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Tentamen (uitwerkingen) 1.2 Marketing Principes van marketing, ISBN: 9789043034098
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Tentamen (uitwerkingen) 1.2 Marketing Principes van marketing, ISBN: 4098
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Samenvatting van International Marketing (LBVB20MES2)
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Tentamenstof Online Branding 1.2
H1: Het marketingproces................................................................................................................................ 4
1.1 Wat is marketing.................................................................................................................................. 4
1.2 Stap 1: Analyse................................................................................................................................... 5
1.3 Analyse op niveau van product/markt..................................................................................................6
1.4 Stap 2: Een marketingstrategie formuleren..........................................................................................7
1.5 Stap 3: Van marketingstrategie naar tactiek.........................................................................................7
1.6 Stap 4: Marketing implementeren en evalueren...................................................................................8
1.7 Het veranderde marketinglandschap...................................................................................................8
H2: De marketingomgeving............................................................................................................................ 9
De interne en externe analyse................................................................................................................... 9
2.1 Omgevingniveaus................................................................................................................................ 9
2.2 Interne analyse van de micro-omgeving...............................................................................................9
2.3 De meso-omgeving.............................................................................................................................. 9
2.4 De macro-omgeving........................................................................................................................... 11
Duurzame marketing................................................................................................................................ 11
De internationale marketingomgeving......................................................................................................12
,H4: Consumentengedrag............................................................................................................................. 13
4.1 Factoren die van invloed zijn op het consumentengedrag.................................................................13
4.1 Het besluitvormingsproces van de consument (koopgedrag).............................................................16
6.1 SWOT-analyse....................................................................................................................................... 18
H7: Marktgerichte Marketingstrategie........................................................................................................... 19
7.1 Expansie strategieen.......................................................................................................................... 19
H8: Klantgerichte marketingstrategie............................................................................................................ 21
8.1 Segmentatie....................................................................................................................................... 21
Kenmerken.............................................................................................................................................. 21
Segmenten onderzoeken......................................................................................................................... 21
8.2 Keuze van de doelgroep................................................................................................................... 21
Marktsegmenten beoordelen................................................................................................................... 21
Doelgroep selecteren: marktbenaderingsstrategie...................................................................................21
8.3 Differentiatie en positionering............................................................................................................. 22
H9: Product- dienst en merkbeleid...............................................................................................................23
9.1 Product.............................................................................................................................................. 23
9.2 Product- en dienstbeslissingen..........................................................................................................23
9.3 Productgroepbeslissing...................................................................................................................... 23
H10.4 Productlevenscyclusbeleid............................................................................................................ 26
11.1 De belangrijkste soorten prijszettingsbeleid.....................................................................................27
H14 Geïntegreerde marketingcommunicatie...............................................................................................29
, 14.1 Geïntegreerde marketingcommunicatie...........................................................................................29
14.1 Geïntegreerde marketingcommunicatie...........................................................................................29
14.3 Communicatiemiddelen.................................................................................................................... 30
14.4 Promotiebudget samenstellen.......................................................................................................... 30
Oefenvragen................................................................................................................................................. 31
Antwoorden.................................................................................................................................................. 33
, H1: Het marketingproces
1.1 Wat is 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”
De klant staat dus centraal! Marketing is NIET verkoop of reclame maken!
Klantwaarde leveren
Bestaat uit de volgende 3:
Deze geven belangrijke inzichten in het
formuleren van een marketingstrategie.
Marketingproces
Bestaat uit de volgende 4 stappen:
1. Analyse
2. Strategie
3. Tactiek
4. Implementatie
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