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Marketing
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Lecture notes of 30 pages for the course Marketing at NHTV
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Marketing Lecture 11/7
Introduction to Marketing:
Advertizing.
Market(gett)ing.
History ;
Were once self supporting, everybody for themselves growing and raising.
More than could produce, dus place to to exchange.
Trading for money begins. Good idea to be unique and make good attractive; promotion.
INDUSTRIALIZATION
factorys produce large amounts of goods. Started selling through retailers.
Problem; no contact with final custormer.
How to produce products people want to buy?
This became sort of aquired science.
Different groups/segments having different needs.
Looking at differentgroups and how they have diff needs.
This leads to dividing market into different segments.
Traditional marketing mix; product, place, price, promotion.
Internet made it possible to discuss directly with possible personal clients.
Market segments are still used, but databases of user data make this more accurate.
Many definitions of marketing, but comes down to making a programme that satisfies the
needs of customers. Then they give you money, thats the final goal. Make profit. Sell things
at high as poss price.
Is best to make customer and company happy. Both interests met.
People are idiots and complain about stupid stuff, so avoid overhyping.
There is a very specific marketing planning process; (see lecture slides)
,Marketing Lecture 2.
Some clip; new company “wake up now” its amazing. Start travel agency's for 100$.
previously was expensive, online marketing and social media makes online travel agency
easy to make.
How to become rich and famous.
Mark Zuckerburg; 126 billion $
compare to Hyves, which has depleted 100%. Though it raises the possiblity of the next big
thing coming along in 5 years and facebook is left.
How to make money online?
– Market knowledge; extrmely important, if you want to sell to chinese you must know
how to market to the chinese economy, who decides what, what do they read/watch
– Profitable Business Model;
– Enterpreneurship.
Marketing knowledge:
It's not about the device, but about people who use it. So its not about the mediums. Doesnt
matter what is next,
Check that graph on the slide, to see the ratios of people who use the internet.
1 billion internet users in Asia alone.
Netherlands has 96-8% housholds with internet access.
25% of people in EU have never used the internet
60% have used internet
E-Commerce, Zalando, bol.com, amazon etc. Netherlands is not in the top 3. UK is number
one.
If you want to sell to Italians, which is low on the scale, you would probably choose a
different method of distributing your product, since they are very low on the scale of e
commerce.
People will not used webbased services, primarily because they are concerned about their
data, through security and or privacy. Makes up the most reasons why people prefer not to
shop online. Though many millions and millions do.
The willingness of people to allow themselves to be tracked online in return for free services,
has increased a few percent since 2008, while the number of people specifically unwilling has
decreased by almost 10% over the same period.
They appear trustworthy, give me your data they say. Reviewcentre for example reviews
websites that take your data, by prominently displaying these scores if they're high a website
removes some of the uncertainty when using their services.
, Mobile devices are getting stronger, and web access is likely to exceed desktop computers by
2015, partially because of the awesome powers and big screens. Also just because of the
trends.
Few slides given which highlight the increasing importance of the smart phone in the lives of
everyone.
M-Commerce, which is basically E commerce, is an increasing thing, though more and more
people are doing so. Though more are still skeptical.
People will use their smart phones for more in the future
The conclusions page is a slide, make sure to read.
Summary; if you want to make money on line make sure people trust you.
The Travel Industry.
Because of the international atmosphere, travel E commerce has been super successful.
The travel agency business has obviously taken a huge hit. What will their role be in the
future? Unclear but there is a possibility that they become more “inspiration centres” some
services employees to help you with the self service process. Mobile travel agents actually
come to your house now.
90% of dutch travelllers use internet as souce of information.
People still go to travel agents to get information but then book online using that information.
Top of mind; if you go online to buy airline tickets, the first thing you think of,
vliegtickets.nl, making you think of theirs first.
Why we book online; mainly price, but there are others, informaiton must be easy and fun to
gather, simiple. No errors on website, since this reduces trust drastically.
Loyally is harder to maintain from an online travel perspective, but easy for the old travel
agencies. Since there was an emotional connection with the warm feeling of the people who
worked there who you may have seen often and who gave it a personal twist.
Conclusions;
– if only for giving information, travel agencies, are sill there but not dominent.y
– if you dont know where people are and what and how they consume, you will not
know how to reach these people and they will not buy what you sell.
– Check the slides for the rest.
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