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Samenvatting Marketing KU Leuven
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Samenvatting Marketing KU Leuven
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Marketing - HandelsingenieurInhoudsopgave
1 Marketingproces...................................................................................................................................................6
1.1 Wat is marketing?..........................................................................................................................................6
1.2 Stap 1: analyse...............................................................................................................................................6
Definiëren van de missie.................................................................................................................................6
Stap 1: uitgangspunten voor analyse..............................................................................................................7
1.3 Analyse op niveau van product/markt...........................................................................................................7
Ruil is de kern van marketing..........................................................................................................................8
Wat is een markt?...........................................................................................................................................8
Wie zijn klanten?.............................................................................................................................................8
De waardeketen..............................................................................................................................................8
Kernbegrippen.................................................................................................................................................9
1.4 Stap 2: een marketingstrategie formuleren..................................................................................................9
Waarde halen uit de klanten door..................................................................................................................9
1.5 Stap 3: van marketingstrategie naar tactiek...............................................................................................10
Waardepositie...............................................................................................................................................10
Een geïntegreerd marketingprogramma.......................................................................................................10
Relatiemanagement......................................................................................................................................11
Klantenrelaties opbouwen............................................................................................................................11
Partnerrelatiemanagement...........................................................................................................................11
1.6 Stap 4: marketing implementeren en evalueren.........................................................................................11
1.7 Het veranderende marketinglandschap......................................................................................................12
Productieconcept: 1900................................................................................................................................12
Productconcept: 1915...................................................................................................................................12
Verkoopconcept: 1930..................................................................................................................................12
Marketingconcept: 1960...............................................................................................................................12
Vergelijking verkoop− en marketingconcept................................................................................................13
Maatschappelijk marketingconcept: 1975....................................................................................................13
Veranderende marketinglandschap..............................................................................................................13
1.8 logica en intuïtie in marketingbeleid...........................................................................................................13
3 Marketinginformatie en klanteninzicht.............................................................................................................13
3.1 Marketinginformatie en klantinzicht...........................................................................................................13
3.2 Marketinginformatiesysteem......................................................................................................................14
Marketing intelligence...................................................................................................................................14
3.3 Marktonderzoek...........................................................................................................................................14
Stappen van marktonderzoek.......................................................................................................................15
Stap 1: probleemstelling...............................................................................................................................15
Stap 2: onderzoeksplan.................................................................................................................................16
Stap 3: onderzoeksmethode.........................................................................................................................16
Methodologische triangulatie.......................................................................................................................16
Primaire informatie.......................................................................................................................................17
Verdieping: primaire informatie verzamelen via kwalitatieve onderzoeksmethode.........................................17
1. Waarom kwalitatieve onderzoeksdesign?................................................................................................17
1
Primaire informatie verzamelen via kwantitatief onderzoek............................................................................17
, Steekproef.....................................................................................................................................................18
Kanssteekproeftrekking.................................................................................................................................18
Niet−kanssteekproef.....................................................................................................................................19
Onderzoeksinstrumenten..............................................................................................................................19
Verdieping: triangulatie.....................................................................................................................................19
Data triangulatie............................................................................................................................................20
Onderzoeker triangulatie..............................................................................................................................20
Theorie triangulatie.......................................................................................................................................20
Stap 4: implementatie, interpretatie, rapportage........................................................................................21
3.4 de marktvraag bepalen................................................................................................................................21
Primaire vs selectieve vraag..........................................................................................................................21
Totale marktvraag DCG.................................................................................................................................21
Penetratiegraad (PG).....................................................................................................................................21
Marktaandeel................................................................................................................................................22
Formule van Parfitt & Collins.........................................................................................................................22
Voorspelling toekomstige vraag....................................................................................................................22
3.5 Specifiele toepassingen................................................................................................................................22
Regelgeving en ethiek in marktonderzoek....................................................................................................22
Enkele kernbegrippen...................................................................................................................................23
4 Consumentengedrag...........................................................................................................................................23
4.1 Factoren die van invloed zijn op het consumentengedrag..........................................................................23
Stimulus−responsmodel................................................................................................................................23
Neuromarketing............................................................................................................................................24
Factoren die het consumentengedrag bepalen............................................................................................24
4.2 Besluitvormingsproces van de consument...................................................................................................27
Fasen in koopgedrag.....................................................................................................................................28
4.3 Besluitvorming bij aankoop nieuwe producten...........................................................................................29
Adoptie van nieuwe producten.....................................................................................................................29
Invloed van producteigenschappen op de adoptiesnelheid.........................................................................30
5 B2B Marketing.....................................................................................................................................................30
5.1 Businessmarkten..........................................................................................................................................30
5.2 het koopgedrag van organisaties................................................................................................................31
5.3 Hoe nemen bedrijfsinkopers hun inkoopbeslissing?....................................................................................32
5.4 Institutionele en overheidsmarkten.............................................................................................................32
8. klantgerichte marktstrategie.............................................................................................................................32
8.1 marktsegmentatie.......................................................................................................................................32
Doelgroepkeuze en differentiatie.................................................................................................................33
Positionering..................................................................................................................................................33
De 4 stappen van marktsegmentatie, doelgroepenkeuze en positionering.................................................33
Persona9s......................................................................................................................................................33
Segmentatiecriteria voor B2B−markten........................................................................................................33
Segmentatie van internationale markten.....................................................................................................34
Vereisten voor effectieve segmentatie.........................................................................................................34
8.2 keuze van de doelgroep...............................................................................................................................34
Doelgroep selecteren....................................................................................................................................34
Sociaal verantwoorde doelgroepmarketing..................................................................................................35
Differentiatie en positionering......................................................................................................................35
2
