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Samenvatting hoofdstuk 1 t/m 15 - Grondslagen van de marketing

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Een overzichtelijke Nederlandse samenvatting van het gehele boek Grondslagen van de Marketing (7855) hoofdstukken 1 t/m 15.

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  • September 11, 2021
  • 71
  • 2020/2021
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1  review

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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.

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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

1.3 Niveaus van marketingsystemen ......................................................................................................................................... 12
1.3.1 Macromarketing ............................................................................................................................................................... 12
1.3.2 Mesomarketing ................................................................................................................................................................. 12
1.3.3 Micromarketing ................................................................................................................................................................. 12

1.4 Ontwikkeling van de marketinggedachte ............................................................................................................................ 12
1.4.1 Productie- en productgerichte bedrijven .......................................................................................................................... 12
1.4.2 Verkoopgerichte bedrijven ............................................................................................................................................... 13
1.4.3 Marketinggerichte bedrijven ............................................................................................................................................. 13
1.4.4 Relatiemarketing .............................................................................................................................................................. 13

1.5 Het marketingconcept ........................................................................................................................................................... 13
1.5.1 Tevreden klant ................................................................................................................................................................. 13
1.5.2 Geïntegreerde aanpak ..................................................................................................................................................... 13
1.5.3 Breed omschreven werkterrein ........................................................................................................................................ 13
1.5.4 Concurrentieanalyse ........................................................................................................................................................ 13
1.5.5 Marktonderzoek en doelgroepkeuze ................................................................................................................................ 14
1.5.6 Winstbijdrage ................................................................................................................................................................... 14

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

2.3 SWOT-analyse........................................................................................................................................................................ 17
2.3.1 Interne analyse ................................................................................................................................................................. 17
2.3.2 Externe analyse ............................................................................................................................................................... 17
2.3.3 Situatieanalyse ................................................................................................................................................................. 17
2.3.4 Confrontatiematrix ............................................................................................................................................................ 17

2.4 Marketingdoelstelling formuleren ........................................................................................................................................ 17
2.4.1 Eisen aan doelstellingen .................................................................................................................................................. 17
2.4.2 Hiërarchie van doelstellingen ........................................................................................................................................... 17

2.5 Marketingstrategieën ontwikkelen ....................................................................................................................................... 17
2.5.1 BCG-portfolioanalyse ....................................................................................................................................................... 17
2.5.2 Porters concurrentiestrategieën ....................................................................................................................................... 18
2.5.3 Ansoff-model .................................................................................................................................................................... 18

2.6 Marketingorganisatie............................................................................................................................................................. 18
2.6.1 Organisatiestructuur ......................................................................................................................................................... 18
2.6.2 De marketingafdeling ....................................................................................................................................................... 18

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

2.8 Uitvoering, controle en bijsturing ........................................................................................................................................ 20
2.8.1 Implementatie ................................................................................................................................................................... 20
2.8.2 Marketingcontrole en evaluatie ........................................................................................................................................ 20
2.8.3 Operationele marketingcontrole ....................................................................................................................................... 20
2.8.4 Strategische marketingcontrole ........................................................................................................................................ 20
2.8.5 Geïntegreerde marketing ................................................................................................................................................. 21

3.1 De marketingomgeving ......................................................................................................................................................... 22
3.1.1 Interne omgeving ............................................................................................................................................................. 22
3.1.2 Externe omgeving ................................................................................................................................................... 22
3.1.3 Trends en marketinguitdagingen ...................................................................................................................................... 22

3.2 Meso-omgeving ..................................................................................................................................................................... 22
3.2.1 Bedrijfskolom .................................................................................................................................................................... 22
3.2.2 Klanten ............................................................................................................................................................................. 22
3.2.3 Toeleveranciers ................................................................................................................................................................ 23
3.2.4 Intermediairs .................................................................................................................................................................... 23
3.2.5 Concurrenten ................................................................................................................................................................... 23
3.2.6 Publieksgroepen .............................................................................................................................................................. 23

3.3 Macro-omgeving .................................................................................................................................................................... 23
3.3.1 Demografische factoren ................................................................................................................................................... 23
3.3.2 Economische factoren ...................................................................................................................................................... 23
3.3.3 Politiek-juridische factoren ............................................................................................................................................... 23




2

, 3.3.4 Milieufactoren ................................................................................................................................................................... 23
3.3.5 Technologische factoren .................................................................................................................................................. 24
3.3.6 Sociaal-culturele factoren ................................................................................................................................................. 24

3.4 Marketingethiek en sociale verantwoordelijkheid .............................................................................................................. 24
3.4.1 Wetgeving versus ethiek .................................................................................................................................................. 24
3.4.2 Ethiek en marketing ......................................................................................................................................................... 24
3.4.3 Inzicht in ethisch gedrag .................................................................................................................................................. 24
3.4.4 Maatschappelijke verantwoordelijkheid ............................................................................................................................ 24

4.1 Het koopbeslissingsproces .................................................................................................................................................. 25
4.1.1 Probleemherkenning ........................................................................................................................................................ 25
4.1.2 Informatie zoeken ............................................................................................................................................................. 25
4.1.3 Evalueren van alternatieven ............................................................................................................................................. 25
4.1.4 Aankoopbeslissing ........................................................................................................................................................... 25
4.1.5 Evaluatie na de koop ........................................................................................................................................................ 25

4.2 Vormen van oriëntatie- en koopgedrag ............................................................................................................................... 25
4.2.1 Uitgebreide besluitvorming ............................................................................................................................................... 25
4.2.2 Beperkte besluitvorming ................................................................................................................................................... 25
4.2.3 Routinekoopgedrag .......................................................................................................................................................... 26

4.3 Invloed van persoonlijke omstandigheden ......................................................................................................................... 26
4.3.1 Demografische kenmerken .............................................................................................................................................. 26
4.3.2 Lifestyle ............................................................................................................................................................................ 26
4.3.3 Situationele invloeden ...................................................................................................................................................... 26

4.4 Psychologische invloeden op consumentenbeslissingen ................................................................................................ 26
4.4.1 Behoeften en motieven .................................................................................................................................................... 26
4.4.2 Perceptie .......................................................................................................................................................................... 26
4.4.3 Leerprocessen ................................................................................................................................................................. 27
4.4.4 Persoonlijkheid ................................................................................................................................................................. 27
4.4.5 Attitudes ........................................................................................................................................................................... 27

4.5 Sociale invloeden op het consumentengedrag .................................................................................................................. 27
4.5.1 Cultuur .............................................................................................................................................................................. 27
4.5.2 Sociale klasse .................................................................................................................................................................. 27
4.5.3 Referentiegroepen ........................................................................................................................................................... 27
4.5.4 Gezinsinvloeden ............................................................................................................................................................... 28

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

6.3 Segmentatiecriteria ............................................................................................................................................................... 36
6.3.1 Demografische segmentatie ............................................................................................................................................ 36
6.3.2 Geografische segmentatie ............................................................................................................................................... 36
6.3.3 Psychografische segmentatie .......................................................................................................................................... 36
6.3.4 Gedragssegmentatie ........................................................................................................................................................ 36

6.4 Marktbewerkingsstrategieën ................................................................................................................................................ 36
6.4.1 Segmentatiestrategieën ................................................................................................................................................... 36
6.4.2 Doelgroepbepaling ........................................................................................................................................................... 36

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




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