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IBLY2 Marketing Proficiency Summary
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A summary of the course Marketing Proficiency, which takes place in block 3 and 4 in the second year of IBL.
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MARKETING PROFICIENCY(BLOCK 3&4)
Course Summary
Denisa Galaskova
0899566, IBL211E
,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
Table of Contents
LESSON 1 – E-COMMERCE, SOCIAL MEDIA & MOBILE INTERNET IN PRACTICE .................... 3
LESSON 2 – SOCIAL MEDIA................................................................................................. 7
LESSON 3 – THE WEBSITE AS MARKETING MEDIUM ......................................................... 10
LESSON 4 – BLUE OCEAN STRATEGY................................................................................. 13
LESSON 5 – FORTH INNOVATION METHOD ...................................................................... 16
LESSON 6 – INTRODUCTION TO INTERNATIONAL BUSINESS ............................................. 20
LESSON 7 – POLITICAL AND ECONOMIC ENVIRONMENT .................................................. 24
LESSON 8 – CULTURE ....................................................................................................... 28
LESSON 9 – MANAGEMENT&ORGANIZATION IN AN INTERNATIONAL ENVIRONMENT ..... 34
LESSON 10 – MARKET ENTRY & INTERNATIONAL MARKETING ......................................... 40
CRASH COURSE CHECKLIST .............................................................................................. 47
Page 2 of 47
,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
LESSON 1 – E-COMMERCE, SOCIAL MEDIA & MOBILE INTERNET IN PRACTICE
An Explosion of Communications
I Messages
• Messages are changing: shorter and more interactive
• Media is changing: social networks, equipment are taking over each other’s functions
• Companies have to deal with responses from individual customers as a result of
growing importance of digital media in marketing
• Responses generate data (!)
II Direct Marketing, Response and Interaction
1886 Sears & Roebuck – watches for railway employees
1937 Dutch Book Club
1952 Wehkamp’s 1st direct-response ad in TV-magazines
70s Rapid growth by the use of computers: customer data could be and were
stored faster and more efficiently
Direct marketing vs. mass media:
ü Message is directly tailored to an individually traceable (potential) customer
ü Aimed at an individual response
ü Data stored in a database
ü Thus, being able to tailor future messages to individual preferences
Trends for Marketers
• Consumers are now also employing mass communication themselves
• Consumer’s feedback leads to traceable clicking behavior and actual responses
• Quantity of communications to be processed has grown, so have the info filters
• Consumer knows where to find information and is providing greater transparency
Communication Explosion
Cause à Digital media (e.g. internet, email, text messaging)
• Gap between suppliers and customers reduced
• Consumer can ask questions and give feedback more easily
• Increase in dialogue
• Unlimited wireless availability
• Communication between consumers increased (!)
• Some consumers become senders
• Markets getting more transparent
• Consumers have slightly more power in hands
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,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
Effects on Information Processing
The message is filtered in the recipient’s brain more strongly than before
The filters:
1. Distortion
We read what we think is there on the basis of prior information (usually not reality)
2. Deletion
If someone says having read the newspaper within 10 min, in fact not even read 1%
3. Generalization
Drawing a conclusion on basis of one or few observations
Looking, Reading and Clicking Behavior
I Eye Tracking
Special techniques get an objective picture of:
• what someone sees
• in which order
• for ho long someone looks at something
• when looking changes to reading and
• when reading stops
This makes it possible to
(1) discover what prompts people to read (further) => reading booster, or
(2) what prompts people not to read or to stop reading => reading filter
+ Improving (online) marketing communication therefore begins with an understanding of
looking and reading behavior. +
II Scanning
Book Other media
Start at the beginning, continue in an orderly First look at the whole, content is distorted
fashion from top to bottom, from left to right to match the feeling about the content that
was created prior to reading it
+ Psychology thus plays a role in marketing, and it is important for a marketer to have some
knowledge about how the brain works. +
THE BRAIN
1. Feeling is created in the right half of the brain, the older part of our brain: brain stem,
controls many automatic functions (such as breathing, heart rate, balance, and directing
movements)
2. Second part of the brain: limbic system (controls body temperature, blood pressure), an
important role in emotional responses (to survival, nutrition, and reproduction)
3. Third part of the brain: the neocortex (looks like a walnut) consists of 2 symmetrical
hemispheres:
Left half Right half
Reason, reading, details, slow, one thing at Emotion, scanning, overview, rapid, multi-
a time, texts and content functional, pictures, headings and form
Page 4 of 47
,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
Word Pictures
A child recognizes the words “daddy”, “mummy”, etc. and its own firs name in a picture and
the child can also write/draw those words. Recognizing word pictures is therefore different
from reading or writing.
Conscious places to put words are:
ü Headings
ü Topmost part of text
ü First word of a line
ü Making them noticeable (bold or italic)
Looking Sequence:
Ø (Large) images
Ø Headings
Ø Text
Ø Warm colors
Ø Eyes of people
Ø Naked people/sexual suggestive images (non-functional attention)
Which subjects attract more attention?
