Top management must focus all its efforts on creating value to the organization, but not short-term value, but have the ability to create real long-term value. This process should be ongoing and long term. Of course, that this difficult task is not only top management but also must be a commitment of all employees of the organization.

If employees, not management, I mean, they feel they are a real contribution to the organization, they feel a greater level of commitment and motivation, which achieved an increase in the productivity of these. There are countless examples of organizations within the Fortune 500, to create value in the short term, taking into account only the shareholders have generated a lot of damage and destroyed value to organizations, rather than create it. The concept of value creation should not be a monetary or financial terms! This concept should be applied much more broadly.

Productivity is essential to compete in the competitive and dynamic market today. Productivity, both employees of the Organizations that are in constant research and anticipation of changes and problems.

For all the foregoing that I introduce the concept of “Value Driven Management” (VDM). VDM is a theory which focuses on creating real value in the long term, based on eight factors which always are considered individually and entirely to the point that any decision or action will be taken by the organization. These eight factors are:

• Cultures external to the organization;
• Organizational culture itself;
• Values ​​of employees;
• Values ​​of suppliers;
• Values ​​of customers;
• Values ​​of others;
• Values ​​of competition;
• Values ​​of the owners of the organization.

Once these factors are considered, as described above, both individually and integral can be sure that the decisions and actions will be implemented to maximize value creation in the long run, not only in monetary terms but in a broader sense. On the other hand VDM emphasizes the creation of knowledge and incentives, as might be the case for training and development, so that there is a genuine motivation of employees.

Wal-Mart is an excellent example of an organization that is constantly in search of ways to create value for it. This organization is a fundamental principle which is true at every level of the organization, this is respect for the individual. Respect for the individual not only refers to its employees but its customers, suppliers and partners.

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The marketing and management have evolved throughout history primarily from the 40s of last century during the postwar period, given the need to create a general concept to include and coordinate a common front all commercial techniques of the company, but becomes stronger in the nineties of the century.

During the evolution of marketing has gone from a focus on production and sales to a focus on customer needs, affecting the same areas such as the acceleration of technological progress, the saturation of markets and globalization of the same All this together with the momentum that has been marketing and electronic commerce, where every day business transactions are made easier and more closely with the client.

An important aspect of marketing is without doubt the control objectives, policies and tasks conducted through marketing audits which, despite having emerged in the 50, only experienced considerable growth since the early 70, this control allows the review of problem areas in order to take corrective action in order to achieve an adequate return on marketing in the company. There are variety of methodologies and tools for conducting a marketing audit, but has not yet achieved a high degree of methodological sophistication.

In our country the marketing has been used long before the Revolution of 1959. With the triumph of the Revolution, as in the late socialist bloc did not apply marketing, was regarded as the exclusive technical market economy. For a long time worked Cuban companies back to the market.

In the year 1998 in Cuba approves the Decree Law 187, which establishes the general bases of Business Improvement. This process implies a change in business philosophy in the country, organized into 16 subsystems, one of which covers the main aspects of marketing in the Cuban company. In the general bases business philosophy states that the marketing implies “meeting the needs and desires of customers is the economic and social justification of their existence”, developed and strengthened and a marketing concept that has been spreading to all companies of either engaging in the business improvement process in our country.

Evolution of Marketing in Cuba

The fundamental law of socialism is the ever fuller satisfaction of human needs, so that socialism has full use marketing as a philosophy and technique for optimization of relations between producers and between them and consumers, be they social or individual, whether products or services, the same way and very sharp, marketing in the social, cultural, public sector, can be tool for counseling, education and guidance, mobilizing the masses to the directions of development of our society.

According to Alberto Pozo, in the 50′s, Cuba was in America a place in the use of advanced marketing techniques, only then these were targeted at sales, consumption, and therefore privileged as a distinctive feature advertising of these techniques at that time.

Ariel Terrero, says that in Cuba, when the revolution triumphed as in the late socialist bloc, marketing or applied, or studying in their universities, as they regarded this as a technique unique to the market economy, and denied under socialism, as a result, the country ceased to be used all the techniques of marketing.
For a long time companies managed to survive in the Cuban economic environment, working behind the market, where yields were not returned to the stores out under the name of idle inventory and the state subsidy was intended to save from bankruptcy unprofitable companies. Only the tradition in the marketing of products like sugar, snuff and nickel, or just the chance they guaranteed a buyer. In the 90′s, the European socialist bloc disappeared and Cuba was under a commercial mystery whose key features were:

• Or disappearance of the amenities offered by the defunct financial CMEA (Council for Mutual Economic Assistance)
• productions began to slow sales unsecured market
• Loss of more than 85% of its market, which were mainly of the late European socialist camp.
• Most of the companies had to change their production profiles to avoid the closure.

