Customer centered marketing for english proficiency certifications in five emerging countries of Latin America
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Abstract
Las certificaciones de dominio del inglés han estado en el mercado desde la década de 1960, cuando se crearon como consecuencia de la demanda de estudiantes extranjeros en las universidades de América del Norte. No hubo que promocionar ni comercializar, ya que era un requisito de las universidades para los candidatos que esperaban ingresar a diferentes programas de educación superior. Esta situación creó el entorno perfecto para las organizaciones que administran certificaciones de exámenes para generar estrategias de marketing centradas en el producto más que en el cliente, similar a lo que tradicionalmente ha sucedido con el marketing educativo.
Abstract
English Proficiency Certifications have been in the market since the 1960´s when they were created as a consequence of the demand of foreign students in the North American universities. Neither promotion nor marketing had to be undertaken since it was a requirement from Universities to candidates expecting to enter different higher education programs. This situation created the perfect environment for the organizations administering exam certifications to generate marketing strategies focused in the product more than the customer, similar to what has traditionally happened with education marketing.
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