Samenvatting Marketingmanagement en Marketingcommunicatie
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Course
Marketing Management & Marketing Communicatie
Institution
Karel De Grote-Hogeschool (KdG)
Dit is een uitgebreide samenvatting van het vak Marketingmanagement en Marketingcommunicatie. Dit vervangt de hele cursus. In samenstelling met de mogelijke examenvragen en de notities van de gastspreker is dit ruim voldoende voor het examen.
,Inhoud
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..................................................11
1.2.4 Stap 4: Winstgevende klantenrelaties opbouwen.........................................................11
1.2.5 Stap 5: Waarde van klanten realiseren.........................................................................13
1.3 marketingmanagementconcepten......................................................................................14
1.3.1 Productieconcept.......................................................................................................... 14
1.3.2 Productconcept............................................................................................................ 14
1.3.3 Verkoopconcept........................................................................................................... 14
1.3.4 Marketingconcept......................................................................................................... 15
1.3.5 Maatschappelijke marketingconecpt............................................................................15
2 BEDRIJFS- EN MARKETINGSTRATEGIE.......................................................................................17
2.1 Strategische planning voor het hele bedrijf: rol van marketing..........................................17
2.1.1 Een marktgerichte missie formuleren...........................................................................17
2.1.2 Doelen en doelstellingen bepalen................................................................................19
2.1.3 Activiteitenportfolio ontwerpen....................................................................................19
2.2 De marketingplannen: samenwerkingsverbanden aangaan om klantrelaties op te bouwen
d............................................................................................................................................... 24
2.2.1 Samenwerkingsverbanden met andere afdelingen......................................................24
2.2.2 Samenwerkingsverbanden met anderen binnen het marketingsysteem......................26
2.3 Marketingstrategie en de marketingmix.............................................................................27
2.3.1 Strategie in relatie tot de concurrentie: de 3 generieke strategieën van Porter...........27
2.3.2 Business Model Canvas................................................................................................28
2.3.3 Klantgerichte marketingstrategie.................................................................................29
2.3.4 Marketingmix samenstellen.......................................................................................... 29
2.4 Het management van de marketinginspanningen..............................................................31
2.4.1 Omgevingsanalyse....................................................................................................... 31
2.4.2 Kan op 2 manieren....................................................................................................... 31
3 MARKETINGOMGEVING............................................................................................................. 33
3.1 Inleiding.............................................................................................................................. 33
3.1.1 Omgevingsanalyse....................................................................................................... 33
3.2 De micro-omgeving van het bedrijf....................................................................................34
3.3 De meso-omgeving............................................................................................................ 34
3.3.1 Afnemers...................................................................................................................... 35
3.3.2 Bedrijfstak.................................................................................................................... 35
3.3.3 Leveranciers................................................................................................................. 37
3.3.4 Concurrenten............................................................................................................... 37
3.3.5 Distributiekolom en overige intermediairs....................................................................37
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, 3.3.6 Externe belangengroepen............................................................................................38
3.4 De macro-omgeving van het bedrijf DESTEP......................................................................39
3.4.1 Demografische factoren...............................................................................................39
3.4.2 Economische factoren.................................................................................................. 39
3.4.3 Sociaal-culturele factoren............................................................................................. 39
3.4.4 Technologische factoren..............................................................................................39
3.4.5 Ecologische factoren.................................................................................................... 40
3.4.6 Politiek-juridische factoren...........................................................................................40
3.4.7 Omgaan met de marketingomgeving...........................................................................40
3.5 Van omgevingsanalyse naar SWOT-analyse.......................................................................40
4 MARKT- & CONCURRENTIE – OMGEVING...................................................................................41
4.1 Marktdefiniëring en – beschrijving......................................................................................42
4.1.1 .Marktafbakening(kwalitatief).......................................................................................42
4.2 4.2.Kwantificeren van de markt(marktgrootte/volume)......................................................46
4.3 4.2 Concurrentieanalyse..................................................................................................... 50
4.3.1 A.Wie zijn mijn concurrenten?......................................................................................50
4.4 Concurrentievoordeel:........................................................................................................ 53
4.5 CONCURRENTIEANALYSE:................................................................................................... 53
4.5.2 Stappen in Concurrentieanalyse...................................................................................54
4.6 Concurrentiestrategieën..................................................................................................... 55
4.6.1 Concurrentiestrategie van Porter:................................................................................55
4.7 Concurrentietactieken........................................................................................................ 55
4.7.1 Concurrentiegedrag en tactieken:................................................................................55
4.8 De balans tussen klantgerichtheid en concurrentiegerichtheid..........................................56
5 Koopgedrag van consumenten en bedrijven.............................................................................57
5.1 Consumentenmarketen en koopgedrag van consumenten................................................57
5.1.1 Customer Journey......................................................................................................... 58
5.1.2 Kenmerken die van invloed zijn op consumentengedrag.............................................59
5.1.3 Besluitvormingsproces consument...............................................................................62
5.1.4 Besluitvormingsproces van kopers voor nieuwe producten..........................................65
5.2 Business-to-businessmarketing.......................................................................................... 66
5.2.1 B2B-markten................................................................................................................ 66
5.2.2 Koopgedrag van organisaties.......................................................................................67
5.2.3 Bedrijfsmatige inkoop via internet................................................................................70
5.3 Andere markten.................................................................................................................. 70
6 H6: Marktsegmentatie, doelgroepbepaling en positionering.....................................................72
6.1 Marktsegmentatie.............................................................................................................. 73
6.1.1 Segmentatiecriteria voor de consumentenmarkt (B2C)................................................73
6.1.2 Segmentatie van business-to-businessmarkten (B2B)..................................................76
6.1.3 Segmentatie van internationale markten.....................................................................76
6.1.4 Vereisten/voorwaarden voor effectieve segmentatie...................................................76
6.2 Keuze van de doelgroep..................................................................................................... 77
6.2.1 Marktsegmenten beoordelen op aantrekkelijkheid.......................................................77
6.2.2 Doelmarkten selecteren en benaderen........................................................................77
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, 6.3 Positionering om concurrentievoordeel te behalen.............................................................81
6.3.1 Positioneringsdiagrammen...........................................................................................81
6.3.2 Positioneringsstrategie kiezen......................................................................................82
7 Producten ,diensten en merkenstrategie..................................................................................84
7.1 Wat is een product?............................................................................................................ 84
7.1.1 Producten en diensten.................................................................................................. 84
7.1.2 Classificaties van producten en diensten.....................................................................85
7.2 Beslissingen over producten en diensten...........................................................................87
7.2.1 Product- en dienstbeslissingen.....................................................................................87
7.2.2 Productlijnbeslissingen................................................................................................. 89
7.2.3 Beslissingen assortiment..............................................................................................91
7.3 Marketing van diensten...................................................................................................... 91
7.3.1 Het wezen en kenmerken van diensten........................................................................91
7.3.2 Dienstencontinuüm...................................................................................................... 92
7.3.3 Interactieve consumptie...............................................................................................92
7.3.4 Marketingstrategieën voor dienstverlenende bedrijven...............................................93
7.4 Merkenstrategie................................................................................................................. 96
7.4.1 Brand equity................................................................................................................. 96
7.4.2 Sterke merken opbouwen.............................................................................................96
7.4.3 Merken beheren......................................................................................................... 100
7.5 Strategie voor het ontwikkelen van nieuwe producten.....................................................101
7.6 Productlevenscyclusstrategieën.......................................................................................104
8 Hoofdstuk 8: prijsbeleid.......................................................................................................... 106
8.1 Wat is prijs?...................................................................................................................... 106
8.2 Factoren die van belang zijn bij de prijszetting.................................................................106
8.2.1 Interne factoren.......................................................................................................... 107
8.2.2 Externe factoren......................................................................................................... 108
8.3 Algemene prijsmethoden (EXAMEN).................................................................................109
8.3.1 Kostengeoriënteerde prijszetting................................................................................109
8.3.2 Vraaggeoriënteerde prijszetting (value pricing).........................................................111
8.3.3 Concurrentiegeoriënteerde prijszetting......................................................................111
8.4 Prijsstrategieën voor nieuwe producten...........................................................................112
8.4.1 Afroomprijsstrategie................................................................................................... 112
8.4.2 Penetratieprijsstrategie.............................................................................................. 112
8.5 Prijsstrategieën voor het assortiment (product line pricing).............................................113
8.6 Prijsaanpassingsstrategieën.............................................................................................114
8.7 Prijswijzigingen................................................................................................................. 115
8.7.1 Prijswijziging initiëren................................................................................................. 115
8.7.2 Reageren op prijswijzigingen......................................................................................115
9 H9: Distributiebeleid............................................................................................................... 120
9.1 De Bedrijfskolom en het value delivery network, ofwel waardeketen...............................120
9.1.1 De bedrijfskolom of supply chain................................................................................120
9.1.2 Value delivery network...............................................................................................121
9.2 De aard en het belang van distributiekanalen..................................................................121
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