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Samenvatting marketing chapter 1 - 13 | UA HIB
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Samenvatting marketing chapter 1 - 13 | UA HIB Eva Heeremans
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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, …
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