Summary
Samenvatting hoofdstuk 3, deel 2 Business Fundamentals
- Course
- Institution
dit is een samenvattig van hoofdstuk 3 deel 2
[Show more]
Seller
Follow
ericiaverschaeren
Content preview
Businness fundamentals 04-10-2019Hoofdstuk 3 (deel 2)
Inleiding tot marketing
Marketing plan
• BMC
• Marketing plan
“A marketing plan helps marketers stay on track. With a written plan, it’s easier to be proactive
rather than reactive and to improve with each repetition of the cycle of campaign development and
execution.”
− Huidige marktsituatie (brief history, current competitors, SWOT analysis,
segmentation, and rationale)
− STP (segmenting, targeting markets, and positioning)
− Productlevenscyclus (PLC)
− BCG-matrix
− Marketingdoelstellingen
− Marketingstrategie a.d.h.v. de marketing mix
− Marketingcampagne
STP model of marketing
= Segmentation, targeting, positioning (STP) is a three-step model for building a marketing plan.
1
, Businness fundamentals 04-10-2019
3, there are three different stages in STP. The first stage is segmenting the market into groups or
segments, based on different factors such as customers age, gender or geographic area. (Gilligan &
Wilson 2009). The second stage is targeting, which means evaluating the market segments and
choosing which of the segments to focus the marketing
strategies on. (Dibb & Simkin 1996). The third and final stage
of STP is positioning the product, brand or organization so
that it meets the needs of the customer. (Gilligan &
Wilson 2009).
1. Segmentation B2C
Markt opdelen in segmenten obv
• demografische segmentatie
• geografische segmentatie
• Gedragssegmentatie: attitudes, kennis,
voordelen waar de koper naar op zoek is,
loyaliteit en maten van gebruik, …
• psychografische segmentatie: waarden, meningen, interesses en levensstijlen
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Markt opdelen in segmenten obv “firmographic segmentation”
• Grootte klantenbestand
• Levensduur van de klanten
• Aantal klanten t.o.v. totaal potentieel
• Mate waarin vergelijkbare concurrent succesvol is binnen dit segment
• …
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ericiaverschaeren. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.26. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
62491 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now