Inhoud
Marketing H1 ........................................................................................................................................... 4
Definition of marketing: .......................................................................................................................... 4
The marketing process ............................................................................................................................ 5
Needs want and demands ................................................................................................................... 5
Costumer value and satisfaction ......................................................................................................... 5
Marketing management concepts .......................................................................................................... 6
The production concept: ..................................................................................................................... 6
The product concept ........................................................................................................................... 6
The selling concept .............................................................................................................................. 6
The marketing concept........................................................................................................................ 6
The societal marketing concept .......................................................................................................... 6
Customer relationship management ...................................................................................................... 6
Capturing value from customers ............................................................................................................. 6
Customer relationship groups ................................................................................................................. 7
Chapter 2 ................................................................................................................................................. 7
Characteristics of service marketing ...................................................................................................... 7
Intangibility:......................................................................................................................................... 7
Inseparability: ...................................................................................................................................... 8
Variabilit .............................................................................................................................................. 8
Perishability ......................................................................................................................................... 8
Service profit chain .................................................................................................................................. 8
Three types of marketing ........................................................................................................................ 9
Internal marketing: .............................................................................................................................. 9
Interactive marketing: ......................................................................................................................... 9
External marketing: ............................................................................................................................. 9
Ch6......................................................................................................................................................... 10
Cultural: ............................................................................................................................................. 10
Social factors: .................................................................................................................................... 11
Personal factors: ................................................................................................................................ 11
Psychological factors: ........................................................................................................................ 12
The buyer decision process ................................................................................................................... 12
-Need recognition.............................................................................................................................. 13
-Evaluation of alternatives ................................................................................................................ 13
, -Purchase decision............................................................................................................................. 13
-Post purchase behavior .................................................................................................................... 13
CH8 ........................................................................................................................................................ 14
Marketing steps ..................................................................................................................................... 14
-Market segmentation: ..................................................................................................................... 14
-Geographic segmentation: ............................................................................................................... 14
-Demographic segmentation ............................................................................................................. 14
-Psychographic segmentation: .......................................................................................................... 14
ageRequirements for effective segmentation: ................................................................................. 15
Market targeting ................................................................................................................................... 15
Evaluating marketing segments ........................................................................................................ 15
Selecting market segments ............................................................................................................... 15
Choosing a market coverage strategy ............................................................................................... 16
Marketing positioning ........................................................................................................................... 16
Positioning strategies ........................................................................................................................ 16
Choosing and implementing a positioning strategy .......................................................................... 16
Product differentiation ...................................................................................................................... 16
Choosing the right competitive advantage ....................................................................................... 16
Selecting an overall positioning strategy .......................................................................................... 17
Communicating and delivering the chosen position: ........................................................................ 17
Perceptual mapping .......................................................................................................................... 17
Ch9......................................................................................................................................................... 17
Product levels ........................................................................................................................................ 17
Core product...................................................................................................................................... 17
Facilitating product: .......................................................................................................................... 17
Supporting products: ......................................................................................................................... 17
Augmented product: ......................................................................................................................... 17
Product life cycle (PLC) .......................................................................................................................... 18
Strategies to maintain the growth stage for as long as possible: ..................................................... 19
Strategies to maintain the maturity stage: ....................................................................................... 19
Ways of deleting a product from your menu: ................................................................................... 19
Product development:....................................................................................................................... 20
Ch10....................................................................................................................................................... 20
What is a brand ..................................................................................................................................... 20
