Post on 07-Apr-2018
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Principles ofMarketing
Xavier DelcourtDouai Business School
www.DBS-esvii.comwww.HiFive.be
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Xavier Delcourt
Who am I?
What I do?xavier@hifive.be
IBMNovell
Sun Micro3Com
RandstadVenture CMicrosoft
Now:BUSINESSMagazine
ParuzziSignpost
VolksRepairsBanana Moon
CCI
ACADEMICBrugge (Fr)Helsinki (Fi)Kortrijk (B)
Vlissingen (NL)
EngineeringMarketingMBA
Systems EngineerProduct ManagerChannel ManagerSales ExecutiveOperations Manager
Business Manager
Now:Entrepreneur
Who are you?What did you do?
What would you like to do?
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Marketing & Sales course
The Marketing concept
Consumer buying behaviour
Business buying behaviour
Marketing strategySegmentation, Targeting & Positioning
Products & Services
Pricing Strategies
PlacePromotions:
Marketing Communications
Selling and Sales management
Integrated Marketing
Essentials of Marketing Brassingtonhttp://www.booksites.net/brassington/Principles of Marketing KotlerMarketing Management Kotler
Principles of Marketing, European edition Kotlerhttp://www.prenhall.com/kotler/
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Evaluation
Written exam
30% multiple choice
30% cases
30% cooperation in class
10% advanced comprehension
Chapter to learn wi ll be communicated inclass
Class exercises will be used in exam
Read the text book
Work in class
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Post-it exercise
What comes to mind when your hear
MarketingList your top 3
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What Can BeMarketed?Goods
ServicesPlaces
Ideas
Events
Persons
PropertiesOrganizations
Information
Experiences
W hat i s be ing
m a r k e t e d in t h i s ad ?
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Advertising P lanning and Strategy
Strategicplanning
Begins atcorporatelevel
Extends tothefunctionallevel
Ends w ithadvertising
Marketing Mix
P-P-P-P
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The Marketing Process
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Managing theMarketing Effort
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Needs, Wants, & Demand
Marketing is not able to create needsMarketing can generate demand
Basic rule in marketing: The best marketing in theworld cant sell products that are poorly made or failto meet a need
To need is to be in a state of felt deprivation of somebasic satisfactionWants are desires for specific satisfiers of needsDemands are wants for specific products that arebacked by an ability and willingness to buy them
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Maslow s Hierarchy
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B2 C & B2 BB2 C & B2 BBu y er Beh av io r Bu y er Beh av io r
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Definitions
Consumer Buying Behavior
Buying behavior of individuals andhouseholds that buy products for personalconsumption.
Consumer Market
All individuals/ households who buy productsfor personal consumption.
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Model of Buyer Behavior
Stimulus Response ModelMarketing and other stimuli enter the buyers blackbox and produce certain choice / purchaseresponses.
Marketers must figure outwhat is inside of the buyersblack box and how stimuliare changed to responses.
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The Buyer Decision Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Needs can be triggeredby:Internal stimuli
Normal needs becomestrong enough to
drive behaviorExternal stimuli
Advertisements
Friends of friends
StagesStages
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Buyer Decision Process
Stages in the Adoption ProcessStages in the Adoption Process
AIDAAIDAAttractionAttraction
InterestInterest
DesireDesire
ActionAction
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Adopter Categories Basedon Relative Time of Adoption
Marketing MixP-P-P-P Marketing Mix
P-P-P-P
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Practical: Soapy rides car wash
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For next course
Read Principles of Marketing
Chapter 1
Work on: Soapy Rides
Deliver promotional concept (3 ideas)
Del iver marketing strategy (5 sl ides)Present your plan to your director