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Samenvatting Grondslagen van de marketing
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Samenvatting van het boek grondslagen van de marketing. Hoofdstuk 1, 2, 3, 4, 6, 7, 8, 12, 13
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By: CDaniell • 5 year ago
By: anoukkorendijk • 5 year ago
By: ariansevok • 8 year ago
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HMMC 3 – Grondslagen van de marketingHoofdstuk 1, 2, 3, 4, 6, 7, 8, 12 en 13
Hoofdstuk 1: Wat is marketing?
Definitie: ‘marketing is de, op de behoeften en wensen van de
afnemer afgestemde, ontwikkeling, prijsbepaling, promotie en
distributie van producten en diensten teneinde planmatig
ruiltransacties te creëren waarmee organisaties en personen
hun doelstellingen trachten te realiseren.’
Marketing = ruil tussen product en iets anders van waarde.
Verkoper geeft het product en de gebruiker geeft er iets voor
terug. (Geld, klusje, aanbeveling)
1.1.3 De marketingmix
Marketingmix
• Product: fysieke product en overige factoren, b.v. imago, garantie…
– Convenience good, shopping good, specialty good
• Prijs: afroom of prijspenetratiestrategie
• Plaats: intensieve-, selectieve- of exclusieve distributie
• Promotie: PLC = productlevenscyclus, bestaat uit 4 fasen:
1: introductiefase (smartwatch)
2: groeifase (elektrische auto)
3: volwassenheid (smartphone)
4: neergang (CD, mp3)
1.1.4 Doelgroepkeuze en het ruilproces
, 1.2 Commerciële economie of marketing
1.2.1 Plaatsbepaling 1.2.2 Andere wetenschappen
• Algemene economie • Psychologie
• Bedrijfseconomie • Sociologie
• Commerciële economie
1.3 Micro-meso-macro omgeving
Micro = directe omgeving
Meso = netwerk
Macro = maatschappij
DESTEP = demografisch,
economisch, sociaal, technologisch,
ecoogisch, politiek
1.3.2 Bedrijfskolom (mesomarketing)
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