Hoorcollege 1
• Agenda
o 1. Define marketing and outline five steps in the marketing process.
o 2. Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
o 3. Identify the key elements of a customer value-driven marketing strategy and
marketing mix, and discuss the marketing orientations that guide these.
o 4. Explain the course organization and practicalities
• Creating and capturing customer Value
o Creating → waarde creeëren
o Capturing → het vaststellen van de creating, wanneer je geld verdient voor de
waarde die je creëert
• What is marketing? Verschillende definities
o 1935→ Marketing is the performance of business activities that direct the flow of
goods, and services from producers to consumers (American Marketing Association,
1935): → focus op de productie colom, van grondstof tot consument en alle stappen
daartussen
▪ 1. Managerial function to coordinate demand & supply; → focus op vraag en
aanbod
▪ 2. Production of goods and services;
▪ 3. Marketing is a business activity;
▪ 4. The object of investigation is the business column;
▪ 5. Increasing efficiency or reduction of costs. → middelen van marketing
voeren
o 1985 → zien in context van het beschermen van consumenten, het ontstaat van een
consumentenbond → Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives (American
Marketing Association, 1985):
▪ Doelen zo goedkoopmogelijk halen→ efficiëntie
• Kwaliteitsmanagement, zorgen voor klanttevredenheid
▪ 1. Purpose of marketing is satisfying exchanges;
▪ 2. Marketing as both an individual and managerial organisational function;
→ belangrijkere rol weggelegd voor marketing
▪ 3. Customer dissatisfaction and protecting customers;
▪ 4. Increasing efficiency (of fulfilling wants and needs).
o 2004 → Marketing is an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders (American
Marketing Association, 2004):
▪ Er is een algemene directeur en een financieel directeur maar er komt
behoefte aan een marketing directeur
• Er wordt heel veel gecreëerd in vorm van merken dat er hele
afdelingen zijn
• Het is niet meer een afdeling maar een onderdeel in het bedrijf
• Tevreden klanten is niet het einddoel
, • Tot 1985 waren marketeers heel erg transsectioneel en werkte heel
had om maar veel te verkopen → concurrentie nam toe en het
winnen van klanten is heel duur (reclame, kortingen)→ kunnen we
de klant niet binnenhalen en tevreden houden?
▪ 1. Marketing’s purpose is to create value;
▪ 2. Importance of managing relationships with stakeholders;
▪ 3. Marketing as an organisational function and activity;
▪ 4. From a transaction to a relationship focus.
o 2017→breder trekken van vorige waarden → society at large → Marketing is 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 (American Marketing Association, 2007, 2013, 2017):
▪ Het is duurzamer om rekening te houden met ethische grenzen
• Moeten we alles doen wat we kunnen
▪ 1. It’s purpose is to create value;
▪ 2. Marketing as an educational process.
▪ 3. Reflects the discipline’s broader role in society.
o Marketing is a processes of creating
▪ Defenitie process
• The process by which companies create value for customers and
build strong relationships in order to capture value from customers
in return
▪ Hoe haal je de doelgroep
▪ 4 p’s voor uitvoering
• What value?
o In the narrowest sense a utility trade-off between benefit and sacrifice, and in the
broadest sense a combined utilitarian – hedonic response, which
▪ implies an interaction between a subject and an object (Holbrook, 1994,
1999; Payne & Holt, 2001);
▪ is relative by virtue of its comparative, personal, and situational nature
(Holbrook, 1994, 1999);
▪ is preferential (Holbrook, 1994, 1999; Zeithaml, 1988), perceptual (Day &
Crask, 2000), and cognitive-affective (Babin et al., 1994; Park, 2004) in
nature.
o Customer’s evaluation of the difference between all the benefits and all the costs of
a marketing offer relative to those of competing offers.
o Het is persoonlijk en situationeel
▪ Mensen hebben voorkeuren
▪ Nutswaarde denken (wat heeft het voor consequenties)
▪ Hedonisch (op basis van gevoel)
▪ Volgens het boek
• Wat levert het me op en wat kost het
o Het gaat dan niet alleen om geld maar om moeite en alle
andere dingen die er in geïnvesteerd zijn
• Het marketing process
o 1. Understanding the marketplace
▪ Five more concepts
• Needs, wants, demands
, • Marketing offerings (i.e. products service experience)
• Customer Value and satisfaction
• Exchanges and relationships
• Market
▪ Marketeer → hoe is het met de markt → wat is de vraag
▪ Verschillen in needs, wants, demand and market:
• … the human need is the most basic concept underlying marketing.
