ekstra Flashcards
Market oriented view
Focus on the market - are there any new needs
Ressourcebased view
How do we make new solution to needs we already know?
Marketdriven
watching/following the market
Marketdriving
internal focus/new solutions
Types of needs
- Stated needs (the customer wants an inexpensive car)
- Real needs (the customer wants a car whose operating cost, not initial price, is low)
- Unstated needs (the customer expect good service from the dealer)
- Delight needs (the customer would like an on-board GPS navigation system)
- Secret needs (the customer wants friends to see them as a savvy customer)
The seven o´s
- Occupants (who do we sell to)
- Objects (You don’t just buy i.e. soap - you buy a certain type of soap )
- Organisation (who influences the buying?)
- Operations (you no longer use cash but mobile pay)
- Occasions (are the goods seasonal?)
- Outlet (online, flee market?)
- Objectives (the reason why we buy the certain thing)
The SOR Model
Stimuli ->reaction -> decision
Behaviouristic perspective
The consumer is a black box responding to marketing stimuli
B2B
The business market consists of all the organisations that acquire goods and services used in the production of other products or services that are sold, rented or supplied to others
Segmentation
Segmentation is about having a huge market that we can split into smaller parts based on customers needs
Inductive approach:
What is on the minds of the people we investigate - and create a theory hereby
Deductive approach:
We have a theory that we want to test on the population
Internal analysis:
Consist of finding out how a given company create value for a given customer
ROI
Turn on investment
Core competences
Core competences concern those resources that are fundamental to the company’s strategic position
