Resume
Summary marketing chapter 1-22+ kotler book & examples
- Cours
- Marketing
- Établissement
- Arteveldehogeschool (Artevelde)
marketing summary 1IBM chapter 1-22 + examples +kotler/ketler summarised teacher: Patricia dumortier
[Montrer plus]
Aperçu du contenu
SUMMARYMARKETING
MANAGEMENT
1IBM | 2020-2021
Page 0 of 163
, Table of Contents
CHAPTER 1: DEFINING MARKETING FOR THE 21ST CENTURY ........................................................... 7
WHAT IS MARKETING MANAGEMENT? ................................................................................................... 7
Process by which companies. Create value for customers & build strong customer relationships in
order to capture value from customers in return ......................................................................... 7
Example: IKEA ......................................................................................................................... 7
WHAT CAN BE MARKETED? ................................................................................................................. 7
WHO MARKETS?.............................................................................................................................. 7
CORE MARKETING CONCEPTS BV DR MARTENS ->ONLY IN CERTAIN STORES, SPECIALIZED TARGET MARKET) ............ 7
THE NEW MARKETING REALITIES .......................................................................................................... 1
NEW COMPANY CAPABILITIES ............................................................................................................. 1
THE HOLISTIC APPROACH ................................................................................................................... 5
UPDATING THE 4 P’S ........................................................................................................................ 5
MARKETING MANAGEMENT TASKS ....................................................................................................... 6
Example: ex-student now PR at Waasland-Beveren .................................................................... 6
SUMMARY CHAPTER 1 KOTLER-KELLER ................................................................................................ 7
CHAPTER 2: DEVELOPING MARKETING PLANS AND STRATEGIES ..................................................... 8
HOW DOES MARKETING AFFECT CUSTOMER VALUE? ................................................................................. 8
Case Pegasus ........................................................................................................................... 8
Porters Value Chain .................................................................................................................. 8
Strategical Activities ................................................................................................................ 9
Value ( only created when every department is aligned) ............................................................. 10
Value = Planning ..................................................................................................................... 10
HOW IS STRATEGIC PLANNING CARRIED OUT AT DIFFERENT LEVELS OF THE ORGANIZATION? .............................. 10
1. Defining the corporate mission .......................................................................................... 10
2. Establishing strategic business units .................................................................................. 10
3. Assigning resources to each strategic business unit ............................................................. 10
4. Assessing growth opportunities ........................................................................................ 10
BUSINESS UNIT STRATEGIC PLANNING.................................................................................................. 11
PRODUCT PLANNING ....................................................................................................................... 11
SUMMARY CHAPTER 2 KOTLER-KELLER ............................................................................................... 12
CHAPTER 3: COLLECTING INFORMATION AND FORECASTING DEMAND .......................................... 13
INTRODUCTION .............................................................................................................................. 13
DEMAND & FORCASTING DEMAND ...................................................................................................... 13
WHAT ARE THE COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM? .......................................... 13
Internal company records: What are useful internal records for such a system? ............................14
Marketing intelligence activities : What makes up a marketing intelligence system? ....................16
Marketing Research: Analyzing the Macroenvironment ............................................................. 17
DEMAND AND FORECASTING DEMAND.................................................................................................. 17
What are some influential macroenvironment developments? .................................................... 17
How can companies accurately measure and forecast demand? ..................................................19
SUMMARY CHAPTER 3 KOTLER KELLER ................................................................................................ 20
CHAPTER 4: CONDUCTING MARKET RESEARCH .............................................................................. 21
INTRODUCTION .............................................................................................................................. 21
MARKETING RESEARCH PROCESS ........................................................................................................ 21
Define the problem ................................................................................................................. 21
Develop the research plan ........................................................................................................ 21
Collect the information ............................................................................................................ 25
Analyze the information .......................................................................................................... 25
Present the findings ................................................................................................................ 25
Make the decision ................................................................................................................... 25
MEASURING MARKETING PRODUCTIVITY .............................................................................................. 25
SUMMARY CHAPTER 4 KOTLER-KELLER .............................................................................................. 28
Page 1 of 163
,CHAPTER 5: CREATING LONG-TERM LOYALTY RELATIONSHIPS ......................................................29
1) BUILDING CUSTOMER VALUE, SATISFACTION AND LOYALTY ..........................................................29
Traditional versus modern organizations ..................................................................................29
How Do Customers Make Choices? ...........................................................................................29
Value Proposition.................................................................................................................... 30
MONITORING SATISFACTION AND MEASUREMENT TECHNIQUES : ................................................................ 31
MAXIMIZING CUSTOMER LIFETIME VALUE ............................................................................................. 31
Customer Profitability Analysis ................................................................................................ 32
Marketers play several roles in helping their company define and deliver high quality goods and
services to target customers. ................................................................................................... 32
CULTIVATING CUSTOMER RELATIONSHIPS ............................................................................................ 33
Example: Hotel -> address customers by name .......................................................................... 33
Example: H&M ........................................................................................................................ 33
CUSTOMER DATABASE & DATABASE MARKETING .................................................................................... 34
Customer Databases ............................................................................................................... 34
Data Warehouses and Data Mining ........................................................................................... 34
The Downside of Database Marketing and CRM......................................................................... 35
SUMMARY CHAPTER 5 KOTLER KELLER ................................................................................................38
CHAPTER 6: ANALYZING CONSUMER MARKETS .............................................................................39
WHAT INFLUENCES CONSUMER BEHAVIOR ...........................................................................................39
Cultural factors .......................................................................................................................39
Social factors ..........................................................................................................................39
Personal factors ......................................................................................................................39
WHAT MAJOR PSYCHOLOGICAL PROCESSES INFLUENCES CONSUMER RESPONSES TO THE MARKETING PROGRAM ? ..40
Perception ..............................................................................................................................40
Learning .................................................................................................................................40
Emotions ................................................................................................................................41
