Samenvatting Principles of Marketing, Global Edtion

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ISBN-10 1292341130 ISBN-13 9781292341132
155 Flashcards en notities
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Dit is de samenvatting van het boek "Principles of Marketing, Global Edtion". De auteur(s) van het boek is/zijn PHILIP T ARMSTRONG KOTLER (GARY ) Gary Armstrong. Het ISBN van dit boek is 9781292341132 of 1292341130. Deze samenvatting is geschreven door studenten die effectief studeren met de studietool van Study Smart With Chris.

Samenvatting - Principles of Marketing, Global Edtion

  • 1 Marketing

  • What are needs?
    States of felt deprivation (necessity)
  • 1.1 What is marketing

  • What is the definition of marketing
    The process by which companies engage customers, build strong customer relationships and create customer value in order to capture value from customers in return.
  • The five steps of the marketing process
    1. Understanding the market place
    2. Designing a strategy
    3. Marketing programme
    4. Engage customers
    5. Capture value from customers to create profit and customer equity
  • 1.2 Understanding the marketplace and customer needs

  • In what way must marketing be understood?
    In the sense of satisfying customer needs
  • What are wants?
    Human needs shaped by culture and individual personality
  • What are demands?
    Human wants backed by buying power
  • Market offerings is a combination of products, services, information or experiences that satisfy a need or a want.
  • Marketing myopia is the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products
  • What is exchange?
    The act of obtaining a desired object from someone by offering something in return
  • The main elements in a marketing system are: suppliers, company, competitors, marketing intermediaries and the final customers
  • 1.3 Desgining a customer value-driven marketing strategy and plan

  • Marketing management
    The art and science of choosing target markets and building profitable relationships with them
  • The aim of the marketing manager is to engage keep and grow target customers by creating, delivering and communicating superior customer value.
  • How does a company decide whom to serve?
    By dividing the market into segments of customers
  • What is a brand's value proposition?
    The promise they make towards the customers
  • The five concepts of designing a marketing strategy
    1. Production concept
    2. Product concept
    3. Selling concept
    4. Marketing concept
    5. Societal marketing concept
  • Production concept
    Available and highly affordable products
  • Product concept
    Quality products
  • Selling concept
    Large-scale selling and promotion effort
  • Marketing concept
    Knowing the needs and wants of the target market and delivering the desired satisfactions
  • Societal market
    Marketing decisions should considers consumers' wants, company's requirements, long-run interests of consumers and society.
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Laatst toegevoegde flashcards

What are the four dimensions of the product mix?
  1. Width
  2. Length
  3. Depth
  4. Consistency
When does an organization have a product mix?
When the organization has several product lines.
What is a product mix?
Set of all product lines and items that a particular seller offers for sale.
What is place marketing?
Activities taken to shape attitudes or behavior towards particular places
Wat is person marketing?
Activities taken to shape attitudes or behavior towards particular people.
What is organization marketing?
Activities taken to shape the attitudes and behavior of target consumers toward an organization.
What are other market offerings, besides tangible products and services?
Organization, persons, places and ideas
Consumer might not know about this or knows about it but does not normally consider buying.
Unsought product
Product with unique characteristics or brand identification.
Specialty product
Consumer product that customers usually compares on such attributes as suitability, quality, price and style
Shopping product