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Today the world faces a constantly changing social, low which organizations have to summon innovative strategies to meet this need for change. Since the problems facing companies evolve over time, the answers they offer, are continuously adapted in an attempt to find new solutions.

The marketing plan is one of them because as expressed by infomercial (s / f): “is a tool that provides a basis for other plans of the company, assigns responsibilities, allows periodic check-ups to solve problems anticipation “. Such is the case of Guavas Clienteles Resort.

The purpose of this paper is to design a marketing plan for the Resort Aguas Calientes which requires the application of strategies that promote the influx of tourists to its facilities in terms of increased income.

It begins with a description of the current state of the complex, according to which objectives are established to implement, highlighting opportunities and threats, and market segmentation of the business, strengths and weaknesses of the target, designed strategies, product, distribution and other elements that constitute the marketing plan. Finishing with reference to specific findings obtained under realization.

Current Situation

The Resort Aguas Calientes, located in the state of Carabobo, Venezuela, in the Midwest, with excellent mountain climate, diversity of flora and fauna, good road access, close to densely populated cities such as Valencia and Maracay, and a less populated but high value and historical heritage as Puerto Cabello, twenty minutes by road from the coast of Carabobo (beaches and rivers).

It has a unique thermal water source in the region, a set of pools of mud and water pools of different temperatures, saunas, spa, restaurant, basic services, water, electricity, telephone, internet, first aid, transportation, mini stores , gym, outdoor areas for aerobic exercise, accommodation in four star hotel with 200 comfortable rooms, protocol, conference rooms, bars and restaurants.

The flow of tourists entering the Resort comes from the central region and he is known primarily by reference to other people who have visited it.

Marketing plan objectives

• Increase the promotion of the resort, in order to increase the flow of tourists from the region.

• Increase the number of tourists during the off season in order to reduce seasonality.

Opportunities and threats

Opportunities

• Advocacy for increased tourists.
• Encourage local trade by diversifying the economy and quality of life of the population.
• Care by local people.
• Establish agreements with the regional government to promote tourism in the area. (more…)

One of the industries is quite limited in differentiation are the counter drugs OTC (over-the-counter), since many “houses” that sell the same products in a single category, so if were to ask the dispatcher a pharmacy or pharmacist class average for any analgesic, this we recommend three options (from seven to more) followed by a brief question (note that it is common practice to self-medicate and the trend has increased more as the current economic difficulties.) election will be based primarily on price and then by the recommendation of the pharmacist. Then look at the brand (reputation), presentation and any promotion or reward which comes with the product being these mechanisms of differentiation. If you look at all their TV commercials all fall into the same conducive to a “flipping” eternal.

About Us

Not far from this reality was the business in a pharmaceutical laboratory that have had many doctor visits (today) with a few, further accentuating the generalissimo job cuts in all areas. The lab consisted of a wide variety of formulas (copies-along with a competitive advantage withheld) that marketed their drugs in most pharmacies in your town with a respectable reputation. The previous administration had a system of manual inventory control, accounts receivable were fully, your credit policy are met efficiently, in general, the commercial area was working effectively. However, for more promotions that were made, floor activities and even more merchandise sales were not growing, rather, they began to decline in the last quarter of 2009 following this trend until 2010. By then, the owner of the laboratory would try to do the latter to seriously consider what to do with the business, this being the search for outside help, hiring a marketing consultant.

By analyzing in detail each area of ​​the company, as a doctor in his practice a patient, the consultant could not find any process deficiencies that caused the decline in sales continued except (and most important) that the goods were not knowing sell good! After three months, trying to redefine the strategies shock tactics that made that world-class companies noticed the presence of a small giant competitor, all done under a tight budget to a minimum. To accomplish feat must have three key elements mental flexibility, powers of observation and a good implementation of a “consumer insight.” However, it is important to maintain a mindset that breaks paradigms being so innovative. That is, if everyone is selling the credit, what you’re forced to sell to credit?

Research at low cost

Doing research to “see” why the decline in sales, a survey to pharmacists (or office), ombudsmen who are in contact with the consumer (most of the time), listening and discovering the reasons for purchase. The research yielded data revealing of the greatest reasons for shopping and other sensitive data that helped flesh out the strategies. These surveys were not conducted by a consulting firm they represent a high cost, rather, the company had to invest a lot (or nothing) for their implementation, were used as tools and applications available on the Internet free such as However, there was a monetary incentive for each properly completed survey. The strategies to be mainly were to improve visual communication products and encourage pharmacists to “offer” (push strategy) *, among others. Among the data collected most of the consumers consulted pharmacists on their recommendation, their purchase decision was based on three major aspects: the price, the composition of the drug and the appearance of the “box” or package. [* After some time this tactic was banned by owners of pharmacies, however, the practice continued because the financial incentive for pharmacists was palpable.

The opportunity to meet people around the world through the internet, has meant that users wishing to travel to meet contacts in person or simply want new experiences, therefore, expected that the growth in spending on leisure travel worldwide reach 700 billion pesos for 2014.

July Bruno Castellans, vice president for Canada, Latin America and the Caribbean of Travel port, said that this trend helps the market recovery in Mexico: The Mexican traveler wants to know the world and more young people because it is Face book and Twitter networks and want to know their friends they made in London, for example. “

According to figures from the Association of Latin American Airlines, the region recorded a growth of 14.8% from June to July, a sample of the potential of the sector. However, Travel port known to maintain growth depends on the options and facilities to travelers arriving, “want to see the content online because they do not have time to go to five agencies to assemble parcels, young people want to send it all by Twitter and we’re moving forward, and there are companies in Mexico that starts to build this type of content.”

As a service provider to companies in the world travel industry, Travel port offers Mexican agencies tools to facilitate travel management, for example, with its new version Travel port Free Leisure a specialized portal that includes information of 35 000 hotels.

Bruno Castellans says that Mexico remains one of the most popular destinations for European travelers, but we still need quality information to facilitate movement.

“To the foreigner, the Internet platform is the number one place to buy and when they think they get to come to Mexico to the internet and it can not find much information, because they see the routes of the Ministry of Tourism, but not how they can buy the trip and then decide to go to a local agency, but either way the content they obtain in other countries depends very much on what is being charged in Mexico.”

Art Marketing communications agency and Public Relations has been selected by a priori Services, consulting designed to guide, train, advice and influence decision making in enterprises, to enter into their service portfolio.
This agreement reflects the intent and mutual commitment to promote the services of the companies they represent to strengthen growth, brand awareness and boost sales.
The services will promote the Art Marketing and PR communications, electronic communication, meetings with media and advertising. For its part, Art Marketing will also promote the management consultancy for SME, corporate finance management, economic intelligence, implementation of management systems for Sees, strategic management through the Balanced Scorecard; develop business plans for entrepreneurs and executive coaching.
It is therefore a commitment by both companies to communicate and conduct targeted marketing efforts that will mutually benefit. “We selected the Art Marketing Communication agency to help you improve your profits, make more effective use of their resources and provide orderly growth,” said Olivier Lefauconnier, Senior Consultant A priori Services.

Art Marketing was founded in 1999. It is defined as a consulting company whose mission is to support its customers in the success acting as facilitators in the communication processes between the company and its publics. The team consists of professionals with training in journalism, marketing and business management. This multidisciplinary approach is essential to reconcile the needs of the company and the rigor in the issue of information. Art Marketing with the client trusts communication tasks (always pragmatic and focused on the sale), always maintaining control over them. Thus, the organization can devote himself to his business, and public enterprise can access sources of information quickly and to the extent of their needs.
About A Priori Services
Consultancy
Its, services are designed to guide, train and even advice to influence the decision making of the employer towards your business.
The services are all aimed at strengthening the management of the employer by:
-Management systems that allow you to take control of your business and keep it in order
-Structured methodology, enabling the customer to have certainty
“Systems analysis (BI) for customer decisions are informed and not just intuitive.
Executive Training, to align the manager and his team to the strategy of the company. Advisory Programs (Coaching) are designed to maximize the times of meetings, to ensure assertiveness (performance) of the entrepreneur.
“Outsourcing of management functions: Our level of customer commitment leads us to assume posts in the interim model, i.e. professional positions and temporary part-time, allowing repair, organize and take control of the area to assign if and a desired internal profile. Our goal is to provide the employer so that management can focus on their area of higher benefit.
“Economic intelligence: Branding in the media (surveillance in electronic media), Monitoring of competitors, technological, financial and” personal profiling. “

Many of us would like to venture and work for ourselves. However, two important factors tend to block this decision. The first is money and the second risk. These two factors should not be taken lightly. Even small businesses need a substantial amount of capital to boot. The risk factor is still very threatening, up to 90% of all small businesses fail in their first year.

In affiliate, marketing there is no such risk, it can also be started with very little money, and affiliate marketing can be a very lucrative venture. If you have a natural ability for sales or marketing and is self-motivated and prepared to work hard, then the affiliate marketing scheme could be right for you.

Almost every day you see advertisements for courses and seminars that they have the secret to instant wealth and attending these courses you will have all the tools you need to get your business begins to function well and become a millionaire, who want to start their own affiliate marketing business often attend these thinking that will help your business thrive.

