Summary marketing and sales
lecture notes
First part of the marketing process
Chapter one
What people do and
companies do is
connected to each other.
What a customer needs
and what a company
needs to give is hard to
find out, and giving
people what they want
and knowing what to
give them is complicated
and there is a huge
bridge between that. The
needs of people change,
people also have
different needs, think
about students and old people. Marketing stands between the consumer and the company.
New Need -> Orientation -> purchase/ install -> problem solving
New propositions -> communicate the offer -> transaction management -> help service
{Blue is what de customer does, black is the company}. If you can get research you can get
information and work on you product or even change it. Promotion is the main focus on selling your
product.
The role of marketing
o Research and analyses
o Product development and branding
o Promotion and advertising
o Pricing decisions
o Distribution decisions
o Direct and indirect selling
o Customer service and customer relations
o (Strategic) planning
All the points are made by people in the marketing sector. Many ceo’s have marketing background,
because they have knowledge of finance and the product. As a company you want to make a
strategy. Do you want more production, do you care about society, do you care about your brand?
Marketing management orientations: (from 1900 till 2000)
, 1. Production
2. Product
3. Selling
4. Marketing
5. Societal marketing (company, consumer, environment)
Marketing management orientations
Production- and product concept
o Efficient manufacturing
o Focusing on quality
o Seller’s market
o Examples: oil, raw materials, services like banking
Selling concept
o Supply greater than demand
o Aggressive selling techniques
o Buyer’s market
o Examples: energy, insurances, mobile phone subscription
Marketing concept
o Increase in buying power and competition
o Focus on the customer
o Adapting to changes in the market
o Integrated approach to marketing activities
o Examples: Toyota, Unilever, IKEA, L’Oréal
The difference between selling concept and marketing concept;
They are coming more and more new marketing landscapes, this is due of: sustainability, on-line
versus off-line marketing, globalisation, business ethics, consumerism, experience marktering etc.
This al has consequences for the society we live in.
Marketing is defined as the activity, set of institution and processes for creating, communicating,
delivering and exchanging offering that have value for customers, clients, partners, and society.
, Marketing is all about delivering value to everyone who is affected by a transaction. Marketing is the
process by which companies create value for customers and build strong customer relationships in
order to capture value from customers in return.
The marketing process;
1. Understand the marketplace and customer needs
2. Design customer-driven marketing strategy
3. Construct an intergraded marketing programme
4. Build profitable relationships and create customer delight
3 basic marketing principles
1. Customer orientation
Establishing and maintaining long-term customer relationships. Focusing on the customers needs
2. Organisational integration
Overall business philosophy. More than one department involved
3. Mutually profitable exchange
Second part of the marketing process
Chapter eight
Strategic market definition
• Focus on fundamental customer needs
In marketing terms, a market is used to describe the various groupings of customers
Consumer markets
All individuals and households who buy or acquire goods and services for personal
consumption. Business-to-consumer (B2C) market. Customer = an individual, household or
company who purchases products (goods and services).
Business markets
All organisations that buy goods and services to use in the production of other products and
services or for the purpose of reselling or renting them to others at a profit. Business-to-
Business (B2B market).
• Defined in value (turnover) or volume (units, kilograms, litres)
How you measure your goods.
• Geographic definition
Where it’s produced
Four major steps in designing a customer-driven marketing strategy:
lecture notes
First part of the marketing process
Chapter one
What people do and
companies do is
connected to each other.
What a customer needs
and what a company
needs to give is hard to
find out, and giving
people what they want
and knowing what to
give them is complicated
and there is a huge
bridge between that. The
needs of people change,
people also have
different needs, think
about students and old people. Marketing stands between the consumer and the company.
New Need -> Orientation -> purchase/ install -> problem solving
New propositions -> communicate the offer -> transaction management -> help service
{Blue is what de customer does, black is the company}. If you can get research you can get
information and work on you product or even change it. Promotion is the main focus on selling your
product.
The role of marketing
o Research and analyses
o Product development and branding
o Promotion and advertising
o Pricing decisions
o Distribution decisions
o Direct and indirect selling
o Customer service and customer relations
o (Strategic) planning
All the points are made by people in the marketing sector. Many ceo’s have marketing background,
because they have knowledge of finance and the product. As a company you want to make a
strategy. Do you want more production, do you care about society, do you care about your brand?
Marketing management orientations: (from 1900 till 2000)
, 1. Production
2. Product
3. Selling
4. Marketing
5. Societal marketing (company, consumer, environment)
Marketing management orientations
Production- and product concept
o Efficient manufacturing
o Focusing on quality
o Seller’s market
o Examples: oil, raw materials, services like banking
Selling concept
o Supply greater than demand
o Aggressive selling techniques
o Buyer’s market
o Examples: energy, insurances, mobile phone subscription
Marketing concept
o Increase in buying power and competition
o Focus on the customer
o Adapting to changes in the market
o Integrated approach to marketing activities
o Examples: Toyota, Unilever, IKEA, L’Oréal
The difference between selling concept and marketing concept;
They are coming more and more new marketing landscapes, this is due of: sustainability, on-line
versus off-line marketing, globalisation, business ethics, consumerism, experience marktering etc.
This al has consequences for the society we live in.
Marketing is defined as the activity, set of institution and processes for creating, communicating,
delivering and exchanging offering that have value for customers, clients, partners, and society.
, Marketing is all about delivering value to everyone who is affected by a transaction. Marketing is the
process by which companies create value for customers and build strong customer relationships in
order to capture value from customers in return.
The marketing process;
1. Understand the marketplace and customer needs
2. Design customer-driven marketing strategy
3. Construct an intergraded marketing programme
4. Build profitable relationships and create customer delight
3 basic marketing principles
1. Customer orientation
Establishing and maintaining long-term customer relationships. Focusing on the customers needs
2. Organisational integration
Overall business philosophy. More than one department involved
3. Mutually profitable exchange
Second part of the marketing process
Chapter eight
Strategic market definition
• Focus on fundamental customer needs
In marketing terms, a market is used to describe the various groupings of customers
Consumer markets
All individuals and households who buy or acquire goods and services for personal
consumption. Business-to-consumer (B2C) market. Customer = an individual, household or
company who purchases products (goods and services).
Business markets
All organisations that buy goods and services to use in the production of other products and
services or for the purpose of reselling or renting them to others at a profit. Business-to-
Business (B2B market).
• Defined in value (turnover) or volume (units, kilograms, litres)
How you measure your goods.
• Geographic definition
Where it’s produced
Four major steps in designing a customer-driven marketing strategy:
