Tentamen (uitwerkingen)

Marketing summary Exam 100% Correct

0 keer verkocht

Vak
Summary

Instelling
Summary

[Meer zien]

Voorbeeld 3 van de 30 pagina's

Bekijk voorbeeld

Geupload op 10 oktober 2024
Aantal pagina's 30
Geschreven in 2024/2025
Type Tentamen (uitwerkingen)
Bevat Vragen en antwoorden

marketing summary exam 100 correct

Instelling Summary
Vak Summary

Volgen

papersmaster01

Lid sinds 1 jaar 171 documenten verkocht

€14,71

In winkelwagen

Op verlanglijstje

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

Marketing summary Exam 100%
Correct

Definition of Marketing - ANSWERMarketing 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.

(Approved 2017)

What is customer value? - ANSWERCostumer Value =

Relative benefits/ Relative costs

What is transactional marketing (TM)? - ANSWERTransactional marketing is a business strategy that
focuses on single, "point of sale" transactions. The emphasis is on maximising the efficiency and
volume of individual sales rather than developing a relationship with the buyer.

The transactional approach is based on the four traditional elements of marketing, sometimes
referred to as the four P's:

Product -- Creating a product that meets consumer needs.

Pricing -- Establishing a product price that will be profitable while still attractive to consumers.

Placement -- Establishing an efficient distribution chain for the product.

Promotion -- Creating a visible profile for the product that makes it appealing to customers.

What is relationship marketing (RM)? - ANSWERRelationship marketing is the ongoing process of
identifying and creating new value with individual customers and then sharing the benefits from this
over a lifetime of association. It involves the understanding, focusing and management of ongoing
collaboration between suppliers and selected customers for mutual value creation and sharing
through interdependence and organisational alignment.

The marketing management process with the SOSMAC approach - ANSWER1. Where are we now?

SWOT, Key Competences, Competitive Advantages, Market share

2. Where do we want to be in the future?

Market shares, Customer acquisition and Retention targets, Customer satisfaction targets

3. How do we get there long-term?

STP (Segmentation, Targeting and Positioning)-

,Value proposition

Use of strategy tools (Ansoff, BCG, GE/McKinsey)

4. How do we get there mid-term?

Marketing Mix (4Ps, 7Ps), Social Media Marketing, E-commerce

5. How do we get there short-term?

Who does what and when? Locate responsibilities

6. How do we monitor performance?

KPIs, evaluate performance against KPIs

The four levels of strategy are: - ANSWER1. corporate strategy

This level answers the fundamental question of what you want to achieve.

2. business-level strategy

This level focuses on how you're going to compete.

3. functional strategy, e.g. marketing strategy

This strategy level focuses on how you're going to grow.

4. operational strategy

This one focuses on overcoming the flaws of production processes, resource

optimization, people, quality and inventory control processes etc

What is covered in the mission statement? - ANSWERWhat the organisation is and what it does. The
mission statement may change if the company outlives the industry it started in, but it should still tie
back to the core values.

1. what the company does for its customers?

2. what the company does for its employees?

3. what the company does for its owners?

4. what the company does for its community?

5. what does the company for the world?

, What is covered in the vision? - ANSWERA vision statement is what the enterprise want to become. A
vision statement should build enthusiasm. It should provoke inspiration. It should stimulate people to
care.

(Where do we wish to go?)

What are objectives? - ANSWERSpecific, quantifiable, realistic targets that measure the
accomplishment of a goal over a specified period of time.

e.g. "Increase revenues by x% in 2004. Limit increases in overhead costs to y%. Achieve a z%
reduction in management staff through increased automation."

different organisational forms of relationship marketing - ANSWERdyadic relationship:

A dyadic buyer-seller relationship that tends to ignore the role of other elements in the distribution
channel and the role of

other stakeholders.

Chain of relationships:

The relationship is still dyadic but goes beyond the buyer-seller relationship to include all marketing
activities directed towards establishing, developing and maintaining successful relational exchanges
in the total vertical value chain. This results in several dyadic relationships along the vertical chain.

Networks:

A more complex structure of relationships or networks involving three or more actors.

transactional vs relationship marketing - ANSWER

Strategic marketing planning process

(4 questions needs to be answered) - ANSWER1. What are we doing? -> Mission statement

2. Where are we today? -> Situational analysis

3. Where do we want to go? -> Strategic objectives

4. How do we get there? -> Strategy

Marketing Process - four key tasks - ANSWER1. Analysis

Strengths and Weaknesses

2. Planning

strategic planning -> Strategy

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

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 papersmaster01. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €14,71. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

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

Afgelopen 30 dagen zijn er 69052 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis

Tentamen (uitwerkingen)

Marketing summary Exam 100% Correct

Document informatie

Onderwerpen

Geschreven voor

Verkoper

Ontvangen beoordelingen

Voorbeeld van de inhoud