Marketing Management Summary ALL Lectures Pre-master Business Administration UvA feb 2018 (very detailed)
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Module
Marketing Management (6012S0014Y)
Institution
Universiteit Van Amsterdam (UvA)
Book
Marketing Management
This summary contains all the necessary information for the exam that was thought in the lectures and seminars.
Grade 8,5!
Part of block 1 for the premaster Business Administration at the UvA
Company orientation to the marketplace
The Production Concept
Consumers prefer products that are widely available and inexpensive, managers of production-oriented businesses concentrate on
achieving high production efficiency, low costs and mass distribution.
The Product Concept
Consumers favor products offering the most quality, performance or innovative features
The Selling Concept
Consumers and businesses, if left alone, won’t buy enough of the organization’s products. It is practiced most aggressively with
unsought goods.
The Marketing Concept
The marketing concept (emerged in mid 1950’s) holds that the key to achieving organizational goals is being more effective than
competitors in creating, delivering, and communicating superior customer value to your target markets.
Selling focuses on the needs of the seller, marketing on the needs of the buyer – Theodore Levitt
The Marketing Concept
The marketing concept holds that the key to achieving organizational goals is being more effective than competitors in creating,
delivering, and communicating superior customer value to your target markets.
The marketing concept holds that the key to achieving organizational goals is being more effective than competitors in creating,
delivering and communicating superior customer value to your target markets.
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