Summary
volledige samenvatting marketingmanagement
- Course
- Institution
- Book
grondig document met voldoende voorbeelden en toelichtingen om het vak te begrijpen.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Seller
Follow
SV111000
Content preview
MARKETINGMANAGEMENTInhoud
Flowmarketing...................................................................................................................................................................................... 4
1 De onzekere consument............................................................................................................................................................... 5
1.1 Onethisch gedrag van grote bedrijven.................................................................................................................................. 5
1.2 Versnellende verandering..................................................................................................................................................... 5
1.2.1 Stap 1: Technologische verandering............................................................................................................................... 5
1.2.2 Stap 2: Sociale veranderingen........................................................................................................................................ 5
1.2.3 Stap 3: Verandering van levensritme.............................................................................................................................. 6
2 Vertrouwen van de consument.................................................................................................................................................... 7
2.1 Uitgangspunt........................................................................................................................................................................ 7
2.2 Niveaus van vertrouwen....................................................................................................................................................... 7
2.2.1 Vertrouwen in waardeaanbod........................................................................................................................................ 7
2.2.2 Vertrouwen in het merk................................................................................................................................................. 7
2.2.3 Vertrouwen in het bedrijf............................................................................................................................................... 7
2.2.4 Vertrouwen in de economie........................................................................................................................................... 8
2.2.5 Vertrouwen in de maatschappij..................................................................................................................................... 8
2.3 Impact van vertrouwen op aankoopbeslissingen.................................................................................................................. 8
2.3.1 Impact vertrouwen op aankopen................................................................................................................................... 8
2.3.2 Impact vertrouwen op aankopen voor marketeer.......................................................................................................... 8
2.3.3 Vertrouwen in merkcommunicatie................................................................................................................................. 8
2.4 Hoe vertrouwen uitstralen als bedrijf................................................................................................................................... 8
2.5 Meten van vertrouwen......................................................................................................................................................... 8
3 Behoeften van de consument....................................................................................................................................................... 9
3.1 Wat zijn behoeften................................................................................................................................................................ 9
3.2 Uitgebreid behoeftemodel.................................................................................................................................................... 9
3.2.1 Behoefte als consument................................................................................................................................................. 9
3.2.2 Behoefte als burger...................................................................................................................................................... 10
3.2.3 Behoefte als mens........................................................................................................................................................ 10
4 Customer flow............................................................................................................................................................................ 11
4.1 Wat is customer flow.......................................................................................................................................................... 11
4.2 Customer flow – hedendaags aankoopproces..................................................................................................................... 11
4.2.1 Niveau stadium............................................................................................................................................................ 11
4.2.2 Niveau platform........................................................................................................................................................... 11
4.2.3 Niveau informatiebron................................................................................................................................................. 12
4.3 Aankoopproces – drie historische modellen....................................................................................................................... 12
4.3.1 AIDA – klassieke aankoop-‘funnel’ – focus op mentale toestand consument (+-1900).................................................12
4.3.2 Customer decision journey – McKinsey – focus op ‘loyalty loop’ (2009)......................................................................12
4.3.3 AIDA-ADIA (Flip the funnel) – Joseph Jaffe – focus op conversatie en ‘brand ambassadors’ (2010).............................12
4.4 Customer flow – impact van mediagebruik......................................................................................................................... 13
1
, 4.4.1 Gebruik van toestellen................................................................................................................................................. 13
4.4.2 Belangrijkste toestel..................................................................................................................................................... 13
4.4.3 Conclusie: mobile first.................................................................................................................................................. 13
5 Waardeaanbod........................................................................................................................................................................... 14
5.1 Componenten..................................................................................................................................................................... 14
5.2 Waardeaanbod – Product................................................................................................................................................... 14
5.2.1 Niveau 1: Naam en vorm.............................................................................................................................................. 14
5.2.2 Niveau 2: Benefit.......................................................................................................................................................... 14
5.2.3 Niveau 3: Service.......................................................................................................................................................... 14
5.2.4 Niveau 4: Productervaring............................................................................................................................................ 14
5.3 Waardeaanbod – Prijs......................................................................................................................................................... 15
5.3.1 Belang van de prijs....................................................................................................................................................... 15
5.3.2 Prijspsychologie............................................................................................................................................................ 15
5.3.3 Keerzijde van prijspsychologie...................................................................................................................................... 15
5.3.4 Prijsstrategieën............................................................................................................................................................ 15
5.3.5 Prijstactieken................................................................................................................................................................ 15
5.4 Waardeaanbod – Gemak.................................................................................................................................................... 15
5.5 Perceptie van het waardeaanbod....................................................................................................................................... 15
5.6 Innovatie............................................................................................................................................................................. 16
6 Merken....................................................................................................................................................................................... 17
6.1 Sterke merken..................................................................................................................................................................... 17
6.2 Merken en merkfuncties..................................................................................................................................................... 17
6.3 Positionering en perceptie van merken............................................................................................................................... 17
6.4 Merkparadox...................................................................................................................................................................... 18
6.4.1 Consumenten kennen merken..................................................................................................................................... 18
