MODULE 1 INTERNATIONAL SALES AND MARKETING
1.1 Marketing: creating customer value and engagement
MARKETING
= any activity a company performs to promote the sale of products or services
within marketing you have 2 important persons:
1. a marketer/consumer
> wants to attract a consumer for his product
2. a customer
> needs (or wants) to get a product
THE MARKETING PROCESS
- in the marketing process you first need to create value for the costumers and build a relationship
with them and after that you need to capture that value from the customers in return
1st step
understand the marketplace and customer needs and wants – then you know what you need to
focus on as a consumer
2nd step
design a customer-driven marketing strategy – when you have mastered how the marketplace works
and you know on what needs and wants you need to focus on because customers will have an
attraction
3rd step
construct an integrated marketing programme that deliver superior value – but you need to be
careful because this is just the beginning and you don’t know what can happen
4th step
build profitable relationships and create customer delight – when you know that you can master the
marketplace you will need to focus more on the customers so that they will stay and buy products
!!! 5th step
capture value from customers in return (to create profits and customer equity) – when the
customers trust you they will spend more and more money because they know that they will get
something worth in return – that’s when you get to focus more on the profits
,NEEDS <> WANTS
- they are a basic part of the human - they are the form of the human needs
- basic psychical, social and individual - they aren’t basic but specific
- an essential requirement or a necessity whereas - a desire
- essential for one’s survival whereas fulfilment - not essential for one’s survival
- marketers didn’t create them - they are shaped by culture and individual
personality
>>> DEMANDS: when they are backed by
buying power the WANTS become demands
example = SPA – they have a big name in the
world of water, people will buy it because of
the brand name
MARKET OFFERINGS
- definition = a product or service that a company provides to customers to meet their needs
> the thing is that a market offering encompasses more than the product or service – the business
will add extra value to it such as convenience, quality and support
- customers may prioritize these elements differently, so it's important to offer a range of features
and benefits with any offering to attract as many customers as possible
! IMPORTANT because a market offering can generate interest in your products and services
> this can increase your sales and promote brand loyalty
MARKETS
- definition = a place where parties can gather to facilitate the exchange of goods and services
> first you have the population and they are divided into different groups or in other words markets,
in which people have the same interests
! a market can be physical or virtual
! there are a lot of different markets
EXAMPLE: consumer market, industrial market, financial market, …
,CORE MARKETING AND SALES ACTIVITIES
MARKETIN customer product pricing community distributio service
G research developmen = a process = a group of n = the
= the t of fixing the people living = the action of
practice of = value that a in the same action of helping or
identifying incorporate manufacture place or sharing doing work
the sa r will receive having a something for
preference product’s in the particular out among someone
s, attitudes, entire exchange of characteristi a number
motivations journey services and c in of
, and (idea goods. common recipients
buying generation,
behaviour idea
of the screening,
targeted testing, …)
customer
SALES search for design good set prices promote store and keep the
buyers – market products deliver the customer
engage offerings to products relationshi
them and encourage p
identify people to
their needs like, buy,
use, do, or
support
something
A MODERN MARKET SYSTEM
company
suppliers competitors market intermediaries consumers
MAJOR ENVIRONMENTAL FORCES
examples of the major
environmental forces
- the major environmental forces affect everyone > in a DIRECT way
> in an INDIRECT way
- the relationships are also from the consumers to the company (a feedback loop)
, VALUE PROPOSITION
? why should I buy from you and not the competitor ?
> you need to differentiate your brand !!!
