100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Marketing summary Principles of Marketing 18th edition €9,46   In winkelwagen

Samenvatting

Marketing summary Principles of Marketing 18th edition

 17 keer bekeken  0 keer verkocht

Summary of Principles of Marketing.

Voorbeeld 4 van de 119  pagina's

  • Nee
  • 1,3,4,5,7,8,10,12,14,20
  • 4 augustus 2024
  • 119
  • 2023/2024
  • Samenvatting
book image

Titel boek:

Auteur(s):

  • Uitgave:
  • ISBN:
  • Druk:
Alle documenten voor dit vak (6)
avatar-seller
teunissenangelina
Inhoudsopgave

CHAPTER 1......................................................................................... 5

CHAPTER 3....................................................................................... 14

CHAPTER 5 CONSUMER MARKETS AND BUYER BEHAVIOR.....................20

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR.......................................21
CULTURAL FACTORS................................................................................................... 21
SOCIAL FACTORS...................................................................................................... 22
PERSONAL FACTORS.................................................................................................. 23
PSYCHOLOGICAL FACTORS........................................................................................... 24
BUYING DECISION BEHAVIOR AND THE BUYER DECISION PROCESS.......................26
TYPES OF BUYING DECISION BEHAVIOR.........................................................................26
THE BUYER DECISION PROCESS................................................................................... 27
THE CUSTOMER JOURNEY............................................................................................ 29
THE BUYER DECISION PROCESS FOR NEW PRODUCTS......................................30
STAGES IN THE ADOPTION PROCESS............................................................................. 30
INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE OF ADOPTION....................................31

CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER
INSIGHTS.......................................................................................... 35

MARKETING INFORMATION AND CUSTOMER INSIGHTS.......................................35
MARKETING INFORMATION AND TODAY’S “BIG DATA”.......................................................35
MANAGING MARKETING INFORMATION........................................................................... 35
ASSESSING INFORMATION NEEDS AND DEVELOPING DATA.................................36
ASSESSING MARKETING INFORMATION NEEDS.................................................................36
DEVELOPING MARKETING INFORMATION.........................................................................37
MARKETING RESEARCH...........................................................................37
TRADITIONAL MARKETING RESEARCH IN TRANSITION........................................................38
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES.......................................................38
DEVELOPING THE RESEARCH PLAN................................................................................ 39
GATHERING SECONDARY DATA..................................................................................... 39
PRIMARY DATA COLLECTION........................................................................................ 39
IMPLEMENTING THE RESEARCH PLAN............................................................................. 41
INTERPRETING AND REPORTING THE FINDINGS................................................................41
ANALYZING AND USING MARKETING INFORMATION..........................................41
BIG DATA, MARKETING ANALYTICS, AND ARTIFICIAL INTELLIGENCE......................................41
DISTRIBUTING AND USING MARKETING INFORMATION.......................................................42
OTHER MARKETING INFORMATION CONSIDERATIONS........................................42
PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH.....................................................42
REVIEWING AND EXTENDING THE CONCEPTS..................................................42


1

,7 CUSTOMER VALUE–DRIVEN MARKETING STRATEGY:........................... 46

CREATING VALUE FOR TARGET CUSTOMERS......................................... 46

MARKETING STRATEGY............................................................................46
MARKET SEGMENTATION..........................................................................47
SEGMENTING CONSUMER MARKETS.............................................................................. 47
SEGMENTING BUSINESS MARKETS................................................................................ 48
SEGMENTING INTERNATIONAL MARKETS.........................................................................48
REQUIREMENTS FOR EFFECTIVE SEGMENTATION...............................................................49
MARKET TARGETING...............................................................................49
EVALUATING MARKET SEGMENTS.................................................................................. 50
SELECTING TARGET MARKET SEGMENTS........................................................................50
DIFFERENTIATION AND POSITIONING...........................................................52
POSITIONING MAPS.................................................................................................... 52
CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY..............................................52
COMMUNICATING AND DELIVERING THE CHOSEN POSITION................................................54
OBJECTIVES REVIEW...............................................................................55

