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Samenvatting Marketing Schakeljaar Handelswetenschappen
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Volledige samenvatting Marketing gegeven door Wim Lagae. (zonder gastcolleges) Geslaagd in eerste zit.
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MarketingInhoudsopgave
1 Marketingproces ..................................................................................................................................... 6
1.1 Wat is marketing?.......................................................................................................................................... 6
1.2 Stap 1: analyse ............................................................................................................................................... 6
Definiëren van de missie ................................................................................................................................. 6
Stap 1: uitgangspunten voor analyse .............................................................................................................. 7
1.3 Analyse op niveau van product/markt........................................................................................................... 7
Ruil is de kern van marketing .......................................................................................................................... 8
Wat is een markt? ........................................................................................................................................... 8
Wie zijn klanten? ............................................................................................................................................. 8
De waardeketen .............................................................................................................................................. 8
Kernbegrippen................................................................................................................................................. 9
1.4 Stap 2: een marketingstrategie formuleren .................................................................................................. 9
Waarde halen uit de klanten door .................................................................................................................. 9
1.5 Stap 3: van marketingstrategie naar tactiek ............................................................................................... 10
Waardepositie ............................................................................................................................................... 10
Een geïntegreerd marketingprogramma ...................................................................................................... 10
Relatiemanagement ...................................................................................................................................... 11
Klantenrelaties opbouwen ............................................................................................................................ 11
Partnerrelatiemanagement .......................................................................................................................... 11
1.6 Stap 4: marketing implementeren en evalueren ......................................................................................... 11
1.7 Het veranderende marketinglandschap ...................................................................................................... 12
Productieconcept: 1900 ................................................................................................................................ 12
Productconcept: 1915 ................................................................................................................................... 12
Verkoopconcept: 1930 .................................................................................................................................. 12
Marketingconcept: 1960 ............................................................................................................................... 12
Vergelijking verkoop- en marketingconcept ................................................................................................. 13
Maatschappelijk marketingconcept: 1975 ................................................................................................... 13
Veranderende marketinglandschap ............................................................................................................. 13
1.8 logica en intuïtie in marketingbeleid ........................................................................................................... 13
3 Marketinginformatie en klanteninzicht ................................................................................................... 13
3.1 Marketinginformatie en klantinzicht ........................................................................................................... 13
3.2 Marketinginformatiesysteem ...................................................................................................................... 14
Marketing intelligence .................................................................................................................................. 14
3.3 Marktonderzoek........................................................................................................................................... 14
Stappen van marktonderzoek ....................................................................................................................... 15
Stap 1: probleemstelling ............................................................................................................................... 15
Stap 2: onderzoeksplan ................................................................................................................................. 16
Stap 3: onderzoeksmethode ......................................................................................................................... 16
Methodologische triangulatie ....................................................................................................................... 16
Primaire informatie ....................................................................................................................................... 17
Verdieping: primaire informatie verzamelen via kwalitatieve onderzoeksmethode ......................................... 17
1. Waarom kwalitatieve onderzoeksdesign? ................................................................................................ 17
1
, Primaire informatie verzamelen via kwantitatief onderzoek ............................................................................ 17
Steekproef ..................................................................................................................................................... 18
Kanssteekproeftrekking ................................................................................................................................ 18
Niet-kanssteekproef ...................................................................................................................................... 19
Onderzoeksinstrumenten ............................................................................................................................. 19
Verdieping: triangulatie ..................................................................................................................................... 19
Data triangulatie ........................................................................................................................................... 20
Onderzoeker triangulatie .............................................................................................................................. 20
Theorie triangulatie....................................................................................................................................... 20
Stap 4: implementatie, interpretatie, rapportage ........................................................................................ 21
3.4 de marktvraag bepalen................................................................................................................................ 21
Primaire vs selectieve vraag .......................................................................................................................... 21
Totale marktvraag DCG ................................................................................................................................. 21
Penetratiegraad (PG) .................................................................................................................................... 21
Marktaandeel ................................................................................................................................................ 22
