Samenvatting van het boek 'Principes van marketing' met extra les notities
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Course
Marketing fundamentals
Institution
Artesis Hogeschool Antwerpen (Artesis)
Book
Principes van marketing
samenvatting van het vak 'marketing fundamentels' waarbij het boek 'principes van marketing' van Philip Kotler wordt gebruikt. zeer uitgebreid met aantekeningen van de les. Grafieken van het boek zijn overgenomen en moeten niet terug gezocht worden. Hoofdstuk 1 is behandeld en verder van hoofdstuk ...
, 8.1.1. Segmentatiecriteria voor de consumentenmarkt ................................................................................... 18
Geografische segmentatie ................................................................................................................................ 19
Demografische segmentatie ............................................................................................................................. 19
Leeftijd en gezinslevenscyclus ........................................................................................................................... 19
Etnische segmentatie........................................................................................................................................ 19
Geslacht ............................................................................................................................................................ 19
Inkomen ............................................................................................................................................................ 19
Psychografische segmentatie ........................................................................................................................... 19
Levenstijl ........................................................................................................................................................... 19
Persoonlijkheid ................................................................................................................................................. 19
Sociaale klasse .................................................................................................................................................. 19
Gedragssegmentatie ........................................................................................................................................ 19
Gelegenheid ...................................................................................................................................................... 20
Gezochte benefits (gezochte voordelen) ........................................................................................................... 20
Gebruikersstatus ............................................................................................................................................... 20
Gebruikersfrequentie ........................................................................................................................................ 20
Loyaliteit ........................................................................................................................................................... 20
Segmentatie op basis van meerdere variabelen ............................................................................................... 20
Model voor segementatie naar ‘levensinstelling’ ............................................................................................. 20
8.1.2. Segmentatie voor businessmarkten........................................................................................................ 21
8.1.3. Segmentatie van internationale markten ............................................................................................... 21
8.1.4. Vereisten voor een effectieve segmentatie............................................................................................. 21
8.2 Keuze van de doelgroep ..................................................................................................................... 21
8.2.1 marktsegment beoordelen ...................................................................................................................... 21
8.2.2 doelgroepen selecteren: marktbenaderingsstrategieën .......................................................................... 21
8.2.3 sociaal verantwoorde doelgroepmarketing ............................................................................................. 22
8.3 differentiatie en positionering .................................................................................................................... 22
8.3.1 een differentiatie- en positioneringsstrategie kiezen .............................................................................. 22
8.3.2 mogelijke waardeverschillen en concurrentievoordelen vaststellen (stap 1) .......................................... 23
8.3.3 de juiste concurrentievoordelen kiezen ................................................................................................... 23
Positionering ..................................................................................................................................................... 23
Positioneringsgrafiek ........................................................................................................................................ 23
8.3.4 positionering strategieën ......................................................................................................................... 24
8.3.5 gevolgen van de marketingmix................................................................................................................ 24
9 Product, dienst, merkbeleid ................................................................................................................. 25
9.1 Product ............................................................................................................................................... 25
Wat is een product............................................................................................................................................ 25
Producten diensten en ervaringen .................................................................................................................... 25
2
, Productie niveaus ............................................................................................................................................. 25
Productindelingen ............................................................................................................................................. 26
Industriële producten........................................................................................................................................ 27
Bijzondere productindelingen: organisaties, personen, plaatsen en ideeën..................................................... 28
9.2 producten en dienstbeslissingen........................................................................................................ 28
9.2.1 Beslissingen over afzonderlijke producten en diensten ...................................................................... 28
Kwaliteit ............................................................................................................................................................ 28
Functie .............................................................................................................................................................. 28
Stijl en ontwerp ................................................................................................................................................. 28
9.2.2 Merkbeslissingen ................................................................................................................................ 29
9.2.3 Verpakking ......................................................................................................................................... 29
9.2.4 Etiketteringbeslissing ......................................................................................................................... 29
