introduction + chapter 1 the basics
DESCRIPTION
TRANSCRIPT
![Page 1: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/1.jpg)
![Page 2: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/2.jpg)
Introduction
Chapter 1: the basics
![Page 3: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/3.jpg)
Introduction
![Page 4: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/4.jpg)
Petra Vijncke
First, second and third year Marketing
Advertising agency
Check Chamilo before mailing !!
![Page 5: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/5.jpg)
Starting from level 0
Markets change fast
So do media channels
Communication? Constant change
Consumer do too
Survive = be aware
![Page 6: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/6.jpg)
![Page 7: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/7.jpg)
![Page 8: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/8.jpg)
![Page 9: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/9.jpg)
Deadlines?
Assignments?
Exam?
Check Chamilo
2 sessions every week (Wednesday
morning: 8.30-11.30 am)
![Page 10: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/10.jpg)
Me = powerpoints
You = take notes !
There is NO hand book or course book !
![Page 11: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/11.jpg)
Marketing basics and jargon
Marketing insight and problem solving
And to convince you to study Marketing next year
![Page 12: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/12.jpg)
![Page 13: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/13.jpg)
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.
Creating, delivering and communicating valueto customers
Customer relationship management that also benefits the organization.
Science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior
![Page 14: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/14.jpg)
![Page 15: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/15.jpg)
![Page 16: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/16.jpg)
![Page 17: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/17.jpg)
Chapter 1:
the basics
![Page 18: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/18.jpg)
1. Introduction
2. Definition
3. Basic concepts and voc
4. Marketing management concepts
5. Marketing approaches
![Page 19: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/19.jpg)
In the factory, we make cosmetics. In the
store, sell hope (Charles Revlon)
Marketing = the full picture
› Digital, viral, social networks, outdoor,
guerilla, mass media, retail, sales, PR,
reputation management, crisis
communication, product placement,
events, …
![Page 20: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/20.jpg)
Example: Coca Cola
![Page 21: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/21.jpg)
It’s all about “branding”
Ketchup = your brand ?
![Page 22: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/22.jpg)
Brands create value
Value = perceived quality
Perceived quality = certain price setting
![Page 23: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/23.jpg)
![Page 24: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/24.jpg)
Text message parking
Solar panels
Kai Mook
Zumba
![Page 25: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/25.jpg)
![Page 26: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/26.jpg)
![Page 27: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/27.jpg)
Not just selling
But also satisfying
customers’ needs !
![Page 28: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/28.jpg)
Better customer deal: value for money
› Delivering superior customer value
› Sustainable competitive advantage
![Page 29: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/29.jpg)
Example:
› In 1997, M&M’s was almost bankrupt
› By 2014, they are the best selling candy in
the USA
› What happened?
![Page 30: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/30.jpg)
But marketing is so much more:
› Market research: think before you act
Who is my target audience?
What does my target audience want?
Needs, desires, …
› Is my target market attractive and big
enough?
› And what is my competition doing?
![Page 31: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/31.jpg)
![Page 32: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/32.jpg)
![Page 33: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/33.jpg)
Analyse consumer behaviour
› How do my consumers buy?
› Steps in the decision process
Research product development
› Product features?
› Importance of quality, packaging, service,
warrants, design, branding, …
![Page 34: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/34.jpg)
![Page 35: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/35.jpg)
Price setting needs to be ‘right’› ‘acceptable’ price
Distribution channels› Availability?
› Power of channels?
Marketing communication› = advertising
![Page 36: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/36.jpg)
So, if I asked you to define ‘marketing’,
what would your answer be?
![Page 37: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/37.jpg)
Process of planning and executing the › conception,
› pricing,
› promotion and
› distribution of
› ideas, services and goods
› to create exchanges
› that have value and
› satisfy goals
› for customers, clients, partners, and society at large.
4 P’s
![Page 38: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/38.jpg)
Example
GOOD + SERVICE
EXCHANGE AND CREATE VALUE
SATISFY GOALS FOR …
![Page 39: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/39.jpg)
Is marketing important/necessary ?
› Roots of all business = products and services
› Need to be marketed and sold
› No turnover? No business and no
employment
Yes !
![Page 40: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/40.jpg)
Marketing: a ‘must’ or a ‘gift’ ?
› Depends on the product/service and the
branche
› Constant innovation necessary
› Competition is lurking around the corner
› Invest in strong brands
› Focus on quality and service
› Build relationship with consumers and other
stakeholders
![Page 41: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/41.jpg)
Must
› Local hospital
› You need to be
there ‘anyway’
› For routine check-
ups and
appointments
Gift
› Big, university
hospital
› Best doctors
› Build on reputation
› Scientists and
experts with
international
experience
› Advanced research
![Page 42: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/42.jpg)
Watch out: marketing is not an exact
science
› There are often no right/wrong answers
› Business instinct alone is not enough
› Need to analyze the 4 P’s
![Page 43: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/43.jpg)
Product
Price
Place
Promotion
Needs and wishes of consumer
What the consumerneeds to pay
Where the consumercan buy the product
How to promote the product
![Page 44: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/44.jpg)
Example
‘Place’
![Page 45: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/45.jpg)
Example 4 P’s:
![Page 46: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/46.jpg)
Creating AND keeping customers
How ?
› CRM = customer relationship management
› Examples?
