100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Samenvatting marketing: the fundamentals (boek + slides) €14,26   In winkelwagen

Samenvatting

Samenvatting marketing: the fundamentals (boek + slides)

1 beoordeling
 21 keer bekeken  1 keer verkocht

Dit document bevat een samenvatting van marketing, the fundamentals. Het bevat informatie van zowel de slides als het boek.

Voorbeeld 4 van de 94  pagina's

  • 15 mei 2024
  • 94
  • 2023/2024
  • Samenvatting
Alle documenten voor dit vak (2)

1  beoordeling

review-writer-avatar

Door: Dory123 • 6 maanden geleden

avatar-seller
Worstje2021
Samenvatting Marketing
Contents
Samenvatting Marketing ......................................................................................................................... 1
Introduction ......................................................................................................................................... 3
1. What is marketing? ................................................................................................................ 3
2. Marketing to co-create value ................................................................................................. 3
3. Marketing as value co-creation process................................................................................. 5
4. Application to IKEA ................................................................................................................. 6
5. Key take-aways ....................................................................................................................... 6
Marketing analysis ............................................................................................................................... 7
1. Problem of marketing myopia................................................................................................ 7
2. From needs/wants to jobs-to-be-done .................................................................................. 7
3. Marketing analysis at multiple levels ..................................................................................... 9
4. SWOT .................................................................................................................................... 13
5. Toward marketing intelligence ............................................................................................. 16
6. Key take-aways ..................................................................................................................... 17
Marketing strategy ............................................................................................................................ 18
1. Hierarchy of strategies ......................................................................................................... 18
2. Business strategy.................................................................................................................. 18
3. Marketing strategy ............................................................................................................... 20
4. Managing customer dynamics ............................................................................................. 25
5. Managing sustainable competitive advantage (SCA) ........................................................... 26
6. Managing resource trade-offs .............................................................................................. 27
7. Key take-aways ..................................................................................................................... 28
Marketing strategy ............................................................................................................................ 30
1. Experience management ..................................................................................................... 30
2. Engagement management ................................................................................................... 34
3. Green and social marketing ................................................................................................. 37
4. Green & social marketing advices ........................................................................................ 39
5. Key take-aways ..................................................................................................................... 41
Marketing implementation................................................................................................................ 41
0. Introduction ......................................................................................................................... 41
1. Product ................................................................................................................................. 42
2. Place ..................................................................................................................................... 49
3. Promotion ............................................................................................................................ 52

, 4. Price ..................................................................................................................................... 57
5. P x P x P x P ........................................................................................................................... 65
6. Key take-aways ..................................................................................................................... 66
7. Physical evidence (extended marketing mix) ....................................................................... 67
8. People (extended marketing mix) ........................................................................................ 68
9. Process (extended marketing mix) ....................................................................................... 72
10. Transformative Ps (extended marketing mix) .................................................................. 74
Marketing evaluation......................................................................................................................... 75
1. What is marketing evaluation and why is it relevant? ......................................................... 75
2. How to start with the marketing evaluation? ...................................................................... 76
3. Metrics at the marketing mix level ...................................................................................... 76
4. Value at the heart of marketing ........................................................................................... 77
5. Big data ................................................................................................................................ 84
6. Marketing ethics .................................................................................................................. 85
7. Illustrative example .............................................................................................................. 86
8. Key take-aways ..................................................................................................................... 87
Marketing evaluation – Data analytics .............................................................................................. 87
1. introduction ......................................................................................................................... 87
2. Data-driven marketing & big data ........................................................................................ 89
3. Methodologies........................................................................................................................... 92
4. Key take-aways ..................................................................................................................... 94

,Introduction
1. What is marketing?
1.1 Evolution of the marketing definition
• Marketing is the performance of business activities that direct the flow of goods and services from
producers to consumers (30’s)
• Marketing is the process of planning and executing the conception, pricing, promotion and distribution of
goods, ideas and services to create exchanges that satisfy individual and organizational goals (80’s)
• Marketing is an organizational function and set of processes for creating, communicating and delivering
value to customers and for managing customer relationships in ways that benefit the organization and its
stakeholders (2004) => not only value for customers
• 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 (2007) => multiple
stakeholders

1.2 The essence of marketing
Marketing as a process to co-create value => value for customers and other stakeholders

Marketing to co-create value with organization, customers, employees, shareholders, communities,
environment, whole wide world

1.3 Shifts in marketing
Traditional marketing: Role of marketing in organization shifts from tactics/strategy to process/culture

Digital marketing: Focus on leveraging technology to create and co-create value in innovative ways

Service marketing: Shift in nature of offerings from goods and service to staging unique customer experiences

Transformative marketing: Shift from market orientation to sustainable market orientation

2. Marketing to co-create value
2.1 Value as core concept
Value for customers and other stakeholders, BUT different views on what value entails

2.2 Trade-off view on value
Zeithaml

Perceived value = evaluative judgment that results from trade-offs between the perceived benefits (quality) and
costs (price) of a product or service

̶ “value is low price”
̶ “value is the quality I get for the price I pay”
̶ “value is what I get for what I give”
̶ “value is whatever I want in a product”
2.3 Experiential view on value
Holbrook

Value = core element of the consumption experience which varies along three dimensions

Intrinsic aspect = inherent in what you believe/ naturally satisfying
Extrinsic aspect = it serves a purpose
Social aspect = self-oriented or other-oriented

, Leroi-Werelds
Value is about benefits and costs, but they vary in different dimensions




2.4 Evolutions in value thinking
Zeithaml 2.0

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

√  	Verzekerd van kwaliteit door reviews

√ Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

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.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper Worstje2021. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €14,26. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 70055 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€14,26  1x  verkocht
  • (1)
  Kopen