100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Samenvatting Marketing Business Administration $5.59   Add to cart

Summary

Samenvatting Marketing Business Administration

 67 views  4 purchases
  • Course
  • Institution

Samenvatting Marketing Business Administration

Preview 4 out of 54  pages

  • August 12, 2022
  • 54
  • 2022/2023
  • Summary
avatar-seller
lOMoARcPSD|15793120




Marketing

A Framework for Marketing Management: Kotler & Keller


Chapter 1: Scope of Marketing for New Realities:


What is marketing?
Marketing is the activity, set of institutions and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. (American Marketing Association, 2013)


Bringing right product to the right person at the right time and place (4P’s).


“The aim of marketing is to make selling superfluous to know and understand the
customer so well that the product or service fits him and self itself.”


Creating customer value: Understanding latent customer needs and wants
Henry Ford: “If I had asked people what they wanted, they would
have said faster horses” (just asking the customers do not bring
the perfect solutions)


Marketing management philosophies / orientations:




1

,Holistic Marketing Concept: Everything matters in marketing > Requires a broad,
integrated perspective




** Integrated Marketing: 4P’s
** Triple bottom line:
People, Planet, Profit >
Societal Marketing
(Performance M.)




What is marketing today? – Philip Kotler
Product-driven marketing (1.0) > Customer-centric marketing (2.0) > Human-centric
marketing (3.0) > Digital marketing (4.0)
“...any company that wants to survive has to turn to these new tools of social media
and use digital media to facilitate their management of their business”
“We are not dropping traditional marketing; we are blending traditional and digital.”
“Marketing should adapt to the changing nature of the customer and the customer’s
paths in the digital economy. The role of marketers is to guide customers
throughout their journey from awareness to advocacy.”


Chapter 2: Marketing Strategies & Plans


Corporate (P&G, Unilever) Unit Strategic Business Unit Strategic Planning
Planning (Dove, Lipton, Ben & Jerry’s)
In what businesses do we want to be active? How can we achieve our objectives
within this particular line of
business?
How can we, as a corporate parent, add value Both today and in the future
to
our particular lines of business?
How will entering new lines of business help
us to
compete in our current ones?

,2

, 1. Corporate & Division
Strategic Planning
- Corporate mission
- Establish Strategic Business
Unit
- Assign resources to SBU’s
o GE/McKinsey matrix > a
strategy tool that
offers a systematic
approach for the multi
business corporation
to prioritize its
investments among
its business units.




o BCG Growth-Share matrix
(Boston Consulting Group) > a
planning tool that uses
graphical representations of a
company's products and
services in an effort to help the
company decide what it should
keep, sell, or invest more in.




- Assess growth opportunities
o Intensive growth
▪ Product-market expansion grid > a tool used to develop business
growth strategies by examining the relationship between new
and existing

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

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

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

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 charlotteveenstra. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $5.59. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

83662 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$5.59  4x  sold
  • (0)
  Add to cart