Inhoud
Topic 1 – Development in marketing thinking.................................................................................................................2
T1KC1 Setting the scene - What is marketing?............................................................................................................3
Reading questions topic 1...........................................................................................................................................4
T1KC2 Market Orientation & Network paradigm........................................................................................................5
T1KC3 Customer Experience Management...............................................................................................................10
Topic 2 Consumer Insights & Values..............................................................................................................................14
T2KC1 Introduction to consumer behavior and insights............................................................................................14
T2KC2 Consumer insights: How?...............................................................................................................................16
Knowledge clip 2.3 Motivations & insights................................................................................................................17
Lecture 2.2 Introduction to consumer behavior and insights....................................................................................18
T2KC4 Means-End Chains: What?..............................................................................................................................20
T2KC5 MECs: How?....................................................................................................................................................21
T2KC6 Means-End Chains in marketing practice.......................................................................................................23
Reading questions + quiz questions topic 2..............................................................................................................26
Topic 3 Value proposition, equity and innovation.........................................................................................................27
Lecture 3.2 Overview value equity & innovation.......................................................................................................27
Lecture topic 3. Overview value equity & innovation................................................................................................29
T3KC1: value proposition, equity and innovation......................................................................................................31
T3KC2 Drivers of customer equity.............................................................................................................................33
TC3KC2 Role of resources..........................................................................................................................................34
T3KC3. Value and value equity..................................................................................................................................35
T3KC5 Value innovation.............................................................................................................................................38
T3KC6 Blue Ocean Innovation...................................................................................................................................39
Topic 4 – Consumer behaviour......................................................................................................................................42
T4KC1. Behavioral theories........................................................................................................................................42
T4KC2. Classical Conditioning....................................................................................................................................43
T4KC3. Operant Conditioning: Methods of reinforcement........................................................................................46
T4KC4. Operant Conditioning Schedules...................................................................................................................47
T4KC5. Vicarious Learning (Observational Learning).................................................................................................49
Topic 5 – Brand and relationship equity........................................................................................................................52
T5KC1. Brand Equity – Brand Basics..........................................................................................................................52
T5C2. Brand Extension...............................................................................................................................................55
T5KC3. Brand Architecture........................................................................................................................................58
T5KC4. Relationship Equity........................................................................................................................................62
T5KC5. Customer Equity............................................................................................................................................66
Course recap lecture.....................................................................................................................................................68
Topic 2 Consumer insights & value............................................................................................................................69
, Topic 5 – Brand and relationship equity....................................................................................................................69
Topic overzicht..............................................................................................................................................................70
Topic 1 – Development in marketing thinking
Slater & Naver (1990) - The Effect of a Market Orientation on Business Profitability
Havaianas; owning a pair in stead of €2 HEMA slippers.
,Why Tony Chocolonely? What makes them so successful? What drives this success of this brand? -> slave free chocolate? Is this the only
reason? There are other fair-trade brands now.
Consumer behaviour part ; what are you looking for in flip-flops? What makes them more valuable? What drives you to wear them in
summer?
Technical perspective; how are we going to position the product?
Course outline sessions
Article reading tips
Conceptual papers: different views on existing data/knowledge
Empirical papers: gathering new data/knowledge, quantitative/qualitative research for testing new theories in contexts and
conditions
Course introduction
How the context changes / our marketing actions (we hebben nu middelen die we vroeger niet hadden?)
How is marketing thinking changed and how we approach the market?
What works now? Why does it work now?
T1KC1 Setting the scene - What is marketing?
Marketing = communication, advertising, packaging, strategy, business, branding, value, branding, persuasion, identity, satisfying, analytics,
metrics, the P’s.
Quality is not necessary the core driver in business (segway, palm pilot, ,google glass are failed products).
What are the success drivers? What makes a company successful? customer value!
Game Consol Market; Wii Xbox PS3 erg succesvol terwijl het niet de beste grafische dingen had.
What is marketing?
- Look at marketing as a business philosophy -> a way to approach the market
- Look at functions & processes/activities to deliver ‘customer value’
o Strategic
o Tactical
- From what thinking are we doing these activities?
History of marketing as a business philosophy
- Marketing kwam op toen we praatten over massa
- Bringing products to the market (farmers niet alleen produceren voor zichzelf, maar begonnen te overproduceren om naar markt te
brengen en te verkopen aan anderen)
- All about distribution/logistics -> getting products from A to B
o Time was essentieel voor producten zoals food
- Industrial Revolution was toen marketing opkwam. Auto’s waren beschikbaar voor ‘de gelukkige’
Toen ging context veranderen…
- More competitor, more logistics… The selling concepts started to occur.
Hier ging het over het beter zijn dan anderen. Dit werd gedreven door de context -> omdat zoveel anderen bedrijven ook konden
produceren dus het kunnen produceren was niet genoeg, je moest nu gaan zeggen hoe goed je was
Veranderingen…
- Success was becoming less by using bovenstaande strategie…
- In order to be succesful, we moeten niet alleen de dingen pushen om veel te produceren maar luister naar de consumenten en
datgene moeten we produceren omdat we dan beter zullen zijn dan de competitor
<< This was a change in how to do business
Not only about production, but about understand what customers want and we know then that there is a market for! It changes because the
context changed!
The marketing system changed: a shift in thinking!
, Marketing definitions AMA
1985: Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods, ideas and services to create
exchanges that satisfy individual and organizational goals.
>>> TO :
2012: Marketing is the activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have
value for customers, clients, partners, and society as large.
From transaction & product driven [metric succes measure; market share] to relation & value driven [metric; share of wallet – how much
will my consumer spend on my brand ipv aan een ander brand, how much loyalty will they show to me?]
= focus op smaller group of people but we wanna sell more.
Two main marketing decisions to realise a strategy:
1. Segmentation
Understanding consumers
2. Value differentiation
Creating customer value!
Try to find better solution for the bepaalde groep mensen
Wat willen consumers? Wat drives consumers? What is value to them?
How can we create the value with the strategies? with the marketing mix (set of
tactics that companies use to promote its brand or product (pricing, product, promotion, place)
> What we see is that context again is changing….
> What does that mean for marketing thinking?
- Society in account nemen (like Tony Chocolonely)
Organisation
- Organizations zijn geen factory, maar brands!
- Outsourcing
Distributors
- Digitalization
Consumers
- Change in how to reach consumers
- How to understand them
- How to research them
In Sum
Marketing different levels
Business philosophy
Set of activities
Marketing is contextual
Both thinking and doing
Market Orientation as culture
- Market Orientation crucial for sustainable superior value. MO is the organisation culture that most effectively and efficiently creates
the necessary behaviors for the creation of superior value for buyers and, thus, longterm superior performance of the business
(narver&slater 1990)
- Market Orientation consists of the following elements:
• Customer Orientation
• Competitor Orientation
• Interfunctional Coordination
• (longterm, profit focus)
Reading questions topic 1
A. What is the core of MO and how is it related to marketing and the marketing concept?
Market orientation is the organization culture that most effectively and efficiently creates the necessary behaviors for the creation of superior
value for buyers and, thus, continuous superior performance for the business.
MO:
- Customer orientation → what does the buyer want, how to create superior value?
- Competitor orientation → understand competitors short-term strength/weaknesses and long-term capabilities/strategies
- Interfunctional coordination → dissemination of market information throughout the company
- Long term view & profitability
it is related to the marketing concept in the sense that the core of MO is starting out from what the consumer needs/wants and this is still
practiced in marketing today.
