Table of contents:
Marketing management as a business process
Key article take-aways
On consumer beliefs about quality and taste – Spiller and Belogova (2016)
What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Fre...
Table of contents
Marketing management as a business process ..................................................................................... 3
Key article take-aways ............................................................................................................................ 5
On consumer beliefs about quality and taste – Spiller and Belogova (2016)....................................... 6
Hypotheses .......................................................................................................................................... 6
Studies ................................................................................................................................................. 7
Conclusion and discussion ................................................................................................................... 8
For the exam........................................................................................................................................ 9
What makes it green? The role of centrality of green attributes in evaluations of the greenness of
products – Gershoff and Frels (2015) ................................................................................................... 11
Hypothesis ......................................................................................................................................... 11
Studies ............................................................................................................................................... 11
Conclusion ......................................................................................................................................... 13
For the exam...................................................................................................................................... 13
Are multi-channel customers really more valuable? The moderating role of product category
characteristics – Kushwaha and Shankar (2013) ................................................................................. 14
Conceptual framework and Hypotheses ........................................................................................... 14
Results ............................................................................................................................................... 15
Conclusion ......................................................................................................................................... 16
For the exam...................................................................................................................................... 16
The impact of different touchpoints on brand consideration – Baxendale, MacDonald and Wilson
(2015) .................................................................................................................................................... 18
Studies and conceptual framework................................................................................................... 18
Results ............................................................................................................................................... 19
For the exam...................................................................................................................................... 19
Drivers of consumer-brand identification – Stokburger-Sauer and Ratneshwar (2012) ................... 21
Hypotheses ........................................................................................................................................ 21
Studies ............................................................................................................................................... 22
Results and conclusions..................................................................................................................... 23
For the exam...................................................................................................................................... 24
Communication channels and word of mouth: how the medium shapes the message – Berger &
Iyengar (2013) ....................................................................................................................................... 25
Hypotheses ........................................................................................................................................ 25
Studies and results ............................................................................................................................ 25
Conclusion ......................................................................................................................................... 26
For the exam...................................................................................................................................... 27
,To be or not to be price conscious – Müller, Vogt and Kröll (2012) ................................................... 28
Studies and hypotheses..................................................................................................................... 28
Conclusion ......................................................................................................................................... 29
For the exam...................................................................................................................................... 29
Willingness to pay for organic products: differences between virtue and vice foods – van Doorn and
Verhoef (2011) ...................................................................................................................................... 30
Studies and Hypotheses .................................................................................................................... 31
Conclusion ......................................................................................................................................... 33
For the exam...................................................................................................................................... 33
The handmade effect: what’s love got to do with it? – Fuchs et al., (2015) ...................................... 34
Studies and hypotheses..................................................................................................................... 34
Conclusion ......................................................................................................................................... 36
For the exam...................................................................................................................................... 36
The Ultimate Marketing Machine – de Swaan Arons et al., (2014) .................................................... 37
For the exam...................................................................................................................................... 39
,Marketing management as a business process
When looking at the practice of marketing as a business process, Kotler and Keller defined it as
follows:
1. Business mission
The business mission provides a shared sense of purpose, direction and opportunity to managers,
employees and in many cases, customers. It reflects a vision, an almost impossible dream that
provides a direction for the company/business unit for the next 10-20 years.
2. Market analysis
External analysis concerns itself with macro environmental factors such as political, economic, socio-
cultural, technology, legal and environmental. It also concerns itself with meso environmental
factors (or the micro-environment) such as competitors, customers, distributors and suppliers.
Additionally, the market analysis involves an internal analysis which identifies strengths and
weaknesses of a company. Thereafter, opportunities and threats from the external analysis and the
strengths and weaknesses from the internal analysis are synthesized in a SWOT analysis.
3. Strategy formulation
First, go through a segmentation process of the market based on demographics, psychographics,
geographic and behavioral aspects. When the market segments are identified, define how you will
target the them: undifferentiated, differentiated, niche, customization. After, position yourself in the
market by considering the following:
- The brand essence
- What goals does it help the consumers to achieve?
- How does it do so in a unique way?
- What is the perception of my product in de mind of the consumers?
4. Tactical program formulation
First, define the value proposition of your product to the customer (benefits-costs). Benefits:
functional, symbolic/emotional, life-changing, social. Costs: economic, psychological. After, consider
the co-creation aspect within your product.
- Greater labor leads to greater love.
, - The effort we put into something does not change the object. It changes us and the way we
evaluate the object.
- Our over-evaluation of the things we make runs so deep we assume that others share that
bias too.
Additionally, consider the 4 p’s of your product:
- Product: functionality, design, variety, branding etc.
- Promotion: advertising/PR, direct marketing, social media, promotions etc.
- Place: channel strategy, distributor choice etc.
- Price: cost-based, competitor based, customer based etc.
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur RobinEline. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour $8.67. Vous n'êtes lié à rien après votre achat.