Formule van Parfitt & Collins ........................................................................................................................ 22
Voorspelling toekomstige vraag ................................................................................................................... 22
3.5 Specifiele toepassingen ................................................................................................................................ 22
Regelgeving en ethiek in marktonderzoek ................................................................................................... 22
Enkele kernbegrippen ................................................................................................................................... 23
4 Consumentengedrag .............................................................................................................................. 23
4.1 Factoren die van invloed zijn op het consumentengedrag .......................................................................... 23
Stimulus-responsmodel ................................................................................................................................ 23
Neuromarketing ............................................................................................................................................ 24
Factoren die het consumentengedrag bepalen ............................................................................................ 24
4.2 Besluitvormingsproces van de consument................................................................................................... 27
Fasen in koopgedrag ..................................................................................................................................... 28
4.3 Besluitvorming bij aankoop nieuwe producten ........................................................................................... 29
Adoptie van nieuwe producten .................................................................................................................... 29
Invloed van producteigenschappen op de adoptiesnelheid......................................................................... 30
5 B2B Marketing ....................................................................................................................................... 30
5.1 Businessmarkten .......................................................................................................................................... 30
5.2 het koopgedrag van organisaties ................................................................................................................ 31
5.3 Hoe nemen bedrijfsinkopers hun inkoopbeslissing? .................................................................................... 32
5.4 Institutionele en overheidsmarkten ............................................................................................................. 32
8. klantgerichte marktstrategie ................................................................................................................. 32
8.1 marktsegmentatie........................................................................................................................................ 32
Doelgroepkeuze en differentiatie ................................................................................................................. 33
Positionering ................................................................................................................................................. 33
De 4 stappen van marktsegmentatie, doelgroepenkeuze en positionering ................................................ 33
Persona’s ....................................................................................................................................................... 33
Segmentatiecriteria voor B2B-markten ........................................................................................................ 33
Segmentatie van internationale markten ..................................................................................................... 34
Vereisten voor effectieve segmentatie......................................................................................................... 34
8.2 keuze van de doelgroep ............................................................................................................................... 34
Doelgroep selecteren .................................................................................................................................... 34
Sociaal verantwoorde doelgroepmarketing ................................................................................................. 35
Differentiatie en positionering...................................................................................................................... 35
2
, De juiste concurrentieverschillen kiezen ...................................................................................................... 35
Mogelijke waardepercepties ........................................................................................................................ 36
9. Product, dienst en merkbeleid ............................................................................................................... 37
9.1 Product ......................................................................................................................................................... 37
Tastbaar product ........................................................................................................................................... 37
Uitgebreid product ........................................................................................................................................ 37
Indeling van producten ................................................................................................................................. 38
9.2 product- en dienstbeslissing......................................................................................................................... 38
9.2.1 beslissingen over afzonderlijke producten: ......................................................................................... 38
9.2.2 merkbeslissingen: voordelen van merken ........................................................................................... 38
9.2.3 verpakking ............................................................................................................................................ 39
9.2.4 etiketteringsbeslissingen ..................................................................................................................... 39
9.2.5 beslissingen over productondersteunende diensten .......................................................................... 39
9.3 productgroepbeslissingen ............................................................................................................................ 39
9.4 diensten ........................................................................................................................................................ 40
Het wezen en kenmerken van diensten ....................................................................................................... 40
Dienstenmarketingmanagement .................................................................................................................. 41
Hoe zich onderscheiden van de concurrentie? ............................................................................................ 41
Marktstrategieën voor dienstverlenende bedrijven .................................................................................... 41
Net promotor score ...................................................................................................................................... 42
Merkgevingsstrategie: sterke merken opbouwen ........................................................................................ 42
Merkstrategie ................................................................................................................................................ 43
Toepassingen van marktonderzoek .............................................................................................................. 44
10. productontwikkeling en levenscyclusstrategieën .................................................................................. 44
10.1 de ontwikkeling van nieuwe producten ..................................................................................................... 44
10.2 het proces van de ontwikkeling van nieuwe producten ............................................................................ 44
10.3 het management van nieuwe productontwikkeling .................................................................................. 45
10.4 productlevenscyclusbeleid ......................................................................................................................... 45
