Marketing Management

Summary chapter 1
In this chapter the major developments in marketing have been discussed. Producers and retail trade are forced to position themselves clearly and to distinguish themselves clearlyfrom competitors. Consequently, marketing communication has become more important.
The possibilities to communicate are wide-ranging on account of the availability of many marketing communicationtools and media.
There is a development from transaction to relationship marketing. In this, the relationship with and the retention of customers are a central issue. Data concerning customers are keptin a database and are used to approach customers on a more personal basis.
Attention for brands has increased. The development and strengthening of brands have become more important. A strong brandis an exceedingly valuable possession for producers or retailers. The factors which influence the brand value are brand image among consumers, market leadership, packaging and especially supportthrough marketing communication. Consequently the brand policy and the choice of brand names are of crucial importance. The brand image is the image which consumers have of a brand. This has come intoexistence because of personal experience with the brand and/or through marketing communication.
A brand has various functions for companies: distinction, continuity, higher price, easier productintroduction and greater independence from the retail trade. For consumers a brand has the functions: distinction and recognition, convenience in buying and a psychological function (brand image). Productsand services among themselves show great differences. Consumer markets differ considerably from business-to-business markets, also in communication streams and types of communication. Various types ofgoods are distinguished: day-to-day consumer goods, preferential goods, shopping goods and special goods. Distribution of and communication concerning these goods differ considerably.
There are...