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SamenvattingMarketing Management
1
,2
,Inhoudsopgave
1 Marketing............................................................................................................................................8
1.1 Wat is marketing?.........................................................................................................................8
1.2 Het marketingproces....................................................................................................................8
1.2.1 Stap 1: De markt en afnemersbehoeften doorgronden.........................................................8
1.2.2 Stap 2: Een klantgestuurde marketingstrategie ontwikkelen..............................................10
1.2.3 Stap 3: Een marketingplan en -programma opstellen..........................................................10
1.2.4 Stap 4: Winstgevende klantrelaties opbouwen...................................................................11
1.2.5 Stap 5: Waarde van klanten realiseren................................................................................12
1.3 Marketingmanagementconcepten.............................................................................................13
1.3.1 Het productieconcept..........................................................................................................13
1.3.2 Het productconcept.............................................................................................................13
1.3.3 Het verkoopconcept............................................................................................................13
1.3.4 Het marketingconcept.........................................................................................................14
1.3.5 Het maatschappelijk marketingconcept..............................................................................14
2 Bedrijfs- en marketingstrategie.........................................................................................................15
2.1 Strategische planning voor het hele bedrijf: de rol van marketing.............................................15
2.1.1 Een marktgerichte missie formuleren..................................................................................15
2.1.2 Doelen en doelstellingen bepalen.......................................................................................16
2.1.3 Het activiteitenportfolio ontwerpen....................................................................................16
2.2 De marketing plannen: samenwerkingsverbanden aangaan om klantrelaties op te bouwen....16
2.2.1 Samenwerkingsverbanden met andere afdelingen.............................................................16
2.2.2 Samenwerkingsverbanden met anderen binnen het marketingsysteem............................16
2.3 Marketingstrategie en de marketingmix.....................................................................................16
2.3.1 Strategie in relatie tot de concurrentie: de drie generieke strategieën van Porter.............17
2.3.2 Verdienmodel......................................................................................................................17
2.3.3 Klantgerichte marketingstrategie........................................................................................17
2.3.4 De marketingmix samenstellen............................................................................................17
2.4 Het management van de marketinginspanningen......................................................................18
2.4.1 Omgevingsanalyse...............................................................................................................18
2.4.2 Marketingplan.....................................................................................................................18
2.4.3 Implementatie van het marketingplan................................................................................18
2.4.4 Controle...............................................................................................................................18
2.4.5 Marketingrendement..........................................................................................................18
3 Marketingomgeving...........................................................................................................................19
3
, 4 Marktonderzoek................................................................................................................................19
5 Koopgedrag van consumenten en bedrijven.....................................................................................19
5.1 Consumentenmarkten en koopgedrag van consumenten..........................................................19
5.1.1 Customer journey................................................................................................................19
5.1.2 Kenmerken die van invloed zijn op consumentengedrag....................................................19
5.1.3 Het besluitvormingsproces van de consument....................................................................22
5.1.4 Het besluitvormingsproces van kopers voor nieuwe producten..........................................22
5.1.5 Internationaal consumentengedrag....................................................................................24
6 Marktsegmentatie, doelgroepbepaling en positionering..................................................................25
6.1 Marktsegmentatie......................................................................................................................25
6.1.1 Segmentatiecriteria voor de consumentenmarkt................................................................25
6.1.2 Segmentatie van business-to -bussinessmarkten................................................................26
6.1.3 Segmentatie van internationale markten............................................................................26
6.1.4 Voorwaarden voor effectieve segmentatie..........................................................................26
6.2 Keuze van de doelgroep.............................................................................................................26
6.2.1 Marktsegmenten beoordelen..............................................................................................26
6.2.2 Doelmarkten selecteren......................................................................................................27
6.3 Positionering om een concurrentievoordeel te behalen............................................................28
6.3.1 Positioneringsdiagrammen..................................................................................................28
6.3.2 Positioneringsstrategie kiezen.............................................................................................28
6.3.3 De gekozen positie over het voetlicht brengen en waarmaken...........................................29
7 Producten, diensten en merkenstrategie..........................................................................................30
7.1 Wat is een product?....................................................................................................................30
7.1.1 Producten en diensten.........................................................................................................30
7.1.2 Classificaties van producten en diensten.............................................................................31
7.2 Product- en dienstbeslissingen...................................................................................................33
7.2.1 Beslissingen over producten en diensten............................................................................33
7.2.2 Productlijnbeslissingen........................................................................................................34
7.2.3 Beslissingen over het assortiment.......................................................................................34
7.3 Marketing van diensten..............................................................................................................35
7.3.1 Het wezen en kenmerken van diensten...............................................................................35
7.3.2 Dienstencontinuüm.............................................................................................................36
7.3.3 Interactieve consumptie......................................................................................................36
7.3.4 Marketingstrategieën voor dienstverlenende bedrijven.....................................................36
7.4 Merkenstrategie.........................................................................................................................36
7.4.1 Brand equity........................................................................................................................36
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