Summary: Marketing

Read the summary and the most important questions on Marketing

• 1 What is marketing?

• 1.2 Marketing as a proces, shifts in marketing

• Sort of marketing that shifts the role of marketing from tactics to strategy to culture?

  Traditional marketing

• Sort of marketing about leveraging technology to create & co-create value in innovative ways?

  Digital marketing

• Sort of marketing that shifts from market orientation to sustainable market orientation?

  Transformative marketing

• Sort of marketing that shifts in nature of offerings from goods & service to staging unique customer experiences?

  Service marketing

• 2 Essence of marketing

• 2.1.1 Zeithaml

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• What is an evaluative judgement that results from trade-offs between the perceived benefits (quality) & costs (price) of a product or service? (Zeithaml)

  Perceived value

• 2.1.2 Holbrook

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• What is a core element of the consumption experience which varies along 3 dimensions: Intrinsic, Extrinsic and Social aspect? (Holbrook)?

  Value

• Which aspect of Holbrook is naturally satifying?

  Intrinsic aspect

• 2.1.3 Leroi-Werelds

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• Who says that value is about benefits & costs, but they vary in different dimensions?

  Leroi-Werelds

• 2.2 Importance of value proposition

• What is the strategic tool to communicate about the value package to targeted costumers & other stakeholders?

  Value proposition

• 5 Delineation of the market

• What is a group of individuals or organizations having the willingness & ability to buy goods or services to satisfy a particular class of wants or needs?

  Market