Samenvatting

Samenvatting Marketingbeleid (boek + notities)

0 keer verkocht

Instelling
Universiteit Antwerpen (UA)

In deze samenvatting van 80p zit alle leerstof voor het examen buiten de 'key terms' vermeld in het boek na elk hoofdstuk. Ook de notities van tijdens de lessen zijn verwerkt. Alle extra uitleg uit het boek is ook verwerkt in het document.

[Meer zien]

Voorbeeld 4 van de 83 pagina's

Bekijk voorbeeld

Heel boek samengevat? Ja
Geupload op 21 december 2022
Aantal pagina's 83
Geschreven in 2022/2023
Type Samenvatting

Volgen

verelstemma Lid sinds 5 jaar 17 documenten verkocht

MARKETINGBELEID
CHAPTER 1
MARKETING AND ORGANIZATION
1 WHAT IS MARKETING
Marketing is the process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return.

Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.

a) Value
a. For customers: needs and wants
b. For organizations: profit
b) Customer: satisfaction for success Central for business
c) Relationship succes
a. Long-term goals vs. short-term goals
b. Acquisition vs. retention
d) Process: stream of exchanges

2 MARKETING IS NOT …
Some businesses do not practice marketing (customer satisfaction ideal)
• They (intentionally) engage in cheating, swindling, deceiving, or cynically
manipulating customers in some way.
• Naturally, this produces dissatisfaction.

(bad examples of) commerce, exchange, selling, or “business”—as well as cheating,
swindling à but it is not marketing
ð Real marketing has nothing to do with “bad business practices”

3 ORIENTATION
Market orientation

1

, marketing
potential market
customer needs products & customers
opportunities
services

Product orientation
production manufacture aggressive
customers
capabilities products sales effort
!!! risk of marketing myopia = focus on products rather than customers

4 MARKET – DRIVEN BUSINESSES

5 EFFICIENCY VS EFFECTIVENESS
• Efficient: input must be higher than output
• Effective: doing the right things

Ineffective Effective
Ineffective Goes out of business quickly Survives
Effective Dies slowly Does wel

2

,6 MARKETPLACE AND CUSTOMER NEEDS (5)
6.1 Needs, wants and demands

Maslow’ pyramid of needs
Need = perceived deprivation

Wants = needs shaped by culture
& personality

Demand = want + €

6.2 Market offerings
• To meet a need or want an offer is shaped
• The offer can be single dimensional or a
combination
• Value proposition is fulfilled through the offer
• Using several products, services and experiences is one way to create
brand meaning

6.3 Value, satisfaction and quality
• Satisfaction: match between perceived performance and expectations
o Customer delight
Creates an emotional affinity for a product or service beyond just a
rational preference and this creates high customer loyalty
o Brand love = extension of customer loyalty
o Maximize opportunities
§ Facilitate passion-driven behavior
§ Engender self-brand integration
§ Create positive emotional connections
• Customer value: assessment of capacity of satisfaction
• Expectation management
o Too low = no sale
o Too high = disappointed customer

3

, 6.4 Exchanges, transactions and relations
Exchange = act of obtaining a desired object from someone offering something
in return
• At least two parties
• Each must hold something of value to offer
• Parties must want to deal with each other
• Free to accept or reject offer
• Each party must be able to communicate and deliver

Exchange creates value
By exchanging valuable things, buyer and seller are better off after the exchange
Relationships

6.5 Markets and marketing system

CHAPTER 2
MARKETING ENVIRONMENT
1 ENVIRONMENTS
Internal environment
= consists of parties that make up a company
Vb: different departments, its employees, its structures, processes, political networks
and physical realities such as buildings, facilities and symbols

Microenvironment
= actors close to company that affect its ability to serve customers, company
suppliers, marketing intermediaries, customer markets, competitors and publics
Vb: als concurrent nieuw distributiecentrum opent, wat zijn de gevolgen op mijn aanbod?

Macroenvironment
= the broad forces that affect not only the company but also the other actors in
the microenvironment
Vb: demographic, cultural, economic, natural forces

4

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, Bancontact of creditcard en je bent klaar. Geen abonnement nodig.

Focus op de essentie

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.