Contents
Introduction.................................................................................................................................................5
Why are we here?....................................................................................................................................5
Goals of the course..................................................................................................................................5
How to obtain bonus assignment............................................................................................................5
Introduction to Marketing...........................................................................................................................5
Definitions...............................................................................................................................................5
Customers definition...........................................................................................................................5
Marketing definition............................................................................................................................5
Market definition.................................................................................................................................5
Explain.....................................................................................................................................................6
The five marketing concepts....................................................................................................................6
Holistic marketing....................................................................................................................................7
Key concepts............................................................................................................................................7
Marketing mix tasks.................................................................................................................................8
Management lecture 1................................................................................................................................9
What is an organization?.........................................................................................................................9
PESTEL-Analysis.....................................................................................................................................10
5 Porter analysis....................................................................................................................................11
Lecture 1 Market oriented strategic planning...........................................................................................11
Marketing and customer value..............................................................................................................11
Planning activities..................................................................................................................................12
Corporate planning................................................................................................................................12
Define the corporate mission............................................................................................................12
Build corporate culture......................................................................................................................12
Establish SBUs....................................................................................................................................12
Assess growth opportunities..............................................................................................................12
Assign resources to each SBU............................................................................................................13
Business unit strategic planning............................................................................................................13
Developing market offerings..............................................................................................................13
The target market consists of five factors:.........................................................................................13
, A successful offering must create superior value, therefore there are three types of value:............13
The seven company’s tactics (marketing mix)...................................................................................14
Core competencies............................................................................................................................14
G-STIC approach................................................................................................................................14
The marketing plan................................................................................................................................15
Criteria for evaluating a Marketing plan............................................................................................15
Lecture 2 Marketing – Capturing marketing insights 06/11/2023.............................................................15
Goals......................................................................................................................................................15
Trends within the market environment.................................................................................................16
Demographical...................................................................................................................................16
Economic...........................................................................................................................................16
Socio-cultural.....................................................................................................................................17
Natural...............................................................................................................................................17
Technological.....................................................................................................................................17
Political-legal......................................................................................................................................17
Marketing information system..............................................................................................................17
How to set up a marketing information system.................................................................................17
Sources of information......................................................................................................................18
Marketing research................................................................................................................................18
Marketing productivity..........................................................................................................................19
Market demand for a product is the total volume that would be bought, ● in a defined geographical
area ● in a defined period of time ● in a defined marketing environment ● under a defined marketing
program. Market demand functions show how market demand depends on the industry marketing
expenditure (i.e. marketing program) and/ or marketing environment................................................20
Management lecture 2 Organisational decision-making and managing change 07/11/2023....................21
Decision making process........................................................................................................................21
Innovation & Individual and group creativity 9/11/2023...........................................................................24
Potential strategic advantages...............................................................................................................25
Types of innovations..............................................................................................................................26
Lecture Marketing 3 – connecting with consumers...................................................................................26
Customer relationships..........................................................................................................................26
Why satisfy customers?.....................................................................................................................26
How to satisfy customers?.................................................................................................................26
Consumer markets.................................................................................................................................30
, Business markets...................................................................................................................................31
Management and Marketing Management Lecture 4...............................................................................31
Entrepreneurship...................................................................................................................................31
Intrapreneurship....................................................................................................................................33
Funding..................................................................................................................................................33
Loans from friends and family...........................................................................................................34
Lease and hire purchase....................................................................................................................34
Bank Overdraft...................................................................................................................................34
Bank Loans.........................................................................................................................................34
Venture capital/business angles........................................................................................................35
Lecture 4 Marketing Building strong brands..............................................................................................35
Market segments...................................................................................................................................35
Bases for segmenting B2C markets....................................................................................................35
bases for segmenting B2B markets....................................................................................................36
Effective segmentation criteria..........................................................................................................36
Bases for segmenting B2C markets....................................................................................................36
Brand positioning...................................................................................................................................36
Role of brands....................................................................................................................................37
Competitive frame of reference........................................................................................................38
Points-of-Difference...........................................................................................................................38
Points-of-Parity..................................................................................................................................38
Brand mantras...................................................................................................................................38
Brand elements..................................................................................................................................38
Brand equity..........................................................................................................................................39
Classification of brands......................................................................................................................39
Shaping market offerings Lecture 5 Marketing 20/11/2023......................................................................39
Competition...........................................................................................................................................39
Product life cycle...................................................................................................................................41
Introduction stage.............................................................................................................................41
Growth stage.....................................................................................................................................41
Maturity stage...................................................................................................................................41
Decline stage......................................................................................................................................41
Product strategy....................................................................................................................................42
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