Samenvatting Marketing 1 H1 tm H13

Samenvatting Marketing 1 H1 t/m H13

Hoofdstuk 1
Marketing = managing profitable customer relationships
doel marketing: - attract new customers by promising superior value
- keep & grow current customers by delivering satisfaction
broadly defined: social & managerial process by which individuals & organizations obtain what they
need & want through creating & exchanging value with others

marketing mix =set of tools that work together to satisfy customer needs & build customer
relationships

Het marketing process
Understand the Design a Construct a Build profitable Capture value from
marketplace and customer-driven marketing relationships & customers to create
customer needs marketing programme that create customer profits and customer
quality
& wants strategy delivers superior delight
(sales,profits,equity)
value

Captures value from customers & build customer relationships Capture value
from
customers in return

Belangrijk om te begrijpen als marketer, 5 core customer & marketplace concepts:
 needs, wants & demands
needs: (most basic concept) states of felt deprivation, including basic physical needs for food,
clothing, warmth & safety; social needs for belonging & affection & individual needs for
knowledge & self-expression (I am hungry)
wants: the form of human needs take as they are shaped by culture & individual personality (I want a
Big Mac) wants shaped by one’s society & described in terms of objects that will satisfy
needs.
demands: human wants backed by buying power (I have the money to buy this meal) given their
wants & resources people demand products with benefits that add up most value &
satisfaction
 marketing offers (products, services & experiences)customer needs & wants are fulfilled
to marketing offers- some combination of products, services, information or experiences
offered to market to satisfy need or want , not limited to physical products (services,
information) marketing myopa = mistake of paying more attention to specific product than
to benefits & (brand) experiences produced by these products
 value & satisfactioncustomers form expectations about value & satisfaction that various
marketing offers will deliver, satisfiedbuy again & tell others about, dissatisfiedswitch to
competitors & disparage product to others. If set expectations to lowsatisfied buyers, but
attract not enough buyers; key building blocks for customer relationships.
 exchanges & relationshipsexchange: act of obtaining a desired object from someone by
offering something in return; marketing consists of action taken to build & maintain desirable
exchange relationships with target audience involving a product, service, idea or other
object. Proberen band opbouwen met klanten door superior value te leveren zodat klant
meer gaat/blijft kopen bij bedrijf.
 Marketsconcepts of exchanges & relationships lead to concept of markets. market:
set of actual & potential buyers of a product, share a particular need/want that can be satisfied
through exchange relationships



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, Samenvatting Marketing 1 H1 t/m H13

Elementen v modern marketing system (each party adds value for next level)


Company
(marketer)
Suppliers Marketing Final users
Company intermediaries
(marketer)



Marketing management= art & science of choosing target markets & building profitable
relationships with them. Market manager’s aim to find, attract, keep & grow target
customers by creating, delivering & communicating superior customer value

Selecting customers to serve: dividing market into segments of customers (=market segmentation) &
selecting which segments it will go after (=target marketing). Company wants to select only
customers that it can serve well & profitablyome marketers may even seek fewer
customers & reduced demand (=demarketing)

Choosing a value proportion: how it will differentiate & position itself in marketplace, company’s
value proposition = set of benefits/values it promises to deliver to consumers to satisfy
needs, differentiate one brand from another

Marketing management orientations: welke filosofie marketing strategie leidt5 alternatieve
concepten waaronder organisaties marketing strategieën ontwerpen & naar buiten brengen:
 production concept (oldest) = consumers will favour products that are available & highly
affordablefocus on improving production & distribution efficiencycan lead to production
myopia; risk of focusing too narrowly on own operations & losing sight of real objective:
satisfying customer needs & building customer relationships
 product concept = consumers will favour products that offer most quality, performance &
innovative featuresfocus on continuous product improvementsfocusing only on
products can lead to marketing mytopia
 selling concept = consumers will buy enough of firm’s products unless it undertakes a large
scale selling & promotion effortnormaal bij ongezochte goederen: waar kopers normaal
niet over nadenken om te kopenrisks: focus on creating sales transactions rather than on
building long-term, profitable customer relationshipsaim is often to sell what company
wants to sell rather than what market wants
 marketing concept = achieving organizational goals depends on knowing needs & wants of
target markets & delivering desired satisfactions better than competitors docustomer
focus & value , customer-centered, sense & respond, find right products for your customers.
 societal marketing concept = firm that satisfies immediate needs & wants of target markets
always doing best for consumers in long run? Marketing strategy should deliver value to
customers in way that maintains or improves both consumer’s & the society’s well being




The selling & marketing concepts contrasted

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, Samenvatting Marketing 1 H1 t/m H13


starting point focus means ends

The selling concept
(inside-out perspective;
Focus primarily on
customer conquest
short term sales, little
concern who buys/why)
The marketing concept
(outside-in perspective;
more than simply
responding to customers)

Companies should balance 3 considerations in setting their marketing strategies:
Society
(human welfare)




societal
marketing
concept


Consumers Company
(want satisfaction) (profits)

Preparing a marketing plan & program: consists of marketing-mix:
- product
- price
- place
- promotion

Building customer relationships
(most important in modern marketing): relationship management/customer relationship
management (CRM)= managing detailed information about individual customers & carefully
managing ‘touch point’ in order to maximize customer loyalty

Relationship building block: customer value & satisfaction
tevreden klanten zijn loyaler & vergroten marktaandeel bedrijf
Customer value: klant koopt v bedrijf met hoogste customer perceived value= customer’s evaluation
of difference between all benefits & costs of a market offering relative to those of
competitorscustomers don’t judge product values & costs mostly, but act on perceived
value
Customer satisfaction: depends on product’s perceived performance relative to buyer’s
expectationshighly satisfied customers repeat purchases & tell others about good
experiences with producthigher customer satisfaction greater customer loyaltybetter
customer performancesmart companies aim to delight customers by promising only what
they can deliver, then delivering more than they promise; not maximize customer
satisfactioncan always increase, but may result in lower profitsfind customer value
profitability

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