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Samenvatting Marketing management - Buekens Wim - Graduaat Marketing support HoGent jaar 1 $8.56
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Samenvatting Marketing management - Buekens Wim - Graduaat Marketing support HoGent jaar 1

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  • Course
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- Inleiding tot marketing en het marketingproces. - Analyse van de marketingomgeving. - STP Paradigma: Segmentatie - Targeting - Positionering - Product management en new product development - Prijszetting - Channel management - Klantenbinding en klantentevredenheid

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  • January 16, 2023
  • 12
  • 2022/2023
  • Summary
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Marketingmanagement
Hfst 1. Introductie marketing
Wat is marketing?
een sociaal en bestuurlijk proces waarbij individuen en groepen door het
creëren en uitwisselen van producten en waarde met anderen verkrijgen
wat zij nodig hebben en willen.
De productlevenscyclus




 De introductiefase
Consumenten maken kennis met nieuw product
Productiekost hoog -> product dan ook vaak hoog geprijsd
 De groeifase
Product is al wat meer gekend, andere merken zullen ook op de markt
komen
Productiekosten daalt; toenemende concurrentie
 De volwassenheidsfase
Kosten zijn al sterk gedaald, winst blijft hoog
 De eindfase
Verouderde producten die uiteindelijk de markt verlaten




Marketingmix, de 4 p’s
 Place (welke kanalen)  Promotion
 Price (wat willen we  product
betalen?)



1

, Marketingmix, de 7 p’s
 Place (welke kanalen)  People
 Price (wat willen we  Process
betalen?)  Physical Evidence (vb
 Promotion schoenen passen, kaas
 product proeven)

Service blueprint
 Is belangrijk om op problemen te kunnen anticiperen (vb)

Vb blueprint




Killer App
Nieuw product die vorig product volledig verplaatst
Vb; een ouderwetse kaart vs Google Maps

The Services Marketing Triangle




Customer Care – De 4 A’s
 Anticipate (verwachten)
 Accept (accepteren)
 Apologize (zich verontschuldigen)



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