SESSION 4 12th of SEPTEMBER

Discussion leader: Sarah Schreurs

Secretary: Jrgen von Beyme

Agenda

Post-discussion literature (Chapters 1&4)
Post-discussion action task 6
Pre-discussion task 7
Pre-discussion task 8
Feedback


Post-discussion literature ( Chapter 1&4 )

Unclear terms: elasticity -> The percentage change of the action divided by the
percentage change of the reaction.


Mindmap Chapter 1









SESSION 4 12th of SEPTEMBER





Mindmap Chapter 4


BCG-Matrix

SESSION 4 12th of SEPTEMBER





The BCG-Matrix is a tool and has limited use. In order to have a balanced portfolio
you need at least a cow, a star and a question mark.

Frameworks

Framework are standards and procedures. It is the structure/tool we use to
analyse a companys situation

SWOTs
o Strenght (internal environment)
o Weaknesses (internal environment)
o Oportunities (external environment)
o Threats (external enviornment)
Five Competitive Forces





Enviornmental scanning: looking at your environments (scan your
environments) in order to obtain a broad scope of your company situation.

Marketing concept: considering, identifying and satisfying the customers and
their needs and requierements.


SESSION 4 12th of SEPTEMBER


Marketing and society
Benefits
o New offers
o Customer research -> appropiate offerings -> time saving
o Aggregate
Disadvantages
o Creates needs and wants we didnt had before


The Marketing Mix (the 4Ps)

EXAMPLE SUPERMARKT
Alebrt Heijn Aldi
Price
Promotion
Place (location)
Place in ST
Product
High
High quality
Center
Nice Display
High quality
Low
Low
Suburbs
Warehouse
Low quality

The 4Ps are linked with each other and determine our `shopping experience.


The Marketing Periods

1. Production period (1890 - 1920) -> demand > supply, just production, no
need for promotion
2. Sales period (1920 - 1950) -> personal selling
3. Marketing period (1950 - 1980) -> focus on customer needs
4. Societal marketing period (1980 - today) -> social and ethical concerns of
marketing

Influences on Marketing

Economic influence
Physiological influence
Sociological influence
Anthropological influence





=> BREAK 9:23-9:36


SESSION 4 12th of SEPTEMBER




Pre-discussion Task 7

Read the task 2min
No unclear terms
Problem: Red Bull wants to launch a new product
Brainstorm: new product, flavor, market penetration, marketing plan, growth
strategy, SWOT.

Learning goals:

Other growth-strategies frameworks?
What does market penetration mean?
What is SWOT, when to use it?
What is a marketing plan?
Growth strategies linked to Red Bull.
(Brainstorm about Red Bulls marketing strategies)

Pre-discussion Task 8

Read the task 2 min
No unclear terms
Problem: XXL for woman, criticism
Brainstorm: A&F exclusive -> not anymore, targeting, business image, competitors,
discrimination <-> segmentation, target group, young, cool, sexy, research,
criticism, positioning, sub-brand

Learning goals:

Role-play
Whats segmentation, targeting and positioning?(not just a definition)
Strategies?
Consequences of a business image.
Different targeting approach? Advantages and disadvantages.


Required literature Chapter 5;6