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Samenvatting Active Learning Marketing (Edumundo)
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Samenvatting van alle 15 hoofdstukken Marketing Active Learning van de Edumundo!
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Marketing Active LearningInhoudsopgave
1 Introductie: Wat is marketing?............................................................................................................4
1.1 | Motivator...................................................................................................................................4
1.2 | Introductie.................................................................................................................................4
1.3 | Wat is marketing?......................................................................................................................4
1.4 | Het marketingproces..................................................................................................................6
2 Consumentengedrag...........................................................................................................................7
2.1 | Motivator...................................................................................................................................7
2.2 | Inleiding: behoeften en verlangens............................................................................................7
2.3 | Klantrollen..................................................................................................................................8
2.4 | Het koopproces..........................................................................................................................8
2.5 | Vormen van koopgedrag............................................................................................................9
3 Invloeden op het keuzegedrag..........................................................................................................10
3.1 | Psychologische factoren...........................................................................................................10
3.2 | Persoonlijke factoren...............................................................................................................12
3.3 | Sociale en culturele factoren...................................................................................................12
4 Levensstijlmarketing..........................................................................................................................13
4.1 | Levensstijlmarketing................................................................................................................13
4.2 | Levensstijlsegmentatietypologieën..........................................................................................14
4.3 | Geografie en subculturen.........................................................................................................15
4.4 | De nieuwe euroconsumenten..................................................................................................15
5 Omgeving...........................................................................................................................................16
5.1 | Motivator.................................................................................................................................16
5.2 | Micro-omgeving.......................................................................................................................16
5.3 | Meso-omgeving.......................................................................................................................17
5.4 | Macro-omgeving: trendanalyse...............................................................................................18
6 Marktvormen.....................................................................................................................................19
6.1 | Markten en marktvormen........................................................................................................19
6.2 | Marktanalyse...........................................................................................................................20
6.3 | Marktvraag...............................................................................................................................20
6.4 | Marktpotentieel.......................................................................................................................21
7 Strategie............................................................................................................................................21
7.1 | Strategie: een plan voor succes?..............................................................................................21
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, 7.2 | Missie, visie en doelstellingen..................................................................................................23
7.3 | Het Marketingplan...................................................................................................................23
8 Marketingstrategie: segmentatie, doelgroep keuze en positionering...............................................23
8.1 | Inleiding...................................................................................................................................23
8.2 | Segmenteren............................................................................................................................24
8.3 | Doelgroepkeuze.......................................................................................................................25
8.4 | Positioneren.............................................................................................................................25
8.5 | Differentiatievoordelen............................................................................................................26
9 Product..............................................................................................................................................28
9.2 | Inleiding...................................................................................................................................28
9.3 | Het kernproduct.......................................................................................................................28
9.4 | Het werkelijke product.............................................................................................................28
9.5 | Het uitgebreide product...........................................................................................................29
9.6 | Productcategorieën.................................................................................................................30
9.7 | Merken.....................................................................................................................................31
10 Productontwikkeling........................................................................................................................32
10.2 | Inleiding.................................................................................................................................32
10.3 | Productlevenscyclus...............................................................................................................33
10.4 | Marketingstrategieën per productfase..................................................................................34
10.5 | Andere levenscycli.................................................................................................................34
10.6 | Het proces van productontwikkeling (maar ff doorlezen!)....................................................34
10.8 | Co-creatie en mass collaboration (ook maar ff doorlezen)....................................................36
11 Plaats...............................................................................................................................................37
11.2 | Inleiding.................................................................................................................................37
11.3 | Verschillende lengten van een bedrijfskolom........................................................................37
11.4 | Een distributiekanaal kiezen..................................................................................................38
11.5 | E-business & webshops..........................................................................................................39
12 Online marketing.............................................................................................................................39
12.1 | Inleiding.................................................................................................................................39
12.2 | De online marketingfunnel (ff doorlezen)..............................................................................39
13 Diensten..........................................................................................................................................40
13.2 | Diensten.................................................................................................................................40
13.3 | De 5 facetten van dienstverlening..........................................................................................41
13.4 | Dienstenkwaliteit...................................................................................................................42
13.5 | De drie P’s van diensten.........................................................................................................44
13.6 | ‘Uncommon service’..............................................................................................................44
2
,14 Prijs..................................................................................................................................................45
14.2 | Inleiding.................................................................................................................................45
14.3| Het bepalen van de juiste prijs................................................................................................45
14.4 | Aanpassen van prijzen...........................................................................................................46
14.5 Prijzen optimaliseren................................................................................................................47
15 Promotie..........................................................................................................................................47
15.2 | Inleiding.................................................................................................................................47
15.3 | Theoretische achtergronden..................................................................................................47
15.4 | Marketingcommunicatie-instrumenten.................................................................................48
15.5 | Marketingcommunicatiemedia..............................................................................................48
3
, 1 Introductie: Wat is marketing?
1.1 | Motivator
Marketeers kijken op welke wijze organisaties in staat zijn om doelen te verwezenlijken. Hierbij
houden ze rekening met de markt waarin ze opereren, de concurrenten en de wensen/verlangens
van de klanten.
Taken marketeers:
ze verschaffen marketingkennis en klantinzicht (customer insight);
ze geven richting aan de marketingstrategieën van de onderneming;
ze ontwikkelen de zogeheten klantpropositie
ze managen en voeren de marketingcommunicatie uit;
ze ontwikkelen en gebruiken marketing- en marktinformatie;
ze voeren marketingprogramma’s uit;
ze stellen marketingplannen op.
Marketing denkt na over:
- het product
- prijszetting
- hoe het product in de markt zetten
- welke communicatie daarbij te gebruiken
- hoe te zorgen dat het product bij de klant terechtkomt.
1.2 | Introductie
1.3 | Wat is marketing?
Ik kocht het omdat ik het nodig had.
Ik kocht het omdat ik het zag/kon vinden.
Ik kocht het omdat ik het kon betalen.
Ik kocht het omdat ik ervan wist.
Het gaat erom dat een bedrijf het antwoord formuleert op 4 vragen:
Kernvragen 4 p’s 4 c’s
Wat heeft een klant nodig? Product Customer (klant)
Hoe komt een klant eraan? Plaats Convience (gemak)
Hoeveel is de klant waard? Prijs Cost (kosten
Hoe weet de klant dat wij de behoefte kunnen vervullen? Promotie Communication
(communicatie)
4
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