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Samenvatting Marketing 2 / Grondslagen van de Marketing
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  • Course
  • Marketing 2 (26PCOMARK2)
  • Institution
  • Fontys Hogeschool (Fontys)
  • Book
  • Grondslagen van de marketing

In deze samenvatting wordt hoofdstuk 10, 12, 13, 14, 15 samengevat van Grondslagen van de Marketing. Hiernaast wordt er nog een korte herhaling gegeven van de vorige hoofdstukken zodat je er weer in kunt komen. Het is een uitgebreide samenvatting met gebruik van veel afbeeldingen en voorbeelden z...

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Document information

  • No
  • Unknown
  • January 31, 2023
  • 55
  • 2021/2022
  • Summary

Subjects

  • marketing
  • reclame
  • dagmar
  • prijselasticiteit
  • communicatiemodel
  • long tail
  • detailhandel
  • distributiekanalen
  • prijsdoelstellingen
  • marketing funnel
  • internationale marketing
  • detai
  • klassiek hiërarische modellen

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Written for

  • Fontys Hogeschool (Fontys)
  • Commerciële Economie
  • Marketing 2 (26PCOMARK2)
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Marketing 2 samenvatting

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Inhoud
Les 1: Herhaling & Hoofdstuk 9 – Marketingcommunicatiestrategieën...................................................................3
Herhaling marketing 1: De marketingmix  niet in tentamen................................................................................3
hs. 9 - Marketingcommunicatie............................................................................................................................5
Communicatiemodel.............................................................................................................................................6
Communicatiebeleid en doelstellingen.................................................................................................................7
Pullstrategie versus pushstrategie........................................................................................................................8
niet- & Klassiek hiërarische Modellen...................................................................................................................9
Communicatiemix bepalen.................................................................................................................................11
Public relations....................................................................................................................................................12
Les 2: Hoofdstuk 10 – Reclame...............................................................................................................................15
Reclametypen......................................................................................................................................................15
DAGMAR-model..................................................................................................................................................17
Reclamestrategieën.............................................................................................................................................17
Campagneontwikkeling & mediaselectie............................................................................................................18
Online targeting & reclame effecten meten.......................................................................................................20
Reclamebureaus & sponsoring...........................................................................................................................22
Les 3: Hoofdstuk 12 – prijsbeleid............................................................................................................................23
Vraagcurve...........................................................................................................................................................24
Prijsbepaling nieuwe producten.........................................................................................................................25
Prijsdoelstellingen...............................................................................................................................................26
Kortingen.............................................................................................................................................................28
Prijsbepaling........................................................................................................................................................30
Prijselasticiteit.....................................................................................................................................................32
Concurrentiegeoriënteerde prijszetting & marktvormen...................................................................................35
Les 4: Hoofdstuk 13 – distributiebeleid..................................................................................................................36
Keuze type kanaal................................................................................................................................................37
Distributiekanalen...............................................................................................................................................38
Distributiekengetallen & formules !....................................................................................................................40
Kanaalleiderschap en -management...................................................................................................................41
Les 5: Hoofdstuk 14 – detailhandel.........................................................................................................................45
Rol van de detailhandel.......................................................................................................................................45
Detailhandelsvormen & long tail.........................................................................................................................45


1

, Marketing funnel (trechter)................................................................................................................................46
Trade-marketing..................................................................................................................................................48
Detailhandelsmix: 6 P’s.......................................................................................................................................49
Detailhandelsmarketing......................................................................................................................................50
Les 6: Hoofdstuk 15 – Internationale marketing.....................................................................................................51
Soorten internationale marketing.......................................................................................................................52
Strategische planning..........................................................................................................................................52




2

, LES 1: HERHALING & HOOFDSTUK 9 – MARKETINGCOMMUNICATIESTRATEGIEËN

HERHALING MARKETING 1: DE MARKETINGMIX  NIET IN TENTAMEN

Omschrijven van de doelgroep  concepten voor producten en diensten  inspelen op de
vraag met een uitgekiend marketingbeleid

Stappen volgorde: 1) segmentatie, 2) doelgroep-bepaling 3) positionering
Bv. segmentatiecriteria: demografisch, geografisch, psychografisch, gedrag.

2de taak van de marketing: inspelen op de vraag met de 4 p’s (product, prijs, promotie,
plaats) en de 3 r’s (reputatie, relatie, respons).




Interne omgeving = micro-omgeving  bedrijfsfuncties (afdelingen), beschikbare middelen
Externe omgeving  meso-omgeving en macro-omgeving.

Ongedifferentieerde marketing = 1 marketingmix, 1 markt
Geconcentreerde marketing = 1 marketing mix, meer markten
Gedifferentieerde marketing = meerdere marketingmixen, meerdere markten

Porter’s generieke
concurrentiestrategieën 




3

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