Summary Principles of marketing

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ISBN-10 9780133795 ISBN-13 9780133795028
106 Flashcards & Notes
16 Students
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This is the summary of the book "Principles of marketing". The author(s) of the book is/are Philip Kotler, Gary Armstrong. The ISBN of the book is 9780133795028 or 9780133795. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

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Summary - Principles of marketing

  • 1 Marketing: Creating Customer Value and Engagement

  • What is Marketing?
    Marketing is engaging customers and managing profitable customer relationships.
  • What is the aim of Marketing?
    The aim of marketing is to create value for customers in order to capture value from customers in return.
  • Outline the marketing process
    1. understand the marketplace and customer needs and wants
    2. design a customer value driven marketing strategy
    3. construct an integrated marketing program that delivers superior value
    4. build profitable relationships and create customer delight
    5. capture value form customers to create profits and customer equity
  • Designing a Customer Value-Driven Marketing Strategy
    1. Selecting Customers to Serve
    2. Choosing a value proposition
    3. Marketing management orientations
    1. Production Concept
    2. Product Concept
    3. Selling Concept
    4. Marketing Concept
    5. Societal Marketing Concept   
  • Marketing Mix
    Marketing mix tools are classified into four broad groups, called the four 4p's:
    Product
    Price
    Place
    Promotion
  • Building Customer Relationship
    Customer relationship management is the oerall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
  • What is customer equity?
    Customer is the total combined customer lifetime values of all of the company’s current and potential customers. It’s a measure of the future value of the company’s customer base. 
  • 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

  • What is a mission statement?
    A mission statement is a statement of the organization’s purpose – what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization.
  • What is Growth-share matrix?
    A portfolio-planning method that evaluates a company’s SBUs in terms 
  • Contents of a Marketing Plan
    1. Executive summary
    2. Current marketing situation
    3. Threats and opportunities analysis
    4. Marketing strategy
    5. Action programs
    6. Budgets
    7. Controls   
  • 12 Marketing Channels: Delivering Customer Value

  • Wat is een supply chain?
    Een product keten bestaande uit upstream en downstream partners
  • Wat zijn upstream partners?
    Leveranciers grondstoffen, onderdelen, informatie, financiële middelen en expertise die nodig zijn voor het produceren van een product of dienst.
  • Wat zijn downstream partners?
    Marketing channels of distribution channels gefocust op de klant/consument.
  • 20 Social Responsibility and Ethics

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Wat zijn downstream partners?
Marketing channels of distribution channels gefocust op de klant/consument.
Wat zijn upstream partners?
Leveranciers grondstoffen, onderdelen, informatie, financiële middelen en expertise die nodig zijn voor het produceren van een product of dienst.
Wat is een supply chain?
Een product keten bestaande uit upstream en downstream partners
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