Topic 1: Development in marketing thinking
Marketing = Functions & processes /activities to deliver “customer value”.
1985: marketing is about distributing goods and exchanges. Spreading awareness about your
product.
2012: marketing is about creating value for customers, organization ets. We start with the
customer and then we go back in the value chain.
From transaction & product driven, so looking at market share to relation & value driven so
wallet share.
2012: Marketing 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)
Two main marketing decisions :
1. Segmentation (CB) = understanding consumer behaviour, who will be your customer a.
needs/desires, effects/reaction, research techniques
You want to make sure that you can give the segments more value than what others have
to offer
2. Value differentiation (Marketing strategy) = creating customer value = marketing strategy
a. value and innovation, branding, customer relationship
Xbox and Wii: same type of product, but each brand differentiates its value proposition by
focusing on different customer needs.--> schermquality
Article 1: Market orientation, Narver&Slater (1990)
Market orientation = the organisation culture that most effectively and efficiently creates the
necessary behaviours for the creation of superior value for buyers and, thus , long-term
superior performance of the business (aka sustainable competitive advantage)
Requires a different way of thinking so looking at the market instead of the company.
You need all three in cultural mindset
- Customer orientation
- Competitor orientation
- Inter-functional coordination (companywide market
orientation so not only the marketing department
To benefit from those 2 criteria:
- Long term focus
- Profitability
,MO positive effect on business profitability
non-commodity business (Apple): unique, linear effect.
Investing in MO allows them to understand their segment
better, differentiating.
Commodity businesses (Oil): standardized, U-shaped effect.
Fully embracing MO allows them to unlock additional profit
potential and higher returns.
Example: Starbucks, from commodity to coffee experience.
MO has not become obsolete, but it has become the foundation so not comprehensive
anymore. MO is the basic, and you should go even beyond.
Article 2: Market Orientation revisited, Slater & Narver (1998)
Total MO = responsive MO + proactive MO
Responsive MO (customer-led):
Focus: Satisfaction & relationship in stable markets
- Responsive MO can lead to success in stable environment, not in dynamic
- Tyranny of the served markets: managers only look at their current customer.
Proactive MO (market-oriented):
Focus: Innovation and unserved markets in turbulent environment
- MO is essential for success
Example: we didn’t know we needed restaurants along the high way, we used to bring our
sandwich with us Mc drive
The one is not more important than the other! Again, total market orientation = responsive
MO + proactive MO.
,Marketing development different stages:
Article 3: Customer Experience Management, Homburg, Jozi&Kuehnl (2017)
Customer experience = The evolvement of a person’s sensorial, affective, cognitive,
relational, and behavioural responses to a firm or brand by living through a journey of
touchpoints along pre - purchase, purchase, and post - purchase situations and continually
judging this journey against response thresholds of co – occurring experiences in a person’s
related environment
Good CE may enhance customer loyalty.
Customer experience management (CEM) is the development of a network-oriented value
proposition.
From selling coffee to entire coffee experience like Nespresso (Custom cups, custom
machines, Store experience, also delivery process (DHL alliance)
Cem: 3 tiers:
- Cultural mindset
o focus on CE
o Experiential response orientation
o Touchpoint journey orientation
o Alliance orientation
- Strategic decisions - design strategies to improve CE, focus on the whole journey
- Firm capabilities - continuously renewal CE; deliver new improved CE
Focus on the whole journey!!! Network-oriented value proposition!!! Creating value within a
networked environment (e.g. Nespresso, tui etc)
, Company ambidexterity = Being good at both improving todays and preparing for tomorrow
Example Tony:
CEM Element Description Tony’s Example
Experiential Uneven bars, storytelling, colourful
Emotional/sensory connection
responses packaging
“Tony’s Unlimited” – design your own
Co-creation Involving customers directly
bar
Building a shared cultural Collaborating with others to make
Alliances
movement chocolate slave-free
Article 4: Distributed marketing networks: The fourth industrial revolution Achrol, R. S., &
Kotler, P. (2022)
Key Idea:
Marketing is evolving from hierarchical, centralized systems to distributed networks enabled
by technology, data, and AI. Firms no longer act only as brand managers but as platform
coordinators connecting producers, consumers, and innovation partners.
Main Shifts:
From vertically integrated firms → to disaggregated, networked systems.
From brand management → to platform orchestration (coordinating micro-
manufacturers and digital partners).
From mass marketing & differentiation → to AI-driven customization and
personalization.
From industry competition → to ecosystem competition (brands compete through
connected services, not single products).
AI and data become central in consumer engagement — real-time personalization,
predictive marketing, and behavioral targeting.
Horizontal expansion: Firms integrate across industries and channels to manage
every consumer touchpoint (e.g., physical + digital + VR).