6.4.2 Een merk zorgt voor een beter aankoopproces............................................................................................................ 19
6.4.3 Consumenten die tevreden zijn met de aankoop kopen het merk opnieuw................................................................19
6.5 Relevante merkrevoluties................................................................................................................................................... 19
7 Flow marketing discipline – content........................................................................................................................................... 20
7.1 Wat is contentmarketing..................................................................................................................................................... 20
7.1.1 Content........................................................................................................................................................................ 20
7.1.2 Contentmarketing........................................................................................................................................................ 20
7.1.3 Search engine contentmarketing.................................................................................................................................. 20
7.2 Concentratiestrategie......................................................................................................................................................... 21
7.3 Vormen van company created content............................................................................................................................... 21
7.4 Contentmedia..................................................................................................................................................................... 21
7.5 De 10 voorwaarden voor goede content............................................................................................................................. 22
8 Flow marketing discipline – conversatie..................................................................................................................................... 23
8.1 Wat is conversatie? Een gouden kans................................................................................................................................. 23
8.1.1 Wat is conversatie?...................................................................................................................................................... 23
8.1.2 Conversatie als gouden kans........................................................................................................................................ 23
2
, 8.1.3 Waarom doen consumenten het?................................................................................................................................ 23
8.2 Wat zijn de voordelen en nadelen van conversatie voor merken?...................................................................................... 24
8.3 Toepassingen van conversatie............................................................................................................................................ 24
8.4 Iedereen marketeer............................................................................................................................................................ 24
9 Flow marketing discipline – conversie......................................................................................................................................... 25
9.1 Wat is conversie.................................................................................................................................................................. 25
9.2 Drie conversiedomeinen..................................................................................................................................................... 25
9.3 Conversie meten................................................................................................................................................................. 25
10 Brand activation-strategie....................................................................................................................................................... 26
10.1 Wat is brand activation? Actie!........................................................................................................................................... 26
10.2 Brand activation-strategie – Waarde communiceren.......................................................................................................... 26
10.3 Brand activation-strategie – Creatie.................................................................................................................................... 26
10.4 Brand activation-strategie – Media..................................................................................................................................... 27
10.5 Brand activation-strategie – Activatie................................................................................................................................. 28
10.6 Extreme brand activation – Growth hacking....................................................................................................................... 28
10.7 Brand activation-strategie – Impact meten......................................................................................................................... 28
11 Omnichannel-strategie........................................................................................................................................................... 29
11.1 Wat is distributie?............................................................................................................................................................... 29
11.2 Distributiefuncties............................................................................................................................................................... 29
11.3 Wat is de omnichannel-strategie?....................................................................................................................................... 30
11.4 Hoe de omnichannel-strategie toepassen in de praktijk?.................................................................................................... 30
11.5 Omnichannel – Het belang van e-commerce...................................................................................................................... 31
12 Customer experience-strategie............................................................................................................................................... 32
12.1 Wat is customer experience en waarom is een customer experience-strategie dan nodig?...............................................32
12.2 Impact van customer experience........................................................................................................................................ 32
12.3 Hoe de customer experience-strategie toepassen?............................................................................................................ 33
13 Marketingplanning.................................................................................................................................................................. 34
13.1 Wat is marketingplanning?................................................................................................................................................. 34
13.1.1 Marketingplanningmodel............................................................................................................................................. 34
13.2 Analyse............................................................................................................................................................................... 34
13.2.1 Analyse omgevingsdynamiek........................................................................................................................................ 35
13.2.2 Analyse marktdynamiek............................................................................................................................................... 35
13.2.3 Analyse bedrijfsdynamiek............................................................................................................................................. 35
13.3 Marketingdoelstellingen..................................................................................................................................................... 35
13.4 Marketingplan..................................................................................................................................................................... 37
13.5 Uitvoering en marketing metrics......................................................................................................................................... 37
3
, FLOWMARKETING
Flow De mentale staat waarin men een dusdanige concentratie heeft dat er (bijna) geen aandacht is voor tijd noch ruimte. Flow
betekent dat men zeer doelgericht te werk gaat, onmiddellijke resultaten ziet van zijn acties en daar tevreden over is.
Consumer flow De mentale staat waarin een consument zich bevindt als die een frictieloze ervaring (seamless experience) heeft
zowel bij het aankoopproces als bij het gebruikersproces. Consumer flow betekent dat de consument elk product/ dienst kan
consumeren op elke plaats (fysiek, digitaal, virtueel) en elk tijdstip op een gemakkelijkmogelijke manier (anything, anywhere,
anytime), wat leidt tot klanttevredenheid.
Customer flow beschrijft de manier waarop de consument aankoopt.Die stelt zicht verschillende vragen om te komen tot een
slimme aankoop. Aan elke vraag kan een duidelijke stap verbonden worden, deze vormen de stadia van de customer flow.
bepaald het consumentengedrag.
1 Oriëntatie: Welke merken, producten, diensten voldoen allemaal aan mijnvraag/behoefte, zijn betaalbaar en kan ik
gemakkelijk en snel aankopen?
2 Beslissen: Wat is de beste keuze gegeven mijn beschikbare budget en tijd?
3 Kopen: Hoe kan ik het gemakkelijkst het product in bezit krijgen in ruil voor geld?
4 Gebruiken: Wat is de beste manier om het product te gebruiken?
Flow marketing De nieuwe manier van benaderen van marketing waarbij alles in het werkgesteld wordt om consumer flow te
bereiken. Slim antwoord op de volgende 6 vragen is de nieuwe manier van marketing waarop de consumer flow op mikt.
1 Content: “Wat leg ik in mijn winkel?”
2 Conversatie: “Hoe antwoord ik op vragen en reacties?”
3 Conversie: “Hoe kan ik interesse van consumenten omzetten in aankoop entevreden gebruik?
4 Brand Activation: “Hoe kan ik mensen naar mijn winkel krijgen?”
5 Omnichannel: “Waar dien ik etalages te hebben?”
6 Customer Experience: “Hoe zorg ik voor tevreden gebruikers?”
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller SV111000. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.19. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
48041 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now