Summary of the entire Marketing test during the Guest Experience Module.
Content:
Introduction to marketing
Company and marketing
Markets and buying behaviour
Customer driven marketing strategy
Marketing mix product
Communicating Customer Value: Integrated Marketing Communications Strategy
Pricin...
Samenvatting Principles of Marketing, ISBN: 9781292220178
Marketing Fundamentals Notes
All for this textbook (19)
Written for
NHL Stenden Hogeschool (NHL)
Hoger Hotelmanagement
Guest Experience
All documents for this subject (1)
Seller
Follow
tessdroelofs
Reviews received
Content preview
Marketing lectures
Principles of marketing: Kotler and Armstrong (17th ed.)
30 questions multiple choice
Content:
Introduction to marketing
Company and marketing
Markets and buying behaviour
Customer driven marketing strategy
Marketing mix product
Communicating Customer Value: Integrated Marketing Communications Strategy
Pricing: Understanding and Capturing Customer Value
Marketing Channels
, Introduction to marketing
Marketing: manipulating, persuading people.
A process by which companies create value for customers and build strong customer
relationships to capture value from costumers in return.
Marketing process
Markets are the set of actual and potential buyers of a product… we are the market!
,Customers:
Market offering are combination of products, services, information, or experienced offered
to a market to satisfy a need or want.
Marketing myopia is focusing only existing wants and losing sight of underlying consumer
needs.
Designing a customer-driven marketing strategy
Marketing management: the art and science of choosing target markets and building
profitable relationships with them.
Who are our customers?
How can we best serve these customers?
Production concepts: consumers will prefer products that are readily available and
highly affordable.
Product concept: consumers favour products that offer the most quality,
performance and features.
Selling concept: consumers will not buy enough of the firm’s products unless it
undertakes a large scale selling and promotion effort.
Marketing concept: knowing the needs and wants of the target markets and
delivering the desired satisfactions better than competitors do
Societal marketing make good marketing decisions by considering consumers’ wants
and long-term interests company’s requirements society’s long-run interests
, Loyalty.
The benefits of buying summaries with Stuvia:
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
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
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 tessdroelofs. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.80. You're not tied to anything after your purchase.