CHAPTER 1:
primary goal marketing = understand and meet customer needs to create value
1.1. What is marketing?
def: social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others
→ focus on what consumers want + changing how C perceive the products (perception)
B2B: bedrijven → bedrijven
B2C: bedrijven → klanten
What does marketing apply to?
1. Physical products
2. Services
3. Retail → retailers = B2C
4. Experiences
5. Events
6. Film, music and theater
7. Places
8. Ideas
9. Charity and non-profit
10. People
1.2. What is the difference between customers and consumers?
Customers = buys and goes home with product → vb. buying food
Vs
consumer = using the product → vb. eating the food
,⇒ role of someone = important for marketers
video: shampoo for women
1.3. Market orientation
Def: “The organization-wide generation of market intelligence pertaining to current and future
customer needs, dissemination of the intelligence across the departments, and organization-
wide responsiveness to it
= Finding out what customers want now and, in the future, sharing that information with all
departments, and making sure the whole organization works together to respond to it.
every department in company ⇒ think ab needs customer
latent market: no solution for need → not targeted yet
customer orientation: customer is in the center
+
Competitor orientation: track what competition
is doing + 1 step ahead (strengths and
weaknesses)
+
interfunctional coordination: every department
in company ⇒ think ab needs customer
= long term profit
Customer centricity → not towards all customers (doelgroep) ⇒ market is broad
,1.4. Differences between sales and marketing
Sales = Product push, short-term focus on
satisfaction of customer needs
marketing = Product pull, long-term focus on satisfaction of
customer needs, high focus on stimulation of demand,
branding
customer satisfaction → is not overpromising
ACQUISITION RETENTION
= finding new C → expensive = keeping C
TIP OF THE ICEBERG
C see final design + promotion + final price → marketing is
so much more
“the aim of marketing is to make selling superfluous” ➔
superfluous = overbodig
, 1.5. What do marketers do?
Main focus = customers centricity
→ generate customers insights + develop
marketing strategy
MARKETING WITHIN ORGANISATIONS
• Puts C first
• Enhance a firm’s relationship with C
• All departments → creating, delivering, satisfying C
• No control over all the marketing mix elements
1.6. Marketing as exchange
EXCHANGE = the act of obtaining a desired object from someone by offering something in return
→ 2 parties: both have something to offer (B2B, B2C,...)
→ creates value
→ more consumption choices / possibilities
CUSTOMER VALUE
= the consumer’s assessment of the product’s overall capacity to satisfy his or her needs
primary goal marketing = understand and meet customer needs to create value
1.1. What is marketing?
def: social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others
→ focus on what consumers want + changing how C perceive the products (perception)
B2B: bedrijven → bedrijven
B2C: bedrijven → klanten
What does marketing apply to?
1. Physical products
2. Services
3. Retail → retailers = B2C
4. Experiences
5. Events
6. Film, music and theater
7. Places
8. Ideas
9. Charity and non-profit
10. People
1.2. What is the difference between customers and consumers?
Customers = buys and goes home with product → vb. buying food
Vs
consumer = using the product → vb. eating the food
,⇒ role of someone = important for marketers
video: shampoo for women
1.3. Market orientation
Def: “The organization-wide generation of market intelligence pertaining to current and future
customer needs, dissemination of the intelligence across the departments, and organization-
wide responsiveness to it
= Finding out what customers want now and, in the future, sharing that information with all
departments, and making sure the whole organization works together to respond to it.
every department in company ⇒ think ab needs customer
latent market: no solution for need → not targeted yet
customer orientation: customer is in the center
+
Competitor orientation: track what competition
is doing + 1 step ahead (strengths and
weaknesses)
+
interfunctional coordination: every department
in company ⇒ think ab needs customer
= long term profit
Customer centricity → not towards all customers (doelgroep) ⇒ market is broad
,1.4. Differences between sales and marketing
Sales = Product push, short-term focus on
satisfaction of customer needs
marketing = Product pull, long-term focus on satisfaction of
customer needs, high focus on stimulation of demand,
branding
customer satisfaction → is not overpromising
ACQUISITION RETENTION
= finding new C → expensive = keeping C
TIP OF THE ICEBERG
C see final design + promotion + final price → marketing is
so much more
“the aim of marketing is to make selling superfluous” ➔
superfluous = overbodig
, 1.5. What do marketers do?
Main focus = customers centricity
→ generate customers insights + develop
marketing strategy
MARKETING WITHIN ORGANISATIONS
• Puts C first
• Enhance a firm’s relationship with C
• All departments → creating, delivering, satisfying C
• No control over all the marketing mix elements
1.6. Marketing as exchange
EXCHANGE = the act of obtaining a desired object from someone by offering something in return
→ 2 parties: both have something to offer (B2B, B2C,...)
→ creates value
→ more consumption choices / possibilities
CUSTOMER VALUE
= the consumer’s assessment of the product’s overall capacity to satisfy his or her needs
