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Consument en Marketing
Samenvatting
Chapter 1
Learning Objective 1.1: To understand the evolution of the marketing concept, what
consumer behavior is, and the components of strategic marketing.
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society. Consumer behavior consists of consumers’ actions taken while searching for,
purchasing, using, evaluating, and disposing of products and services that they expect will
satisfy their needs. Consumer behavior influences how marketers can communicate and
deliver products that offer value to customers and society and explains how individuals make
decisions to spend their available resources on products and services. Marketing and
consumer behavior stem from the marketing concept, which maintains that the essence of
marketing consists of satisfying consumers’ needs, creating value, and retaining customers.
Companies must produce only those goods they have already deter- mined that consumers
will buy. Marketing myopia is a focus on the product rather than on the needs that the
product presumes to satisfy.
The marketing mix (also known as the four Ps) consists of product, price, place (distribution),
and promotion. Market seg- mentation, targeting, and positioning are the foundation of
turning consumers into customers. Market segmentation is the process of
dividing a market into subsets of consumers who share common needs or characteristics.
Targeting means selecting the segments that the company views as prospective customers
and pursuing them. Positioning is the process by which a company creates a dis- tinct image
and identity for its products, services, and brands in consumers’ minds. The societal
marketing concept requires market- ers to fulfill the needs of their target markets in ways
that improve, preserve, and enhance society’s well-being and simultaneously meet their
business objectives. The core principle of the marketing concept maintains that marketers
must satisfy consumer needs effectively by making only those products that consumers are
likely to buy.
Learning Objective 1.2: To understand how technology has benefited both marketers and
consumers.
Technology has revolutionized the marketing mix, segmentation, targeting, positioning, and
customer retention. When consumers use their computers, cell phones, electronic readers,
tablets, and other electronic devices, they provide marketers with the kind of information
that enables companies to target them immeasurably more effectively than during the pre-
internet days. Online technologies create a “value exchange:” marketers provide value to
consumers in the form of information, opportunities to customize products easily,
entertainment content, and much more. While online, consumers provide value to marketers
by “revealing themselves,” thereby enabling companies to market their products more
efficiently and precisely. Surfing online allows consumers to locate the best prices for
products or services, bid on various offerings, bypass distribution outlets and middlemen,
and shop for goods around the globe and around the clock. Online communication abilities