7,3 behaald met deze samenvatting!!
In deze samenvatting is per hoofdstuk de belangrijke informatie gedeeld die word getoetst op het tentamen van Consumer Insights. In deze samenvatting worden er ook extra informatie gegeven over welke gegevens en informatie belangrijk is voor de toets (tips we...
Samenvatting Consumer Insights
Boek: Grondslagen van de marketing – 978-90-01-853174
Tentamenstof:
4 t/m 4.5 koopgedrag, 6 marktsegmentatie + positionering, 9 t/m 9.2
marketingcommunicatiestrategieën, extra aangereikte stof en colleges en
huiswerkopdrachten.
Toets: 90 minuten schriftelijke toets met open vragen in lesweek 5.
Leerdoelen en eventuele toets-vragen
Week 1: marktsegmentatie
Kan de grootte van diverse markten bepalen
Heeft inzicht in het belang van marktsegmentatie en is bekend met de
segmentatiecriteria.
Week 2: Positionering
Kan uitleggen wat positionering is
Onderkent de noodzaak van een goed doordachte segmentatie– en
positioneringsstrategie.
Week 3: Koopgedrag
Weet alle informatie over het koopgedrag en kan bepaalde consumenten gedrag
herkennen in een casus.
Week 4: Kennis toetsen
1
, Inhoudsopgave
Samenvatting Consumer Insights................................................................................................................... 1
Leerdoelen en eventuele toets-vragen.................................................................................................................1
1. Week 1...................................................................................................................................................... 3
1.1 Wat is een markt?...........................................................................................................................................3
1.2 Het marktpotentieel.......................................................................................................................................3
1.3 De marktsegmentatie.....................................................................................................................................4
1.3.1 SDP- model..............................................................................................................................................4
1.3.2 Markt segmenteren van organisaties.....................................................................................................4
1.3.3 Effectieve marktsegmentatie..................................................................................................................5
1.3.4 Doelgroep bepaling.................................................................................................................................6
1.4 De drie marktbewerkings- strategieën...........................................................................................................6
1.4.1 Ongedifferentieerde marketing..............................................................................................................6
1.4.2 Geconcentreerde marketing...................................................................................................................6
1.4.3 Gedifferentieerde marketing..................................................................................................................6
2. Week 2...................................................................................................................................................... 7
2.1 Positionering...................................................................................................................................................7
2.1.1 De kunst van het positioneren...............................................................................................................7
2.1.1 Positionerings-matrix..............................................................................................................................8
2.1.2 Positioneringsstrategie Birkigt en stadler..............................................................................................9
2.2 Herpositionering.............................................................................................................................................9
2.2.1 Redenen herpositionering....................................................................................................................10
3. Week 3.................................................................................................................................................... 11
3.1 Consumentengedrag....................................................................................................................................11
3.1.1 Persoonlijke invloeden.........................................................................................................................11
3.1.2 Sociale invloeden..................................................................................................................................11
3.1.3 Psychologische invloeden.....................................................................................................................11
3.2 Het koopbeslissingsproces............................................................................................................................11
3.2.1 Soorten koopgedrag.............................................................................................................................12
3.3 De Customer Journey....................................................................................................................................12
3.3.1 Opbrengst.............................................................................................................................................13
3.4 Het koopbeslissingsproces vs. De Customer Journey...................................................................................13
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