This is a comprehensive summary of strategic marketing 2. You will have a good overview of what you need to know everything. In my summary I took an easy 8. To do good, you have to learn it. You also get equal too the pilot exam with answers for free! It sits at the back
SUMMARY STRATEGIC
MARKETING II
Hanzehogeschool IBL Blok 8
Martje Logemann
, CONTENT
1 Customer analysis ................................................................................................................................. 4
1.1 Customer Value............................................................................................................................. 4
1.2 Buying centers and Decision Making Units (DMU) ....................................................................... 4
1.2.1 Difference between B2B and B2C Buying Behavior .............................................................. 5
1.3 Customers in B2B .......................................................................................................................... 5
1.4 Customer in B2C............................................................................................................................ 5
1.5 Consumer B2C Decision Making ................................................................................................... 6
1.5.1 Determinants of Consumer Involvement ............................................................................. 6
1.5.2 The consumer buying process .............................................................................................. 8
1.5.3 Influences on consumer’s decision ....................................................................................... 9
1.5.4 Family Lifecycle ..................................................................................................................... 9
1.5.5 Social networks ................................................................................................................... 10
1.6 Organisational B2B Decision Making .......................................................................................... 10
1.6.1 Identifying buyers in organizational markets ..................................................................... 10
1.7 Influences on the Buying Process ............................................................................................... 12
1.8 Customer Perceived Value and Customer Satisfaction .............................................................. 12
1.9 Customization – Tailoring the Offer to the Individual Customer ................................................ 13
1.10 Summary ..................................................................................................................................... 14
2 Competitor Analysis and Intelligence ................................................................................................. 16
2.1 Introduction ................................................................................................................................ 16
2.2 Who are our Competitors? ......................................................................................................... 17
2.3 How are Competitors Interacting? ............................................................................................. 18
2.4 How do we learn about our Competitors? ................................................................................. 18
2.4.1 Proactive or reactive CI ....................................................................................................... 18
2.4.2 Formal or informal CI .......................................................................................................... 18
2.5 What are the Strengths and Weaknesses of our Competitors? ................................................. 19
2.6 Market commonality and resource commonality ...................................................................... 19
2.7 What are the Objectives and Strategies of our Competitors? .................................................... 20
2.7.1 Assessing competitors’ current strategies .......................................................................... 20
2.8 Summary ..................................................................................................................................... 21
3 Analyzing relationships in the value chain .......................................................................................... 21
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