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Apuntes Marketing

This document provides an introduction to marketing concepts and strategies. It discusses key topics such as internationalization, customer focus, innovation, and strategic planning. Customer focus is important, and customers have must-have, satisfier, and delighter expectations. Strategic planning involves defining objectives and key performance indicators to measure goals. The marketing mix of product, price, place, and promotion is also introduced. Additional units will cover the marketing mix in more detail, the importance of brands and innovation in creating value for customers, and public relations versus advertising strategies.

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Carolina Lopes de Oliveira
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27 views3 pages

Apuntes Marketing

This document provides an introduction to marketing concepts and strategies. It discusses key topics such as internationalization, customer focus, innovation, and strategic planning. Customer focus is important, and customers have must-have, satisfier, and delighter expectations. Strategic planning involves defining objectives and key performance indicators to measure goals. The marketing mix of product, price, place, and promotion is also introduced. Additional units will cover the marketing mix in more detail, the importance of brands and innovation in creating value for customers, and public relations versus advertising strategies.

Uploaded by

Carolina Lopes de Oliveira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING

UNIT 1: INTRODUCTION

PROJECT

-Choose any sector of activity and 3/4 different brands and


-Compare the external communication strategies, online and offline
-Compare differences and similarities

0. INTRODUCTORY CONCEPTS

-INTERNATIONALISATION: It allows companies to increase the amount that they produce so that they
can reach the minimum level of average cost

-CUSTOMER FOCUS:

● MUST BE: Characteristics that do not lead to satisfaction but if they are not present they will
lead to dissatisfaction. Example: Having chairs in a classroom.
● SATISFIERS: It is not enough to have “MUST BEs” to satisfy customers. The more you invest
on SATISFIERS the more satisfied the customers are going to be. Example: Having
comfortable chairs in a classroom (the more comfortable the chairs are the more satisfaction
you get from customers).
● DELIGHTERS: Sometimes, it is not enough to satisfy the customers, so we have to delight
them. It consists of overachieving expectations and surprising the customers positively. We
have to attend or offer the best service, offer or good experience.

-INNOVATION: It is not only about products, but also about processes (making them smarter and
more efficient).

-CONTROL

-MISSION: Present, what is our business today, what do we do, who are our customers

-VISION: Where do we want to be in the future

-VALUES: What we believe in and how it is implemented (for example, teamwork, customer service…)

-EXTERNAL CONTEXT:

-INTERNAL CONTEXT: Characteristics of the organisation

-OBJECTIVES: They have to be determined taking into account the MISSION, VISION, VALUES,
EXTERNAL AND INTERNAL CONTEXT. They have to be determined in the following order so that they
are all aligned and compatible:
● STRATEGIC: Defined by top management, long-term and have
● TACTICAL: Defined by middle managers and include marketing objectives, HR objectives…
● OPERATIONAL: Defined for the daily lives.
-INDICATORS: Each objective should have one or more indicators to measure them.

-GOAL: We have to define a goal for each indicator (for example, the complaint rate being lower than
3).

If we do not plan, we are not going to be able to develop good strategies.

-CONTROLLING: It comes after all the planning and it is one of the most important phases. Most of
the businesses only control financial aspects

-BALANCED SCORECARD (BSC): PLANNING (1,2,3) + CONTROLLING (4,5,6,7)

1. PLANNING
● OBJECTIVES
● INDICATORS
● GOALS

2. CONTROLLING:
● PERFORMANCE
● GAPS (between goals and performance)
● ROOT CAUSE
● CORRECTIVE MEASURES

1. WHAT IS MARKETING?

Moving from TRANSACTIONAL MARKETING (selling and buying) to RELATIONSHIP MARKETING


(between supplier and buyers so that the buyer comes back again to the brand, feels loyal and
spreads good WOM)

Stakeholders: Customers, employees, associations, press, competitors, public entities…

-FULL-TIME MARKETERS: People that work in the marketing department of an organisation.


-PART-TIME MARKETERS: People that don’t necessarily belong to the marketing department but have
had an experience with the organisation, developed an opinion about it and can spread WOM (Word of
Mouth).

2. MARKETING EVOLUTION

3. OPERATIONAL Vs STRATEGIC MARKETING

You shouldn’t hire someone from outside of the company to perform the strategic marketing, but you
can hire someone for the operational part
4. PHILIP KOTLER 1.0 TO 5.0

Probably the most well-known marketing author.

UNIT 2:

MARKETING MIX

PEOPLE: It is very important to hire the best people possible and to keep them happy and motivated
so that they can deliver the best service possible. This benefits the customers, organisation and the
employees.

PROCESSES: We have to design processes properly to deliver good quality products to customers.

PHYSICAL EVIDENCE: The first experience or impact individuals have with a product. Example ->
Theatre: The path of going into the auditorium and finding the seat. It is especially important for
services.

4C’s of Lauterborn

Facilitating services: Sending an plane ticket both by email and whatsapp.

UNIT 3:

More substitutes translate into less sensitivity

HOW BRANDS CAN BE INNOVATIVE AND CREATE MORE VALUE TO CUSTOMERS:

# 1. PROVIDE…

PR Vs ADVERTISING

PR is intended to all publics (not just to customers), it is not intended to sell but to create a good
image, it happens during the whole year

FOTO DATA INFO GOOD KNOWLEDGE GOOD MANAGEMENT DECISIONS

UNIT 5:
HOW

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