• Basic motivators: greed, fear, status, and development
Influencing Behavior
I Buying Decisions
Made based on: (1) Knowledge and (2) Emotion
Phase 1. Problem or wish
Phase 2. Searching for information
Phase 3. Evaluating option
Phase 4. Choosing and deciding
Role of marketing communication in each phase of the buying process:
1. Consumer uses Google, marketer uses push media to accelerate/stimulate the creation of
the problem/wish, getting users attention by using pictures and short clear texts
2. Findability is key, how does the consumer search and which words are used
3. Comparison sites, weblogs and social media help evaluate, power shifts from marketer to
consumer
4. Doubt, so: influence decisions by
(a) navigation,
(b) texts and arguments,
(c) response forms and response thresholds, and
(d) the use of special campaign pages
Page 5 of 47
,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
Changing Consumption of Communication
People are communicating more than before…
filtering and processing information differently than before…
storing information differently than before…
searching differently for information…
I Different Media per Target Group
Communicating with existing customers:
• 20% generates 80% of the turnover
• And from the remaining, 4% generates 64% of the turnover
Personal attention and a high degree of empathy
Communicating with people that ask for information (prospects):
⎯ Follow up quickly and specifically on the reasons why they ask for information
⎯ Responding alertly is more important than how you respond
Push Pull
There has not yet been a customer request. Communicating with (potential) customers with
People who have been identified can be actively an existing request or need that actively are
approached by direct mail, e-mail or telephone searching for an offer.
to create a need.
Timing & Event-Driven Marketing
ü Making an offer at the right moment
ü Buying needs are introduced by events: sending a message immediately after such
an event is called “event-driven marketing”
• Fixed events
Christmas, public and summer holidays (holiday offers), Mother’s Day (flower
offers), etc.
• (Un) expected events
Soccer world cup (LED TV offers), first hot day (AC offers), etc.
• Personal events
Birth, starting school, 18th birthday, marriage, etc.
• Dynamic events
Expiring subscriptions, date on which mortgage interest is due, etc.
NOTE: Data providers collect and sell data about consumers (moving house, marriage, etc.)
Page 6 of 47
,IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
LESSON 2 – SOCIAL MEDIA
Internet 1.0 Before 2001
Internet 2.0
Internet 3.0 Semantic Web – computer is thinking for/with us
Industry 4.0 The Internet of Things
Social media?
• Building and maintaining relationships
• Sharing content
• Joining a group
2010: 70% of the newly appeared web content was made by consumers
Consumers make profiles and then link themselves to friends and other consumers
(let their surroundings know what they do, what occupies them and what they think, etc.)
Social Media Platforms:
Google+ 2.5 billion
Facebook 1.59 billion
YouTube 1 billion
WhatsApp 900 million
Facebook Messenger 800 million
Tumblr 555 million
Instagram 400 million
LinkedIn 380 million
Twitter 320 million
Skype 300 million
Snapchat 200 million
Pinterest 100 million
Foursquare/Swarm 45 million
Twitter LinkedIn
• Miniblogging or Microblogging • Professional network (work-related)
• Started in 2006 • Up-to-date contact data
• 140 Characters • Interest groups
• Text + Links • Linked to Twitter
• Followers • Sending (relevant) emails to your
• Retweets network is possible
• 75% < 30 (age) • Complete CV
• Vacancy website
YouTube Weblogs
• Part of Google • Articles and photos
• Upload films • Links to Flickr, YouTube
• Incl. full HD • Readers can comment immediately
• Companies, organizations, political and discuss online
parties, brands, schools • Possibilities for companies: dialogue
• Entertainment, advertising, and
instruction, education, customer
service and demonstrations
Page 7 of 47
, IBLY2 Marketing Proficiency Summary (Block 3 & 4) Denisa Galaskova, 0899566
Types of blogs:
1) Personal (one person)
• Small circle
• Holiday diaries (http://wherareyou.net)
• Politicians, sports people, celebrities
2) Specific
• E.g. Merketingfacts.nl
• Trends and news items about one particular subject
3) News blogs
• E.g. Telegraag.nl
• Professional editors
• Reader responses give the news another dimension
4) Corporate/business
• E.g. bmwblog.com
• Officially linked to company
• Communication or marketing channels
• By employees or hired editors
Comparison sites
• Important role in buying process
• Best suppliers, lowest price
• Commercial organizations (business model: money from advertising)
Consumer reviews
• E.g. Tripadvisor.com
• Customer ratings
• Holidays, hotels, restaurants
Other dialogue
• Another information flow, different form the information flow from marketers
• More objective, thus more reliable in the eyes of the public
• Marketer may entice, frighten, make offers and give information
• Consumer consults other customers online
A Different Role for Marketing
• Mass is becoming more critical and more vocal
• Technology enables consumers to express themselves and be heard
• More power for the end user asks for a different role for marketing
• Social media play an important role
• Good things are appreciated
• Things that are not good cannot be saved with misleading marketing tricks
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