overzichtelijke nederlandse samenvatting van het gehele boek grondslagen van de marketing 9789001817855 hoofdstukken 1 tm 15
Connected book
Book Title:
Author(s):
Edition:
ISBN:
Edition:
Written for
Haagse Hogeschool (HHS)
Ondernemerschap & Retail Management
Marketing (MKT)
All documents for this subject (16)
1
review
By: jasdam • 2 year ago
Translated by Google
Substantive sentence structure causes noise.
Furthermore, it is broadly ok and provides guidance on what to study in the book.
Seller
Follow
nashla
Reviews received
Content preview
Grondslagen van de marketing – gehele boek
Inhoudsopgave
1.1 De betekenis van marketing .......................................................................................................................................... 11
1.1.1 Verschil tussen verkoop en marketing ............................................................................................................................. 11
1.1.2 Definitie van marketing ..................................................................................................................................................... 11
1.1.3 De marketingmix .............................................................................................................................................................. 11
1.1.4 Doelgroepkeuze en het ruilproces ................................................................................................................................... 11
1.2 Commerciële economie of marketing?................................................................................................................................ 11
1.2.1 Plaatsbepaling .................................................................................................................................................................. 12
1.2.2 Bijdragen van andere wetenschappen ............................................................................................................................. 12
1.6 Taak van marketing in een bedrijf ........................................................................................................................................ 14
1.6.1 Marketings eerste taak ..................................................................................................................................................... 14
1.6.2 Marketings tweede taak ................................................................................................................................................... 14
1.6.3 De drie R’s ....................................................................................................................................................................... 14
1.6.4 Waarde van de klandizie .................................................................................................................................................. 14
1.7 Marketingtoepassingen en vooruitblik ................................................................................................................................ 15
1.7.1 Toepassingsgebieden ...................................................................................................................................................... 15
1.7.2 Non-profitmarketing .......................................................................................................................................................... 15
1.7.3 Het belang van inzicht in marketing ................................................................................................................................. 15
1.7.4 Vooruitblik op de inhoud ................................................................................................................................................... 15
2.1 Marketingplanning ................................................................................................................................................................. 16
2.1.1 Strategische versus tactische planning ............................................................................................................................ 16
2.1.2 Bouwstenen voor succes ................................................................................................................................................. 16
2.1.3 Een marketingplanning en managementmodel................................................................................................................ 16
2.2 Terreinafbakening en missieomschrijving .......................................................................................................................... 16
1
, 2.2.1 Business definition ........................................................................................................................................................... 16
2.2.2 Ondernemingsmissie ....................................................................................................................................................... 16
2.7 Het marketingplan ................................................................................................................................................................. 19
2.7.1 Functies van het plan ....................................................................................................................................................... 19
2.7.2 Indeling van een marketingplan ....................................................................................................................................... 19
2.7.3 Accenten in het marketingplan ......................................................................................................................................... 19
4.6 Business-to-businessmarketing .......................................................................................................................................... 28
4.6.1 Verschillen met consumentenmarketing .......................................................................................................................... 28
4.6.2 Het koopgedrag van organisaties .................................................................................................................................... 28
4.6.3 Rollen in de inkoopgroep ................................................................................................................................................. 28
4.6.4 Typen koopsituaties ......................................................................................................................................................... 28
5.1 De rol van marktonderzoek................................................................................................................................................... 29
5.1.1 Wat is marktonderzoek? .................................................................................................................................................. 29
5.1.2 Doel van marktonderzoek ................................................................................................................................................ 29
5.2 Het marktonderzoekproces .................................................................................................................................................. 29
3
, 5.2.1 Probleemstelling en onderzoeksdoelstellingen ................................................................................................................ 29
5.2.2 Bepalen van de onderzoeksopzet .................................................................................................................................... 29
5.2.3 Verzamelen van secundaire gegevens ............................................................................................................................ 30
5.2.4 Verkennend onderzoek .................................................................................................................................................... 30
5.2.5 Uitwerken van de onderzoeksmethode ............................................................................................................................ 30
5.2.6 Primaire gegevens: de enquête ....................................................................................................................................... 30
5.2.7 Motivatieonderzoek .......................................................................................................................................................... 30
5.2.8 Observatie ........................................................................................................................................................................ 30
5.2.9 Experimenten ................................................................................................................................................................... 31
5.2.10 Analyse, interpretatie en verslaggeving ......................................................................................................................... 31
5.3 Marketinginformatiesysteem ................................................................................................................................................ 31
5.3.1 Bronnen van informatie .................................................................................................................................................... 31
5.3.2 Verwerking van de gegevens ........................................................................................................................................... 31
5.4 Testmarketing ........................................................................................................................................................................ 31
5.4.1 Selectie van testmarkten .................................................................................................................................................. 32
5.4.2 Principes van testmarketing ............................................................................................................................................. 32
5.4.3 Hoelang moet een product worden uitgetest? ................................................................................................................. 32
6.1 Definiëren van de markt ........................................................................................................................................................ 34
6.1.1 Wat is een markt? ............................................................................................................................................................ 34
6.1.2 De markt in kaart brengen ................................................................................................................................................ 34
6.1.3 Analyseren van het marktpotentieel ................................................................................................................................. 34
6.1.4 Vraag en marktbewerking ................................................................................................................................................ 34
6.2 Wat is marktsegmentatie? .................................................................................................................................................... 35
6.2.1 Opkomst van marktsegmentatie ...................................................................................................................................... 35
6.2.2 Redenen voor marktsegmentatie ..................................................................................................................................... 35
6.2.3 Voorwaarden van effectieve segmentatie ........................................................................................................................ 35
6.5 Positioneringsstrategieën..................................................................................................................................................... 37
6.5.1 De strijd om het brein ....................................................................................................................................................... 37
6.5.2 Positioneringsgrafiek ........................................................................................................................................................ 37
6.5.3 De kunst van het positioneren .......................................................................................................................................... 37
6.5.4 Herpositionering ............................................................................................................................................................... 37
7.1 Wat is een product? .............................................................................................................................................................. 38
7.1.1 Een pakket pluspunten ..................................................................................................................................................... 38
7.1.2 Productniveaus ................................................................................................................................................................ 38
7.1.3 Implicaties voor marketing ............................................................................................................................................... 38
4
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 nashla. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.77. You're not tied to anything after your purchase.