Marketing
Required readings= cases real life = komt op exa
+ gastcolleges ook
3 assignments (5%)
3 interactive classes + assignment =vragen komen erg overeen met die van het examen
Examen: multiple choice 50% + open essay type questions (case study) , woordenboek mag
Chapter 1: Marketing Principles and Practice
Objectives
1. Define the marketing concept
2. Understand the concepts of exchange in marketing and the marketing mix
3. Explain how marketing has developed over the twentieth century and into the twenty-first
century.
4. Describe the three major contexts of marketing application, i.e. consumer goods, business-to-
business, and services marketing.
5. Understand the positive contribution marketing makes to society.
1.1What is Marketing?
Brand: expecting certain quality
Main difference between selling and advertising
Selling perspective: what is my offer, what am i selling, how are my products = starts from your
product, your organization = short term
Marketing= invest in getting 2 understand what a person is looking for
Marketing defined
Marketing is a social and managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others.
In business context: To build and maintain profitable customer relationships with stakeholders
= 2 versch def in handboek, die moet je niet kennen, dit combineert belangrijkste
Process= geen transactie, geen 1 time thing, doe je constant
Het is long term
via relationships : stakeholders (niet menkel met costumers)
Exchange… The core of marketing
Exchange = the act of obtaining a desired object from someone by offering something in return
• At least two parties
• Each must hold something of value to offer
• Parties must want to deal with each other
Exchange creates value, gives people more consumption, choices or possibilities
You get something what you wanted cause otherwise you wouldn’t trade
Value
▪ Customer value: the consumer’s assessment of the product’s overall
capacity to satisfy his or her needs
▪ PERCEIVED value!!!
Verschil tussen waarde verkregen door bezit of gebruik van het product en de kost (kostprijs,
moeite) om het te verkrijgen
Niet altijd objectief
1
, Value is wat de consument zegt dat het is
Economie= consumenten maximeren consumptie = marketing weet dat dat niet waar is
“Marketing: the science of knowing what economists are wrong about”
Value: example
Tesla
Economisten zeggen: via kosten baten afweging en maximeren => beslissing maken
tesla zegt: besparen op gas
Kost= weinig km’s, lange wachttijd, en dure prijs
Als je km’s berekent om de hoge aankoopprijs te compenseren = volgens economisten zou het geen
zin hebben om de aankoop te doen
Hedonic value= fun , enjoyment = dat kunnen economisten niet quantificeren
Britse mail: 97 procent van de snelle levering komt volgende dag aan
Maar wij haken al af bij meer dan 60%
Dus mensen moeten het ook denken, er in geloven, perceptions of values, gaat niet over wat echt is
What does marketing apply to?
Products, services, events, sports, media, jobs, websites, politics, universities,…
1. Physical products
Products= in boek zegt men offering= zodat het ook over diensten etc gaat
2. Services
3. Retail
4. Experiences
5. Events
6. Film, music & theater
7. Places : om toeristen te trekken of bedrijven, inwoners, investeerders
8. Ideas
9. Charities and non-profits
10. People
Marketing applies… anywhere “buyers” have a choice
1.2 What Is the Difference between Customers and Consumers?
Costumer vs consumer
A customer is a buyer, a purchaser, a patron, a client, or a shopper—someone buying from a shop, a
website, a business, and, in the sharing economy, another customer (e.g. Airbnb or Uber).
The difference between customer and consumer is that a customer purchases or obtains an offering
but a consumer uses it (or eats it, in the case of food).
Soms zijn ze hetzelfde , als je iets koopt voor jezelf ben je beide bv cake kopen om te eten
Consumers’ buying roles
Initiator: Initiates idea
Influencer: Influences
Decider: Ultimate buying decision
Buyer: Actual purchase
Payer: Pays
User: Consumes
Gatekeeper: Controls access
comsumer= bredere rollen dat mensen kunnen opnemen
Daarom term user gebruiken
2
,Initiators komen eerst met het idee: kom we gaan bier kopen
Influencers: oh ik heb iets nieuw ontdekt, gaan we niet naar ergens anders= hebben effect op
beslissing
Decider= leider
Gatekeepers= helpen , bv ouders
Belangrijker om koper aan te spreken dan user
Example: Old Spice
Old spice= deodorant en zeep voor mannen
Wordt vooral gekocht door vrouwen voor mannen
Zij prefereren deze reclame niet
1.3 Market Orientation
Belangrijk concept, niet marketing orientation
Market orientation
= The organization-wide generation of market intelligence pertaining to current and future customer
needs, dissemination of the intelligence across the departments, and organization-wide
responsiveness to it’ (Kohli and Jaworski, 1990: 6).
