SUMMARY MARKETING
Business Strategies Y2Q1
Simone Snepvangers
,Table of content
Chapter 1 ‘Marketngg Creatng ustomer value and engagement’........................................................3
What is marketngg.............................................................................................................................3
Understand the marketpla e and ustomer needs and wants...........................................................3
Customer needs, wants and demands............................................................................................3
Market oferings (produ ts, servi es and experien ess..................................................................3
Customer value and satssa ton.....................................................................................................3
Ex hanges and relatonships...........................................................................................................3
Markets..........................................................................................................................................3
Design a ustomer-driven marketng strategy....................................................................................4
Sele tng ustomers to serve..........................................................................................................4
Choosing a value propositon.........................................................................................................4
Marketng management orientatons.............................................................................................4
Preparing an integrated marketng plan and programme..................................................................4
Building ustomer relatonships.........................................................................................................5
Customer relatonship management..............................................................................................5
Engaging ustomers............................................................................................................................5
Capturing value srom ustomers........................................................................................................5
The hanging marketng lands ape....................................................................................................6
The digital ageg online, mobile and so ial media marketng...........................................................6
Chapter 2 Company and marketng strategyg partnering to build ustomer engagement, value and
relatonships...........................................................................................................................................6
Company-wide strategi planningg Defning marketng’s role............................................................6
The Boston Consultng Group approa h (The BCG matrixs.............................................................6
Planning marketngg Partnering to build ustomer relatonships.......................................................7
Marketng strategy and the marketng mix........................................................................................8
Managing the marketng efort..........................................................................................................8
Measuring and managing marketng return on investment...............................................................9
Chapter 8 Produ ts, servi es and brandsg building ustomer value.......................................................9
What is a produ t...............................................................................................................................9
Produ t and servi e de isions...........................................................................................................10
Level 1; individual produ t and servi e de isions.........................................................................10
Level 2; produ t line de isions......................................................................................................11
Level 3; produ t mix de isions......................................................................................................11
1
, Servi es marketng............................................................................................................................11
Branding strategyg Building strong brands........................................................................................12
Brand name sele ton...................................................................................................................13
Brand sponsorship........................................................................................................................13
Brand development......................................................................................................................13
Chapter 11 Pri ing strategies; additonal onsideratons......................................................................13
New produ t pri ing strategies.........................................................................................................13
Produ t mix pri ing strategies..........................................................................................................14
Pri e adjustment strategies..............................................................................................................14
Pri e Changes...................................................................................................................................15
Publi poli y and pri ing...................................................................................................................15
Chapter 12 Marketng hannelsg delivering ustomer value................................................................16
Supply hains and the value delivery network.................................................................................16
The nature and importan e os marketng hannels..........................................................................16
Channel behaviour and organisaton................................................................................................17
Channel design de isions..................................................................................................................17
Channel management de isions.......................................................................................................18
Publi poli y and distributon de isions............................................................................................18
Marketng logist s and supply hain management..........................................................................18
Chapter 15 Advertsing and publi relatons.........................................................................................19
Advertsing........................................................................................................................................19
Setng advertsing obje tves.......................................................................................................19
Setng the advertsing budget......................................................................................................19
Developing advertsing strategy...................................................................................................19
Evaluatng advertsing efe tveness and the return on advertsing investment..........................20
Other advertsing onsideratons..................................................................................................20
Publi relatons.................................................................................................................................20
2
Business Strategies Y2Q1
Simone Snepvangers
,Table of content
Chapter 1 ‘Marketngg Creatng ustomer value and engagement’........................................................3
What is marketngg.............................................................................................................................3
Understand the marketpla e and ustomer needs and wants...........................................................3
Customer needs, wants and demands............................................................................................3
Market oferings (produ ts, servi es and experien ess..................................................................3
Customer value and satssa ton.....................................................................................................3
Ex hanges and relatonships...........................................................................................................3
Markets..........................................................................................................................................3
Design a ustomer-driven marketng strategy....................................................................................4
Sele tng ustomers to serve..........................................................................................................4
Choosing a value propositon.........................................................................................................4
Marketng management orientatons.............................................................................................4
Preparing an integrated marketng plan and programme..................................................................4
Building ustomer relatonships.........................................................................................................5
Customer relatonship management..............................................................................................5
Engaging ustomers............................................................................................................................5
Capturing value srom ustomers........................................................................................................5
The hanging marketng lands ape....................................................................................................6
The digital ageg online, mobile and so ial media marketng...........................................................6
Chapter 2 Company and marketng strategyg partnering to build ustomer engagement, value and
relatonships...........................................................................................................................................6
Company-wide strategi planningg Defning marketng’s role............................................................6
The Boston Consultng Group approa h (The BCG matrixs.............................................................6
Planning marketngg Partnering to build ustomer relatonships.......................................................7
Marketng strategy and the marketng mix........................................................................................8
Managing the marketng efort..........................................................................................................8
Measuring and managing marketng return on investment...............................................................9
Chapter 8 Produ ts, servi es and brandsg building ustomer value.......................................................9
What is a produ t...............................................................................................................................9
Produ t and servi e de isions...........................................................................................................10
Level 1; individual produ t and servi e de isions.........................................................................10
Level 2; produ t line de isions......................................................................................................11
Level 3; produ t mix de isions......................................................................................................11
1
, Servi es marketng............................................................................................................................11
Branding strategyg Building strong brands........................................................................................12
Brand name sele ton...................................................................................................................13
Brand sponsorship........................................................................................................................13
Brand development......................................................................................................................13
Chapter 11 Pri ing strategies; additonal onsideratons......................................................................13
New produ t pri ing strategies.........................................................................................................13
Produ t mix pri ing strategies..........................................................................................................14
Pri e adjustment strategies..............................................................................................................14
Pri e Changes...................................................................................................................................15
Publi poli y and pri ing...................................................................................................................15
Chapter 12 Marketng hannelsg delivering ustomer value................................................................16
Supply hains and the value delivery network.................................................................................16
The nature and importan e os marketng hannels..........................................................................16
Channel behaviour and organisaton................................................................................................17
Channel design de isions..................................................................................................................17
Channel management de isions.......................................................................................................18
Publi poli y and distributon de isions............................................................................................18
Marketng logist s and supply hain management..........................................................................18
Chapter 15 Advertsing and publi relatons.........................................................................................19
Advertsing........................................................................................................................................19
Setng advertsing obje tves.......................................................................................................19
Setng the advertsing budget......................................................................................................19
Developing advertsing strategy...................................................................................................19
Evaluatng advertsing efe tveness and the return on advertsing investment..........................20
Other advertsing onsideratons..................................................................................................20
Publi relatons.................................................................................................................................20
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