An example of such need is thirst. When this need is not satisfied we
will try to look for an object that will satisfy our need or try to reduce
the need. When a unsatisfied need (i.e., a desire) takes a concrete
shape, we speak of wants. Thus, if thirst is the need, than water can
be our want (or a beer). A want is so the object of our desire. As
soon as we are prepared to use means of exchange to obtain the
object of our desire, the want changes into demand. A means of
exchange is an object of value which, as long as it is in sufficient
quantity, can be used as payment. When two parties exchange
something of value, we speak of a transaction. A collection of
transactions is called a market…
▪ Marketing myopia → teveel focus op de needs
• Needs
o States of deprivation
▪ Physical—food, clothing, warmth, safety
▪ Social—belonging and affection
▪ Individual—knowledge and self-expression
• Wants
o From that needs takes as they are shaped by culture and
individual personality
• Demands
o Wants backed by buying power
o 2 Ontwikkelen van een marketing plan
▪ Stp
• Selecting customers to serve: Segmentation and Targeting
o Segmentation :Een groep in een homogene doelgroepen
opdelen
o Targeting: de goep die je doelgroep word
• Deciding on a value proposition: differentiating and Positioning
• Selecting customers to serve
▪ Those who purchase? Same as consumer? Why differentiatie between the
two
• Denk aan facebook → wie zijn de klanten → adverteerders, verkoop
van data ezv.
▪ Deciding on a value proposition
• Customer value propositions or selling propositions are the sum total
of benefits a customer is promised to receive in return for his or her
patronage and the associated payment (or other value transfer).
, • A customer value proposition is what is promised by a company’s
marketing and sales efforts, and then fulfilled by its delivery and
customer service processes.
• 3. Preparing a marketing program
o Product
o Price
o Place
o Promotion
• Building customer relationships
o Delivering superior customer value and satisfaction to build and maintain profitable
customer relationships:
▪ - Customer-perceived value: Customer’s evaluation of the difference
between all the benefits and costs of a marketing offer relative to those of
competing offers
▪ - Customer satisfaction: Extent to which a product’s perceived performance
matches a buyer’s expectations
▪ Customer relationship management (CRM):
• Levels: low versus high margin customers
• Tools: frequency, reward, etc ‘programs’
• Customer-engagement marketing
o Customer-engagement marketing involves fostering direct and continuous customer
involvement in shaping brand conversations, experiences, and community.
▪ Greater consumer empowerment means that companies should rely on
marketing by attraction.
• The key is to find ways to enter consumers’ conversations with
engaging and relevant brand messages.
▪ One form of customer-engagement marketing is consumer-generated
marketing where brand exchanges created by consumers themselves by
which they participate in shaping the brand experience…
• The market orientation
o What ‘directs’ marketing in an organization: ‘business philosophy’ or ‘marketing
orientation’. This ‘orientation’ determines resource allocation, to obtain a good
position in the market, in order to achieve superior performance. Marketing process
is, therefore, ‘influenced’ by:
▪ An implicit, integrated, organizational philosophy that colors the “attitudes
and behavior of all members of the company” (Foxall, 1984 cited in Darroch
et al., 2004, p.31)
▪ … evidenced by a constellation of behaviours and processes, most saliently
tend to have significant impact on the firm and its performance outcomes
(Darroch et al., 2004, p.31)
• Different marketing orientations
o entrepreneurial orientation
o sales orientation
o brand orientation
o production orientation
o technology orientation
o finance orientation
o customer orientation
• Agenda
o 1. Define marketing and outline five steps in the marketing process.
o 2. Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
o 3. Identify the key elements of a customer value-driven marketing strategy and
marketing mix, and discuss the marketing orientations that guide these.
o 4. Explain the course organization and practicalities
• Creating and capturing customer Value
o Creating → waarde creeëren
o Capturing → het vaststellen van de creating, wanneer je geld verdient voor de
waarde die je creëert
• What is marketing? Verschillende definities
o 1935→ Marketing is the performance of business activities that direct the flow of
goods, and services from producers to consumers (American Marketing Association,
1935): → focus op de productie colom, van grondstof tot consument en alle stappen
daartussen
▪ 1. Managerial function to coordinate demand & supply; → focus op vraag en
aanbod
▪ 2. Production of goods and services;
▪ 3. Marketing is a business activity;
▪ 4. The object of investigation is the business column;
▪ 5. Increasing efficiency or reduction of costs. → middelen van marketing
voeren
o 1985 → zien in context van het beschermen van consumenten, het ontstaat van een
consumentenbond → Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives (American
Marketing Association, 1985):
▪ Doelen zo goedkoopmogelijk halen→ efficiëntie
• Kwaliteitsmanagement, zorgen voor klanttevredenheid
▪ 1. Purpose of marketing is satisfying exchanges;
▪ 2. Marketing as both an individual and managerial organisational function;
→ belangrijkere rol weggelegd voor marketing
▪ 3. Customer dissatisfaction and protecting customers;
▪ 4. Increasing efficiency (of fulfilling wants and needs).
o 2004 → Marketing is an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders (American
Marketing Association, 2004):
▪ Er is een algemene directeur en een financieel directeur maar er komt
behoefte aan een marketing directeur
• Er wordt heel veel gecreëerd in vorm van merken dat er hele
afdelingen zijn
• Het is niet meer een afdeling maar een onderdeel in het bedrijf
• Tevreden klanten is niet het einddoel
, • Tot 1985 waren marketeers heel erg transsectioneel en werkte heel
had om maar veel te verkopen → concurrentie nam toe en het
winnen van klanten is heel duur (reclame, kortingen)→ kunnen we
de klant niet binnenhalen en tevreden houden?
▪ 1. Marketing’s purpose is to create value;
▪ 2. Importance of managing relationships with stakeholders;
▪ 3. Marketing as an organisational function and activity;
▪ 4. From a transaction to a relationship focus.
o 2017→breder trekken van vorige waarden → society at large → Marketing is 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 (American Marketing Association, 2007, 2013, 2017):
▪ Het is duurzamer om rekening te houden met ethische grenzen
• Moeten we alles doen wat we kunnen
▪ 1. It’s purpose is to create value;
▪ 2. Marketing as an educational process.
▪ 3. Reflects the discipline’s broader role in society.
o Marketing is a processes of creating
▪ Defenitie process
• The process by which companies create value for customers and
build strong relationships in order to capture value from customers
in return
▪ Hoe haal je de doelgroep
▪ 4 p’s voor uitvoering
• What value?
o In the narrowest sense a utility trade-off between benefit and sacrifice, and in the
broadest sense a combined utilitarian – hedonic response, which
▪ implies an interaction between a subject and an object (Holbrook, 1994,
1999; Payne & Holt, 2001);
▪ is relative by virtue of its comparative, personal, and situational nature
(Holbrook, 1994, 1999);
▪ is preferential (Holbrook, 1994, 1999; Zeithaml, 1988), perceptual (Day &
Crask, 2000), and cognitive-affective (Babin et al., 1994; Park, 2004) in
nature.
o Customer’s evaluation of the difference between all the benefits and all the costs of
a marketing offer relative to those of competing offers.
o Het is persoonlijk en situationeel
▪ Mensen hebben voorkeuren
▪ Nutswaarde denken (wat heeft het voor consequenties)
▪ Hedonisch (op basis van gevoel)
▪ Volgens het boek
• Wat levert het me op en wat kost het
o Het gaat dan niet alleen om geld maar om moeite en alle
andere dingen die er in geïnvesteerd zijn
• Het marketing process
o 1. Understanding the marketplace
▪ Five more concepts
• Needs, wants, demands
, • Marketing offerings (i.e. products service experience)
• Customer Value and satisfaction
• Exchanges and relationships
• Market
▪ Marketeer → hoe is het met de markt → wat is de vraag
▪ Verschillen in needs, wants, demand and market:
• … the human need is the most basic concept underlying marketing.
An example of such need is thirst. When this need is not satisfied we
will try to look for an object that will satisfy our need or try to reduce
the need. When a unsatisfied need (i.e., a desire) takes a concrete
shape, we speak of wants. Thus, if thirst is the need, than water can
be our want (or a beer). A want is so the object of our desire. As
soon as we are prepared to use means of exchange to obtain the
object of our desire, the want changes into demand. A means of
exchange is an object of value which, as long as it is in sufficient
quantity, can be used as payment. When two parties exchange
something of value, we speak of a transaction. A collection of
transactions is called a market…
▪ Marketing myopia → teveel focus op de needs
• Needs
o States of deprivation
▪ Physical—food, clothing, warmth, safety
▪ Social—belonging and affection
▪ Individual—knowledge and self-expression
• Wants
o From that needs takes as they are shaped by culture and
individual personality
• Demands
o Wants backed by buying power
o 2 Ontwikkelen van een marketing plan
▪ Stp
• Selecting customers to serve: Segmentation and Targeting
o Segmentation :Een groep in een homogene doelgroepen
opdelen
o Targeting: de goep die je doelgroep word
• Deciding on a value proposition: differentiating and Positioning
• Selecting customers to serve
▪ Those who purchase? Same as consumer? Why differentiatie between the
two
• Denk aan facebook → wie zijn de klanten → adverteerders, verkoop
van data ezv.
▪ Deciding on a value proposition
• Customer value propositions or selling propositions are the sum total
of benefits a customer is promised to receive in return for his or her
patronage and the associated payment (or other value transfer).
, • A customer value proposition is what is promised by a company’s
marketing and sales efforts, and then fulfilled by its delivery and
customer service processes.
• 3. Preparing a marketing program
o Product
o Price
o Place
o Promotion
• Building customer relationships
o Delivering superior customer value and satisfaction to build and maintain profitable
customer relationships:
▪ - Customer-perceived value: Customer’s evaluation of the difference
between all the benefits and costs of a marketing offer relative to those of
competing offers
▪ - Customer satisfaction: Extent to which a product’s perceived performance
matches a buyer’s expectations
▪ Customer relationship management (CRM):
• Levels: low versus high margin customers
• Tools: frequency, reward, etc ‘programs’
• Customer-engagement marketing
o Customer-engagement marketing involves fostering direct and continuous customer
involvement in shaping brand conversations, experiences, and community.
▪ Greater consumer empowerment means that companies should rely on
marketing by attraction.
• The key is to find ways to enter consumers’ conversations with
engaging and relevant brand messages.
▪ One form of customer-engagement marketing is consumer-generated
marketing where brand exchanges created by consumers themselves by
which they participate in shaping the brand experience…
• The market orientation
o What ‘directs’ marketing in an organization: ‘business philosophy’ or ‘marketing
orientation’. This ‘orientation’ determines resource allocation, to obtain a good
position in the market, in order to achieve superior performance. Marketing process
is, therefore, ‘influenced’ by:
▪ An implicit, integrated, organizational philosophy that colors the “attitudes
and behavior of all members of the company” (Foxall, 1984 cited in Darroch
et al., 2004, p.31)
▪ … evidenced by a constellation of behaviours and processes, most saliently
tend to have significant impact on the firm and its performance outcomes
(Darroch et al., 2004, p.31)
• Different marketing orientations
o entrepreneurial orientation
o sales orientation
o brand orientation
o production orientation
o technology orientation
o finance orientation
o customer orientation
