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Samenvatting Marketing - 1WBV
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1Inhoudsopgave
1. DE BETEKENIS VAN MARKETING ............................................................................................................ 4
1.1 DEFINITIE .............................................................................................................................................. 4
1.2 VERSCHIL MARKETING, RECLAME, VERKOOP? .................................................................................... 4
1.3 MARKETING ALS EEN VERZAMELING VAN ACTIVITEITEN ..................................................................... 5
1.3.1 MARKETINGMIX (= 4P’S).................................................................................................................. 5
1.4 WAARDE ALS CENTRAAL BEGRIP IN MARKETING ................................................................................. 5
1.5 ONTWIKKELEN MARKETINGGEDACHTE................................................................................................ 6
1.5.1 HET NIEUWE TIJDPERK .................................................................................................................... 6
1.6 MARKETINGETHIEK EN SOCIALE VERANTWOORDELIJKHEID ................................................................ 6
1.6.1 kritiek op marketing ........................................................................................................................ 6
2. STRATEGISCHE MARKETING PLANNING ................................................................................................. 7
2.1 STAPPEN: .............................................................................................................................................. 7
STAP 1: visie en missie formuleren ................................................................................................................ 7
STAP 2: swot analyse ..................................................................................................................................... 7
STAP 3 : doelstelling formuleren.................................................................................................................... 9
STAP 4: activiteitenportfolio samenstellen .................................................................................................... 9
2.2 MANAGEN VAN ACTIVITEITENPORTFOLIO: ........................................................................................ 10
2.2.1 PRODUCT LEVENSCYCLUS (PRODUCT LIFE CYCLE) (PLC)................................................................ 10
2.2.2 ANALYSE BESTAANDE PORTFOLIO ................................................................................................. 10
2.2.3 Vormgeven toekomstige portfolio ................................................................................................ 11
2.2.4 Concurrentiestrategieën van Porter .............................................................................................. 12
3. SIGMENTATIE, TARGETING, POSITIONERING ............................................................................................. 13
3.1 MARKTSEGMENTATIE......................................................................................................................... 14
3.1.1 Geografische sigmentatie .............................................................................................................. 14
3.1.2 demografische segmentatie .......................................................................................................... 14
3.1.3 psychografische segmentatie ........................................................................................................ 14
3.1.4 Gedragssegmentatie...................................................................................................................... 14
3.1.5 Segmentatie volgens behoeften van de markt.............................................................................. 15
3.2 TARGETING/ DOELGROEPKEUZE ........................................................................................................ 15
3.2.1 Stap 1: segmenten beoordelen ..................................................................................................... 15
3.2.2 Stap 2: doelmarkten selecteren .................................................................................................... 15
3.3 POSITIONERING .................................................................................................................................. 17
3.3.1 Positioneringsstrategie kiezen ....................................................................................................... 17
3.3.2 Positioneringsdimensies ................................................................................................................ 17
3.3.3 Valkuilen bij positionering ............................................................................................................. 18
3.3.4 Positioneringsstrategie ontwikkelen ............................................................................................. 18
3.3.5 Herpositionering ............................................................................................................................ 18
4. PRODUCTBELEID .................................................................................................................................. 19
4.1 WAT IS EEN PRODUCT? ...................................................................................................................... 19
4.1.1 Product definitie ............................................................................................................................ 19
4.2 PRODUCT NIVEAUS............................................................................................................................. 20
4.3 SOORTEN PRODUCTEN ....................................................................................................................... 21
, 2
4.3.1 INDELING OBV DUURZAAMHEID OF TASTBAARHEID .................................................................... 21
4.3.2 INDELING VOLGENS TYPE AFNEMER ............................................................................................. 21
4.3.3 DIENSTEN ....................................................................................................................................... 22
4.4 ASSORTIMENTSBESLISSING ................................................................................................................ 23
4.4.1 DEFINITIES ..................................................................................................................................... 23
4.4.2 BESLISSINGEN OVER ASSORTIMENT/PRODUCTMIX ...................................................................... 23
4.5 PRODUCTBELISSINGEN ....................................................................................................................... 24
4.5.1 KWALITEIT, GARANTIE, SERVICE .................................................................................................... 24
4.6 MERKEN BELEID.................................................................................................................................. 24
4.6.1 MERKEN MET EEN HOGE BRAND AWARENESS ............................................................................. 24
4.6.2 NOOD AAN STERKE BRAND IDENTITY ............................................................................................ 24
