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Samenvatting Marketing Management
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Samenvatting van de stof voor het vak Marketing Management uit de minor Bedrijfswetenschappen of de studie Rechtsgeleerdheid Entrepreneurship en Management.
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Hoorcollege 1Marketing
- 1e definitie (1935): Performance of business activities that direct the flow of goods and services
from producers to consumers
- 2e definitie (1985): Process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and organizational
objectives
- 3e definitie (2004): Organizational function and a set of process for creating, communicating and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders
- 4e definitie (2007, 2013, 2017): Activity, set of institutions and processes for creating,
communicating, delivering and exchanging offerings that have value for customers, clients, partners
and society at large
Klantwaarde: hoeveel voorkeur iemand aan iets geeft/hoe blij iemand van iets wordt
Definitie marketing (Armstrong & Kotler, 2023)
- The process by which companies create value for customers and build strong relationships in order
to capture value from customers in return
- Twofold goal: attract new customers by promising superior value + keep and grow current
customers by delivering satisfaction
Marketing gaat om klantwaarde creëren (niet op transactionele basis, maar klanten bij je houden etc)
-> IS DUS NIET HETZELFDE ALS VERKOOP
Create value
1) Understand the marketplace and customer needs and wants
2) Design a customer-driven marketstrategy (Segmentation, Targeting, Positioning)
3) Construct an integrated marketing program that delivers superior value (4 P’s)
4) Build profitable relationships and create customer delight
,-> Capture value
1) Capture value from customers to create profits and customer equality
Marketingplan is uitkomst van process
1) = Environmental analysis
2) = Strategy formulation
3) = Implementation & Action
Value
- In enge zin: Is a utility trade-off between benefit and sacrifice
- In brede zin: Is a combined utilitarian-hedonic response which
- Implies an interation between a subject and an object
- Is relative by virtue of its comparative, personal and situational nature
- Is preferential, perceptual and cognitive-affective
Definitie value
- Customer’s evaluation of the difference between all the benefits and all the costs of a marketing
offer relative to those of competing offers
5 kernbegrippen in marketing
1) Needs, wants, demands (need is dorst, want is bijv. water of bier -> er ontstaat vraag naar product
-> geld toevoegen aan demand zorgt voor transactie -> transacties vormen markt)
2) Marketing offerings (e.g. products, services, experiences)
3) Customer value and satistfaction
, 4) Exchanges and relationships
5) Market
Societal marketing concept
- Needs and wants kunnen impact hebben op milieu
-> Societal marketing questions whether marketing overlooks possible conflicts between
consumer short-run wants and consumer long-run welfare
- Je moet value leveren op een manier die zowel de consumer’s en society’s wellbeing verbeteren
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