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Samenvatting Marketing Management
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Dit is een samenvatting van marketing management van Tio HEM1
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noavanderhoeven2002
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InhoudsopgaveLESWEEK 1..................................................................................................................................................... 4
SWOT analyse:.....................................................................................................................................................4
Interne analyse:....................................................................................................................................................4
Externe analyse:...................................................................................................................................................4
DEPEST:............................................................................................................................................................4
P’s:........................................................................................................................................................................4
Confrontatiematrix:..............................................................................................................................................4
Centraal probleem:...............................................................................................................................................5
Missie en doelstellingen:......................................................................................................................................5
Missie:..............................................................................................................................................................5
Doelstellingen:.................................................................................................................................................5
LESWEEK 2..................................................................................................................................................... 6
Segmentatieproces:..............................................................................................................................................6
Stap 1 segmenteren:........................................................................................................................................6
Stap 2 doelgroepkeuze:...................................................................................................................................7
Stap 3 differentiëren:.......................................................................................................................................7
Stap 4 positioneren:.........................................................................................................................................7
Marktbenadering strategieën:.............................................................................................................................7
LESWEEK 3..................................................................................................................................................... 9
Product:................................................................................................................................................................9
Productniveaus:...............................................................................................................................................9
Productindelingen:..........................................................................................................................................9
Niveaus productbeslissingen:...............................................................................................................................9
Beslissing van een product:.............................................................................................................................9
Productgroepsbeslissingen:...........................................................................................................................10
Beslissing over assortiment:..........................................................................................................................10
Merken:..............................................................................................................................................................10
Functies van een merk:..................................................................................................................................10
Hoe bouw je een sterk merk op:...................................................................................................................11
LESWEEK 4................................................................................................................................................... 12
Diensten:............................................................................................................................................................12
Factoren waardoor de vraag naar diensten is gestegen:..............................................................................12
Kenmerken van diensten:..............................................................................................................................12
Marketingimplicaties:....................................................................................................................................12
Categorieën van aanbod:...............................................................................................................................13
Dienstenmarketing:.......................................................................................................................................13
Onderscheiden van concurrenten door:.......................................................................................................13
Meten kwaliteit diensten:.............................................................................................................................13
Productlevenscyclus:.....................................................................................................................................13
LESWEEK 5................................................................................................................................................... 14
Prijs:....................................................................................................................................................................14
Methoden prijszetting:..................................................................................................................................14
, Prijsbepaling:......................................................................................................................................................15
Prijselasticiteit:...................................................................................................................................................15
LESWEEK 6................................................................................................................................................... 16
Prijsstrategieën voor nieuwe producten:......................................................................................................16
Prijsstrategieën voor assortiment:................................................................................................................16
Prijsaanpassing strategieën:..........................................................................................................................16
Prijswijzigingen:.............................................................................................................................................16
LESWEEK 7................................................................................................................................................... 17
Aard / belang distributiekanalen:......................................................................................................................17
Hoe wordt er waarde toegevoegd voor de producent:................................................................................17
Nadelen tussenschakels in distributiekanaal:...............................................................................................17
Organisatie van kanalen:...............................................................................................................................17
Kanaalconflicten:................................................................................................................................................18
Kanaalontwerp en -management:.................................................................................................................18
Kanaaldeelnemers:........................................................................................................................................18
Distributie-intensiteit:...................................................................................................................................19
Marktaandeel:...............................................................................................................................................19
LESWEEK 8................................................................................................................................................... 20
Promotiemix (marketingcommunicatiemix):.....................................................................................................20
Massamarketing:...............................................................................................................................................20
Stappen effectieve communicatie:.....................................................................................................................20
Communicatieproces:....................................................................................................................................21
Promotie strategieën:........................................................................................................................................21
Factoren bij het samenstellen van promotiemixstrategie:...........................................................................22
Budgetteringssmethoden:..................................................................................................................................22
LESWEEK 9................................................................................................................................................... 23
Reclame:.............................................................................................................................................................23
Offline advertising via traditionele massamedia:..........................................................................................23
Online advertising via nieuwe media:...........................................................................................................23
Beslissingen bij opstellen reclameprogramma:.............................................................................................23
Internationale reclame:.................................................................................................................................23
Proces persoonlijke verkoop:........................................................................................................................23
Verkooppromoties:........................................................................................................................................24
Instrumenten consumentenpromotie:...............................................................................................................24
Voordelen verkooppromoties:......................................................................................................................24
Nadelen verkooppromoties:..........................................................................................................................24
Vormen direct marketing:..................................................................................................................................24
Voordelen voor klant:....................................................................................................................................25
Voordelen voor aanbieder:............................................................................................................................25
Zoekmachinemarketing:....................................................................................................................................25
Social media marketing:.....................................................................................................................................25
Voordelen:.....................................................................................................................................................25
Nadelen:.........................................................................................................................................................25
Affiliate marketing:............................................................................................................................................26
Voordelen:.....................................................................................................................................................26
Nadelen:.........................................................................................................................................................26
, Public relations:..................................................................................................................................................26
Eigen media:.......................................................................................................................................................26
LEWEEK 10................................................................................................................................................... 27
Mondiale marktomgeving:.................................................................................................................................27
Internationale marktbetreding:.........................................................................................................................27
Internationale product, promotiestraategieën:............................................................................................27
Overige marketinginstrumenten:..................................................................................................................27
Invloed van marketing op individuele consument:.......................................................................................27
Invloed van marketing op gehele samenleving:............................................................................................28
Maatregelen om marketing te reguleren:.....................................................................................................28
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