1
Marketing Management: hoorcollege samenvatting
Table of Contents
Hoorcollege 1: 6 september 2021.......................................................................................2
Hoorcollege 2: 13 september 2021.....................................................................................7
Hoorcollege 3: 20 september 2021...................................................................................14
Hoorcollege 4: 27 september 2021...................................................................................18
Hoorcollege 5: 4 oktober 2021..........................................................................................24
Hoorcollege 6: 11 oktober 2021........................................................................................29
,2
Marketing Management: hoorcollege samenvatting
Hoorcollege 1: 6 september 2021
- Adam Smith (1776): “Consumption is the sole end and purpose of all production; and the
interest of the producer ought to be attended to, only so far as it may be necessary for
promoting that of the consumer.” we produceren alleen omdat het geconsumeerd wordt
What is marketing?
- Marketing is the performance of business activities that direct the flow of goods, and
services from producers to consumers (American Marketing Association, 1935)
1. Managerial function to coordinate demand & supply
2. Production of goods and services
3. Marketing is a business activity
4. The object of investigation is the business column
5. Increasing efficiency or reduction of costs
- Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives (American Marketing Association, 1985)
1. Purpose of marketing is satisfying exchanges
2. Marketing as both an individual and managerial organizational function
3. Customer dissatisfaction and protecting customers
4. Increasing efficiency (of fulfilling wants and needs)
- Marketing is an organizational function and a set of processes for creating, communication
and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders (American Marketing Association, 2004)
transactie gedachten wordt verandert door een relatie gedachten
1. Marketing’s purpose is to create value
2. Importance of managing relationships with stakeholders (andere partijen)
3. Marketing as an organizational function and activity
4. From a transaction to a relationship focus
- Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large (American Marketing Association, 2007, 2013, 2017) meer een macro
benadering, meer een educational process
1. Its purpose is to create value
2. Marketing as an educational process
3. Reflects the discipline’s broader role in society
Definition (in the book)
- Marketing: the process by which companies create value
for customers and build strong relationships in order to
capture value from costumers in return
- Literally ‘being active on markets’
- Verkoop is marketing, maar marketing is geen verkoop
(verkoop is een te klein onderdeel ervan, marketing is
veel specifieker)
The marketing process
,3
Marketing Management: hoorcollege samenvatting
The value
- Value (in the narrowest sense): a utility trade-off between benefit and sacrifice waarde is
een netto begrip, het verschil (of de optelsom) tussen de voordelen (meer waarde) en
nadelen
- Value (in the broadest sense): a combined utilitarian-hedonic (‘treat yourself’, geen trade-off
gaande, meer een plezier belevenis achter) response, which: amount of pleasure it would
cause minus the amount of pain it would cause
o Implies an interaction between a subject and object
o Is relative by virtue of its comparative, personal, and situational nature
o Is preferential, perceptual and cognitive-affective in nature
- Customer’s evaluation of the difference between all the benefits and all the costs of a
marketing offer relative to those of competing offers
Marketing process, step 1: understanding the marketplace
- Five core concepts:
1. Needs, wants, demands
2. Marketing offerings (i.e., products, services, experiences) marketing offering wordt in de
marketing al een product gezien (tasbaar en niet tasbaar (service))
3. Customer value and satisfaction customer value is een trade-off (en satisfaction niet, is
wel relatief)
4. Exchanges and relationships
5. Market
Marketing myopia (=the quality of being short-sighted/lack of foresight or intellectual
insight/tunnel vision)
- Needs
o States of deprivation
Physical: food, clothing, warmth, safety
Social: belonging and affection
Individual: knowledge and self-expression
, 4
Marketing Management: hoorcollege samenvatting
- Wants: form that needs take as they are shaped by culture and individual personality
- Demands: wants backed by buying power
Marketing process, step 2: design a marketing strategy (STP)
1. Selecting customers to serve: Segmentation and Targeting
2. Deciding on a value proposition: differentiating and Positioning
- Customer relations staan centraal, maar voor wie en hoe
- Dit proces wordt beïnvloed door je marketing planning en hoe je deze uitvoert
Selecting customers to serve (als je een markt al hebt gekozen)
- B to C: bedrijf consument (van bedrijf naar consument richten)
- B to B: bedrijf bedrijf (van bedrijf naar bedrijf richten)
Deciding on a value proposition (als je een markt en customers hebt gekozen)
- Customer value propositions or selling propositions are the sum total of benefits a customer
is promised to receive in return for his or her patronage and he associated payment (or
other value transfer)
- A customer value proposition is what is promised by a company’s marketing and sales
efforts, and then fulfilled by its delivery and customer service processes
Marketing process, step 3: preparing a marketing program
1. Product
2. Price
3. Place (online of in winkel)
4. Promotion
Marketing process, step 4: building customer relationships
- Delivering superior customer value and satisfaction to build and maintain profitable
customer relationships:
o Customer-perceived value: customer’s evaluation of the difference between all the
benefits and costs of a marketing offer relative to those of competing offers van
tevreden klanten loyalen klanten maken
o Customer satisfaction: extent to which a product’s perceived performance matches
a buyer’s expectations
o Customer Relationship Management (CRM):
Levels: low vs high margin customers
Marketing Management: hoorcollege samenvatting
Table of Contents
Hoorcollege 1: 6 september 2021.......................................................................................2
Hoorcollege 2: 13 september 2021.....................................................................................7
Hoorcollege 3: 20 september 2021...................................................................................14
Hoorcollege 4: 27 september 2021...................................................................................18
Hoorcollege 5: 4 oktober 2021..........................................................................................24
Hoorcollege 6: 11 oktober 2021........................................................................................29
,2
Marketing Management: hoorcollege samenvatting
Hoorcollege 1: 6 september 2021
- Adam Smith (1776): “Consumption is the sole end and purpose of all production; and the
interest of the producer ought to be attended to, only so far as it may be necessary for
promoting that of the consumer.” we produceren alleen omdat het geconsumeerd wordt
What is marketing?
