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Samenvatting Marketing (tweede jaar Handelswetenschappen Antwerpen)
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Samenvatting van het bachelor vak Marketing. Samenvatting van boek, lessen en powerpoints. Prof: Wim Lagae Behaalde punt: 16
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Inhoudstafel marketingContents
Hoofdstuk 1: Marketingproces...............................................................................................................8
1.1 Wat is marketing ?........................................................................................................................8
Het marketingproces..........................................................................................................................8
1.2 Stap 1: analyse..............................................................................................................................9
1.2.1 Niveau van planning..............................................................................................................9
1.2.2 De visie en missie...................................................................................................................9
1.2.3 Van missiestatement marktafbakening................................................................................9
1.2.4 Doelstellingen......................................................................................................................10
1.3 Analyse op niveau van product/markt........................................................................................11
1.3.1 Het marketingaanbod..........................................................................................................11
1.3.2 Ruil is de kern van marketing...............................................................................................12
1.3.3 Wat is een markt ?...............................................................................................................12
1.3.4 De waardeketen...................................................................................................................13
1.3.5 Kernbegrippen.....................................................................................................................13
1.4 Stap 2: Een marketingstrategie formuleren................................................................................13
1.4.1 Een doelgroep kiezen...........................................................................................................13
1.4.2 Waardepositie kiezen..........................................................................................................14
1.4.3 Waarde halen uit klanten....................................................................................................14
1.5 Stap 3: van marketingstrategie naar -tactiek..............................................................................16
1.5.1 Een geïntegreerd marketingprogramma..............................................................................16
1.5.2 Relatiemanagement.............................................................................................................16
1.6 Stap 4: marketing implementeren en evalueren (IMPLEMENTATIE)..........................................18
1.6.1 Organisatie van de marketingafdeling + Controle +Verantwoording en rendement...........18
1.7 Het veranderende marketinglandschap.....................................................................................18
1.7.1 Marketingmanagementconcepten......................................................................................18
Begrippen: klantrelaties opbouwen..................................................................................................20
Het veranderen marketinglandschap: trend 1..............................................................................20
Het veranderen marketinglandschap: trend 2..............................................................................20
Het veranderen marketinglandschap: trend 3..............................................................................20
Het veranderen marketinglandschap: trend 4..............................................................................20
Het veranderen marketinglandschap: trend 5..............................................................................21
1
, 1.8 logica en intuïtie in marketingbeleid..........................................................................................21
Hoofdstuk 2 : Economische omgeving..................................................................................................21
2.1 Omgevingsniveaus......................................................................................................................21
2.2 Interne analyse van de micro-omgeving.....................................................................................22
2.3 De meso-omgeving.....................................................................................................................22
2.4 De macro-omgeving....................................................................................................................22
2.5 Duurzame marketing..................................................................................................................22
2.6 Enkele begrippen........................................................................................................................22
Hoofdstuk 3 : Marktonderzoek.............................................................................................................23
3.1 Marketinginformatie en inzicht in klantgedrag...........................................................................23
3.1.1 Het marketinginformatiesysteem = MIS..............................................................................24
3.1.2 Bronnen van onderzoek.......................................................................................................24
3.2 Marktonderzoek.....................................................................................................................24
3.2.1 Stappen van marktonderzoek..............................................................................................25
Stap 1: probleemstelling...............................................................................................................25
Stap 2: onderzoeksplan................................................................................................................25
Stap 3: onderzoeksmethode.........................................................................................................25
Stap 4: Implementatie, interpretatie, rapportage........................................................................25
3.3 De marktvraag bepalen..............................................................................................................26
3.3.1 Totale marktvraag DuurzameConsumentenGoederen (DCG)..............................................26
3.3.2 Penetratiegraad (PG)...........................................................................................................26
3.3.3 Marktaandeel......................................................................................................................27
3.3.4 Voorspelling toekomstige vraag...........................................................................................27
3.4 Specifieke toepassingen van marktonderzoek............................................................................27
3.4.1 Regelgeving en ethiek in marktonderzoek...........................................................................27
3.5 Enkele begrippen........................................................................................................................27
3.5.1 MMC = marketing mini case................................................................................................28
Hoofdstuk 4: consumentengedrag.......................................................................................................28
4.1 Inleiding......................................................................................................................................28
4.1.1 Consumenten......................................................................................................................28
4.1.2 Stimulus-responsmodel.......................................................................................................28
4.1.3 Neuromarketing, Vb. Eyetracking (Clinisch onderzoek).......................................................29
4.2 Factoren die van invloed zijn op het consumentengedrag.........................................................29
4.2.1 Culturele factoren................................................................................................................29
4.2.2 Sociale factoren...................................................................................................................30
4.2.3 Persoonlijke factoren...........................................................................................................30
2
