1 Flashcards
Waaruit bestaat customer acquisition
Marketing: Target market or customer segment
Sales: targeting one specific customer
Waarom zijn 4 p’s of 4 w’s uitgevonden
To design interaction with potential customers
Wat zijn de 5 a’s customer journey
Aware: customer who are exposed to the brand through advertisment
Appeal: Capture the customer interest
Ask: Customer wants more information
Act: Act upon the information
Advocate: Finally when they are satisfied they become an advocate
Wat is de marketing evolutie 1 tot 5
Marketing 1: product driven, intellectual appeal
Marketing 2: customer orientated (tackling customer needs), emotional appeal
Marketing 3: human centric, company values, spiritual appeal
Marketing 4: digitalisation, personal appeal
Marketing 5: tech empowered marketing, imitating human interaction
Waarom is het makkelijker geworden voor bedrijven om de effectiviteit te meten van hun campagne
It is easier to collect data or statistics or do tests to test effectiveness
Technology enables companies to provide evidence for the effectiveness
Wat zijn redenen waarom bedrijven niet in marketing 5 zitten
Lack of knowledge
ICT infrastructure not up to date
Lack of knowledgeable marketeers
Lack of ICT experts
Wat zijn requirements voor marketing met nieuwe technology
Experts and a lot of money
Wat is een value proposition
Value proposition is based upon a bundle of products and services that creates value for a customer segments
Wat betekent value in de value proposition
Sum of all the results and benefits perceived by the customer
Perception of customer is relevant
Welke verschillende levels heeft values
Actualisation: Increases insights hope or motivation
Emotional: Provides wellbeing or increases fun
Functional: Reduce of costs or increase in health
Wat zijn dimensies van een succesvolle value proposition
Welke verschillende methodes zijn er om een value proposition te developen
Starting in the problem space (6 steps)
Starting in the solution space (5 steps)
Starting by indetifying an underserved market (5 steps)
Starting by indetifying a clunky business model (5 steps) find a busines model people don’t like
Wat is het verschil tussen een user, customer en benficiary
User: the people who use the product or service
Customer: person or company that pay for the product or service
Beneficiary: people who benefit from the product or service
Hoe kunnen values op 3 verschillende manieren worden toegepast op een bedrijf
1: Customers can attribute values to a company
2: Customers expect values to be aligned with the products
3: Customers expect the values to be embodied by the leaders
What is ESG washing
Environmental Society or Govermental washing
Hoe linken corporate values, product values en messages met elkaar
Corporate values need to be included in th product and service values and those need to be shared in the messages everything needs to be aligned
Corporate values: customer orientated, quality orientated
Product value: benefits, problems solved
