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Samenvatting Marketingbeleid
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MarketingbeleidInhoud
Hoofdstuk 1. Intro marketing.................................................................................................................4
Wat is marketing?...............................................................................................................................4
Waarde...........................................................................................................................................4
Marketing: Toepassing en belang.......................................................................................................5
Wat is marketingbeleid?.....................................................................................................................5
Het marketingproces..........................................................................................................................5
Stap 1: de markt en behoeften van klanten doorgronden..............................................................5
Stap 2: klantgestuurde marketingstrategie ontwikkelen................................................................6
Stap 3: marketingprogramma opzetten dat superieure waarde levert..........................................6
Stap 4: optimale klantentevredenheid realiseren en winstgevende relaties opbouwen................6
Waarde van klanten in ruil ontvangen............................................................................................7
Hoofdstuk 2: Bedrijfs- en marketingstrategie.........................................................................................7
Strategische planning: De rol van marketing......................................................................................7
Missie definiëren............................................................................................................................7
Gastcollege Ann Maes....................................................................................................................8
Strategische doelstellingen.............................................................................................................9
Portfolios en groeistrategieën............................................................................................................9
Marketing planning..........................................................................................................................10
Omgevingsanalyse........................................................................................................................10
SWOT-analyse...............................................................................................................................11
Marketingstrategie en doelstellingen...........................................................................................11
Operationeel marketingplan.........................................................................................................12
Return on investment.......................................................................................................................12
Hoofdstuk 3: Marketingomgeving........................................................................................................12
Marketingomgeving..........................................................................................................................13
Niveaus en trends.............................................................................................................................13
Reageren op de marketingomgeving................................................................................................13
Passieve visie................................................................................................................................13
Proactieve aanpak: Omgevingsmanagement...............................................................................14
Hoofdstuk 4: Marktonderzoek..............................................................................................................14
De context waarin marktonderzoek opereert..................................................................................14
Het marktonderzoeksproces............................................................................................................14
1
, 1. Probleem en onderzoeksdoelstellingen formuleren.................................................................14
2. Onderzoeksplan opstellen........................................................................................................15
3. Onderzoeksplan implementeren..............................................................................................15
4. Bevindingen interpreteren en rapporteren..............................................................................17
5. Aanbeveling of beslissing maken..............................................................................................17
Hoofdstuk 5: Koopgedrag van consumenten en bedrijven (deel 1 B2C)...............................................17
Wat is consumentengedrag..............................................................................................................17
Waarom gaan we consumentengedrag bestuderen?...................................................................17
Types van koopgedrag......................................................................................................................18
Hoe nemen consumenten beslissingen?..........................................................................................18
Het besluitvormingsproces van consumenten..................................................................................19
1. Behoefte onderkennen.............................................................................................................19
2. Zoeken naar informatie............................................................................................................19
3. Alternatieven evalueren...........................................................................................................19
4. Besluit aankoop........................................................................................................................19
5. Gedrag na de aankoop..............................................................................................................19
Invloeden op koopgedrag.................................................................................................................20
Cultuur..........................................................................................................................................20
Sociaal...........................................................................................................................................20
Persoonlijk....................................................................................................................................20
Psychologisch................................................................................................................................20
Hoofdstuk 5: Koopgedrag van consumenten en bedrijven (deel 2 B2B)..............................................20
De business markt............................................................................................................................21
Koopgedrag van bedrijven................................................................................................................22
Belangrijkste soorten koopsituaties..............................................................................................22
Het inkoopcentrum: Decision making unit (DMU)........................................................................22
Belangrijkste invloeden op koopgedrag van organisaties.............................................................22
Koopproces van organisaties............................................................................................................22
Relaties opbouwen...........................................................................................................................23
Nog enkele begrippen...................................................................................................................23
Hoofdstuk 6: Marktsegmentatie, doelgroepbepaling en positionering................................................23
Segmentatie.....................................................................................................................................23
Verschillende manieren van segmenteren:..................................................................................23
