Chapter 1
merchandise is an organizational function and a set of processes for creating, communicating, and delivering comfort to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer lever.
Marketing Management Tasks
* mature market strategies and plans
* Capture marketing insights
* Connect with customers
* Build gruelling brands
* Shape market offerings
* Deliver value
* Communicate value
* Create semipermanent growth
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Chapter 2
What is the Value Chain?
The value chain is a scape for identifying ways to create more customer value because either firm is a synthesis of primary and book activities performed to design, produce, market, deliver, and support its product.
Kern competenties van een onderneming
Een kern competentie (= belangrijkste vaardigheid) is datgene waarin het bedrijf erg goed
is: Het is de essentie van hun bestaan (pp.
45)
Maximizing Core Competencies
* (Re)define the business concept
* (Re)shaping the business scope
* (Re)positioning the companys brand identity
Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, inversely satisfying relationships and co-prosperity among key stakeholders.
Na de keuze uit één van de generic strategies moet de marketing afdeling gaan plannen
Drie planningsniveaus:
* Strategische planning
* Functionele planning
* Operationele planning
= (tactical planning)
Strategische planning
Topmanagement beslist over hoe de middelen en meat competences van de onderneming worden
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