Marketing

This marketing summary contains a clear and structured overview of all the subject matter required for the exam. The content is based on the lessons and the handbook and covers, among other things: marketing mix (4Ps) market research consumer behavior segmentation, targeting and positioning etc. The summary is suitable for TEW students at the University of Antwerp and is ideal for studying for the exam.

This comprehensive summary covers the entire subject matter of Marketing bachelor 1, including marketing principles and practice, the marketing environment, consumer behavior, B2B marketing, service marketing, marketing strategy and marketing research. The document is ideal for preparing for exams and contains clear explanations of core concepts, models and definitions that often appear in multiple choice and theory questions. The summary follows the chapters of the course closely and is suitab...

This chapter covers the key concepts of B2B marketing, where businesses, governments, and non-profit organizations are the customers. It discusses the characteristics of business markets, including derived demand, inelastic demand, complex buying processes, and international dimensions. Key topics include Decision-Making Units (DMU), types of customers and goods, organizational buying behavior, outsourcing, buy phases, e-procurement, and strategic purchasing. It also addresses relationship manag...

This document contains three comprehensive summaries of the Working Sessions within the Marketing course unit from the first TEW/HI bachelor. The three cases — Lego, Ace & Tate and Cowboy — are always developed in a clear and structured way, with a focus on key insights, analysis methods and relevant marketing concepts. All summaries were prepared during the 2025—2026 academic year and serve as supporting study material for TEW (Applied Economics) and HI (Business Engineering) students at ...

This document is a comprehensive summary of the “Marketing” course from the first TEW/HI bachelor. The summary was prepared by Prof. Eva Heeremans during the 2025—2026 academic year. The summary includes all 18 chapters and provides a clear, structured overview of the entire subject matter. It is specifically designed for TEW (Applied Economic Sciences) and HI (Business Engineer) students at the University of Antwerp, and is intended as supporting study material for efficient exam preparat...

This document explores how and why consumers make purchasing decisions. It describes the psychological processes, fallacies, motivation, and social influences that determine buying behavior, and explains the purchasing process from need to loyalty. It also shows how companies use these insights to develop effective marketing and brand communication.

This document contains a complete and clearly structured summary of Chapter 2 about the marketing environment. It covers all influences and actors that influence marketing policy, including the internal, performance and external environment. In addition, the DESTEP factors, technological and environmental trends, political and legal influences, industry analysis and competition analysis are extensively explained. This summary provides a complete overview of all core concepts and is ideal for ex...

This document provides a structured summary of Chapter 1 on marketing principles and practice, covering foundational concepts such as the definition of marketing, market orientation, customer value, the marketing mix, and relationship marketing. It explains key distinctions like customers vs. consumers, sales vs. marketing, and acquisition vs. retention. The summary also includes insights on customer centricity, service-dominant logic, co-creation, CRM, and the broader societal impact of market...