Samenvatting Principles of Marketing

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ISBN-10 1292269561 ISBN-13 9781292269566
218 Flashcards en notities
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Samenvatting 1:

  • Principles of Marketing
  • Phil T Kotler Gary Armstrong Lloyd C Harris Hongwei He
  • 9781292269566 of 1292269561
  • 2019

Samenvatting - Principles of Marketing

  • 1 creating customer value and engagement

  • What passion share companies?
    Satisfying customer needs in well-defined target markets
  • Marketing in engaging customers and managing profitable customer relationships where is this attract to
    The two-fold goal of marketing is to attract new customers by promising superior value and keep and grow current customer by delivering value and satisfaction
  • In recent years, marketers have assembled a host of new marketing approaches what are these?
    Everything from imaginative websites and smartphones to blog online video and social media
  • In what is the old sense and what is the sense marketing should be understood in?
    The old sense is marketing a sale. The new sense is satisfying customer needs
  • What is the marketing mix?
    Aset of marketing tools that work together to engage customers, satisfy customer needs and build customer relationship
  • The Five-step model of the marketing process for creating and capturing customer value is:
    1. Understand the marketplace and customer needs and wants
    2. Design a customer-driven marketing strategy
    3.contstruct an integrated marketing programme that delivers superior value 
    4. Build profitable relationships and create customer delight
    5. Capture value from customers to create profits and customer equity
  • As a first step, marketers need to understand customer needs and wants and the market pace what are the 5 core customer and marketplace concepts
    1. Customer needs and wants&demands
    2. Market offering products  
    3. Customer value and satisfaction 
    4.exchanges and relationships
    5.markets
  • What do we mean with markets? And what made marketing a truly two-way affair?
    A market is the set of actual and potential buyers of a product or service. Today's digital technologies from online sites & smartphone apps to the explosion of social media, have empowered customers and made marketing a two-way affair
  • How do we define marketing management
    The art and science of choosing target markets and building profitable relationships with them
  • What important question does the marketing manager have to answer in order to design a winning marketing strategy
    What customers will we serve? And, How can we serve customers bets?
  • How do you select customer to serve?
    The company must first decide whom it will serve. It does this by dividing the market into segments of customers and selecting which segments it will go after
  • How do you choose a value proposition
    The company must also decide how it will serve targeted customers. A brands value proposition is the set of benefits or values it promises to deliver to consumer to satisfy their needs
  • What is marketing management operations?
    Marketing management wants to design strategies that will engage target customers and build profitable relationships with them
  • What holds the production concept?
    That consumers will favour products that are available and highly affordable
  • What holds the selling concept?
    That consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort.
  • What holds the marketing concept?
    That achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do
  • What questions the societal marketing concept?
    Whether the pure marketing concept overlooks possible conflicts between customer short-run wants and customer long-run wellfare
  • What are customer relationship levels and tools
    - companies can build customer relationships at many levels, depending on the nature of the target market
     - at one extreme, a company with many low-margin customers may seek to develop basic relationships with them 
    -beyond offering consistently high value and satisfaction marketers can use specific marketing tools to develop stronger bonds with customers
    -however, significant changes are occurring in the nature of customer-brand relationships
  • What is customer engagement in today's digital and social media
    - the digital age has spawned a dazzling set of new customer relationship-building tools 
    - the new marketing is customer-engagement marketing fostering direct and continuous customer involvement in shaping brand conversations, brand experience and brand community
    - its goal is to make the brand a meaningful part of consumer conversations and lives  
    -the key to engagement marketing is to find ways to enter consumer's conversations with engaging and relevant brand messages
  • one form of customer-engagement marketing is consumer-generated marketing. What is consumer-generated marketing?
    - consumers themselves play a role in shopping their own brand experiences and those of others
    -some companies ask consumers for new product and service ideas
    -other companies are inviting consumers to play an active role in shaping adds
  • In addition to being good at customer relationship management marketers must also be good at partner relationship management
    - working closely with others inside and outside the company to jointly engage and bring more value to customers
     - through supply-chain management, companies today are strengthening their connections with partners all along the supply chain
  • How do you create customer loyalty and retention
    - good customer relationship management creates customer satisfaction
    -keeping customers loyal makes economic sense. Loyal customers spend more and stay around longer
    - customer lifetime value is the value of the entire stream of purchases a customer makes over a lifetime of patronage
  • How do you grow share of customers?
    Good customer relationship management can help marketers increase the share of customer
  • companies want not only to create profitable customers but also 'own' them for life earn a greater share of their purchases and capture their customer lifetime value so how do you build customer equity?
    Customer equity is the total combined customer lifetime values of all of the company's current and potential customers
  • The company can classify customers according to their profitability and manage its relationships with them accordingly
    Different types of customer require different engagement and relationship management strategies
  • Social media provide exciting opportunities to extend customer engagement and get people talking about the brand and provides a digital home where people can connect and share important information. But how do you create that?
    -
    -Using social media might involve something as simple as a contest of promotion to garner Facebook 'likes' tweets or youtube postings
  • Mobile marketing is perhaps the fastest-growing digital marketing platform
    Although online, social medialand mobile marketing offer huge potential, most marketers are still learning how to use them effectively
  • How does the economic environment change
    Many consumers are reconsidering their very definition of the good life and more than ever, marketers have emphasising the value in their value propositions 
    in adjusting to new economy, companies may be tempted to cut their marketing budgets and slash prices in an effort to coax customers into opening their wallets
  • How is the growth of non-for-profit marketing
    In recent years, marketing has also become a major part of the strategies of many non-for-profit organizations
  • As they are redefining their customer relationships marketers are also taking a fresh look at the ways in which they relate to the broader world around them
    Thus managers in countries around the world are increasingly taking a global, not just local view of the companies industry competitors are opportunities.
  • Marketers are re-examining their relationships with social values and responsibilities and with the very earth that sustains us
    The social resoponsibilities and evironmental movements will play even stricter demands on companies in the future. 
    sustianable marketing presents both opportunities and challages for marketeers
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Samenvatting 2:

  • Principles of marketing
  • Philip Kotler, Gary Armstrong
  • 9780133795028 of 9780133795
  • 16th

Samenvatting - 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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Samenvatting 3:

  • Principles of Marketing
  • Philip Kotler, Gary Armstrong
  • 9780273786993 of 0273786997
  • 15th ed., global ed.

Samenvatting - Principles of Marketing

  • 1 Defining Marketing and the Marketing Process

  • waardoor krijgen bedrijven succes

    ze focussen zich heel erg op de klant en zetten zich zwaar in in de marketing

  • definitie voor marketing

    marketing is managing profitable customer relationships

  • what is the twofold goal of marketing?

    to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction

  • today's marketers wants to become a part of your life and enrich your experiences with their brands - to help you live their brands

  • 1.1 Marketing: Creating and Capturing Costumer Value

  • Marketing defined:
    -Companies create value for customers
    -Building strong customer relationships
    -Capturing value from customers in return
  • Creating and Capturing Customer Value
    -Understanding the Marketplace and Customer Needs

    -Designing a Customer-Driven Marketing Strategy

    -Preparing an Integrated Marketing Plan and Program

    -Building Customer Relationships

    -Capturing Value from Customers
  • 1.2 Understanding the Marketplace and Customer Needs

  • Objective 2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
    Outstanding marketing companies go to great lengths to learn about and understand their customers' needs, wants, and demands. This understanding helps them to design want-satisfying market offerings and build value-laden customer relationships by which they can capture customer lifetime value and greater share of customer. The result is increased long-term customer equity for the firm.
    The core marketplace concepts are needs, wants and demands; market offerings (products, services, and experiences); value and satisfaction; exchange and relationships; and markets. Wants are the form taken by human needs when shaped by culture and individual personality. When backed by buying power wants become demands. Companies address needs by putting forth a value proposition, a set of benefits that they promise to consumers to satisfy their needs. The value proposition is fulfilled through a market offering, which delivers customer value and satisfaction, resulting in long-term exchange relationships with customers.
  • Needs
    States of felt deprivation.
  • To fully understand customer needs and the marketplace in which marketers operate, 7 core concepts are essential, which? 
    1. Human needs
    2. Wants
    3. Demands
    4. Market offerings
    5. Consumer value and satisfaction 
    6. Exchanges and relationships
    7. Markets
  • Wants
    The form human needs take as they are shaped by culture and individual personality.
  • Explain human needs? 
    States of felt deprivation which are a basic part of human makeup, include physical needs (food, clothing, warmth and safety), social needs (belonging and affection), and individual needs (knowledge and self-expression). 
  • Demands
    Human wants that are backed by buying power.
  • Explain wants? 
    Are the form human needs take as they are shaped by culture and individual personality. Wants are represented in the form of an object, in order to satisfy needs. 
  • Market offerings
    Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
  • Explain demands? 
    Demands are wants which are backed by the buyer's power. When consumers combine their wants and resources, they ask for products with benefits that add up to the most value and satisfaction. 
  • Marketing Myopia
    The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.
  • Explain market offerings? 
