Inhoudsopgave
Marketing process and answering on the assignment........................................................................................2
Marketing Process (in 6 steps).........................................................................................................................2
Strategies you have to know:..........................................................................................................................2
Answering in 5 steps on the assignment.........................................................................................................3
More about ‘Introduction to Marketing’:............................................................................................................3
Application on the articles....................................................................................................................................5
Ultimate Marketing Machine..........................................................................................................................5
Article 2: What makes it green? The role of Centrality of Green Attributes in Evaluations of the Greenness
of products.......................................................................................................................................................5
Article 3: Are Multichannel Customers Really More Valuable? The Moderating Role of Product Category
Characteristics .................................................................................................................................................6
Article 4: The Impact of Different Touchpoints on Brand Consideration........................................................6
Article 5: Drivers of consumer–brand identification.......................................................................................8
Article 6: Communication Channels and Word of Mouth: How the Medium Shapes the Message ............12
Article 7: To Be or Not to Be Price Conscious- a Segment-Based Analysis of Compromise Effects in
Market-Like Framings....................................................................................................................................13
Article 8: Willingness to pay for organic products: Differences between virtue and vice foods .................14
Article 9: The Handmade Effect: What’s Love Got to Do with It?.................................................................15
, Marketing process and answering on the assignment
Marketing Process (in 6 steps)
1. Business Mission: A shared sense of purpose, direction and opportunity. Also looks at
the vision of a company.
2. Market Analysis: Macro, and Internal analysis (leading to SWOT).
3. Strategy Formulation: Segmentation, targeting and positioning (brand essence, what
goal does it help the customer to achieve, how does it do so in a unique way).
4. Tactical Programme Formulation: Benefits/costs, Value Co-Creation, 4 P’s
(product, place, promotion and price).
5. Implementation: audit/monitoring
6. Feedback and control: audit/monitoring.
Strategies you have to know:
Overall cost leadership: “Achieve overall cost leadership in an industry through a set of
functional policies aimed at this basic objective’’. Promoting their product or service as the
best value. To be successful, a business does not necessarily have to offer the lowest price.
Value pricing is thus not a matter of simply setting lower prices; it is a matter of reengineering
the company’s operations to become a low-cost producer without sacrificing quality
Differentiation: ‘’Creating something industry wide as being unique’’. compete in its market
space as a unique provider of a specific product or service within their industry. Under certain
circumstances, brand image and uniqueness can be much more compelling than price. We’re
different; buy from us appeals to many consumers. People like the idea of being unique; it
makes them feel special. In some markets, “your desired customer’s attitudes about things
related to your product or service matter more than any facts about your product or service.
Marketing process and answering on the assignment........................................................................................2
Marketing Process (in 6 steps).........................................................................................................................2
Strategies you have to know:..........................................................................................................................2
Answering in 5 steps on the assignment.........................................................................................................3
More about ‘Introduction to Marketing’:............................................................................................................3
Application on the articles....................................................................................................................................5
Ultimate Marketing Machine..........................................................................................................................5
Article 2: What makes it green? The role of Centrality of Green Attributes in Evaluations of the Greenness
of products.......................................................................................................................................................5
Article 3: Are Multichannel Customers Really More Valuable? The Moderating Role of Product Category
Characteristics .................................................................................................................................................6
Article 4: The Impact of Different Touchpoints on Brand Consideration........................................................6
Article 5: Drivers of consumer–brand identification.......................................................................................8
Article 6: Communication Channels and Word of Mouth: How the Medium Shapes the Message ............12
Article 7: To Be or Not to Be Price Conscious- a Segment-Based Analysis of Compromise Effects in
Market-Like Framings....................................................................................................................................13
Article 8: Willingness to pay for organic products: Differences between virtue and vice foods .................14
Article 9: The Handmade Effect: What’s Love Got to Do with It?.................................................................15
, Marketing process and answering on the assignment
Marketing Process (in 6 steps)
1. Business Mission: A shared sense of purpose, direction and opportunity. Also looks at
the vision of a company.
2. Market Analysis: Macro, and Internal analysis (leading to SWOT).
3. Strategy Formulation: Segmentation, targeting and positioning (brand essence, what
goal does it help the customer to achieve, how does it do so in a unique way).
4. Tactical Programme Formulation: Benefits/costs, Value Co-Creation, 4 P’s
(product, place, promotion and price).
5. Implementation: audit/monitoring
6. Feedback and control: audit/monitoring.
Strategies you have to know:
Overall cost leadership: “Achieve overall cost leadership in an industry through a set of
functional policies aimed at this basic objective’’. Promoting their product or service as the
best value. To be successful, a business does not necessarily have to offer the lowest price.
Value pricing is thus not a matter of simply setting lower prices; it is a matter of reengineering
the company’s operations to become a low-cost producer without sacrificing quality
Differentiation: ‘’Creating something industry wide as being unique’’. compete in its market
space as a unique provider of a specific product or service within their industry. Under certain
circumstances, brand image and uniqueness can be much more compelling than price. We’re
different; buy from us appeals to many consumers. People like the idea of being unique; it
makes them feel special. In some markets, “your desired customer’s attitudes about things
related to your product or service matter more than any facts about your product or service.
