MARKETING
,Inhoud
Lecture 1: Chapter 1. Marketing.................................................................................................4
1.1 Understanding the Marketplace and Customer Needs......................................................4
1.2 Designing a Customer Value-Driven Marketing Strategy and Plan.................................5
1.3 Preparing an Integrated Marketing Plan and Program......................................................7
1.4 Managing Customer Relationships and Capturing Customer Value................................8
1.5 Capturing Value from Customers.....................................................................................9
1.6 The Changing Marketing Landscape..............................................................................10
...............................................................................................................................................10
3.1 Microenvironment...........................................................................................................11
3.2 Macroenvironment..........................................................................................................12
3.3 Responding to the Market Environment.........................................................................13
Lecture 2: Chapter 5. Consumer Markets and Buyer Behaviour..............................................14
5.1 Characteristics Affecting Consumer Behaviour..............................................................14
5.2 Buying Decision Behaviour and the Buyer Decision Process........................................15
5.3 The Buyer Decision Process for New Products..............................................................16
Lecture 3: Chapter 4. Managing Marketing Information..........................................................17
4.1 Marketing Information and Customer Insight................................................................17
4.2 Assessing Information Needs and Developing Data.......................................................17
4.3 Marketing Research........................................................................................................18
4.4 Analysing and Using Marketing Information.................................................................20
Lecture 4: Chapter 7. Customer Value-Driven Marketing Strategy.........................................21
7.1 Market Segmentation......................................................................................................21
7.2 Market Targeting.............................................................................................................22
7.3 Differentiation and Positioning.......................................................................................23
Lecture 5: Chapter 8. Products, Services and Brands...............................................................26
8.1 What is a Product?..........................................................................................................26
8.2 Product and Service Decisions........................................................................................27
8.3 Services Marketing.........................................................................................................28
8.4 Branding Strategy: Building Strong Brands...................................................................28
Lecture 6: Chapter 10. Pricing and Value Proposition.............................................................30
10.1 Major Pricing Strategies................................................................................................30
10.2 Other Internal and External Considerations Affecting Price Decisions........................31
,Lecture 7: Chapter 12. Marketing Communication and Channels............................................33
12.1 Supply Chains and the Value Delivery Network..........................................................33
12.2 Channel Behaviour and Organisation...........................................................................33
12.3 Channel Design Decisions............................................................................................35
Lecture 8: Chapter 20. Sustainable Marketing, Social Responsibility and Ethics....................36
20.1 Social Criticisms of Marketing.....................................................................................36
20.2 Consumer Actions to Promote Sustainable Marketing.................................................36
20.3 Business Actions towards Sustainable Marketing........................................................37
20.4 Marketing Ethics and the Sustainable Company..........................................................37
Lecture 9: Chapter 14. Engaging Consumers and Communicating Customer Value...............38
14.1 The Promotion Mix.......................................................................................................38
14.2 Integrated Marketing Communications.........................................................................38
14.3 Developing Effective Marketing Communication........................................................39
14.4 Setting the Total Promotion Budget and Mix...............................................................40
, Lecture 1: Chapter 1. Marketing
Creating Customer Value and Engagement
Simple definition: Marketing is engaging customers and managing profitable customer
relationships. To attract and keep customers. It is all around you, in traditional forms (TV,
magazine, radio) and new forms (websites, apps, blogs, videos and social media).
Marketing defined:
The process by which companies engage customers, build strong customer relationships, and
create customer value. In order to capture value from customers in return.
It went from “telling and selling” to satisfying customer needs.
Products sells easily when the marketer engages consumers effectively, understands their
needs, develops products that provide superior customer value, and prices, distributes, and
promotes them well.
According to Peter Drucker: “The aim of marketing is to make selling unnecessary”
Marketing process:
1.1 1.2 1.3 1.4
1.1 Understanding the Marketplace and Customer Needs
Five core customer and marketplace concepts:
1. Needs, wants and demands
2. Market offerings (products, services and experiences)
3. Value and satisfaction
4. Exchanges and relationships
5. Markets
Needs, wants and demands
Needs: States of felt deprivation.
Wants: The form human needs take as they are shaped by culture and individual personality.
(An American needs food but wants a Big Mac).
Demands: Human wants that are backed by buying power.
Companies go to great lengths to learn about and understand customer needs, wants and
demands. They conduct consumer research, analyse data, and observe customers while
shopping.