    Combination of products, services and information to satisfy a need or a want. These offerings are very broad: from the physical product to services or intangible activities such as benefits, persons, places, organizations, information and ideas. 
  • Exchange
    The act of obtaining a desired object from someone by offering something in return.
  • What is marketing myopia? 
    The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. 
  • Explain consumer value and satisfaction? 
    The customer's expectations of a product before buying it. Setting the right level of expectation is the key to success in developing and sustaining customer relationships. 
  • Explain exchanges and relationships? 
    They take place when consumers decide to fulfull their needs and wants through exchange relationships. An exchange is the act of obtaining a desired object from someone by offering something in return.
  • How are exchange relationships built and maintained? 
    With a target audience through the transfer of objects, ideas, services and products. 
  • Explain markets? 
    Consists of a set of actual and potential buyers of a products or service. A customer's need or want is satisfied through exchange relationships. 
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Samenvatting 4:

  • Principles of marketing
  • Philip Kotler, Gary Armstrong
  • 9780132167123 of 0132167123
  • 14th ed.

Samenvatting - Principles of marketing

  • 1.1 Marketing gedefinieerd

    • Marketing is het managen van winstgevende relaties met de consumenten. 

    • Het doel van marketing is het aantrekken van nieuwe klanten, door een superieure waarde te beloven, daarnaast is het doel om deze klanten te behouden en dit aantal te laten groeien, dit kan door de consumenten tevreden te houden. 

     

    • Het huidige marketing is niet meer het 'telling and selling', het draait tegenwoordig veel meer om wat de consument wilt.

    • Marketing wordt gedefinieerd als het proces waarbij bedrijven een waarde creeeren voor de consument en een goede relatie opbouwen met de consument om daarvoor in de plaats die waarde van de consument terug te krijgen.
    • Het marketing proces bestaan uit de volgende 5 stappen:

      Begrijp de marktomgeving en de behoeften van de klant

      Ontwerp een consument gedreven marketingstrategie, kies de juiste deelmarkt en bouw relaties op met deze markt.

      Vervolgens moet de marketing worden verwerkt in het product. De basis om het marketing-plan aan je product te koppen is door de marketingmix te gebruiken. Deze bestaat uit de 4 P's, prijs, plaats, product, promotie.

      Daarna begint het opbouwen van de klantenrelaties, daarvoor zijn 2 zaken heel belangrijk, namelijk de waarde die het product in de ogen van de consument heeft en dat wanneer een klant tevreden is hij loyaal blijft. 

      En tot slot levert de producent niet langer iets aan de consument, maar krijgt hij daar iets voor terug, zoals loyaliteit en een groeiend marktaandeel. 

    •  

     

  • Wat is marketing?
    Het proces waarbij bedrijven waarde creëren voor consumenten en sterke klantrelaties opbouwen, zodat ze daar waarde voor terug krijgen
  • What is the books definition of marketing?

    Marketing is het proces waarbij bedrijven waarde creëren voor zijn klanten en sterke relaties opbouwt met hen, zodat ze waarde van de klant terug kunnen krijgen

  • Wat is marketing?

    het proces waarbij bedrijven waarde creëren voor klanten en waarbij bedrijven sterke klantrelaties opbouwen om daarvoor waarde van de klant in ruil terug te krijgen.

  • What five steps are involved in the marketing process?

    1. Het begrijpen van de marktplaats en de needs en wants van de klant

    2. Een klantgerichte marketing strategie ontwerpen

    3. Een geïntegreerd marketing programma opstellen dat superieure waarde levert

    4. Winstgevende relaties opbouwen en klanttevredenheid creëren

    5. Waarde van klanten ontvangen om winst en klantvermogen te creëren

  • Wat zijn de 5 stappen van het marketingproces?

