MARKETING LECTURES & TRAININGS Q1
LECTURE WK 1
Marketing is about satisfying customer needs
Marketing is managing customer relationships
Marketing management orientations:
• Production- and product concept
–Efficient manufacturing
–Focusing on quality
–Seller’s market
–Examples: oil, raw materials, services like banking
• Selling concept
–Supply greater than demand
–Aggressive selling techniques
–Buyer’s market
–Examples: energy, insurances, mobile phone subscription
• Marketing concept
–Increase in buying power and competition
–Focus on the customer
–Adapting to changes in the market
–Integrated approach to marketing activities
–Examples: Toyota, Unilever, IKEA, L’Oréal
• Societal marketing concept
–Balance interest consumer, company and society
–Influence of action groups like Human Rights Watch,
Greenpeace
–Examples: Body Shop, Kuoni, new Feyenoord stadium
New marketing landscape:
• Sustainability
–Issues around deforestation, CO2 emission, energy resources,
mobility, re-usable packaging etc.
• On-line versus off-line marketing
–e-Marketing
• Globalisation
• Business Ethics & Corporate Social Responsibility (CSR)
• Consumerism
–Protecting consumers from harmful business practices
• Experience Marketing
–Lifestyle, views, values,…
Phillip Kotler – Principles of Marketing, European edition
, MARKETING LECTURES & TRAININGS Q1
TRAINING WK 1
The roles of marketing:
• Research and analyses
• Product development and branding
• Promotion and advertising
• Pricing decisions
• Distribution decisions
• Direct and indirect selling
• Customer service and customer relations
• (Strategic) planning
Marketing as a profession:
• Advertising
• Brand management
• Business-to-business marketing
• Direct-response marketing
• Supply-channel management
• International marketing
• Marketing models and systems analysis
• Marketing research
• New product planning
• Retail management
• Sales and sales management
• Services marketing
Marketing is defined as is the activity, set of
institutions, and processes for creating,
communicating, delivering and exchanging
offerings 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 to capture value from customers in
return.
3 basic marketing principles:
1. Customer-orientation
– Establishing and maintaining long-term customer
relationships
– Focusing on customer needs
2. Organizational integration
– Overall business philosophy
– More than one department and company involved
3. Mutually profitable exchange
– Create value to capture value (“win – win” situation)
Phillip Kotler – Principles of Marketing, European edition
LECTURE WK 1
Marketing is about satisfying customer needs
Marketing is managing customer relationships
Marketing management orientations:
• Production- and product concept
–Efficient manufacturing
–Focusing on quality
–Seller’s market
–Examples: oil, raw materials, services like banking
• Selling concept
–Supply greater than demand
–Aggressive selling techniques
–Buyer’s market
–Examples: energy, insurances, mobile phone subscription
• Marketing concept
–Increase in buying power and competition
–Focus on the customer
–Adapting to changes in the market
–Integrated approach to marketing activities
–Examples: Toyota, Unilever, IKEA, L’Oréal
• Societal marketing concept
–Balance interest consumer, company and society
–Influence of action groups like Human Rights Watch,
Greenpeace
–Examples: Body Shop, Kuoni, new Feyenoord stadium
New marketing landscape:
• Sustainability
–Issues around deforestation, CO2 emission, energy resources,
mobility, re-usable packaging etc.
• On-line versus off-line marketing
–e-Marketing
• Globalisation
• Business Ethics & Corporate Social Responsibility (CSR)
• Consumerism
–Protecting consumers from harmful business practices
• Experience Marketing
–Lifestyle, views, values,…
Phillip Kotler – Principles of Marketing, European edition
, MARKETING LECTURES & TRAININGS Q1
TRAINING WK 1
The roles of marketing:
• Research and analyses
• Product development and branding
• Promotion and advertising
• Pricing decisions
• Distribution decisions
• Direct and indirect selling
• Customer service and customer relations
• (Strategic) planning
Marketing as a profession:
• Advertising
• Brand management
• Business-to-business marketing
• Direct-response marketing
• Supply-channel management
• International marketing
• Marketing models and systems analysis
• Marketing research
• New product planning
• Retail management
• Sales and sales management
• Services marketing
Marketing is defined as is the activity, set of
institutions, and processes for creating,
communicating, delivering and exchanging
offerings 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 to capture value from customers in
return.
3 basic marketing principles:
1. Customer-orientation
– Establishing and maintaining long-term customer
relationships
– Focusing on customer needs
2. Organizational integration
– Overall business philosophy
– More than one department and company involved
3. Mutually profitable exchange
– Create value to capture value (“win – win” situation)
Phillip Kotler – Principles of Marketing, European edition