These courses and seminars too often disappoint. First, they are usually quite expensive; you have to pay the seminar or the course plus the cost of travel and hotel. Most of these are offered at tourist destinations throughout the country. Second, the person giving the seminar or course is usually doing a kind of promotional work, while they give out information in the course or seminar; their true aim is to sell his latest book or software. The truth is that everything you learned from that seminar was probably written in his book. You could have saved thousands of dollars if you just bought your book and read it rather than pay for the course.

While it is true that you should educate yourself in affiliate marketing, the best resources are not courses. However, the books if they are, if you just read about affiliate marketing, you can learn everything and save lots of money. Only considering the retail sites like Amazon and eBay, you can get hundreds of titles on the subject; there are many guides that show you systematically how to get your affiliate marketing business is going well.
Another great resource for the Internet affiliate marketing, affiliate marketing by simply typing in any main search engine results and get lots of information. There are many free online courses you can take on the subject if you so wish, read the information available to you for nothing. In a course or seminar will not teach you more than you can learn online free.

Magazines and newsletters are great resources for affiliate marketing; newsletters are generally free and contain good and valuable information about particular programs. You hear of people working in affiliate marketing, your advice is worth about what they are doing now to consider what you want to do in the future.

Finally, one of the advantages of joining an affiliate-marketing program is the support you receive; any good company should want you to succeed; a major benefit that you get the better for them. They should give their own advice and provide a support network that is available to you, this could be an agent with whom you can contact or advertising materials may also provide a wide variety of things to help you build your business and are one of the most important and reliable for you.

If you are considering entering the affiliate marketing, then you should find out what it is, do not spend money on expensive seminars and courses, better look for books, newsletters, online information and the companies themselves. Many of the best information are available free.

Training is most successful investment to achieve the job you want. The newspaper ads increasingly include requirements and requirements relating to qualifications, which at first seem to have little or nothing to do with our profession, but actually proves to be essential for entering the job market.

One of these fundamental requirements is an MBA-Master of Business Administration “, ie a master’s degree in management and business administration. When hiring an executive, the companies valued the experience not only matter but also their training, and have a master business address can be the difference that you open the doors to a future career and professional success.

A good professional should also master the management techniques, leadership skills and take the broad view of the market that allows the company to act with greater accuracy and be more competitive. Something that is achieved with great effort and with the right skills.

Spreading a message through resources other than the brand is a strategy that offers great benefits to companies. Techniques to get an idea spread from person to person vary depending on the channels used, but all share the same variable.

The strategy to bring about the dissemination of the letter by the consumers themselves is based on three types of actions: ‘WOM marketing’ or the word of mouth, which applies to traditional social networks, the ‘viral marketing’, that uses Internet as a means of dissemination, and the ‘buzz marketing’, using opinion leaders in the media ‘online’ or ‘offline’.

Every action starts giving a message to one group of people, depending on several factors, transmit information to other individuals. The scope of action is increased by the number of people involved in the launch and influence held by each subject in their environment.

The contagious nature of an idea based on five variables are common to all actions: The novelty to attract public attention, the shock to increase the attractiveness, the relevance to elicit the common interest clear and immediate understanding to enhance the memory, and the utility to cause an exchange to provide some type of value.

The “WOM marketing ‘, the’ viral marketing ‘and’ buzz marketing ‘techniques are used properly provide several advantages to the business, as the actions are easy to implement and investment is relatively low. In addition, the message spread allows to reach an interested audience, so the response to the action is usually high

Multilevel marketing.

1. The multilevel sales is a special form of trade in which a manufacturer or wholesaler sells its products or services to consumers through a network of dealers and / or independent sales agents, but coordinated within a commercial network, whose Economic benefits are obtained by a single margin on the retail price, which is distributed by charging variable rates on the total revenue generated by all consumers and merchants and / or integrated into the independent distributors commercial network, with the volume of business that each component has been created.

2. among the manufacturer or wholesaler and the consumer is permissible only the existence of a distributor.

3. It is prohibited to organize the marketing of products and services when:

a) The economic benefits of the sales organization and not from the sale or service distributed to end users but the addition of new vendors, or

b) not adequately ensure that distributors have the appropriate labor contract or comply with legal requirements that are required for the development of a business.

c) There is a requirement for a minimum purchase of products distributed by the new vendors without repurchase under the same conditions.

April. In no event shall the manufacturer or wholesaler network operator may impose the same access to the payment of a fee or entry fee is not equivalent to the products and promotional materials, or training information available at a price similar to other homologous on the market and shall not exceed the amount determined by regulation.