, 4.2.4 Psychologische factoren......................................................................................................31
4.3 Het besluitvormingsproces van de consument...........................................................................33
4.3.1 Fasen in koopgedrag............................................................................................................34
4.4 Besluitvorming bij de aankoop van nieuwe producten...............................................................34
4.4.1 Adoptie van nieuwe producten Model van Rogers..............................................................35
4.4.2 Kenmerken van belang voor adoptiesnelheid......................................................................35
Hoofdstuk 5: Business-to-businessmarketing.......................................................................................35
5.1 Businessmarkten........................................................................................................................35
5.2 Het koopgedrag van organisaties...............................................................................................36
De belangrijkste soorten koopsituaties:.......................................................................................37
DMU of inkoopcentrum................................................................................................................37
5.3 Hoe nemen bedrijfsinkopers hun koopbeslissing?.....................................................................39
5.4 Institutionele en overheidsmarkten...........................................................................................39
Hoofdstuk 8: klantgerichte marketingstrategie....................................................................................40
8.1 Marktsegmentatie......................................................................................................................40
8.1.1 De 4 stappen van marktsegmentatie, doelgroepenkeuze en positionering.........................40
8.1.2 Marktsegmentatiecriteria voor gebruikersmarkten (tabel 8.1)...........................................40
8.1.3 Segmentatiecriteria voor B2B-markten...............................................................................41
8.1.4 Segmentatie van internationale markten............................................................................42
8.1.5 Vereisten voor effectieve segmentatie................................................................................42
8.2 Keuze van de doelgroep (targetting)...........................................................................................42
8.2.1 Doelgroep selecteren : Marktbendaringsstrategieën..........................................................42
8.2.2 Sociaal verantwoorde doelgroepmarketing.........................................................................43
8.3 Differentiatie en positionering....................................................................................................43
8.3.1 De juiste concurrentieverschillen kiezen.............................................................................44
8.3.2 Het waarde-aanbod.............................................................................................................45
Hoofdstuk 9: Product-, dienst- en merkbeleid......................................................................................47
9.1 Product.......................................................................................................................................47
9.1.1 Kernproduct (core product).................................................................................................47
9.1.2 Tastbaar product (tangible product)....................................................................................47
9.1.3 Uitgebreid product (augmented product)...........................................................................47
9.1.4 Indelingen van consumentenproducten..............................................................................48
9.2 Product- en dienstbeslissingen...................................................................................................49
9.2.1 Productbeslissing.................................................................................................................49
9.2.2 Merkbeslissing.....................................................................................................................49
9.3 Productgroepbeslissingen...........................................................................................................50
3
, 9.4 Diensten......................................................................................................................................50
9.4.1 Het wezen en kenmerken van diensten...............................................................................50
9.5 Marketing van diensten..............................................................................................................51
9.5.1 De winstketen van de dienstverlening.................................................................................51
9.5.2 Marketingstrategieën voor dienstverlenende bedrijven.....................................................51
9.5.3 Kwaliteitsperceptie diensten...............................................................................................52
9.6 Merkbeleid: sterke merken opbouwen p 289.........................................................................52
9.6.1 Belangrijkste merkbeslissing................................................................................................53
9.6.2 Vier soorten merkbeleid......................................................................................................53
9.6.3 Merkenmanagement / merken beheren.............................................................................54
Intermezzo: De transformative van sponsoring....................................................................................54
i.1 groei xp marketing en sponsoring................................................................................................54
i.1.1 De belevenissenrevolutie: maatschappelijk grondslagen: factoren......................................54
i.1.2 Klant zoekt vandaag naar betekenisvolle belevenissen (=experience).................................54
i.1.3 Sponsoring............................................................................................................................55
i.1.4 Sponsoring als strategisch instrument binnen marketingcommunicatie..............................55
i.2 hobbyistische sponsoring.............................................................................................................56
i.2.1 Kenmerken hobbyistische sponsoring..................................................................................56
i.3 Activerende sponsoring...............................................................................................................56
i.3.1 Kenmerken geïntegreerde sponsoring..................................................................................56
i.4 cbt-sponsoring.............................................................................................................................56
i.4.1 Kenmerken cbt-sponsoring...................................................................................................57
i.4.2 Kenmerken cbt-sportsponsoring...........................................................................................57
i.4.3 Disruptie...............................................................................................................................57
1) Conversatiesponsoring.............................................................................................................57
2) Belevingssponsoring.................................................................................................................57
3) Terugverdiensponsoring...........................................................................................................57
Ter Afronding....................................................................................................................................58
Hoofdstuk 10: Productontwikkeling en levenscyclusstrategieën.........................................................58
10.1 De ontwikkeling van nieuwe producten...................................................................................58
10.1.1 Waarom nieuwe producten ?............................................................................................58
10.1.2 De ontwikkeling van nieuwe producten............................................................................58
10.2 Het proces van de ontwikkeling van nieuwe producten...........................................................59
10.2.1 Ideeën genereren..............................................................................................................59
10.2.2 Ideeën screenen................................................................................................................59
10.2.3 Ontwikkeling en testen van het concept:..........................................................................59
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