Productlevenscyclusstrategieën ................................................................................................................... 46
14. geïntegreerde marketingcommunicatiestrategie .................................................................................. 47
14.1 geïntegreerde marketingcommunicatie .................................................................................................... 47
14.2 effectieve marketingcommunicatie ........................................................................................................... 47
Stappen bij het ontwikkelen van effectieve communicatie ......................................................................... 47
14.3 communicatiemiddelen ............................................................................................................................. 48
De promotiemix ............................................................................................................................................ 48
14.4 het promotiebudget samenstellen............................................................................................................. 48
14.5 direct marketing......................................................................................................................................... 49
Klantenbestanden en direct marketing ........................................................................................................ 49
Overheidsbeleid en ethische kwesties in direct marketing .......................................................................... 50
14.6 maatschappelijk verantwoorde communicatie ......................................................................................... 50
12 distributiebeleid .................................................................................................................................. 50
Value delivery network ...................................................................................................................................... 50
Circulaire economie............................................................................................................................................ 50
Distributiekanaal................................................................................................................................................ 50
3
, Waarom tussenschakels? .................................................................................................................................. 50
Gedrag in het distributiekanaal ......................................................................................................................... 50
Verticaal managementsysteem ......................................................................................................................... 51
Franchising .................................................................................................................................................... 51
Horizontale marketingsystemen ........................................................................................................................ 52
Soorten distributiekanalen................................................................................................................................. 52
Het aantal tussenhandelaren ............................................................................................................................ 52
Marketinglogistiek en ketenmanagement ........................................................................................................ 52
Primaire logistieke functies ................................................................................................................................ 52
Geïntegreerd logistiek management ................................................................................................................. 53
Kernbegrippen.................................................................................................................................................... 53
13 detailhandel en groothandel ................................................................................................................ 53
Soorten marketing ............................................................................................................................................. 53
Indeling detaillisten ............................................................................................................................................ 53
Segmentatie, doelgroepbepaling en positionering ............................................................................................ 54
3 extra P’s........................................................................................................................................................... 54
Enkele elementen marketingmix ....................................................................................................................... 54
Detailhandelstrends ........................................................................................................................................... 54
Groothandel ....................................................................................................................................................... 55
Soorten groothandelaren................................................................................................................................... 55
Trends in de groothandel ................................................................................................................................... 56
15. betaalde media ................................................................................................................................... 56
Reclame.............................................................................................................................................................. 56
Online reclame ................................................................................................................................................... 56
Het opzetten van een reclamecampagne .......................................................................................................... 56
Doelstellingen formuleren ............................................................................................................................ 56
Het reclamebudget vaststellen ..................................................................................................................... 57
Reclamestrategie .......................................................................................................................................... 57
De evaluatie van de reclame en de rentabiliteit van de reclame-investering .............................................. 57
Reclame organiseren..................................................................................................................................... 57
Sales promotions................................................................................................................................................ 58
Sales promotions programma opzetten ....................................................................................................... 58
Zoekmachinemarketing ..................................................................................................................................... 58
Andere vormen van betaalde media.................................................................................................................. 58
Affilliate marketing........................................................................................................................................ 58
Direct mail ..................................................................................................................................................... 58
Narrowcasting ............................................................................................................................................... 58
Mobiele marketing ........................................................................................................................................ 58
Ambush marketing............................................................................................................................................. 59
Verschijningsvormen..................................................................................................................................... 59
Negatieve perceptie ...................................................................................................................................... 59
Juridische actie .............................................................................................................................................. 60
Wettelijke bescherming ................................................................................................................................ 60
4
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