Samenvatting - Marketing
,MARKETING
CHAPTER 1: MARKETING PRINCIPLES AND PRACTICE
OBJECTIVES:
1. Define the marketing concept
2. Understand the concepts of exchange in marketing and the marketing mix
3. Explain how marketing has developed over the twentieth century and into the twenty-first
century.
4. Describe the three major contexts of marketing application, i.e. consumer goods, business-to-
business, and services marketing.
5. Understand the positive contribution marketing makes to society.
1. MARKETING CONCEPT
1.1 What is marketing?
o What is the primary goal of marketing?
1) Increase sales through aggressive promotion
2) Understand and meet customer needs to create value
3) Create advertisements for products
4) Ensure that products are cheaper than those of the competitions
o Marketing defined
• Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others.
• In business context: To build and maintain profitable relationships with
stakeholders
o What does marketing apply to?
o Physical products o Services o Retail (sell goods to consumers)o Experiences theme
parks, attractions) o Events (Olympic games, festival) o Film, music & theatre o Places
(Antwerp city, Limburg)o Ideas (BOB campaign) o Charity and non-profit o People
(president campaign
Marketing applies… anywhere “buyers” have a choice
2. MARKETING CONCEPT
• Difference with selling
Selling = thinking about your product and how good it is
Marketing = thinking about the customer and their needs
1
, • Definition
a social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value
with others.
In business context: To build and maintain profitable customer relationships
o Exchange = the core of marketing
• Exchange = the act of obtaining a desired object from someone by offering something
in return
At least two parties
Each must hold something of value to offer
Parties must want to deal with each other
• Exchange creates value, gives people more consumption choices or possibilities
o Value
• Customer value: the consumer’s assessment (=beoordeling) of the product’s overall
capacity to satisfy his or her needs
• PERCEIVED value!!! (=waargenomen)
• Example: Tesla
What are the benefits? Don’t need to buy gas, less pollution, movement, …
What are the drawbacks? Very expensive
➔ perceived value? Negative: a lot of kilometers to get big utility, but you get
the status and it’s a nice car
• We don’t buy them for only the practical value!
• Example 2: British royal mail with prior stamp
97% gets delivered the next day, but no one believes that of the post
Perception is really important ➔ not everything can be measured
2
, 1.2 Customer vs consumer
• Consumers’ buying roles:
• Role • Description • Marketing implications and
applications (=gevolgen en
toepassingen)
• Initiator • Initiates idea • Target initiators by emphasizing
how a product addresses their
needs
• Influences decision (by providing • E.g., collaborate with influencers
• Influencer information)
• Decider • Ultimate buying decision • Facilitate decision-making process
(e.g., detailed product information)
• Actual purchase • Ensure smooth purchasing process
• Buyer
• Pays • Offer various payment methods
• Payer
• User • Consumes (who really uses the • Provide user support, gather
product) feedback
• Gatekeeper • Controls access of product • Communicate effectively with
information gatekeepers
1.3 Market orientation
• Het begrijpen van de behoeften van klanten staat voorop
• Definition: The organization-wide generation of market intelligence pertaining to current
and future customer needs, dissemination of the intelligence across the departments,
and organization-wide responsiveness to it
Organization-wide belief in delivering customer value: the status of your company is very
important!
Understanding consumer needs even better than consumers themselves do
• Consumers can’t imagine what is possible, that’s the job of the marketer
Creating products that meet existing and latent needs, now or in future
3
,MARKETING
CHAPTER 1: MARKETING PRINCIPLES AND PRACTICE
OBJECTIVES:
1. Define the marketing concept
2. Understand the concepts of exchange in marketing and the marketing mix
3. Explain how marketing has developed over the twentieth century and into the twenty-first
century.
4. Describe the three major contexts of marketing application, i.e. consumer goods, business-to-
business, and services marketing.
5. Understand the positive contribution marketing makes to society.
1. MARKETING CONCEPT
1.1 What is marketing?
o What is the primary goal of marketing?
1) Increase sales through aggressive promotion
2) Understand and meet customer needs to create value
3) Create advertisements for products
4) Ensure that products are cheaper than those of the competitions
o Marketing defined
• Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others.
• In business context: To build and maintain profitable relationships with
stakeholders
o What does marketing apply to?
o Physical products o Services o Retail (sell goods to consumers)o Experiences theme
parks, attractions) o Events (Olympic games, festival) o Film, music & theatre o Places
(Antwerp city, Limburg)o Ideas (BOB campaign) o Charity and non-profit o People
(president campaign
Marketing applies… anywhere “buyers” have a choice
2. MARKETING CONCEPT
• Difference with selling
Selling = thinking about your product and how good it is
Marketing = thinking about the customer and their needs
1
, • Definition
a social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value
with others.
In business context: To build and maintain profitable customer relationships
o Exchange = the core of marketing
• Exchange = the act of obtaining a desired object from someone by offering something
in return
At least two parties
Each must hold something of value to offer
Parties must want to deal with each other
• Exchange creates value, gives people more consumption choices or possibilities
o Value
• Customer value: the consumer’s assessment (=beoordeling) of the product’s overall
capacity to satisfy his or her needs
• PERCEIVED value!!! (=waargenomen)
• Example: Tesla
What are the benefits? Don’t need to buy gas, less pollution, movement, …
What are the drawbacks? Very expensive
➔ perceived value? Negative: a lot of kilometers to get big utility, but you get
the status and it’s a nice car
• We don’t buy them for only the practical value!
• Example 2: British royal mail with prior stamp
97% gets delivered the next day, but no one believes that of the post
Perception is really important ➔ not everything can be measured
2
, 1.2 Customer vs consumer
• Consumers’ buying roles:
• Role • Description • Marketing implications and
applications (=gevolgen en
toepassingen)
• Initiator • Initiates idea • Target initiators by emphasizing
how a product addresses their
needs
• Influences decision (by providing • E.g., collaborate with influencers
• Influencer information)
• Decider • Ultimate buying decision • Facilitate decision-making process
(e.g., detailed product information)
• Actual purchase • Ensure smooth purchasing process
• Buyer
• Pays • Offer various payment methods
• Payer
• User • Consumes (who really uses the • Provide user support, gather
product) feedback
• Gatekeeper • Controls access of product • Communicate effectively with
information gatekeepers
1.3 Market orientation
• Het begrijpen van de behoeften van klanten staat voorop
• Definition: The organization-wide generation of market intelligence pertaining to current
and future customer needs, dissemination of the intelligence across the departments,
and organization-wide responsiveness to it
Organization-wide belief in delivering customer value: the status of your company is very
important!
Understanding consumer needs even better than consumers themselves do
• Consumers can’t imagine what is possible, that’s the job of the marketer
Creating products that meet existing and latent needs, now or in future
3
