Marketing
Market
- Market offerings are some combination of products, services, information, or
experiences offered to a market to satisfy a need or want.
- Market the set of all actual and potential buyers of a product or service.
Market orientation
- Kennis van de klant, concurrentie, doelgroep, interne kant organisatie
Performance - expectations
Klanten tevreden houden en aan hun verwachtingen voldoen
Customer lifetime value: Value of the entire stream of purchases that the customer would
make over a lifetime of patronage.
Customer equity: Combined customer lifetime value of all the company’s customer.
Ontwikkelingen in de economie: Globalisatie, groeiende economie, sociale netwerken,
duurzaamheid
Marketing concepts
- Production concept: Products that are available or highly affordable.
- Product concept: Most quality, performance and features
- Selling concept: Selling and promotion effort
- Marketing concept: Needs and wants of target markets, better than competitors do
- Societal marketing concept: Society’s long-run interest
Strategic planning process
- Corporate mission
a. Wie is de klant
b. Wat is van waarde voor de consument
c. what is our business
d. What should our business be?
e. What will our business be?
Business portfolio
Is the collection of businesses and products that make up the company
- Strategische bedrijfseenheid of strategic business units (SBU)
, a. A single business or collection of related businesses
b. Leader responsible for planning and profitability
c. Unique competitors
Defining SBU’s
- Customer needs
- Customer groups
- Technology
Designing business portfolio
- Identify SBUs
- Hoe goed doen de SBUs het in de markt (attractiveness)
- Groeipotentie SBU en hoe zij gesupport moeten worden
Problemen met matrix hieronder
- Difficulty in defining SBUs and measuring market share and growth
- Time consuming, Expensive
- Focus on current businesses, not future planning
Product-Market Growth matrix
The marketing environment
The marketing environment includes the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with
customers.
- Macro (demographics, technological, economic, natural, sociocultural, political-legal)
, - Micro (klanten, bedrijven, tussenpersonen, leveranciers)
Consumentengedrag:
Decision Behavior:
Market
- Market offerings are some combination of products, services, information, or
experiences offered to a market to satisfy a need or want.
- Market the set of all actual and potential buyers of a product or service.
Market orientation
- Kennis van de klant, concurrentie, doelgroep, interne kant organisatie
Performance - expectations
Klanten tevreden houden en aan hun verwachtingen voldoen
Customer lifetime value: Value of the entire stream of purchases that the customer would
make over a lifetime of patronage.
Customer equity: Combined customer lifetime value of all the company’s customer.
Ontwikkelingen in de economie: Globalisatie, groeiende economie, sociale netwerken,
duurzaamheid
Marketing concepts
- Production concept: Products that are available or highly affordable.
- Product concept: Most quality, performance and features
- Selling concept: Selling and promotion effort
- Marketing concept: Needs and wants of target markets, better than competitors do
- Societal marketing concept: Society’s long-run interest
Strategic planning process
- Corporate mission
a. Wie is de klant
b. Wat is van waarde voor de consument
c. what is our business
d. What should our business be?
e. What will our business be?
Business portfolio
Is the collection of businesses and products that make up the company
- Strategische bedrijfseenheid of strategic business units (SBU)
, a. A single business or collection of related businesses
b. Leader responsible for planning and profitability
c. Unique competitors
Defining SBU’s
- Customer needs
- Customer groups
- Technology
Designing business portfolio
- Identify SBUs
- Hoe goed doen de SBUs het in de markt (attractiveness)
- Groeipotentie SBU en hoe zij gesupport moeten worden
Problemen met matrix hieronder
- Difficulty in defining SBUs and measuring market share and growth
- Time consuming, Expensive
- Focus on current businesses, not future planning
Product-Market Growth matrix
The marketing environment
The marketing environment includes the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with
customers.
- Macro (demographics, technological, economic, natural, sociocultural, political-legal)
, - Micro (klanten, bedrijven, tussenpersonen, leveranciers)
Consumentengedrag:
Decision Behavior:
