INTERNATIONAL MARKETING & SALES
1. show understanding of what marketing is, so that you can value this
functional key area in international business.
role of marketing and marketing as a profession
marketing management orientations
marketing landscape
marketing definition
marketing process
2. describe the marketing process, so that the way in which a company
creates value for its customers can be analysed.
marketplace and customer needs
customer-driven marketing strategy (segmentation, targeting,
differentiation, positioning)
integrated marketing programme (product, place, price,
promotion)
customer relationships
3. show understanding of the marketing environment, so that the
environmental actors and forces that affect a company’s ability to serve
its customers can be identified.
micro-environment
macro-environment
4. make a SWOT analysis, so that a company’s main strengths, weaknesses,
opportunities and threats are defined.
, 1. show understanding of what marketing is, so that you can value this
functional key area in international business.
Marketing is about satisfying customers needs and managing customer
relationships. Kotler:
‘’marketing is the process by which companies create value for
customers and build strong customer relationships in order to capture
value from customers in return’’.
role of marketing and marketing as a profession
there are 3 basic marketing principles
1 customer orientation
2 organisational integration
3 Mutually profitable exchange
Understanding the marketplace and the demands, needs and wants
1 need is state of deprivation (physical, social, individual, wooden house
2 wants, villa
3 demand, rijtjes huis
(4 benefits)
marketing management orientations
5 different marketing management orientations
1 production concept
2 product concept
3 selling concept
4 marketing concept
5 societal marketing concept
Marketing changing landscape
1 the digital age
2 changing economic environment
3 the growth of not-for-profit marketing
4 rapid globalisation
5 more ethics and social responsibility
, 2. describe the marketing process, so that the way in which a company
creates value for its customers can be analysed.
Step 1 market process: understand the marketplace and customer needs
Market definition
= described as the various groupings of customers
1. focus on fundamental customer needs
2. defined in value (turnover) or volume (units, kg,l)
3. geographic definition
1 focus on fundamental customer needs
Consumer markets:
All individuals and households who buy or acquire goods and services for
personal consumption.
Business markets:
All organisations that buy goods and services to use in the production of other
products and services or for the purpose of reselling or renting them to others
at a profit.
- Business-to-consumer (B2C) market
= number of individuals or number of households
, - Business-to-business (B2B) market
= number of companies
2 defined in value (turnover) or volume (units,kg,l)
Market share= a percentage of total sales (value or volume) in a market
captured by a brand, product or company.
3 geographic definition
Step 2 market process: design customer driven market strategy
(segmentation, targeting, differentiation, positioning)
Which customers and how to create value to them -> marketing programme
(marketing mix)
4 steps in designing a customer driven marketing strategy
Who? Customers segments
What? Value proposition
Segmentation
Divide the total market into smaller segments
Targeting
Select the segment or segments to enter
Differentiation
Differentiate the market offering to create superior customer value
Positioning
Position the market offering in the minds of target customers
,Reasons and benefits of a customer driven marketing strategy
• You make efficient use of resources
• Your marketing mix is targeted
• Your customer is fully satisfied
• Your competitors are outperformed
• Your company makes more profit
WHO? Customers segments
1 marketing segmentation
= involves dividing large, heterogeneous markets into smaller segments that
can be reached more efficiently and effectively with products and services that
match their unique needs.
Major variables for segmenting consumer markets:
Geographic Dividing the market into different geographical units such as
nations, regions, states, counties, cities or neighbourhoods , population desity,
climate
Demographic Dividing the market into groups based on variables such as age,
gender, family size, family life cycle, income, occupation, education, religion,
race, generation and nationality
Psychographic Dividing the market into groups based on social class,
personality characteristics and lifestyle
Behavioral Dividing the market into groups based on their knowledge,
attitudes, uses or responses to a product (occasions, user status, usage rates,
loyalty status)
-occasions (regular occasion, special occasion, season), user status (non-users,
potential users, first time users and regular users) and usage rate
(light/medium/heavy users), loyalty status (none, medium, strong, absolute)
-> occasion segmentation= dividing market into segments according to
occasions when buyers get the idea to buy, actually make the purchase or use
the purchased item.
-> benefit segmentation= dividing the market into segments according to the
different benefits that consumers seek from the product.
To be useful market segmentations must be: measurable, accessible,
substantial, differentiable, actionable.
, 2 marketing targeting
• Market targeting involves evaluating the various segments identified during
the segmentation process and deciding how many and which segments can be
served best.
Evaluate segments on three factors:
• Segment size and growth
• Segment structural attractiveness of the industry
• Company objectives and resources: fit or not, skills & resources.
