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RESUMEN: Este trabajo de fin de máster consiste en un plan de marketing para la empresa mexicana Contención Modular S.A. de C.V., la cual cuenta con una trayectoria de más de 20 años dentro de la actividad de construcción de sistemas de contención. Dicho plan tiene como principal objetivo optimizar y actualizar su oferta, así como sus actividades dentro del marketing operativo. Brindando orientación con la definición de objetivos y estrategias en base a la situación actual del entorno. Las empresas dedicadas a este sector y de forma más notable si son pequeñas, se muestran indiferentes ante la implementación y uso de las herramientas de marketing. En su mayoría por desconocimiento, en otros casos por falta de recursos tanto monetarios, como de personal o de tiempo. Por tal motivo, en este trabajo se busca mostrar la relevancia y los beneficios que el desarrollo de un plan de marketing implica para una empresa como Contención Modular dentro de un entorno hostil. Partiendo de afuera hacia adentro se ha realizado un profundo análisis del medio ambiente en el que la empresa se desenvuelve, así como de su interior analizando capacidades y recursos. De tal modo que cada estrategia tenga una base correctamente estructurada y sea fundamento para una correcta definición de objetivos. Se establece una adecuada definición del producto, así como del segmento al que va dirigido. Pues a pesar del gran tamaño y tangibilidad de este, también se ofrece un servicio que incluye una parte intangible relevante. Por lo que se hace especial énfasis en la atención de los clientes recurrentes, desde su perspectiva, resaltando el marketing relacional manteniendo a la empresa cerca del segmento identificado y específico. Con una identificación clara de los medios mayor impacto sobre el segmento identificado, para así asegurar una estrategia de comunicación óptima y efectiva Con base en las estrategias concretadas, se definen objetivos claves y se introduce el marketing mix a la compañía. Se proponen acciones claras que integran a todas las áreas de la empresa para el producto, el precio, la distribución y la comunicación. Así como los pilares para su ejecución y seguimiento. ABSTRACT: This master's final work consists of a marketing plan for the Mexican company Contención Modular S.A. de C.V., which has more than 20 years of experience in the activity of construction of containment systems. The main objective of this plan is to optimize and update its offer, as well as its activities within operational marketing. Providing guidance and structure with the definition of objectives and strategies based on the current situation of it’s environment. Companies among this sector and more notably if they are small, are indifferent to the implementation and use of marketing tools. Mostly due to ignorance, in other cases due to lack of resources, as monetary, personal or time. For this reason, this paper seeks to show the relevance and benefits that the development of a marketing plan implies for a company such as Contención Modular within a hostile environment. Starting from outside to inside, a deep analysis of the environment in which the company operates has been carried out, along with its interior, analyzing capacities and resources. So that each strategy is correctly grounded, in order to stablish achievable goals within the current situation. The product in properly defined as the segment to which it is addressed. Despite its large size and tangibility, it does include a service with a relevant intangible part that completes the offer. Which stand out the importance of the attention to recurring customers, highlighting relational marketing by keeping the company close to the identified and specific segment. With support of a clear identification of the media with a greater impact on the identified segment, in order to ensure an optimal and effective communication strategy The marketing mix is introduced to the company accompanied with clear actions that integrate all areas of the company for the product, price, distribution and communication. As well as the pillars for its execution and monitoring. Máster en Dirección de Empresas (MBA)

We present a dynamic over-the-counter model of the fed funds market, and use it to study the determination of the fed funds rate, the volume of loans traded, and the intraday evolution of the distribution of reserve balances across banks. We also investigate the implications of changes in the market structure, as well as the effects of central bank policy instruments such as open market operations, the Discount Window lending rate, and the interest rate on bank reserves.

We develop a model of the market for federal funds that explicitly accounts for its two distinctive features: banks have to search for a suitable counterparty, and once they have met, both parties negotiate the size of the loan and the repayment. The theory is used to answer a number of positive and normative questions: What are the determinants of the fed funds rate? How does the market reallocate funds? Is the market able to achieve an efficient reallocation of funds? We also use the model for theoretical and quantitative analyses of policy issues facing modern central banks.

We use minute-by-minute daily transaction-level payments data to document the cross-sectional and time-series behavior of the estimated prices and quantities negotiated by commercial banks in the fed funds market. We study the frequency and volume of trade, the size distribution of loans, the distribution of bilateral fed funds rates, and the intraday dynamics of the reserve balances held by commercial banks. We find evidence of the importance of the liquidity provision achieved by commercial banks that act as de facto intermediaries of fed funds.