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Kennisclips Marketing Fundament - volledig
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Alle kennisclips van marketing fundament uitgebreid & overzichtelijk.
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Principes van marketing
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Summary Principes van marketing, ISBN: 9789043038065 Marketing
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InhoudsopgaveKennisclips week 1......................................................................................................................................... 2
Kennisclip 2: “het begrip marketing”...................................................................................................................2
Kennisclip 3: “het marketing(plannings)proces”..................................................................................................2
Kennisclips week 2......................................................................................................................................... 3
Kennisclip 1: “hoe bepaal je het startpunt voor analyse”....................................................................................3
Kennisclip 2: “Micro, Meso & Macro omgevingsniveaus”...................................................................................3
Kennisclip 3: “Hoe analyseer jij je eigen duurzame marketingbeleid”.................................................................5
Kennisclips week 3......................................................................................................................................... 6
Kennisclip 1: “Portfolio analyse”..........................................................................................................................6
Kennisclip 2: “SWOT analyse” (Strengths & weaknesses / Opportunities & threats)..........................................7
Kennisclips week 4......................................................................................................................................... 8
Kennisclip 1,2,3,4,5: “Groeistrategie van Ansoff”................................................................................................8
Kennisclips week 5....................................................................................................................................... 11
Kennisclip 1: “klantgerichte marketingstrategie – het STP model”...................................................................11
Kennisclip 2: “segmentatie”...............................................................................................................................11
Kennisclip 3: “targeting en positionering”.........................................................................................................12
Kennisclips week 6....................................................................................................................................... 12
Kennisclip 1: “P van product”.............................................................................................................................12
Kennisclip 2: “P van Prijs”...................................................................................................................................13
Kennisclip 3: “P van plaats”................................................................................................................................14
Kennisclip 4: “P van”..........................................................................................................................................14
Kennisclip 3: “P van promotie”...........................................................................................................................15
, Kennisclips week 1
Kennisclip 2: “het begrip marketing”
Marketing = het proces waarmee bedrijven waarde creëren voor de klant en sterke klantrelaties
opbouwen om in ruil daarvoor waarde van de klant te krijgen.
^balans zorgt ervoor dat je waarde terugkrijgt
Ook negatieve kant -> afspraken niet nakomen, ‘streekproduct’, milieubeloftes.
Kennisclip 3: “het marketing(plannings)proces”
Marketingproces gaat in 4 stappen:
1. Analyse
- Visie en missie
- Micro-, meso- en macro-omgeving
- Koopgedrag van consumenten en organisaties
- Portfolio- en SWOT-analyse
2. Strategie
- Marktgerichte strategie: marktexpansie en -positie
- Klantgerichte strategie: segmentatie, doelgroep keuze,
differentiatie en positieherkenning
- klantwaarde
3. Tactiek
- De vier P’s (product, prijs, plaats, promotie)
- Producten, diensten en merken
- Prijsbeleid
- Plaats: distributie
- Promotie: POEM-model
4. Implementatie en evaluatie (controleren en bijsturen)
- Organisatie
- PDCA-cyclus
- Controle
- Verantwoording
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