Marketing and sales - Theme

Learn, study and share

Summaries, study notes, tips and tools for studying marketing and sales

What is marketing?

Marketing, a dynamic field of study, focuses on the creation, communication, and delivery of value to customers. It's essentially the bridge between understanding what consumers want and need, and ensuring a product or service effectively fulfills those desires.

What are the main features of marketing?

Core Focus: Marketing centers on understanding consumer behavior, developing strategies to promote products or services, and creating a positive brand image. It involves a range of activities, from market research and product development to pricing, advertising, and customer relationship management.
Key Features: Marketing is a blend of creativity and analytical thinking. It requires an understanding of human psychology, economic principles, and the ever-evolving digital landscape. Effective marketing is data-driven, constantly adapting to changing consumer preferences and market trends.
The Broader Scope: Marketing isn't limited to traditional advertising. It encompasses a wide range of activities, including social media marketing, content marketing, search engine optimization (SEO), public relations, and even product packaging design.

What are important sub-areas of marketing?

Marketing isn't monolithic. It branches out into distinct sub-areas, each with its own focus:

Product Marketing: This sub-area focuses on developing, launching, and managing a product's lifecycle within the market. It involves everything from product positioning and branding to pricing strategies.
Consumer Marketing: Here, the emphasis is on understanding customer needs and preferences. Consumer marketing professionals develop strategies to reach target audiences and encourage them to purchase products or services.
Digital Marketing: In today's digital age, this sub-area is crucial. It encompasses online advertising, social media marketing, content marketing, and search engine optimization (SEO) strategies for reaching consumers through digital channels.
Brand Marketing: Building and managing a strong brand identity is essential for any organization. Brand marketing focuses on creating a consistent brand message and image across all marketing channels.
Public Relations (PR): PR professionals manage the public image of an organization and build relationships with key stakeholders. Public relations often work hand-in-hand with marketing campaigns.

What are key concepts of marketing?

Marketing success hinges on a set of core concepts:

Market Research: Understanding your target audience is paramount. Market research helps identify customer needs, preferences, and buying behaviors.
Marketing Mix (4Ps): This framework (Product, Price, Place, Promotion) is a cornerstone of marketing strategy. It helps determine the right combination of elements to reach your target market effectively.
Customer Relationship Management (CRM): Building strong relationships with customers fosters loyalty and repeat business. CRM strategies focus on providing excellent customer service and fostering positive interactions.
Segmentation & Targeting: Not all customers are created equal. This concept involves dividing your target market into distinct segments based on shared characteristics and tailoring marketing strategies to each segment.

Who are influential figures in marketing?

Several marketing giants have left their mark, shaping marketing practices today:

Philip Kotler: Known as the "Father of Modern Marketing," Kotler emphasized the importance of understanding customer needs and building strong brand relationships.
E. Jerome McCarthy: McCarthy introduced the Marketing Mix (4Ps) framework, providing a practical approach to marketing strategy development.
Al

Access:

Public

536 keer gelezen

What is marketing management?

Marketing management equips you with the knowledge and skills to oversee an organization's marketing efforts. It encompasses everything from understanding customer needs and developing marketing strategies to creating and executing marketing campaigns that achieve organizational goals.

What are main features of marketing management?

Customer Focus: Marketing management centers around understanding customer needs, wants, and behaviors to develop marketing strategies that resonate with them.
Market Analysis: Involves researching and analyzing the competitive landscape, target markets, and broader market trends to inform marketing decisions.
Marketing Mix (4Ps): A framework for making marketing decisions that considers product, price, place (distribution), and promotion.
Strategic Planning: Developing a comprehensive marketing plan that aligns with the organization's overall business objectives.

What are important sub-areas of marketing management?

Product Marketing: Focuses on developing, launching, and managing a product or service portfolio that meets customer needs and achieves business goals.
Pricing Strategy: Determining the optimal price for products or services to maximize profitability and market competitiveness.
Brand Management: Creating, managing, and protecting a brand's reputation and image in the marketplace.
Marketing Communications: Developing and implementing communication strategies to reach target audiences and promote products or services. This includes advertising, public relations, social media marketing, and content marketing.
Sales Management: Leading and motivating the sales team to achieve sales goals and build customer relationships.

What are key concepts in marketing management?

Customer Lifetime Value (CLV): The total revenue a customer is expected to generate over their relationship with a business.
Marketing Segmentation: Dividing a market into distinct groups of customers with similar needs or characteristics.
Marketing ROI (Return on Investment): The measurement of the return on investment for marketing activities.
Brand Positioning: The way a brand is perceived by customers relative to its competitors.

Who are influential figures in marketing management?

Philip Kotler: Considered the "father of modern marketing," Kotler is known for his work on marketing mix, marketing management theory, and social marketing.
Al Ries and Jack Trout: Pioneers of positioning theory, they emphasized the importance of differentiating a brand's position in the customer's mind.
Theodore Levitt: Marketing scholar who advocated for a market-oriented approach, focusing on customer needs rather than products.

Why is marketing management important?

Increased Sales and Profitability: Effective marketing helps businesses attract new customers, retain existing ones, and ultimately drive sales and profitability.
Brand Awareness and Reputation: Marketing helps build brand awareness, create a positive brand image, and establish brand loyalty.
Competitive Advantage: A strong marketing strategy can differentiate a business from its competitors and give it a competitive edge.
Understanding Customer Needs: Marketing research and analysis provide valuable insights into customer needs and preferences, which can inform product development, pricing strategies, and overall business decisions.

What are applications of marketing management in practice?

Market Research: Conducting surveys, focus groups, and competitor analysis to understand customer needs and market trends.
Developing Marketing Plans: Creating a roadmap that outlines marketing goals, target audiences, strategies, and tactics.
Managing Marketing Campaigns: Developing and executing marketing

Access:

Public

561 keer gelezen

What is sales?

Sales, as a field of study, delves into the strategies and techniques used to convince customers to purchase goods or services. It's a blend of art and science, requiring an understanding of human psychology, communication skills, and the ability to build relationships.

What are the main features of sales?

Understanding Customer Needs: Effective salespeople identify and address the specific needs and wants of their customers.
Building Relationships: Sales success hinges on fostering trust and rapport with potential customers.
Communication and Persuasion: Persuading customers involves clear communication, highlighting product benefits, and addressing concerns.
Negotiation and Closing Deals: Negotiating terms and closing deals are crucial skills for salespeople.

What are important sub-areas in sales?

Business-to-Business (B2B) Sales: Focuses on selling products or services to other businesses.
Business-to-Consumer (B2C) Sales: Deals with selling directly to individual consumers.
Social Selling: Utilizes social media platforms to connect with potential customers and build relationships.
Solution Selling: Emphasizes identifying a customer's problem and presenting your product or service as the solution.
Digital Sales: Leverages online channels like email marketing and e-commerce platforms to reach customers.

What are key concepts in sales?

Sales Funnel: A framework depicting the customer journey, from initial awareness to purchase decision.
Value Proposition: A clear and concise statement highlighting the benefits a product or service offers to the customer.
Customer Relationship Management (CRM): Strategies for managing interactions with customers and building long-term relationships.
Objection Handling: Effectively addressing customer concerns and objections to move forward with a sale.
Sales Pitch: A persuasive presentation that highlights the product or service's benefits and convinces the customer to buy.

Who are influential figures in sales?

Elmer Wheeler: Pioneered "Tested Selling Techniques," emphasizing the psychology of persuasion in sales.
Zig Ziglar: Motivational speaker and author who promoted the importance of positive attitude and building relationships in sales.
Jill Konrath: A sales strategist who emphasizes the need for consultative selling, focusing on understanding customer needs.
Neil Rackham: Developed the SPIN Selling methodology, a framework for asking strategic questions to uncover customer needs.
Jeffrey Gitomer: A sales trainer who advocates for a customer-centric approach and building trust in the sales process.

Why is sales important?

Drives Business Growth: Effective sales generate revenue and fuel business expansion.
Connects Businesses with Customers: Sales bridge the gap between what companies offer and what customers need.
Develops Communication and Negotiation Skills: Sales training sharpens communication, persuasion, and negotiation abilities, valuable assets in any career.
Provides Career Opportunities: Sales offers diverse career paths with high earning potential for skilled individuals.

What are applications of sales in practice?

Direct Sales: Selling products directly to consumers through face-to-face interactions or demonstrations.
Retail Sales: Working in retail stores and assisting customers with product selection and purchases.
Telemarketing and Inside Sales: Contacting potential customers by phone or email to generate leads and close deals.
Account Management: Building long-term relationships with key clients and managing their ongoing sales needs.
Sales Management: Leading and coaching sales teams to achieve targets and improve performance.

Access:

Public

841 keer gelezen

Communication and marketing: The best textbooks summarized

Summaries and study assistance with Communication and marketing

Table of content

English:

Summary with the book: Principles of Marketing by Kotler and Armstrong - 18th edition
Summary with the book: The Psychology of Advertising by Fennis and Stroebe - 3rd edition
Summary with the book: Influence: Science and Practice by Cialdini - 5th edition
Summary with the book: Strategic Market Management by Aaker and McLoughlin - 1st edition
Summary with the book: Cross-Cultural Management by Thomas and Peterson - 4th edition
Summary with the book: Global Marketing van Hollensen
Summary with the book: Marketing Research, an applied approach by Malhotra
Summary with the book: Critical thinking: A concise guide by Bowell and Kemp - 4th edition
Summary with the book: Marketing Management with MyMarketingLab by Kotler and Keller - Global Edition

Dutch:

Communicatie en marketing: De beste studieboeken samengevat

Supporting content:

Summary of Principles of Marketing by Kotler and Armstrong: 18th edition

Summaries per chapter with the 3rd edition of The Psychology of Advertising by Fennis & Stroebe

Summaries per chapter with the 5th edition of Influence: Science and Practice by Cialdini

Book summary Strategic Market Management - Aaker & McLoughlin - 1st edition

Summary of the 4th edition of Cross-Cultural Management by Thomas and Peterson

Summary Global Marketing (Hollensen)

Summary: Marketing Research, an applied approach by Malhotra

Critical thinking: A concise guide by Bowell & Kemp (4th edition) - a summary

Summary with Marketing Management with MyMarketingLab: Global Edition by Kotler and Keller

Communicatie en marketing: De beste studieboeken samengevat

Access:

Public

560 keer gelezen

Communication and marketing: The best concepts summarized

Table of content

Marketing
Marketing management
Communication
Communication sciences
International communication
Intercultural communication
Sales
Media studies
Media sciences

Supporting content:

What is marketing?

What is marketing management?

What is communication?

What is communication sciences?

What is international communication?

What is intercultural communication?

What is sales?

What is media studies?

What is media sciences?

Access:

Public

996 keer gelezen

SPOTLIGHT

Marketing: summaries of legendary standard works, literature and manuals

Summary Organizational Behavior by Robbins and Judge

Chapter 1: What is Organizational Behavior?
Chapter 2: Foundations of Individual Behavior
Chapter 3: Attitudes and Job Satisfaction
Chapter 4: Personality and Values
Chapter 5: Perception and Individual Decision Making
Chapter 6: Motivation Concepts
Chapter 7: Motivation - applications
Chapter 8: Emotions and moods
Chapter 9: Foundations of Group Behavior
Chapter 10: Understanding work teams
Chapter 11: Communication
Chapter 12: Leadership
Chapter 13: Contemporary Issues in Leadership
Chapter 14: Power and Politics
Chapter 15: Conflict and negotiation
Year of summary?
Recent editions and summaries?
More study notes and exam tests for Organizational Behavior?

Chapter 1: What is Organizational Behavior?

Being a good manager requires strong interpersonal skills, as communication is crucial, as one must manage different types of resources: people, money, and time in order to achieve specific goals.

A Manager’s Four Main Functions

Planning function refers to setting goals, creating strategies, and preparation of plans that make different activities work coherently and effectively.

Organising function concerns tasks identification and division, assignment of tasks to individuals, setting reporting and decision- making systems.

Leading function relates to motivating workers and directing others’ actions, choosing communication canals and solving conflicts.

Controlling function refers to controlling others’ work outcomes and checking whether everything is being done as planned; and when necessary undertaking corrective actions.

Management roles

They can be divided into 3 main categories: interpersonal roles, informational roles and decisional roles. The concept was developed by Henry Mintzberg and is called Mintzberg’s Managerial Roles (below).

ROLE	DESCRIPTION
Interpersonal	Roles which involve ceremonial/symbolic duties
Figurehead	Symbolic head, needs to perform duties of social/legal nature
Leader	Motivates and directs employees
Liaison	Maintains a network of outside contacts
Informational	Collection and dissemination of information
Monitor	Receives information, serves as nerve centre of internal and external information
Disseminator	Transmits information from outsiders to the organisation’s members
Spokesperson	Transmits information about the organisation to outside parties
Decisional	Refers to making choices
Entrepreneur	Analyses the organisation and its environment for opportunities and initiates projects to bring about change
Disturbance handler	Undertakes corrective actions in case of problems
Resource allocator	Makes or approves important organizational decisions
Negotiator	Represents the organization

Supporting content:

Summary with the 14th edition of Essentials of Organizational Behavior by Robbins & Judge

The Robbins & Judge Bundle: summaries and study notes for Essentials of Organizational Behavior

BulletPoints Organizational Behavior Robbins & Judge

Examtests with the 14th edition of Essentials of Organizational Behavior - Robbins & Judge

Access:

Public

List of important terms for Global Marketing: a decision-oriented approach

List of important terms and definitions for Global Marketing

Chapter 1: International marketing within the firm
Chapter 4: Establishing international competitiveness
Chapter 6: Economics and politics
Chapter 7 &8: External sociocultural forces & Selection of the international market
Chapter 9: Choice of entry mode
Chapter 10: Export modes
Chapter 11: Intermediate entry modes
Chapter 14: Product
Chapter 15: Price
Chapter 16: Place
Chapter 17: Promotion
Chapter 19: The control and organization of the global market

Chapter 1: International marketing within the firm

Customer experience. The use of products in combination with services to engage the individual customer in a way that creates a memorable event. This can be characterized into one of the four groups: entertainment, educational, aesthetic or escapist.

Deglobalization. Moving away from the globalization trends and regarding each market as special, with his own economy, culture and religion.

Economies of scale. Accumulated volume in production, resulting lower cost price per unit.

Economies of scope. Reusing a resource from one business or country into another business or country.

Globalization. Reflects the trend of firms buying, developing, producing and selling products and services on a worldwide base.

Global integration. Recognizing the similarities between international markets and integrating them into the overall global strategy.

Global marketing. The commitment of the firm to coordinate its marketing activities across national boundaries in order to find and satisfy global customers.

Glocalization. The development and selling of products or services intended for the global market, but adapted to suit local culture and behaviour.

Internationalization. Doing business in many countries of the world, but often limited to a certain region like Europe.

LSEs Firms with more than 250 employees. Large Scale Enterprises.

Market responsiveness. Responding to each market's needs and wants.

SMEs. Small and medium sized enterprises. Companies with fewer than 50 employees are small enterprises. Companies with less than 250 employees are medium enterprises.

Value chain. A categorization of the firm's activities providing value for the customers and profit for the company.

Value networks. The formation of several firm's value chains into a network, where each company contributes a small part to the total value chain.

Value shops. A model for solving problems in a service environment. Value created by mobilizing resources and deploying them to solve a specific customer problem.

Virtual value chain. An extension of the conventional value chain, where the information processing itself can create value for customers.

Chapter 4: Establishing international competitiveness

Blue oceans. The unserved market, where competitors are not yet structured and the market is unknown. It's about avoiding head to head competition.

Competences. Combination of different resources into capabilities and later competences being something that the firm is really good at.

Competitive benchmarking. A technique for assessing relative marketplace

Supporting content:

Marketing: summaries of legendary standard works, literature and manuals

Marketing and sales - Theme

Access:

Public

Summary Global Marketing (Hollensen)

Chapter 1: International marketing within the firm
Chapter 4: Establishing international competitiveness
Chapter 6: Economics and politics
Chapter 7: External sociocultural forces
Chapter 8: Selection of the international market
Chapter 9: Choice of entry mode
Chapter 10: Export modes
Chapter 11: Intermediate entry modes
Chapter 14: Product
Chapter 15: Price
Chapter 16: Place
Chapter 17: Promotion
Chapter 19 : The control and organization of the global market
Year of summary

Chapter 1: International marketing within the firm

We are entering a new phase of globalisation in which an ultimate model for success does not exist and whereby companies from every part of the world compete. This chapter contains an introduction to globalization. We will discuss the process of developing the global marketing plan, the two main types of enterprises, the development of the concept of global marketing, global integration and market responsiveness, the value chain and global experimental marketing.

Globalisation: the trend of companies buying, developing, producing and selling products and services in most countries and regions of the world. It increases the companies’ competitiveness and facilitates innovation.

Internationalisation: doing business in many countries of the world, but often limited to a certain region, e.g. Europe. It is unlikely to be successful unless the company prepares in advance.

The process of developing the global marketing plan contains the decision whether to internationalize, deciding which markets to enter, deciding on the Market entry strategy, designing the global marketing programme and implementing and coordinating the global marketing plan.

There are two types of enterprises:

LSEs (Large Scale Enterprises): firms with more than 250 employees. Comprise 1% of all firms.
SMEs (Small and Medium-sized Enterprises): small firms have fewer than 50 employees; medium firms have fewer than 250 employees. Comprise 99% of all firms.

There are a few main qualitative differences between marketing and management style in SMEs and LSEs:

Resources:

Financial: SMEs have a lack of financial resources due to limited equity.
Business education/specialist expertise: SMEs have a lack of specialist expertise because managers are untrained in formal business disciplines.

Additionally, SMEs managers do not have knowledge about global marketing expertise. Therefore, the owners of SMEs are often closely involved with the firm’s processes.

Formation of strategy/decision-making processes: both the intended (or deliberate) strategy and the emergent strategy result in the realized strategy of a firm, Figure 1.3. LSEs mainly use the intended strategy and SMEs mainly use the emergent strategy. LSEs also use the approach logical incrementalism, Figure 1.4. They implement small adjustments, and when it is proved that they are successful further development of the strategy takes place. If the environmental change moves apart from the changes

Supporting content:

Marketing: summaries of legendary standard works, literature and manuals

Access:

Public

Summary: A Framework for Marketing Management

A. Defining Marketing for the 21st Century
B. Developing Marketing Strategies and Plans
C. Conducting Marketing Research and Forecasting Demand
D. Creating Customer Value, Satisfaction, and Loyalty
E. Analyzing Consumer Markets
K. Designing and Managing Services
L. Developing Pricing Strategies and Programs
M. Designing and Managing Value Networks and Channels
N. Managing Retailing, Wholesaling, and Logistics
P. Managing Mass Communication: Advertising, Sales Promotions, Events,
Q. Managing Personal Communication: Direct Marketing and Personal Selling
R. Introducing New Market Offerings
S. Tapping into Global Markets
T. Managing a Holistic Marketing Organization
Year of summary

A. Defining Marketing for the 21st Century

The new economy is based on the Digital Revolution and the management of information. It is characterized by the Information Age, with promises of more accurate levels of production, more targeted communications, and more relevant pricing.

The old economy, on the other hand, was based on the Industrial Revolution, manufacturing industries, and standardization of products to achieve economies of scale. It is characterized by the Industrial Age, which focused on mass-production and mass-consumption with promises of efficiency.

The new economy has allowed for more capabilities for consumers and companies;

Consumers can now:

Find lowest prices as a consequence of their increase in buying power.
Access a greater variety of available goods and services. (e.g. through Amazon.com)
Access large amounts of information about anything
Interact, place and receive orders easily, 24/7 and from any location.
Compare notes on products and services.

Companies can now:

Operate powerful new information and sales channels to inform and promote their businesses and products.
- e.g. Using Web sites.
Collect fuller and richer information about markets, customers, prospects, and competitors.
Speed up and facilitate internal Communication among employees.
- e.g. Intranet
- e.g. Extranets with suppliers
Communicate with customers and prospects in a “two-way” manner, and have more efficient transactions.
Send ads, coupons, samples, and information to those customers that requested it.
- e.g. Internet, allows for the comparison of prices  improving purchasing
Customize offerings and services to individual customers.
Improve purchasing, recruiting, training, and internal and external communications.
Improve logistics and operations, saving costs and improving accuracy and quality.

These capabilities of consumers and customers create new forces, the question and focus is on how these new forces will change marketing.

Marketing deals with identifying and meeting human social needs; “meeting needs profitably”. Companies are motivated to turn a private or social need into a.....read more

Supporting content:

Marketing: summaries of legendary standard works, literature and manuals

Marketing and sales - Theme

Access:

Public

The Most Common Mistakes Companies Make with Global Marketing by Nataly Kelly - Article

1. Does the company specify its target country?
2. Is the company paying attention to internal data?
3. Are you adapting your sales and marketing channels?
4. Are you adapting the product offering to the new market?
5. Does the local team have the lead?
6. Do you operate bespoke logistics?

1. Does the company specify its target country?

Instead of targeting a region as big as, for example, Asia or Europe, company executives would be wise to specify which Asian country is targeted. Generalising a region would be unwise because customers are likely to identify on a national level. For marketing, bespoke marketing management is the keyword here because cultural norms, local laws, specific business practises and currency are different per country. Market research should be localised and focused on understanding local customer behaviour, market size, local competitors and where the company product can fit in this market matrix.

2. Is the company paying attention to internal data?

For a company to develop a global market strategy there are three important data points to look at:

What is the estimated opportunity available in that (specific) market?
What is the ease of doing business in that market?
What is the level of success already enjoyed in that market?

More often than not companies rely on external date for making decisions. But for question 2 and 3 internal company data is likely to provide a better answer. How much investment creates how many leads? What are the sales cycles? Answers to these questions are better sought within the company, since third-party data sources are not as familiar with the product, brand and customer of the company.

3. Are you adapting your sales and marketing channels?

Every company needs to tailor its channels to the local condition when entering a new market. Whatever might have worked in the home market, might not work abroad. When you are selling through social media, choosing the right platform per country is essential. Twitter might be popular in one country while another country has its own popular social channel. Another example is in countries with high cultural value attached to relationships, it might be wise to sell through local partners such as resellers instead of relying on direct sales methods. Relying in local data an in-country experts is highly recommended.

Access:

Public

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

What is The Principles of Marketing about?

This handbook is the most widely used book on marketing. It provides a solid introduction to what marketing is all about and explains in a complex way how to create value to build and maintain relationships with customers.
The book reflects today's society more than some other books on marketing. It shows how consumers make a product or brand part of their lives and share it with each other in an interactive way.

How is The Principles of Marketing organized?

The book starts with the ten

Summary of Principles of Marketing by Kotler and Armstrong: 18th edition

Summary of Principles of Marketing by Armstrong and Kotler: 16th edition

Summary of Principles of marketing by Kotler: 15th edition

Summary with Marketing Management with MyMarketingLab: Global Edition by Kotler and Keller

Summary Principles of Marketing by Kotler

De Kotler bundel: samenvattingen en studiehulp bij 'The Principles of Marketing' door Kotler en Armstrong- Bunde

1071 keer gelezen

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

Summary of Principles of Marketing by Kotler and Armstrong: 18th edition

Which basic concepts are used in marketing? - Chapter 1
How do strategy and marketing relate to each other in organisations? - Chapter 2
How do micro- and macro-environment affect marketing? - Chapter 3
How do customer insights affect marketing? - Chapter 4
Which factors have an influence on consumer behaviour? - Chapter 5
How do business markets work? - Chapter 6
What does a customer-driven marketing strategy look like? - Chapter 7
How do companies build customer value? - Chapter 8
What is the product life cycle? - Chapter 9
Which strategies can be used for pricing? - Chapter 10
Which strategies can be used for price adjustment? - Chapter 11
Which channels can be used for marketing? - Chapter 12
What is retailing and wholesaling? - Chapter 13
How do companies use communication strategy for marketing? - Chapter 14
Which kinds of advertising and PR exist? - Chapter 15
How can personal selling and sales promotion be used for marketing? - Chapter 16
What are the advantages and challenges of social media and direct marketing? - Chapter 17
What are Porter's competitive positioning strategies? - Chapter 18
Can marketing be used on a global scale? - Chapter 19
What is sustainable marketing? - Chapter 20
More study assistance related to the Principles of Marketing (Kotler)

Which basic concepts are used in marketing? - Chapter 1

What is marketing?

Marketing is the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return. The goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering value and satisfaction.

The marketing process can be explained in five steps. The first four steps in the marketing process creates value for customers. In the final step, the company rewards of its strong customer relationships by capturing value from customers.

What are the five steps in the model of the marketing process for creating and capturing customer value?

Step 1: Understanding the marketplace and customer needs

There are five different core customer and marketplace concepts.

Customer needs, wants and demands. Human needs are states of felt deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
Market offerings are a combination of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services – activities that are essentially intangible. The phenomenon of marketing myopia is

Supporting content:

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

Access:

Public

Summary of Principles of Marketing by Armstrong and Kotler: 16th edition

Chapter A: Basic concepts of marketing
Chapter B: Strategic marketing partners
Chapter C: The marketing environment
Chapter D: Consumer buyer behaviour
Chapter E: Customer-driven strategy
Chapter F: Building customer value
Chapter G: The product life cycle
Chapter H: Pricing strategies
Chapter I: Pricing considerations
Chapter J: Marketing channels
Chapter K: Communications strategy
Chapter L: Advertising and PR
Chapter M: Personal selling
Chapter N: Competitive advantage
Chapter O: Global marketplace
Summaries and study note for all editions of Principles of Marketing by Armstrong and Kotler

Chapter A: Basic concepts of marketing

Understanding the marketplace and customer needs

There are five different core customer and marketplace concepts.

Customer needs, wants and demands. Human needs are states of felt deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
Market offerings are a combinations of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services – activities that are essentially intangible. The phenomenon of marketing myopia is paying more attention to company products, than to the underlying needs of consumers.
Value and satisfaction are key building blocks for customer relationships.
Exchanges are the acts of obtaining a desired object form someone by offering something in return. Marketing consists of actions trying to build an exchange relationship with an audience.
A market is the set of all actual and potential buyers of a product or service. Marketing involves serving a market of final consumers in the face of competitors.

Designing a customer-driven marketing strategy

Marketing management is the art and science of choosing target markets and building profitable relationships with them. The aim is to find, attract, keep and grow the targeted customers by creating and delivering superior customer value. The target audience can be selected by dividing the market into customer segments (market segmentation) and selecting which segments to go after (target marketing). A company must also decide how to serve the targeted audience, by offering a value proposition. A value proposition is the set of benefits or values a company promises.....read more

Supporting content:

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

Access:

Public

Summary of Principles of marketing by Kotler: 15th edition

Chapter 1: Basic concepts of marketing

Simply put, marketing is managing profitable relationships, by attracting new customers by superior value and keeping current customers by delivering satisfaction. Marketing must be understood in the sense of satisfying customer needs. Marketing can be defined as the process by which companies create value for customers and build strong customer relationships to capture value from customers in return. A five-step model of the marketing process will provide the structure of this chapter.
Understanding the marketplace and customer needs
There are five different core customer and marketplace concepts.
1. Customer needs, wants and demands. Human needs are states of felt deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
2. Market offerings are a combinations of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services – activities that are essentially intangible. The phenomenon of marketing myopia is paying more attention to company products, than to the underlying needs of consumers.
3. Value and satisfaction are key building blocks for customer relationships.
4. Exchanges are the acts of obtaining a desired object form someone by offering something in return. Marketing consists of actions trying to build an exchange relationship with an audience.
5. A market is the set of all actual and potential buyers of a product or service. Marketing involves serving a market of final consumers in the face of competitors.
Designing a customer-driven marketing strategy
Marketing management is the art and science of choosing target markets and building profitable relationships with them. The aim is to find, attract, keep and grow the targeted customers by creating and delivering superior customer value. The target audience can be selected by dividing the market into customer segments (market segmentation) and selecting which segments to go after (target marketing). A company must also decide how to serve the.....read more

Supporting content:

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

Access:

Public

Summary with Marketing Management with MyMarketingLab: Global Edition by Kotler and Keller

Chapter 1: Defining marketing for the 21st century
Chapter 2: Developing marketing strategies and plans
Chapter 3: Gathering information and scanning the environment
Chapter 4: Conducting marketing research and forecasting demand
Chapter 5: Creating customer value, satisfaction, and loyalty
Chapter 6: Analyzing business markets
Chapter 7. Analyzing business markets
Chapter 8: Identifying market segments and targets
Chapter 9: Creating brand equity
Chapter 10: Crafting the brand positioning
Chapter 11: Dealing with competition
Chapter 12: Setting product strategy
Chapter 13: Designing and managing services
Chapter 14: Developing pricing strategies and programs
Chapter 15: Designing and managing value networks and channels
Chapter 16: Managing retailing, wholesaling, and logistics
Chapter 17: Designing and managing integrated marketing communications
Chapter 18: Managing mass communications
Chapter 19: Managing personal communications
Chapter 20: Introducing new market offerings
Chapter 21: Tapping into international markets
Chapter 22: Managing a holistic marketing organization
Year of summary and more summaries and study notes for Marketing by Kotler

Chapter 1: Defining marketing for the 21^stcentury

Nowadays economy is based on the Digital Revolution and information management. It promises more accurate levels of production, more targeted communications, and more relevant pricing, and is therefore characterized by the so-called Information Age.

The new economy differs a lot from the old economy, which was based on the Industrial Revolution, manufacturing industries, and standardization of products to achieve economies of scale. The old economy is characterized by the Industrial Age, which focused on mass-production and mass-consumption with a focus on efficiency.

The new economy has provided more capabilities to both consumers and businesses. Consumers can now:

Find the lowest prices, caused by their increase in buying power.
Access a greater variety of available goods and services. (e.g. through Amazon.com)
Access large amounts of information about anything
Interact, place and receive orders easily, 24/7 and from any location.

Compare notes on products and services.

Companies can now operate powerful new information and sales channels to inform the consumer and promote their businesses and products.

e.g. Using Web sites:

Collect fuller and richer information about markets, customers’ needs, prospects, and competitors.
Businesses can speed up and facilitate internal Communication among employees.

e.g. Intranet:

Businesses can now communicate with customers and prospects in a “two-way” manner, and have more efficient transactions.

e.g. Extranets with suppliers:

Send ads, coupons, samples, and information to those customers that requested it.
Customize offerings and services to the needs and wants of individual customers.
Improve purchasing, recruiting, training, and internal and external communications.

e.g. Internet, allows organizations for the comparison of prices, improving purchasing, logistics and operations, saving costs and improving accuracy and.....read more

Supporting content:

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

What is marketing management?

Access:

Public

Summary Principles of Marketing by Kotler

Chapter 1: Basic concepts of marketing

Understanding the marketplace and customer needs

There are five different core customer and marketplace concepts.

Customer needs, wants and demands. Human needs are states of felt deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
Market offerings are a combinations of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services – activities that are essentially intangible. The phenomenon of marketing myopia is paying more attention to company products, than to the underlying needs of consumers.
Value and satisfaction are key building blocks for customer relationships.
Exchanges are the acts of obtaining a desired object form someone by offering something in return. Marketing consists of actions trying to build an exchange relationship with an audience.
A market is the set of all actual and potential buyers of a product or service. Marketing involves serving a market of final consumers in the face of competitors.

Designing a customer-driven marketing strategy

Supporting content:

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

Summary of Principles of Marketing by Kotler and Armstrong: 18th edition

Access:

Public

De Kotler bundel: samenvattingen en studiehulp bij 'The Principles of Marketing' door Kotler en Armstrong- Bunde

Samenvattingen en studiehulp bij 'The Principles of Marketing van Kotler en Armstrong

Waar gaat de 'The Principles of Marketing' over?

Dit handboek is het meest gebruikte boek over marketing. Het geeft een stevige introductie tot wat marketing inhoudt en legt op een begrijpelijke manier uit hoe je waarde kunt creëren om relaties met klanten op te bouwen en te onderhouden.
Het boek reflecteert de huidige samenleving meer dan sommige andere boeken over marketing. Het laat zien hoe consumenten een product of merk onderdeel van hun leven maken en op een interactieve manier met elkaar

Samenvatting van Principles of Marketing van Kotler en Armstrong bij de 18e druk

BulletPointsamenvatting bij de 18e druk van Principles of Marketing van Kotler en Armstrong

Oefententamen bij de 18e druk van Principles of Marketing van Kotler en Armstrong

Samenvatting voor Principes van Marketing van Kotler: 14de druk

Samenvatting Principles of Marketing van Kotler (14e druk)

Begrippenlijst bij de 14e druk van Principles of marketing van Kotler

Boeksamenvatting bij Principes van marketing van Kotler

Samenvatting van Principles of Marketing van Kotler en Armstrong: 6e druk European edition

Artikelsamenvattingen bij artikelen over marketing en communicatie

Artikelsamenvattingen van artikelen over marketing en communicatiewetenschap

The Kotler Bundle: summaries and study notes for The Principles of Marketing by Kotler and Armstrong

8184 keer gelezen

Business and Economics - Theme

Crossroads: activities

Marketing and Sales

Communication & Media

SPOTLIGHT NL

Communicatiewetenschappen en kennisoverdracht: De beste studieboeken samengevat

Samenvattingen en studiehulp bij Communicatiewetenschappen en kennisoverdracht

Inhoudsopgave

Nederlands:

Samenvatting bij het boek: Leren communiceren van Jansen e.a.
Samenvatting bij het boek: Schrijfcodes: schrijf beter, corrigeer sneller van Lohman - 3e druk
Samenvatting bij het boek: Communicatiekaart van Nederland: Overzicht van media en communicatie van Bakker en Scholten
Samenvatting bij het boek: Essentie van communicatie
Samenvatting bij het boek: Essentials of Negotiation van Lewicki - 5e druk
Samenvatting bij het boek: Organisational Communication, approaches and processes van Miller - 6e druk
Samenvatting bij het boek: Communication skills for medicine van Lloyd en Bor - 3e druk
Samenvatting bij het boek: Discourseanalyse, communicatie op de Werkvloer
Samenvatting bij het boek: Origins of human communication van Tomasello
Samenvatting bij het boek: Psychologische gespreksvoering: Een basis voor hulpverlening van Lang en Van der Molen - 18e druk
Samenvatting bij het boek: Recepten voor een Goed Gesprek van Esch e.a. - 1e druk
Samenvatting bij het boek: Understanding arguments van Fogelin - 9e druk
Samenvatting bij het boek: Argumentatie: Inleiding in het analyseren en beoordelen van betogen van Van Eemeren en Henkemans - 6e druk
Samenvatting bij het boek: McQuails Mass Communication theory van McQuail
Samenvatting bij het boek: Interplay: The Process of Interpersonal Communication van Adler
Samenvatting bij het boek: A First Look at Communication Theory van Griffin
Samenvatting bij het boek: Nachtmerrie of Droom: de ROI van Customer Media
Samenvatting bij het boek: Communicatieprofessionals en Ethiek - Morele Communicatievraagstukken in Organisaties van Krabbe
Samenvatting bij het boek: Applying Communication Theory for Professional Life van Dainton en Zelley
Samenvatting bij het boek: Persuasieve Communicatie (DCW3) van Fransen en Van Den Putte
Samenvatting bij het boek: Principes van Marketing van Kotler - 14e druk
Samenvatting bij het boek: Consumentengedrag, de basis van Weber
Samenvatting bij het boek:: Communicatie Handboek
Samenvatting bij het boek: Taal en Taalwetenschap
Samenvatting bij het boek: Marketingcommunicatiestrategie van Floor
Samenvatting bij het boek: Zakelijke communicatie 1 van Janssen
Samenvatting bij het boek: Zakelijke communicatie 2 van Janssen

Engels:

Summary with the book: Critical thinking: A concise guide by Bowell & Kemp - 4th edition
Summary with the book: The Psychology of Advertising by Fennis & Stroebe - 3rd edition

Over Communicatiewetenschappen en kennisoverdracht

Communicatiewetenschappen bestuderen hoe informatie wordt geproduceerd, verspreid en ontvangen, met als doel de processen van menselijke communicatie beter te begrijpen. Kennisoverdracht is een specifiek onderdeel van communicatiewetenschappen en richt zich op hoe kennis en informatie wordt overgedragen van de ene persoon of groep naar de andere, bijvoorbeeld via onderwijs,

Supporting content:

Boeksamenvatting bij Leren communiceren van Jansen e.a.

Boeksamenvatting bij de 3e druk van Schrijfcodes: schrijf beter, corrigeer sneller van Lohman

Boeksamenvatting bij Communicatiekaart van Nederland: Overzicht van media en communicatie van Bakker en Scholten

Samenvatting: Essentie van communicatie

Samenvatting bij de 5e druk van Essentials of Negotiation van Lewicki

Samenvatting bij Organisational Communication, approaches and processes - Miller - 6e druk

Samenvatting bij Communication skills for medicine - Lloyd & Bor - 3e druk

Discourseanalyse, communicatie op de Werkvloer

Samenvatting Origins of human communication (Tomasello)

Samenvattingen per hoofdstuk bij de 18e druk van Psychologische gespreksvoering: Een basis voor hulpverlening van Lang & Van der Molen

Boeksamenvatting bij de 1e druk van Recepten voor een Goed Gesprek van Esch e.a.

Samenvatting bij Understanding arguments van Fogelin - 9e druk

Samenvattingen per hoofdstuk bij de 6e druk van Argumentatie: Inleiding in het analyseren en beoordelen van betogen van Van Eemeren & Snoeck Henkemans

Boeksamenvatting bij McQuails Mass Communication theory van McQuail

Samenvatting Interplay: The Process of Interpersonal Communication (Adler)

Samenvatting A First Look at Communication Theory van Griffin

Samenvatting Nachtmerrie of Droom: de ROI van Customer Media

Samenvatting Communicatieprofessionals en Ethiek - Morele Communicatievraagstukken in Organisaties - Krabbe

Samenvatting Applying Communication Theory for Professional Life (Dainton & Zelley)

Samenvatting Persuasieve Communicatie (DCW3), compiled by Marieke Fransen & Bas van den Putte

Samenvatting voor Principes van Marketing van Kotler: 14de druk

Samenvatting Consumentengedrag, de basis (Weber)

Samenvatting: Communicatie Handboek

Samenvatting: Taal en Taalwetenschap

Samenvatting Marketingcommunicatiestrategie (Floor)

Samenvatting Zakelijke communicatie 1 van Janssen

Samenvatting Zakelijke communicatie 2 van Janssen

Critical thinking: A concise guide by Bowell & Kemp (4th edition) - a summary

Summaries per chapter with the 3rd edition of The Psychology of Advertising by Fennis & Stroebe

Access:

Public

500 keer gelezen

Internationale communicatie en interculturele communicatie: De beste studieboeken samengevat

Samenvattingen en studiehulp bij Internationale communicatie en interculturele communicatie

Inhoudsopgave

Nederlands:

Samenvatting bij het boek: Interculturele Communicatie van Nunez en Popma - 3e druk
Samenvatting bij het boek: McQuails Mass Communication theory van McQuail

Engels:

Summary with the book: Cross-Cultural Management by Thomas and Peterson - 4th edition

Over Internationale communicatie en interculturele communicatie

Internationale communicatie richt zich op de uitwisseling van informatie en ideeën tussen verschillende landen en culturen, vaak met een focus op de rol van media en technologie in deze processen. Interculturele communicatie bestudeert specifiek hoe mensen met verschillende culturele achtergronden met elkaar communiceren, met aandacht voor de uitdagingen en mogelijkheden die hierbij komen kijken

Supporting content:

Summary of the 4th edition of Cross-Cultural Management by Thomas and Peterson

Boeksamenvatting bij de 3e druk van Interculturele Communicatie van Nunez en Popma

Boeksamenvatting bij McQuails Mass Communication theory van McQuail

Access:

Public

378 keer gelezen

Marketing en verkoop: De beste studieboeken samengevat

Samenvattingen en studiehulp bij Marketing en verkoop

Inhoudsopgave

Samenvatting bij het boek: Marktonderzoek van Kooiker
Samenvatting bij het boek: Salesmanagement van Rustenburg en Steenbeek
Samenvatting bij het boek: Persuasieve Communicatie (DCW3), compiled by Marieke Fransen en Bas van den Putte
Samenvatting bij het boek: Grondslagen van de Marketing van Verhage
Samenvatting bij het boek: An Introduction into Marketing and Strategy van Ebbers en Pruppers
Samenvatting bij het boek: Zakelijke communicatie 1 van Janssen
Samenvatting bij het boek: Zakelijke communicatie 2 van Janssen
Samenvatting bij het boek: Marketingcommunicatiestrategie van Floor
Samenvatting bij het boek: Sportsponsoring van Kolijn en Kok
Samenvatting bij het boek: Media en reclame van Moorman e.a.
Samenvatting bij het boek: Consumer Behavior van Hoyer - 5e druk
Samenvatting bij het boek: Principles of Marketing Engineering van Rangaswamy
Samenvatting bij het boek: Essentials of Organizational Behavior van Scandura

Over Marketing en verkoop

Marketing is het proces waarbij je de behoeften en wensen van je doelgroep analyseert om vervolgens producten of diensten te ontwikkelen en te verkopen die aan die behoeften voldoen. Verkoop is een onderdeel van marketing en richt zich specifiek op het daadwerkelijk overtuigen van klanten om een product of dienst aan te schaffen.

Supporting content:

Samenvatting Marktonderzoek (Kooiker)

Samenvatting Salesmanagement (Rustenburg & Steenbeek)

Samenvatting Persuasieve Communicatie (DCW3), compiled by Marieke Fransen & Bas van den Putte

Boeksamenvatting bij Grondslagen van de Marketing van Verhage

Samenvatting An Introduction into Marketing and Strategy (Ebbers & Pruppers)

Samenvatting Zakelijke communicatie 1 van Janssen

Samenvatting Zakelijke communicatie 2 van Janssen

Samenvatting Marketingcommunicatiestrategie (Floor)

Sportsponsoring van Kolijn & Kok

Boeksamenvatting bij Media en reclame van Moorman, Faasse en Neijssens

Boeksamenvatting bij de 5e druk van Consumer Behavior van Hoyer

Boeksamenvatting bij Hoofdstukken 3 en 4 van Principles of Marketing Engineering van Rangaswamy

Samenvattingen en studiehulp bij Essentials of Organizational Behavior van Scandura

Access:

Public

534 keer gelezen

Mediastudies en mediawetenschappen: De beste studieboeken samengevat

Samenvattingen en studiehulp bij Mediastudies en mediawetenschappen

Inhoudsopgave

Samenvatting bij het boek: Mass Communication Theory van Davis en Baran
Samenvatting bij het boek: McQuails Mass Communication theory van McQuail
Samenvatting bij het boek: Media en publiek: Theorieën over media-impact van De Boer en Brennecke
Samenvatting bij het boek: Media en reclame van Moorman e.a.
Samenvatting bij het boek: Media Effects van Potter
Samenvatting bij het boek: Media Ethics: Key Principles for Responsible Practice van Plaisance
Samenvatting bij het boek: Media Psychology van Brewer
Samenvatting bij het boek: Media Studies van Long en Wall
Samenvatting bij het boek: The culture of connectivity van Van Dijck
Samenvatting bij het boek: Film history: an introduction van Thompson en Bordwell
Samenvatting bij het boek: Televisiestudies van Hermes en Reesing
Samenvatting bij het boek: Bastard Culture! How User Participation Transforms Cultural Production van Schaefer
Samenvatting bij het boek: Inleiding Mediacultuur en de geschiedenis van Film
Samenvatting bij het boek: Film, a critical introduction van Pramaggiore en Wallis

Over Mediastudies en mediawetenschappen

Mediastudies onderzoekt de productie, inhoud en effecten van media, zoals televisie, film, sociale media en kranten, op individuen en de maatschappij. Mediewetenschappen richt zich meer op de juridische, economische en ethische aspecten van media, en bestudeert hoe media worden gereguleerd en hoe ze invloed uitoefenen op de publieke opinie en het democratische proces.

Supporting content:

Boeksamenvatting bij de 2005 editie van Mass Communication Theory van Davis en Baran

Boeksamenvatting bij McQuails Mass Communication theory van McQuail

Boeksamenvatting bij Media en publiek: Theorieën over media-impact van De Boer en Brennecke

Boeksamenvatting bij Media en reclame van Moorman, Faasse en Neijssens

Boeksamenvatting bij Media Effects van Potter

Boeksamenvatting bij Media Ethics: Key Principles for Responsible Practice van Plaisance

Boeksamenvatting bij Media Psychology van Brewer

Boeksamenvatting bij Media Studies van Long en Wall

Boeksamenvatting bij The culture of connectivity van Van Dijck

Boeksamenvatting bij Film history: an introduction van Thompson en Bordwell

Boeksamenvatting bij Televisiestudies van Hermes en Reesing

Boeksamenvatting bij Bastard Culture! How User Participation Transforms Cultural Production van Schaefer

Samenvatting Inleiding Mediacultuur en de geschiedenis van Film

Samenvatting Film, a critical introduction (Pramaggiore & Wallis)

Access:

Public

620 keer gelezen

Artikelsamenvattingen van artikelen over marketing en communicatiewetenschap

Customer media in een sociaal medialandschap
Kotler and Borden are not dead: myth of relationship marketing and truth of the 4P’s
Understanding relationship marketing outcomes
Customer magazines: The rise of 'glossies' as brand extensions
A communication-based marketing model for managing relationships
The new marketing equation
Perceived service quality and customer trust: Does enhancing customer's service knowledge matter?
Imagine yourself in the product
Dynamics of customer response to promotional and relational direct mailings from an apparel retailer
Customer magazines: Effects of commerciality on reader's reactions
The converged media imperative
The effectiveness of branded mobile phone apps
The impacts on instructional video advertising on customer purchasing intentions on the internet
The uninvited brand
Creative strategies in social media marketing
Managing brands in the social media environment
Following the fashionable brand
Managing customer experiences in online product communities
Show us you are real

Customer media in een sociaal medialandschap

De vraag is hoe bedrijven, maar ook overheidsorganen en non-profitorganisaties binnen dit medialandschap hun boodschap aan de man kunnen brengen. Marketingcommunicatie op het sociale web vraagt om content die consumenten willen delen en die bijdraagt aan interactie. Via customer media wordt content geleverd die alleen maar werkt wanneer consumenten zich daar vrijwillig aan blootstellen. Er is een groot tussen wetenschap en praktijk over content marketing. Gelukkig wordt er meer onderzoek gedaan dan dat er in Web of Science-genoteerde bladen gepubliceerd wordt.

Werking en effectiviteit van relatiebladen
Onderzoek naar de effectiviteit van relatiebladen komt in drie smaken: onderzoek waarin lezers gevraagd wordt naar hun mening over de bladen die ze lezen; onderzoek waarin het lezen en waarderen van het blad wordt gerelateerd aan de waardering van het merk; en onderzoek waarin ontvangers worden vergeleken met niet-ontvangers. De resultaten van het eerste type onderzoek laten in het algemeen zien dat lezers positief zijn over de relatiebladen die ze ontvangen. Het schaarse onderzoek naar de effectiviteit van relatiebladen wijst dus in de richting van positieve effecten. Het is mogelijk om content te produceren vanuit een marketing- of communicatiedoelstelling die vrijwillig en langdurig geconsumeerd wordt. Een belangrijke vraag is welk type content customer media, ondanks het evidente eigenbelang van de zender, geloofwaardig maakt.

In de vorm van relatiebladen wordt dus al jarenlang content geleverd die precies doet wat nu online onder het label content marketing zo belangrijk wordt gevonden: er wordt gecommuniceerd zonder te verkopen, klanten worden slimmer gemaakt en er zijn aanwijzingen dat dit gunstig is voor degene namens wie het blad wordt verzonden. De vraag is of deze kennis en vaardigheden voldoende zijn om succesvol te opereren binnen een sociaal medialandschap. De bedoeling van een aanwezigheid in sociale media is een rol te spelen in het online gesprek.

Access:

Public

8535 keer gelezen

Marketing Bundles: summaries and study notes for The Netherlands

Boeksamenvatting bij Principes van marketing van Kotler

Samenvatting Principes van marketing (Kotler 2013), deel 1

Samenvatting Principes van marketing (Kotler 2013), deel 2

Samenvatting Principes van marketing (Kotler 2013), deel 3

Boeksamenvatting bij Hoofdstukken 3 en 4 van Principles of Marketing Engineering van Rangaswamy

Hoofdstuk 3 – Segmenteren en targeting
Hoofdstuk 4 – Positionering
Jaargang

Hoofdstuk 3 – Segmenteren en targeting

Klanten verschillen in veel opzichten. Door segmentatie hoeft er geen algemeen programma te zijn voor alle klanten, maar er hoeft ook geen uniek programma te zijn voor elke klant.

Markt segment: een groep van huidige of potentiële klanten waarvan verwacht kan worden dat ze op de zelfde manier reageren op een product of service.

Markt segmentatie: het bedrijfsproces van het vinden van groepen van klanten die gelijk zijn op bepaalde, relevante criteria voor het bedrijf en zijn strategische context, zoals behoeftes, hoe ze een aanbieding waarderen, gedrag, leeftijd, sekse en inkomen. En hoe ze verschillen van andere groepen op deze criteria.

Er zijn drie fundamentele factoren die de mogelijkheid geven voor een bedrijf om een markt succesvol te segmenteren.

Heterogeniteit van de benodigdheden en behoefte van de klant.
Hoewel klanten heterogeen kunnen zijn, moeten ze clusteren in specifieke groepen waarbinnen de behoeften van deze klanten meer vergelijkbaar met die van andere klanten in die groep zijn, dan aan de behoeften van klanten in andere groepen
De totale kosten van het bedienen van een segment moeten gelijk zijn of lager dan de prijs die ze willen betalen.

Segmentatie is de eerste stap in het proces van segmenteren, targeting en positioneren (STP). Segmenteren is groepen klanten maken die dezelfde, behoeftes hebben en hetzelfde reageren. Targeting bepaald welke groep een bedrijf moet proberen te dienen en hoe. Positioneren behandelt hoe goed het aanbod van het bedrijf concurreert met andere aanbiedingen in het beoogde segment.

Voordelen van het STP zijn:

Door te focussen op het tegemoetkomen van de behoeftes van de klant, kan een bedrijf meer waarde leveren voor deze klanten.
Klanten die meer waarde waarnemen bij een specifiek merk, zullen een sterkere voorkeur hebben voor dit merk.
Als een bedrijf goede waarde blijft geven aan de klanten, zullen ze loyaal worden aan het merk. Hierdoor zullen ze hier meer kopen en dit communiceren naar potentiele andere klanten.
Sterke merkloyaliteit kan leiden tot een vergroot marktaandeel en kan een barrière vormen voor concurrenten.
Sterke merkloyaliteit vereist minder marketing resources om marktaandeel te behouden.

Om management vragen te beantwoorden wordt een Marketing Engineering segmentatie model gebruikt. The markt segmenten van het model voldoen idealiter aan drie condities:

Homogeniteit: de mate waarin de potentiële klanten in een segment hetzelfde reageren op marketing variabelen en verschillen van andere groepen klanten.
Parsimony: de mate waarin de segmentatie alle klanten een uniek target zou kunnen maken.
Accesibility: de mate waarin de marketeers segmenten apart kunnen bereiken door observeerbare karakteristieken van het segment.

Segmentatie bestaat uit twee fases:

Fase 1: segmenteer de markt door de basis variabelen (behoeftes van klanten etc.)
Fase 2:

Access:

Public

Begrippenlijst bij de 14e druk van Principles of marketing van Kotler

Hoofdstuk 1 - Marketing
Hoofdstuk 2 - Strategie
Hoofdstuk 3 – De omgeving
Hoofdstuk 4 - Consumenten
Hoofdstuk 5 – Zakelijk koopgedrag
Hoofdstuk 6 – Marketing strategie
Hoofdstuk 7 – Producten, diensten en merken
Hoofdstuk 8 – Ontwikkeling van nieuwe producten
Hoofdstuk 9 - Prijs
Hoofdstuk 10 - Prijsstrategieën
Hoofdstuk 11 - Marketingkanalen
Hoofdstuk 12 - Retail
Hoofdstuk 13 - Communiceren
Hoofdstuk 14 - Adverteren
Hoofdstuk 15 – Persoonlijke verkoop
Hoofdstuk 16 – Directe en online marketing
Hoofdstuk 17 – Competitieve voordelen
Jaar van uitgave

Hoofdstuk 1 - Marketing

- Marketing: Het proces waarbij bedrijven waarde creëren voor consumenten en sterke klantrelaties opbouwen, zodat ze daar waarde terug voor krijgen. Marketing is niet alleen adverteren, maar ook klanten tevreden stellen.

Het simpele model van het marketingproces:

Zie fig.1 in de bijlage voor de illustratie

In de eerste vier stappen wordt er waarde gecreëerd voor de klanten, in de vijfde stap wordt de waarde van de klanten bemachtigd.

Consumenten hebben behoeften (needs), eisen (demands) en hun wil (wants.) Het verschil tussen deze drie is vrij simpel: een persoon heeft behoefte aan eten, maar wil graag een Whopper. Eisen kunnen gesteld worden wanneer de consument de afnemersmacht heeft. Dan verandert de wil in een eis. Bedrijven moeten dit verschil goed begrijpen en hierop inspelen. De behoeften en wensen kunnen beantwoord worden door de aanbiedingen van de markt: producten, diensten, informatie of ervaringen (market offerings.)

- Marketing myopia: De fout om meer aandacht te besteden aan het specifieke product, dan aan de voordelen en ervaringen van dit product. Een onderneming moet een product aanpassen op de behoeften en eisen van klanten.

- Market: Het geheel van de actuele en potentiële kopers van een product of dienst.

Het moderne model van het marketingproces:

Zie fig.2 in de bijlage voor de illustratie

- Marketing management: De kunst en wetenschap van het kiezen van markten en het bouwen van winstgevende relaties.

Een bedrijf moet een doelgroep kiezen, door de markt te verdelen in segmenten (consumentengroepen.) Uit deze segmenten kiest het bedrijf één of meer doelgroepen (target marketing.)

- Waardevoorstel (proposition): De voordelen of waardes die het bedrijf belooft te gaan leveren aan haar klanten.

- Productieconcept: Het idee dat consumenten producten die beschikbaar en goed betaalbaar zijn eerder kiezen. De organisatie moet zich daarom focussen op het verbeteren van de productie en de efficiëntie.

- Productconcept: Het idee dat consumenten producten die de meeste kwaliteit, prestaties en functies bieden eerder kiezen. De organisatie moet zich daarom focussen op het continu verbeteren van het product.

- Selling concept: Het idee dat consumenten een product of dienst niet genoeg kopen, als daar niet genoeg massaproductie en reclame voor is. Dit concept wordt vaak gebruikt voor goederen die consumenten niet zo snel zouden kopen: verzekeringen bijvoorbeeld. Het bedrijf moet de voordelen goed duidelijk maken. Inside-out perspectief.

- Marketing concept: Het behalen van organisatorische.....read more

Supporting content:

De Kotler bundel: samenvattingen en studiehulp bij 'The Principles of Marketing' door Kotler en Armstrong- Bunde

Access:

Public

International Marketing for IB: Summaries, lecture notes and practice exams - UG

This bundle contains Summaries, Lecture Notes and Practice Exams for the course International Marketing for IB, year 1 program at the University of Groningen.

International Marketing - IB - RUG - Lecture Notes

Summaries and study services for International Business Bachelor 1 at the University of Groningen

1255 keer gelezen

How do you get full online access and services on JoHo WorldSupporter.org?

1 - Go to www JoHo.org, and join JoHo WorldSupporter by choosing a membership with online access

2 - Return to WorldSupporter.org and create an account with the same email address

3 - State your JoHo WorldSupporter Membership during the creation of your account, and you can start using the services

You have online access to all free + all exclusive summaries and study notes on WorldSupporter.org and JoHo.org
You can use all services on JoHo WorldSupporter.org (EN/NL)
You can make use of the tools for work abroad, long journeys, voluntary work, internships and study abroad on JoHo.org (Dutch service)

Already an account?

If you already have a WorldSupporter account than you can change your account status from 'I am not a JoHo WorldSupporter Member' into 'I am a JoHo WorldSupporter Member'.

1323 keer gelezen

How to use and find summaries, study notes en practice exams on JoHo WorldSupporter?

Online access to all summaries, study notes en practice exams
Using and finding summaries, study notes en practice exams on JoHo WorldSupporter
Quicklinks to fields of study (main tags and taxonomy terms)

Online access to all summaries, study notes en practice exams

Check out: Register with JoHo WorldSupporter: starting page (EN)
Check out: Aanmelden bij JoHo WorldSupporter - startpagina (NL)

Using and finding summaries, study notes en practice exams on JoHo WorldSupporter

There are several ways to navigate the large amount of summaries, study notes en practice exams on JoHo WorldSupporter.

Starting Pages: for some fields of study and some university curricula editors have created (start) magazines where customised selections of summaries are put together to smoothen navigation. When you have found a magazine of your likings, add that page to your favorites so you can easily go to that starting point directly from your profile during future visits. Below you will find some start magazines per field of study
Use the menu above every page to go to one of the main starting pages
Tags & Taxonomy: gives you insight in the amount of summaries that are tagged by authors on specific subjects. This type of navigation can help find summaries that you could have missed when just using the search tools. Tags are organised per field of study and per study institution. Note: not all content is tagged thoroughly, so when this approach doesn't give the results you were looking for, please check the search tool as back up
Follow authors or (study) organizations: by following individual users, authors and your study organizations you are likely to discover more relevant study materials.
Search tool : 'quick & dirty'- not very elegant but the fastest way to find a specific summary of a book or study assistance with a specific course or subject. The search tool is also available at the bottom of most pages

Do you want to share your summaries with JoHo WorldSupporter and its visitors?

Check out: Why and how to add a WorldSupporter contributions
JoHo members: JoHo WorldSupporter members can share content directly and have access to all content: Join JoHo and become a JoHo member
Non-members: When you are not a member you do not have full access, but if you want to share your own content with others you can fill out the contact form

Quicklinks to fields of study (main tags and taxonomy terms)

Field of study

1604 keer gelezen

How does joining and registering as a JoHo member work?

When you support JoHo...
....then JoHo will support you...
...and together we support worldsupporters and projects
How do you receive free subscription services when insured via JoHo?
How to choose and purchase a JoHo subscription services
Are you able to become a member without an IBAN/SEPA bank account?
What are the rules and guidelines?
What is your JoHo number?

When you support JoHo...

by joining as a JoHo member

By joining JoHo as a member, you support JoHo in all its activities in the areas of international cooperation and talent development
You can become a JoHo member by contributing €5.00 per calendar year

through the purchase of JoHo subscription services

You can obtain JoHo subscription services for €10, €15,00 or €20.00 per calendar year for extra services and discounts

by taking out (travel or health) insurance

By applying for a travel or health insurance via JoHo you do not only support JoHo, but also yourself
You pay less premium and you are able to use the services and discounts of a JoHo subscription for free

....then JoHo will support you...

with choice assistance & advice

concerning work, travel, study, inspiration and emigration

with organization profiles & vacancies

for full time jobs, part time jobs, volunteer work, internships, and work experience positions at home or abroad

with summaries & study support

such as printed and online study books, textbooks, professional literature, exams & practice questions, lecture notes, terms and readers

with discounts on items & gifts

concerning travel, study, work, inspiration and emigration

with discounts on activities & projects

such as air travel, holidays, volunteer work, language courses, and travelling

with discounts on insurances & advice

such as emigration insurances, travel insurances, and health insurances

...and together we support worldsupporters and projects

with personal development via worldsupporter.org and online tools
with international collaborations via projects in Africa, Asia, and South America
with bringing organizations and individuals into contact with each other to make each other stronger, more aware, and to inspire one another

How do you receive free subscription services when insured via JoHo?

Are you a member and do you take out a yearly continuous insurance via JoHo? Then you are able to use the services and discounts of the JoHo subscription for free
How does it work? Become a JoHo member and apply for your travel or health insurance via JoHo. As a JoHo member you will receive the benefits of the JoHo subscription

How to choose and purchase a JoHo subscription services

Purchasing JoHo subscription services

JoHo members can choose to purchase a subscription for choice assistance, advice, discounts, or extra support for JoHo
If you want to purchase subscription services, you are able to do so with the same form as the one to become a JoHo member
If you already are a JoHo member and want to change to, or add, a subscription, please fill out form for changing your membership

How does registering, logging in & creating a password work

As a new JoHo member you automatically receive an online account at joho.org, which you can activate with a link that you will receive in your mailbox

Read more at

FAQ regarding your JoHo accounts on JoHo.org and WorldSupporter

Are you able to become a member without an IBAN/SEPA bank account?

If you don't have an IBAN (international bank account number) with SEPA, but you still want to use membership services or support JoHo's projects and initiatives, including Smokey Tours, take a look at the page about International services

What are the rules and guidelines?

For changing personal data: please use the form for changing your membership or use the contact form
For cancelling or changing your membership and/or subscription: please use the form for the right processing
Rules and conditions regarding JoHo memberships and subscriptions can be found here

What is your JoHo number?

You can find your JoHo number at your My JoHo page as soon as you are logged in at joho.org
You need your JoHo number, for example, for obtaining the discounts on insurances, summaries, and at partner organisations
Have you lost your JoHo number? Please contact JoHo via the online contact forms or log in at joho.org and you will find your JoHo number at your account page on JoHo.org

Join & Register (via JoHo.org)

1363 keer gelezen

WorldSupporter: Register with JoHo - Start

JoHo enables people and organizations to develop and work better together, thereby contributing to a tolerant, tolerant and sustainable world. Online platforms and physical support centers support personal development and encourage international cooperation.