Samenvatting
Summary Marketing & Sales
- Instelling
- Hogeschool Rotterdam (HR)
This is a summary on Marketing & Sales from the book Introduction to International Bussines
[Meer zien]Voorbeeld 3 van de 16 pagina's
Voorbeeld 3 van de 16 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
VolgenVoorbeeld van de inhoud
MarketingContents
Chapter 1 creating customer value and engagement............................................................................3
What is marketing?................................................................................................................................3
Marketing defined............................................................................................................................3
The marketing process......................................................................................................................3
Understanding the marketplace and customer’s needs........................................................................3
Customer needs, wants, and demands.............................................................................................3
Market offerings—products, services, and experiences...................................................................4
Customer value and satisfaction.......................................................................................................4
Exchanges and relationships.............................................................................................................4
Markets.............................................................................................................................................4
Designing a customer value-driven marketing strategy and plan..........................................................4
Customer value-driven marketing strategy.......................................................................................4
Preparing an integrated marketing plan and program......................................................................5
Managing customer relationships and capturing customer value.........................................................5
Capturing value from customers.......................................................................................................7
The changing marketing landscape........................................................................................................7
The digital age: online, mobile, and social media marketing............................................................7
The changing economic environment...............................................................................................7
The growth of not-for-profit marketing.............................................................................................7
Rapid globalization............................................................................................................................7
sustainable marketing-the call for more environmental and social responsibility............................7
Chapter 4 retailing and wholesaling......................................................................................................8
Chapter 5: Engaging consumers and communicating customer value.................................................12
The promotion mix..............................................................................................................................12
Integrated marketing communications...............................................................................................12
The new marketing communication model....................................................................................12
The need for integrated marketing communications.....................................................................13
Developing effective marketing communication.................................................................................13
A view of the communication process............................................................................................13
Steps in developing effective marketing communication...............................................................13
Designing a message.......................................................................................................................13
Choosing communication channels and media...............................................................................14
, Selecting the message source.........................................................................................................14
Collecting feedback.........................................................................................................................14
Setting the total promotion budget and mix.......................................................................................14
Setting the total promotion budget................................................................................................14
Shaping the overall promotion mix......................................................................................................14
The nature of each promotional tool..............................................................................................14
Advertising..................................................................................................................................14
Personal selling...........................................................................................................................14
Sales promotion..........................................................................................................................14
Public relations...........................................................................................................................14
Direct and digital marketing........................................................................................................14
Promotion mix strategies................................................................................................................15
Integrating the promotion mix............................................................................................................15
Socially responsible marketing communication...................................................................................15
Advertising and sales promotion....................................................................................................15
Personal selling...............................................................................................................................15
, Chapter 1 creating customer value
and engagement
What is marketing?
Marketing, more than any other business function, deals with customers. The goal of marketing is to
attract new customers by promising superior value and to keep and grow the current customers by
delivering value and satisfaction.
Marketing defined
Marketing is the process by which companies engage customers, build customer relationships, and
create customer value in order to capture value from customers in return.
The marketing process
Understand the Design a Construct an Engage customers,
marketplace and customer value- integrated marketing build profitable
customer needs driven marketing program that delivers relationships, and
and wants strategy superior value create customer
delight
Capture value from customers to
create profits and customer equity
Understanding the marketplace and customer’s needs
There are five core customer and marketplace concepts :
1. Needs, wants, and demands
2. Market offerings
3. Value and satisfaction
4. Exchanges and relationships
5. Markets
Customer needs, wants, and demands
The most basic concept underlying marketing is that of human needs.
Human needs are states of felt deprivation, they include; basic physical needs for food, clothing,
warmth, and safety; social needs for belonging and affection; and individual needs for knowledge
and self-expression.
Wants are the form human needs take as they are shaped by culture and individual personality. For
example an American needs food and wants a big mac.
Demands are human wants backed by buying power.
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 jonivanbeek. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €3,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 52510 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen