Marketing Management (2020 - 2021)
Course information: see on Bb
Teaching method
• Live or on livestream (reserve your seat)
• Self-study of assigned reading materials
• Online content including simulations
Study material: textbook and everything on BlackBoard
Assessment methods
• Chapter quizzes (must score > 80% to be allowed to take final exam)
• Assignments 1, 2, 3 & 4 (50% of final grade)
• Final exam: closed book MC & open questions (50% of final grade)
Marketing Management 2020 - 2021 1
,CH1 Marketing and the organization .............................................................................................................. 4
1. What is marketing....................................................................................................................................... 4
2. Marketing process (explained in class – not in slides or HB) ....................................................................... 7
3. Marketing process (in slides)....................................................................................................................... 8
4. Efficiency vs. effectiveness (only in textbook) ........................................................................................... 19
CH2 Analyzing the marketing environment................................................................................................... 20
1. The marketing environment ...................................................................................................................... 21
2. Market potential ....................................................................................................................................... 28
3. Responding to the marketing environment .............................................................................................. 28
4. Societal (maatschappelijke) responses to ethical issues in marketing (only in textbook) ......................... 29
CH3 Consumer Buying .................................................................................................................................. 31
1. The changing context of consumer behavior (only in textbook) ............................................................... 32
2. The dimensions of consumer behavior (only in textbook) ......................................................................... 33
Buyer centre: a group that is involved In the buying decision (syn. decision-making unit) ............................... 34
3. The consumer decision-making process .................................................................................................... 34
4. Influences on consumer behavior.............................................................................................................. 43
CH6 Marketing analytics and research .......................................................................................................... 67
1. Use of big data for marketing decision making (only in textbook) ........................................................... 67
2. Marketing analytics, goal setting and performance measurement (only in textbook) ............................. 67
3. Why do marketing analytics & market research? (only in class) .............................................................. 68
4. Marketing and Research ........................................................................................................................... 69
5. Market research process ........................................................................................................................... 71
6. Ethical issues in marketing research ......................................................................................................... 92
7. Focus on academic research (only in class) ............................................................................................... 92
8. Focus on academic advertising research (only in class) ............................................................................ 92
9. Advertising meta-meta-analysis (only in class) ......................................................................................... 93
10. Advertising research (only in class) ....................................................................................................... 94
11. ASSIGNMENT PART 1 ............................................................................................................................ 95
CH4 Business Buying Behavior ...................................................................................................................... 96
1. Introduction............................................................................................................................................... 97
2. Business Markets ...................................................................................................................................... 98
3. What is Business-to-Business Marketing? (only in textbook).................................................................. 101
4. Business Buying Behavior ........................................................................................................................ 103
5. Institutional and Government Markets (only in slides) ........................................................................... 113
6. Segmenting B2B Markets (only in textbook) ........................................................................................... 114
Marketing Management 2020 - 2021 2
,CH7 Segmentation Targeting Positioning .................................................................................................... 116
1. Introduction............................................................................................................................................. 116
2. Market segmentation ............................................................................................................................. 119
3. Market targeting ..................................................................................................................................... 126
4. Differentiation ......................................................................................................................................... 130
5. Positioning (heel 5. heeft een blauwe cirkel)........................................................................................... 134
6. Repositioning (only in textbook).............................................................................................................. 137
7. Key Characteristics of an Effective Marketing Mix (only in textbook) ..................................................... 138
CH10 Value through relationships .............................................................................................................. 139
1. Relationship marketing ........................................................................................................................... 139
2. Value creation (only in textbook) ............................................................................................................ 140
3. Key concepts of relationship marketing .................................................................................................. 141
4. Technology-enhanced customer relationship management (CRM) ........................................................ 144
5. Successful relationship marketing ........................................................................................................... 146
6. Relationship Marketing – Summary (textbook) ...................................................................................... 146
CH11 Value through innovation .................................................................................................................. 147
1. Invention versus innovation .................................................................................................................... 147
2. Product: levels of products ...................................................................................................................... 149
3. The eight-stage new product development process ............................................................................... 152
4. Product replacement strategies .............................................................................................................. 166
5. Managing NPD ........................................................................................................................................ 167
Marketing Management 2020 - 2021 3
, CH1 Marketing and the organization
Objectives of this chapter
Define marketing and outline the steps in the marketing process.
Explain the importance of understanding customers and the marketplace, and identify the core marketplace
concepts.
Identify the key elements of a customer-driven marketing strategy and discuss the marketing management
orientations that guide marketing strategy.
Discuss customer relationship management, and identify strategies for creating value for customers and
capturing value from customers in return.
Describe the major trends and forces that are changing the marketing landscape.
HB p. 4 1. What is marketing
1.1. Introduction
Defintions
3 definitions: “What is Marketing”
marketing is … marketing in business context marketing is … (in textbook)
is a social and managerial process to build and maintain profitable the process by which companies
by which individuals and groups customer relationships create value for customers and
obtain what they need and want build strong customer
through creating and exchanging relationships in order to capture
products and value with others. value from customers in return
The essence of marketing (only in textbook)
At the heart of marketing is the customer
• Customer’s needs and wants change so;
• Marketing practices the change to reflect and accommodate new customer demands
what it is what it is not
marketing drives organizations and can deliver a gimmicks, ploys, tricks – trickery
valuable effect
goal of marketing is to facilitate returning customers goal of marketing is not short-term deception
to repurchase through creating long-term
satisfaction
Marketing Management 2020 - 2021 4
Course information: see on Bb
Teaching method
• Live or on livestream (reserve your seat)
• Self-study of assigned reading materials
• Online content including simulations
Study material: textbook and everything on BlackBoard
Assessment methods
• Chapter quizzes (must score > 80% to be allowed to take final exam)
• Assignments 1, 2, 3 & 4 (50% of final grade)
• Final exam: closed book MC & open questions (50% of final grade)
Marketing Management 2020 - 2021 1
,CH1 Marketing and the organization .............................................................................................................. 4
1. What is marketing....................................................................................................................................... 4
2. Marketing process (explained in class – not in slides or HB) ....................................................................... 7
3. Marketing process (in slides)....................................................................................................................... 8
4. Efficiency vs. effectiveness (only in textbook) ........................................................................................... 19
CH2 Analyzing the marketing environment................................................................................................... 20
1. The marketing environment ...................................................................................................................... 21
2. Market potential ....................................................................................................................................... 28
3. Responding to the marketing environment .............................................................................................. 28
4. Societal (maatschappelijke) responses to ethical issues in marketing (only in textbook) ......................... 29
CH3 Consumer Buying .................................................................................................................................. 31
1. The changing context of consumer behavior (only in textbook) ............................................................... 32
2. The dimensions of consumer behavior (only in textbook) ......................................................................... 33
Buyer centre: a group that is involved In the buying decision (syn. decision-making unit) ............................... 34
3. The consumer decision-making process .................................................................................................... 34
4. Influences on consumer behavior.............................................................................................................. 43
CH6 Marketing analytics and research .......................................................................................................... 67
1. Use of big data for marketing decision making (only in textbook) ........................................................... 67
2. Marketing analytics, goal setting and performance measurement (only in textbook) ............................. 67
3. Why do marketing analytics & market research? (only in class) .............................................................. 68
4. Marketing and Research ........................................................................................................................... 69
5. Market research process ........................................................................................................................... 71
6. Ethical issues in marketing research ......................................................................................................... 92
7. Focus on academic research (only in class) ............................................................................................... 92
8. Focus on academic advertising research (only in class) ............................................................................ 92
9. Advertising meta-meta-analysis (only in class) ......................................................................................... 93
10. Advertising research (only in class) ....................................................................................................... 94
11. ASSIGNMENT PART 1 ............................................................................................................................ 95
CH4 Business Buying Behavior ...................................................................................................................... 96
1. Introduction............................................................................................................................................... 97
2. Business Markets ...................................................................................................................................... 98
3. What is Business-to-Business Marketing? (only in textbook).................................................................. 101
4. Business Buying Behavior ........................................................................................................................ 103
5. Institutional and Government Markets (only in slides) ........................................................................... 113
6. Segmenting B2B Markets (only in textbook) ........................................................................................... 114
Marketing Management 2020 - 2021 2
,CH7 Segmentation Targeting Positioning .................................................................................................... 116
1. Introduction............................................................................................................................................. 116
2. Market segmentation ............................................................................................................................. 119
3. Market targeting ..................................................................................................................................... 126
4. Differentiation ......................................................................................................................................... 130
5. Positioning (heel 5. heeft een blauwe cirkel)........................................................................................... 134
6. Repositioning (only in textbook).............................................................................................................. 137
7. Key Characteristics of an Effective Marketing Mix (only in textbook) ..................................................... 138
CH10 Value through relationships .............................................................................................................. 139
1. Relationship marketing ........................................................................................................................... 139
2. Value creation (only in textbook) ............................................................................................................ 140
3. Key concepts of relationship marketing .................................................................................................. 141
4. Technology-enhanced customer relationship management (CRM) ........................................................ 144
5. Successful relationship marketing ........................................................................................................... 146
6. Relationship Marketing – Summary (textbook) ...................................................................................... 146
CH11 Value through innovation .................................................................................................................. 147
1. Invention versus innovation .................................................................................................................... 147
2. Product: levels of products ...................................................................................................................... 149
3. The eight-stage new product development process ............................................................................... 152
4. Product replacement strategies .............................................................................................................. 166
5. Managing NPD ........................................................................................................................................ 167
Marketing Management 2020 - 2021 3
, CH1 Marketing and the organization
Objectives of this chapter
Define marketing and outline the steps in the marketing process.
Explain the importance of understanding customers and the marketplace, and identify the core marketplace
concepts.
Identify the key elements of a customer-driven marketing strategy and discuss the marketing management
orientations that guide marketing strategy.
Discuss customer relationship management, and identify strategies for creating value for customers and
capturing value from customers in return.
Describe the major trends and forces that are changing the marketing landscape.
HB p. 4 1. What is marketing
1.1. Introduction
Defintions
3 definitions: “What is Marketing”
marketing is … marketing in business context marketing is … (in textbook)
is a social and managerial process to build and maintain profitable the process by which companies
by which individuals and groups customer relationships create value for customers and
obtain what they need and want build strong customer
through creating and exchanging relationships in order to capture
products and value with others. value from customers in return
The essence of marketing (only in textbook)
At the heart of marketing is the customer
• Customer’s needs and wants change so;
• Marketing practices the change to reflect and accommodate new customer demands
what it is what it is not
marketing drives organizations and can deliver a gimmicks, ploys, tricks – trickery
valuable effect
goal of marketing is to facilitate returning customers goal of marketing is not short-term deception
to repurchase through creating long-term
satisfaction
Marketing Management 2020 - 2021 4
