .
1) Seleccione un texto que tenga una imagen y conteste :
A) De acuerdo al titulo y la imagen , ¿ Cual cree usted que es el tópico que esta a punto de leer?
B) ¿ Cual es la idea general del texto ¿
El texto sobre MARKETING INTERNO ES LA PREMISA ESENCIAL,tiene como idea general la importancia del recusrso humano dentro de las organizaciones,la actitud de cambio en cuanto a estrategias de gestion y direccion diferente a lo tradicional con una mente creativa.
C) ¿ Que palabras se repiten?
A lo largo de la estuctura textual se repiten las palabras siguientes:
World, market,organizations y management
D) ¿ Que palabras se parecen al español?
Entre las palabras que se parecen al español tenemos : economy,organizations,creative,influence,observes,conformism.
E) ¿ Cuales son las palabras en negrita, el titulo o gráficos que te ayudan a entender el texto?exto
Primeramente el titulo ya da un adelanto concreto de lo que es el contenido de la estructura,también palabras claves como organizations,personality,marketing.
F) ¿De que trata el texto?
Importancia de los miembros de toda organización,de los cambios relacionados con estrategias ante el manejo tradicional , con mente creativa e incluso con otros perfiles que aporten efectividad,siendo convenienteel poder fomentar su desarrollo para adquirir mas habilidades.
2DA PARTE: BIOGRAFIA DE PHILLIP KOTLER
Philip Kotler (Chicago, Illinois, May 27, 1931), is an economist and marketing specialist U.S. awarded owner since 1988, the SC Chair in International Marketing Johnson & Son in J.L. Kellogg Graduate School of Management at Northwestern University owned in Evaston, Illinois, six times by Business Week considered the best faculty in business administration from the United States [citation needed]. He earned his MBA from the University of Chicago and PhD from MIT (Massachusetts Institute of Technology), both in economics. Conducted postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
It is known for his definition of marketing: The art of business management which allows for predicting the structure of market demand chosen to design, promote and distribute products or services that meet and / or fuel, while maximizing the company profits.
Professor Kotler has been honored by numerous awards and accolades over the past 40 years, was elected Leader in Marketing Thought by the AMA in 1975 (American Marketing Association) going to be honored in 1978 with Paul Converse Award and the Distinguished Marketing Educator Award in 1995 from the same asociación.Doctor Honoris Causa by the Universities of Stockholm, Zurich, Vienna, Athens, DePaul, among others.
Mainly devoted to academic activities, has also worked in the private sector. Founded Kotler Marketing Group (KMG), a consultancy that advises companies in the areas of strategy, planning and organization of international marketing. Kotler has toured Europe, Asia and Latin America as a consultant to several international companies. AT & T, IBM, General Electric, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, McDonald's, Motorola, Ford Motor, JP Morgan and Novartis are among the companies they worked.
It is known for his definition of marketing: The art of business management which allows for predicting the structure of market demand chosen to design, promote and distribute products or services that meet and / or fuel, while maximizing the company profits.
Professor Kotler has been honored by numerous awards and accolades over the past 40 years, was elected Leader in Marketing Thought by the AMA in 1975 (American Marketing Association) going to be honored in 1978 with Paul Converse Award and the Distinguished Marketing Educator Award in 1995 from the same asociación.Doctor Honoris Causa by the Universities of Stockholm, Zurich, Vienna, Athens, DePaul, among others.
Mainly devoted to academic activities, has also worked in the private sector. Founded Kotler Marketing Group (KMG), a consultancy that advises companies in the areas of strategy, planning and organization of international marketing. Kotler has toured Europe, Asia and Latin America as a consultant to several international companies. AT & T, IBM, General Electric, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, McDonald's, Motorola, Ford Motor, JP Morgan and Novartis are among the companies they worked.
Laguna’s de sues publications:
· Marketing Management: The Millennium Edition. Prentice Hall, 1999.
· Kotler on Marketing: How to Create, Win and Dominate Markets. Free Press, 1999.
· Marketing Management: An Asian Perspective (con Swee Moon Ang, Siew Meng Leong). Prentice Hall, 1998.
· The Marketing of Nations: A Strategic Aprroach to Building National Health (con Somkid Jatusripitak, Suvit Maesincee). Free Press, 1997.
· Standing Room Only: Strategies for Marketing the Performing Arts (con Joanne Scheff). Harvard Business School Press, 1997.
· High Visibility: The Making and Marketing of Proffessionals into Celebrities (con Irving Rein y Martin Stoller). Ntc Business Books, 1997.
· Marketing: an Introduction. Prentice Hall, 1996.
· Marketing Management: Analysis, Planning, Implementation and Control. Prentice Hall,1996.
· Marketing for Hospitality and Tourism. Prentice Hall, 1995.
· Strategic Marketing for Educational Institutions. Prentice Hall, segunda edición, 1995.
· Strategic Marketing for Nonprofit Organizations (con Alan Andreasen). Free Press, 1995.
· Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations. Free Press, 1993.
· Principles of Marketing. Prentice Hall, 1990 (4ta. Edición).
· Social Marketing: Strategies for Changing Public Behavior. Free Press, 1989.
Marketing Management and Strategy: A Reader. Prentice Hall, 1987.
1) Escanning
A) Seleccione un texto y escriba cuatro preguntas puntuales sobre fechas , sitios , etc ( utiliza una biografia referente a algun autor de tu area )
BIOGRAFIA DE PHILIPS KOTLER
1) ¿ Donde y cuando nacio Philip Kotler?
¿ Where y when was Philipss Kotler born ¿
2) ¿ De que catedras es titular el profesor Philips Kotler?
¿ What chair is awarded owner profesor Philips Kotler?
3) ¿ En que universidad obtuvo su titulo de phd el profesor Philips Kotler ¿
¿ Which university did profesor Philips Kotler get a credential of phd ¿
4) ¿ A que se dedica pricipalmente Philips Kotler ¿
¿ What does Philips Kotler mainly devoted ¿
Philip Kotler ( Nacio en Chicago, Illinois, el 27 de mayo de 1931), es un economista y especialista en mercadeo estadounidense, titular distinguido, desde 1988, de la cátedra de Marketing Internacional S.C. Johnson & Son en la J.L. Kellogg Graduate School of Management perteneciente a la Northwestern University en Evaston, Illinois, seis veces considerada por Business Week la mejor facultad en temas empresariales de los Estados Unidos. Obtuvo su Maestría en la Universidad de Chicago y PhD en el MIT (Instituto Tecnológico de Massachussets), ambos en Economía. Realizó trabajos posdoctorales en matemáticas en la Universidad de Harvard y en ciencias del comportamiento en la Universidad de Chicago.
Es conocida su definición de Marketing: Es la técnica de administración empresarial que permite anticipar la estructura de la demanda del mercado elegido, para concebir, promocionar y distribuir los productos y/o servicios que la satisfagan y/o estimulen, maximizando al mismo tiempo las utilidades de la empresa.
El profesor Kotler ha sido distinguido por innumerables premios y galardones en los últimos 40 años, fue elegido Líder en Pensamiento de Marketing por la AMA en 1975 ( American Marketing Association ) volviendo a ser galardonado en 1978 con el Paul Converse Award y el Distinguished Marketing Educador Award en 1995 de la misma asociación.Doctor Honoris Causa por las universidades de Estocolmo, Zurich, Viena, Atenas, DePaul, entre otras.
Dedicado principalmente a las actividades académicas, también ha trabajado en el ámbito privado. Fundó Kotler Marketing Group (KMG) una consultora que asesora a las compañías en las áreas de estrategia, planeamiento y organización del marketing internacional. Kotler ha viajado por Europa, Asia y América latina como consultor de varias firmas internacionales. AT&T, IBM, General Electric, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, McDonald’s, Motorola, Ford Motor, JP Morgan y Novartis son algunas de las empresas para las que ha trabajado.
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