Summary Theories of Marketing
Summary Theories of Marketing
€4,99 Incl. BTW
ISBN:
Schrijver:
Druk: 1e druk
Jaar: 2016/2016
Niveau: WO
Opleiding: Master of Business Administration (MBA)
Studiejaar: Bachelor (WO) jaar 1
Categorie: Samenvattingen
Taal: Engels
Aantal pagina’s samenvatting: 54
Hoofdstukken:
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Summary Theories of Marketing
Summary Theories of Marketing
Theories of Marketing
University of Amsterdam MSc Business Administration
What is marketing?
A business philosophy
-> a way to approach the market
Functions & processes/activities to deliver customer value
Levels of marketing
o Strategic
o Tactical
History of marketing thoughts and philosophy
:Marketing is very contextual – it changes as the market changes
a. Old philosophy: marketing about mass production and distribution–beginning of mass marketing: focus on product profitability and market share
b. Rise of competitor differentiation – idea of selling arose, and profit thru persuading people that wat we sell is what they really want
c. Customer orientation: asking people what they want and satisfying needs segmentation based on different needs marketing
Marketing definitions AMA
-1985: Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods, ideas and services to create exchanges
that satisfy individual and organizational goals.
– 2007: 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.
So: From transaction & product driven to relation and value driven or customer driven increasing profit and reducing cost = value Product
-centric philosophy (i.e., selling products to whoever is willing to buy), customer
-centric marketing approach (i.e., developing a portfolio of valuable customers and serving their needs) Importance Nurturing profitable customer relationships and offering products that satisfy customer needs rather than driving product profitability and market share.
Value: from the customer perspective: what do they want and need and how can we satisfy the value better than others SO starting point for marketing
understands CB to draw conclusion on strategies (segment, positioning, branding, innovation, supplu, and channel) and tactics (marketing mix element).
Read more in this Summary Theories of Marketing
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