Resume
Samenvatting marketing chapter 1 - 13 | UA HIB
- Cours
- Marketing
- Établissement
- Universiteit Antwerpen (UA)
Samenvatting marketing chapter 1 - 13 | UA HIB Eva Heeremans
[Montrer plus]
Vendeur
S'abonner
Aperçu du contenu
Examen marketing samenvatting 2024 - 2025Chapter 1
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others.
In business context: To build and maintain profitable customer relationships with stakeholders
What does marketing apply to?
- Pysical products
o Create awareness
o Generare interest
o Encouraging customers to buy
§ Smartphone company would:
• Research
• Develop
• Promote
• Distribute
• Maintain relationship
- Service
o Marketing for services focuses on promoting intangible offerings that deliver
value through experiences, expertise, or solutions.
o Unlike physical products, services can't be seen or touched, so the marketing
strategy emphasizes trust, customer satisfaction, and relationship-building.
- Retail
o In retail, marketing focuses on attracting customers to purchase physical
products through both in-store and online experiences, emphasizing the
product’s value, convenience, and customer satisfaction.
- Experiences
o Marketing experiences involves promoting events, activities, or services that
create memorable and meaningful interactions for customers. The goal is to
deliver an emotional connection and lasting impression, beyond just selling a
product or service.
- Events
o Marketing for events involves promoting gatherings, conferences, concerts, or
any special occasion that brings people together. The key is to generate
excitement, attract attendees, and create buzz before, during, and after the
event.
- Places
o Marketing places involves promoting a specific location—such as a city,
country, or tourist destination—to attract visitors, businesses, or residents. The
focus is on showcasing the unique appeal of the place, whether it's cultural
experiences, natural beauty, or economic opportunities.
Marketing applies everywhere buyers have a choice. In any context where consumers can
select from multiple options—whether it's products, services, experiences, places, or
charitable organizations—marketing plays a crucial role. It helps inform, persuade, and
engage potential buyers, ultimately influencing their decisions and guiding their choices.
, Examen marketing samenvatting 2024 - 2025
What is the difference between customers and consumers?
Customer:
- A customer is anyone who buys something
- terms like buyer, purchaser, patron, client, or shopper
- can buy from various sources
Consumer:
- uses or consumes a product or service
Consumers’ buying roles
- Initiator: initiates idea
- Influencer: influences
- Decider: ultimate buying decision
- Buyer: actual purchase
- Payer: pays
- User: consumes
- Gatekeeper: controls access
Market Orientation
= a strategic focus on identifying consumer needs and desires in order to define new products
to be developed
Components of market orientation
Customer Orientation:
- Definition: This component focuses on understanding and fulfilling the needs and
preferences of customers.
Competitor Orientation:
- Definition: This involves understanding the competitive landscape and how
competitors' actions affect the organization and its customers.
Interfunctional Coordination:
- Definition: This component emphasizes collaboration and communication across
different departments within the organization.
Customer centricity focuses on prioritizing specific customer needs and preferences in a
business.
Marketing’s Intellectual Roots
It tries to define where marketing as a field originated from and explores the interdisciplinary
influences that have contributed to its evolution.
Industrial economics influences
- Supply and demand (price, quantity)
- Theories of income distribution, scale of operation, monopoly, competition, …
Psychological influences
- Consumer behaviour, motivation research, information processing
- Persuasion, consumer personality, customer satisfaction, …
Sociological influences
- How groups of people behave: Demographics, class, motivation, customs, culture
- How communication passes through opinion leaders, …
Anthropological influences
- Qualitative approaches in researching consumer behaviour
Computer science influences
- Digitization, recommendation systems, apps, …
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 brandweermansam. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €6,06. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
51662 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 15 ans