Colour code
Green: topic
Yellow: concept
Blue: mode/conceptual framework
Red: reflection question
Purple: Article
light blue: personal annotations to understand content (some prompted by chat gpt!)
Topic 1 Developments in Marketing Thinking
S1
Setting the scene:
What is marketing?
Functions & processes/activities to deliver “customer value”
• A business philosophy -> a way to approach the market
1. Production Concept: consumers will buy products that are widely available and low
in cost
2. Product concept: consumers will buy products that offer the best quality and
performance
3. Selling concept: organization must undertake aggressive selling efforts to make
customers buy
, 4. The Marketing Concept: science on how to get ass produced products to be at seen
by the right people, at the same time
Core: logistic optimization
● The thinking of this concept only emerged when context changes (e.g rise mass
production, of technology = of competition)
● When we know there is a demand, we jump into market and find a way to create
value for customers and introduce ourselves into a specific segment
Marketing definitions AMA
1985: Marketing is the process of planning and executing conception, pricing, promotion
and distribution of goods, ideas and services to create exchanges that satisfy individual
and organizational goals.
Metric: market share (about driving sales, emphasis on features and pricing)
Focus: Transaction and product driven
⬇
2012: Marketing is the activity, set of institutions (not activity but whole department of a
company), and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. (Approved 2017) customer + stakeholders ! (think
about distributed networks)
Metric: share of wallet
Focus: Relation and value driven (about building customer relationships)
,
Two main marketing decisions:
1. Segmentation: Which segment/group we want to specify in?
a. understanding consumers
b. Consumer Behavior
2. Value differentiation: what is it that they want that is still not on the market - what
value can you bring
a. creative customer value
b. delivering marketing strategy
Market Orientation
So, what about market orientation?
Is there a relation to marketing concepts?
Where do we stand now with our marketing thinking?
Narver & Slater (1990)
● Market orientation is crucial for sustainable superior value
● the one way to be successful is to start from the market
Market orientation is the organizational culture that most effectively and efficiently creates
the necessary behaviors for the creation of superior value for buyers and, thus, long term
superior performance of the business.
MO as culture
, ● Set of beliefs that put the customers’ interest first,
• while not excluding that of all other stakeholders, such as owners, managers and
employees, in order to develop a long-term profitable enterprise. (Desphandé, Farley
& Webster, 1993)
MO as behavior
● the ability to generate, disseminate and use superior information about customers
and competitors
● “We are driven by what the customer wants. we try to gather data, research and put
together research and then promote them”
3 components (as seen in article)
● customer orientation
● competitor orientation
● interfunctional coordination: how internally, within organization, all departments are
aligned in creating this customer value
= induces long term profit focus
Poll: MO is the implementation of the marketing concept (Kohli & JAworski 1990) at the time
yes, but things have changed. so this will be examined
S2: Origins of Marketing Thought/Current marketing developments
Article 1: Narver & Slater (1990): “The effect of a market orientation on business
profitability”
Green: topic
Yellow: concept
Blue: mode/conceptual framework
Red: reflection question
Purple: Article
light blue: personal annotations to understand content (some prompted by chat gpt!)
Topic 1 Developments in Marketing Thinking
S1
Setting the scene:
What is marketing?
Functions & processes/activities to deliver “customer value”
• A business philosophy -> a way to approach the market
1. Production Concept: consumers will buy products that are widely available and low
in cost
2. Product concept: consumers will buy products that offer the best quality and
performance
3. Selling concept: organization must undertake aggressive selling efforts to make
customers buy
, 4. The Marketing Concept: science on how to get ass produced products to be at seen
by the right people, at the same time
Core: logistic optimization
● The thinking of this concept only emerged when context changes (e.g rise mass
production, of technology = of competition)
● When we know there is a demand, we jump into market and find a way to create
value for customers and introduce ourselves into a specific segment
Marketing definitions AMA
1985: Marketing is the process of planning and executing conception, pricing, promotion
and distribution of goods, ideas and services to create exchanges that satisfy individual
and organizational goals.
Metric: market share (about driving sales, emphasis on features and pricing)
Focus: Transaction and product driven
⬇
2012: Marketing is the activity, set of institutions (not activity but whole department of a
company), and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. (Approved 2017) customer + stakeholders ! (think
about distributed networks)
Metric: share of wallet
Focus: Relation and value driven (about building customer relationships)
,
Two main marketing decisions:
1. Segmentation: Which segment/group we want to specify in?
a. understanding consumers
b. Consumer Behavior
2. Value differentiation: what is it that they want that is still not on the market - what
value can you bring
a. creative customer value
b. delivering marketing strategy
Market Orientation
So, what about market orientation?
Is there a relation to marketing concepts?
Where do we stand now with our marketing thinking?
Narver & Slater (1990)
● Market orientation is crucial for sustainable superior value
● the one way to be successful is to start from the market
Market orientation is the organizational culture that most effectively and efficiently creates
the necessary behaviors for the creation of superior value for buyers and, thus, long term
superior performance of the business.
MO as culture
, ● Set of beliefs that put the customers’ interest first,
• while not excluding that of all other stakeholders, such as owners, managers and
employees, in order to develop a long-term profitable enterprise. (Desphandé, Farley
& Webster, 1993)
MO as behavior
● the ability to generate, disseminate and use superior information about customers
and competitors
● “We are driven by what the customer wants. we try to gather data, research and put
together research and then promote them”
3 components (as seen in article)
● customer orientation
● competitor orientation
● interfunctional coordination: how internally, within organization, all departments are
aligned in creating this customer value
= induces long term profit focus
Poll: MO is the implementation of the marketing concept (Kohli & JAworski 1990) at the time
yes, but things have changed. so this will be examined
S2: Origins of Marketing Thought/Current marketing developments
Article 1: Narver & Slater (1990): “The effect of a market orientation on business
profitability”
