Examensamenvatting - Claeys C. - Social Profit Marketing
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Course
Social Profit Marketing
Institution
Hogeschool Gent (HoGent)
In dit vak worden de aspecten behandeld die in de lessen ook van toepassing waren.
Zo kan dit document perfect gebruikt worden als leidraad om je voor te bereiden op het examen.
Social Profit Marketing ................................................................................................................................... 3
Les 1 ............................................................................................................................................................... 3
Wat is sociale marketing? .................................................................................................................................. 3
Definitie ........................................................................................................................................................ 3
Sociale marketing ......................................................................................................................................... 3
Sociale marketing is verschillend van: ................................................................................................................ 4
Uitgangspunten ................................................................................................................................................. 5
Les 2 ............................................................................................................................................................... 6
De kernprincipes van sociale marketing............................................................................................................. 6
Kernprincipe 1: Meetbare duurzame gedragsveranderingen ..................................................................... 6
Kernprincipe 2: Vanuit het bestaande probleemgedrag ............................................................................. 8
Kernprincipe 3: Test, evalueer en beslis a.d.h.v. onderzoek ....................................................................... 8
Kernprincipe 4: Denk in termen van concurrerend gedrag ......................................................................... 8
Kernprincipe 5: Populatie indelen in segmenten + aangepaste marketingmix .......................................... 9
Kernprincipe 6: Gedragsveranderingen opzetten vanuit de 4 P’s PER doelgroep ...................................... 9
Kernprincipe 7: Redeneer vanuit efficiëntiecriteria .................................................................................. 10
Les 3 ............................................................................................................................................................. 11
De ISO 26000 .................................................................................................................................................... 11
Sustatool .......................................................................................................................................................... 11
Wat is Maatschappelijk Verantwoord Ondernemen (MVO)? .......................................................................... 11
17 Sustainable Development Goals (SDGs) ...................................................................................................... 12
Verantwoord ondernemen en winst................................................................................................................. 12
Corporate Governance/Deugdelijk bestuur...................................................................................................... 13
Beïnvloeders van gedragsveranderingen ......................................................................................................... 13
Wij gaan ons focussen op de volgende 3: .................................................................................................. 13
Wanneer, in welke combinatie en welke mate zijn ze aanwezig?.................................................................... 14
Wanneer wat toepassen?........................................................................................................................... 14
Wanneer?.................................................................................................................................................... 14
Technologie ...................................................................................................................................................... 16
Media ............................................................................................................................................................... 16
Politieke partijen, ngo’s, pressiegroepen ......................................................................................................... 16
Voorbeelden van gedragsveranderingen ......................................................................................................... 16
Vergelijking CM, SM en DO - Examen .............................................................................................................. 17
Sociale Marketing Planningsproces ................................................................................................................. 19
Het planningsproces verloopt via 5 cruciale vragen .................................................................................. 19
Fase 1: De analyse (waar staan we met het huidig gedrag?) .................................................................... 20
Fase 2: De strategiebepaling (waar willen we naartoe?) .......................................................................... 20
Fase 3: Invulling van de marketingmix (hoe willen we daar geraken?) .................................................... 20
Fase 4: Uitvoering (hoe voeren we de plannen uit?)................................................................................. 21
Fase 5: Evaluatie (Gaan we de juiste richting uit?) .................................................................................... 21
, Les 5 ............................................................................................................................................................. 22
Omgevingsanalyse ........................................................................................................................................... 22
Les 6 ............................................................................................................................................................. 25
Analyse van de populatie ................................................................................................................................. 25
Stappenplan segmentering ........................................................................................................................ 25
Info vergaring.............................................................................................................................................. 25
De populatie ..................................................................................................................................................... 26
Innovators – 2,5% ....................................................................................................................................... 26
Early Adopters – 13,5% ............................................................................................................................... 26
Early Majority - 34% ................................................................................................................................... 26
Late Majority – 34% en Laggards – 16% ..................................................................................................... 26
Fasen van gedragsverandering - Prochaska en DiClemente ............................................................................ 27
Fase van precontemplatie .......................................................................................................................... 28
Fase van contemplatie................................................................................................................................ 28
Voorbereidingsfase..................................................................................................................................... 28
Actiefase ..................................................................................................................................................... 28
Bevestigingsfase ......................................................................................................................................... 28
Hervalfase ................................................................................................................................................... 28
Kies een segmentatiestrategie – Examen ........................................................................................................ 29
Keuze van (de primaire) doelgroep .................................................................................................................. 30
Redeneer vanuit de 4P’s ................................................................................................................................... 31
De drie dimensies van een sociaal product – Examen ...................................................................................... 31
Les 7 ............................................................................................................................................................. 33
Analyse van de omgeving en de populatie: Vragen ......................................................................................... 33
Waarom is het nodig om de micro en macro omgeving te bestuderen in functie van het
marketingplanningssproces?...................................................................................................................... 33
Les 7 ............................................................................................................................................................. 40
Promotie........................................................................................................................................................... 40
Communicatie werkt, niet? ........................................................................................................................ 40
Communicatie werkt alleen als: ................................................................................................................. 40
Hoe zeggen we het?.................................................................................................................................... 40
Informeren of sensibiliseren? .................................................................................................................... 41
Voorbeeld van aandacht trekken ............................................................................................................... 41
Besluit ......................................................................................................................................................... 41
Proberen te meten ........................................................................................................................................... 42
Wat is een noodzakelijke voorwaarde opdat men zou kunnen meten? – EXAMEN ................................ 42
Wat komt voor meting in aanmerking? ..................................................................................................... 42
o Veranderingen in de output .................................................................................................................... 42
Veranderingen in het proces zelf ...................................................................................................................... 43
Meten ............................................................................................................................................................... 43
Hoe meten we? ........................................................................................................................................... 43
Bij wie meten we? ...................................................................................................................................... 43
Wat maakt meten zo moeilijk? – EXAMEN ................................................................................................ 44
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