Marketing = Functions & processes /activities to deliver “customer value”.
1985: marketing is about distributing goods and exchanges. Spreading awareness about your
product.
2012: marketing is about creating value for customers, organization ets. We start with the
customer and then we go back in the value chain.
From transaction & product driven, so looking at market share to relation & value driven so
wallet share.
2012: Marketing 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)
Two main marketing decisions :
1. Segmentation (CB) = understanding consumer behaviour, who will be your customer a.
needs/desires, effects/reaction, research techniques
You want to make sure that you can give the segments more value than what others have
to offer
2. Value differentiation (Marketing strategy) = creating customer value = marketing strategy
a. value and innovation, branding, customer relationship
Xbox and Wii: same type of product, but each brand differentiates its value proposition by
focusing on different customer needs.--> schermquality
Article 1: Market orientation, Narver&Slater (1990)
Market orientation = the organisation culture that most effectively and efficiently creates the
necessary behaviours for the creation of superior value for buyers and, thus , long-term
superior performance of the business (aka sustainable competitive advantage)
Requires a different way of thinking so looking at the market instead of the company.
You need all three in cultural mindset
- Customer orientation
- Competitor orientation
- Inter-functional coordination (companywide market
orientation so not only the marketing department
To benefit from those 2 criteria:
- Long term focus
- Profitability
,MO positive effect on business profitability
non-commodity business (Apple): unique, linear effect.
Investing in MO allows them to understand their segment
better, differentiating.
Commodity businesses (Oil): standardized, U-shaped effect.
Fully embracing MO allows them to unlock additional profit
potential and higher returns.
Example: Starbucks, from commodity to coffee experience.
MO has not become obsolete, but it has become the foundation so not comprehensive
anymore. MO is the basic, and you should go even beyond.
Article 2: Market Orientation revisited, Slater & Narver (1998)
Total MO = responsive MO + proactive MO
Responsive MO (customer-led):
Focus: Satisfaction & relationship in stable markets
- Responsive MO can lead to success in stable environment, not in dynamic
- Tyranny of the served markets: managers only look at their current customer.
Proactive MO (market-oriented):
Focus: Innovation and unserved markets in turbulent environment
- MO is essential for success
Example: we didn’t know we needed restaurants along the high way, we used to bring our
sandwich with us Mc drive
The one is not more important than the other! Again, total market orientation = responsive
MO + proactive MO.
,Marketing development different stages:
Article 3: Customer Experience Management, Homburg, Jozi&Kuehnl (2017)
Customer experience = The evolvement of a person’s sensorial, affective, cognitive,
relational, and behavioural responses to a firm or brand by living through a journey of
touchpoints along pre - purchase, purchase, and post - purchase situations and continually
judging this journey against response thresholds of co – occurring experiences in a person’s
related environment
Good CE may enhance customer loyalty.
Customer experience management (CEM) is the development of a network-oriented value
proposition.
From selling coffee to entire coffee experience like Nespresso (Custom cups, custom
machines, Store experience, also delivery process (DHL alliance)
Cem: 3 tiers:
- Cultural mindset
o focus on CE
o Experiential response orientation
o Touchpoint journey orientation
o Alliance orientation
- Strategic decisions - design strategies to improve CE, focus on the whole journey
- Firm capabilities - continuously renewal CE; deliver new improved CE
Focus on the whole journey!!! Network-oriented value proposition!!! Creating value within a
networked environment (e.g. Nespresso, tui etc)
, Company ambidexterity = Being good at both improving todays and preparing for tomorrow
Example Tony:
CEM Element Description Tony’s Example
Experiential Uneven bars, storytelling, colourful
Emotional/sensory connection
responses packaging
“Tony’s Unlimited” – design your own
Co-creation Involving customers directly
bar
Building a shared cultural Collaborating with others to make
Alliances
movement chocolate slave-free
Article 4: Distributed marketing networks: The fourth industrial revolution Achrol, R. S., &
Kotler, P. (2022)
Key Idea:
Marketing is evolving from hierarchical, centralized systems to distributed networks enabled
by technology, data, and AI. Firms no longer act only as brand managers but as platform
coordinators connecting producers, consumers, and innovation partners.
Main Shifts:
From vertically integrated firms → to disaggregated, networked systems.
From brand management → to platform orchestration (coordinating micro-
manufacturers and digital partners).
From mass marketing & differentiation → to AI-driven customization and
personalization.
From industry competition → to ecosystem competition (brands compete through
connected services, not single products).
AI and data become central in consumer engagement — real-time personalization,
predictive marketing, and behavioral targeting.
Horizontal expansion: Firms integrate across industries and channels to manage
every consumer touchpoint (e.g., physical + digital + VR).
