summary marketing semester 1

Kenza ameloot IBM MARKETING



Marketing

Chapter 1 defining marketing for the 21st century
What is marketing management? = The art and science of choosing target markets and getting,
keeping and growing customers through creating, delivering and communicating superior customer
value.

 Choosing target markets
 Creating, delivering and communicating
 Getting, keeping and growing
 Superior customer value



What can be marketed?

 Goods
 Services
 Events
 Experience
 People
 Places
 Properties
 Organization
 Information
 Ideas



Who markets?

 Marketers looking for prospects (different types of demand)
 The market (supply and demand)
 Key customer markets = consumer markets, business markets, global markets, governmental
markets and nonprofit markets

,Kenza ameloot IBM MARKETING


Core marketing concepts

 Needs, wants, demands
 S-T-P (segmenting, targeting, positioning)
 Offerings and brands
 Values and satisfactions
 Communication channels
 Distribution channels
 Supply channel
 Competition
 Marketing environment



The new marketing realities

 Digital revolution
 The world’s a global stage
 Deregulation -> removing government legislation and laws in a particular market.
 Privatization -> The transfer of ownership, property or business from the government to the
private sector.
 More competition
 Industry convergence: blurring -> new connections emerging between previously unrelated
technology areas. Creates innovation
 Retail transformation
 Disintermediation: breaking through the traditional supply chain
 Consumer buying power
 Consumer information
 Consumer participation
 Consumer resistance (plastic attack campaign in europa)



New company capabilities
 Markets can use the internet as a powerful information and sales channel.
 Marketers can collect fuller and richer information about markets, customers, prospects, and
competitors.
 Marketers can tap into social media to amplify their brand message.
 Marketers can facilitate and speed external communication among customers.
 Marketers can reach consumers on the move with mobile marketing.
 Companies can make and sell individually differentiated goods.

,Kenza ameloot IBM MARKETING


The holistic approach = everything matters in marketing; therefore, a broad, integrated perspective is
often necessary.




Updating P’s -> product, price, place and promotion.

people, progress, performance, programs, partners,platforms...

Marketing management tasks

, Kenza ameloot IBM MARKETING


Chapter 2: developing marketing plans and strategies
Value creation and delivery sequence

1) choosing the value: segmentation, targeting and positioning is the essence of strategic marketing

2) providing the value: marketing must determine specific product features, prices and distribution

3) communication the value by utilizing the sales force, internet, advertising and any other
communication tools to announce and promote the products.



Porters value chain

Value chain = tool for identifying ways to create more customer value

-> every company is a synthesis of activities performed to design, produce, market, deliver and
support its product

-> 9 strategically relevant activities: 5 primary and 4 support activities

Scope -> create value and cost in a specific business



Strategically activities
PRIMARY ACTIVITIES
 Inbound logistics (materials into business)
 Operations/Manufacturing
 Outbound logistics (shipping to customer)
 Marketing – Sales
 Service
SUPPORT ACTIVITIES
• Procurement
• Technology development
• Humans resource management
• Company infrastructure (costs of general management, planning, finance, accounting, legal,
government affairs)




Marketing & customer value