Samenvatting
Summary Lecture notes Management and Marketing
- Instelling
- Wageningen University (WUR)
Lecture notes van Management and Marketing. Bruikbaar voor de studie Bedrijfs- en Consumentenwetenschappen - Wageningen University.
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Voorbeeld van de inhoud
Management and Marketing Course guide belangrijk voor verwachtingen voor examens.
Assignment 0.5 punt for each part
Na lecture
Writing part of a marketing plan
1 week to review 2 other students (6/8 need to be evaluated as sufficient, 12/16
feedback)
Small business
1 word document
Exam
30 marketing 30 management
Self test questions: easiest exam questions
General management (CEO)
Marketing as organizational function
Marketing is managed to overlap
Marketing op de grens van organization management en environment.
1.Introduction to Marketing (28 okt.)
Everybody in the firm contributes to the end result. What to offer to customer? All be involved in
marketing. Peter Drucker
Markets are everywhere
Plaatje met verschillende soorten markten (overheid, consumer, manufacturer etc.)
World without markets
Make everything by yourself (no specialization)
Lower welfare
The marketing concept (!)
Strongly held belief by marketeers
Achieving your own goals (!)
Being more effective than competitors
Superior customer value
Target markets (choose the customer that you want)
Customer wins (het gaat om de consument)
Four concepts
1. Production concept works well if: vraag is groter dan aanbod (werkt niet tegenwoordig)
2. Product concept niewe verbeterde producten (better mouse trap)(werkt niet heel goed)
3. Sales concept consumers want my product, but dont know yet (overtuigen)(works once)
, 4. Marketing concept satisfying customers, keeping the customer
Holistic marketing = marketing concept +
Everything the company does matters.
Internal marketing: strong focus on explaining your employees what your company is about.
Hiring employees that adopt the view of the company.
Services marketing (haircutting)
Integrated marketing: focussing on everything the company does should be integrated. High
quality product, retail also high quality, communication in line
Performance marketing
Relationship marketing: really focussing on keeping customers. Long term relationships. Trying
to sell you other products.
Fundemental marketing concepts
Needs: basis human requirements (eten)
Wants: needs directed towards specific objects that might satisfy the need (in een restaurant)
Demands: wants for specific products bakced by an ability to pay (restaurant betaalbaar?)
Marketing environment
Broad/macro environment no influence, respond to it (demographics, technologie, politiek,
sociaal of cultureel: values in society)
Task/micro environment influence (publics, suppliers, competitors, marketing intermediaries)
With commercials etc.
Marketing management tasks
Developing marketing strategies and plans (what kind of products, price, where, ads..)
Capturing marketing insights (needs / wants customers)
Connecting with customers (relationship management or strong brands)
Building strong brands
Shaping the market offerings
Delevering value (products are sold where there is a demand)
Communicating value (advertising sales personel etc.)
2.Introduction to management (29 okt.)
Assesment management (0.5 punt)
, Choose 1 of the cases
Report about the case (introduction)
Address the questions about case
Relate book or class were appropriate
29 November 12oon
Names / numbers cover page
Questions Siemens en CGPP already in the tekst (brightspace)
What is an organization?
= deliberate arrangement of people brought together to accomplish some specific purpose
Managerial employees
Non-managerial employees
Adam Smith Pin factory, Wealth of nations, Specialization
Levels of Management (piramide)
Middle manager: translate from up to downwards en andersom
Principle agency theory: boss – goal. Agents must work towards that goal. Can have other goals. Boss
cant see them. They can get away with it. (definitie opzoeken)
Management= process of getting things done, effictively and effieciently with and through other
people
Effectively (goal attainment)
Effienciently (most output with the least input)
A - Scientific (upto 1950)
Frederick W. Taylor
Tasks, measuring everything
Sometimes to much focused on handarbeid
Method of scientifically finding the one best way to do a job
Quantitative approaches
Total quality management (TQM)
Hawthorne studies
Experiment in a company. Group with treatment and without. Effect or not?
Treatment worked better. Control group also did a lot better. Quantitatieve benadering werd
twijfelachtig. Er moest iets anders zijn.
Why: Turning point classical approach (scientific management) behavioral approach behavioral approach
B - Structure (1950-1970)
Formal structures
Rights of control, information flows correctly
Management – structures Mintzberg
Complex companies 5 elements: technostructure, middle line (middle managers), strategic apex,
operating core, support staff
, Look at the circumstances which is needed most
Environment: lot of change adapt to circumstances
Mintzberg roles
Interpersonal (leader, figurehead, liaison)
Informational (monitor, spokesperson, disseminator)
Decisional (entrepreneur, negotiator, resource allocator, disturbance handler)
Boss input form outside and send input to others.
C - Culture (1980-1990)
Informal
Attitude, prefered way of behaving
Political systems, culture, organisms, brains
Metaphors: ZIE POWERPOINT
Machine: large scale producten, standardizing, sometimes hire people who are okay in a
circumstance like that
Tussen Culture & communication in: Open systems
Transformation proccess
Inputs into outputs
D - Communication (2000+)
Informal and formal structures
Innovation network= where ideas, innovations and improvements to products and services, not
perceived as related to the ongoing business of the organization, are discussed
From different views follows differend leadership style
What should leaders do? Telling people what to do (A), selling, leaders who are participating (C),
delegating (B, D)
Relating to the outside world: CSR
For:
Public image
Better environment
Better image more (richer) customers, larger profit market
Self interested reasons defend government policy from kicking in, reducing plastic, sometimes not
enough for government.
Against:
Profit might suffer not only focussing on profits, sense of purpose is gone, definition organization
High cost / lack skills
Lack interest
View of employees / consumers / stakeholders differs
How rational are people
What motivates people
To what cues / icentives / threats do people respond
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