Dit is een samenvatting van het handboek 'Principes van marketing' van H1 tem H16.
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Summary Principes van marketing, ISBN: 9789043038065 Marketing
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Inhoudsopgave
wat is marketing.......................................................................................................................................... 12
het marketingproces...........................................................................................................................................13
waarde halen uit klanten....................................................................................................................................20
stap 3: van marketingstrategie naar -tactiek................................................................................................. 21
de onzekere economische omgeving..................................................................................................................26
de online omgeving.............................................................................................................................................26
de groei van non-profitmarketing.......................................................................................................................27
logica & emotie in marketing....................................................................................................................... 27
de meso-omgeving....................................................................................................................................... 30
concurrenten.......................................................................................................................................................33
stap 1: de concurrenten van het bedrijf vaststellen.......................................................................................33
stap 2: de doelstellingen van de concurrenten bepalen.................................................................................34
stap 3: de strategieën van de concurrenten vaststellen.................................................................................34
stap 4: de sterke en zwakke punten van de concurrenten inschatten...........................................................34
stap 5: de reactiepatronen van de concurrenten inschatten.........................................................................35
stap 6: beslissen welke concurrenten je wilt aanvallen/ uit de weg gaan......................................................35
het vijfkrachtenmodel van porter.......................................................................................................................35
de macro-omgeving..................................................................................................................................... 36
de demografische omgeving...............................................................................................................................36
de politiek-juridische omgeving..........................................................................................................................39
andere (plotse) omgevingsfactoren....................................................................................................................39
de noodzaak tot duurzame marketing.......................................................................................................... 40
externe oomgevingsfactoren en duurzaamheid.................................................................................................40
interne (micro-) omgeving en duurzaamheid.....................................................................................................41
ethische dilemma’s en verantwoord bestuur......................................................................................................41
de internationale marketingomgeving.......................................................................................................... 41
de externe omgeving in een internationale context...........................................................................................42
het internationale handelssysteem................................................................................................................42
economische omgeving...................................................................................................................................42
politiek-juridische omgeving...........................................................................................................................43
culturele omgeving..........................................................................................................................................44
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, de interne omgeving in een internationale context............................................................................................44
marketinginfo en klanteninzicht................................................................................................................... 46
het onderzoeksplan opstellen.............................................................................................................................49
de onderzoeksmethode bepalen.........................................................................................................................49
secundaire info verzamelen middels desk research.......................................................................................49
primaire info verzamelen middels field research...........................................................................................49
kwalitatief onderzoek......................................................................................................................................51
kwantitatief onderzoek...................................................................................................................................51
contactmethoden voor enquêteonderzoek....................................................................................................51
de steekproeftrekking.....................................................................................................................................52
onderzoeksinstrumenten................................................................................................................................53
interpretatie en rapportage................................................................................................................................54
de marktvraag bepalen................................................................................................................................ 55
de potentiële markt.............................................................................................................................................55
de totale marktvraag..........................................................................................................................................55
voorspellen van de toekomstige vraag...............................................................................................................55
specifieke toepassingen van marktonderzoek.............................................................................................. 56
marketinginformatie van klanten analyseren....................................................................................................56
marketinginformatie verspreiden en gebruiken.................................................................................................56
marktonderzoek in kleine bedrijven en non-profitorganisaties..........................................................................56
regelgeving en ethiek in marktonderzoek..........................................................................................................57
factoren die van invloed zijn op het consumentengedrag.............................................................................58
het stimulus-responsmodel.................................................................................................................................58
, Leren................................................................................................................................................................62
Overtuigingen en attitudes.............................................................................................................................62
het besluitvormingsproces vd consument.................................................................................................... 63
fasen in het koopgedrag.....................................................................................................................................63
klantreis en contactpunten.................................................................................................................................65
besluitvorming bij de aankoop van nieuwe producten..................................................................................65
fasen in het adoptieproces..................................................................................................................................65
verschillen in het adopteren van innovaties.......................................................................................................66
invloed van producteigenschappen op de adoptiesnelheid................................................................................66
marktstructuur en vraag.....................................................................................................................................67
de aard van de decision-making unit (DMU)......................................................................................................68
soorten beslissingen en het besluitvormingsproces...........................................................................................68
de digitale omgeving...........................................................................................................................................68
het koopgedrag van organisaties.................................................................................................................. 68
wat zijn de belangrijkste soorten koopsituaties.................................................................................................69
wie neemt deel aan het koopproces van organisaties........................................................................................70
wat zijn de belangrijkste invloeden op bedrijfsinkopen......................................................................................70
hoe komen bedrijfsinkopers tot hun beslissing.............................................................................................71
e-procurement: kopen via internet.....................................................................................................................71
institutionele en overheidsmarkten............................................................................................................. 72
van analyse naar strategie........................................................................................................................... 73
de bedrijfsprotfolio vaststellen en analyseren....................................................................................................73
de bcg-matrix = boston-matrix = marktgroei-/ marktaandeelmatrix................................................................73
de maba-matrix..................................................................................................................................................74
de ontwikkelingsmatrix van ansoff.....................................................................................................................77
de concentratiestrategieën van porter...............................................................................................................78
de waardestrategieën van treacy en wiersema..................................................................................................78
blue ocean -en red ocean-strategieën................................................................................................................78
business model canvas en value proposition design..........................................................................................79
expansie naar buitenlandse markten.................................................................................................................80
segmentatiecriteria voor de consumentenmarkt...............................................................................................83
geografische segmentatie...............................................................................................................................83
demografische segmentatie............................................................................................................................83
psychografische segmentatie..........................................................................................................................84
gedragssegmentatie........................................................................................................................................84
segmentatie van businessmarkten.....................................................................................................................84
segmentatie van internationale markten...........................................................................................................84
vereisten voor goede segmentatie......................................................................................................................84
keuze van de doelgroep............................................................................................................................... 85
differantiatie en positionering...................................................................................................................... 87
een differentiatie en positioneringsstrategie kiezen...........................................................................................87
mogelijke waardeverschillen en concurrentievoordelen vaststellen (stap 1).....................................................87
de juiste concurrentievoordelen kiezen (stap 2).................................................................................................87
de positioneringsstrategie kiezen en implementeren (stap 3)............................................................................89
gevolgen voor de marketingmix.........................................................................................................................89
wat is een product...............................................................................................................................................90
producten diensten en ervaringen......................................................................................................................90
beslissingen over afzonderlijke producten en diensten......................................................................................92
product- en dienstkenmerken.........................................................................................................................92
productfuncties...............................................................................................................................................93
stijl en productontwerp...................................................................................................................................93
beslissingen over de lengte van de productgroep..............................................................................................93
beslissingen over het assortiment.......................................................................................................................94
kenmerken van diesnten en gevolgen voor de marketing..................................................................................94
marketing van diensten............................................................................................................................... 95
de 3 extra p’s.......................................................................................................................................................95
de winstketen van de dienstverlening................................................................................................................95
zich onderscheiden van de concurrentie.............................................................................................................96
de ontwikkeling van nieuwe producten...................................................................................................... 102
het proces van de ontwikkeling van nieuwe producten..............................................................................102
strategie voor nieuwe producten......................................................................................................................103
het genereren van ideeën.................................................................................................................................103
ontwikkeling en testen van het concept...........................................................................................................103
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