8 PRODUCTS, SERVICES, AND BRANDS - BUILDING CUSTOMER VALUE...58

WHAT IS A PRODUCT?............................................................................58
PRODUCTS, SERVICES, AND EXPERIENCES......................................................................58
LEVELS OF PRODUCT AND SERVICES............................................................................. 58
PRODUCT AND SERVICE CLASSIFICATIONS......................................................................60
PRODUCT AND SERVICE DECISIONS.............................................................61
INDIVIDUAL PRODUCT AND SERVICE DECISIONS...............................................................61
PRODUCT LINE DECISIONS.......................................................................................... 63
PRODUCT MIX DECISIONS........................................................................................... 65
SERVICES MARKETING.............................................................................65
THE NATURE AND CHARACTERISTICS OF A SERVICE..........................................................65
MARKETING STRATEGIES FOR SERVICE FIRMS..................................................................66
THE SERVICE PROFIT CHAIN........................................................................................ 66
BRANDING STRATEGY: BUILDING STRONG BRANDS..........................................68
BRAND EQUITY AND BRAND VALUE............................................................................... 68
BUILDING STRONG BRANDS........................................................................................ 69
MANAGING BRANDS................................................................................................... 71

10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE......74

WHAT IS PRICE?...................................................................................74
MAJOR PRICING STRATEGIES.....................................................................75
CUSTOMER VALUE–BASED PRICING............................................................................... 75
COST-BASED PRICING................................................................................................ 76
COMPETITION-BASED PRICING..................................................................................... 79
OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS....80

2

,OVERALL MARKETING STRATEGY, OBJECTIVES, AND MIX...................................................80
THE MARKET AND DEMAND........................................................................................ 80
THE ECONOMY......................................................................................................... 83
OTHER EXTERNAL FACTORS........................................................................................ 83

12 MARKETING CHANNELS DELIVERING CUSTOMER VALUE...................87

SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK......................................87
THE NATURE AND IMPORTANCE OF MARKETING CHANNELS................................................88
HOW CHANNEL MEMBERS ADD VALUE..........................................................................88
CHANNEL BEHAVIOR AND ORGANIZATION......................................................91
CHANNEL BEHAVIOR................................................................................................... 91
VERTICAL MARKETING SYSTEMS.................................................................................... 91
HORIZONTAL MARKETING SYSTEMS............................................................................... 93
MULTICHANNEL DISTRIBUTION SYSTEMS.........................................................................93
CHANGING CHANNEL ORGANIZATION............................................................................ 93
CHANNEL DESIGN DECISIONS....................................................................93
ANALYZING CONSUMER NEEDS.................................................................................... 93
SETTING CHANNEL OBJECTIVES.................................................................................... 94
IDENTIFYING MAJOR ALTERNATIVES............................................................................... 94
TYPES OF INTERMEDIARIES.......................................................................................... 94
EVALUATING THE MAJOR ALTERNATIVES..........................................................................94
DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS......................................................95
CHANNEL MANAGEMENT DECISIONS............................................................95
PUBLIC POLICY AND DISTRIBUTION DECISIONS................................................................95
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT................................95

14 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE
INTEGRATED MARKETING COMMUNICATIONS STRATEGY....................... 98

THE PROMOTION MIX.............................................................................99
INTEGRATED MARKETING COMMUNICATIONS................................................100
THE NEW MARKETING COMMUNICATIONS MODEL..........................................................100
THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS............................................101
DEVELOPING EFFECTIVE MARKETING COMMUNICATION...................................102
A VIEW OF THE COMMUNICATION PROCESS..................................................................102
STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION.......................................104
SETTING THE TOTAL PROMOTION BUDGET AND MIX.......................................105
SETTING THE TOTAL PROMOTION BUDGET....................................................................105
SHAPING THE OVERALL PROMOTION MIX.....................................................................106

20 SUSTAINABLE MARKETING SOCIAL RESPONSIBILITY AND ETHICS. . .110

MARKETING’S IMPACT ON SOCIETY AS A WHOLE............................................................113
MARKETING’S IMPACT ON OTHER BUSINESSES..............................................................113
CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING..........................113

3

, CONSUMERISM........................................................................................................ 114
ENVIRONMENTALISM................................................................................................. 114
BUSINESS ACTIONS TOWARD SUSTAINABLE MARKETING..................................115
MARKETING ETHICS AND THE SUSTAINABLE COMPANY....................................117




4

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 teunissenangelina. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €9,46. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

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

Afgelopen 30 dagen zijn er 70055 samenvattingen verkocht

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

Start met verkopen
€9,46
  • (0)
  Kopen