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Samenvatting Marketing Facts Jaarboek
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Optimale voorbereiding voor Marketing 4 i.c.m. de lesstof.
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By: angelosatter01 • 1 year ago
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Marketing Facts 2021 – 2022 JaarboekSamenvatting Marketing 4
Hoofdstuk 1 Marketingstrategie
Het belangrijkste uitgangspunt bij het centraal stellen van de klant is dat je zijn of haar
wensen, behoeften en verlangens kent. En dat je bereid bent daarop te acteren.
Analysemodellen voor het volgen van strategische stappen:
• DESTEP (macroniveau);
• Vijfkrachtenmodel van Porter (mesoniveau);
o Macht van leveranciers;
o Afnemers;
o Concurrentie op de markt;
o Mogelijke substituten;
o Potentiële toetreders.
• Business Model Canvas (mesoniveau/ microniveau);
• Kerncompetentiedenken (versterken);
• SWOT-analyse;
Waardestrategieën van Treacy en Wiersema (ergens in excelleren):
• Product leadership = beste product of dienst op de markt.
• Operational excellence = produceren tegen de laagste kosten.
• Customer intimacy = gepersonaliseerde fit bereiken met de wensen van de
klant.
Biem Blok 1
,Marketing Facts 2021 – 2022 Jaarboek
Samenvatting Marketing 4
Uitgangspunt is dat er waarde wordt gecreëerd voor consumenten, de organisatie,
toeleveranciers en de verkoopkanalen.
Marketingplanningsproces volgens Ritson in drie stappen:
1. Diagnosefase;
• Kwalitatief onderzoek (leren van klanten);
• Kwantitatief onderzoek (funnelen van product- of dienstencategorie);
• Segmenteren (volume en geld);
2. Strategie;
• Targeting (focus op kansrijke segment met alle middelen);
• Positioneren (points of parity = punten waar klanten op letten);
• Doelstelling;
3. Tactieken;
• Klassieke P = Product/ dienst;
• Klassieke P = Plaats;
• Klassieke P = Prijs;
• Klassieke P = Promotie;
• Moderne P = People;
• Moderne P = Process;
• Moderne P = Physical environment.
Biem Blok 2
, Marketing Facts 2021 – 2022 Jaarboek
Samenvatting Marketing 4
Theory of Planned Behaviour
Consumer Behaviour Ecosystem
Biem Blok 3
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