TEW Marketing (2026)
,1. Marketing Principles and Practice
1.1 what is marketing?
= a social and managerial (= managing) process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others (to build and maintain
profitable relationships with stakeholders)
• Increase sales through aggressive promotion
• Understand and meet costumer needs to create value (= worth)
• Create advertisements for products
• Ensure that products are cheaper than those of the competitions
Applications marketing:
− Physical products
− Services (website)
− Retail (shops)
− Experiences (trips)
− Events
− Film, music, theatre
− Places (city)
− Ideas (campagnas)
− Charities & non-profits
− People (president)
→ anywhere buyers have a choice
1.2 what is the difference between customers and consumers?
Consumers’ buying roles:
(= making the decision-making process
easier)
1.3 marketing orientation
= the organization-wide generation of market intelligence pertaining (= connected) to current and future
customers needs, dissemination (= sharing) of the intelligence across the departments, and organization-
wide responsiveness to it (e.g. cars instead of faster horses)
,The 3 components of market orientation:
• Costumer orientation: developing and redeveloping offerings to
meet customer needs. So, we should measure customer
satisfaction on a continuous basis and train our service staff
• Competitor orientation: understanding of its competitors’ (short-
term strengths and weaknesses and its own long-term capabilities
and strategies)
• Interfunctional coordination: requiring all an organization’s
functions to work together for long-term profit growth
Customer centricity: you put the customer at the center of everything
you do (try NOT to please ALL customers because it is impossible, but the costumers that value the company, …
should be put at the center)
1.4 marketing’s intellectuel roots
− Industrial economics influences
. Supply and demand (price, quantity)
. Theories of income distribution, scale of operation, monopoly, competition, …
− Psychological influences
. Consumer behaviour, motivation research, information processing
. Persuasion1, consumer personality, customer satisfaction, …
− Sociological influences
. How groups of people behave: Demographics, class, motivation, customs, culture
. How communication passes through opinion leaders, …
− Anthropological influences
. Qualitative approaches in researching consumer behaviour
− Computer science influences
. Digitization, recommendation systems, apps, …
1.5 differences between sales and marketing
marketing sales
Product pull Product push
long-term focus on satisfaction short-term focus on satisfaction
greater input into customer design of offering lesser input into customer design of offering
high focus on stimulation of demand more focused on meeting existing demand
→ acquisition (= gaining) vs retention (= not loosing something)
- Segments (sections)
, 1.6 what do marketers do?
→ placing the costumer at the center of a company’s operations and decision-making processes
Marketing within organizations:
- Marketing inherently puts customers first
- Marketing should enhance (= improve) a firm’s relationships with its customers
- Marketing is present in all aspects of an organization since all departments play a role in creating,
delivering and satisfying customers
- Marketers do not control all the marketing mix elements (4 P’s) (e.g. they don’t control customers)
- CEO’s with a marketing background = socially responsible, inclusive, have a strong strategy and long-term
vision
1.7 marketing as exchange
→ exchange = the act of obtaining a desired object from someone by
offering something in return (deal)
=> costumer value = consumer’s assessment (= opinion) of the product’s overall capacity to satisfy the needs
(benefits vs costs)
,1. Marketing Principles and Practice
1.1 what is marketing?
= a social and managerial (= managing) process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others (to build and maintain
profitable relationships with stakeholders)
• Increase sales through aggressive promotion
• Understand and meet costumer needs to create value (= worth)
• Create advertisements for products
• Ensure that products are cheaper than those of the competitions
Applications marketing:
− Physical products
− Services (website)
− Retail (shops)
− Experiences (trips)
− Events
− Film, music, theatre
− Places (city)
− Ideas (campagnas)
− Charities & non-profits
− People (president)
→ anywhere buyers have a choice
1.2 what is the difference between customers and consumers?
Consumers’ buying roles:
(= making the decision-making process
easier)
1.3 marketing orientation
= the organization-wide generation of market intelligence pertaining (= connected) to current and future
customers needs, dissemination (= sharing) of the intelligence across the departments, and organization-
wide responsiveness to it (e.g. cars instead of faster horses)
,The 3 components of market orientation:
• Costumer orientation: developing and redeveloping offerings to
meet customer needs. So, we should measure customer
satisfaction on a continuous basis and train our service staff
• Competitor orientation: understanding of its competitors’ (short-
term strengths and weaknesses and its own long-term capabilities
and strategies)
• Interfunctional coordination: requiring all an organization’s
functions to work together for long-term profit growth
Customer centricity: you put the customer at the center of everything
you do (try NOT to please ALL customers because it is impossible, but the costumers that value the company, …
should be put at the center)
1.4 marketing’s intellectuel roots
− Industrial economics influences
. Supply and demand (price, quantity)
. Theories of income distribution, scale of operation, monopoly, competition, …
− Psychological influences
. Consumer behaviour, motivation research, information processing
. Persuasion1, consumer personality, customer satisfaction, …
− Sociological influences
. How groups of people behave: Demographics, class, motivation, customs, culture
. How communication passes through opinion leaders, …
− Anthropological influences
. Qualitative approaches in researching consumer behaviour
− Computer science influences
. Digitization, recommendation systems, apps, …
1.5 differences between sales and marketing
marketing sales
Product pull Product push
long-term focus on satisfaction short-term focus on satisfaction
greater input into customer design of offering lesser input into customer design of offering
high focus on stimulation of demand more focused on meeting existing demand
→ acquisition (= gaining) vs retention (= not loosing something)
- Segments (sections)
, 1.6 what do marketers do?
→ placing the costumer at the center of a company’s operations and decision-making processes
Marketing within organizations:
- Marketing inherently puts customers first
- Marketing should enhance (= improve) a firm’s relationships with its customers
- Marketing is present in all aspects of an organization since all departments play a role in creating,
delivering and satisfying customers
- Marketers do not control all the marketing mix elements (4 P’s) (e.g. they don’t control customers)
- CEO’s with a marketing background = socially responsible, inclusive, have a strong strategy and long-term
vision
1.7 marketing as exchange
→ exchange = the act of obtaining a desired object from someone by
offering something in return (deal)
=> costumer value = consumer’s assessment (= opinion) of the product’s overall capacity to satisfy the needs
(benefits vs costs)
