Marketing 0
Peter f. Drucker: Iedereen binnen een bedrijf draagt bij aan het resultaat. Dus iedereen moet
begrijpen hoe je klanten denken over wat je levert. Iedereen moet begrijpen dat ze bijdragen aan
deze denkwijze van klanten.
Een wereld zonder markten:
- Zelfvoorzienend, Geen specialisatie, Geen schaal van economie, Geen groei in wat je leert,
Lage welvaart
The marketing concept:
Het belangrijkste om doelen te bereiken is efficiënter zijn dan je concurrenten in creëren, leveren en
communiceren met betere klantenwaarden voor jouw markten. (The key to achieving organizational
goals is being more effective than competitors in creating, delivering, and communicating superior
customer value to your target markets)
4 concepten:
- The production concept Meer consumeren dan produceren; wat je maakt verkoopt
- The product concept Altijd een beter product maken, mensen kopen het nieuwe
- The sales concept Klanten willen mijn product zodra ze het kennen (hardselling)
- The marketing concept Klanten zo goed mogelijk tevreden stellen
Holistic marketing
Alles wat een bedrijf doet maakt uit. Ook bijvoorbeeld duurzaamheid. Op een ethische manier
• Internal marketing
Focus om medewerkers uit te leggen waar het
bedrijf voor staat. Zij moeten het verkopen
• Integrated marketing
Focus op dat alles wat het bedrijf doet geïntegreerd
wordt. Dat alles van hoge kwaliteit is.
• Performance marketing
Alles wat we doen heeft invloed op onze prestaties.
Focus op resultaten
• Relationship marketing
Focus op het behouden van klanten
Needs: Basis behoefte mensen
Wants: Behoefte direct verbonden aan specifieke objecten die een behoefte tevreden kunnen stellen
Demands: Vraag naar specifiek product in combinatie met de mogelijkheid om te betalen
Marketing management tasks
• Developing marketing strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering value
• Communicating value
,Marketing 1
Corporate planning
• Define the corporate mission
o Focus on a limited number of
goals
o Stress the company’s major
policies and values
o Define the major competitive
spheres within which the
company will operate*
o Take a long-term view
o Are as short, memorable, and meaningful as possible
▪ Focus on market > Focus on product *
We entertain people > We make movies
• Establish SBUs (strategic business unit)
o It is a single business or collection of related businesses, that
can be planned separately from the rest of the company (OLA)
▪ It has its own set of competitors
▪ It has a manager responsible for: strategic planning & profitability
• Asses growth opportunities
o Intensive growth: improve existing businesses
o Integrative growth: vertical/horizontal integration within
industry
o Diversification growth: outside the present businesses /
industries (high risk)
• Assign resources to each SBU
Division planning
Focus op verschillende onderdelen omdat het anders teveel werk is
Business planning
Merken binnen een groot merk. Bijvoorbeeld OLA als
onderdeel Unilever
• Organizational costs and
Performance vs Competitor costs and
Performance (you don’t know last one)
A source of competitive advantage
• Difficult to imitate
• Applications in a wide variety of markets
• Porter’s value chain
,Op verschillende manieren kan je
concurrentievoordeel behalen
• Core business processes
o Marketsensing
▪ Als je beter weet wat
klanten willen
o Customer relationship
management
▪ Hoe behoud je de klanten
o New-offering realization
▪ Sneller met nieuwe
producten komen
o Fulfillment management
▪ Organiseren van order krijgen, verwerken en bezorgen
o Customer acquisition
▪ Hoe trek je klanten aan, defining target markets
• Porter’s generic strategies (strategy formulation)
o Overall cost leadership
▪ You cannot have the lowest cost and the highest quality
o Differentiation
▪ Many ways you can make a better product than the competitor, less risk
o Focus
▪ Small companies to focus on a specific market segment
Marketing plan (between business and product planning)
A written document that summarizes what the marketer has learned about the marketplace and
indicates how the firm plans to reach its marketing objectives
o Works with plans set at the level above (SBU)
o Contains tactical guidelines for the marketing program
and financial allocations over the planning period (1 year)
• Marketing plan contents
o Executive summary
o Table of contents
o Situation analysis
o Marketing strategy
o Financial projections
o Implementation controls
• Criteria for evaluating, is the plan..
o Simple?
o Specific?
o Realistic?
o Complete?
Product planning
Producten van een merk. Zoals magnum.
, Marketing 2 (Frans Verhees)
The foundation of a marketing plan is: Information
- Macro environment analysis
- Competitive analysis
- Marketing analysis
- Analysis past/current performance
- Marketing strategy
- Financial projections
- Implementation controls
Marketing information system (MIS): A marketing information system consist of people, equipment
and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate
information to marketing decision makers.
How to set up a marketing information system?
- What decisions do you regularly make?
- What information do you need to make these decisions?
- What information do you regularly get?
- What information do you want that you are not getting now?
- What information would you want? (daily, weekly, monthly, yearly)
- What special studies do you periodically request?
- What newsletters, briefings, blogs, reports or magazines would you like to see on a regular
basis
- What topics would you like to be kept informed of?
- What data analysis and reporting programs would you want?
- How to improve your MIS?
Internal records:
Information that you already gather in your company
for other purposes (ordering cycle, sales information
system, databases)
Marketing intelligence:
External information about the market (CBS, books,
newspapers, trade publications, consumers, customers,
distributors, suppliers, meeting other company managers, internet, social media)
Marketing research:
Special research that you want to set up for special purposes. Specific marketing situations. (research
agency)
How do these environments influence myself, customers,
competitors?
