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  3. Universiteit Van Amsterdam (UvA)
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  5. Marketing Management (6012S0014T)

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Marketing Management - articles and slides summary

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Table of contents: Marketing management as a business process Key article take-aways On consumer beliefs about quality and taste – Spiller and Belogova (2016) What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Fre...

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  • 26 september 2021
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  • 2020/2021
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Table of contents
Marketing management as a business process ..................................................................................... 3
Key article take-aways ............................................................................................................................ 5
On consumer beliefs about quality and taste – Spiller and Belogova (2016)....................................... 6
Hypotheses .......................................................................................................................................... 6
Studies ................................................................................................................................................. 7
Conclusion and discussion ................................................................................................................... 8
For the exam........................................................................................................................................ 9
What makes it green? The role of centrality of green attributes in evaluations of the greenness of
products – Gershoff and Frels (2015) ................................................................................................... 11
Hypothesis ......................................................................................................................................... 11
Studies ............................................................................................................................................... 11
Conclusion ......................................................................................................................................... 13
For the exam...................................................................................................................................... 13
Are multi-channel customers really more valuable? The moderating role of product category
characteristics – Kushwaha and Shankar (2013) ................................................................................. 14
Conceptual framework and Hypotheses ........................................................................................... 14
Results ............................................................................................................................................... 15
Conclusion ......................................................................................................................................... 16
For the exam...................................................................................................................................... 16
The impact of different touchpoints on brand consideration – Baxendale, MacDonald and Wilson
(2015) .................................................................................................................................................... 18
Studies and conceptual framework................................................................................................... 18
Results ............................................................................................................................................... 19
For the exam...................................................................................................................................... 19
Drivers of consumer-brand identification – Stokburger-Sauer and Ratneshwar (2012) ................... 21
Hypotheses ........................................................................................................................................ 21
Studies ............................................................................................................................................... 22
Results and conclusions..................................................................................................................... 23
For the exam...................................................................................................................................... 24
Communication channels and word of mouth: how the medium shapes the message – Berger &
Iyengar (2013) ....................................................................................................................................... 25
Hypotheses ........................................................................................................................................ 25
Studies and results ............................................................................................................................ 25
Conclusion ......................................................................................................................................... 26
For the exam...................................................................................................................................... 27

,To be or not to be price conscious – Müller, Vogt and Kröll (2012) ................................................... 28
Studies and hypotheses..................................................................................................................... 28
Conclusion ......................................................................................................................................... 29
For the exam...................................................................................................................................... 29
Willingness to pay for organic products: differences between virtue and vice foods – van Doorn and
Verhoef (2011) ...................................................................................................................................... 30
Studies and Hypotheses .................................................................................................................... 31
Conclusion ......................................................................................................................................... 33
For the exam...................................................................................................................................... 33
The handmade effect: what’s love got to do with it? – Fuchs et al., (2015) ...................................... 34
Studies and hypotheses..................................................................................................................... 34
Conclusion ......................................................................................................................................... 36
For the exam...................................................................................................................................... 36
The Ultimate Marketing Machine – de Swaan Arons et al., (2014) .................................................... 37
For the exam...................................................................................................................................... 39

,Marketing management as a business process
When looking at the practice of marketing as a business process, Kotler and Keller defined it as
follows:




1. Business mission

The business mission provides a shared sense of purpose, direction and opportunity to managers,
employees and in many cases, customers. It reflects a vision, an almost impossible dream that
provides a direction for the company/business unit for the next 10-20 years.

2. Market analysis

External analysis concerns itself with macro environmental factors such as political, economic, socio-
cultural, technology, legal and environmental. It also concerns itself with meso environmental
factors (or the micro-environment) such as competitors, customers, distributors and suppliers.

Additionally, the market analysis involves an internal analysis which identifies strengths and
weaknesses of a company. Thereafter, opportunities and threats from the external analysis and the
strengths and weaknesses from the internal analysis are synthesized in a SWOT analysis.

3. Strategy formulation

First, go through a segmentation process of the market based on demographics, psychographics,
geographic and behavioral aspects. When the market segments are identified, define how you will
target the them: undifferentiated, differentiated, niche, customization. After, position yourself in the
market by considering the following:

- The brand essence
- What goals does it help the consumers to achieve?
- How does it do so in a unique way?
- What is the perception of my product in de mind of the consumers?

4. Tactical program formulation

First, define the value proposition of your product to the customer (benefits-costs). Benefits:
functional, symbolic/emotional, life-changing, social. Costs: economic, psychological. After, consider
the co-creation aspect within your product.

- Greater labor leads to greater love.

, - The effort we put into something does not change the object. It changes us and the way we
evaluate the object.
- Our over-evaluation of the things we make runs so deep we assume that others share that
bias too.

Additionally, consider the 4 p’s of your product:

- Product: functionality, design, variety, branding etc.
- Promotion: advertising/PR, direct marketing, social media, promotions etc.
- Place: channel strategy, distributor choice etc.
- Price: cost-based, competitor based, customer based etc.

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