Summary Marketing Fundamentals an international perspective

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ISBN-10 9001818668 ISBN-13 9789001818661
229 Flashcards & Notes
25 Students
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This is the summary of the book "Marketing Fundamentals an international perspective". The author(s) of the book is/are Bronis Verhage. The ISBN of the book is 9789001818661 or 9001818668. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

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Summary - Marketing Fundamentals an international perspective

  • 1.1 The meaning of marketing

  • wat betekend marketing?
    alle activiteiten die de koper en verkoper bij elkaar brengen
  • Product development
    Process of developing and launching attractive products; based on accurate insight into the market.
  • What is the difference between selling and marketing?
    bij marketing zorg je ervoor dat je het juiste hebt liggen voor de klant
    Verkopen is wat je hebt liggen, proberen kwijt te raken.
  • Market research
    Identify the desires of (potential) customers.
  • What is marketing?
    • process of developping
    • pricing
    • promoting
    • and distrubuting products/services

    en alle andere activiteiten om de afzet te bevorderen, goede reputatie opbouwen en relaties opbouwen. Om doelstellingen te halen.


  • Marketing mix
    Prijs, Plaats, Promotie en Product.
  • Target marketing and the proces of exchange: doelgroep keuze en ruilproces.

    target market: doelgroep
    exchange transaction: ruilobjecten: kennis, geld arbeidsinspanning.
  • 1.1.2 Definition of marketing

  • Marketing requires:
    - an appropriate product
    - right price
    - right kind of promotion
    - right type of distribution

    This all together is called the marketing mix
  • 1.2 Levels of marketing

  • Macromarketing: look marketing at the point of view of the society

    Mesomarketing: tussen in, Supply chain: from manufacturer to customer.
    definitie: de activiteiten in de supply chain die gezamenlijk ontploooien.

    Micromarketing: individual form, point of view of the manager.
  • What are the levels of marketing (3)?
    Macro
    meso
    Micro marketing
  • 1.2.1 Macro marketing

  • Macromarketing --> Focus on: society as a whole
  • 1.2.2 Meso marketing

  • Mesomarketing --> Focus on collaborating organizations
  • 1.2.3 Micro marketing

  • Micromarketing --> Focus on individual firm
  • 1.3 Development of the marketing mindset

  • Production and product oriented companies:

    Production oriented company: concentrating on mechanisering

    Nu:
    Product oriented companys: Improve quality.

    Sellers market: sellers/suppliers were on the upper hand (voor het zeggen)
  • Selling oriented companies:
    buyers market

    Marketing oriented companies:
    Marktorientation: houden rekening met: customers, compitators
    BLZ 16 foto. decisions in all levels of the organization

    Societal marketing concept: long-term society
  • Relationship marketing, built good relation ships. relations with suppliers/leveranciers.

    Transactional marketing: getting new customers
    Relationship marketing: keeping customers and getting new ones.


  • Customer satisfaction:
    Customer is always right

    loyalty customer> more purchases
    Positiv word of mouth communication> new customers
  • Marketing myopia:
    companies forget that their producten may fall out ( niet meer in de mode, niet meer nieuw)
    MIssion: ambitions of an organization.
  • 1.4 The Marketing concept

  • The marketing concept is based on 6 principles:
    1. Customer satisfaction
    2. Integrated approach
    3. Broad business definition
    4. Competitve analyses
    5. Marketing research and target market selection
    6. Emphasis on profit contribution rather than sales
  • Customer satisfaction:
    greater customer loyalty                   Positive word of mouth communication
    more repeat purchases                      More new customers.

  • Integrated approach

    Product-oriented:  management makes decision
                                     customers do the orientation

    Customer oriented: customers do the dicisions and the orientation
  • Who makes the dicisions and orientation in a customer oriented approach?
    customers
  • Broad business definition
    Marketing myopia
    Mission: the role and ambitions of an organization.
  • Competitive analysis
    keep an eye on the competitors and get Competitive advantage!
  • Profit contribution
    The demand for their products is the most important
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Latest added flashcards

What 4 types of marketing organization are there?
- Functional organization
- Geographic organization
- Market management organizaiton
- Product management organization
Of what 4 strategies does the 'Ansoff's product-market expansion matrix' consist?
- Penetration strategy:
Existing products - Existing markets

- Market development strategy:
Existing products - New markets

- Product development strategy:
New products -Existing markets

- Diversification strategy:
New products - New markets
What is the aim of a growth strategy?
To expand a firm's market share through increased sales to current/new users.
What 2 focus strategies do you remember?
- Cost focus strategy
- Differentiation focus strategy
What is a risk of adapting a focus strategy/niche strategy?
The niche may gradually disappear as the marketing environment and buyer preference change over time.
Value ratio
Price compared to what buyers receive.
'Firm is able to operate at a lower cost than rivals, allowing cost reduction in every activity in the value chain'. Of which strategy is this an statement?
Cost-leadership strategy
'Generate little revenue, but also require little investment'
Dogs
'Require more cash than they generate'
Question marks
Dogs
low market share - low  growth market