Target market is the set of buyers who share common needs or characteristics
that the company decides to serve
1. show understanding of what marketing is, so that you can value this
functional key area in international business.
role of marketing and marketing as a profession
marketing management orientations
marketing landscape
marketing definition
marketing process
2. describe the marketing process, so that the way in which a company
creates value for its customers can be analysed.
marketplace and customer needs
customer-driven marketing strategy (segmentation, targeting,
differentiation, positioning)
integrated marketing programme (product, place, price,
promotion)
customer relationships
3. show understanding of the marketing environment, so that the
environmental actors and forces that affect a company’s ability to serve
its customers can be identified.
micro-environment
macro-environment
4. make a SWOT analysis, so that a company’s main strengths, weaknesses,
opportunities and threats are defined.
, 1. show understanding of what marketing is, so that you can value this
functional key area in international business.
Marketing is about satisfying customers needs and managing customer
relationships. Kotler:
‘’marketing is the process by which companies create value for
customers and build strong customer relationships in order to capture
value from customers in return’’.
role of marketing and marketing as a profession
there are 3 basic marketing principles
1 customer orientation
2 organisational integration
3 Mutually profitable exchange
Understanding the marketplace and the demands, needs and wants
1 need is state of deprivation (physical, social, individual, wooden house
2 wants, villa
3 demand, rijtjes huis
(4 benefits)
marketing management orientations
5 different marketing management orientations
1 production concept
2 product concept
3 selling concept
4 marketing concept
5 societal marketing concept
Marketing changing landscape
1 the digital age
2 changing economic environment
3 the growth of not-for-profit marketing
4 rapid globalisation
5 more ethics and social responsibility
, 2. describe the marketing process, so that the way in which a company
creates value for its customers can be analysed.
Step 1 market process: understand the marketplace and customer needs
Market definition
= described as the various groupings of customers
1. focus on fundamental customer needs
2. defined in value (turnover) or volume (units, kg,l)
3. geographic definition
1 focus on fundamental customer needs
Consumer markets:
All individuals and households who buy or acquire goods and services for
personal consumption.
Business markets:
All organisations that buy goods and services to use in the production of other
products and services or for the purpose of reselling or renting them to others
at a profit.
- Business-to-consumer (B2C) market
= number of individuals or number of households
, - Business-to-business (B2B) market
= number of companies
2 defined in value (turnover) or volume (units,kg,l)
Market share= a percentage of total sales (value or volume) in a market
captured by a brand, product or company.
3 geographic definition
Step 2 market process: design customer driven market strategy
(segmentation, targeting, differentiation, positioning)
Which customers and how to create value to them -> marketing programme
(marketing mix)
4 steps in designing a customer driven marketing strategy
Who? Customers segments
What? Value proposition
Segmentation
Divide the total market into smaller segments
Targeting
Select the segment or segments to enter
Differentiation
Differentiate the market offering to create superior customer value
Positioning
Position the market offering in the minds of target customers
,Reasons and benefits of a customer driven marketing strategy
• You make efficient use of resources
• Your marketing mix is targeted
• Your customer is fully satisfied
• Your competitors are outperformed
• Your company makes more profit
WHO? Customers segments
1 marketing segmentation
= involves dividing large, heterogeneous markets into smaller segments that
can be reached more efficiently and effectively with products and services that
match their unique needs.
Major variables for segmenting consumer markets:
Geographic Dividing the market into different geographical units such as
nations, regions, states, counties, cities or neighbourhoods , population desity,
climate
Demographic Dividing the market into groups based on variables such as age,
gender, family size, family life cycle, income, occupation, education, religion,
race, generation and nationality
Psychographic Dividing the market into groups based on social class,
personality characteristics and lifestyle
Behavioral Dividing the market into groups based on their knowledge,
attitudes, uses or responses to a product (occasions, user status, usage rates,
loyalty status)
-occasions (regular occasion, special occasion, season), user status (non-users,
potential users, first time users and regular users) and usage rate
(light/medium/heavy users), loyalty status (none, medium, strong, absolute)
-> occasion segmentation= dividing market into segments according to
occasions when buyers get the idea to buy, actually make the purchase or use
the purchased item.
-> benefit segmentation= dividing the market into segments according to the
different benefits that consumers seek from the product.
To be useful market segmentations must be: measurable, accessible,
substantial, differentiable, actionable.
, 2 marketing targeting
• Market targeting involves evaluating the various segments identified during
the segmentation process and deciding how many and which segments can be
served best.
Evaluate segments on three factors:
• Segment size and growth
• Segment structural attractiveness of the industry
• Company objectives and resources: fit or not, skills & resources.
Target market is the set of buyers who share common needs or characteristics
that the company decides to serve
