Samenvatting Marketing management - Buekens Wim - Graduaat Marketing support HoGent jaar 1
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Course
Marketingmanagement
Institution
Hogeschool Gent (HoGent)
- 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
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)
2
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