Samenvatting Principes van marketing, ISBN: 9789043038065 Principes van marketing
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Course
Principes van marketing
Institution
Hanzehogeschool Groningen (Hanze)
Book
Principes van marketing
Dit is een samenvatting van een deel van het boek 'Principes van marketing'. In deze samenvatting komen niet alle hoofdstukken aan bod, omdat ik die niet hoefde te studeren voor het tentamen. Het gaat om de studie Commerciële Economie Duaal. Zelf een 8,3 gehaald op dit tentamen.
Summary Principes van marketing, ISBN: 9789043038065 Marketing
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Commerciële Economie
Principes van marketing
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Samenvatting
§1.2.3, §1.3.4 en §1.7 (Marktafbakening consumentenmarkt en
omgevingsontwikkelingen)
H2 (Macro- en Meso-omgeving)
§3.4 (Marktvraag en marktpotentieel)
§5.1 §5.2 (B2B markt)
§8.1, §8.2, §8.3 (Marktsegmentatie, keuze doelgroep en positionering)
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1
,Inhoudsopgave
Hoofdstuk 1................................................................................................................................................... 4
§1.2.3 Marktafbakening (Abell & Hammond-diagram)...................................................................................4
§1.3.4 Een markt..............................................................................................................................................4
§1.7 Belangrijke ontwikkelingen in de omgeving................................................................................................5
§1.7.1 Duurzaamheid.......................................................................................................................................5
§1.7.2 Onzekere economische omgeving........................................................................................................5
§1.7.3 de online omgeving..............................................................................................................................5
§1.7.4 Snelle globalisering...............................................................................................................................5
1.7.5 De groei van non-profitmarketing..........................................................................................................5
De wetenschap.............................................................................................................................................. 6
De economische wetenschap...............................................................................................................................6
Economische wetenschap...............................................................................................................................6
Toegevoegde waarde (bedrijfseconomie):......................................................................................................7
Hoofdstuk 2................................................................................................................................................... 8
2.3 Meso-omgeving:..........................................................................................................................................10
2.3.1 Klanten (vijf soorten afzetmarkten).....................................................................................................10
2.3.3 Tussenhandelaren en -personen..........................................................................................................11
2.3.4 Belangen- of publieksgroepen..............................................................................................................11
2.3.5 Concurrenten........................................................................................................................................11
2.5 Duurzame marketing....................................................................................................................................13
Factoren die noodzaak duurzaamheid vergroten.........................................................................................14
Conjunctuur........................................................................................................................................................14
Internationalisering in de marketingomgeving.............................................................................................16
H3 Marktvraag en marktpotentieel.............................................................................................................. 16
Marktvraag bepalen..........................................................................................................................................16
Totale marktvraag.............................................................................................................................................16
Toekomstige vraag voorspellen.........................................................................................................................17
H5 Business-to-businessmarketing............................................................................................................... 17
5.1 businessmarkten..........................................................................................................................................17
5.1.1 marktstructuur en vraag.......................................................................................................................18
5.1.2 De aard van de DMU.............................................................................................................................18
5.1.3 Soorten beslissingen en het besluitvormingsproces............................................................................18
5.2 Het koopgedrag van organisaties................................................................................................................18
5.2.1 Wat zijn de belangrijkste soorten koopopties......................................................................................18
5.2.2 wie neemt deel aan het koopproces van organisaties?.......................................................................19
5.2.3 Belangrijkste invloeden op bedrijfsinkopers.............................................................................................19
Analyseren van marketinginformatie................................................................................................................20
H8 Marktsegmentatie en positionering........................................................................................................ 20
Van markt naar klant.........................................................................................................................................20
Segmentatiecriteria voor de consumentenmarkt..............................................................................................21
Segmentatie voor businessmarkten...................................................................................................................21
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, 8.1.4 Bruikbare segmenten................................................................................................................................22
Doelgroep keuze (targeting)..............................................................................................................................22
8.2 Marktbenaderingsstrategie na doelgroep keuze.........................................................................................22
Vormen van marktbenadering......................................................................................................................23
Voor- en nadelen van de strategieën............................................................................................................23
8.3 Differentiatie................................................................................................................................................24
Voorwaarden differentiatie...........................................................................................................................24
Stappen tot goede differentiatie en positioneringsstrategie........................................................................24
8.3.3 Welke verschillen benadrukken? Stap .........................................................................................24
8.3.3 Positionering.........................................................................................................................................25
8.3.3 Positioneringsgrafiek............................................................................................................................25
8.3.4 Waardeaanbod.....................................................................................................................................26
8.3.5 Gevolgen voor de marketingmix..........................................................................................................26
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