100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Samenvatting Strategische Marketing €4,32   In winkelwagen

Samenvatting

Samenvatting Strategische Marketing

 58 keer bekeken  3 keer verkocht

Samenvatting gemaakt aan de hand van de Powerpoints die in de les voorbij kwamen, uitgebreid met aantekeningen. Het boek 'A framework for marketing management' is ook in de samenvatting verwerkt. De samenvatting is Engels, met Nederlandse aantekeningen.

Voorbeeld 4 van de 75  pagina's

  • Ja
  • 3 december 2021
  • 75
  • 2021/2022
  • Samenvatting
book image

Titel boek:

Auteur(s):

  • Uitgave:
  • ISBN:
  • Druk:
Alle documenten voor dit vak (5)
avatar-seller
SamenvattingTIO
Strategische Marketing Samenvatting

Inhoudsopgave

WEEK 1: INTRODUCTION, SCOPE & STRATEGY..................................................................................1

WEEK 2: CONNECTING WITH CUSTOMERS.......................................................................................10

WEEK 3: SEGMENTATION, TARGETING & POSITIONING..................................................................16

WEEK 4: BRANDING.........................................................................................................................20

WEEK 5: PRODUCTS & SERVICES......................................................................................................25

WEEK 6: PRICING.............................................................................................................................32

WEEK 7: VALUE DELIVERY................................................................................................................37

WEEK 8: MARKETING COMMUNICATION STRATEGY.......................................................................45

WEEK 9: MANAGING COMMUNICATIONS.......................................................................................51

WEEK 10: SUMMARY MKS...............................................................................................................56




Week 1: Introduction, scope & strategy

,Chapter 1: Scope of marketing for new realities

What is marketing?
The scope of marketing is (definition): Marketing is an organizational function and a 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.
The value of marketing is:
1. Financial success often depends on marketing ability.
2. Successful marketing builds demand for products and services, which, in turn, creates
jobs.

What can be marketed?
Basically everything can be marketed, like:
 Products
 Services
 Events
 Experiences
 Persons
 Cities, places, regions
 Properties
 Organization

What is the market?
First the market needs to be
defined, before a marketing
strategy can be developed, the
competition can be analyzed etc.




Developments effecting marketing
The following social developments are effecting current marketing activities:
1. Network information technology
2. Globalization
3. Deregulation
4. Privatization
5. Mega brands
6. Retail trade versus web shops
7. Online companies displace the brokering
8. Big 5: Google, Apple, Microsoft, Amazon and Facebook
9. Consumer seeks supplier and negotiates
10. Co-creation
New customers

,The (international) market has changed and therefore the way marketing is executed.
Customers have changed their behavior, due to:
 Less real differences in products.
 Less brand loyalty.
 Information about everything and easy to get.
 Buyers come together on social networks.
 Consumers influence public opinion via YouTube, Facebook, etc.

New options offered by the internet
The development of the internet as an international platform to promote and sell products
have offered companies the following options:
 Platform for information sharing and sales channel.
 Fast communication via WhatsApp, Twitter, YouTube and other social media
channels.
 Influence of blogs and comparison sites.
 Target marketing and two-way communication.
 Online technology offers lower costs and greater service.
 Smart algorithms predict buying behavior.

Core marketing concepts
Not everyone likes the same cereal, restaurant, university, or movie. Marketers therefore
identify distinct segments of buyers, They then decide which segment(s) present the
greatest opportunities. For each of these target markets, the firm develops a market offering
that it positions in target buyers’ minds as delivering some key benefit(s).
1. Segmenting
2. Target markets
3. Positioning
“If you try to be everything for everybody, you end up being nothing to nobody…”

Marketing channels
To reach a target market, the marketer uses three kinds of marketing channels:
1. Communication channels deliver and receive messages from target buyers and
include newspapers, the internet, etc.
2. Distribution channels help display, sell, or deliver the physical product or service(s) to
the buyer or user.
3. To carry out transactions with potential buyers, the marketer also uses service
channel that include warehouses, transportation companies, banks, and insurance
companies.
Communication
Distribution
Service

The new marketing realities
The new marketing realities concern:
1. Technology: Massive amounts of information and data about almost everything are
now available to consumers and marketers. The old credo “information is power” is

, giving way to the new idea that “sharing information is power.” Even traditional
marketing activities are profoundly affected by technology.
2. Globalization: The world has become a smaller place. Globalization has made
countries increasingly multicultural.
3. Social responsibility: The private sector is taking some responsibility for improving
living conditions, and firms all over the world have elevated the role of corporate
social responsibility. Because marketing’s effects extend to society as a whole,
marketers must consider the ethical, environmental, legal, and social context of their
activities.

What is holistic marketing?

Holistic marketing




Holistic marketing acknowledges that everything matters in marketing – and that a broad,
integrated perspective is often necessary. Figure 1.2 can be found on page 35 of the book.
Holistische marketing = alles omvattende marketing.

Relationship marketing
Relationship marketing aims to build mutually satisfying long-term relationships with key
constituents in order to earn and retain their business.
Customers
Employees
Marketing partners
Financial community

Integrated marketing
Devise marketing activities and programs that create communicate, and deliver value such
that “the whole is greater than the sum of its parts.”
Two key themes of integrated marketing are that
1) Many different marketing activities can create, communicate, and deliver value.

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, creditcard of Stuvia-tegoed 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 SamenvattingTIO. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €4,32. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

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

Afgelopen 30 dagen zijn er 67474 samenvattingen verkocht

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

Start met verkopen
€4,32  3x  verkocht
  • (0)
  Kopen