Peter f. Drucker: Iedereen binnen een bedrijf draagt bij aan het resultaat. Dus iedereen moet
begrijpen hoe je klanten denken over wat je levert. Iedereen moet begrijpen dat ze bijdragen aan
deze denkwijze van klanten.
Een wereld zonder markten:
- Zelfvoorzienend, Geen specialisatie, Geen schaal van economie, Geen groei in wat je leert,
Lage welvaart
The marketing concept:
Het belangrijkste om doelen te bereiken is efficiënter zijn dan je concurrenten in creëren, leveren en
communiceren met betere klantenwaarden voor jouw markten. (The key to achieving organizational
goals is being more effective than competitors in creating, delivering, and communicating superior
customer value to your target markets)
4 concepten:
- The production concept Meer consumeren dan produceren; wat je maakt verkoopt
- The product concept Altijd een beter product maken, mensen kopen het nieuwe
- The sales concept Klanten willen mijn product zodra ze het kennen (hardselling)
- The marketing concept Klanten zo goed mogelijk tevreden stellen
Holistic marketing
Alles wat een bedrijf doet maakt uit. Ook bijvoorbeeld duurzaamheid. Op een ethische manier
• Internal marketing
Focus om medewerkers uit te leggen waar het
bedrijf voor staat. Zij moeten het verkopen
• Integrated marketing
Focus op dat alles wat het bedrijf doet geïntegreerd
wordt. Dat alles van hoge kwaliteit is.
• Performance marketing
Alles wat we doen heeft invloed op onze prestaties.
Focus op resultaten
• Relationship marketing
Focus op het behouden van klanten
Needs: Basis behoefte mensen
Wants: Behoefte direct verbonden aan specifieke objecten die een behoefte tevreden kunnen stellen
Demands: Vraag naar specifiek product in combinatie met de mogelijkheid om te betalen
Marketing management tasks
• Developing marketing strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering value
• Communicating value
,Marketing 1
Corporate planning
• Define the corporate mission
o Focus on a limited number of
goals
o Stress the company’s major
policies and values
o Define the major competitive
spheres within which the
company will operate*
o Take a long-term view
o Are as short, memorable, and meaningful as possible
▪ Focus on market > Focus on product *
We entertain people > We make movies
• Establish SBUs (strategic business unit)
o It is a single business or collection of related businesses, that
can be planned separately from the rest of the company (OLA)
▪ It has its own set of competitors
▪ It has a manager responsible for: strategic planning & profitability
• Asses growth opportunities
o Intensive growth: improve existing businesses
o Integrative growth: vertical/horizontal integration within
industry
o Diversification growth: outside the present businesses /
industries (high risk)
• Assign resources to each SBU
Division planning
Focus op verschillende onderdelen omdat het anders teveel werk is
Business planning
Merken binnen een groot merk. Bijvoorbeeld OLA als
onderdeel Unilever
• Organizational costs and
Performance vs Competitor costs and
Performance (you don’t know last one)
A source of competitive advantage
• Difficult to imitate
• Applications in a wide variety of markets
• Porter’s value chain
,Op verschillende manieren kan je
concurrentievoordeel behalen
• Core business processes
o Marketsensing
▪ Als je beter weet wat
klanten willen
o Customer relationship
management
▪ Hoe behoud je de klanten
o New-offering realization
▪ Sneller met nieuwe
producten komen
o Fulfillment management
▪ Organiseren van order krijgen, verwerken en bezorgen
o Customer acquisition
▪ Hoe trek je klanten aan, defining target markets
• Porter’s generic strategies (strategy formulation)
o Overall cost leadership
▪ You cannot have the lowest cost and the highest quality
o Differentiation
▪ Many ways you can make a better product than the competitor, less risk
o Focus
▪ Small companies to focus on a specific market segment
Marketing plan (between business and product planning)
A written document that summarizes what the marketer has learned about the marketplace and
indicates how the firm plans to reach its marketing objectives
o Works with plans set at the level above (SBU)
o Contains tactical guidelines for the marketing program
and financial allocations over the planning period (1 year)
• Marketing plan contents
o Executive summary
o Table of contents
o Situation analysis
o Marketing strategy
o Financial projections
o Implementation controls
• Criteria for evaluating, is the plan..
o Simple?
o Specific?
o Realistic?
o Complete?
Product planning
Producten van een merk. Zoals magnum.
, Marketing 2 (Frans Verhees)
The foundation of a marketing plan is: Information
- Macro environment analysis
- Competitive analysis
- Marketing analysis
- Analysis past/current performance
- Marketing strategy
- Financial projections
- Implementation controls
Marketing information system (MIS): A marketing information system consist of people, equipment
and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate
information to marketing decision makers.
How to set up a marketing information system?
- What decisions do you regularly make?
- What information do you need to make these decisions?
- What information do you regularly get?
- What information do you want that you are not getting now?
- What information would you want? (daily, weekly, monthly, yearly)
- What special studies do you periodically request?
- What newsletters, briefings, blogs, reports or magazines would you like to see on a regular
basis
- What topics would you like to be kept informed of?
- What data analysis and reporting programs would you want?
- How to improve your MIS?
Internal records:
Information that you already gather in your company
for other purposes (ordering cycle, sales information
system, databases)
Marketing intelligence:
External information about the market (CBS, books,
newspapers, trade publications, consumers, customers,
distributors, suppliers, meeting other company managers, internet, social media)
Marketing research:
Special research that you want to set up for special purposes. Specific marketing situations. (research
agency)
How do these environments influence myself, customers,
competitors?
