Marketing Management
Inhoudsopgave)
Inhoudsopgave) ...................................................................................................... 1
1) Introduction ........................................................................................................ 1
1.1) What is marketing .......................................................................................... 1
1.2) Why is marketing relevant? ............................................................................. 3
1.3) The role of marketing in the organization .......................................................... 4
1.4) The evolution of marketing: From Marketing 1.0 to Marketing 5.0 ....................... 5
1.5) Marketing in various types of organizations ...................................................... 6
1.6) The marketing cycle ....................................................................................... 6
2) Marketing Analysis ............................................................................................... 7
2.1) What is marketing analysis and why is it relevant? ............................................ 7
2.2) How to establish marketing intelligence through marketing analysis? ................ 7
2.3) How do data contribute to establishing marketing intelligence? ...................... 12
2.4) Conclusions ................................................................................................ 14
3) Marketing Strategy ............................................................................................. 14
3.1) What is a marketing strategy and why is it relevant? ........................................ 14
3.2) How to develop a marketing strategy? ........................................................... 15
3.3) How to embed the marketing strategy within the hierarchy of strategies? ......... 20
3.4) Conclusions ................................................................................................ 23
4) Product ............................................................................................................. 24
4.1) What is a product? ....................................................................................... 24
4.2) Why is a product important? ......................................................................... 25
4.3) How to develop and manage products? ......................................................... 25
4.4) Conclusions ................................................................................................ 31
5) Promotion Or Marketing Communications ........................................................... 32
5.1) What are marketing communications? .......................................................... 32
5.2) Why are marketing communications important? ............................................ 36
5.3) How to build a marketing communications plan? ........................................... 36
1
, 5.4) Conclusions ................................................................................................ 43
6) Place or Distribution .......................................................................................... 44
6.1) What is distribution? .................................................................................... 44
6.2) Why is distribution important? ...................................................................... 44
6.3) How to develop a distribution model? ........................................................... 45
6.4) Conclusions ................................................................................................ 53
7) Price ................................................................................................................. 54
7.1) What is the price? ........................................................................................ 54
7.2) Why is pricing important? ............................................................................. 55
7.3) How to develop a pricing model? .................................................................. 55
7.4) Conclusions ................................................................................................ 64
9) Marketing Evaluation ......................................................................................... 65
9.1) What is marketing and why is it relevant? ....................................................... 65
9.2) How to start with marketing evaluations? ...................................................... 65
9.3) Metrices at the marketing mix level ............................................................... 66
9.4) Matrices at the marketing strategy level ......................................................... 71
9.5) Metrices at the corporate, organizational or business level ............................. 72
9.6) How to measure, analyze and report for marketing evaluation? ....................... 74
9.7) Conclusions ................................................................................................ 77
2
,1) Introduction
“Marketing is to important to be left to the marketing department”
-> Marketing is de verantwoordelijkheid van de ganse organisatie
1.1) What is marketing
can be seen as 2 things)
1) Marketing Just a Department of The Organization:
▪ Functional view on marketing, just a department responsible for advertising and
price promotions
2) Marketing as A Mindset: (More Customer- Centric)
▪ Marketing = mindset, organization can only be successful if it satisfies needs
and wants of customer and other stakeholders (Focus of This Book)
Definition of American Marketing Association)
▪ Marketing = 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.
Definition of Kotler)
▪ Marketing is ene sociaal en managementproces waarin individuen en groepen
verkrijgen waaraan zij behoefte hebben en wat zij wensen, door producten en
waarde te creëren en deze met anderen uit te wisselen
-> Marketing is all about value, only meaningful if it created value for customers and
other stakeholders
Wat is Value?)
▪ Value reflects a trade-off between the benefits and costs perceived by the
beneficiary.
▪ The beneficiary can be the organization itself, the customer (our focus) but also
employees, investors, or the community
▪ Important! Value is always determined by the beneficiary itself.
