Program today Introduction Program first period Presentations Chapter

Program today • • Introduction Program first period Presentations Chapter one: “Marketing Now” • Chapter three: “The Marketing environment”

Week Chapter 1 1: Marketing Now 3: The Marketing Environment 2: Strategic Marketing 4: Marketing in the Internet Age 5: Marketing & Society 6: The Global Marketplace 7: Consumer Markets 13: Product & Branding 14: New Products 15: Marketing Services 16: Price 20: Place Exam training 2 3 4 5 6 Presentation Group Nr. 1 2 3 4 5

• Total Marketing Course = 12 weeks – MF-MKT 1 B & MF-MKT 2 B = 6 weeks each (P 1 & P 2) • 4 Grades per student: – – MKT 1 B. 1 and MKT 1 B. P in P 1 MKT 2 B. 1 and MKT 2 B. P in P 2 The. 1’es are written exams The. P is for Presentation • Written exam = 60 %, Presentation = 40 %. • MF-MKT 1 B. 1 (exam) = 1. 8 ECTS • MF-MKT 1 B. P (presentation) = 1. 2 ECTS

• The Presentation first period Content – Current Situation – Issues – What to do The emphasis is on the form of the presentation

What is Marketing? • Marketing is: “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

Core Marketing Concepts Needs, wants, and demands Markets Exchange, transactions, and relationships Products and services Value, satisfaction, and quality

• Marketing Management: • “the analysis, planning, implementation and control of programmes designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organisational objectives”

marketing management philosophies • Production concept

marketing management philosophies • Production concept • Product concept • Selling concept

1946

1949

Pressure selling

Criticism • • High prices Deceptive practices Shoddy or Unsafe Products Planned Obsolescence Creates Materialisme To few social goods Cultural pollution Political power

Leads to • Consumerism • Environmentalism

marketing management philosophies • • Production concept Product concept Selling concept Marketing concept

marketing management philosophies • • • Production concept Product concept Selling concept Marketing concept Social marketing concept

Societal Marketing Concept Society (human welfare) Consumers Company (want satisfaction) (profits)

marketing management philosophies • • • Production concept Product concept Selling concept Marketing concept Social marketing concept ? ? ?

PRODUCTION MARKETING PRODUCT SELLING SOCIETAL

P P sense, serve, satisfy

Marketing Mix • Product • Price • Place • Promotion • People • Physical evidence • Processes The Traditional 4 P’s. New in this edition of the book

The 4 C’s Introducing the 4 Cs Complementing the Marketing Mix q Customer needs and wants q Cost to the customer q Convenience q Communication

The Marketing Process Demographic. Economic Environment g tin ke ol ar tr M Con Political. Legal Environment Promotion Competitors Publics Price n Target Consumers M Im ar pl ket em in en g ta tio M An ark al eti ys ng is Place Product g tin g ke in ar n M lan P Suppliers Technological. Natural Environment Marketing Intermediaries Social. Cultural Environment

Course Catalog Gemeenschappelijke Propedeuse Instituut Bedrijfskunde en Rechten Instituut Finance and Management Instituut International Business and Communication • • Browse Course Catalog

Search for a Course: Marketing advanced search GO!

Business to Business marketing (FEM-IBL-B 2 B. ond) Instructor(s): LA Zijlstra, PW Meijden Marketing (FEM-IBL-MKT 1. ond) Instructor(s): PS Steemers, PW Meijden E-Marketing (FEM-IBMS-ECOMMERCE-ECO 1 A. ond) Instructor(s): Hans Kühne, PS Steemers