Memories ...............................................................................................................................41
HOW DO CONSUMERS MAKE PURCHASING DECISION? .............................................................................. 45
Low versus high involvement consumer decision making ........................................................... 45
SUMMARY CHAPTER 6 KOTLER KELLER............................................................................................... 46
CHAPTER 7: ANALYZING BUSINESS MARKETS ................................................................................ 47
B2B VERSUS B2C ........................................................................................................................... 47
Procurement........................................................................................................................... 47
STAGES IN THE BUYING PROCESS ........................................................................................................ 47
SUMMARY CHAPTER 7 KOTLER KELLER ................................................................................................ 52
CHAPTER 8: IDENTIFYING MARKET SEGMENTS AND TARGETS........................................................ 53
MARKET SEGMENTATION ................................................................................................................. 53
Segmenting ............................................................................................................................ 53
Bases for Segmenting Consumer Markets ................................................................................. 53
Bases for Segmenting Business Markets ................................................................................... 55
MARKET TARGETING .......................................................................................................................56
Meso ...................................................................................................................................... 57
BARGAINING POWER OF SUPPLIERS ..................................................................................................... 57
THREAT OF SUBSTITUTE PRODUCTS .....................................................................................................58
BARGAINING POWER OF BUYERS.........................................................................................................58
THREAT OF NEW ENTRANTS...............................................................................................................58
RIVALRY AMONG EXISTING COMPETITORS .............................................................................................58
EVALUATING AND SELECTING THE MARKET SEGMENTS .............................................................................58
SUMMARY CHAPTER 8 KOTLER KELLER................................................................................................59
CHAPTER 9: CREATING BRAND EQUITY ......................................................................................... 60
THE ROLE OF BRANDS .................................................................................................................... 60
BRANDING ................................................................................................................................... 60
Page 2 of 163
, Example: the story of M&M’s .................................................................................................. 60
BRAND EQUITY ..............................................................................................................................61
Brand Equity Models ...............................................................................................................61
BUILDING BRAND EQUITY.................................................................................................................65
DESIGNING HOLISTIC MARKETING ACTIVITIES ........................................................................................65
COLOR PSYCHOLOGY ..................................................................................................................... 66
MANAGING BRAND EQUITY ..............................................................................................................67
DEVISING A BRANDING STRATEGY (BRAND ARCHITECTURE) ......................................................................67
SUMMARY CHAPTER 9 KOTLER KELLER............................................................................................... 69
CHAPTER 10: CRAFTING THE BRAND POSITIONING ......................................................................... 70
DEVELOPING AND ESTABLISHING A BRAND POSITIONING ......................................................................... 70
POSITIONING ................................................................................................................................. 70
DETERMINING A COMPETITIVE FRAME OF REFERENCE ............................................................................... 70
POSITIONING A BRAND BY CHOOSING POPS AND PODS: PERCEPTUAL MAPS ............................................... 71
BRAND MANTRAS........................................................................................................................... 71
DIFFERENTIATION STRATEGIES .......................................................................................................... 72
ALTERNATIVE APPROACHES TO POSITIONING ........................................................................................ 73
SUMMARY CHAPTER 10 KOTLER KELLER .............................................................................................. 74
CHAPTER 11: COMPETITIVE DYNAMICS........................................................................................... 75
COMPETITIVE STRATEGIES FOR MARKET LEADERS ................................................................................... 75
OTHER COMPETITIVE STRATEGIES ......................................................................................................76
Market challenger strategies ....................................................................................................76
Market follower strategies .......................................................................................................78
Market-nicher strategies..........................................................................................................79
PRODUCT LIFE-CYCLE MARKETING STRATEGIES .................................................................................... 80
Marketing Strategies: Introduction Phase and Pioneer Advantage ..............................................81
Marketing strategies: growth stage ..........................................................................................81
Marketing strategies: maturity stage ....................................................................................... 82
Marketing strategies: decline stage ......................................................................................... 82
MARKETING IN AN ECONOMIC DOWNTURN .......................................................................................... 82
SUMMARY CHAPTER 11 KOTLER KELLER ..............................................................................................85
CHAPTER 12: SETTING PRODUCT STRATEGY ................................................................................. 86
DEFINITION OF A PRODUCT............................................................................................................... 86
CUSTOMER VALUE HIERARCHY .......................................................................................................... 86
PRODUCT AND SERVICES DIFFERENTIATION ...........................................................................................87
PRODUCT AND BRAND RELATIONSHIPS ................................................................................................87
Product systems and mixes......................................................................................................87
Product line analysis............................................................................................................... 88
Product mix pricing ( you dont want the same price for all your brands) ...................................... 89
Co-branding and ingredient branding .......................................................................................91
PACKAGING...................................................................................................................................91
LABELING .....................................................................................................................................92
WARRANTIES AND GUARANTEES ........................................................................................................92
SUMMARY CHAPTER 12 KOTLER KELLER ..............................................................................................93
CHAPTER 13: DESIGNING AND MANAGING SERVICES ..................................................................... 94
CHARACTERISTICS OF SERVICES ......................................................................................................... 94
THE NEW SERVICE REALITY ............................................................................................................. 94
ACHIEVING EXCELLENCE IN SERVICE MARKETING .....................................................................................95
Expanded Marketing Mix for Services ...................................................................................... 96
Example: Apple...................................................................................................................... 96
SUMMARY CHAPTER 13 KOTLER KELLER ..............................................................................................97
CHAPTER 14: DEVELOPING PRICING STRATEGIES & PROGRAMS .................................................... 98
Page 3 of 163
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur imanvandeperre. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €6,99. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
53340 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans