1 Intro
-gatekeeper: controls access of product information (decides who gets information)
-marketing orientation: gathering market intelligence, sharing across departments and
responding to it efficiently to create customer value
→ creating products that meet existing and latent needs, now or in the future
→ components: -customer orientation: needs, wants, and problems
-competitor orientation: strengths, weaknesses, strategies, and actions
-interfunctional coordination: focus on internal collaboration
-anthropological influences: qualitative approaches in researching consumer behaviour
-sales: product push, short-term focus on satisfaction of customer needs, tends to lesser input
into customer design of offering, focused on meeting existing demand
-marketing: product pull, long-term focus on satisfaction of customer needs, high focus on
stimulation of demand, tends to greater input into customer design of offering (co-creation)
-product push: actively pushes a product toward customers through intensive promotion and
distribution: company-driven selling
-product pull: creates customer demand so that customers actively seek out the product:
customer-driven demand
-exchange: 2 parties, want to deal with each other, value to offer ⇒ creates value, more
consumption choices or possibilities
-customer value: ratio between perceived benefits and costs
→ outcomes: repeat purchases, positive word-of-mouth, loyalty, growing market share, growing
share of customer, building customer equity
-marketing mix: promotion, place, prize, product + people, physical evidence, process,
personalization
-context marketing: delivering marketing messages to customers at the right moment based on
their situation and behaviour
-relationship marketing: relations with stakeholders, important mature industries
-Customer Relationship Management: acquiring information customers + delivering superior
value = relationships
-marketing automation: a category of technology that allows companies to streamline, automate,
and measure marketing tasks and workflows to increase operational (alles wat geschikt is om te
gebruiken) efficiency and grow revenue faster → use software + technology (repetitive
marketing)
-Co-creation: -offerings are service-based → customers become co- creators of the service
experience
-organizations can use co-creation to differentiate their offerings
-creation of value → customers take part in active dialogues and co-construct
personalized experiences ⇒ realized through consumer use
1
,2 Marketing environment
-marketing environment: actors and influences outside of marketing that influence marketing’s
abilities to build and maintain successful relationships with selected customers
-environmental scanning: help top management in making decisions and developing a strategy
→ External environment: micro + macro
-Destep: -Demographic: size, density (dichtheid), location, age, education, gender, race, job
-Economic: affect buying power and spending patterns (debt, inflation, interest rates,
consumers saving)
-Socio-cultural: affect society’s basic values and lifestyles, the shared beliefs and
practices within a society (lifestyle change, health and wellness)
-global consumer culture: people are united by their common devotion to
brand-name consumer goods, service → standardization of products, influence
of media, cultural homogenization, global symbols, status and consumer trends
-glocalization: global + local: products, services and marketing strategies suit
local cultures
-Technological: creating new product and market opportunities → AI, connectivity,
information access, technological expertise
-crowdsourcing: release the task to a ‘crowd’ of outsiders, who are invited to
perform the task on behalf of the company (for a fee or prize)
-Ecological:-Eco-efficiency: the promotion of resource productivity and better
utilization of by-products (nevenproducten)
-Beyond compliance leadership: demonstrate the company’s ecological
credentials or its environmental (milieu) excellence
-Eco-branding: promote environmental responsibility
-Environmental cost leadership: offerings that provide greater
environmental benefits
-Political-Legal: laws, government stability, regulatory environment, trade policies,
taxation policies, bureaucracy (=besluitvorming en uitvoering van taken volgens
regels en voorschriften) and corruption (=misbruik macht persoonlijk gewin))
trends: increasing regulation for companies, stronger emphasis on ethics and
social responsibility, growth of societal pressure groups
influence: lobbying, public relations, industry coalitions, placing politicians in board
2
,→ Performance (micro) environment: affect serving its customers (suppliers, marketing
intermediaries, customer markets, competitors, publics)
-intermediaries: -resellers: wholesalers, retailers
-logistics service providers: storage, transport
-marketing services: market research, advertising agencies, media
buyers, marketing consultants
-financial intermediaries: banks, credit providers, insurance companies
-stakeholders: -financial audience: banks, investors, shareholders
-media,
-interest groups: consumer organizations, environmental groups,
minorities
-general public
-local audience: neighborhood
-industry: size,growth, internal rivalry, structural profitability, trends, developments
-competitors: -direct: identical products or services, same industry ⇒ customers choose
between similar options
-indirect: different products or services that fulfill a similar need/want,
different industry but same customer base ⇒ customers choose
between different types of solutions
-blue ocean strategy: untapped market spaces: companies align innovation with
utility, price, and costs + makes competition irrelevant
-forward integration: moving closer to the consumer: expanding control next stages
-backward integration: moving a step back in the supply-chain: reduce dependency on suppliers
-supplier → manufacturer → retailer → consumer
→ International (macro) environment: affect its operations, performance and culture
(communication, leadership and management, employees, company reputation)
-Strategic Business Unit: part of organization with own mission and objective, operates
Independently: autonomy and control over its resources
-portfolio analysis: how do the different brands help to get success in your company ⇒
market growth, market share, what investment, creating balances portfolio
-the boston box: draws attention to cash flow and investments
size circle = revenue
-marketing audit (controle):
-environmental: external, performance environments
-marketing strategy: mission, goals, strategy
-marketing organization: structure, personnel
-marketing systems: information, planning, control systems
-marketing function: product, services, prices, distribution, promotion
-marketing performance metrics (indicatoren): quantifiable way to track performance: help
brands determine whether campaigns are successful + provide insights to adjust (future)
campaign
→ Ex. social media click-through rate, brand awareness, website traffic, return on investment
3
, 3 Customer behavior
-automatic thinking: fast, unconscious, automatic, everyday decisions ⇒ prone to error: system1
-deliberate thinking: slow, conscious, effortful, complex decisions ⇒ reliable: system2
-confirmation bias: belief what they already know, other evidence is ignored (cognitive bias)
→ selective search for information, interpretation information, recall information, ignore
warning signs
-availability heuristic: the easier to recall, the more likely you think it can happen (cognitive bias)
→ remarkable, well-publicized or recent, available
-likeability heuristic: we are more likely influenced by people we like (cognitive bias)
→ people who are similar to us, we recognize, who pay us compliments, attractive people
-halo-effect: one remarkable characteristic judges over other characteristics (cognitive bias)
-blindspot bias/bias bias: think you are less biased than everyone else, failing to recognize your
own cognitive biases is a bias in itself (cognitive bias)
-endowment effect: overvalue goods we own, regardless of their objective market value
(motivational bias)
-present bias: preferring payoffs that are closer in time, immediate rewards (motivational bias)
-sunk cost fallacy: harder to let go of things ⇒ amount of time, money or effort you already
invested in something (motivational bias)
-consumer proposition acquisition process: select the right customers through effective ways
1 motive development: wish to obtain offering + recognize the need to solve a problem
2 information gathering: awareness, active vs. passive, information sources, internal search
vs. external search
3 proposition evaluation: consideration, determine choice criteria, evaluate the alternatives
4 proposition selection: select the offering fitting our needs most closely
5 acquisition/purchase: conversion, choose channel and payment method
6 re-evaluation
-cognitive dissonance: doubt your choice (rethink decision)
→ change behaviour, change belief, rationalize, justify purchase, seek confirmation
-advocacy: actively recommend a brand or product to others (referrals)
-traditional marketing funnel: how people learn about a product, decide to buy and hopefully
become loyal customers → engagement is a linear process
awareness → familiarity → consideration → purchase → loyalty
-zero moment of truth: online research before purchase decision
-key influencers: blogs or pages, huge numbers of followers, unlikely to know consumer personally
-social influencers: people within the consumer’s social network, might know personally
-known peer influencers: family members or part of the consumer’s ‘inner circle’
-perceptions: the way we perceive objects, events or people in the world (based on prior
attitudes, beliefs, needs, stimulus factors, and situational determinants)