MARKETING MANAGEMENT
- definition = choosing the right target markets and building profitable relationships (creating value)
> wants to design strategies that will engage target customers and build profitable relationships with
them
MARKETING MANAGEMENT ORIENTATIONS
- you have different types of orientations in the marketing management:
1. PRODUCTION
o in this orientation, the idea is that consumers will favour or buy products that are available
and highly affordable
> that is why they are focussing on improving their production and distribution efficiency
o THE RISK: the producers in this orientation are losing sight of the real objective ‘satisfying
customer needs and building customer relationship
> example: Lenovo (laptops)
2. PRODUCT
o in this orientation, the idea is that consumers will favour or buy products that offer the most
quality, performance and features
> that is why they are focussing on making continuous products improvements
o THE RISK: it can lead to marketing mytopia -you need to focus on the companies needs
instead of the customers needs
> example: Samsung (phones)
3. SELLING
o in this orientation, the idea is that consumers will favour or buy products that will not buy
enough unless the firm undertakes a large-scale selling and promotion effort
> that is why they are focussing on tracking down prospects and sell them on a product’s
benefits
o THE RISK: they sell what the company makes rather than making what the market wants
> example: Life Insurance
1.1 Marketing: creating customer value and engagement
MARKETING
= any activity a company performs to promote the sale of products or services
within marketing you have 2 important persons:
1. a marketer/consumer
> wants to attract a consumer for his product
2. a customer
> needs (or wants) to get a product
THE MARKETING PROCESS
- in the marketing process you first need to create value for the costumers and build a relationship
with them and after that you need to capture that value from the customers in return
1st step
understand the marketplace and customer needs and wants – then you know what you need to
focus on as a consumer
2nd step
design a customer-driven marketing strategy – when you have mastered how the marketplace works
and you know on what needs and wants you need to focus on because customers will have an
attraction
3rd step
construct an integrated marketing programme that deliver superior value – but you need to be
careful because this is just the beginning and you don’t know what can happen
4th step
build profitable relationships and create customer delight – when you know that you can master the
marketplace you will need to focus more on the customers so that they will stay and buy products
!!! 5th step
capture value from customers in return (to create profits and customer equity) – when the
customers trust you they will spend more and more money because they know that they will get
something worth in return – that’s when you get to focus more on the profits
,NEEDS <> WANTS
- they are a basic part of the human - they are the form of the human needs
- basic psychical, social and individual - they aren’t basic but specific
- an essential requirement or a necessity whereas - a desire
- essential for one’s survival whereas fulfilment - not essential for one’s survival
- marketers didn’t create them - they are shaped by culture and individual
personality
>>> DEMANDS: when they are backed by
buying power the WANTS become demands
example = SPA – they have a big name in the
world of water, people will buy it because of
the brand name
MARKET OFFERINGS
- definition = a product or service that a company provides to customers to meet their needs
> the thing is that a market offering encompasses more than the product or service – the business
will add extra value to it such as convenience, quality and support
- customers may prioritize these elements differently, so it's important to offer a range of features
and benefits with any offering to attract as many customers as possible
! IMPORTANT because a market offering can generate interest in your products and services
> this can increase your sales and promote brand loyalty
MARKETS
- definition = a place where parties can gather to facilitate the exchange of goods and services
> first you have the population and they are divided into different groups or in other words markets,
in which people have the same interests
! a market can be physical or virtual
! there are a lot of different markets
EXAMPLE: consumer market, industrial market, financial market, …
,CORE MARKETING AND SALES ACTIVITIES
MARKETIN customer product pricing community distributio service
G research developmen = a process = a group of n = the
= the t of fixing the people living = the action of
practice of = value that a in the same action of helping or
identifying incorporate manufacture place or sharing doing work
the sa r will receive having a something for
preference product’s in the particular out among someone
s, attitudes, entire exchange of characteristi a number
motivations journey services and c in of
, and (idea goods. common recipients
buying generation,
behaviour idea
of the screening,
targeted testing, …)
customer
SALES search for design good set prices promote store and keep the
buyers – market products deliver the customer
engage offerings to products relationshi
them and encourage p
identify people to
their needs like, buy,
use, do, or
support
something
A MODERN MARKET SYSTEM
company
suppliers competitors market intermediaries consumers
MAJOR ENVIRONMENTAL FORCES
examples of the major
environmental forces
- the major environmental forces affect everyone > in a DIRECT way
> in an INDIRECT way
- the relationships are also from the consumers to the company (a feedback loop)
, VALUE PROPOSITION
? why should I buy from you and not the competitor ?
> you need to differentiate your brand !!!
MARKETING MANAGEMENT
- definition = choosing the right target markets and building profitable relationships (creating value)
> wants to design strategies that will engage target customers and build profitable relationships with
them
MARKETING MANAGEMENT ORIENTATIONS
- you have different types of orientations in the marketing management:
1. PRODUCTION
o in this orientation, the idea is that consumers will favour or buy products that are available
and highly affordable
> that is why they are focussing on improving their production and distribution efficiency
o THE RISK: the producers in this orientation are losing sight of the real objective ‘satisfying
customer needs and building customer relationship
> example: Lenovo (laptops)
2. PRODUCT
o in this orientation, the idea is that consumers will favour or buy products that offer the most
quality, performance and features
> that is why they are focussing on making continuous products improvements
o THE RISK: it can lead to marketing mytopia -you need to focus on the companies needs
instead of the customers needs
> example: Samsung (phones)
3. SELLING
o in this orientation, the idea is that consumers will favour or buy products that will not buy
enough unless the firm undertakes a large-scale selling and promotion effort
> that is why they are focussing on tracking down prospects and sell them on a product’s
benefits
o THE RISK: they sell what the company makes rather than making what the market wants
> example: Life Insurance
