Samenvatting Marketing management.

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ISBN-10 0273753363 ISBN-13 9780273753360
543 Flashcards en notities
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Dit is de samenvatting van het boek "Marketing management.". De auteur(s) van het boek is/zijn Philip Kotler, Kevin Lane Keller. Het ISBN van dit boek is 9780273753360 of 0273753363. Deze samenvatting is geschreven door studenten die effectief studeren met de studietool van Study Smart With Chris.

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Samenvatting - Marketing management.

  • 1.1 The importance of marketing

  • Why is marketing important?
  • 1.2 The Scope of Marketing

  • Marketing is about identifying and meeting human and social needs
  • What is marketing about? Give a clear definition.
    Marketing is about identifying and meeting human and social needs.
    "Marketing: meeting needs profitably."
  • American Marketing Association definition:
    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.
  • What is the formal definition of marketing?
    "Marketing is the activity, set of institutions, and processes for creating, communicating, developing, and exchanging offerings that have value for costumers, clients, partners and society ar large".
  • Marketing management takes place when at least one party to a potential exchange thinks  about the means of achieving desired responses from other parties
  • What is marketing management?
    Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.
  • Definition marketing management
    The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.
  • Peter Drucker's aim of marketing
  • What main types of entities are marketed?
    1. Goods
    2. Services
    3. Events
    4. Experiences
    5. Persons
    6. Places
    7. Properties
    8. Organizations
    9. Information
    10. Ideas
  • What is marketed (entities) 10 types:
    • Goods
    • Services
    • Events
    • Experiences
    • Persons
    • Places
    • Properties
    • Organizations
    • Information
    • Ideas
  • Explain marketer and prospect.
    A marketer is someone who seeks a response - attention, a purchase, a vote, a donation - from another party called the prospect. If 2 parties are seeking to sell something to another they are both marketers.
  • A marketer is someone who seeks a response(donation, purchase, vote) from another party, calles the prospect.
  • Explain the 8 stages of demand.
    1. Negative demand: costumers dislike the product and may even try to avoid it.
    2. Nonexistent demand: costumers may be unaware of or uninterested in the product.
    3. Latent demand: consumers may share a strong need that cannot be satisfied by an existing product.
    4. Declining demand: consumers begin to buy the product less frequently or not at all.
    5. Irregular demand: Consumer purchases vary on a seasonal, monthly, weekly, daily or even hourly basis.
    6. Full demand: Consumers are adequately buying all products put into the marketplace.
    7. Overfull demand: more consumers would like to buy the products than can be satisfied.
    8. Unwholesome demand: consumers may be attracted to products that have undesirable social consequences
  • Eight demand states
    1. Negative demand
    2. Nonexistent demand
    3. Latent demand
    4. Declining demand
    5. Irregular demand
    6. Full demand
    7. Overfull demand
    8. Unwholesome demand
  • What is a market?
    A market is a collection of buyers and sellers who transact over a particular product or product class (e.g. housing market).
  • Negative demand
    Consume dislike the product and may even pay to avoid it
  • Explain the 5 basic markets and their interactions.
    • Manufacturers go to resource markets (materials, labor etc) to buy resources and convert then into goods and services, and sell products to intermediaries who sell them to consumers
    • Consumers sell their labor and receive money which they use to pay for goods and services. 
    • Government collects taxes to buy goods from resource, manufacturer and intermediary markets and use this to provide public services to consumers.
  • Non-existent demand
    Consumer is unaware of or uninterested in the product
  • Explain the relationship between the industry and the market.
    Sellers and buyers are connected by 4 flows.
    1. Sellers send goods and services to the market
    2. Sellers send communication to the market
    3. Sellers receive money from the market
    4. Sellers receive information from the market
  • Latent demand
    Consumers may share a strong need that can not be satisfied by an existing product
  • What are the key customer markets and what are the differences?
    • Consumer markets. Companies selling mass consumer goods spend a lot of time establishing a strong brand image by developing superior product and packaging, ensuring availability and backing it with engaging communications and reliable service.
    • Business markets. Companies selling business goods and services. Advertising can play a role, but the sales force, the price, and the company's reputation may play a greater role.
    • Global markets. Companies in the global market place must decide which countries to enter, how to enter each, how to adapt product and export service, how to price the product in different countries and how to design communications for each country,
    • Nonprofit and governmental markets. Companies selling to nonprofit organizations need to price carefully. Lower selling prices affect the features and quality the seller can build into the offering. 
  • Declining demand
    Consumers begin to buy the product less frequentie or not at all
  • Explain marketplace, marketspace, metamarket and metamediaries.
    • Marketplace: physical, e.g. a store
    • Marketspace: digital, where you shop online
    • Metamarket: cluster of complementary products and services. E.g. automobile manufacturers, car dealers, financing companies, insurance companies etc.
    • Metamediaries: assisting the consumer through the metamarket.
  • Irregular demand
    Consumer purchases vary on a seasonal, monthly, daisy or hourly basis
  • Full demand
    Consumers are adequately buying all products put into market place
  • Overfull demand
    More consumers would like to buy the product that can be satisfied
  • Unwholesome demand
    Consumers may be attracted to products that have undesirable social consequences
  • Key customer markets
    • Consumer markets
    • Business markets
    • Global markets
    • Nonprofit and governmental markets
  • Consumer markets
    • Sell mass consumer goods
    • Spend time on establishing strong brand image (superior product an packaging.
    • Ensuring avalability
    • Reliable service
  • What does a business market do?
    • Sell business good and services
    • Demonstrate how their products will achieve higher goals or lower costs.
  • About what do global markets have to decide?
    • Which countries to enter
    • How to enter
    • How to adapt a product/service to a country
    • How to price products
    • Design communications
  • Non profit and Governmental markets
    Sell to organizations with limited purchasing power
  • Marketplace, marketspace and metamarket
    • Marketplace: physical
    • marketspace: digital
    • Metamarket: cluster of complementary products and services closely related in the minds of consumers
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Voorbeelden van vragen in deze samenvatting

Why is marketing important?
5
Peter Drucker's aim of marketing
4
What are the elements of competitive advantage?
4
American Marketing Association definition:
3
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