viernes, 6 de julio de 2012

Y ¿dónde está el marido?

- Ya, vámonos que es tarde- le digo a mis amigos mientras jugábamos una partida de póker.
- ¡Pero si Cristina sabe que estás aquí! ¿para qué te preocupas?- Me responde el Rucio (le decimos así por lo negro).
- Ninguna mujer "sabe" dónde está su marido. Todas son desconfiadas- interviene el Chanana.
- Mentira- dice Juanito- la Teresita, mi vecina- siempre sabe donde está su marido.
- Ah, porque es viuda- nos aclara el Same.
En la formulación de un proyecto es fundamental saber dónde está la demanda. En muchos casos debe considerarse tres orígenes de ella: a) la demanda residente: la compuesta por personas que habitan en la zona donde se evalúa ubicar al proyecto; b) la demanda transeúnte: la que podría captarse de personas que transitan por el sector, ya sea por su lugar de trabajo, cercanía a centros comerciales o estaciones de la locomoción colectiva; y c) la demanda atraída: la que se logra luego de un posicionamiento de imagen positiva, fidelizando clientes que, aunque se cambien de barrio regresen al proyecto e, incluso, promuevan en su nueva ubicación las bo ndades del negocio generando más demanda atraída.

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