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MarketingDe Vos Margot
1CMB
2021-2022
1
,Inhoudsopgave
1 INLEIDING TOT DE MARKETING ............................................................................................................... 4
1.1 WAT IS MARKETING ................................................................................................................................... 4
1.2 HET MARKETINGPROCES ............................................................................................................................. 5
1.3 MARKETINGMANAGEMENTCONCEPTEN ......................................................................................................... 7
a. Productieconcept ................................................................................................................................. 7
b. Productconcept .................................................................................................................................... 7
c. Verkoopconcept ................................................................................................................................... 7
d. Marketingconcept ................................................................................................................................ 8
e. Maatschappelijk marketingconcept ..................................................................................................... 8
2 BEDRIJFS- EN MARKETINGSTRATEGIE ...................................................................................................... 9
2.1 STRATEGISCHE PLANNING: ROL VAN MARKETING ............................................................................................. 9
a. Missie en visie ...................................................................................................................................... 9
b. Doelstellingen..................................................................................................................................... 11
c. Activiteitenportfolio ........................................................................................................................... 11
2.2 MARKETING PLANNEN.............................................................................................................................. 12
a. Value chain van Porter ....................................................................................................................... 12
2.3 MARKETINGSTRATEGIE EN DE MARKETINGMIX............................................................................................... 13
a. Concurrentiestrategieën van Porter ................................................................................................... 13
b. Marketingmix ..................................................................................................................................... 14
2.4 MARKETINGMANAGEMENT ....................................................................................................................... 15
a. Omgevingsanalyse ............................................................................................................................. 15
b. Marketingplanning............................................................................................................................. 15
..................................................................................................................................................................... 15
c. Implementatie .................................................................................................................................... 15
d. Controle .............................................................................................................................................. 15
e. Marketingrendement ......................................................................................................................... 16
3 MARKETINGOMGEVING ........................................................................................................................ 17
3.1 MICRO-OMGEVING VAN HET BEDRIJF .......................................................................................................... 18
3.2 MESO-OMGEVING VAN HET BEDRIJF ........................................................................................................... 18
a. Klanten: vijf soorten afzetmarkten..................................................................................................... 19
b. B2C- en B2B-marketing (afnemers) .................................................................................................... 19
c. Leveranciers ....................................................................................................................................... 19
d. Tussenhandel en -personen ................................................................................................................ 19
e. Belangen- of publieksgroepen............................................................................................................ 19
f. Test-aankoop ..................................................................................................................................... 19
g. Concurrenten ...................................................................................................................................... 20
h. Strategische groepen ......................................................................................................................... 20
i. Vijfkrachtenmodel van Porter ............................................................................................................ 21
3.3 MACRO-OMGEVING VAN HET BEDRIJF ......................................................................................................... 21
4 MARKTONDERZOEK .............................................................................................................................. 22
5 KOOPGEDRAG VAN CONSUMENTEN ..................................................................................................... 23
5.1 CONSUMENTENMARKTEN EN CONSUMENTENGEDRAG .................................................................................... 23
a. Stimulus-responsmodel ...................................................................................................................... 23
b. Factoren die koopgedrag beïnvloeden ............................................................................................... 23
5.2 PERCEPTIE: SELECTIEPROCESSEN ................................................................................................................. 25
a. Selectieve kennisname ....................................................................................................................... 25
b. Selectieve aandacht ........................................................................................................................... 25
c. Selectieve waarneming ...................................................................................................................... 25
d. Selectief onthouden ........................................................................................................................... 25
e. Selectief aanvaarden .......................................................................................................................... 25
5.3 KOOPGEDRAG ........................................................................................................................................ 26
2
, a. Fasen in het koopgedrag .................................................................................................................... 26
b. Na de koop ......................................................................................................................................... 26
c. Adoptieproces .................................................................................................................................... 26
6 MARKTSEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ..................................................... 28
6.1 MARKTSEGMENTATIE............................................................................................................................... 28
a. Segmentatiecriteria voor de consumentenmarkt .............................................................................. 28
b. Bruikbare segmenten ......................................................................................................................... 28
6.2 DOELGROEPKEUZE = TARGETING ................................................................................................................ 29
a. Marktbenaderingsstrategie na doelgroepkeuze ................................................................................ 29
6.3 DIFFERENTIATIE EN POSITIONERING............................................................................................................. 30
7 PRODUCTEN, DIENSTEN EN MERKENSTRATEGIE................................................................................... 32
7.1 PRODUCTEN EN DIENSTEN......................................................................................................................... 32
7.2 CLASSIFICATIE VAN PRODUCTEN EN DIENSTEN ............................................................................................... 33
a. Consumentenproducten ..................................................................................................................... 33
b. Industriële producten ......................................................................................................................... 34
c. Overige ............................................................................................................................................... 34
7.3 PRODUCT- EN DIENSTENBESLISSINGEN ......................................................................................................... 34
a. Voor afzonderlijke producten ............................................................................................................. 34
b. Voor productlijnen (of productgroepen) ............................................................................................ 35
c. Product- en dienstbeslissingen ........................................................................................................... 36
7.4 MERKENSTRATEGIE ................................................................................................................................. 36
7.5 INNOVATIE EN ONTWIKKELING NIEUWE PRODUCTEN ....................................................................................... 36
7.6 PRODUCTLEVENSCYCLUSSTRATEGIEËN ......................................................................................................... 39
8 PRIJSBELEID........................................................................................................................................... 41
8.1 INTRO ................................................................................................................................................... 41
8.2 FACTOREN VAN BELANG BIJ PRIJSZETTING ..................................................................................................... 41
a. Interne factoren ................................................................................................................................. 41
b. Externe factoren ................................................................................................................................. 42
8.3 ALGEMENE PRIJSMETHODEN...................................................................................................................... 43
a. Kostengeoriënteerde prijszetting ....................................................................................................... 43
b. Vraaggeoriënteerde prijszetting ........................................................................................................ 43
c. Concurrentiegeoriënteerde prijszetting ............................................................................................. 43
8.4 PRIJSSTRATEGIE VOOR NIEUWE PRODUCTEN ................................................................................................. 43
a. Afroomprijsstrategie .......................................................................................................................... 43
b. Penetratieprijsstrategie ..................................................................................................................... 43
8.5 PRIJSSTRATEGIE VOOR HET ASSORTIMENT..................................................................................................... 43
8.6 PRIJSAANPASSINGSSTRATEGIEËN ................................................................................................................ 44
8.7 PRIJSWIJZIGINGEN ................................................................................................................................... 45
9 MAATSCHAPPELIJK VERANTWOORDE MARKETING .............................................................................. 47
9.1 IS MARKETING DUURZAAM ? ..................................................................................................................... 47
9.2 BURGERS EN OVERHEID AGEREN OM MARKETING TE REGULEREN....................................................................... 47
9.3 DUURZAME MARKETING ........................................................................................................................... 47
9.4 PEOPLE, PLANET, PROFIT ......................................................................................................................... 48
a. People: zorg voor mensen .................................................................................................................. 48
b. Planet: bijdrage aan een oplossing .................................................................................................... 49
c. Profit: scheppen van economische waarde ........................................................................................ 49
9.5 ONETHISCH GEDRAG BEDRIJVEN................................................................................................................. 49
3
, 1 Inleiding tot de marketing
1.1 Wat is marketing
Marketing bestaat uit het opbouwen van duurzame klantenrelaties op basis van klantenwaarde en
klanttevredenheid, en uiteindelijk klantloyaliteit.
Doel
- Nieuwe afnemers aantrekken door toegevoegde waarde te bieden
- Bestaande afnemers behouden door hen tevreden te stellen
Marketing is een sociaal en managementproces waarin individuen en groepen verkrijgen waaraan zij
behoefte hebben en wat zij wensen, door producten en waarde te creëren en deze met anderen uit
te wisselen.
Doel:
- waarde creëren voor klanten en in ruil waarde krijgen van klanten
Factoren die van invloed zijn op de marketingstrategie
4
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