= Organisation-wide belief in delivering customer value
=not only involves the marketing function but also everyone gathering and responding to marketing
intelligence
Understanding consumer needs even better than consumers themselves do
Creating products that meet existing and latent needs, now or in future
Moet leven in de gehele organisatie, moeten allemaal focussen op de noden van de klant
Niet de duidelijke maar ook de unpredictable needs
Proberen te voorspellen wat klanten willen nu en in de toekomst
“Get closer than ever to your customers. So close that you tell them what they need well before they
realize it themselves”
=makes organizations more profitable in both the long and short runs
Are better at marketing sensing= understanding the strategic implications of the market, when
having a market orientation
Developing a market orientation means developing:
■ customer orientation—concerned with creating superior value by continuously developing and
redeveloping offerings to meet customer needs, meaning that we should measure customer
satisfaction on a continuous basis and train front-line service staff;
■ competitor orientation—requiring an organization to develop an understanding of its competitors’
short-term strengths and weaknesses, and its own long-term capabilities and strategies (Slater and
Narver, 1994); and
■ interfunctional coordination—requiring all an organization’s functions to work together for long-
term profit growth (as illustrated in Figure 1.1).
Goed begrijpen van klanten hun noden, ook aware zijn van wat concurrentie aan het doen is en zeker
zijn dat iedereen in het bedrijf aan boord gaat = 3 componenten van market orientation
3
, Customer centricity is also…
NOT trying to please ALL customers
Fulfilling needs in a PROFITABLE way
Niet noodzakelijk om iedereen aan te trekken
1.4 Marketing’s Intellectual Roots
• Industrial economics influences:
o Supply and demand (price, quantity)
o Theories of income distribution, scale of operation, monopoly, competition, …
• Psychological influences
o Consumer behaviour, motivation research, information processing
o Persuasion, consumer personality, customer satisfaction, …
• Sociological influences
o How groups of people behave: Demographics, class, motivation, customs, culture
o How communication passes through opinion leaders, …
• Anthropological influences
o Qualitative approaches in researching consumer behaviour
• Computer science influences
o Digitization, recommendation systems, apps, …
Marketing as a discipline has developed as a result of the influence of its practitioners, but also
developments in several related disciplines, including the areas of industrial economics, psychology,
sociology, and anthropology, as follows:
• Industrial economics influences—Our knowledge of the matching of supply and demand
within industries owes much to the development of microeconomics. The economic concepts
of perfect competition and the matching of supply to demand underlie the marketing
concept, particularly in relation to the price at which offerings are sold and the quantity
distributed (see Chapter 9) and the nature of business-to-business marketing (see Chapter
16). Theories of income distribution, scale of operation, monopoly, competition, and finance
all come from economics (Bartels, 1951), although the influence of economics on marketing
has declined (Howard et al., 1991).
• Psychological influences—Our understanding of consumer behaviour derives principally from
psychology—especially from motivation research (see Chapter 3) in relation to consumer
attitudes, perceptions, motivations, and information processing (Holden and Holden, 1998),
and our understanding of persuasion, consumer personality, and customer satisfaction
(Bartels, 1951). Understanding buyer psychology is fundamental to the marketing function.
Because marketing is about understanding customers’ needs, empathy with customers is a
prerequisite.
• Sociological influences—Our knowledge of how groups of people behave derives from
sociology, with insights into how people from similar gender and age groups behave
(demographics), how people in different social positions within society behave (class), why
we do things in the way that we do (motivation), general ways in which groups behave
(customs), and culture (Bartels, 1951, 1959). What society thinks as a whole (that is, public
opinion) and how communications pass through opinion leaders (Katz, 1957), as well as how
we influence the way people think, for example propaganda research (Lee, 1945; Doob,
1948), have all informed marketing practice.
Bv invloed van soc media
• Anthropological influences—Our debt to social anthropology is increasing as we use
qualitative approaches such as ethnography, netnography, and observation in researching
consumer behaviour (see Chapter 3)—particularly the behaviour of subgroups and cultures
(for example tweenagers, haul girls).
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