In dit document zijn alle lessen besproken van prof. Wim Laggae aangevuld met inhoud van het boek 'Principes Van Marketing' versie 7. Daarnaast zijn de gastcolleges UITGEBREID samengevat, dit staat op 50% van de punten. Op het einde heb ik nog belangrijke tips opgesomd . het examen.
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KU Leuven Schakelprogramma Handelswetenschappen 2020-2021
,Inhoudsopgave
Hoofdstuk 1: inleiding tot het marketingproces.....................................................................................5
Marketingproces:...............................................................................................................................5
Analyse...........................................................................................................................................5
Een marketingstrategie formuleren................................................................................................7
Marketing implementeren en evalueren........................................................................................8
Veranderende marketinglandschap: verschillende concepten in marktgerichtheid......................8
Hoofdstuk 2: de economische omgeving................................................................................................9
Hoofdstuk 3: Marktonderzoek..............................................................................................................10
De marktvraag bepalen....................................................................................................................13
Specifieke toepassingen van marktonderzoek.................................................................................14
Hoofdstuk 4: consumentengedrag.......................................................................................................14
Factoren die consumentengedrag beïnvloeden: Marketing heeft geen invloed op deze factoren
maar moet er wel rekening mee houden.........................................................................................15
Besluitvormingsproces consument: koopgedrag hangt af van type product....................................17
Hoofdstuk 5: B2B marketing.................................................................................................................20
Gastcollege Roland Geerts B2B............................................................................................................24
Deel I................................................................................................................................................24
Som 5 business markets strategy goals op:..................................................................................24
Som 5 componenten op van een goede B2B strategie:................................................................24
Wat is key bij B2B? Waarin verschilt dit met B2C?.......................................................................24
Som alle belangrijke key points bij B2B (verschillen met B2C):.....................................................24
Waar botsen B2B marketeers vooral tegenaan?..........................................................................24
Verschil Customer Journey en Sales Funnel Mapping..................................................................25
Klassieke buyer’s journey: activation............................................................................................26
De rol van websites nu.................................................................................................................26
Naar welke info zijn B2B kopers op zoek?....................................................................................27
Welke 5 tools kun je best inzetten bij “het identificeren en definiëren van de needs”?..............27
Welke 5 tools kun je best inzetten bij “het identificeren potentiële leveranciers”?.....................27
Welke 5 tools kun je best inzetten bij “de finale leveranciers selectie”?......................................27
Belangrijke conclusies hieruit?.....................................................................................................27
B2B Buyers persona’s...................................................................................................................28
Implicatie: verschillen in koopgedrag...........................................................................................28
Implicatie: timing on the shift.......................................................................................................29
Implicatie: 80% van de B2B sales interacties gaat via digitale kanalen tegen 2025......................29
1
, Hoe ga je om met deze trends/implicaties?.................................................................................29
De oude marketing funnel............................................................................................................30
De evolutie van search..................................................................................................................30
Buyers journey..............................................................................................................................30
Inbound marketing.......................................................................................................................30
Combineer buyers journey met sales funnel van inbound marketing..........................................31
Belangrijke begrippen (examen 2021)..........................................................................................31
Deel II...............................................................................................................................................33
Waar ligt de focus bij B2B? En B2C?.............................................................................................33
Waar lag vroeger de focus omtrent lead generation? En waar focussen wij vandaag vooral op? 33
Uitdagingen voor B2B generation?...............................................................................................33
Waarom is inbound en outbound belangrijk in B2B?...................................................................33
Wat is inbound lead generation?..................................................................................................33
Wat is outbound lead generation?...............................................................................................33
Conclusies.....................................................................................................................................33
Cases.............................................................................................................................................34
Wat is het verschil tussen micro en macro conversie?.................................................................34
Types mobile marketing:..............................................................................................................35
Cross channel mobile marketing strategie....................................................................................35
Wie is je doelgroep?.....................................................................................................................35
Stel de juiste doelen.....................................................................................................................35
Ontwikkel KPI’s.............................................................................................................................35
Cross Channel marketing strategie...............................................................................................35
DEEL III..............................................................................................................................................36
Responsive design........................................................................................................................36
Ontwikkel een mobile app strategy..............................................................................................36
Type apps was een examenvraag geweest!.................................................................................37
Types prijsstrategieën...................................................................................................................37
App Engagement Flow:.................................................................................................................37
Optimizing App Store Presence (searches)...................................................................................37
Mobile Metrics en ROI..................................................................................................................38
Mobiele app-formaten voor weergave.........................................................................................39
Belangrijke Mobile Advertising trends 2020.................................................................................39
Belangrijke Mobile Trends 2021...................................................................................................42
Mobile marketing is......................................................................................................................42
Hoofdstuk 8 klantgerichte marketing...................................................................................................43
2
, Marktsegmentatie voor consumentenmarkten................................................................................43
Segmentatie voor B2B-markten.......................................................................................................44
Segmentatie van internationale markten.........................................................................................44
Keuze van de doelgroep...................................................................................................................45
Differentiatie en positionering..........................................................................................................46
Hoofdstuk 9: product-, dienst-, en merkbeleid.....................................................................................49
Product.............................................................................................................................................49
Product -en dienstbeslissingen.........................................................................................................50
Productgroep beslissingen............................................................................................................50
Beslissingen over het assortiment................................................................................................51
Diensten...........................................................................................................................................51
Marketing van diensten....................................................................................................................51
Merkbeleid: sterke merken opbouwen............................................................................................53
Hoofdstuk 10: productontwikkeling en PLC..........................................................................................55
Ontwikkeling nieuwe producten...................................................................................................55
Het proces van de ontwikkeling van nieuwe producten...............................................................55
Het management van nieuwe productontwikkeling.....................................................................57
Productlevenscyclusbeleid...........................................................................................................57
H14: Geïntegreerde marketingcommunicatie......................................................................................60
Snel veranderend landschap marketingcommunicatie.................................................................60
Effectieve marketingcommunicatie..............................................................................................60
Communicatiemiddelen...............................................................................................................62
Promotiemix = reclame, sales promotion, pr en persoonlijke verkoop om doelstellingen te
bereiken........................................................................................................................................62
Promotiebudget samenstellen.....................................................................................................63
Direct marketing...........................................................................................................................64
Gastcollege Alexander Van Laer: CEO Poppy........................................................................................65
Hoofdstuk 11: Prijsbeleid......................................................................................................................66
Hoofdstuk 12: distributiebeleid............................................................................................................70
Hoofdstuk 13: Detailhandel en groothandel........................................................................................74
Aanvulling hoofdstuk 14: sponsoring...................................................................................................77
Warming up: SPONSORSCIENCEFICTION..........................................................................................77
EXPERIENCE MARKETING: REDBULLISERING VAN SPORTSPONSORING........................................77
De sponsor ‘match’.......................................................................................................................77
Globalisering & professionalisering..............................................................................................78
Kost exposure reclame/sponsoring?............................................................................................78
3
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