Samenvatting
Samenvatting Marketing
- Vak
- Instelling
Samenvatting van de slides/lessen Marketing, gegeven door Nathalie Dens (2022/2023)
[Meer zien]Voorbeeld 8 van de 108 pagina's
Voorbeeld 8 van de 108 pagina's
In winkelwagen
In winkelwagen
gesponsord bericht van onze partner
5 beoordelingen
Door: valentijnbroos • 3 maanden geleden
Door: kilianvankatwijk • 10 maanden geleden
Door: juliedens01 • 10 maanden geleden
Door: auroraverhoeven • 1 jaar geleden
Door: rachideljattari • 1 jaar geleden
Verkoper
Volgen
Charlotte99
Ontvangen beoordelingen
Voorbeeld van de inhoud
CHAPTER 1: MARKETING PRINCIPLES AND PRACTICE OBJECTIVES1.1 WHAT IS MARKETING?
Marketing = a social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others
In business context: To build and maintain profitable customer relationships with stakeholders (=
everyone who has an interest in/ is affected by the organisation)
Exchange = the act of obtaining a desired object from someone by offering something in return
● at least 2 parties
● each must hold something of value to offer
● parties must want to deal with each other
→ creates value, gives people more consumption choices or possibilities
Customer value: the consumer’s assessment of the product’s overall capacity to satisfy his or her needs →
value is what the customer says it is; perceived value!
you can have a great technology, but if the client doesn’t need a very complicated technology, then
it doesn’t creates value
● We don’t only buy things for the practical value
Benefits? Costs/ drawbacks? Perceived Value?
Tesla: you need to drive very much to recover the costs, but on the other hand it gives you
status and produce less pollution; benefits: don’t have to buy gas, tax reduction;
Costs/drawbacks: low drive range before you have to recharge the battery; perceived
value: beautiful, status…
WHAT DOES MARKETING APPLY TO?
- physical products
- services
bank
- retail
albert heijn/ delhaize
- experiences
pairi daiza / zoo / museum
- events
festival/ Olympics
- film, music, and theater
which movie are you going to watch
- places
where do you wanna go on holiday
- ideas
don’t drink and drive, I’d rather show my buns than wear fur
- charities and non - profits
ice bucket challenge, de warmste week
- people
For who are you voting
→ marketing applies anywhere ‘buyers’ have a choice
1
,1.2 WHAT IS THE DIFFERENCE BETWEEN CUSTOMERS AND CONSUMERS?
A customer is a buyer, a purchaser, a patron, a client, or a shopper—someone buying from a shop, a
website, a business, and, in the sharing economy, another customer (e.g. Airbnb or Uber).
The difference between customer and consumer is that a customer purchases or obtains an offering but a
consumer uses it (or eats it, in the case of food).
1.3 MARKET ORIENTATION
= The organization-wide generation of market intelligence pertaining to current and future customer needs,
dissemination of the intelligence across the departments, and organization-wide responsiveness to it’
= organisation - wide belief in delivering customer value
- understanding consumer needs even better than consumers themselves do
- creating products that meet existing and latent (not so obvious yet) needs, now or in the future
Developing a market orientation means developing:
■ customer orientation—concerned with creating superior value by continuously developing and
redeveloping offerings to meet customer needs, meaning that we should measure customer satisfaction on
a continuous basis and train front-line service staff;
→ Really understanding the customer needs
■ competitor orientation—requiring an organization to develop an understanding of its competitors’ short-
term strengths and weaknesses, and its own long-term capabilities and strategies (Slater and Narver, 1994);
→ Being very aware of what the competition is doing because you need to be able to provide value that is
superior to what competitors are already doing
■ interfunctional coordination—requiring all an organization’s functions to work together for long-term
profit growth
→ Need to make sure that everybody in the company is on board
→ FOCUS ON LONG TERM PROFIT
2
,CUSTOMER CENTRICITY:
- not trying to please all customers
- fulfilling needs in a profitable way
→ you can also make more money of a smaller group of people who will pay more
Amazon key: key can let in cleaners of mail mans, convenient for some people but not everyone wants to
pay for such service
1.4 MARKETING’S INTELLECTUAL ROOTS
→ interdisciplinary field
- industrial economics influences
supply and demand, competition
- psychological influences
consumer behaviour, persuasion
- sociological influences
demographics, culture
- anthropological influences
qualitative approaches in researching consumer behaviour (interviews, observations)
- computer science influences
digitization, apps
1.5 DIFFERENCES BETWEEN SALES AND MARKETING
Marketing Sales
- tends towards long - term satisfaction of - tends towards short - term satisfaction of
customer needs customer needs: part of the value delivery
- tends to greater input into customer design process as opposed to designing and
of offering (co - creation) development of customer value processes
- tends to high focus on stimulation of - tends to lesser input into customer design
demand of offering
- tends to low focus on stimulation of
demand: more focused on meeting existing
demand
3
,1.6 WHAT DO MARKETERS DO?
- CORE:
Insights → we need to understand what is going on with society/consumers so you can create value
Championing: it’s marketing’s job to defend customer needs towards other parts of the
organisation
Strategy: Marketing mix is how we put our programme into action, who we are serving, catering to
& how are we going to make a difference?
- TECHNICAL: competencies to create the value
- BEHAVIOUR: competencies that marketers need
→ The core competencies of the marketer are to generate customer insights, champion the customer and
hence customer focus and develop marketing strategy
MARKETING WITHIN ORGANISATIONS
- Marketing should develop further in enhancing a firm’s relationships
with its customers and in terms of the power wielded inside companies.
