This is a comprehensive summary of the subject “Advanced Management and Marketing (Marketing)”. Teaching material from the various lessons and related literature have been incorporated into it. In addition, various examples have been given as to clarify the abstract nature of some literature.
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Summary Marketing Models: Multivariate Statistics and Marketing Analytics (4th Edition)
Lectures notes Marketing MST-21306
Marketing tutorials ppt notes (course AMM)
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Bedrijfs En Consumentenwetenschappen/ MME/ MFQ/
Advanced Management and Marketing (BMO21306)
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-Marketing models: multivariate statistics and
marketing
BMO-21306 analytics)
SUMMARY ADVANCED
MARKETING
Summary: Advanced Management and Marketing (Marketing Models:
Multivariate statistics and marketing analytics)
,AMM Marketing Chapter 1: Introduction
• Model:
o Simplified representation of what’s happening
o Build to understand the world
o To make predictions
o Still cover CH 8 ANOVA Analysis!!
Perhaps needed; introductory book statistics. (MAT-15303, MAT15-402 – A. Field Discovering statistics
using SPSS.
• The holistic market concept:
o The key to achieve organizational goals is being more effective than competitors in
creating, delivering, and communicating superior customer value to your target market.
(also includes CSR)
• Business unit strategic planning
o Planning at various levels (e.g. corporate, business, business unit, product)
o Implementing in organization
o Controlling (via feedback mechanisms)
o Strategy with regards to marketing concerns the product planning (logical!) (closer to
market)
o Strategic marketing: what do customers value?
o Tactical marketing: what products are needed to fulfil the customers value?
Marketing is all about: what do customers perceive to be of value? (your product)
Identifying competition Is about product, price, place.
o Differentiating
▪ Creating tangible or intangible differences on one or more attributers between
a focal offering and its main competitors ]
▪ The decisions of the consumer determines the competitors of that product
(company)
▪ There are different levels/dimensions of competition!!
Generic level: e.g. I need to drink. All drinks are competitors
, Product form competition: diet coke, or zero coke
Product category competition: soft drinks Fanta of Coke
Generic competition: Beverages (coffee, water, juices)
Budget competition: vacation, video rentals, new car, etc.
o Positioning
▪ A set of strategies a firm develops to differentiate its offerings in the minds of
its target customers (their perception). Successful positioning will result in the
offering occupying a distinct, important, and sustainable position in the minds
of the target customer (their perception)
Identifying competitors using consumer behaviour data:
• Brand-Switching analysis
o Consumer judgement
o Switching from current situation to future situations. Represents competitiveness.
, • Expected count: Future market share/ total x current market share/ total x total
o 64/180 x 54/180 x 180 = 19.2
• Standardise the values: (O – E)/ √𝐸
o (49 – 19.2)/ √19.2 = 6.8
• The diagonal: tells the marketer that customer loyalty is high! (the values represent the
customer that will stay with that brand in the future)
Negative values: the expected number was higher than the actual number!
Positive values: the expected number was lower than the actual number
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