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Samenvatting Externe analyse (bevat marketing gedeelte) (BSvM1.OEA.2122) $7.25   Add to cart
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Samenvatting Externe analyse (bevat marketing gedeelte) (BSvM1.OEA.2122)
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  • Course
  • Marketing 1 (BSVM1.OEA.2122)
  • Institution
  • Hogeschool Windesheim (HW)

Alle termen en concepten die je moet kennen en kunnen toepassen tijdens het tentamen kennistoets externe analyse staan hieronder als kop in dit document. In de samenvatting hieronder tref je een samenvatting van alle gevraagde begrippen. De theorie welke getoetst wordt in het tentamen betreft de th...

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Document information

  • January 25, 2022
  • 22
  • 2021/2022
  • Summary

Subjects

  • marketing
  • porter
  • toetsmatrijs
  • marketingmix
  • 4ps
  • 3rs

Written for

  • Hogeschool Windesheim (HW)
  • Commerciële Economie
  • Marketing 1 (BSVM1.OEA.2122)
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De externe analyse – individuele
kennistoets
BSvM1.OEA.2122




Inhoudsopgave

Toets matrijs Marketing M1 (2122) ................................................................................................................. 3
Kernbegrippen hoorcollege................................................................................................................................. 3
Marketing ...................................................................................................................................................... 3
De marketingmix............................................................................................................................................ 3
Het marketingconcept ................................................................................................................................... 3
Sleuteltaken marketing .................................................................................................................................. 4
Wensen en behoeften .................................................................................................................................... 4
De 3 R’s .......................................................................................................................................................... 4
Kernbegrippen workshop 1: Product (productbeleid) ......................................................................................... 5
Producteigenschappen .................................................................................................................................. 5
Typen consumentenproducten ..................................................................................................................... 5
Productlevenscyclus ...................................................................................................................................... 5
Dienstenmarketing ........................................................................................................................................ 5
Promotie (marketingcommunicatiebeleid).................................................................................................... 5
Communicatiedoelgroep ............................................................................................................................... 6
Communicatiedoelstelling ............................................................................................................................. 6
Pull- en pushstrategie .................................................................................................................................... 6
Communicatiebudget .................................................................................................................................... 7
Communicatiemix .......................................................................................................................................... 7
Online marketingcommunicatie .................................................................................................................... 7
Social media ................................................................................................................................................... 7
Prijs (prijsbeleid) ............................................................................................................................................ 8
Overwegingen bij prijsbepaling ..................................................................................................................... 8
Afroomprijsstrategie ...................................................................................................................................... 8
Penetratieprijsstrategie ................................................................................................................................. 9
Kortingen ....................................................................................................................................................... 9
Vraag georiënteerde prijsstrategie ................................................................................................................ 9
Concurrentie georiënteerde prijsstrategie en plaats (distributiebeleid) ..................................................... 10
Distributiekanaal .......................................................................................................................................... 10
Distributie-analyse ....................................................................................................................................... 10
E-commerce ................................................................................................................................................. 11
Kernbegrippen workshop 2 ............................................................................................................................... 11
Marketingstrategie ...................................................................................................................................... 11
Marketingtactiek.......................................................................................................................................... 11
Marketingdoelstelling .................................................................................................................................. 11
Missie ........................................................................................................................................................... 11
De marketingomgeving van een organisatie ............................................................................................... 11
Interne analyse ............................................................................................................................................ 12
Externe analyse ............................................................................................................................................ 12
ABCD-analyse ............................................................................................................................................... 12
Porters 5 krachtenmodel, Concurrentieanalyse .......................................................................................... 12


1

, SWOT-analyse .............................................................................................................................................. 12
Concurrentiestrategieën .............................................................................................................................. 12
Groeistrategieën .......................................................................................................................................... 13
Kernbegrippen workshop 3 ............................................................................................................................... 13
Koopbeslissingsproces ................................................................................................................................. 13
Vormen van koopgedrag ............................................................................................................................. 14
Persoonlijke factoren ................................................................................................................................... 14
Psychologische factoren .............................................................................................................................. 14
Sociale invloeden ......................................................................................................................................... 15
B2B marketing ............................................................................................................................................. 15
DMU ............................................................................................................................................................. 15
Marktpotentieel ........................................................................................................................................... 16
Marktsegmentatie ....................................................................................................................................... 16
Segmentatiecriteria ..................................................................................................................................... 16
Segmentatiestrategie................................................................................................................................... 16
Doelgroep .................................................................................................................................................... 17
Positionering ................................................................................................................................................ 17

