Inhoud
chapter 1: marketing principles and practice.....................................................................................5
1.1 what is marketing.........................................................................................................................5
1.2 marketing: application and relevance...........................................................................................6
1.3 The marketing process..................................................................................................................6
1.5 Marketing’s impact on society......................................................................................................8
Chapter 2: Consumer buyer behaviour..............................................................................................9
2.1 Consumer behaviour: rational or emotional?...............................................................................9
2.2 Proposition acquisition.................................................................................................................9
2.3 Perceptions, learning and memory.............................................................................................10
2.4 personality..................................................................................................................................11
2.5 Motivation..................................................................................................................................11
2.6 The importance of social contexts..............................................................................................12
Chapter 3: marketing research and customer insight......................................................................13
3.1 Definitions..................................................................................................................................13
3.2 The customer insight process....................................................................................................13
3.3 The marketing research proces..................................................................................................14
3.4 Big data and marketing analytics................................................................................................17
3.5 Marketing research and ethics...................................................................................................17
Chapter 4: the marketing environment...........................................................................................18
4.1 Understanding the external environment..................................................................................18
4.2 Understanding the performance environment...........................................................................19
4.3 Understanding the internal environement.................................................................................20
CHAPTER 5: marketing strategy.......................................................................................................21
5.1 The strategic context..................................................................................................................21
5.2 Strategic marketing planning: activities......................................................................................22
5.3 Strategic marketing action..........................................................................................................23
5.4 Implementation..........................................................................................................................24
5.5 marketing planning.....................................................................................................................24
Chapter 6: Market segmentation and positioning...........................................................................25
6.1 The STP process..........................................................................................................................25
6.2 The concept of market segmentation.........................................................................................25
6.3 -Target Markets..........................................................................................................................27
6.4 Positioning..................................................................................................................................28
Chapter 7: International market development................................................................................29
1
, 7.1 The drivers of international market development......................................................................29
7.2 International Marketing Environment........................................................................................30
7.3 International market selection...................................................................................................30
7.4 International competitive strategy.............................................................................................30
Chapter 8: New proposition development and innovation..............................................................31
8.1 Introduction................................................................................................................................31
8.2 The three levels of proposition...................................................................................................32
8.3 Classifying physical propositions.................................................................................................32
8.4 product range, line and mix........................................................................................................33
8.5 product life cycles.......................................................................................................................33
8.6 Developing new propositions.....................................................................................................34
8.7 The Process of adoption.............................................................................................................35
Chapter 9: Price and customer value decisions................................................................................36
9.1 The price elasticity of demand....................................................................................................37
9.2 The concept of pricing and cost..................................................................................................37
9.3 The relationship between pricing and costs...............................................................................37
9.4 Pricing approaches......................................................................................................................38
9.5 Pricing strategies and objectives.................................................................................................39
9.6 Pricing management...................................................................................................................39
9.7 Business-to-business pricing.......................................................................................................40
Chapter 10: principles of marketing communications......................................................................40
10.1 defining marketing communications........................................................................................41
10.2 How marketing communications works....................................................................................41
10.3 The role of marketing communications in marketing...............................................................41
10.4 cultural aspects of marketing communications........................................................................42
chapter 11: Configuring the marketing communications mix...........................................................42
11.1 The Role of the marketing communications mix......................................................................43
11.2 Selecting the right tools............................................................................................................43
11.3 marketing communications......................................................................................................45
11.4 media........................................................................................................................................45
11.5 The changing Marketing communications landscape...............................................................46
11.5 Integrated marketing communications.....................................................................................46
Chapter 12: Digital and social media marketing...............................................................................46
12.1 Digital marketing......................................................................................................................47
12.2 social media marketing.............................................................................................................47
12.3 How digitalization is transforming marketing...........................................................................47
2
, 12.4 Digital marketing communications...........................................................................................48
12.5 Crowdsurfing............................................................................................................................49
Chapter 13: Branding.......................................................................................................................49
13.1 What is a brand?.......................................................................................................................50
13.2 How brands work: Associations and Personalities....................................................................51
13.3 Brand Names...........................................................................................................................51
13.4 Types of brands........................................................................................................................51
13.5 Branding strategies...................................................................................................................52
13.6 How to build brands.................................................................................................................52
13.7 branding perspectives...............................................................................................................52
13.8 Brand equity.............................................................................................................................53
Chapter 14: Channels, supply chains, and retailing..........................................................................54
14.1 Introduction..............................................................................................................................54
14.2 Channel management...............................................................................................................54
14.3 Types of intermediary...............................................................................................................55
14.4 Managing marketing channels..................................................................................................55
14.5 Channel intensity......................................................................................................................57
14.6 Managing relationships in the channel.....................................................................................57
14.7 Supply chain management.......................................................................................................57
14.8 Retailing....................................................................................................................................57
14.9 Channel trends..........................................................................................................................58
CHAPTER 15: Services and relationship marketing...........................................................................58
15.1 The unique characteristics of services......................................................................................58
15.2 Service processes......................................................................................................................60
15.3 Key dimensions of service marketing........................................................................................60
15.4 Measuring service quality and performance............................................................................61
15.5 The principles of relationship marketing..................................................................................62
15.6 Loyalty, retention and customer satisfaction............................................................................62
Chapter 16: Business-to-business marketing = B2B.........................................................................63
16.1 What is Business-to-business marketing?.................................................................................63
16.2 Key characteristic of business markets.....................................................................................63
16.3 Types of Organizational Customer............................................................................................64
16.4 Types of business goods and services.......................................................................................64
16.4 Organizational buying behaviour..............................................................................................65
16.5 Corporate social responsibility.................................................................................................66
16.6 Key account management........................................................................................................66
3
, Chapter 17: Not-for-profit and social Marketing..............................................................................67
17.1 Introduction..............................................................................................................................67
17.2 The Key Characteristics of Not-for-Profit Organizations...........................................................68
17.3 Types of Not-for-Profit Organization........................................................................................68
Study tips........................................................................................................................................69
Guest lecture : All you need is Yuki..................................................................................................70
Know your target audience..............................................................................................................70
Know your strategic objectives.........................................................................................................71
marketing channels..........................................................................................................................71
marketing & sales.............................................................................................................................71
Guest lecture: Customer Experience what is it and how to create it................................................72
Introduction......................................................................................................................................72
Delivering numbers..........................................................................................................................72
The profit chain................................................................................................................................73
The experience economy..................................................................................................................73
Differentiation in logistics industry...................................................................................................74
What customers want......................................................................................................................74
Managing the customer experience.................................................................................................74
The net promotor score....................................................................................................................74
A hierarchy of employee needs........................................................................................................76
Customer centricity vs employee engagement................................................................................76
Who do we enjoy being around.......................................................................................................77
Bringing it together...........................................................................................................................78
A recap..............................................................................................................................................78
guest lecture in replacement of Chapter 18.....................................................................................78
9 insights...........................................................................................................................................78
THE CARE PRINCIPLES: TO HELP YOUR COMPANY GROW................................................................80
4
chapter 1: marketing principles and practice.....................................................................................5
1.1 what is marketing.........................................................................................................................5
1.2 marketing: application and relevance...........................................................................................6
1.3 The marketing process..................................................................................................................6
1.5 Marketing’s impact on society......................................................................................................8
Chapter 2: Consumer buyer behaviour..............................................................................................9
2.1 Consumer behaviour: rational or emotional?...............................................................................9
2.2 Proposition acquisition.................................................................................................................9
2.3 Perceptions, learning and memory.............................................................................................10
2.4 personality..................................................................................................................................11
2.5 Motivation..................................................................................................................................11
2.6 The importance of social contexts..............................................................................................12
Chapter 3: marketing research and customer insight......................................................................13
3.1 Definitions..................................................................................................................................13
3.2 The customer insight process....................................................................................................13
3.3 The marketing research proces..................................................................................................14
3.4 Big data and marketing analytics................................................................................................17
3.5 Marketing research and ethics...................................................................................................17
Chapter 4: the marketing environment...........................................................................................18
4.1 Understanding the external environment..................................................................................18
4.2 Understanding the performance environment...........................................................................19
4.3 Understanding the internal environement.................................................................................20
CHAPTER 5: marketing strategy.......................................................................................................21
5.1 The strategic context..................................................................................................................21
5.2 Strategic marketing planning: activities......................................................................................22
5.3 Strategic marketing action..........................................................................................................23
5.4 Implementation..........................................................................................................................24
5.5 marketing planning.....................................................................................................................24
Chapter 6: Market segmentation and positioning...........................................................................25
6.1 The STP process..........................................................................................................................25
6.2 The concept of market segmentation.........................................................................................25
6.3 -Target Markets..........................................................................................................................27
6.4 Positioning..................................................................................................................................28
Chapter 7: International market development................................................................................29
1
, 7.1 The drivers of international market development......................................................................29
7.2 International Marketing Environment........................................................................................30
7.3 International market selection...................................................................................................30
7.4 International competitive strategy.............................................................................................30
Chapter 8: New proposition development and innovation..............................................................31
8.1 Introduction................................................................................................................................31
8.2 The three levels of proposition...................................................................................................32
8.3 Classifying physical propositions.................................................................................................32
8.4 product range, line and mix........................................................................................................33
8.5 product life cycles.......................................................................................................................33
8.6 Developing new propositions.....................................................................................................34
8.7 The Process of adoption.............................................................................................................35
Chapter 9: Price and customer value decisions................................................................................36
9.1 The price elasticity of demand....................................................................................................37
9.2 The concept of pricing and cost..................................................................................................37
9.3 The relationship between pricing and costs...............................................................................37
9.4 Pricing approaches......................................................................................................................38
9.5 Pricing strategies and objectives.................................................................................................39
9.6 Pricing management...................................................................................................................39
9.7 Business-to-business pricing.......................................................................................................40
Chapter 10: principles of marketing communications......................................................................40
10.1 defining marketing communications........................................................................................41
10.2 How marketing communications works....................................................................................41
10.3 The role of marketing communications in marketing...............................................................41
10.4 cultural aspects of marketing communications........................................................................42
chapter 11: Configuring the marketing communications mix...........................................................42
11.1 The Role of the marketing communications mix......................................................................43
11.2 Selecting the right tools............................................................................................................43
11.3 marketing communications......................................................................................................45
11.4 media........................................................................................................................................45
11.5 The changing Marketing communications landscape...............................................................46
11.5 Integrated marketing communications.....................................................................................46
Chapter 12: Digital and social media marketing...............................................................................46
12.1 Digital marketing......................................................................................................................47
12.2 social media marketing.............................................................................................................47
12.3 How digitalization is transforming marketing...........................................................................47
2
, 12.4 Digital marketing communications...........................................................................................48
12.5 Crowdsurfing............................................................................................................................49
Chapter 13: Branding.......................................................................................................................49
13.1 What is a brand?.......................................................................................................................50
13.2 How brands work: Associations and Personalities....................................................................51
13.3 Brand Names...........................................................................................................................51
13.4 Types of brands........................................................................................................................51
13.5 Branding strategies...................................................................................................................52
13.6 How to build brands.................................................................................................................52
13.7 branding perspectives...............................................................................................................52
13.8 Brand equity.............................................................................................................................53
Chapter 14: Channels, supply chains, and retailing..........................................................................54
14.1 Introduction..............................................................................................................................54
14.2 Channel management...............................................................................................................54
14.3 Types of intermediary...............................................................................................................55
14.4 Managing marketing channels..................................................................................................55
14.5 Channel intensity......................................................................................................................57
14.6 Managing relationships in the channel.....................................................................................57
14.7 Supply chain management.......................................................................................................57
14.8 Retailing....................................................................................................................................57
14.9 Channel trends..........................................................................................................................58
CHAPTER 15: Services and relationship marketing...........................................................................58
15.1 The unique characteristics of services......................................................................................58
15.2 Service processes......................................................................................................................60
15.3 Key dimensions of service marketing........................................................................................60
15.4 Measuring service quality and performance............................................................................61
15.5 The principles of relationship marketing..................................................................................62
15.6 Loyalty, retention and customer satisfaction............................................................................62
Chapter 16: Business-to-business marketing = B2B.........................................................................63
16.1 What is Business-to-business marketing?.................................................................................63
16.2 Key characteristic of business markets.....................................................................................63
16.3 Types of Organizational Customer............................................................................................64
16.4 Types of business goods and services.......................................................................................64
16.4 Organizational buying behaviour..............................................................................................65
16.5 Corporate social responsibility.................................................................................................66
16.6 Key account management........................................................................................................66
3
, Chapter 17: Not-for-profit and social Marketing..............................................................................67
17.1 Introduction..............................................................................................................................67
17.2 The Key Characteristics of Not-for-Profit Organizations...........................................................68
17.3 Types of Not-for-Profit Organization........................................................................................68
Study tips........................................................................................................................................69
Guest lecture : All you need is Yuki..................................................................................................70
Know your target audience..............................................................................................................70
Know your strategic objectives.........................................................................................................71
marketing channels..........................................................................................................................71
marketing & sales.............................................................................................................................71
Guest lecture: Customer Experience what is it and how to create it................................................72
Introduction......................................................................................................................................72
Delivering numbers..........................................................................................................................72
The profit chain................................................................................................................................73
The experience economy..................................................................................................................73
Differentiation in logistics industry...................................................................................................74
What customers want......................................................................................................................74
Managing the customer experience.................................................................................................74
The net promotor score....................................................................................................................74
A hierarchy of employee needs........................................................................................................76
Customer centricity vs employee engagement................................................................................76
Who do we enjoy being around.......................................................................................................77
Bringing it together...........................................................................................................................78
A recap..............................................................................................................................................78
guest lecture in replacement of Chapter 18.....................................................................................78
9 insights...........................................................................................................................................78
THE CARE PRINCIPLES: TO HELP YOUR COMPANY GROW................................................................80
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