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College aantekeningen Marketing Fundament
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- Institution
Aantekeningen van de kennisclips over de volgende onderwerpen - Strategiefase - BCG model - MABA analyse - STP model - 4 p's (product, prijs, promotie en plaats)
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2021Kennisclips blok 1
LEERJAAR 1 - 2021
IREM BAKAC
,Inhoudsopgave
Inhoudsopgave.............................................................................................................................................. 1
Kennisclips week 2......................................................................................................................................... 2
Praktische informatie...........................................................................................................................................2
Het begrip marketing.......................................................................................................................................2
Kennisclips week 3......................................................................................................................................... 3
Hoe bepaal je het standpunt voor analyse?.........................................................................................................3
3 niveaus in een organisatie............................................................................................................................3
Micro, Meso en Macro-omgevingsniveau.......................................................................................................3
Kennisclips week 3......................................................................................................................................... 5
Strategiefase........................................................................................................................................................5
BCG model – matrix – binnen eigen bedrijf.....................................................................................................5
MABA-analyse..................................................................................................................................................6
...................................................................................................................................................................... 6
Kennisclips week 5......................................................................................................................................... 6
Klantgerichte marketingstrategie........................................................................................................................6
Het STP-model................................................................................................................................................6
Segmentatie.....................................................................................................................................................7
Targeting..........................................................................................................................................................8
Positioneren....................................................................................................................................................8
Kennisclips week 6......................................................................................................................................... 9
“P van product”....................................................................................................................................................9
Merkbeleid:....................................................................................................................................................10
“P van Prijs”........................................................................................................................................................11
“P van plaats”.....................................................................................................................................................12
Distributiekanalen..........................................................................................................................................12
“P van” plaats”..................................................................................................................................................12
“P van promotie”...............................................................................................................................................12
Promotie strategieën:....................................................................................................................................12
1
, Kennisclips week 2
Praktische informatie
Pfase
- Marketing fundament
- Consumentenpsychologie
- Productontwikkeling en waarde creatie
Het begrip marketing
Marketing is het proces waarmee bedrijven waarde creëren voor de klant en
sterke klantrelaties opbouwen om in ruil daarvoor waarde van de klant te krijgen.
Waarde creëren
- Welke diensten kon je nog meer verlenen?
- VB: product makkelijk maken
- Toegevoegde waarde
- Buiten de dienst/product denken
- Mensen willen geassocieerd
- Worden met het merk
Negatieve marketing willen meer van de klant, dan waarde toevoegen.
Waarde van de klant krijgen *weegschaal* Waarde creëren
Het marketing (planning) proces
Het marketingproces – Kotler
Analyse
- Visie en misie
- Micro, Meso, en macro omgeving
- Koopgedrag van consumenten en organisaties
- Portfolio- en SWOT-analyse
Strategie
- Marktgerichte strategie: Marktexpansie en positie
- Klantgerichte strategie: segmentatie, doelgroep, differentiatie en
positionering
- Klantwaarde
Tactiek
- De 4 p’s
- Producten, diensten en merken
- Prijsbeleid
- Plaats: distributie
- Promotie: POEM-model
Implementatie en evaluatie
- Organisatie
- PCDA – cyclus
- Controle
- Verantwoording
2
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