EGEL Plus Mercadotecnia study guide
EGEL Plus Mercadotecnia · Work through your exam, one topic at a time.
El EGEL Plus Mercadotecnia (Examen General para el Egreso de la Licenciatura en Mercadotecnia) es un instrumento de evaluación de competencias que el Ceneval -asociación civil sin fines de lucro cuya actividad principal es el diseño y la aplicación de instrumentos de evaluación de conocimientos, habilidades y competencias- ubica dentro de la familia de exámenes de egreso de licenciatura EGEL. Está dirigido a quienes concluyen o ya concluyeron un programa de licenciatura en mercadotecnia o áreas afines y quieren una referencia externa sobre su formación, así como a instituciones que usan el resultado como insumo para revisar sus planes de estudio. The EGEL Plus Mercadotecnia study guide has 6 sections and about 2,082 words.
01Mercadotecnia estratégica y planeación
Strategic marketing answers three questions before any tactic is chosen: which markets and customers we serve, how we will win against alternatives, and what resources that commitment requires. A candidate must recognize the audit tools - PESTEL for the macro environment, Porter's Five Forces for industry attractiveness, SWOT for the internal–external synthesis - and, more importantly, the choice tools: the Ansoff matrix (penetration, product development, market development, diversification), the BCG portfolio grid (stars, cash cows, question marks, dogs, plotted on market growth against relative market share), and Porter's generic strategies (cost leadership, differentiation, focus).
382 words, about 2 min02Investigación de mercados y análisis de la información
Market research converts a decision problem into a research question and then into a design. Exploratory designs (secondary data, focus groups, depth interviews) clarify a fuzzy problem; descriptive designs (surveys, panels, observation, audits) quantify who, how much and how often; causal designs (experiments, test markets, split tests) test whether a change in one variable moves another.
333 words, about 2 min03Comportamiento del consumidor y segmentación
Consumer behaviour explains how needs become purchases. The decision process runs five stages: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation (where cognitive dissonance and complaints appear).
323 words, about 2 min04Mezcla de mercadotecnia: producto, precio, plaza y promoción
Product decisions set the offer: the core benefit, the actual product (features, design, quality, brand, packaging) and the augmented product (warranty, service, delivery). Classify goods as convenience, shopping, specialty or unsought, manage line breadth (number of lines) and depth (variants per line), and adapt strategy across the product life cycle.
332 words, about 2 min05Dirección de ventas y administración comercial
Sales direction starts with structure: territorial (simple, low cost, good for broad similar markets), product (complex lines), customer or market-based (key accounts, channels), and hybrid/matrix forms. Territory design balances potential, workload and travel; the workload method sizes the force from accounts × call frequency × call time ÷ selling time available.
340 words, about 2 min06Mercadotecnia digital y canales electrónicos
Digital marketing extends the mix rather than replacing it. Media split three ways: owned (site, app, blog, email list), paid (search ads, display, social ads, contracted influencers) and earned (organic search, shares, reviews, press).
372 words, about 2 min