Summary Principes van marketing, ISBN: 9789043038065 Marketing
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Hogeschool van Amsterdam (HvA)
Commerci‰le Economie
CE3: Operationele marketing (1000CE3E22)
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,Inhoudsopgave
Hoofdstuk 9 Product-, dienst- en merkbeleid.........................................................................................5
9.1 Product.............................................................................................................................................5
Productniveaus...................................................................................................................................5
Productindelingen..............................................................................................................................5
Duurzaamheid................................................................................................................................5
Consumentenproducten.................................................................................................................6
Industriële producten.....................................................................................................................7
Bijzondere productindeling............................................................................................................7
9.2 Product- en dienstbeslissingen.........................................................................................................7
Beslissingen over afzonderlijke producten en diensten.....................................................................7
Product- en dienstkenmerken........................................................................................................7
Merkbeslissingen................................................................................................................................8
Verpakkingen......................................................................................................................................9
Etiketteringsbeslissingen....................................................................................................................9
Beslissingen over productondersteunende diensten.........................................................................9
9.3 Productgroepbeslissingen................................................................................................................9
Beslissingen over de lengte van een productgroep............................................................................9
Beslissingen over het assortiment....................................................................................................10
9.4 Diensten.........................................................................................................................................10
Kenmerken van diensten..................................................................................................................11
9.5 De marketing van diensten.............................................................................................................11
De winstketen van dienstverlening..................................................................................................12
Zich onderscheiden van de concurrentie..........................................................................................12
Levering van superieure kwaliteit.....................................................................................................12
Productiviteit beheren......................................................................................................................13
9.6 Merkbeleid.....................................................................................................................................14
Merkwaarde (brand equity).............................................................................................................14
Sterke merken opbouwen................................................................................................................14
Merkbeleid.......................................................................................................................................15
H10 Productontwikkeling en levenscyclusbeleid..................................................................................16
10.1 De ontwikkeling van nieuwe producten.......................................................................................16
10.2 Het proces van de ontwikkeling van nieuwe producten...............................................................16
10.3 Het management van nieuwe productontwikkeling.....................................................................17
10.4 Productlevenscyclusbeleid...........................................................................................................18
,H11 Prijsbeleid......................................................................................................................................20
11.1 De belangrijkste soorten prijszettingsbeleid.................................................................................20
Vraaggeoriënteerde prijszetting.......................................................................................................20
Kostgeoriënteerde prijszetting.........................................................................................................20
11.2 Andere interne en externe factoren die van invloed zijn op de prijszetting.................................22
11.3 Bijzondere soorten prijsbeleid......................................................................................................24
11.4 Prijsaanpassingsbeleid..................................................................................................................25
Kortingen..........................................................................................................................................25
Prijsdiscriminatie..............................................................................................................................25
Psychologische prijszetting...............................................................................................................25
Promotieprijszetting.........................................................................................................................25
Geografische prijszetting..................................................................................................................26
Dynamische prijszetting....................................................................................................................26
11.5 Prijswijzigingen.............................................................................................................................26
Prijswijziging initiëren.......................................................................................................................26
Op prijswijziging reageren................................................................................................................27
Hoofdstuk 12 Distributiebeleid.............................................................................................................29
12.1 Distributiekanalen........................................................................................................................29
12.1 Kanaalbeslissingen........................................................................................................................32
12.3 Kanaalmanagementbeslissingen...................................................................................................33
Kengetallen met betrekking tot de distributiepunten......................................................................34
Kengetallen met betrekking tot de positie van het merk bij de distributiepunten...........................34
12.4 Marketinglogistiek en ketenmanagement’...................................................................................34
Primaire logistieke functies..............................................................................................................35
H13 Detailhandel en groothandel........................................................................................................36
13.1 Detailhandel.................................................................................................................................36
Service..........................................................................................................................................37
Assortiment..................................................................................................................................37
Prijs...............................................................................................................................................38
Organisatorische opzet.................................................................................................................38
13.2 Detaillisten en hun marketingbeslissingen...................................................................................39
13.3 Detailhandeltrends.......................................................................................................................39
13.4 Groothandel.................................................................................................................................39
Soorten groothandelaren.................................................................................................................40
Marketingbeslissingen van groothandelaren....................................................................................42
Hoofdstuk 14 Geïntegreerde marketingcommunicatie........................................................................43
, 14.2 Effectieve marketingcommunicatie..............................................................................................43
Stappen bij het ontwikkelen van effectieve communicatie..............................................................45
14.3 Communicatiemiddelen...............................................................................................................46
14.4 Het promotiebudget samenstellen...............................................................................................47
14.5 Direct marketing...........................................................................................................................47
Regelgeving aspecten.......................................................................................................................48
14.6 Maatschappelijk verantwoorde marketingcommunicatie............................................................48
Hoofdstuk 15 – Betaalde media...........................................................................................................49
15.1 Reclame........................................................................................................................................49
Online reclame.................................................................................................................................49
15.2 Het opzetten van een reclamecampagne.....................................................................................49
Doelstellingen formuleren................................................................................................................49
Reclamebudget samenstellen...........................................................................................................50
Reclamestrategie ontwikkelen.........................................................................................................50
De evaluatie van de reclame en rentabiliteit van de reclame-investering........................................51
15.3 Sales promotion............................................................................................................................51
De snelle groei van sales promotion.................................................................................................52
Instrumenten voor sales promotion.................................................................................................52
15.4 Zoekmachinemarketing................................................................................................................53
15.5 Andere vormen van betaalde media............................................................................................53
Hoofdstuk 16 – Eigen en verdiende media...........................................................................................54
16.1 Vormen van eigen media..............................................................................................................54
Websites...........................................................................................................................................54
E-mailmarketing...............................................................................................................................54
Virale marketing...............................................................................................................................54
Blogs en andere online forums.........................................................................................................54
Traditionele vormen.........................................................................................................................54
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