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Samenvatting Marketing assesment theorie
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Marketing assesment theorie
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-Luna Leenders
MARKETING
Samenvatting
,Inhoudsopgave
Week 1 Marketingsproces.............................................................................................................................. 2
Het Marketingproces............................................................................................................................................2
Week 2 Omgevingsanalyse............................................................................................................................. 3
Macro analyse......................................................................................................................................................4
DESTEP.............................................................................................................................................................4
Meso analyse........................................................................................................................................................4
Concurrenten – Porter vijfkrachten.................................................................................................................5
Week 3 Marktgerichte strategie..................................................................................................................... 6
Groeistrategie - Ansoff.....................................................................................................................................7
Concurrentiestrategie - Porter........................................................................................................................7
Concurrerende waarde strategie - Treacy & Wiersema..................................................................................8
Concurrerende waarde strategie - Blue Ocean Strategy.................................................................................8
Week 4 segmentatie...................................................................................................................................... 9
Week 5: Product en prijs.............................................................................................................................. 11
Product...............................................................................................................................................................11
Prijs.....................................................................................................................................................................13
Week 6: Plaats en promotie......................................................................................................................... 14
Plaats..................................................................................................................................................................14
Promotie.............................................................................................................................................................15
, Week 1 Marketingsproces
Wat is marketing?
Het proces waarmee bedrijven waarde creëren voor de klant en sterke klantrelaties
opbouwen om in ruil daarvoor waarde van de klant te krijgen.
Het doel van marketing
Nieuwe klanten trekken door superieure waarde te beloven en te geven en anderzijds
bestaande klanten te behouden en hen blijvend tevreden te stellen.
De 3R’en:
Ruil (Transactie)
Relatie (goede band)
Reputatie (imago/ goede naam)
Het Marketingproces
STAP 1: Analyse
Beeldvorming en afbakening
Missie/Visie
Micro/Meso/Macro omgeving
Product – of marktgerichte definitie↓
Marktafbakening (ABELL: behoeften, groepen,
oplossingen)
Marketingmyopia
STAP 2: Marketingstrategie formuleren
Vastellen grote lijnen.
3 kernvragen:
1. Welke klanten ga je bedienen (doelgroep)?
2. Waarmee kan je deze klanten het beste overtuigen (waarde propositie)?
3. Welke waarde wil je voor jezelf als bedrijf realiseren (bv winst)?
STAP 3: Van marketingstrategie naar -tactiek
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