Samenvatting Consumer
Marketing
Inhoud
Dienstenmarketing.................................................................................................................................3
7P’s van dienstenmarketing...............................................................................................................3
Product/ Dienst..............................................................................................................................3
Prijs.................................................................................................................................................4
Plaats..............................................................................................................................................4
Promotie.........................................................................................................................................5
People.............................................................................................................................................6
Proces.............................................................................................................................................7
Physical evidence............................................................................................................................8
Consumentengedrag 0: inleiding tot algemene psychologie..................................................................8
Studie van het bewustzijn...................................................................................................................8
Studie van het onbewuste..................................................................................................................9
Sigmund Freud................................................................................................................................9
Gedragswetenschap...........................................................................................................................9
Edward Throndike..........................................................................................................................9
Pavlov.............................................................................................................................................9
Behaviorisme..................................................................................................................................9
Woodworth....................................................................................................................................9
Cognitieve wetenschap.....................................................................................................................10
Gestaltpsychologie.......................................................................................................................10
Kholer...........................................................................................................................................10
Cognitieve wetenschap.................................................................................................................10
Synthese.......................................................................................................................................10
Domeinen in de psychologie.............................................................................................................11
5 basisdisciplines..........................................................................................................................11
Consumentengedrag 1: H1 wat is consumentengedrag.......................................................................11
Definitie consumentengedrag..........................................................................................................11
Aanbod van goederen en diensten...................................................................................................11
De consumptiecultuur..................................................................................................................11
Marketing vs (consumenten)psychologie.........................................................................................12
1
, Benadering van consumentengedrag...............................................................................................12
Belangengroepen.............................................................................................................................12
Belang van consumentengedrag......................................................................................................13
Consumentengedrag 2: H6 persoonlijkheid en levensstijl....................................................................13
Invloeden rond consumentengedrag................................................................................................13
Motivatie..........................................................................................................................................13
Persoonlijke relevantie.................................................................................................................13
Wie is mijn doelgroep...................................................................................................................14
Consumentengedrag 3: H7 consumptiecyclus......................................................................................15
4 fasen van de consumptiecyclus.....................................................................................................15
Oriëntatiefase...............................................................................................................................15
Aankoopfase.................................................................................................................................16
Gebruiksfase.................................................................................................................................16
Afdankfase....................................................................................................................................17
Consumentengedrag 4: H2 Informatieverwerking...............................................................................17
Stimuli...............................................................................................................................................17
Blootstelling......................................................................................................................................17
Gewaarwording................................................................................................................................18
Via 5 sensoriële systemen............................................................................................................18
Perceptie..........................................................................................................................................19
Bottom-up / gestaltpsychologie....................................................................................................19
Top-down / cognitieve psychologie..............................................................................................20
Aandacht..........................................................................................................................................20
Persoonlijke factoren....................................................................................................................20
Stimulusfactoren..........................................................................................................................20
Marketeers...................................................................................................................................21
Begrip...............................................................................................................................................21
Persoonlijke invloeden.................................................................................................................22
Geheugen.........................................................................................................................................22
Onderzoek........................................................................................................................................23
2
, Dienstenmarketing
7P’s van dienstenmarketing
Product/ Dienst
Product
o Ontastbaar
o Heterogeen
o Snel vergankelijk
o Interactie (productie >< consumptie)
o Soms personalisatie
o Assortimentbeleid
Procesverwantschap
Differentiatie op basis van doelgroep (VIP)
Gebruiksverwantschap
In dezelfde lijn van huidig aanbod
Vaak combinatie van beiden
Downgrading
Complexiteit & individualiteit verminderen
Consequenties voor personeel
“Less is more”
Upgrading
Complexiteit & individualiteit vergoten
Consument aanvaard de upgrade niet altijd!
Consequenties voor personeel
Dienst
o Sector bepaald welvaart
o Outsourcing
Economische motieven
Kostenbesparing
Tijdsbesparing
Flexibiliteit
Continuïteit
Technische motieven
ICT
Emotionele motieven
“iedereen doet het”
Motief voor NIET outsourcen
3
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