100% de satisfacción garantizada Inmediatamente disponible después del pago Tanto en línea como en PDF No estas atado a nada
logo-home
MS Lecture Summary 6,49 €   Añadir al carrito

Resumen

MS Lecture Summary

2 reseñas
 118 vistas  5 veces vendidas
  • Grado
  • Institución

Lecture summary from the course Marketing Strategy. I took this course last year but made it up-to-date with this year's slides, so you're all good to go! Compared to last year, some sessions are in different order, or some content is a little extra for you this year, but might come in handy. Good ...

[Mostrar más]

Vista previa 4 fuera de 39  páginas

  • 9 de diciembre de 2023
  • 39
  • 2023/2024
  • Resumen

2  reseñas

review-writer-avatar

Por: jonambaum • 11 meses hace

review-writer-avatar

Por: Sam98 • 11 meses hace

avatar-seller
MARKETING STRATEGY 2023
LECTURE SUMMARY
PROFESSOR SWELDENS
ROTTERDAM SCHOOL OF MANAGEMENT
ERASMUS UNIVERSITY ROTTERDAM
[No guest speaker content]
[Some sessions are in different order compared to last year’s lectures, but do
not get confused, all the information is in there, it might just be in a different
spot or a little extra 🙂 (e.g. session 2 might be more additional for you - but
might give you useful insights anyways)]

GOOD LUCK! <3

,Lecture 1 | Introduction
A love of tactics: marketing = 4Ps
- Marketing as tactics
- sales promotions and coupons
- advertising, logos, brochures
- Marketing as cost
- the accountability problem
- the accounting problem
- Surrendered decisions to other dept.
- pricing, CRM, digital, etc.

Marketing as philosophy: putting the customer at the center of all you do

Marketing = the process of identifying and profitably satisfying customers’ wants and needs

(Business) Strategy = a clear set of plans, actions and goals that outline how a business will
compete in a particular market, or markets, with a product or number of products or services

If companies are bundles of processes designed to deliver customer value, marketing =
strategy

The goal and how to get there:
Market forces → change management → profitable growth

Porter’s 5 forces:
1. competition in the industry
2. potential of new entrants into the industry
3. power of suppliers
4. power of customers
5. threat of substitute products

5Cs:
1. customers
2. competitors
3. company
4. collaborators
5. context

Marketing is changing: from product-orientation over customer-orientation to a system-
orientation?
1. Product-orientation: marketing is the execution of business activities aimed at
navigating a stream of products and services from the manufacturers to the customer
2. Customer-orientation: marketing is the process of identifying and profitably satisfying
customer wants and needs - focus on the benefits to the customer
3. System-orientation: market forces → change management → shared value
This could also mean change management as innovation (e.g. Danone)

,Doing well by doing good
Financial performance benefits of shared value:
1. enhanced firm reputation
2. stakeholder endorsement (both internal and external)
3. risk mitigation
4. improved innovative capacity (via access to knowledge and internal capabilities)

Brand purpose can and will cost money for the company!
But, strong purpose cases do build trust, commitment and fame (appeal) for the company.
Many companies do not want to spend money on its purpose but it can definitely help the
company.

, Lecture 2 | Change Management
How to change

Market research → present data and establish a roadmap


Today: market forces → change management → profitable growth

The 4 principles of change management:
1. Be market driven
a. Identify the problem
2. Be market driving
3. Anticipate reactions
a. Make sure consumers will accept the change; how will they react?
4. Match external changes with internal changes
a. Communication is important

Why did coke change?
1. changing tastes
2. losing market share
a. resulted in losing #1 position → losing control → lose your defining power
b. losing control: distribution (power over retailers), mind of consumers (brand
value and consistency; coke is ‘the real thing’ or is ‘it’)
c. the real risk is losing #1 customer: McDonald’s (= danger of collapse in
market share)

Why and when should coke have changed? [Coke was in the lectures from last year - useful
for understanding change management]
Should have changed earlier on - they waited till it was ‘too late’

1. Be market driven
- Principle: track changes in the market carefully at all times
- hence, more appropriate question would have been:
Why did it take so long for coke to change?
- wrong analyses
- conservative DNA: arrogance
- ignoring competition
- no attention to market share
- profit (...)

Boiling Frog Syndrome: you don’t notice small changes
- gradual changes received too little attention
- insufficient attention to customers channels and competitors
- Coke failed to see and understand market changes that took place over a
long period of time
- “Pepsi Generation” campaign started in the 1960s
- product line expansion started in the 1960s

Los beneficios de comprar resúmenes en Stuvia estan en línea:

Garantiza la calidad de los comentarios

Garantiza la calidad de los comentarios

Compradores de Stuvia evaluaron más de 700.000 resúmenes. Así estas seguro que compras los mejores documentos!

Compra fácil y rápido

Compra fácil y rápido

Puedes pagar rápidamente y en una vez con iDeal, tarjeta de crédito o con tu crédito de Stuvia. Sin tener que hacerte miembro.

Enfócate en lo más importante

Enfócate en lo más importante

Tus compañeros escriben los resúmenes. Por eso tienes la seguridad que tienes un resumen actual y confiable. Así llegas a la conclusión rapidamente!

Preguntas frecuentes

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.

100% de satisfacción garantizada: ¿Cómo funciona?

Nuestra garantía de satisfacción le asegura que siempre encontrará un documento de estudio a tu medida. Tu rellenas un formulario y nuestro equipo de atención al cliente se encarga del resto.

Who am I buying this summary from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller EUR2023. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy this summary for 6,49 €. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

45,681 summaries were sold in the last 30 days

Founded in 2010, the go-to place to buy summaries for 14 years now

Empieza a vender
6,49 €  5x  vendido
  • (2)
  Añadir