Samenvatting Advanced Marketing
2. Introduction of the course
2.1 COURSE OBJECTIVES
• Marketing discipline at large
• Marketing principles
• Trends and topics in marketing
• Solving marketing problems
• Sell your marketing ideas to the board
,1. MARKETING
1.1 CONCEPTUALIZATION
Marketing as exchange
→ a two-way (dyadic) process
Cf. non-profit vs. B2C vs. B2B marketing
Marketing = Only for products? --> NO
Marketing = sales?
Marketing
≠ Sales
Tends towards long-term satisfaction of Tends towards short-term satisfaction of customer
customer needs needs; part of the value delivery process as
opposed to designing and development of
customer value processes
Tends to greater input into customer design of Tends to lesser input into customer design of
offering (co-creation) offering (co-creation)
Tends to high focus on stimulation of demand Tends to low focus on stimulation of demand,
more focused on meeting existing demand
Marketing = advertising?
Marketing = only ‘for’ profit?
Marketing is readily used by local governments, churches, museums, charities, universities,
political parties, zoos, and public hospitals
(all of which operate without profit as central goal)
• Beyond profit as central objective
• E.g., generating awareness, acquiring volunteers, informing people, collect funding,
lobby for changes in legislation and policy, …
, • Customer is not necessarily also consumer
Customer
≠ Consumer
Buyer, purchaser, patron, client, shopper Consumer
Buys, purchases, obtains a product/service from a Consumers, uses the product, service
shop, website, business, another customer (e.g. Ebay)
e.g., mother buys toys e.g., child plays with toys
Cf. push vs. pull marketing
1.2 Position in business society
Marketing historians
Keith (1960):
Marketing largely developed in the 20th century (1920s)
Enright (2002):
• Entrepreneurship in 16th century
• Mass consumption in England already in the 17th century
• Market for insurance in 18th century
Fullerton (1988):
• Advertising by soap firms in 19th century
• Self-service supermarket US in 1930s
• Consumer engineering to design products in 1930s
‘Don't you dare cut your marketing budget. That is one of the first mistakes businesses
make during times of economic crisis.‘
, Porter’s Value Chain
Marketing management philosophies
• Production concept (Production)
➢ 1890s – 1915
➢ After industrial revolution
➢ Focus on physical production and distribution
➢ Demand > Supply → little competition
➢ Limited range of products
➢ Consumers favor products that are available and highly affordable
• Product concept (Quality)
➢ 1915 – 1920s
➢ After industrial revolution
➢ Consumers favor products that offer the most quality, performance, and innovative
features
• Sales concept (Sales)
➢ 1930s – 1950s
➢ After WWI
➢ Focus on personal selling
➢ Market research and advertising
➢ Consumers will buy products only if the company promotes/ sells these product
➢ E.g., 1st self-service supermarket in US (1930s) (Fullerton, 1988)
• Marketing concept (Need)
➢ 1950s – 1980s
➢ After WWII
➢ Focus on customer needs
➢ Focuses on needs/ wants of target markets & delivering satisfaction better than
competitors
