Summary: Examenvragen Marketing Constatin

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• What do the definitions of AMA's Rose do have in common?

  - All definitions locate marketing firmly as a managerial activity (is our marketing profitably or not?)
  - Marketing as a means to solve managerial problems or meet management objectives 

• What are consumer mistrusts by Lantieri and Chiagouris?

  - More cynical consumers (not believing in the good of people)
  - Frequent consumer recalls
  - Company structured as a barrier to trust (i.e. sustainability)
  - Uneven advances in product quality (consumer tech)
  - Misleading-Relationships > H&M sustainable line 

• Before 1900 marketing was focused on distribution (supply and demand). How do we call it now and use it?

  Now marketing is about emotion and intuition, adding meaning and value to consumers live. We also call it branding now.

• Explain polarity? (positief/negatief)>tegenstelling

  Traditionally, role of marketing is defined as a one-way street, where companies not send different messages to the audience. Now we have a two-way relay (thanks to the internet)

• Where is a marketing management function based on? Name 2.

  - Belief that consumers can be persuade and manipulated 
  - Belief that markets- and marketing messages can be controlled 

• What is the difference between 1950-1990 mass marketing and contemporary market place?

  Traditionally, role of marketing is defined as a one-way street, where companies not send different messages to the audience. Now we have a two-way relay. 
  Consumer agency. The market has become atomized and nichefied 

• Explain the differences between the years (1935,1985,2004) of marketing?

  In 1935 it was about the flow of goods and services from producers to consumers. In 1985 it was more about satisfying needs of individual consumers and organizational objectives. In 2004 delivering value & managing customer relationships in ways that benefit the organization and its stakeholders became important.

• What does Kotler (2006) says about the basic concept of marketing?

  The basic concept of underlying marketing is that of human needs. (social and individual needs) These are not invented by marketers; they are the basic part of the human set-up. (Are our needs inherent?, is that right?)

• Explain the belief system that informs marketing disciplines?

  - Marketing 'understands' needs, consumers typically don't 
  - marketing 'knows', consumers need to be convinced 

• Needs has a dynamic concept with more interpretations. Name 3.

  - Sustenance (levensonderhoud) vs. market needs vs evolution (now)
  - Needs or marketing > which comes first? 
  - Needs vs wants > is what i want actually what i need?