Subjects
53 Ciencias Económicas
53112 Organización y dirección de empresas
531105 Marketing
La progresiva despersonalización del marketing : el caso del drive-thru
Abstract
El presente trabajo analiza la progresiva despersonalización del marketing que
se esta dando en nuestros días. Hemos pasado de una etapa en el que el marketing
estaba únicamente basado en la producción, a uno racional, para acabar situándonos en
un marketing emocional y experiencial. Dentro de esta última etapa, ubicamos el
fenómeno norteamericano del drive-thru, por el que las empresas ofrecen bienes y
servicios a sus consumidores sin que éstos se tengan que bajar de sus coches. Los
establecimientos con drive-thru han proliferado por todo Estados Unidos desde los años
30, siendo empleados en la actualidad en una gran variedad de sectores e industrias.
Tras una revisión de la literatura existente respecto a este tema, así como tras el análisis
de numerosos artículos y estudios, se corrobora la hipótesis inicial de que el futuro del
drive-thru no es tan claro y prometedor como el que tiene en el mercado
norteamericano, pues las diferencias en el comportamiento del consumidor, en sus
hábitos de consumo y en la disposición geográfica de las ciudades limitan su viabilidad
en el terreno español.
The following project analyses the progressive depersonalization suffered in the field of marketing. We have evolved from times when marketing was only focused on production, passing by a period when marketing was rational, to end up reaching an era where marketing is basically emotional and experiential. In this last type of marketing is where we can allocate the birth of the American drive-thru, by which companies can offer products and services to their clients without the need of these to get out of their cars. Since it’s birth in the 30’s, drive-thrus have spread out in the US and they are being employed in many different sectors. After a careful analysis of numerous books, articles and studies, we uphold the initial hypothesis that the future of the drive-thru is not as clear and as promising as that expected in the American market. The reasons for this are that the behaviour of the Spanish society, together with the consumer habits and the geographical disposition of their cities limit the viability of the drive-thru in Spain.
The following project analyses the progressive depersonalization suffered in the field of marketing. We have evolved from times when marketing was only focused on production, passing by a period when marketing was rational, to end up reaching an era where marketing is basically emotional and experiential. In this last type of marketing is where we can allocate the birth of the American drive-thru, by which companies can offer products and services to their clients without the need of these to get out of their cars. Since it’s birth in the 30’s, drive-thrus have spread out in the US and they are being employed in many different sectors. After a careful analysis of numerous books, articles and studies, we uphold the initial hypothesis that the future of the drive-thru is not as clear and as promising as that expected in the American market. The reasons for this are that the behaviour of the Spanish society, together with the consumer habits and the geographical disposition of their cities limit the viability of the drive-thru in Spain.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Despersonalización del marketing, Marketing emocional, Marketing experiencial, Drive-thru, Investigación de mercados, Sociedad norteamericana, Sociedad española, Marketing depersonalization, Emotional marketing, Experimental marketing, Drivethru, Market research, American society, Spanish society