100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Block 1.2 Online Branding $3.21
Add to cart

Summary

Summary Block 1.2 Online Branding

 91 views  8 purchases
  • Course
  • Institution
  • Book

This summary can be used to study and prepare for the second exam in the first study year for International Communication students at the Hanze University of applied sciences. The summary is written by following the learning outcomes of the study year . I hope you find it useful, and good luck with...

[Show more]

Preview 4 out of 33  pages

  • Unknown
  • September 20, 2020
  • 33
  • 2019/2020
  • Summary
avatar-seller
Summary year 1 block 2
Principles of marketing




SUMMARY 1

, Index
Summary year 1 block 2 1
Index 2
Learning outcomes MOC 5
Chapter 1: Marketing 7
Needs, wants, demand, market offering and marketing myopia
8
Marketing process: 5 steps 9
Chapter 2: Company and marketing strategy 10
Mission and Vision 10
Product-versus Market-oriented Business definitions: 11
The product/market expansion grid: 11
Marketing mix (4p’s) 12
Chapter 3: Analyzing the market environment 13
Micro-environment: 13
Macro-environment: 13
Chapter 5: Consumer Markets And Buying Behavior
14
Consumer behavior: 14
Buying behavior: 14
The buyer decision process: 15
Chapter 7: Customer value/ Driven marketing
strategy 16
Marketing strategy: 16

SUMMARY 2

,Segmenting consumer markets: 16
Target market segments: 17
Chapter 18: Creating Competitive Advantage 18
Competitor analysis: 18
Chapter 8: Products, Services and Brands 19
The 3 levels of products and services: 19
Product classifications: 20
Characteristics of services: 20
Product and service decisions: 21
Brand development strategies: 21
Chapter 9: Product Life-Cycle 22
Product Life-cycle(PLC) stages: 22
Product Life-cycle (PLC) characteristics/ marketing objectives
and strategies: 22
Chapter 12: Marketing Channels 23
Value delivery network: 23
Nature of marketing channels: 23
Vertical marketing systems: 25
Horizontal marketing systems: 26
Chapter 14: Engaging Customers and
Communicating Customer Value 27
Integrated marketing communication: 27
Promotion/marketing communication mix: 27
Steps in developing effective marketing communication: 29



SUMMARY 3

, Chapter 17: Direct, Online, Social Media and Mobile
Marketing 32
Direct and digital marketing: 32
Online marketing 32
Content strategy 33
Content strategy steps: 33




SUMMARY 4

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 AilaK. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $3.21. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

52510 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
$3.21  8x  sold
  • (0)
Add to cart
Added