marketing

• The 4P's of marketing

  Product, place, price, promotion
• Using marketing in schools, hospitals, musea, ..

  • Example of the increasing importance of marketing for non-profit organizations
• Product concept


  Gin distilleries transformed their business to start manufacturing disinfectant hand sanitizers, of which there was a huge demand but not sufficient supply in the COVID pandemic
• Customer loyalty


  Ever more DIY store chains offer special customer cards to which promotions, discounts and extras are linked
• Potential growth strategies of Bacardi in the Ansoff matrix

  • Introduction of 70cl – bottle of Breezer for use at home
  • Introduction of Breezer ice lollies
  • Introduction of alcohol free Breezer targeted at the -16 year old market
  • Offering workshops rhum distillery as B2B team building activity
• Ansoff matrix


  A tool that can be used to optimize budget allocation across different SBU's within a company
• Product development


  When McDonalds launches a new type of burger, this testifies of pursuing this growth strategy
• Growing via targeting new customer segments is possible via either market development or diversification
• Growing via developing new products/services is possible via either product development or diversification
• The riskiest growth strategy is differentiation
• The least risky growth strategy is market penetration
• Confronting threat with strength (T – S)

  The fact that the Belgian government considers to impose km-taxes to discourage car transportation, combined with the fact that public transport organization De Lijn highlights the efficiency of transportation in group
• Economic


  The Freedom Convoy fights among others for more democracy and against increasing energy prices and the impact on disposable income and purchasing power
• Citizen-action publics


  The fact that Delhaize had to apologize for its plastic footprint with the 'Lego' loyalty program
• Relative advantage


  Hello Fresh plans to put insect burgers in their food boxes next month. This initiative may help in advancing the consumer adoption of eating insects as alternative protein source
• Complexity


  Telenet was the first provider of digital TV in Belgium. They launched an ad on national television to spark people's interest about digital TV with a funny campaign with Hollywood actors speaking a 'Flemish-English' in your living room. The subscriptions for digital TV stayed behind as people didn't get the picture on why they would mind buying it
• Selective attention


  Ever since I started dreaming about a trip to Montenegro, and after I even started planning our ideal summer vacation there, it seems that I come across much more news and ads about Montenegro than I did before
• Complex purchase situation


  Joe just got hired for his first job a year ago. He managed to make his first savings, and wants to buy himself a motorcycle. He has considered all the options and is now in doubt of going for the Yamaha MT03 or the Yamaha MT07
• Line extension


  Lays introduces Bicky crisp taste (chips)
• Maturity


  During this PLC phase, a producer is confronted with high sales, low costs and high profits
• The difference between a specialty store and a department store has mainly to do with the depth of the assortment
• Vertical channel conflict


  Honda operates its own flagship store nearby Brussels. It organizes spring sneak preview events of the newly launched models, with nice promotions. This is not much appreciated by the independent Honda dealers
• Warehouse club


  A retail format where consumers who pay a yearly membership fee can find an exclusive offering of unused goods that are always (on a permanent basis) sold at very low prices (sometimes even up to 50% of the general retail selling price)
• Market


  • All organizations that use purchased goods and services in their production or services
  • All business units of companies, insofar as they have purchased goods or services use in their production or service
  • All organizations that buy goods and services in order to resell them
  • All households that buy goods and services for processing
• Purchasing center roles


  • Influencers
  • Users
  • Decision makers
  • Buyers
• Business buyer factors


  • Age
  • Income
  • Education
• Types of factors influencing business buyers

  • Environmental factors
  • Personal factors
  • Interpersonal factors
  • Organizational factors
• Problem recognition


  The point at which a potential customer realizes they need or want a product or service
• Business market


  • Schools
  • Hospitals
  • Prisons
• Government market


  • Federal, state, and local governments
• Non-profit market


  • Tactics and strategies non-profit organizations use to raise donations and spread their message
• Institutional market


  • Schools, universities, hospitals, charities, clubs and similar organisations which buy goods and services for use in the production of their own goods and services
• Supplier selection criteria


  • Reputation for repairs and service
• Leasing does not provide better service
• Purchasing center roles


  • Gatekeepers
  • Influencers
  • Decision makers
  • Buyers
• The highest ranking participant of the purchasing center does not always have the most influence
• Factors of rapidly changing technology impacting corporate buyers

  • Interpersonal factors
  • Organizational factors
  • Environmental factors
  • Personal factors
• Marketing information system (MIS)


  The people, equipment and procedures to collect, sort, analyze, evaluate and disseminate necessary, timely, accurate information to marketing decision makers
• Marketing intelligence


  The everyday data that is relevant to the marketing efforts of an organization
• Industry


  A group of providers