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
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Dedy. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.87. You're not tied to anything after your purchase.