Marketing Fundamentals (Verhage)
Excluded chapters 1.5, 1.6, 2.2,2.6 , 3.4, 4.6, 5, 7.3, 7.5-7.7, 8.3-8.6, 13.4, 13.5, 14, 15
CHAPTER 1 | WHAT IS MARKETING
Definition of Marketing
all activities that create value and lead to increased sales, a desired response, establish a good
reputation or ongoing relationships with (potential) customers
Marketing Mix: product, price, promotion, distribution & personnel
Differences between selling and marketing
Selling = trying to get rid of what you have on the shelves
Marketing = making sure that what you have on the shelves is what the customer wants
shift from “selling & telling” to relationship building
Levels of marketing
Macro marketing
system a society has developed to arrange the exchange of goods
Meso marketing
level of the supply chain
collaborating organizations that each add value to product on way to consumer
branch of industry (organizations with similar production techniques & end products)
Micro marketing
marketing of an individual firm
Marketing mindset
Bartering
the time when goods were exchanged for goods
History of marketing
Production Product Selling Marketing Relationship
orientation orientation orientation orientation marketing
1900 1950 2000
demand: cheap, demand: best supply > demand competition value-creation
available products + extras huge sales effort tailoring to based on
products demand customer insight
Trends
digitalization: 100% mobile commerce, multi-device strategy & responsive design
personalization: info overload 1-to-1 targeting + extra services
innovation: offering before customers start to wish for it
co-creation: giving responsibility & creative power to customers, involve in dialogue
internal marketing: organizational culture in line with marketing
privacy issues: data collection & abuse
multichannel use
Excluded chapters 1.5, 1.6, 2.2,2.6 , 3.4, 4.6, 5, 7.3, 7.5-7.7, 8.3-8.6, 13.4, 13.5, 14, 15
CHAPTER 1 | WHAT IS MARKETING
Definition of Marketing
all activities that create value and lead to increased sales, a desired response, establish a good
reputation or ongoing relationships with (potential) customers
Marketing Mix: product, price, promotion, distribution & personnel
Differences between selling and marketing
Selling = trying to get rid of what you have on the shelves
Marketing = making sure that what you have on the shelves is what the customer wants
shift from “selling & telling” to relationship building
Levels of marketing
Macro marketing
system a society has developed to arrange the exchange of goods
Meso marketing
level of the supply chain
collaborating organizations that each add value to product on way to consumer
branch of industry (organizations with similar production techniques & end products)
Micro marketing
marketing of an individual firm
Marketing mindset
Bartering
the time when goods were exchanged for goods
History of marketing
Production Product Selling Marketing Relationship
orientation orientation orientation orientation marketing
1900 1950 2000
demand: cheap, demand: best supply > demand competition value-creation
available products + extras huge sales effort tailoring to based on
products demand customer insight
Trends
digitalization: 100% mobile commerce, multi-device strategy & responsive design
personalization: info overload 1-to-1 targeting + extra services
innovation: offering before customers start to wish for it
co-creation: giving responsibility & creative power to customers, involve in dialogue
internal marketing: organizational culture in line with marketing
privacy issues: data collection & abuse
multichannel use