De juiste concurrentieverschillen kiezen......................................................................................................35
Mogelijke waardepercepties.........................................................................................................................36
,9. Product, dienst en merkbeleid..........................................................................................................................37
9.1 Product.........................................................................................................................................................37
Tastbaar product...........................................................................................................................................37
Uitgebreid product........................................................................................................................................37
Indeling van producten.................................................................................................................................38
9.2 product− en dienstbeslissing........................................................................................................................38
9.2.1 beslissingen over afzonderlijke producten:.........................................................................................38
9.2.2 merkbeslissingen: voordelen van merken...........................................................................................38
9.2.3 verpakking............................................................................................................................................39
9.2.4 etiketteringsbeslissingen......................................................................................................................39
9.2.5 beslissingen over productondersteunende diensten...........................................................................39
9.3 productgroepbeslissingen............................................................................................................................39
9.4 diensten........................................................................................................................................................40
Het wezen en kenmerken van diensten........................................................................................................40
Dienstenmarketingmanagement..................................................................................................................41
Hoe zich onderscheiden van de concurrentie?.............................................................................................41
Marktstrategieën voor dienstverlenende bedrijven.....................................................................................41
Net promotor score.......................................................................................................................................42
Merkgevingsstrategie: sterke merken opbouwen........................................................................................42
Merkstrategie................................................................................................................................................43
Toepassingen van marktonderzoek..............................................................................................................44
10. productontwikkeling en levenscyclusstrategieën...........................................................................................44
10.1 de ontwikkeling van nieuwe producten.....................................................................................................44
10.2 het proces van de ontwikkeling van nieuwe producten............................................................................44
10.3 het management van nieuwe productontwikkeling..................................................................................45
10.4 productlevenscyclusbeleid.........................................................................................................................45
Productlevenscyclusstrategieën....................................................................................................................46
14. geïntegreerde marketingcommunicatiestrategie...........................................................................................47
14.1 geïntegreerde marketingcommunicatie....................................................................................................47
14.2 effectieve marketingcommunicatie...........................................................................................................47
Stappen bij het ontwikkelen van effectieve communicatie..........................................................................47
14.3 communicatiemiddelen..............................................................................................................................48
De promotiemix.............................................................................................................................................48
14.4 het promotiebudget samenstellen.............................................................................................................48
14.5 direct marketing.........................................................................................................................................49
Klantenbestanden en direct marketing.........................................................................................................49
Overheidsbeleid en ethische kwesties in direct marketing..........................................................................50
14.6 maatschappelijk verantwoorde communicatie.........................................................................................50
12 distributiebeleid................................................................................................................................................50
Value delivery network......................................................................................................................................50
Circulaire economie............................................................................................................................................50
Distributiekanaal................................................................................................................................................50
3
Waarom tussenschakels?..................................................................................................................................50
Gedrag in het distributiekanaal.........................................................................................................................50
Verticaal managementsysteem.........................................................................................................................51
, Franchising.....................................................................................................................................................51
Horizontale marketingsystemen........................................................................................................................52
Soorten distributiekanalen.................................................................................................................................52
Het aantal tussenhandelaren............................................................................................................................52
Marketinglogistiek en ketenmanagement........................................................................................................52
Primaire logistieke functies................................................................................................................................52
Geïntegreerd logistiek management.................................................................................................................53
Kernbegrippen....................................................................................................................................................53
13 detailhandel en groothandel............................................................................................................................53
Soorten marketing.............................................................................................................................................53
Indeling detaillisten............................................................................................................................................53
Segmentatie, doelgroepbepaling en positionering............................................................................................54
3 extra P’s...........................................................................................................................................................54
Enkele elementen marketingmix.......................................................................................................................54
Detailhandelstrends...........................................................................................................................................54
Groothandel.......................................................................................................................................................55
Soorten groothandelaren...................................................................................................................................55
Trends in de groothandel...................................................................................................................................56
15. betaalde media.................................................................................................................................................56
Reclame..............................................................................................................................................................56
Online reclame...................................................................................................................................................56
Het opzetten van een reclamecampagne..........................................................................................................56
Doelstellingen formuleren............................................................................................................................56
Het reclamebudget vaststellen.....................................................................................................................57
Reclamestrategie...........................................................................................................................................57
De evaluatie van de reclame en de rentabiliteit van de reclame−investering.............................................57
Reclame organiseren.....................................................................................................................................57
Sales promotions................................................................................................................................................58
Sales promotions programma opzetten........................................................................................................58
Zoekmachinemarketing.....................................................................................................................................58
Andere vormen van betaalde media..................................................................................................................58
Affilliate marketing........................................................................................................................................58
Direct mail.....................................................................................................................................................58
Narrowcasting...............................................................................................................................................58
Mobiele marketing........................................................................................................................................58
Ambush marketing.............................................................................................................................................59
Verschijningsvormen.....................................................................................................................................59
Negatieve perceptie......................................................................................................................................59
Juridische actie..............................................................................................................................................60
Wettelijke bescherming.................................................................................................................................60
4
Contractuele bescherming............................................................................................................................60
Rechten van de ambusher.............................................................................................................................60
11 Prijsbeleid..........................................................................................................................................................60
11.1 belangrijkste soorten prijszettingsbeleid...................................................................................................60
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