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Voorbeeld verslag 2014-2015
Preface
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Table of Content
PREFACE .................................................................................................. 1
TABLE OF CONTENT ................................................................................. 2
A. INTRODUCTION TO MARKETING........................................................ 2
A. INTRODUCTION TO MARKETING
Definition of Marketing
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Marketing
Marketing deals with customers, and therefore one of the simplest definition is:
“Marketing is managing profitable customer relationships”
The goal of marketing consists of two parts:
 Attract new customers by promising superior value.
 Grow current customer base by delivering satisfaction.
Marketing is everywhere, you experience it every day. Classic examples are billboards,
television commercials or magazine advertisements. However, due to the introduction of
the PC and the internet, a new way of approaching the customers has evolved. Examples
are banners on websites, Smartphone apps and online social networks.
Old view: Marketing is “ telling and selling”
New view: Marketing is “ satisfying customer needs”
Marketing: The process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return.
Marketing process: This five step model describes how to create value for customers
and build customer relationships (4 steps) and how to capture value from customers in
return(1 step).
Customer Needs and Wants
Needs are states of felt deprivation (physical, social or individual).
Wants are the form human needs to take as they are shaped by culture and individual
personality.
Demands are human wants that are backed by buying power.
Consumers’ needs and wants are fulfilled through market offerings: Some combination
of products, services, information, or experiences are offered to a market to satisfy a
need or a want. A common mistake of paying more attention to the specific products a
company offers than to the benefits and experiences produced by these products is called
a marketing myopia.
Consumers buy products that satisfy their needs, and therefore will buy again. However,
dissatisfied customer do not buy again. Setting the right level of expectations is therefore
very important for marketers.
Exchange is the act of obtaining a desired object from someone by offering something in
return. These exchanges take place on the market which is the set of all actual and
potential buyers of a product or service. A marketing system consists of suppliers,
companies, marketing intermediaries and consumers. All parties are affected by major
environmental forces (political, economic, natural etc.).
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Creating a Customer-Focused Marketing Strategy
Marketing management is the art and science of choosing target markets and building
profitable relationships with them.
When a company develops a marketing strategy, it first must choose whom it will serve.
Dividing the market into segments of customers(customer segmentation) can help the
selection of which segments to target(target marketing).
Second, the company has to decide how to it will serve the targeted customers. In other
words, how it will differentiate and position itself in the marketplace. A value proposition
is the set of values that promises to deliver to consumers to satisfy their needs.
Five thoughts under which organizations design and carry out their marketing strategies:
 Production Concept:
- Consumers will favor products that are available and highly affordable;
therefore, the organization should focus on improving production and
distribution efficiency.

Product Concept:
- Consumers will favor the most quality, performance, and features; therefore
the organization should devote its energy to making continuous product
improvements.

Selling Concept:
- Consumers will not buy enough of the firm’s products unless the firm
undertakes a large scale selling and promotion effort.

Marketing Concept:
- Achieving organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than competitors
do.

Societal Marketing Concept:
- A company’s marketing decisions should consider consumers’ wants, the
company’s requirements, consumers’ long-run interests, and society’s longrun interests. There are three considerations their marketing strategy:
company, consumers and society.
The Marketing mix is often used to define the set of marketing tools the firm uses to
implement its marketing strategy.
The Marketing mix consists of:
 Product:
- Need-satisfying market offering.
 Price:
- The cost of the product.
 Place:
- Where the product will be available.
 Promotion:
- Communication with the target customers.
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Customer Relationships
The overall process of building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction is called customer relationship
management(CRM).
A customer buys from a firm that offers the highest customer-perceived value. This is
the customer’s evaluation of the difference between all the benefits and all the costs of a
marketing offer relative to those of competing offers. The customer satisfaction deals
with the extent to which a product’s perceived performance matches a buyer’s
expectations.
Customer relationships can exist on different levels. Companies can have basic
relationships with low-margins customers that hardly have contact. On the other hand,
full partnerships are characterized by personal contact and higher margins. Many
companies create frequency marketing programs in order to reward returning customers.
Other companies create club marketing programs in order to offer special benefits to
members.
There are changes occurring in the way that companies deal with their customers.
Whereas in the past mass marketing was broadly used, nowadays, companies are trying
to build deeper, more direct and longer lasting relationships with carefully selected
customers. Marketers do not want a relationship with every possible customer because in
some cases the costs are higher than the potential revenues.
The change in the communication due to new technologies also created the shift that
customer relationships are more interactive. For example, Facebook, Pinterest, Twitter
and other media are being used by companies to become “ part of the conversation” .
Customer-managed relationships: Marketing relationships in which customers,
empowered by today’s new digital technologies, interact with companies and with each
other to shape their relationships with brands.
Consumer-generated marketing: Brand exchanges created by consumers themselves
– both invited and uninvited by which consumers are playing an increasing role in
shaping their own brand experiences and those of other consumers. In addition, there is
Partner relationship management which is working closely with partners in other
company departments and outside the company to jointly bring greater value to
customers.
Capturing Customer Value
Satisfied customers are very important in doing business. Satisfied customers remain
loyal and talk favorably to other customers about the company.
Customer lifetime value is the value of the entire stream of purchases a customer
makes over a lifetime of patronage. Share of customers deals with the portion of the
customer’s purchasing that a company gets in its product categories.
Customer equity is the total combined customer lifetime values of all off the company’s
customers. The more loyal the firm’s profitable customers, the higher its customer
equity.
Customer relationship groups are defined on two dimensions; potential profitability(PP)
and projected loyalty(PL).
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The four different groups:
 Strangers: low PP and low PL.
- Relationship management strategy  don’t invest in this group.

Butterflies: high PP and low PL.
- Relationship management strategy  profit from them for the moment.

True friends: high PP and high PL.
- Relationship management strategy  keep investing in this group.

Barnacles: low PP and high PL
- Relationship management strategy  try to improve profitability and
otherwise fire as customers.
True believers are true friends that come back regularly and tell other people about the
good experience.
Marketing Environment
In the beginning of 2008, the world faced a Great Recession. An economic crisis that
caused losses in income, declining home values and rising unemployment. Since then,
consumers have become more cautious in their spending patterns. Less luxury items are
being bought and cautiousness is key. A goal in these uncertain times is to build market
share and improve customer relationships at the expense of competitors.
Another phenomenon of the last years is the digital age. Digital technology created new
marketing channels through the internet. Online marketing is now the fastest-growing
form of marketing. Internet, a vast public web of computer networks that connects
users of all types all around the world to each other and to an amazingly large
information repository.
More and more Non-for-profit organizations use marketing as a part of their strategy.
Awareness is very important within colleges, hospitals and churches, and therefore these
organizations use marketing more than in the past.
Globalization, a phenomenon caused by factors such as cheaper transport and better
communication has been growing tremendously the last years. Therefore, companies
face competition from all over the world.
Consumers are nowadays also expecting that companies behave in a socially responsible
way. Sustainability is key and therefore companies seek ways to do business in the best
long-run interests for customers and community.
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