- Marketing is the performance of business activities that direct the flow of goods, and
services from producers to consumers (American Marketing Association, 1935)
1. Managerial function to coordinate demand & supply
2. Production of goods and services
3. Marketing is a business activity
4. The object of investigation is the business column
5. Increasing efficiency or reduction of costs
- Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives (American Marketing Association, 1985)
1. Purpose of marketing is satisfying exchanges
2. Marketing as both an individual and managerial organizational function
3. Customer dissatisfaction and protecting customers
4. Increasing efficiency (of fulfilling wants and needs)
- Marketing is an organizational function and a set of processes for creating, communication
and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders (American Marketing Association, 2004)
transactie gedachten wordt verandert door een relatie gedachten
1. Marketing’s purpose is to create value
2. Importance of managing relationships with stakeholders (andere partijen)
3. Marketing as an organizational function and activity
4. From a transaction to a relationship focus
- Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large (American Marketing Association, 2007, 2013, 2017) meer een macro
benadering, meer een educational process
1. Its purpose is to create value
2. Marketing as an educational process
3. Reflects the discipline’s broader role in society
Definition (in the book)
- Marketing: the process by which companies create value
for customers and build strong relationships in order to
capture value from costumers in return
- Literally ‘being active on markets’
- Verkoop is marketing, maar marketing is geen verkoop
(verkoop is een te klein onderdeel ervan, marketing is
veel specifieker)
The marketing process
,3
Marketing Management: hoorcollege samenvatting
The value
- Value (in the narrowest sense): a utility trade-off between benefit and sacrifice waarde is
een netto begrip, het verschil (of de optelsom) tussen de voordelen (meer waarde) en
nadelen
- Value (in the broadest sense): a combined utilitarian-hedonic (‘treat yourself’, geen trade-off
gaande, meer een plezier belevenis achter) response, which: amount of pleasure it would
cause minus the amount of pain it would cause
o Implies an interaction between a subject and object
o Is relative by virtue of its comparative, personal, and situational nature
o Is preferential, perceptual and cognitive-affective in nature
- Customer’s evaluation of the difference between all the benefits and all the costs of a
marketing offer relative to those of competing offers
Marketing process, step 1: understanding the marketplace
- Five core concepts:
1. Needs, wants, demands
2. Marketing offerings (i.e., products, services, experiences) marketing offering wordt in de
marketing al een product gezien (tasbaar en niet tasbaar (service))
3. Customer value and satisfaction customer value is een trade-off (en satisfaction niet, is
wel relatief)
4. Exchanges and relationships
5. Market
Marketing myopia (=the quality of being short-sighted/lack of foresight or intellectual
insight/tunnel vision)
- Needs
o States of deprivation
Physical: food, clothing, warmth, safety
Social: belonging and affection
Individual: knowledge and self-expression
, 4
Marketing Management: hoorcollege samenvatting
- Wants: form that needs take as they are shaped by culture and individual personality
- Demands: wants backed by buying power
Marketing process, step 2: design a marketing strategy (STP)
1. Selecting customers to serve: Segmentation and Targeting
2. Deciding on a value proposition: differentiating and Positioning
- Customer relations staan centraal, maar voor wie en hoe
- Dit proces wordt beïnvloed door je marketing planning en hoe je deze uitvoert
Selecting customers to serve (als je een markt al hebt gekozen)
- B to C: bedrijf consument (van bedrijf naar consument richten)
- B to B: bedrijf bedrijf (van bedrijf naar bedrijf richten)
Deciding on a value proposition (als je een markt en customers hebt gekozen)
- Customer value propositions or selling propositions are the sum total of benefits a customer
is promised to receive in return for his or her patronage and he associated payment (or
other value transfer)
- A customer value proposition is what is promised by a company’s marketing and sales
efforts, and then fulfilled by its delivery and customer service processes
Marketing process, step 3: preparing a marketing program
1. Product
2. Price
3. Place (online of in winkel)
4. Promotion
Marketing process, step 4: building customer relationships
- Delivering superior customer value and satisfaction to build and maintain profitable
customer relationships:
o Customer-perceived value: customer’s evaluation of the difference between all the
benefits and costs of a marketing offer relative to those of competing offers van
tevreden klanten loyalen klanten maken
o Customer satisfaction: extent to which a product’s perceived performance matches
a buyer’s expectations
o Customer Relationship Management (CRM):
Levels: low vs high margin customers