BCG portfolio ......................................................................................................................................... 21
1. Internal Marketing............................................................................................................................. 21
,2. The Internal Marketing Process ........................................................................................................ 22
Establishment of a service culture ................................................................................................... 22
Development of a marketing approach to human resources management..................................... 22
Dissemination of marketing information to employees ................................................................... 22
Employee involvement in uniform selection .................................................................................... 22
Ch11....................................................................................................................................................... 23
Factors to consider while setting prices ................................................................................................ 23
Internal factors: ................................................................................................................................. 23
External factors ................................................................................................................................. 23
General pricing approaches .................................................................................................................. 24
Cost based approach ......................................................................................................................... 24
Value based approach ....................................................................................................................... 25
Competition based approach ............................................................................................................ 25
Pricing strategies ................................................................................................................................... 25
- New product pricing strategies ................................................................................................. 25
- Existing product pricing strategies ............................................................................................ 25
CH12 ...................................................................................................................................................... 26
Distribution channel .......................................................................................................................... 26
Distribution channel functions .......................................................................................................... 26
Distribution intensity ......................................................................................................................... 26
Hospitality distribution channels....................................................................................................... 27
Functions of members in channel ..................................................................................................... 27
Channel behavior .............................................................................................................................. 27
Conventional marketing system ........................................................................................................ 27
Vertical marketing system ................................................................................................................. 27
Franchising......................................................................................................................................... 28
Horizontal marketing system ............................................................................................................ 28
Multichannel marketing system ........................................................................................................ 28
Customer relationship management (CRM) ..................................................................................... 28
CH16 ...................................................................................................................................................... 28
Steps in developing communication ................................................................................................. 28
Digital and social media marketing ................................................................................................... 29
Types of online marketing ................................................................................................................. 29
Social Media Marketing ..................................................................................................................... 29
Traditional forms of direct marketing ............................................................................................... 29
Growth strategy Ansoff ......................................................................................................................... 30
,Value positions treacy and wiersema ................................................................................................... 31
USP ESP UBR .......................................................................................................................................... 31
Consumer styles
............................................................................................................................................................... 32
Marketing H1
Definition of marketing:
Marketing is the process by which companies create value for costumers and build strong customer
relationships in order to capture value from costumers in return.
,The marketing process
In the first 4 steps, companies work to understand costumers, create customer value and build
strong relationships so in the final step they can get the rewards of creating superior customer value.
Needs want and demands
Need: a state of felt deprivation in a human. From food to prestige, recognition and fame.
Want: The form that a human need takes when shaped by culture and individual personality. You are
hungry so you Need food but Want hamburger fries’ pizza, while in India they want rice yams and
pork.
Demands: People have unlimited wants but limited resources, they choose products that produce
the most satisfaction with their money. Demand (vraag) is the quantity of consumers who are willing
and able to buy products at various prices during a given period of time. Demand for any commodity
implies the consumers' desire to acquire the good, the willingness and ability to pay for it.
Costumer value and satisfaction
Customer value: The difference between the benefits that the customer gains from owning and or
using a product and the costs of obtaining the product. Totaal van de voordelen die een
leverancier belooft dat een klant zal ontvangen in ruil voor de bijbehorende betaling van de klant.
Nonmonetary cost: Time, effort
Customer expectation: Expectations based on past buying experiences, the opinion of friends, and
market information. If you set expectations too low, you might satisfy the customers that you have
already got, but you won’t attract new ones easily. If you set the expectations too high, buyers will
be dissatisfied.
Customer satisfaction: The extent to which a products perceived performance matches a buyer’s
expectation.
, Marketing management concepts
The production concept: Consumers will favor products that are available and very affordable,
therefore management should focus on production and distribution efficiently. (Balcony example)
Businesses and companies don’t give any importance to the needs and wishes of customers in terms
of updating their products. This strategy may work in the environment of economies of scale where
businesses are growing and expanding. If businesses start focusing on customer and quality products,
they can’t do the mass-scale production
The product concept: Consumers will favor
products that offer the most in quality, performance,
and innovative features. The marketing strategy
focuses on making continuous product improvements.
This is dangerous because the consumers’ needs
might change, leaving you with a perfect product
nobody wants anymore.
The selling concept: Holds that consumers will not
buy enough of the organizations product unless they
undertake a large selling and promotion effort. The
aim is to get every possible sale and not looking at
satisfaction or the revenue. This concept does not
create a long-term relation with a customer since the
focus is on selling as much as possible and not looking
at the needs of the buyer.
The marketing concept: The marketing concept is the use of marketing data to focus on the
needs and wants of customers in order to develop marketing strategies that not only satisfy the
needs of the customers but also the accomplish the goals of the organization by delivering
satisfaction more effectively than the competitors.
The societal marketing concept: The
marketing concept but more focused on the long
run. Maintaining or improving both the customer
and societies well-being.
Customer relationship management
CRM: The overall process of building and
maintaining profitable customer relationships by
delivering superior customer value and satisfaction. (Acquiring, engaging, and growing customers.)
