SAMENVATTING
INLEIDING
MARKETING
Saxion – Creative Business (CB)
Boek ‘Marketingcommunicatie in 14 stappen
+ lesmateriaal
[Ondertitel + Hoorcolleges (dus alles)
van document]
2022
Door: Maarten van der Zwaan
,Inhoudsopgave
COLLEGE 1................................................................................................................................................................ 3
MARKETINGANALYSE / MERKANALYSE.....................................................................................................................................3
SOORTEN CONCURRENTIE.....................................................................................................................................................3
INTERNE ANALYSE (MICRO).................................................................................................................................................3
EXTERNE ANALYSE (MESO)..................................................................................................................................................0
COLLEGE 2................................................................................................................................................................ 2
MARKETING DOELGROEP EN BEHOEFTEN.................................................................................................................................2
KEUZE VAN DE MARKETINGDOELGROEP...................................................................................................................................2
MARKETINGDOELGROEP.......................................................................................................................................................3
MARKTSEGMENTATIE.......................................................................................................................................................... 3
MARKTSEGMENT STRATEGIEËN..............................................................................................................................................3
VARIABELEN OM MARKETINGDOELGROEPEN TE SEGMENTEREN....................................................................................................4
KEUZE VAN SEGMENTATIE VARIABELEN OM MARKETINGDOELEN TE SEGMENTEREN...........................................................................5
IS SEGMENTATIE DOOD/VEROUDERD/HOPELOOS?.....................................................................................................................6
COLLEGE 3................................................................................................................................................................ 7
FORMULEREN VAN DE MARKETINGDOELSTELLING......................................................................................................................7
MARKTAANDEEL ALS MARKETINGDOEL....................................................................................................................................7
WINST ALS MARKETINGDOELSTELLING.....................................................................................................................................7
MARKETINGDOELSTELLINGEN VERSUS SALES- OF VERKOOPDOELSTELLINGEN....................................................................................7
FORMULEREN VAN DE MARKETINGSTRATEGIE...........................................................................................................................8
AFZETSTRATEGIEËN: PENETRATIE-, FREQUENTIE- EN CONSUMPTIESTRATEGIE...................................................................................8
COLLEGE 4............................................................................................................................................................... 10
HET MARKETINGCONCEPT...................................................................................................................................................10
MARKETINGMIX: DE 4/5/6-P’S.......................................................................................................................................... 10
MEER MOGELIJKE UITBREIDING VAN DE P’S:..........................................................................................................................11
4C’S MODEL.................................................................................................................................................................... 11
COLLEGE 5............................................................................................................................................................... 12
BEGRIPPEN...................................................................................................................................................................... 12
MARCOM STRATEGIE BESTAAT UIT 3 ONDERDELEN..................................................................................................................12
MEDIUM ALS (OVER) DRAGER 3 VERSCHILLENDE DIMENSIES/ASPECTEN.......................................................................................13
COLLEGE 6............................................................................................................................................................... 13
P VAN PLAATS..................................................................................................................................................................13
RETAILSECTOR/DETAILHANDEL VERANDERING.........................................................................................................................14
HET DISTRIBUTIEKANAAL.................................................................................................................................................... 14
SOORTEN DISTRIBUTIEKANALEN...........................................................................................................................................15
INTEGRATIE VAN MEERDERE DISTRIBUTIEKANALEN TOT ÉÉN DISTRIBUTIEKANAAL............................................................................15
ROL VAN DE DISTRIBITEUR – DICHTEN VAN KLOVEN.................................................................................................................15
COLLEGE 7............................................................................................................................................................... 16
P VAN PEOPLE................................................................................................................................................................. 16
P VAN PROCES.................................................................................................................................................................17
LEGENDA
IN GRIJS De paragraaf
IN BLAUW Onderwerp
2
, College 1
2.1
Marketinganalyse / merkanalyse
Hier onderzoek en beoordeel je alle factoren die invloed hebben op vraag en aanbod(-van jezelf en
concurrent).
Kan op verschillende niveaus.
Organisatie (organisatiemerk): Alle producten analyseren
Product (productmerk): enkel product of deel daarvan
Je moet een beoordeling maken in verhouding tot de concurrentie, inschatten of iets relatieve
sterkte of zwakte is en de mate waarin de doelgroep verschillende producten of merken als
concurrenten ervaart.
Soorten concurrentie
1. Behoefte concurrentie
Bijv.: Ontspanning en tijd kan bij bioscoop en horeca
2. Product concurrentie
Gelijke producten in breedste zin. Bijv.: Auto en vliegtuig; Tampon en maandverband.
3. Communicatie beloftes
Zelfde beloftes en slogans van een merk. Bijv.: Verzekeraars maak je geen zorgen.
Concurrentie vindt ook plaats in
- Detailhandel
- Toeleveranciers; grondstoffen, arbeidsmarkt,
- kapitaalmarkt; banken, investeerders.
2.2
Interne analyse (MICRO)
Hierin onderzoek je het gevoerde marketingbeleid voor jouw merk en de positie die dat voor jouw
merk heeft opgeleverd. Interne analyse(aanbod) heb je invloed op.
4 deel analyses
1. Marktpositieanalyse
2. Marketingstrategie/activiteiten analyse
3. Financiële analyse
4. Analyse van organisatie/ de overige bedrijfsfuncties
1. Marktpositieanalyse: de beoordeling van de eigen positie in omzet, afzet en
marktaandeel.
- Hier onderzoek je resultaten van marketingbeleid en organisatiebeleid
3
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