Toets matrijs Economische bedrijfsomgeving M1 (2122) ............................................................................... 18
Kernbegrippen workshop 1: De Nederlandse economie en de projectorganisatie ........................................... 18
Macro-omgeving .......................................................................................................................................... 18
Indirecte- en directe bedrijfsomgeving........................................................................................................ 18
Bruto binnenlands product .......................................................................................................................... 18
Inflatie .......................................................................................................................................................... 19
Renteverandering ........................................................................................................................................ 19
Loonverandering .......................................................................................................................................... 19
Werkgelegenheid ......................................................................................................................................... 19
Arbeidsverdeling .......................................................................................................................................... 19
Arbeidsproductiviteit ................................................................................................................................... 19
Koopkracht................................................................................................................................................... 19
Reëel loon .................................................................................................................................................... 20
Kapitaalverdeling ......................................................................................................................................... 20
Kernbegrippen workshop 2: Economische transitie .......................................................................................... 20
Lineaire economie en circulaire economie .................................................................................................. 20
Zes waardensoorten .................................................................................................................................... 20
5 transitieagenda’s rijksoverheid ................................................................................................................. 20
Klimaat en emissies ..................................................................................................................................... 21
Sustainable development goals ................................................................................................................... 21
Kernbegrippen workshop 3: Wat brengt de toekomst? .................................................................................... 21
Toekomstige arbeidsmarkt .......................................................................................................................... 21
Toekomstige investeringen.......................................................................................................................... 22
Artificial intelligence en robotisering ........................................................................................................... 22




2

, Toets matrijs Marketing M1 (2122)
De theorie welke getoetst wordt in het tentamen betreft de theorie over de per
hoorcollege en/ of workshop geformuleerde kernbegrippen.

Onderwerp College/workshop MC vragen
Het marketingconcept Hoorcollege 3
Product (productbeleid) Workshop 1 2
Promotie (marketingcommunicatiebeleid) Workshop 1 2
Prijs (prijsbeleid) Workshop 1 2
Plaats (distributiebeleid) Workshop 1 2
Het marketingplanningsproces Workshop 2 4
De klant: Workshop 3 -
Koopbeslissingsproces Workshop 3 2
Vormen van koopgedrag Workshop 3 2
Marktsegmentatie Workshop 3 2
Doelgroep Workshop 3 2
Positionering Workshop 3 2
Totaal MC vragen - 25

*Overige 25 vragen betreffen het onderdeel Economische bedrijfsomgeving; zie samenvatting hieronder.


Kernbegrippen hoorcollege

Marketing
Marketing is de verzamelnaam voor die categorie activiteiten die ervoor moet zorgen
dat een bepaald product of bepaalde dienst bij zoveel mogelijk klanten bekend wordt
zodat, daaruit voortvloeiend, zoveel mogelijk transacties worden gegenereerd,
alles wat een bedrijf doet om de verkoop van producten te bevorderen.


De marketingmix
De 4P’s zijn; prijs, product, promotie en plaats.
o Prijs: bij prijs gaat het om de hoeveelheid geld die er voor de product of dienst
wordt gevraagd.
o Product: bij product spreken we over goederen, ideeën of diensten die voldoen
aan de wensen/behoeften van de klanten
o Promotie: bij promotie gaat het om de manier waarop een bedrijf met de markt
communiceert en de verkoop bevordert
o Plaats: bij plaats gaat het om de manier waarop het product in de handen van de
kopers komt


Het marketingconcept
Marketingconcept is eigenlijk een bedrijfsconcept. Het is een mindset (attitude of
mindset) van een manager die zich bij zoveel mogelijk beslissingen richt op de wensen en
behoeften van de klant. Het bestuur hoeft zelf geen marketingachtergrond te hebben,
maar moet het belang van marketing inzien. Het is moeilijk om marketingconcepten in
de praktijk te brengen als het management zich primair richt op producten of het
oplossen van verschillende operationele problemen, in plaats van zo goed mogelijk in te
spelen op de wensen en behoeften van klanten.


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