Table of contents
Chapter 1....................................................................................................................................................... 5
Understanding the marketplace and costumer needs.........................................................................................5
Needs, want and demands..............................................................................................................................5
Market offering – products, services and experiences...................................................................................5
Customer value and satisfaction.....................................................................................................................5
Exchanges and relationship.............................................................................................................................6
Markets............................................................................................................................................................6
Designing a customer value-driven marketing strategy......................................................................................6
Selecting customers to serve...........................................................................................................................7
Choosing a value proposition..........................................................................................................................7
Marketing management orientations.............................................................................................................7
Preparing an integrated marketing plan and programme...................................................................................9
Building customer relationships.........................................................................................................................10
Customer relationship management.............................................................................................................10
Partner relationship management................................................................................................................11
Capturing value from customers........................................................................................................................11
Creating customer loyalty and retention......................................................................................................11
Growing share of customer...........................................................................................................................12
Building customer equity...............................................................................................................................12
The changing marketing landscape....................................................................................................................12
Chapter 2..................................................................................................................................................... 13
Company-wide strategic planning: defining marketing’s role...........................................................................13
Defining a market-oriented mission..............................................................................................................14
Setting company objectives and goals...........................................................................................................14
Designing the business portfolio...................................................................................................................15
Planning marketing: partnering to build customer relationships......................................................................17
Partnering with other company departments..............................................................................................17
Partnering with others in the marketing system...........................................................................................17
Marketing strategy and the marketing mix.......................................................................................................19
Customer value-driven marketing strategy...................................................................................................19
Developing an integrated marketing mix......................................................................................................20
Managing the marketing effort..........................................................................................................................21
Marketing analysis.........................................................................................................................................22
Marketing planning........................................................................................................................................22
Marketing implementation............................................................................................................................23
Marketing control..........................................................................................................................................23
Measuring and managing marketing return on investment..............................................................................23
Chapter 5..................................................................................................................................................... 28
Model of consumer behaviour............................................................................................................................28
Characteristics affecting consumer behaviour...................................................................................................29
Cultural factors..............................................................................................................................................29
Social factors..................................................................................................................................................30
Personal factors.............................................................................................................................................30
Psychological factors.....................................................................................................................................30
Types of buying decision behaviour....................................................................................................................31
Complex buying behaviour............................................................................................................................31
dissonance-reducing buying behaviour.........................................................................................................31
Habitual buying behaviour............................................................................................................................31
Variety-seeking behaviour.............................................................................................................................31
The buyer decision process.................................................................................................................................32
The buyer decision process for new products.....................................................................................................32
Stages in the adoption process......................................................................................................................32
Chapter 6..................................................................................................................................................... 33
Business markets................................................................................................................................................33
Market structure and demand......................................................................................................................33
Types of decisions and the decision process.................................................................................................34
Business buyer behaviour...................................................................................................................................34
Major types of buying situations...................................................................................................................34
Participant in the business buying process...................................................................................................34
Major infuences on business buyers.............................................................................................................35
The business buying process.........................................................................................................................36
E-procurement and online purchasing..........................................................................................................37
Institutional and government markets...............................................................................................................37
Institutional markets......................................................................................................................................37
Government markets.....................................................................................................................................37
Chapter 7.................................................................................................................................................... 38
Market segmentation.........................................................................................................................................38
Segmenting consumer markets.....................................................................................................................38
Segmenting business markets.......................................................................................................................39
Segmenting international markets................................................................................................................39
Requirements for effective segmentation.....................................................................................................40
Market targeting................................................................................................................................................40
Evaluating market segments.........................................................................................................................40
Selecting target market segments.................................................................................................................40
Differentiation and positioning...........................................................................................................................42
Positioning maps............................................................................................................................................42
, What is a product?.............................................................................................................................................44
Products, services and experiences...............................................................................................................44
Levels of product and services.......................................................................................................................45
Product and service classifications................................................................................................................45
Product and service decisions.............................................................................................................................47
Individual product and service decisions...................................................................................................... 47
Product line decisions....................................................................................................................................49
Product mix decisions....................................................................................................................................49
Services marketing..............................................................................................................................................50
The nature and characteristics of a service...................................................................................................50
Marketing strategies for service firms...........................................................................................................50
Branding strategy: building strong brands.........................................................................................................51
Brand equity..................................................................................................................................................51
Building strong brands...................................................................................................................................51
Chapter 9..................................................................................................................................................... 53
New product development strategy...................................................................................................................53
Chapter 10................................................................................................................................................... 53
What is a price....................................................................................................................................................53
Major pricing strategies.....................................................................................................................................53
Customer value-based pricing.......................................................................................................................53
Chapter 12................................................................................................................................................... 56
The nature and importance of marketing channels...........................................................................................57
How channel member add value...................................................................................................................57
Number of channel levels..............................................................................................................................57
Channel behaviour and organisation.................................................................................................................57
Vertical marketing systems............................................................................................................................57
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
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
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
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 tychobekker. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €15,49. Je zit daarna nergens aan vast.