MICRO BUSINESS ENVIRONMENT
Marketing
Semester 1a
LECTURE 1:
What is marketing?
o The management process of anticipating, identifying and satisfying customer
requirements profitably.
o Marketing is the activity, set of institutions, and process of creating,
communicating, delivering, and exchanging offers that have value for
customers, clients, partners, and society at large.
Marketing in context
o Business to business (B2B)
o Business to consumer (B2C)
Difference between customer and consumer
o Customer = the shopper
o Consumer = the person using the product
Market orientation
A company applying a market orientation is a company that has an organization wide
approach of market intelligence to keep track of current and future customer needs
and applies this knowledge throughout all departments of the company.
Market orientation application
Consumer orientation = create value by continuously adjusting your offering to the
customer needs.
Competitor orientation = understanding strengths & weaknesses of competition and
apply this knowledge in the companies’ offering.
Inter-functional orientation = working closely together with other functions in the
organization.
Sustainable marketing & corporate social responsibility
Sustainable marketing is often driven from within the company (e.g. Tony’s
Chocolonely).
Corporate social responsibility is a way to communicate about the efforts companies
do to support and undertake social initiatives.
,Marketing environment
Macro à external environment
Meso à Performance environment
Micro à Internal environment
, Marketing strategy & planning
Strategic marketing goals
Strategic marketing is the process that leads to specific decisions on how to compete
in the marketplace and how the company should best serve it’s customers.
Marketing
Semester 1a
LECTURE 1:
What is marketing?
o The management process of anticipating, identifying and satisfying customer
requirements profitably.
o Marketing is the activity, set of institutions, and process of creating,
communicating, delivering, and exchanging offers that have value for
customers, clients, partners, and society at large.
Marketing in context
o Business to business (B2B)
o Business to consumer (B2C)
Difference between customer and consumer
o Customer = the shopper
o Consumer = the person using the product
Market orientation
A company applying a market orientation is a company that has an organization wide
approach of market intelligence to keep track of current and future customer needs
and applies this knowledge throughout all departments of the company.
Market orientation application
Consumer orientation = create value by continuously adjusting your offering to the
customer needs.
Competitor orientation = understanding strengths & weaknesses of competition and
apply this knowledge in the companies’ offering.
Inter-functional orientation = working closely together with other functions in the
organization.
Sustainable marketing & corporate social responsibility
Sustainable marketing is often driven from within the company (e.g. Tony’s
Chocolonely).
Corporate social responsibility is a way to communicate about the efforts companies
do to support and undertake social initiatives.
,Marketing environment
Macro à external environment
Meso à Performance environment
Micro à Internal environment
, Marketing strategy & planning
Strategic marketing goals
Strategic marketing is the process that leads to specific decisions on how to compete
in the marketplace and how the company should best serve it’s customers.