Segmentatie van business markten..............................................................................................24
Segmentatie van internationale markten.....................................................................................24
Doelgroepbepaling (targeting)..........................................................................................................24
2
, Differentiatie....................................................................................................................................25
Positionering.....................................................................................................................................25
Hoofdstuk 7: Producten, diensten en merkenstrategie........................................................................26
Producten.........................................................................................................................................26
Classificatie van consumentenproducten.....................................................................................26
Brand equity.....................................................................................................................................27
Merkenbeleid...................................................................................................................................28
Belangrijke merkgevingsbeslissingen............................................................................................28
Dienstenmarketing...........................................................................................................................29
Productontwikkeling.........................................................................................................................29
De productlevenscyclus (PLC)...........................................................................................................30
Hoofdstuk 8. Prijsbeleid........................................................................................................................30
Prijszetting........................................................................................................................................30
Prijszettingsstrategieën....................................................................................................................31
Kostengeoriënteerde prijszetting.................................................................................................31
Vraaggeoriënteerde prijszetting...................................................................................................31
Psychologische prijszetting...........................................................................................................31
Dynamische prijszetting................................................................................................................32
Relatie prijszetting........................................................................................................................32
Overwegingen in prijszetting............................................................................................................32
Prijsaanpassingsstrategieën..............................................................................................................32
Hoofdstuk 9: Distributiebeleid..............................................................................................................33
Distributie: Wat en waarom?...........................................................................................................33
Organisatie van kanalen...................................................................................................................34
Conventioneel marketing systeem...............................................................................................34
Verticaal marketing systeem........................................................................................................34
Horizontaal marketing systeem....................................................................................................34
Hybride marketing systeem..........................................................................................................34
Kanaalontwerpbeslissingen..............................................................................................................35
Kanaaltrends.....................................................................................................................................35
Hoofdstuk 10. Marketingcommunicatie...............................................................................................35
Wat is marketingcommunicatie?......................................................................................................35
De marketingcommunicatiemix........................................................................................................36
Instrumenten................................................................................................................................36
Soorten media..............................................................................................................................36
Marketingcommunicatiemix.........................................................................................................37
3
, Stappen bij het ontwikkelen van een effectieve marketingcommunicatie.......................................38
1. Doelgroep.................................................................................................................................38
2. Communicatiedoelstellingen....................................................................................................38
3. Methode van budgetbeslissing.................................................................................................38
4. Boodschap ontwerpen..............................................................................................................38
5. Communicatiekanalen..............................................................................................................39
6. Totale promotiemix vastleggen................................................................................................39
7. Integrated Marketing Communications....................................................................................39
Hoofdstuk 11. Maatschappelijk verantwoorde marketing...................................................................40
Vragen ter discussie..........................................................................................................................40
Rechten van de aanbieder................................................................................................................40
Rechten van de koper.......................................................................................................................40
Het wettelijk kader toepassen of een sociaal geweten?...................................................................40
Hoofdstuk 1. Intro marketing
Men ziet marketing als het topje van de ijsberg van een onderneming, het is iets
dat wij als consument enkel zien van de onderneming, terwijl marketing veel
meer is dan dat
Vele producten overleven het niet door slechte marketing en marktonderzoek
Vb. Volkswagen die met chiquere wagens kwam, kregen deze niet verkocht aan
de duurdere klasse omdat die daar geen interesse in hadden
Vele merken beginnen zonder marketingbudget en hopen op goede mond-aan-mondreclame (VEJA)
Wat is marketing?
Marketing is een sociaal managementproces waarin individuen en groepen verkrijgen waaraan zij
behoefte hebben en wat zij wensen, door producten en waarde te creëren en deze met anderen uit
te wisselen (ruil)
In business context: winstgevende relaties met afnemers opbouwen en in stand houden
Waarde
Uitwisseling = verkrijgen van een gewenst object van iemand, waarbij iets anders in de plaats wordt
geboden
- Minstens twee partijen
- Elke partij bezit iets van waarde om in te brengen
- Partijen moeten met elkaar zaken willen doen
Uitwisseling creëert waarde, geeft mensen meer (consumptie) mogelijkheden of keuzes
= Kern van marketing!
Markt = Verzameling van alle potentiële en effectieve kopers van een product of dienst
- NIET noodzakelijk fysieke locaties
- Kopers delen een bepaalde behoefte of verlangen die kan worden bevredigd door
uitwisseling
- NIET noodzakelijk met geld gepaard, maar wel WAARDE
Waarde = Het klantenoordeel over hoe het product zijn of haar behoeften vervult in vergelijking met
concurrerende producten
- GEPERCIPIEERDE waarde!
- Klanten wegen kosten en baten af
4
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