4.6.3 FUNCTIES ....................................................................................................................................... 25
4.6.4 ASPECTEN VH MERK ...................................................................................................................... 25
4.6.5 SOORTEN MERKEN ........................................................................................................................ 25
4.6.6 MERKNIVEAUS ............................................................................................................................... 26
4.6.7 VERPAKKING - FUNCTIES ............................................................................................................... 26
5. PRIJSBELEID ......................................................................................................................................... 27
5.1 BELANGRIJKE OVERWEGINGEN IN DE PRIJSZETTING .................................................................... 27
5.2 FACTOREN DIEVAN BELANG ZIJN BIJ PRIJSZETTING ...................................................................... 27
5.3 PRIJSSTRATEGIEËN ............................................................................................................................. 28
5.3.1 ACTIEF OF PASSIEF ......................................................................................................................... 28
6. DISTRIBUTIEBELEID .............................................................................................................................. 35
6.1 HET BELANG VAN DISTRIBUTIE ................................................................................................................... 35
6.1.1 FUNCTIES ............................................................................................................................................ 35
6.1.2 DOEL.................................................................................................................................................... 36
6.2 DISTRIBUTIEKANAAL ................................................................................................................................... 36
6.2.1 DISTRIBUTIEKANAAL MET OF ZONDER TUSSENKANAAL..................................................................... 36
6.2.2 KLASSIEKE DISTRIBUTIEKANAAL.......................................................................................................... 37
6.2.2 ONDERNEMINGEN DIE EEN ROL SPELEN IN DISTRIBUERENDE HANDEL ............................................. 37
6.2.3 LENGTE VAN HET DISTRIBUTIEKANAAL .............................................................................................. 38
6.2.4 DISTRIBUTIESTRUCTUUR..................................................................................................................... 38
6.2.5 HYBRIDE MARKETINGKANALEN/MULTICHANNELING ........................................................................ 38
6.3 DISTRIBUTIE – INTENSITEIT ......................................................................................................................... 38
6.3.1 DISTRIBUTIE STRATEGIE ...................................................................................................................... 39
6.4 DETAILHANDEL ........................................................................................................................................... 40
6.4.1 SOORTEN DETAILLISTEN/ DETAILHANDEL .......................................................................................... 40
6.4.2 VERSCHILLENDE DISTRIBUTIESTRUCTUREN ........................................................................................ 41
7. MARKETING COMMUNICATIEBELEID ................................................................................................... 43
7.1 WAT IS COMMUNICATIE ............................................................................................................................. 43
7.1.1 COMMUNICATIEPROCES..................................................................................................................... 43
7.2 MARKETINGCOMMUNICATIE, CORPORATE COMMUNICATIE, PUBLIC RELATIONS… ................................. 44
7.2.1 CORPORATE COMMUNICATIE............................................................................................................. 44
7.2.2 ORGANISATIECOMMUNICATIE VERSUS MARKETINGCOMMUNICATIE .............................................. 45
7.3 MARKETING IS DOOD. LEVE MARKETING! .................................................................................................. 46
7.3.1 DALEND EFFECT MARKETING EN COMMUNICATIE............................................................................. 46
7.3.2 CONTENT MARKETING ........................................................................................................................ 46
7.4 MARKETING COMMUNICATIE MIX: INSTRUMENTEN ................................................................................. 47
7.4.1 RECLAME ....................................................................................................................................... 47
, 3
7.4.2 SALES PROMOTION ....................................................................................................................... 48
7.4.3 PUBLIC RELATIONS .............................................................................................................................. 48
7.4.4 PERSOONLIJKE VERKOOP............................................................................................................... 48
7.4.5 DIRECT MARKETING....................................................................................................................... 48
7.4.6 SOCIAL MEDIA ............................................................................................................................... 49
7.4.7 SPONSORING ................................................................................................................................. 49
7.4.8 BEURZEN, EVENEMENTEN, TENTOONSTELLING ............................................................................ 49
, MARKETING
1. DE BETEKENIS VAN MARKETING
1.1 DEFINITIE
- Marketing is een economische wetenschap gebaseerd op de Engelse termen
market (markt) en getting (krijgen) en heeft betrekking op alle activiteiten die een
bedrijf uitvoert om de verkoop van producten of diensten te bevorderen.
Þ Getting= Naar de markt gaan en deze veroveren en behouden
Þ Markt = plaats waar vraag en aanbod samenkomen (waar bedrijven producten
en diensten aanbieden en waar consumenten kopen)
- De – op behoeften van de afnemer afgestemde – ontwikkeling van producten
(goederen of diensten) en de vaststelling van de daarbij horende verkoopprijzen,
promotie en distributie.
- Daarbij is het oogmerk van de organisatie planmatige en duurzame ruiltransacties
te creëren om haar doelstellingen te realiseren.
1.2 VERSCHIL MARKETING, RECLAME, VERKOOP?
• Marketing= zorgen dat je de juiste dingen aanbiedt aan de klant
• Reclame= 1 vd onderdelen van marketing (p v promotie)
• Verkopen= zien kwijt te rake wat je op de plank hebt liggen
à Marketing is veel breder dan verkopen of reclame: productontwikkeling,
marktonderzoek, de bijhorende prijs bepalen
A) Afhankelijk van kostprijs product
= Prijs om product te maken
B) Afhankelijk van de waardebepaling van de consument
= Hoeveel is een product waard?
C) Afhankelijk van de omgeving
= Hoe ziet de marktomgeving eruit?
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