This document contains a summary of the book fundamentals of marketing and the class powerpoints for the classes micro marketing and micro management.
These notes were made for my own exam earlier this year. All credits for the information go to the book and the lecturers
English Summary Fundamentals of Marketing , ISBN: 9780198748571 Marketing HAN
Summary Micro Business Environment - Marketing - Chapters 1, 2, 4, 5, 6, 7, 10 of The Fundamentals of Marketing
Summary of Ch 1-2-4-5-6-7 of Fundamentals of Marketing
All for this textbook (10)
Written for
Fontys Hogeschool (Fontys)
International Business
Micro Business
All documents for this subject (6)
Seller
Follow
dutchie123
Content preview
MICRO BUSINESS ENVIRONMENT
Marketing
Semester 1a
LECTURE 1:
What is marketing?
o The management process of anticipating, identifying and satisfying customer
requirements profitably.
o Marketing is the activity, set of institutions, and process of creating,
communicating, delivering, and exchanging offers that have value for
customers, clients, partners, and society at large.
Marketing in context
o Business to business (B2B)
o Business to consumer (B2C)
Difference between customer and consumer
o Customer = the shopper
o Consumer = the person using the product
Market orientation
A company applying a market orientation is a company that has an organization wide
approach of market intelligence to keep track of current and future customer needs
and applies this knowledge throughout all departments of the company.
Market orientation application
Consumer orientation = create value by continuously adjusting your offering to the
customer needs.
Competitor orientation = understanding strengths & weaknesses of competition and
apply this knowledge in the companies’ offering.
Inter-functional orientation = working closely together with other functions in the
organization.
Sustainable marketing & corporate social responsibility
Sustainable marketing is often driven from within the company (e.g. Tony’s
Chocolonely).
Corporate social responsibility is a way to communicate about the efforts companies
do to support and undertake social initiatives.
,Marketing environment
Macro à external environment
Meso à Performance environment
Micro à Internal environment
, Marketing strategy & planning
Strategic marketing goals
Strategic marketing is the process that leads to specific decisions on how to compete
in the marketplace and how the company should best serve it’s customers.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller dutchie123. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.51. You're not tied to anything after your purchase.
