Samenvatting van ALLE tentamenstof. Bevat een samenvatting van het boek Marketing Design van Eveline van Zeeland en de grondslagen van de marketing (Verhage & Visser). Alle lessen zijn ook samengevat (denk aan Big Five, sway met story behind, taalkracht, skills) en in het bestand te vinden. Alles w...
, Tentamenstof Customer Journey OP3 – major
Hier vindt je een overzicht van de tentamenstof. De leerdoelen waarop het tentamen is
gebaseerd, staan in de Periodegids.
Marketing Design, Eveline van Zeeland, 2020: Deel 1, deel 2 (m.u.v. * zie onderstaande
lijst) en deel 3 (WEL H3.7, H3.9 H3.10 en H3.12, de rest niet)
Grondslagen van de Marketing, Bronis Verhage en Marjolein Visser: H4 (m.u.v. H4.6)
Theorieën, modellen en thema’s, die in de colleges The Story Behind en The Big 5 zijn
behandeld. Ook de presentatie van Webcare (Skills lesweek 6).
* GEEN tentamenstof Deel 2:
H2.3 Kwantificeer TP blz. 78-79
Toolkit Waardelandschap blz. 108–109
Het Creatieve Marketing Breakthrough Model (CMBM) blz. 116-117
Serendipiteit stimuleren blz. 119
Iconoclasten blz. 120-121
Toolkit: World Café Method blz. 124-125
Toolkit: Ingrediënten voor een designsessie blz. 126-127
Een designsessie leiden blz.128-129
Toolkit: De muzikale twist blz. 140
Toolkit: Business Model Prototyping blz. 141
Thema’s en archetypes blz. 144-145
Concept development blz. 146-147
Kleurexplosie blz. 148-149
Toolkit: De Kano-analyse blz. 154-155
Digital Design blz. 164-165
Toolkit: Het Walt Disney-model blz. 175
Toolkit: De Thermometertechniek blz. 176-177
Toolkit: Brand Style Generation blz. 178
Het Principe van toegankelijkheid blz. 179
Toolkit Foetsje blz. 180-181
Mere-exposure-effect blz. 182
Toolkit: De Behoeftepiramide van design blz. 190-191
Het Lonely Planet-effect blz. 194-195
,Inhoudsopgave
MARKETING DESIGN – Eveline van Zeeland ................................................................................................. 5
DEEL 1 – ONDERBOUWING .................................................................................................................................. 5
1.2 Marketing Design ...................................................................................................................................... 5
1.3 Customer Journey Mapping ...................................................................................................................... 8
DEEL 2 – DE UITVOERING................................................................................................................................... 11
2.1 Stap 1: de scope ...................................................................................................................................... 11
2.2 Stap 2: de mogelijke touchpoints ........................................................................................................... 12
2.4 Stap 4: IST-situatie vanuit perceptie van organisatie ............................................................................. 13
2.5 Stap 5: de IST-situatie vanuit de perceptie van de klant ........................................................................ 13
2.6 Stap 6: customer journey-analyse .......................................................................................................... 14
2.7 Stap 7: ontwerp de SOLL-situatie ............................................................................................................ 14
2.8 Stap 8: strategic action map ................................................................................................................... 20
2.9 De iteratie................................................................................................................................................ 22
DEEL 3 – DE CONTEXT ........................................................................................................................................ 22
3.7 Goederen versus diensten ...................................................................................................................... 22
3.9 Gamechangerscan ................................................................................................................................... 23
3.10 Doelgroepscan ...................................................................................................................................... 24
3.12 Ethische scan ......................................................................................................................................... 24
GRONDSLAGEN VAN DE MARKETING – Verhage & Visser ........................................................................... 25
4.1 Koopbeslisingsproces ................................................................................................................................... 25
4.2 Oriëntatie- en koopgedrag........................................................................................................................... 26
4.3 Persoonlijke omstandigheden ...................................................................................................................... 26
4.4 Psychologische factoren............................................................................................................................... 27
4.5 Sociale invloeden op het consumentengedrag ............................................................................................ 30
Week 3.1 .................................................................................................................................................. 32
Kick-off ............................................................................................................................................................... 32
Big Five week 3.1................................................................................................................................................ 33
Week 3.2 .................................................................................................................................................. 35
Story Behind week 3.2 “Consumentengedrag”.................................................................................................. 35
Big Five week 3.2................................................................................................................................................ 41
Taalkracht Engels – Week 3.2 ............................................................................................................................ 43
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 AnnaNoemi. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.39. You're not tied to anything after your purchase.