Summary
volledige samenvatting marketing
- Course
- Institution
duidelijk samengevat met afbeeldingen en verwijzingen
[Show more]
Seller
Follow
elienvandeputte02
Content preview
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
4
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 elienvandeputte02. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.11. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now