Samenvatting 'Inleiding tot Marketing en Strategie', 2de bachelor handelswetenschappen
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Course
Inleiding tot Marketing & Strategie
Institution
Universiteit Hasselt (UHasselt)
Book
Marketing, de essentie
In deze samenvatting wordt elk lesonderwerp grondig en uitgebreid besproken. De samenvatting is 77 pagina's lang. Hierin wordt alles vermeld wat in de les besproken is + de geziene theorie van het handboek. Aan de hand van deze samenvatting zou je zeker en vast moeten kunnen slagen!
Inhoudsopgave
INLEIDING MARKETING EN STRATEGIE ............................................................................................................4
HOOFDSTUK 1: MARKETING ............................................................................................................................4
1.1 WAT IS MARKETING? ..................................................................................................................................... 4
1.2 HET MARKETINGPROCES................................................................................................................................ 5
1.3 MARKETINGMANAGEMENTCONCEPTEN ....................................................................................................... 7
.......................................................................................................................................................................8
HOOFDSTUK 2: BEDRIJFS- EN MARKETINGSTRATEGIE......................................................................................9
2.1 STRATEGISCHE PLANNING VOOR HET HELE BEDRIJF: DE ROL VAN MARKETING .................................................... 9
2.2 DE MARKETING PLANNEN: SAMENWERKINGSVERBANDEN AANGAAN OM KLANTENRELATIES OP TE BOUWEN ................. 11
2.3 MARKETINGSTRATEGIE EN MARKETINGMIX ................................................................................................ 12
2.4 HET MANAGEMENT VAN DE MARKETINGINSPANNING ............................................................................... 12
HOOFDSTUK 12: MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN ........................................................... 13
12.2 MAATSCHAPPELIJKE BEDENKINGEN TEGEN MARKETING .......................................................................... 13
12.3 ACTIES VAN BURGERS EN DE OVERHEID OM MARKETING TE REGULEREN................................................. 13
12.4 MAATREGELEN IN HET BEDRIJFSLEVEN TEN BEHOEVE VAN MAATSCHAPPELIJK VERANTWOORDE
MARKETING ....................................................................................................................................................... 13
HOOFDSTUK 3: MARKETINGOMGEVING........................................................................................................ 14
3.1 MICRO-OMGEVING VAN HET BEDRIJF.......................................................................................................... 15
3.2 MESO-OMGEVING VAN HET BEDRIJF ........................................................................................................... 16
3.3 MACRO-OMGEVING VAN HET BEDRIJF ........................................................................................................ 17
3.4 OMGAAN MET DE MARKETINGOMGEVING ................................................................................................. 18
HOOFDSTUK 4: MARKTONDERZOEK .............................................................................................................. 19
4.1 BEHOEFTE AAN MARKETINGINFORMATIE VASTSTELLEN ............................................................................. 19
4.2 MARKETINGINFORMATIE VERZAMELEN ...................................................................................................... 19
4.2.1 SOORTEN DATA ......................................................................................................................................... 20
4.3 HET MARKETINGONDERZOEKPROCES ......................................................................................................... 21
HOOFDSTUK 5: KOOPGEDRAG VAN CONSUMENTEN EN BEDRIJVEN .............................................................. 23
5.1 CONSUMENTENMARKTEN EN KOOPGEDRAG VAN CONSUMENTEN ........................................................... 23
5.2 BUSINESS-TO-BUSINESSMAKRTEN EN KOOPGEDRAG VAN ORGANISATIES ................................................. 28
5.3 CONSUMER-TO-CONSUMER (C2C)............................................................................................................... 29
HOOFDSTUK 6: MARKTSEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ....................................... 30
6.1. MARKTSEGMENTATIE ................................................................................................................................. 30
6.2 KEUZE UIT DOELGROEP ................................................................................................................................ 32
6.3 POSITIONERING OM CONCURRENTIEVOORDEEL TE BEHALEN .................................................................... 33
HOOFDSTUK 7: PRODUCT, DIENSTEN EN MERKENSTRATEGIE ........................................................................ 35
........................................................................................................................................................................... 35
........................................................................................................................................................................... 35
7.1 WAT IS EEN PRODUCT .................................................................................................................................. 35
7.2 PRODUCT- EN DIENSTBESLISSINGEN ............................................................................................................ 37
7.3 MARKETING VAN DIENSTEN......................................................................................................................... 38
7.4 MERKENSTRATEGIE...................................................................................................................................... 40
7.5 STRATEGIE VOOR HET ONTWIKKLEN VAN NIEUWE PRODUCTEN................................................................. 43
7.6 PRODUCTLEVENSCYCLUSSTRATEGIEËN ....................................................................................................... 45
HOOFDSTUK 8: PRIJSBELEID .......................................................................................................................... 46
8.1 WAT IS PRIJS? ............................................................................................................................................... 46
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, Marketing en strategie Peerenbooms Fien
8.2 FACTOREN DIE VAN BELANG ZIJN BIJ DE PRIJSZETTING ................................................................................ 46
8.3 ALGEMENE PRIJSMETHODE ......................................................................................................................... 49
8.4 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN ......................................................................................... 50
8.5 PRIJSSTRATEGIEËN VOOR HET ASSORTIMENT ............................................................................................. 51
8.6 PRIJSAANPASSINGSSTRATEGIEËN ................................................................................................................ 51
HOOFDSTUK 9: DISTRIBUTIEBELEID (PLAATS) ................................................................................................ 53
9.1 SUPPLY CHAIN MANAGEMENT .................................................................................................................... 53
9.2 AARD EN BELANG VAN DISTRIBUTIEKANALEN ............................................................................................. 54
9.3 GEDRAG EN ORGANISATIE VAN DISTRIBUTIEKANALEN................................................................................ 55
9.4 KANAALONTWERPBESLISSINGEN ................................................................................................................ 57
9.6 DETAILHANDEL............................................................................................................................................. 58
9.7 WEBSHOP..................................................................................................................................................... 61
9.8 GROOTHANDEL ............................................................................................................................................ 61
HOOFDSTUK 10: (PROMOTIE) MARKETINGCOMMUNICATIE.......................................................................... 62
10.1 MARKETINGCOMMUNICATIEMIX (=PROMOTIEMIX)...................................................................................... 62
10.2 TOTALE COMMUNICATIEMIX ..................................................................................................................... 63
10.3 PROMOTIE-INSTRUMENTEN ...................................................................................................................... 64
10.3 ONLINE MARKETING .................................................................................................................................. 65
10.4 SALES PROMOTION .................................................................................................................................... 65
10.5 PUBLIC RELATIONS ..................................................................................................................................... 65
10.4 DIRECT MARKETING ................................................................................................................................... 71
10.5 ONLINE MARKETING .................................................................................................................................. 72
10.6 COMMUNIACTIESTRATEGIE ....................................................................................................................... 74
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