Samenvatting
Summary UvA Marketing lecture notes
- Instelling
- Universiteit Van Amsterdam (UvA)
UvA marketing course lecture notes, part of the Marketing minor
[Meer zien]Voorbeeld 4 van de 31 pagina's
Voorbeeld 4 van de 31 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
Marketing lecture notesWeek 1 - Lecture 1
Scope of Marketing for New Realities - Chapter 1
- Marketing definitions:
- Marketing is the performance of business activities that direct the flow of goods and
services from producers to consumers
- Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to create exchanges that
satisfy individuals and organizational objectives
- 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 (American Marketing Association)
- A brief history of marketing
- Era 1: Pre-academic Marketing thought (prior to 1900)
- Even ancient Greek Socratic philosophers, Plato and Aristotle, discussed
macro-marketing issues
- How is marketing integrated in society?
- Middle Ages: medieval schoolmen (St. Thomas of Aquinas) wrote about
micro-marketing concerns
- How to practice marketing ethically and without sin?
- Marketing as an academic discipline emerged as a branch of applied
economics
- Era 2: Traditional approaches to marketing thoughts (1900-1955)
- Focus on macro marketing
- First marketing courses taught in American uni in 1902
- Background: factories with mass production, the emergence of national
brands and chain stores, rural mail and package delivery, growing newspaper
and magazine advertising, completion of the transcontinental railroad
- How to improve mass distribution to facilitate mass consumption? =
marketing system perspective (macro)
- Focus on marketing functions:
- Distribution and exchange activities by specialized marketing
institutions/middlemen
- Purpose? - to move agricultural and manufacturing commodities
from supply sources to demand places, were socially useful and
economically valuable
- Era 3: Paradigm shift (1955-1975)
- Focus on marketing management (micro marketing) as the new mainstream
, - Largely based on work by Wroe Alderson
- Perspective of marketing managers = seller (micro-marketing)
- How should organizations marketing their products and services?
- Marketing mix -> direct impact on firm sales
- Background: after WWII, the shift in capacity from military production to
consumer goods spurred economic growth in the US
- Creation of surpluses
- Necessity for demand generation
- Based on work by Alderson
- Era 4: Paradigm broadening (1975-2020)
- Based on work by Kotler and co-authors (1975-200)
- 4 major institutionalized fields of study:
- marketing management
- consumer behavior
- quantitative/modeling
- macro-marketing
- Era 5: (2020-??)
- Macromarketing as a field of significant promise?
- Macromarketing school of thought:
- Concepts of ‘macro-marketing emerged in the 1970s
- Address the big picture:
- A societal perspective
- A high level of aggregation
- The consequences of marketing on the society
- The consequences of society on marketing
- Creating customer value? Understanding latent customer needs and wants
- Sometimes better than customers themselves: teaching them of their wants and
needs
- Marketing management philosophies/orientations:
- Are these philosophies mutually exclusive?
- Production concept: production and distribution efficiency
- Product concept: continuous product improvement
- Selling concept: transactions, not relations
- Marketing concept: customer focus, understanding needs and wants
- Holistic marketing concept: everything matters in marketing
- Requires a broad, integrated perspective, including
- Internal marketing: marketing department, seminar management,
other departments
, - Performance marketing: sales revenue, brand and customer equity,
ethics, environment, legal, community, people, planet, profit
- Responsible marketing
- Integrated marketing: communications, products and services,
channels
- Relationship marketing: customers, channels, partners
- Misconception 1: value is always created and captured by business:
- Value initiated by business dated back to traditional marketing, while there is
always value initiated by consumers
- Misconception 2: marketing always ends with the sale of products and services
- While there is also the circular economy alongside with the linear economy
- Systems thinking:
- Linear economy:
- Flows like a river
- Ownership and liability for risks and waste pass to the buyer at the
point of sale
- Efficient in overcoming scarcity BUT wasting resources (in saturated
markets)
- Circular economy:
- Flows like a lake
- New jobs through reprocessing of materials and goods, energy
savings
- Performance economy:
- Selling goods (or molecules) as services (renting, leasing, sharing)
- “Product as a service”
- Ownership remains with the manufacturer
- 17 SDGs (Sustainable development goals) and 17 Good life Goals
- Are ‘marketing’ and ‘sustainability’ compatible?
Marketing Strategies and Plans - Chapter 2
- Marketing strategy examples:
- VRINE, resources, competencies, corporate and business strategic planning, SWOT,
PESTEL, Porter’s generic strategies, mission statements etc.
- Input for the marketing plan
- At which level does strategic marketing planning take place?
- Corporate-level strategy
- In what business do we want to be active?
, - How can we, as a corporate parent, add value to our particular lines of
business?
- How will entering new lines of business help us to compete in our current
ones?
- Business-level strategy:
- How can we achieve our objectives within this particular line of business?
- Both today and in the future?
- A company might have different brands within the same
departments selling the same product type but focusing on different
customer groups
- Strategic planning
- Business Unit Strategic Planning:
- For each SBU
- Business mission
- SWOT analysis
- Macros and micro environment
- PESTEL, 5 forces
- Resources and capabilities
- VRINE and value chain
- Goal formulation: WHAT to achieve?
- Strategy formulation: HOW to achieve that?
- Program formulation
- Implementation
- Feedback and control
- Marketing Plan: for individual products, lines, brands, channels, segments
- Core questions to be answered
- What have we learned about the marketplace?
- How will we reach our marketing objectives?
- Contents:
- Executive summary and table of contents
- Situation analysis:
- current target markets (needs, trends, growth), product review,
competitors, SWOT
- (Pestel, 5 Forces, VRINE,...), etc.
- Marketing strategy:
- mission, marketing and financial objectives, target markets,
positioning
- Marketing tactics
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 tholinh. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 53340 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen