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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing

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Course
Marketing

Institution
Arteveldehogeschool (Artevelde)

Book
Marketing, de essentie

Samenvatting gemaakt aan de hand van powerpoints, boek en notities. Het bevat 113 pagina's, maar dat komt doordat er veel afbeeldingen staan om het een beetje makkelijker te maken.

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Summarized whole book? Yes
Uploaded on December 28, 2021
Number of pages 113
Written in 2021/2022
Type Summary

marketing

Book Title:Marketing, de essentie

Author(s):Philip Kotler, G. Armstrong

Edition:april 2019
ISBN:9789043036528
Edition:14

Institution
Arteveldehogeschool (Artevelde)
Education
Bachelor Bedrijfsmanagement
Course
Marketing

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MARKETING

SAMENVATTING

,1 MARKETING ........................................................................................................................................... 3

1.1 WAT IS MARKETING ..................................................................................................................................... 3
1.2 HET MARKETINGPROCES ............................................................................................................................... 3
1.3 MARKETINGMANAGEMENTCONCEPTEN ........................................................................................................... 8

2 BEDRIJFS- EN MARKETINGSTRATEGIE ................................................................................................... 11

2.1 STRATEGISCHE PLANNING VOOR HET HELE BEDRIJF: DE ROL VAN MARKETING ......................................................... 11
2.2 MARKETING PLANNEN: SAMENWERKINGSVERBANDEN AANGAAN OM KLANTRELATIES OP TE BOUWEN ........................ 13
2.3 MARKETINGSTRATEGIE EN MARKETINGMIX ..................................................................................................... 17
2.4 MANAGEMENT VAN MARKETINGINSPANNINGEN ............................................................................................. 19

3 KOOPGEDRAG VAN CONSUMENTEN EN BEDRIJVEN.............................................................................. 21

3.1 CONSUMENTENMARKTEN EN KOOPGEDRAG VAN CONSUMENTEN ....................................................................... 21

4 MARKTSEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ....................................................... 30

4.1 MARKTSEGMENTATIE ................................................................................................................................ 30
4.2 KEUZE VAN DOELGROEP ............................................................................................................................. 32
4.3 POSITIONERING OM EEN CONCURRENTIEVOORDEEL TE BEHALEN ......................................................................... 36

5 PRODUCTEN, DIENSTEN EN MERKENSTRATEGIE ................................................................................... 39

5.1 WAT IS EEN PRODUCT ................................................................................................................................ 39
5.2 PRODUCT- EN DIENSTBESLISSING .................................................................................................................. 42
5.3 MARKETING VAN DIENSTEN......................................................................................................................... 48
5.4 MARKETINGSTRATEGIE ............................................................................................................................... 49
5.5 STRATEGIE VOOR HET ONTWIKKELEN VAN NIEUWE PRODUCTEN .......................................................................... 55
5.6 PRODUCT-LEVENSCYCLUSSTRATEGIEËN .......................................................................................................... 58

6 PRIJSBELEID .......................................................................................................................................... 62

6.1 WAT IS PRIJS ............................................................................................................................................ 62
6.2 FACTOREN DIE VAN BELANG ZIJN BIJ DE PRIJSZETTING ....................................................................................... 63
6.3 ALGEMENE PRIJSMETHODEN ....................................................................................................................... 66
6.4 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN ................................................................................................ 68
6.5 PRIJSSTRATEGIEËN VOOR HET ASSORTIMENT ................................................................................................... 69
6.6 PRIJSAANPASSINGSSTRATEGIEËN .................................................................................................................. 71
6.7 PRIJSWIJZIGING ........................................................................................................................................ 73

7 DISTRIBUTIEBELEID ............................................................................................................................... 74

7.1 BEDRIJFSKOLOM EN DE WAARDEKETEN .......................................................................................................... 74
7.2 DE AARD EN BELANG VAN DISTRIBUTIEKANALEN .............................................................................................. 74
7.3 GEDRAG EN ORGANISATIE VAN DISTRIBUTIEKANALEN ........................................................................................ 76
7.4 KANAALONTWERPBESLISSINGEN................................................................................................................... 82
7.5 DETAILHANDEL ......................................................................................................................................... 84
7.6 WEBSHOPS .............................................................................................................................................. 85
7.7 GROOTHANDEL......................................................................................................................................... 87

8 MARKETINGCOMMUNICATIE................................................................................................................ 88

8.1 MARKETINGCOMMUNICATIEMIX = PROMOTIEMIX ........................................................................................... 88
8.2 PERSPECTIEF OP COMMUNICATIEPROCES ....................................................................................................... 89

1BEM 1

, 8.3 TOTALE COMMUNICATIEMIX VASTSTELLEN ..................................................................................................... 90
8.4 ONLINE MARKETING .................................................................................................................................. 98
8.5 SALES PROMOTION .................................................................................................................................. 101
8.6 PUBLIC RELATIONS .................................................................................................................................. 104
8.7 DIRECT MARKETING ................................................................................................................................. 105
8.8 OUT-OF-HOME MEDIA ((D)OOH) ............................................................................................................. 109
8.9 EXPERIENCEMARKETING ........................................................................................................................... 110
8.10 IN-GAME ADVERTISING ............................................................................................................................. 111
8.11 GAMEVERTISING ..................................................................................................................................... 112
8.12 TOEKOMST VOOR MARKETING .................................................................................................................. 112

1BEM 2

, 1 Marketing

Marketing: sociaal en managementproces waarin individuen en organisaties verkrijgen waar zij
behoefte aan hebben en wat zij wensen, door producten en waarde te creëren en deze met anderen
uit te wisselen.

Kern marketing: opbouwen van duurzame klantrelaties op basis van klantwaarde, klanttevredenheid,
klein loyaliteit

2 doelen:

- Nieuwe klanten aantrekken door superieure waarde te beloven en te geven
- Bestaande klanten behouden door hen tevreden te stellen

Marketing à gelijkgesteld met verkopen en reclame maken (commercials, banners, advertenties,
reclamedrukwerk, …)

1.2.1 S T A P 1: DE MARKT EN AFNEMERSBEHOEFTEN DOORGRONDEN

1BEM 3

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