- In 2015, 21% of Financial Times Stock Exchange 100 CEOs came from
a sales-and-marketing background (Hobbs, 2015).
- Marketers do not control all the marketing mix elements.
- Marketing is present in all aspects of an organization, since
all departments play a role in creating, delivering, and satisfying customers
4
,1.7 MARKETING AS EXCHANGE
- traditional view: exchange from products with monetary payment
- marketing is not only for industrial organisations, but also for any kind of organisation that has
value to offer (e.g., University)
- customers have more to offer than monetary payment
- not only customers but also stakeholders are important (anyone who has an impact)
university: teachers, parents, government, neighbours, …
→ co - creation: work together with stakeholder for the value
students for university: talk about the university (promotion), feedback, loyalty
→ VALUE: What can customers and other stakeholders bring of value, other than purchases?
1.8 THE MARKETING MIX AND THE 4P’s
MARKETING MIX
= The tools that we as a marketeer have in hand to try and influence consumer behaviour
4P FRAMEWORK
- Product
- Price
- Place
- Promotion
→ What’s missing in this 4P framework is that marketing doesn’t start from your product, but
from your customer
→ Here you are looking at the tools from a companies perspective
4C FRAMEWORK
- Customer (What is the need that the customer is trying to fill?)
- Cost (What is the cost for the customer to obtain the product: shipping cost…)
- Communication (promotion) (How do you communicate interactive (two way interaction)
- Convenience (place) (How convenient is it for my customer to get access to the product)
→ Tries to translate the 4P framework to a customer perspective
5
,*Marketing myopia: putting on your eye flaps, having short-sightedness, being too focused on the product
itself and lose sight of what the underlying need of the customer is
1.9 THE EXTENDED MARKETING MIX
EXTENSION FROM 4 TO 7 P’s FOR SERVICES
- Physical evidence: To emphasize that the tangible components of services were strategically
important
- Process: To emphasize the importance of the service delivery. When processes are standardized, it
is easier to manage customer expectations.
- People: To emphasize the importance of customer service personnel, sometimes experts and often
professionals interacting with the customer. How they interact with customers, and how satisfied
customers are as a result of their experiences, is of strategic importance
THE “NEW” P: PERSONALISATION
“Making everyone feel unique” → E.g., personalized Netflix ‘for you list’, your name on the cup of
Starbucks …
1.10 RELATIONSHIP MARKETING, SERVICE-DOMINANT LOGIC, AND CO-CREATION
RELATIONSHIP MARKETING
= Shift from the customer acquisition through a transactional manner towards retaining customers long-
term by better management of customer relationships
Relationships with stakeholders (e.g., suppliers, employees, press, general public)
→ TRY TO INCREASE CUSTOMER LOYALTY:
LOYAL CUSTOMERS
- Will increase their purchases over time;
- Are cheaper to promote to;
- Who are happy with their relationship with a company refer it to others;
- Are prepared to pay a (small) price premium
→ Companies employing a relationship marketing approach stressed customer retention over customer acquisition. Customer
retention is an important activity in marketing because research has demonstrated that when a company retains loyal customers it
is more profitable compared with competitors who do not, because loyal customers
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
= The process of acquiring detailed information of individual customers and carefully building and
managing customer relationships by delivering superior value.
Touch points:
● moment of purchase
● contacts with sales teams
● after sales service
● website visits
● payments
● surveys
● …
Narrow: Customer data management (detailed info about individual customer)
Broader: all aspects of acquiring, keeping, and growing customers
6
,MARKETING AUTOMATION
= When you automate all your marketing tasks and workflows
= A category of technology that allows companies to streamline, automate, and measure marketing tasks
and workflows, so they can increase operational efficiency and grow revenue faster
MARKETING AUTOMATION VS. CRM
→ Marketing automation is really the part of the marketeer; the role of the marketeer sort of stops when
the person becomes a client (makes their first purchase), and then they go to sales and come into the CRM
system.
SELECTIVE RELATIONSHIP MANAGEMENT
- Customer lifetime value = prediction of all the value a business will derive from their entire
relationship with a customer
- Maximizing profit over customer’s lifetime
- Losing customer = losing lifetime’s worth of purchases and referrals
7
, SERVICE-DOMINANT LOGIC
= Marketing paradigm that sees service as the fundamental basis of exchange
→ Why buy a book in ‘books & wine’ instead of on amazon? → The difference lies in the service
Amazon: delivered at home, more variety
Books and wine: cosy experience, wine, …
CO-CREATION
- Because offerings are inherently service-based, customers become co-creators of the service
experience: the value-in-use of the offering is specified by the customer, often after the sale has
taken place.
- Organizations can use co-creation to differentiate their offerings. The co-creation experience is
about the joint creation of value, in which customers take part in an active dialogue and co-
construct personalized experiences.
(for example: letting customers choose the new flavour of lays (bicky burger taste))
1.11 MARKETING’s IMPACT ON SOCIETY
MACROMARKETING
• The study of the effect that marketing processes, activities, and institutions have on economy and
society of a nation
• Marketing plays an important role in developing and transforming society:
- Marketing of non-profits
- Innovations
Marketing is frequently criticized for being unethical in nature, manipulative, and creating wants of
needs where none previously existed
8
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 Charlotte99. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €8,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 62890 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen