Needs Food, warmth etc.
Wants Big Mac
Demands An offered Big Mac
Marketing myopia Kodak, Nokia
Production concept Primark
Product concept Gucci
Selling concept Life insurance (unsought goods)
Marketing concept Southwest Airlines
Societal marketing concept Tony’s
Customer-engagement marketing Innocent drinks
Customer brand advocacy Apple fans
Consumer-generated marketing Lays maak de smaak/fan made ad contests
Strangers Someone making use of an introduction offer
but thereafter never goes back
Butterflies Tourists/consumers looking for the lowest price
True friends Red Bull buyers
Barnacles Small bank customers
Chapter 1
Chapter 3
Microenvironment Suppliers
Macroenvironment Economy
Chapter 4
Customer insights Market intelligence, service staff feedback,
competitive insights
Competitive marketing intelligence Jumbo’s pricing team (comparing prices with
competitors to maintain the lowest prices)
Exploratory marketing research Testing new product features
Descriptive marketing research Researching market potential for a product
Causal marketing research Would a 10 percent decrease in tuition result in
an enrolment increase
Secondary data CBS database
Primary data A self-performed observation
Online marketing research Online surveys, consumer tracking etc.
Behavioural targeting Tracking what people search on the internet
Sensor data Eye tracking
Social targeting/data scraping Tracking social network activity
Simple random sample Asking everyone in a school random to fill in a
survey
Stratified random sample Asking random people from every grade in a
school to fill in a survey
Cluster sample Dividing all the children in the school in groups
and ask random one/some from every group to
fill in a survey
Convenience sample Asking the kids you first see to fill in a survey
Judgement sample Asking the kids you think are most critical to fill
in a survey
Quota sample Searching for people from every grade to fill in a
survey
, Chapter 5
Culture American culture
Subculture African American culture
Social class Upper-lower class in the US
Total market strategy Commercials with interracial and blended
families and couples
Membership group Inhabitant of the Netherlands
Reference group Farmers
Opinion leaders Caroline van der Plas
Influencer marketing Katy Perry drinking Pepsi
Lifestyle Eating vegan
Personality Dominant
Psychological needs Hunger, thirst
Safety needs Protection
Social needs Love, friendship
Esteem needs Recognition, status
Self-actualization needs Self-development and realization
Belief Meat is good
Attitude People need to eat meat
Complex buying behaviour Buying a car
Dissonance-reducing buying behaviour Buying carpets
Habitual buying behaviour Buying salt/flour
Variety-seeking buying behaviour Buying cookies/crisps
Need recognition Hunger/a chat with a friend about cars
Information search Looking for recipes/products in supermarket
Evaluation of alternatives Choosing what to eat
Attitude of others in purchase decision Someone important think that you should buy
the lowest-priced car
Unexpected situational factors Someone lost his/her job
Cognitive dissonance Missing Samsung features after buying an
iPhone
Chapter 7
Geographic segmentation Jumbo City-stores in crowded areas
Hyperlocal social marketing Mazda using personalised ads for customer
within a certain radius of a dealer
Age and life-cycle segmentation (demographic Drinks for children with a toy
segmentation)
Gender segmentation (demographic Dove men/original dove
segmentation)
Income segmentation (demographic Luxury credit cards/dollar stores
segmentation)
Psychographic segmentation A vegetarian restaurant (lifestyle)
Occasion segmentation (behavioural Selling ice in the summer/convenience meals
segmentation)
Benefit segmentation (behavioural Schwinn’s different kind of bikes (mountaining.
segmentation) Speed, recreation etc.)
User status segmentation (behavioural Promoting Pampers to new parents (making
segmentation) users from non-users)
Usage rate segmentation (behavioural Bojangle’s targeting its regular customers
Wants Big Mac
Demands An offered Big Mac
Marketing myopia Kodak, Nokia
Production concept Primark
Product concept Gucci
Selling concept Life insurance (unsought goods)
Marketing concept Southwest Airlines
Societal marketing concept Tony’s
Customer-engagement marketing Innocent drinks
Customer brand advocacy Apple fans
Consumer-generated marketing Lays maak de smaak/fan made ad contests
Strangers Someone making use of an introduction offer
but thereafter never goes back
Butterflies Tourists/consumers looking for the lowest price
True friends Red Bull buyers
Barnacles Small bank customers
Chapter 1
Chapter 3
Microenvironment Suppliers
Macroenvironment Economy
Chapter 4
Customer insights Market intelligence, service staff feedback,
competitive insights
Competitive marketing intelligence Jumbo’s pricing team (comparing prices with
competitors to maintain the lowest prices)
Exploratory marketing research Testing new product features
Descriptive marketing research Researching market potential for a product
Causal marketing research Would a 10 percent decrease in tuition result in
an enrolment increase
Secondary data CBS database
Primary data A self-performed observation
Online marketing research Online surveys, consumer tracking etc.
Behavioural targeting Tracking what people search on the internet
Sensor data Eye tracking
Social targeting/data scraping Tracking social network activity
Simple random sample Asking everyone in a school random to fill in a
survey
Stratified random sample Asking random people from every grade in a
school to fill in a survey
Cluster sample Dividing all the children in the school in groups
and ask random one/some from every group to
fill in a survey
Convenience sample Asking the kids you first see to fill in a survey
Judgement sample Asking the kids you think are most critical to fill
in a survey
Quota sample Searching for people from every grade to fill in a
survey
, Chapter 5
Culture American culture
Subculture African American culture
Social class Upper-lower class in the US
Total market strategy Commercials with interracial and blended
families and couples
Membership group Inhabitant of the Netherlands
Reference group Farmers
Opinion leaders Caroline van der Plas
Influencer marketing Katy Perry drinking Pepsi
Lifestyle Eating vegan
Personality Dominant
Psychological needs Hunger, thirst
Safety needs Protection
Social needs Love, friendship
Esteem needs Recognition, status
Self-actualization needs Self-development and realization
Belief Meat is good
Attitude People need to eat meat
Complex buying behaviour Buying a car
Dissonance-reducing buying behaviour Buying carpets
Habitual buying behaviour Buying salt/flour
Variety-seeking buying behaviour Buying cookies/crisps
Need recognition Hunger/a chat with a friend about cars
Information search Looking for recipes/products in supermarket
Evaluation of alternatives Choosing what to eat
Attitude of others in purchase decision Someone important think that you should buy
the lowest-priced car
Unexpected situational factors Someone lost his/her job
Cognitive dissonance Missing Samsung features after buying an
iPhone
Chapter 7
Geographic segmentation Jumbo City-stores in crowded areas
Hyperlocal social marketing Mazda using personalised ads for customer
within a certain radius of a dealer
Age and life-cycle segmentation (demographic Drinks for children with a toy
segmentation)
Gender segmentation (demographic Dove men/original dove
segmentation)
Income segmentation (demographic Luxury credit cards/dollar stores
segmentation)
Psychographic segmentation A vegetarian restaurant (lifestyle)
Occasion segmentation (behavioural Selling ice in the summer/convenience meals
segmentation)
Benefit segmentation (behavioural Schwinn’s different kind of bikes (mountaining.
segmentation) Speed, recreation etc.)
User status segmentation (behavioural Promoting Pampers to new parents (making
segmentation) users from non-users)
Usage rate segmentation (behavioural Bojangle’s targeting its regular customers