,Inhoud
Lecture 1: Chapter 1. Marketing.................................................................................................4
1.1 Understanding the Marketplace and Customer Needs......................................................4
1.2 Designing a Customer Value-Driven Marketing Strategy and Plan.................................5
1.3 Preparing an Integrated Marketing Plan and Program......................................................7
1.4 Managing Customer Relationships and Capturing Customer Value................................8
1.5 Capturing Value from Customers.....................................................................................9
1.6 The Changing Marketing Landscape..............................................................................10
...............................................................................................................................................10
3.1 Microenvironment...........................................................................................................11
3.2 Macroenvironment..........................................................................................................12
3.3 Responding to the Market Environment.........................................................................13
Lecture 2: Chapter 5. Consumer Markets and Buyer Behaviour..............................................14
5.1 Characteristics Affecting Consumer Behaviour..............................................................14
5.2 Buying Decision Behaviour and the Buyer Decision Process........................................15
5.3 The Buyer Decision Process for New Products..............................................................16
Lecture 3: Chapter 4. Managing Marketing Information..........................................................17
4.1 Marketing Information and Customer Insight................................................................17
4.2 Assessing Information Needs and Developing Data.......................................................17
4.3 Marketing Research........................................................................................................18
4.4 Analysing and Using Marketing Information.................................................................20
Lecture 4: Chapter 7. Customer Value-Driven Marketing Strategy.........................................21
7.1 Market Segmentation......................................................................................................21
7.2 Market Targeting.............................................................................................................22
7.3 Differentiation and Positioning.......................................................................................23
Lecture 5: Chapter 8. Products, Services and Brands...............................................................26
8.1 What is a Product?..........................................................................................................26
8.2 Product and Service Decisions........................................................................................27
8.3 Services Marketing.........................................................................................................28
8.4 Branding Strategy: Building Strong Brands...................................................................28
Lecture 6: Chapter 10. Pricing and Value Proposition.............................................................30
10.1 Major Pricing Strategies................................................................................................30
10.2 Other Internal and External Considerations Affecting Price Decisions........................31
,Lecture 7: Chapter 12. Marketing Communication and Channels............................................33
12.1 Supply Chains and the Value Delivery Network..........................................................33
12.2 Channel Behaviour and Organisation...........................................................................33
12.3 Channel Design Decisions............................................................................................35
Lecture 8: Chapter 20. Sustainable Marketing, Social Responsibility and Ethics....................36
20.1 Social Criticisms of Marketing.....................................................................................36
20.2 Consumer Actions to Promote Sustainable Marketing.................................................36
20.3 Business Actions towards Sustainable Marketing........................................................37
20.4 Marketing Ethics and the Sustainable Company..........................................................37
Lecture 9: Chapter 14. Engaging Consumers and Communicating Customer Value...............38
14.1 The Promotion Mix.......................................................................................................38
14.2 Integrated Marketing Communications.........................................................................38
14.3 Developing Effective Marketing Communication........................................................39
14.4 Setting the Total Promotion Budget and Mix...............................................................40
, Lecture 1: Chapter 1. Marketing
Creating Customer Value and Engagement
Simple definition: Marketing is engaging customers and managing profitable customer
relationships. To attract and keep customers. It is all around you, in traditional forms (TV,
magazine, radio) and new forms (websites, apps, blogs, videos and social media).
Marketing defined:
The process by which companies engage customers, build strong customer relationships, and
create customer value. In order to capture value from customers in return.
It went from “telling and selling” to satisfying customer needs.
Products sells easily when the marketer engages consumers effectively, understands their
needs, develops products that provide superior customer value, and prices, distributes, and
promotes them well.
According to Peter Drucker: “The aim of marketing is to make selling unnecessary”
Marketing process:
1.1 1.2 1.3 1.4
1.1 Understanding the Marketplace and Customer Needs
Five core customer and marketplace concepts:
1. Needs, wants and demands
2. Market offerings (products, services and experiences)
3. Value and satisfaction
4. Exchanges and relationships
5. Markets
Needs, wants and demands
Needs: States of felt deprivation.
Wants: The form human needs take as they are shaped by culture and individual personality.
(An American needs food but wants a Big Mac).
Demands: Human wants that are backed by buying power.
Companies go to great lengths to learn about and understand customer needs, wants and
demands. They conduct consumer research, analyse data, and observe customers while
shopping.