Capturing value from customers
Lifetime value: If you lose a customer, you lose the stream of purchases the customer would have
made over their entire life. (Supermarket example)
Marketing H1 ........................................................................................................................................... 4
Definition of marketing: .......................................................................................................................... 4
The marketing process ............................................................................................................................ 5
Needs want and demands ................................................................................................................... 5
Costumer value and satisfaction ......................................................................................................... 5
Marketing management concepts .......................................................................................................... 6
The production concept: ..................................................................................................................... 6
The product concept ........................................................................................................................... 6
The selling concept .............................................................................................................................. 6
The marketing concept........................................................................................................................ 6
The societal marketing concept .......................................................................................................... 6
Customer relationship management ...................................................................................................... 6
Capturing value from customers ............................................................................................................. 6
Customer relationship groups ................................................................................................................. 7
Chapter 2 ................................................................................................................................................. 7
Characteristics of service marketing ...................................................................................................... 7
Intangibility:......................................................................................................................................... 7
Inseparability: ...................................................................................................................................... 8
Variabilit .............................................................................................................................................. 8
Perishability ......................................................................................................................................... 8
Service profit chain .................................................................................................................................. 8
Three types of marketing ........................................................................................................................ 9
Internal marketing: .............................................................................................................................. 9
Interactive marketing: ......................................................................................................................... 9
External marketing: ............................................................................................................................. 9
Ch6......................................................................................................................................................... 10
Cultural: ............................................................................................................................................. 10
Social factors: .................................................................................................................................... 11
Personal factors: ................................................................................................................................ 11
Psychological factors: ........................................................................................................................ 12
The buyer decision process ................................................................................................................... 12
-Need recognition.............................................................................................................................. 13
-Evaluation of alternatives ................................................................................................................ 13
, -Purchase decision............................................................................................................................. 13
-Post purchase behavior .................................................................................................................... 13
CH8 ........................................................................................................................................................ 14
Marketing steps ..................................................................................................................................... 14
-Market segmentation: ..................................................................................................................... 14
-Geographic segmentation: ............................................................................................................... 14
-Demographic segmentation ............................................................................................................. 14
-Psychographic segmentation: .......................................................................................................... 14
ageRequirements for effective segmentation: ................................................................................. 15
Market targeting ................................................................................................................................... 15
Evaluating marketing segments ........................................................................................................ 15
Selecting market segments ............................................................................................................... 15
Choosing a market coverage strategy ............................................................................................... 16
Marketing positioning ........................................................................................................................... 16
Positioning strategies ........................................................................................................................ 16
Choosing and implementing a positioning strategy .......................................................................... 16
Product differentiation ...................................................................................................................... 16
Choosing the right competitive advantage ....................................................................................... 16
Selecting an overall positioning strategy .......................................................................................... 17
Communicating and delivering the chosen position: ........................................................................ 17
Perceptual mapping .......................................................................................................................... 17
Ch9......................................................................................................................................................... 17
Product levels ........................................................................................................................................ 17
Core product...................................................................................................................................... 17
Facilitating product: .......................................................................................................................... 17
Supporting products: ......................................................................................................................... 17
Augmented product: ......................................................................................................................... 17
Product life cycle (PLC) .......................................................................................................................... 18
Strategies to maintain the growth stage for as long as possible: ..................................................... 19
Strategies to maintain the maturity stage: ....................................................................................... 19
Ways of deleting a product from your menu: ................................................................................... 19
Product development:....................................................................................................................... 20
Ch10....................................................................................................................................................... 20
What is a brand ..................................................................................................................................... 20
BCG portfolio ......................................................................................................................................... 21
1. Internal Marketing............................................................................................................................. 21
,2. The Internal Marketing Process ........................................................................................................ 22
Establishment of a service culture ................................................................................................... 22
Development of a marketing approach to human resources management..................................... 22
Dissemination of marketing information to employees ................................................................... 22
Employee involvement in uniform selection .................................................................................... 22
Ch11....................................................................................................................................................... 23
Factors to consider while setting prices ................................................................................................ 23
Internal factors: ................................................................................................................................. 23
External factors ................................................................................................................................. 23
General pricing approaches .................................................................................................................. 24
Cost based approach ......................................................................................................................... 24
Value based approach ....................................................................................................................... 25
Competition based approach ............................................................................................................ 25
Pricing strategies ................................................................................................................................... 25
- New product pricing strategies ................................................................................................. 25
- Existing product pricing strategies ............................................................................................ 25
CH12 ...................................................................................................................................................... 26
Distribution channel .......................................................................................................................... 26
Distribution channel functions .......................................................................................................... 26
Distribution intensity ......................................................................................................................... 26
Hospitality distribution channels....................................................................................................... 27
Functions of members in channel ..................................................................................................... 27
Channel behavior .............................................................................................................................. 27
Conventional marketing system ........................................................................................................ 27
Vertical marketing system ................................................................................................................. 27
Franchising......................................................................................................................................... 28
Horizontal marketing system ............................................................................................................ 28
Multichannel marketing system ........................................................................................................ 28
Customer relationship management (CRM) ..................................................................................... 28
CH16 ...................................................................................................................................................... 28
Steps in developing communication ................................................................................................. 28
Digital and social media marketing ................................................................................................... 29
Types of online marketing ................................................................................................................. 29
Social Media Marketing ..................................................................................................................... 29
Traditional forms of direct marketing ............................................................................................... 29
Growth strategy Ansoff ......................................................................................................................... 30
,Value positions treacy and wiersema ................................................................................................... 31
USP ESP UBR .......................................................................................................................................... 31
Consumer styles
............................................................................................................................................................... 32
Marketing H1
Definition of marketing:
Marketing is the process by which companies create value for costumers and build strong customer
relationships in order to capture value from costumers in return.
,The marketing process
In the first 4 steps, companies work to understand costumers, create customer value and build
strong relationships so in the final step they can get the rewards of creating superior customer value.
Needs want and demands
Need: a state of felt deprivation in a human. From food to prestige, recognition and fame.
Want: The form that a human need takes when shaped by culture and individual personality. You are
hungry so you Need food but Want hamburger fries’ pizza, while in India they want rice yams and
pork.
Demands: People have unlimited wants but limited resources, they choose products that produce
the most satisfaction with their money. Demand (vraag) is the quantity of consumers who are willing
and able to buy products at various prices during a given period of time. Demand for any commodity
implies the consumers' desire to acquire the good, the willingness and ability to pay for it.
Costumer value and satisfaction
Customer value: The difference between the benefits that the customer gains from owning and or
using a product and the costs of obtaining the product. Totaal van de voordelen die een
leverancier belooft dat een klant zal ontvangen in ruil voor de bijbehorende betaling van de klant.
Nonmonetary cost: Time, effort
Customer expectation: Expectations based on past buying experiences, the opinion of friends, and
market information. If you set expectations too low, you might satisfy the customers that you have
already got, but you won’t attract new ones easily. If you set the expectations too high, buyers will
be dissatisfied.
Customer satisfaction: The extent to which a products perceived performance matches a buyer’s
expectation.
, Marketing management concepts
The production concept: Consumers will favor products that are available and very affordable,
therefore management should focus on production and distribution efficiently. (Balcony example)
Businesses and companies don’t give any importance to the needs and wishes of customers in terms
of updating their products. This strategy may work in the environment of economies of scale where
businesses are growing and expanding. If businesses start focusing on customer and quality products,
they can’t do the mass-scale production
The product concept: Consumers will favor
products that offer the most in quality, performance,
and innovative features. The marketing strategy
focuses on making continuous product improvements.
This is dangerous because the consumers’ needs
might change, leaving you with a perfect product
nobody wants anymore.
The selling concept: Holds that consumers will not
buy enough of the organizations product unless they
undertake a large selling and promotion effort. The
aim is to get every possible sale and not looking at
satisfaction or the revenue. This concept does not
create a long-term relation with a customer since the
focus is on selling as much as possible and not looking
at the needs of the buyer.
The marketing concept: The marketing concept is the use of marketing data to focus on the
needs and wants of customers in order to develop marketing strategies that not only satisfy the
needs of the customers but also the accomplish the goals of the organization by delivering
satisfaction more effectively than the competitors.
The societal marketing concept: The
marketing concept but more focused on the long
run. Maintaining or improving both the customer
and societies well-being.
Customer relationship management
CRM: The overall process of building and
maintaining profitable customer relationships by
delivering superior customer value and satisfaction. (Acquiring, engaging, and growing customers.)
Capturing value from customers
Lifetime value: If you lose a customer, you lose the stream of purchases the customer would have
made over their entire life. (Supermarket example)