    1. begrijpen van de marktplaats en de behoeftes & verlangens van de klanten
    2. het ontwerpen van een klantgerichte marketing strategie 
    3. bereid een geïntegreerd marketing plan en programma voor. 
    4. bouwen en managen van blijvende klantrelaties
    5. waarde onttrekken aan je klanten
  • wat zijn de 5 kernbegrippen op het gebied van klant en marktplaats?

    1. behoeften, verlangen en vraag
    2. marktaanbod
    3. klantwaarde en -tevredenheid
    4. uitwisselingen en relaties
    5. markten 
  • welke 2 stappen moet een marketingmanager volgen om tot een succesvolle marketingstrategie te komen?

    1. selecteer klanten om te bedienen
    2. kies een waardepropositie 
  • welke 5 concepten zijn er om een marketingstrategie te ontwerpen en uitvoeren?

    1. productie concept
    2. product concept 
    3. selling concept
    4. marketing concept
    5. societal marketing concept
  • Waar bestaat de marketingmix uit?

    de 4 p's;

    1. product
    2. prijs
    3. plaats
    4. promotie 
  • Wat is klantrelatiemanagement? (Customer relation management)

    het gehele proces van het bouwen en onderhouden van winstgevende klantrelaties door het leveren van superieure klantwaarde en klanttevredenheid

  • Wat is customer-perceiced value/klantwaarde?

    de evaluatie van de klant van de verschillen tussen alle voor- en nadelen van het marktaanbod vergeleken met die van andere aanbieders

  • noem de instrumenten om sterke banden met klanten op te bouwen

    1. frequency marketing programs

    2. club marketing programs

  • wat zijn customer managed relationships?

    marketing relaties waarbij klanten, macht verkregen hebben door de digitale technologieën van tegenwoordig, communiceren met bedrijven en elkaar om relaties te bouwen met de merken

  • Wat is customer-generated-marketing?

    merkuitwisselingen die gecreëerd zijn door de klanten zelf - gevraagd en ongevraagd - waarbij klanten een groter wordende rol spelen in het vormen van eigen merkervaringen en van merkervaringen van anderen

  • Wat is partner relationship management?

    de samenwerking tussen verschillende afdelingen en partners buiten het bedrijf, om zo waarde voor de klant en klantrelaties te creëren. 

  • Wat is de 'share of customer'?

    de hoeveelheid die een klant koopt in de categorie van de producten die het bedrijf verkoopt

  • customer lifetime value 

    de hele stroom van aankopen die een klant gedurende zijn leven doet

  • customer equity 

    het totaal gecombineerde 'customer lifetime values' van alle klanten van het bedrijf 

  • noem de indelingen van de verschillende typen klanten 

    1. vreemdelingen 
    2. vlinders
    3. echte vrienden
    4. zeepok
  • welke 5 grote ontwikkelingen zijn er te zien die het marketinglandschap doen veranderen en de marketingstrategieën uitdagen?

    1. onzekere economische omgeving
    2. digitale tijdperk
    3. snelle globalisatie
    4. sociale verantwoordelijkheid
    5. groei van non-profit marketing 
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Laatst toegevoegde flashcards

What is the pull strategy?
Strategy in which a firm aims to increase the demand for its products.
What is the push strategy?
Selling directly to the consumer, bypassing other distribution channels
What is the role of ethics in marketing?
The principles of right conduct that shape the decisions people or organizations make.
What is environmentalism?
Action aimed aimed at protecting the environment
What is consumerism?
It's the protection or promotion of the interests of consumers
What is sustainable marketing?
Sustainability marketing is a way to build relationships with consumers while letting them know that they are important and so are future generations.
What is an intermediary?
An intermediary is a third party that offers intermediation services between two parties.
What are the two major classifications for products?
Consumer products, and industrial products.
The five steps of the marketing process are:
  • Mission.
  • Situation Analysis.
  • Marketing Strategy/Planning.
  • Marketing Mix.
  • Implementation and Control.
What is the customer lifetime value about?
For example, if someone is satisfied with an iPhone, he will, most likely, buy that phone again, and a new one again.