SUMMARY STRATEGIC
MARKETING II
Hanzehogeschool IBL Blok 8
Martje Logemann
, CONTENT
1 Customer analysis ................................................................................................................................. 4
1.1 Customer Value............................................................................................................................. 4
1.2 Buying centers and Decision Making Units (DMU) ....................................................................... 4
1.2.1 Difference between B2B and B2C Buying Behavior .............................................................. 5
1.3 Customers in B2B .......................................................................................................................... 5
1.4 Customer in B2C............................................................................................................................ 5
1.5 Consumer B2C Decision Making ................................................................................................... 6
1.5.1 Determinants of Consumer Involvement ............................................................................. 6
1.5.2 The consumer buying process .............................................................................................. 8
1.5.3 Influences on consumer’s decision ....................................................................................... 9
1.5.4 Family Lifecycle ..................................................................................................................... 9
1.5.5 Social networks ................................................................................................................... 10
1.6 Organisational B2B Decision Making .......................................................................................... 10
1.6.1 Identifying buyers in organizational markets ..................................................................... 10
1.7 Influences on the Buying Process ............................................................................................... 12
1.8 Customer Perceived Value and Customer Satisfaction .............................................................. 12
1.9 Customization – Tailoring the Offer to the Individual Customer ................................................ 13
1.10 Summary ..................................................................................................................................... 14
2 Competitor Analysis and Intelligence ................................................................................................. 16
2.1 Introduction ................................................................................................................................ 16
2.2 Who are our Competitors? ......................................................................................................... 17
2.3 How are Competitors Interacting? ............................................................................................. 18
2.4 How do we learn about our Competitors? ................................................................................. 18
2.4.1 Proactive or reactive CI ....................................................................................................... 18
2.4.2 Formal or informal CI .......................................................................................................... 18
2.5 What are the Strengths and Weaknesses of our Competitors? ................................................. 19
2.6 Market commonality and resource commonality ...................................................................... 19
2.7 What are the Objectives and Strategies of our Competitors? .................................................... 20
2.7.1 Assessing competitors’ current strategies .......................................................................... 20
2.8 Summary ..................................................................................................................................... 21
3 Analyzing relationships in the value chain .......................................................................................... 21
MARKETING II
Hanzehogeschool IBL Blok 8
Martje Logemann
, CONTENT
1 Customer analysis ................................................................................................................................. 4
1.1 Customer Value............................................................................................................................. 4
1.2 Buying centers and Decision Making Units (DMU) ....................................................................... 4
1.2.1 Difference between B2B and B2C Buying Behavior .............................................................. 5
1.3 Customers in B2B .......................................................................................................................... 5
1.4 Customer in B2C............................................................................................................................ 5
1.5 Consumer B2C Decision Making ................................................................................................... 6
1.5.1 Determinants of Consumer Involvement ............................................................................. 6
1.5.2 The consumer buying process .............................................................................................. 8
1.5.3 Influences on consumer’s decision ....................................................................................... 9
1.5.4 Family Lifecycle ..................................................................................................................... 9
1.5.5 Social networks ................................................................................................................... 10
1.6 Organisational B2B Decision Making .......................................................................................... 10
1.6.1 Identifying buyers in organizational markets ..................................................................... 10
1.7 Influences on the Buying Process ............................................................................................... 12
1.8 Customer Perceived Value and Customer Satisfaction .............................................................. 12
1.9 Customization – Tailoring the Offer to the Individual Customer ................................................ 13
1.10 Summary ..................................................................................................................................... 14
2 Competitor Analysis and Intelligence ................................................................................................. 16
2.1 Introduction ................................................................................................................................ 16
2.2 Who are our Competitors? ......................................................................................................... 17
2.3 How are Competitors Interacting? ............................................................................................. 18
2.4 How do we learn about our Competitors? ................................................................................. 18
2.4.1 Proactive or reactive CI ....................................................................................................... 18
2.4.2 Formal or informal CI .......................................................................................................... 18
2.5 What are the Strengths and Weaknesses of our Competitors? ................................................. 19
2.6 Market commonality and resource commonality ...................................................................... 19
2.7 What are the Objectives and Strategies of our Competitors? .................................................... 20
2.7.1 Assessing competitors’ current strategies .......................................................................... 20
2.8 Summary ..................................................................................................................................... 21
3 Analyzing relationships in the value chain .......................................................................................... 21