4
-gatekeeper: controls access of product information (decides who gets information)
-marketing orientation: gathering market intelligence, sharing across departments and
responding to it efficiently to create customer value
→ creating products that meet existing and latent needs, now or in the future
→ components: -customer orientation: needs, wants, and problems
-competitor orientation: strengths, weaknesses, strategies, and actions
-interfunctional coordination: focus on internal collaboration
-anthropological influences: qualitative approaches in researching consumer behaviour
-sales: product push, short-term focus on satisfaction of customer needs, tends to lesser input
into customer design of offering, focused on meeting existing demand
-marketing: product pull, long-term focus on satisfaction of customer needs, high focus on
stimulation of demand, tends to greater input into customer design of offering (co-creation)
-product push: actively pushes a product toward customers through intensive promotion and
distribution: company-driven selling
-product pull: creates customer demand so that customers actively seek out the product:
customer-driven demand
-exchange: 2 parties, want to deal with each other, value to offer ⇒ creates value, more
consumption choices or possibilities
-customer value: ratio between perceived benefits and costs
→ outcomes: repeat purchases, positive word-of-mouth, loyalty, growing market share, growing
share of customer, building customer equity
-marketing mix: promotion, place, prize, product + people, physical evidence, process,
personalization
-context marketing: delivering marketing messages to customers at the right moment based on
their situation and behaviour
-relationship marketing: relations with stakeholders, important mature industries
-Customer Relationship Management: acquiring information customers + delivering superior
value = relationships
-marketing automation: a category of technology that allows companies to streamline, automate,
and measure marketing tasks and workflows to increase operational (alles wat geschikt is om te
gebruiken) efficiency and grow revenue faster → use software + technology (repetitive
marketing)
-Co-creation: -offerings are service-based → customers become co- creators of the service
experience
-organizations can use co-creation to differentiate their offerings
-creation of value → customers take part in active dialogues and co-construct
personalized experiences ⇒ realized through consumer use
1
,2 Marketing environment
-marketing environment: actors and influences outside of marketing that influence marketing’s
abilities to build and maintain successful relationships with selected customers
-environmental scanning: help top management in making decisions and developing a strategy
→ External environment: micro + macro
-Destep: -Demographic: size, density (dichtheid), location, age, education, gender, race, job
-Economic: affect buying power and spending patterns (debt, inflation, interest rates,
consumers saving)
-Socio-cultural: affect society’s basic values and lifestyles, the shared beliefs and
practices within a society (lifestyle change, health and wellness)
-global consumer culture: people are united by their common devotion to
brand-name consumer goods, service → standardization of products, influence
of media, cultural homogenization, global symbols, status and consumer trends
-glocalization: global + local: products, services and marketing strategies suit
local cultures
-Technological: creating new product and market opportunities → AI, connectivity,
information access, technological expertise
-crowdsourcing: release the task to a ‘crowd’ of outsiders, who are invited to
perform the task on behalf of the company (for a fee or prize)
-Ecological:-Eco-efficiency: the promotion of resource productivity and better
utilization of by-products (nevenproducten)
-Beyond compliance leadership: demonstrate the company’s ecological
credentials or its environmental (milieu) excellence
-Eco-branding: promote environmental responsibility
-Environmental cost leadership: offerings that provide greater
environmental benefits
-Political-Legal: laws, government stability, regulatory environment, trade policies,
taxation policies, bureaucracy (=besluitvorming en uitvoering van taken volgens
regels en voorschriften) and corruption (=misbruik macht persoonlijk gewin))
trends: increasing regulation for companies, stronger emphasis on ethics and
social responsibility, growth of societal pressure groups
influence: lobbying, public relations, industry coalitions, placing politicians in board
2
,→ Performance (micro) environment: affect serving its customers (suppliers, marketing
intermediaries, customer markets, competitors, publics)
-intermediaries: -resellers: wholesalers, retailers
-logistics service providers: storage, transport
-marketing services: market research, advertising agencies, media
