UNIT 4
A company’s marketing strategy Describes how it will position itself and the products
it sells or the services it provides in the competitive
marketplace. The strategy includes a discussion of
target markets product and pricing policies, and
proposed marketing and promotional initiatives.
A company’s marketing plan The written document which details the marketing
methods selected and specific marketing action or
marketing activities.
AOSTC Analysis, objectives, strategies, tactics and control
Current market situation (A) Information on the competitors and the marketplace
Competitor analysis (A) The competition in the marketplace. You will also
need to include information on their positioning –
how they control the way the customers see the
products or services.
Products / service analysis (A) What you sell or provide, and your USP, that is what
distinguishes your product or service from others on
the market.
Target market (A) Your customer groups or segments
Marketing goals (O) What you want to achieve, in terms of image and
sales.
SMART goals (O) Specific, measurable, achievable, realistic, timed
The approach to meeting the Which market segment?
objectives (S)
Convert your strategy into the Product
marketing mix (T) Price
Place
Promotion
Tracking (C) How the success of the marketing plan will be
measured
Executive summary Summary of the marketing plan included at the
beginning of the document.
USP Unique selling point
UNIT 12
Brainstorming
Product development
To generate ideas
Participants
Roles of a brainstorm team Leader, scribe and team members
Problem statement
Innovative thinking
To set the ground rules
Judgements
Criticisms
To criticize
,To modify / be modified
Risk-taking
Quantity How many are there
Quality How good are they
The scribe schrijver
Judgements oordelen
To get the creative juices flowing Get people thinking more creatively
Thinking out of the box Looking at the problem from a new or different
angle
Combinatory play Technique to use a random word as starting word
Novel questions New or different questions
UNIT 13
Raw materials Used to make or manufacture other products
Logical grouping
Convenience goods Products with a high turnover and relative low price
Fast moving consumer good FMCG
Consumer packaged goods CPG
White goods Major household electrical goods which are usually
white such as freezers and dishwashers and
refrigerators
Brown goods Major household electrical goods that are not
usually white, such as camcorders, televisions and
dvd-players
Perishable goods Goods that have a limited self life and must be
consumed relatively quickly, like eggs and fruit
Durable goods or hard goods Goods that last for a long time like cars
Nondurable goods or soft goods Goods that are used up or last for less than 3 years.
For example CD ROM or print ink
Green products A product that is not harmful for the environment
Generic products Products sold without a brand name, usually in a
supermarket or in a pharmacy as alternatives to
brand name drugs
Healthcare products Products that are beneficial for your health and well-
being (like vitamins)
Childcare
Financial
Consulting
Risk management
Cleaning and maintenance
Education and training
Healthcare
Hairdressing
Telecommunication
, Entertainment
Tourism
Marketing and advertising
UNIT 18
Brand values
knowledgeable
Heritage Erfenis / erfgoed
trustworthy betrouwbaar
UNIT 23
One-to-one marketing = CRM
IDIC = identify, differentiate,
interact and customize
Data warehouse Different databases
To mine the data To analyse
Data mining reveals patterns
Mass customization
Watchdogs / consumer protection waakhonden
groups
Confidential
To Encrypt versleutelen
UNIT 24
Profitability
Marketing budget The costs of the marketing plan
To justify or modify
Giving approval
The affordable approach
To allocate
The percentage of sales approach
The objective-and-task approach
Anticipated sales
Competitive parity refers to spending at par with your competitors,
whereas in competitive advantage we spend to
outperform our competitors. In competitive parity
the products offered by the competitors are similar
in nature and the product can be easily substituted.
Accountable
Cost-effective
Marketing metrics are measurable values used by marketing teams to
demonstrate the effectiveness of campaigns across
all marketing channels.
A company’s marketing strategy Describes how it will position itself and the products
it sells or the services it provides in the competitive
marketplace. The strategy includes a discussion of
target markets product and pricing policies, and
proposed marketing and promotional initiatives.
A company’s marketing plan The written document which details the marketing
methods selected and specific marketing action or
marketing activities.
AOSTC Analysis, objectives, strategies, tactics and control
Current market situation (A) Information on the competitors and the marketplace
Competitor analysis (A) The competition in the marketplace. You will also
need to include information on their positioning –
how they control the way the customers see the
products or services.
Products / service analysis (A) What you sell or provide, and your USP, that is what
distinguishes your product or service from others on
the market.
Target market (A) Your customer groups or segments
Marketing goals (O) What you want to achieve, in terms of image and
sales.
SMART goals (O) Specific, measurable, achievable, realistic, timed
The approach to meeting the Which market segment?
objectives (S)
Convert your strategy into the Product
marketing mix (T) Price
Place
Promotion
Tracking (C) How the success of the marketing plan will be
measured
Executive summary Summary of the marketing plan included at the
beginning of the document.
USP Unique selling point
UNIT 12
Brainstorming
Product development
To generate ideas
Participants
Roles of a brainstorm team Leader, scribe and team members
Problem statement
Innovative thinking
To set the ground rules
Judgements
Criticisms
To criticize
,To modify / be modified
Risk-taking
Quantity How many are there
Quality How good are they
The scribe schrijver
Judgements oordelen
To get the creative juices flowing Get people thinking more creatively
Thinking out of the box Looking at the problem from a new or different
angle
Combinatory play Technique to use a random word as starting word
Novel questions New or different questions
UNIT 13
Raw materials Used to make or manufacture other products
Logical grouping
Convenience goods Products with a high turnover and relative low price
Fast moving consumer good FMCG
Consumer packaged goods CPG
White goods Major household electrical goods which are usually
white such as freezers and dishwashers and
refrigerators
Brown goods Major household electrical goods that are not
usually white, such as camcorders, televisions and
dvd-players
Perishable goods Goods that have a limited self life and must be
consumed relatively quickly, like eggs and fruit
Durable goods or hard goods Goods that last for a long time like cars
Nondurable goods or soft goods Goods that are used up or last for less than 3 years.
For example CD ROM or print ink
Green products A product that is not harmful for the environment
Generic products Products sold without a brand name, usually in a
supermarket or in a pharmacy as alternatives to
brand name drugs
Healthcare products Products that are beneficial for your health and well-
being (like vitamins)
Childcare
Financial
Consulting
Risk management
Cleaning and maintenance
Education and training
Healthcare
Hairdressing
Telecommunication
, Entertainment
Tourism
Marketing and advertising
UNIT 18
Brand values
knowledgeable
Heritage Erfenis / erfgoed
trustworthy betrouwbaar
UNIT 23
One-to-one marketing = CRM
IDIC = identify, differentiate,
interact and customize
Data warehouse Different databases
To mine the data To analyse
Data mining reveals patterns
Mass customization
Watchdogs / consumer protection waakhonden
groups
Confidential
To Encrypt versleutelen
UNIT 24
Profitability
Marketing budget The costs of the marketing plan
To justify or modify
Giving approval
The affordable approach
To allocate
The percentage of sales approach
The objective-and-task approach
Anticipated sales
Competitive parity refers to spending at par with your competitors,
whereas in competitive advantage we spend to
outperform our competitors. In competitive parity
the products offered by the competitors are similar
in nature and the product can be easily substituted.
Accountable
Cost-effective
Marketing metrics are measurable values used by marketing teams to
demonstrate the effectiveness of campaigns across
all marketing channels.
