Global marketing – The marketing strategy
Global marketing roadmap
1: The marketing strategy
1.1: creating customer, value and engagement
Step 1: convince them that they need the product
Step 2: Convince them to want the product
Digitalization:
Pro: more ways to market, more personilised,
you can distribute to more people.
Con: way more competition
You have more jobs than you used to: you have to look
at more things.
The Marketeer: wants to attract the consumer/ costumer
The consumer: grocery, need or wants to get a product
The Costumer: laptop, need or wants to get a product
Step 1: How to find out the right customer for the product
Step 2: how to create a plan to attract the right customer
Find the right channels
Step 3: How to make the customer to keep buying the product
Customer acquisition cost
Step 4: how to make the consumer and the customer talk good with others
about the product
Build trust if the customer trusts us, they will tell it to their friends
What is marketing?
Process create value build strong customer relationships to
capture value from customers
,The marketing process
1 Understand the marketplace and the customer needs
2 Design a customer-driven marketing strategy
3 Construct an integrated marketing programme
4 Build profitable relationships
5 Capture value from customers in return
1.1.1: the marketplace and the customer needs& wants
Maslow’s hierarchy of needs: If the lower needs aren’t fulfilled the
higher needs are useless
, Customer:
needs: basic parts, marketers didn’t create them
wants: the form of human needs, specific, shaped by culture
when backed up by buying power, “wants” become
demands
products + services + information/ experiences = market offerings
ex: advantage card for an airline
You have one big market
divide them into groups (segmentation)
Every group has different needs, wants and
concerns
Modern marketing system
each part of the system adds
value
the arrow represent the
relationships that must be developed
and managed to create customer
value and profitable customer
relationships
suppliers: supply to you but also your competitors
o the relationship between you and your supplier is very
important:
in case of a shortage, the one best relationship has the
largest advantage
Company/ competitors: sell a product, need the marketing
intermediaries
Marketing intermediaries: billboards, people telling people, tv spots,
…
o They make sure the consumer knows the product and is
attracted to the product.
Consumers: buy the product
o When reselling a product they become the company
Major environmental forces:
o affect the supplier: shortage of supplies
o affect the consumer: want to buy more sustainable, corona,
flood, not enough money, …
Global marketing roadmap
1: The marketing strategy
1.1: creating customer, value and engagement
Step 1: convince them that they need the product
Step 2: Convince them to want the product
Digitalization:
Pro: more ways to market, more personilised,
you can distribute to more people.
Con: way more competition
You have more jobs than you used to: you have to look
at more things.
The Marketeer: wants to attract the consumer/ costumer
The consumer: grocery, need or wants to get a product
The Costumer: laptop, need or wants to get a product
Step 1: How to find out the right customer for the product
Step 2: how to create a plan to attract the right customer
Find the right channels
Step 3: How to make the customer to keep buying the product
Customer acquisition cost
Step 4: how to make the consumer and the customer talk good with others
about the product
Build trust if the customer trusts us, they will tell it to their friends
What is marketing?
Process create value build strong customer relationships to
capture value from customers
,The marketing process
1 Understand the marketplace and the customer needs
2 Design a customer-driven marketing strategy
3 Construct an integrated marketing programme
4 Build profitable relationships
5 Capture value from customers in return
1.1.1: the marketplace and the customer needs& wants
Maslow’s hierarchy of needs: If the lower needs aren’t fulfilled the
higher needs are useless
, Customer:
needs: basic parts, marketers didn’t create them
wants: the form of human needs, specific, shaped by culture
when backed up by buying power, “wants” become
demands
products + services + information/ experiences = market offerings
ex: advantage card for an airline
You have one big market
divide them into groups (segmentation)
Every group has different needs, wants and
concerns
Modern marketing system
each part of the system adds
value
the arrow represent the
relationships that must be developed
and managed to create customer
value and profitable customer
relationships
suppliers: supply to you but also your competitors
o the relationship between you and your supplier is very
important:
in case of a shortage, the one best relationship has the
largest advantage
Company/ competitors: sell a product, need the marketing
intermediaries
Marketing intermediaries: billboards, people telling people, tv spots,
…
o They make sure the consumer knows the product and is
attracted to the product.
Consumers: buy the product
o When reselling a product they become the company
Major environmental forces:
o affect the supplier: shortage of supplies
o affect the consumer: want to buy more sustainable, corona,
flood, not enough money, …