![Page 47: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/47.jpg)
Different target markets
Different needs
Different processes
![Page 48: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/48.jpg)
Needs are universal + general + motivational
Demand
Products are offered: advantages, satisfaction, value is communicated
Exchange – transaction
Aim for the right target market
Needs are satisfied
![Page 49: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/49.jpg)
Examples ?
› Use of wifi, internet
› Computer
› Milk
› Toilet paper
› Bank account
› …
![Page 50: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/50.jpg)
![Page 51: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/51.jpg)
But what about:
![Page 52: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/52.jpg)
Desire is limited and individual
Demand
Products are offered: advantages, satisfaction, value is communicated
Exchange – transaction
Aim for the right target market
Needs are satisfied
![Page 53: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/53.jpg)
Example:
![Page 54: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/54.jpg)
![Page 55: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/55.jpg)
![Page 56: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/56.jpg)
There is a desire but the means are limited
Demand
Products are offered: advantages, satisfaction, value is communicated
Exchange – transaction
Aim for the right target market
Needs are satisfied
![Page 57: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/57.jpg)
Example?
![Page 58: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/58.jpg)
Beware of the power of the different markets:› Sellers’ market: demand > offer
Shortage: power for the sellers
› Buyers’ market: demand < offer
Surplus: power for the consumers
Example: › tablet in 2010 vs 2014
› PlayStation and price evolution due tocompetition (Wii and Sony Xbox)
![Page 59: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/59.jpg)
And what about this?
![Page 60: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/60.jpg)
Transaction marketing
› Aim to enlarge target market
› Often short term profit thinking only
› Eg. “6 months for free”
Relationship marketing
› Sustainable customer relationship
› Long-term thinking
![Page 61: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/61.jpg)
De-marketing› Efforts aimed at discouraging (not destroying)
the demand for a product
› Reasons:
a firm cannot supply in large-enough quantities
does not want to supply in a certain region because profit margin is too small
Common demarketing strategies: higher prices, scaled-down advertising, and product redesign.
![Page 62: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/62.jpg)
FOCUS ON THE CUSTOMER
F
O
C
U
S
O
N
P
R
O
D
U
C
T
MARKETING
ORIENTATION
PRODUCT
ORIENTATION
PRODUCTION
ORIENTATION
SELLING
ORIENTATION
![Page 63: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/63.jpg)
PRODUCT CONCEPT
› Consumer wants products with the best
quality, presentation and features
› Organization constantly tries to improve the
product
› Danger: “a good product sells anyway”
› Example:
![Page 64: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/64.jpg)
Other example:
![Page 65: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/65.jpg)
PRODUCTION CONCEPT
› Customers want products which are widely
available and cheap
› Organizations aim for high production
efficiency and maximal distribution
› Conditions:
Consumer has limited means
Organization needs to lower production costs
![Page 66: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/66.jpg)
Example:
![Page 67: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/67.jpg)
![Page 68: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/68.jpg)
SELLING CONCEPT
› Customer does not buy the product
(enough), so he/she must be convinced by
“hard selling”
› Very direct and often aggressive
› Dangers:
Unsought products
Overcapacity
‘We sell what we make’, instead of ‘we make
what we can sell’
![Page 69: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/69.jpg)
Example:
![Page 70: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/70.jpg)
MARKETING CONCEPT
› Analyze needs of consumers, satisfy these
needs and do that better than the
competition
› Features
Focus on customer satisfaction
Market research
Analyze competition
![Page 72: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/72.jpg)
![Page 73: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/73.jpg)
AND IN 2014: the new trends in
marketing are…
› Green marketing: Ecover
› Ethnic marketing
› Gay marketing
› Focus on sustainable development:
people +planet + profit
Eg. Ben & Jerry’s
![Page 74: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/74.jpg)
![Page 75: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/75.jpg)
![Page 76: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/76.jpg)
Golden advice: Be REAL and AUTHENTIC
› Avoid scandals
› Crisis management
› Eg. Nike, Shell, McDonald’s, IKEA, HEMA
![Page 77: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/77.jpg)
B2C marketing Marketing aimed at the final consumer
Eg. on a billboard
![Page 78: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/78.jpg)
B2B marketing
› = trade marketing
› Marketing aimed at the retailers or
distributors or other channels in betweeen
› Eg. Douwe Egberts negotiations with
Delhaize
› Eg. IT compay offering business solutions
![Page 79: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/79.jpg)
Retail marketing:
› Marketing from the retailer and aimed at the
final consumer
![Page 80: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/80.jpg)
Services marketing:
› Market a service (police, electricity, school,
hospital, lawyer, mobile phone operator, city
marketing, …)
![Page 81: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/81.jpg)
Non-profit marketing:
› Money earned is used for investments in the
organisation, not for personal gain/profit
› Artevelde, local sport club, charity org, …
![Page 82: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/82.jpg)
But remember: marketing is not an exact
science
› Duvel Brewery creates new beer flavour
› Guided tours in brewery
› Drink sth in the shop/bar afterwards
› Take home gadget + mini bottle of new
flavour
› B2B, B2C, retail, services marketing, …?
› What do you think?
![Page 83: Introduction + chapter 1 the basics](https://reader033.vdocuments.us/reader033/viewer/2022051817/5480a2a7b4af9fef158b5e1d/html5/thumbnails/83.jpg)
Extended definition of marketing
4 P’s
Marketing jargon and vocabulary
4 marketing concepts
Trends of the year 2014
Different marketing approaches
Marketing is not an exact science