Samenvatting
Summary Marketing endterm all 8 weeks
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- Marketing
- Instelling
- Universiteit Van Amsterdam (UvA)
This is a summary of all the content of the course marketing.
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Marketing samenvatting voor herkansingWeek 1: Demarcation of State Authority and Immunities of International
Organizations
Chapter 1
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing management is the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating customer value.
Aim of marketing -> to understand the customer’s needs do well that the product or service fits him
or her and sells itself, which makes selling superfluous.
Ten main types of entities: Goods, Services, Events, Experiences, Persons, Places, Properties,
Organizations, Information, Ideas.
Marketers -> seeking -> Prospects
Marketers do not create needs!!!
- In a Market, Buyers and Sellers transact over a particular product or class.
Value proposition is a set of benefits that satisfy these needs.
Customer value traid is the combination of quality, service, and price.
The Marketing environment consist of:
1. The Task environment, includes the actors engaged in producing, distributing, and
promoting the offering
2. The Broad environment, consist of six components: demographic, economic, social-cultural,
natural, technological, and political-legal environment. Marketers must pay close attention to
the trends and developments in these and adjust their marketing strategies as needed.
The gap between customers and the firms is way smaller due to the internet and communication
possibilities nowadays.
,Reintermediation: traditional companies are becoming ‘brick-and-click’ retailers, adding online
services to their offerings.
Disintermediation: Early dotcoms such as Amazon.com and others successfully created
disintermediation in the delivery of products and services by intervening in the traditional flow of
goods. In response, traditional companies engaged in reintermediation and became ‘Brick-and-click’
retailers, adding online services to their offerings.
- Production concept: Customer wants products that are widely available.
- Product concept: Customers favor products offering the best quality, performance, or
innovative features.
- Selling concept: Customers, if left alone, won’t buy enough of the organization’s products.
- Marketing concept: To find the right product for your customer.
- Holistic marketing concept: based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breath and
interdependencies.
4 concepts which characterize the holistic marketing concept:
1. Relationship marketing -> Create a network.
2. Integrated marketing -> Create programs.
3. Internal marketing -> Use staff.
4. Performance marketing -> Use reflection.
Chapter 2
The value delivery process:
1. Choosing the value – The process of marketers segmenting the market, selecting the
appropriate target and develop the offering’s value positioning. Who do we want to value?
2. Providing the value – Marketing must identify specific product features, prices, and
distribution. How are we going to value?
3. Communicating the value – Utilizing the internet, advertising, sales tools, or any other
communication tools to announce and promote the product. How are we going to promote?
Value chain:
The market sensing process -> Inspelen op informatie uit de markt.
The new-offering realization process -> Steeds verbeteren van de kwaliteit van producten.
The customer acquisition process -> Altijd zoeken naar nieuwe klanten.
, The customer relationship management process -> Bouwen aan een relatie met de klant.
The fulfilment management proces -> Alle bedrijfsprocessen goed afhandelen.
Companies today outsource less-critical resources if they can obtain better quality or low cost. A core
competency has three characteristics:
1. Zorgen dat je de grootste bent.
2. Opereer in veel markten.
3. No substitutes.
A marketing plan is the central instrument for directing and coordinating the marketing effort, it
consists of two levels:
1. Strategic marketing plan lays out the target markets and the firm’s value proposition based
on an analysis of the best market opportunities. Aim –> to shape products.
2. Tactical marketing plan specifies the marketing tactics, including product features,
promotion, merchandising, pricing, sales channels, and service.
4 planning strategies to assess growth opportunities.
1. Defining the corporate mission
Mission statement: Provides a shared sense of purpose, direction, and opportunity. A company must
define its business definition by identifying what their business is about in a mission statement.
2. Establishing strategic business units
Strategic business units: The goal is to develop separate strategies and assign appropriate funding.
3. Assigning resources to each SBU
4. Assessing growth opportunities
Assessing growth opportunities includes planning new businesses, downsizing, and terminating older
businesses. Three opportunities:
- Intensive growth: Identify growth opportunities within the current business -> Market-
penetration strategy, Market-development strategy, Product-development strategy,
Diversification strategy.
- Integrative growth: Identifies opportunities to build business related to current business. A
firm can increase sales and profits through backward, forward, or horizontal integration.
- Diversification growth: Identify opportunities and add attractive unrelated business.
A Corporate culture: the shared experiences, stories, beliefs, and norms that exactly characterize an
organization. The culture is difficult to change and is often the key to successfully implementing a
new strategy.
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