Customer Value)
▪ The Benefits = positive aspects related to the product
3
, ▪ The costs = negative aspects related to the product
Overview of value types that reflect potential benefits and costs)
(not all value types listed are relevant for every product)
Word Product used in broad way)
▪ Product = Refers to any (physical or digital) good and/or service that a customer can
acquire, use and/ or consume to satisfy their wants and needs
Customer Value is fundamental within marketing for 2 reasons:
1. It influences customers’ decision-making
4
Inhoudsopgave)
Inhoudsopgave) ...................................................................................................... 1
1) Introduction ........................................................................................................ 1
1.1) What is marketing .......................................................................................... 1
1.2) Why is marketing relevant? ............................................................................. 3
1.3) The role of marketing in the organization .......................................................... 4
1.4) The evolution of marketing: From Marketing 1.0 to Marketing 5.0 ....................... 5
1.5) Marketing in various types of organizations ...................................................... 6
1.6) The marketing cycle ....................................................................................... 6
2) Marketing Analysis ............................................................................................... 7
2.1) What is marketing analysis and why is it relevant? ............................................ 7
2.2) How to establish marketing intelligence through marketing analysis? ................ 7
2.3) How do data contribute to establishing marketing intelligence? ...................... 12
2.4) Conclusions ................................................................................................ 14
3) Marketing Strategy ............................................................................................. 14
3.1) What is a marketing strategy and why is it relevant? ........................................ 14
3.2) How to develop a marketing strategy? ........................................................... 15
3.3) How to embed the marketing strategy within the hierarchy of strategies? ......... 20
3.4) Conclusions ................................................................................................ 23
4) Product ............................................................................................................. 24
4.1) What is a product? ....................................................................................... 24
4.2) Why is a product important? ......................................................................... 25
4.3) How to develop and manage products? ......................................................... 25
4.4) Conclusions ................................................................................................ 31
5) Promotion Or Marketing Communications ........................................................... 32
5.1) What are marketing communications? .......................................................... 32
5.2) Why are marketing communications important? ............................................ 36
5.3) How to build a marketing communications plan? ........................................... 36
1
, 5.4) Conclusions ................................................................................................ 43
6) Place or Distribution .......................................................................................... 44
6.1) What is distribution? .................................................................................... 44
6.2) Why is distribution important? ...................................................................... 44
6.3) How to develop a distribution model? ........................................................... 45
6.4) Conclusions ................................................................................................ 53
7) Price ................................................................................................................. 54
7.1) What is the price? ........................................................................................ 54
7.2) Why is pricing important? ............................................................................. 55
7.3) How to develop a pricing model? .................................................................. 55
7.4) Conclusions ................................................................................................ 64
9) Marketing Evaluation ......................................................................................... 65
9.1) What is marketing and why is it relevant? ....................................................... 65
9.2) How to start with marketing evaluations? ...................................................... 65
9.3) Metrices at the marketing mix level ............................................................... 66
9.4) Matrices at the marketing strategy level ......................................................... 71
9.5) Metrices at the corporate, organizational or business level ............................. 72
9.6) How to measure, analyze and report for marketing evaluation? ....................... 74
9.7) Conclusions ................................................................................................ 77
2
,1) Introduction
“Marketing is to important to be left to the marketing department”
-> Marketing is de verantwoordelijkheid van de ganse organisatie
1.1) What is marketing
can be seen as 2 things)
1) Marketing Just a Department of The Organization:
▪ Functional view on marketing, just a department responsible for advertising and
price promotions
2) Marketing as A Mindset: (More Customer- Centric)
▪ Marketing = mindset, organization can only be successful if it satisfies needs
and wants of customer and other stakeholders (Focus of This Book)
Definition of American Marketing Association)
▪ Marketing = 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.
Definition of Kotler)
▪ Marketing is ene sociaal en managementproces waarin individuen en groepen
verkrijgen waaraan zij behoefte hebben en wat zij wensen, door producten en
waarde te creëren en deze met anderen uit te wisselen
-> Marketing is all about value, only meaningful if it created value for customers and
other stakeholders
Wat is Value?)
▪ Value reflects a trade-off between the benefits and costs perceived by the
beneficiary.
▪ The beneficiary can be the organization itself, the customer (our focus) but also
employees, investors, or the community
▪ Important! Value is always determined by the beneficiary itself.
Customer Value)
▪ The Benefits = positive aspects related to the product
3
, ▪ The costs = negative aspects related to the product
Overview of value types that reflect potential benefits and costs)
(not all value types listed are relevant for every product)
Word Product used in broad way)
▪ Product = Refers to any (physical or digital) good and/or service that a customer can
acquire, use and/ or consume to satisfy their wants and needs
Customer Value is fundamental within marketing for 2 reasons:
1. It influences customers’ decision-making
4