buyers, marketing consultants
-financial intermediaries: banks, credit providers, insurance companies
-stakeholders: -financial audience: banks, investors, shareholders
-media,
-interest groups: consumer organizations, environmental groups,
minorities
-general public
-local audience: neighborhood
-industry: size,growth, internal rivalry, structural profitability, trends, developments
-competitors: -direct: identical products or services, same industry ⇒ customers choose
between similar options
-indirect: different products or services that fulfill a similar need/want,
different industry but same customer base ⇒ customers choose
between different types of solutions
-blue ocean strategy: untapped market spaces: companies align innovation with
utility, price, and costs + makes competition irrelevant
-forward integration: moving closer to the consumer: expanding control next stages
-backward integration: moving a step back in the supply-chain: reduce dependency on suppliers
-supplier → manufacturer → retailer → consumer
→ International (macro) environment: affect its operations, performance and culture
(communication, leadership and management, employees, company reputation)
-Strategic Business Unit: part of organization with own mission and objective, operates
Independently: autonomy and control over its resources
-portfolio analysis: how do the different brands help to get success in your company ⇒
market growth, market share, what investment, creating balances portfolio
-the boston box: draws attention to cash flow and investments
size circle = revenue
-marketing audit (controle):
-environmental: external, performance environments
-marketing strategy: mission, goals, strategy
-marketing organization: structure, personnel
-marketing systems: information, planning, control systems
-marketing function: product, services, prices, distribution, promotion
-marketing performance metrics (indicatoren): quantifiable way to track performance: help
brands determine whether campaigns are successful + provide insights to adjust (future)
campaign
→ Ex. social media click-through rate, brand awareness, website traffic, return on investment
3
, 3 Customer behavior
-automatic thinking: fast, unconscious, automatic, everyday decisions ⇒ prone to error: system1
-deliberate thinking: slow, conscious, effortful, complex decisions ⇒ reliable: system2
-confirmation bias: belief what they already know, other evidence is ignored (cognitive bias)
→ selective search for information, interpretation information, recall information, ignore
warning signs
-availability heuristic: the easier to recall, the more likely you think it can happen (cognitive bias)
→ remarkable, well-publicized or recent, available
-likeability heuristic: we are more likely influenced by people we like (cognitive bias)
→ people who are similar to us, we recognize, who pay us compliments, attractive people
-halo-effect: one remarkable characteristic judges over other characteristics (cognitive bias)
-blindspot bias/bias bias: think you are less biased than everyone else, failing to recognize your
own cognitive biases is a bias in itself (cognitive bias)
-endowment effect: overvalue goods we own, regardless of their objective market value
(motivational bias)
-present bias: preferring payoffs that are closer in time, immediate rewards (motivational bias)
-sunk cost fallacy: harder to let go of things ⇒ amount of time, money or effort you already
invested in something (motivational bias)
-consumer proposition acquisition process: select the right customers through effective ways
1 motive development: wish to obtain offering + recognize the need to solve a problem
2 information gathering: awareness, active vs. passive, information sources, internal search
vs. external search
3 proposition evaluation: consideration, determine choice criteria, evaluate the alternatives
4 proposition selection: select the offering fitting our needs most closely
5 acquisition/purchase: conversion, choose channel and payment method
6 re-evaluation
-cognitive dissonance: doubt your choice (rethink decision)
→ change behaviour, change belief, rationalize, justify purchase, seek confirmation
-advocacy: actively recommend a brand or product to others (referrals)
-traditional marketing funnel: how people learn about a product, decide to buy and hopefully
become loyal customers → engagement is a linear process
awareness → familiarity → consideration → purchase → loyalty
-zero moment of truth: online research before purchase decision
-key influencers: blogs or pages, huge numbers of followers, unlikely to know consumer personally
-social influencers: people within the consumer’s social network, might know personally
-known peer influencers: family members or part of the consumer’s ‘inner circle’
-perceptions: the way we perceive objects, events or people in the world (based on prior
attitudes, beliefs, needs, stimulus factors, and situational determinants)
4
