Marketing Xavier Delcourt

8/6/2019 Marketing Xavier Delcourt

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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 [email protected]

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

Marketing Xavier Delcourt

Documents

Transcript of Marketing Xavier Delcourt