9.2.5 Beslissingen op product ondersteunende diensten ............................................................................ 29
9.3 productgroepbeslissingen .................................................................................................................. 29
9.3.1 Beslissingen over de lengte van de productgroep .............................................................................. 29
Neerwaards uitrekken ...................................................................................................................................... 29
Opwaarts uitrekken .......................................................................................................................................... 30
Uitrekken in twee richtingen............................................................................................................................. 30
Productgroep opvullen ..................................................................................................................................... 30
.......................................................................................................................................................................... 30
9.3.2 Beslissingen over het assortiment ...................................................................................................... 31
9.4 Diensten.............................................................................................................................................. 31
9.4.1 Kenmerken van diensten en gevolgen voor de marketing.................................................................. 31
.......................................................................................................................................................................... 31
9.5 marketing van diensten ...................................................................................................................... 31
9.5.1 drie extra p’s ............................................................................................................................................ 31
9.5.2 winstketen van dienstverlening ............................................................................................................... 32
9.5.3 zich onderscheiden van de concurrentie .................................................................................................. 32
9.5.4 levering van superieure dienstenkwaliteit ............................................................................................... 33
9.5.5 productiviteit beheren ............................................................................................................................. 33
9.6 Merkenbeleid: sterke merken opbouwen ........................................................................................... 33
9.6.1 Merkwaarde ....................................................................................................................................... 33
9.6.2 Sterke merken opbouwen ................................................................................................................... 34
9.6.3 Merkenbeleid...................................................................................................................................... 34
9.6.4 Merken beheren ................................................................................................................................. 34
10 ontwikkeling en levenscyclusbeleid ..................................................................................................... 35
10.1 De ontwikkeling van nieuwe producten ............................................................................................. 35
10.2 Proces van ontwikkeling van nieuwe producten ................................................................................ 36
3
, .......................................................................................................................................................................... 36
10.2.1 Het genereren van ideeën.............................................................................................................. 36
10.2.2 Ideeën screenen ............................................................................................................................. 36
10.2.3 Conceptontwikkeling en testen van het consept ........................................................................... 37
10.2.4 Het ontwikkelen van het marketingbeleid ..................................................................................... 37
10.2.5 Bedrijfseconomische analyse ......................................................................................................... 37
10.2.6 Productontwikkeling ...................................................................................................................... 37
10.2.7 Testmarketing................................................................................................................................ 38
10.2.8 Commersialiseering ....................................................................................................................... 39
10.3 Management van nieuwe productontwikkeling................................................................................. 39
10.3.1 Klantgericht ................................................................................................................................... 39
10.3.2 Teamaanpak voor ontwikkeling van nieuwe producten ................................................................ 39
10.3.3 Systematische ontwikkeling van nieuwe producten ...................................................................... 39
10.4 Prodoctielevenscyclyus beleid ............................................................................................................ 40
10.4.1 Productontwikkeling ...................................................................................................................... 40
.......................................................................................................................................................................... 40
10.4.2 Introductie fase .............................................................................................................................. 40
10.4.3 Groeifase ....................................................................................................................................... 40
10.4.4 Volwassenheidsfase ....................................................................................................................... 41
10.4.5 Neergangsfase ............................................................................................................................... 41
11 prijsbeleid ............................................................................................................................................ 43
11.1 De belangrijke soorten prijsbeleid ...................................................................................................... 43
11.1.1 factoren die prijszetting beïnvloeden..................................................................................................... 43
11.1.2 vraaggeoriënteerde prijszetting ............................................................................................................ 44
.......................................................................................................................................................................... 44
11.1.3 kostengeoriënteerde prijszetting ........................................................................................................... 44
11.1.4 concurrentiegeoriënteerde prijszetting ................................................................................................. 47
11.2 andere interne en externe factoren die van invloed zijn op prijszetting ................................................... 47
11.2.1 algehele marketingstrategie, -doelstellingen en -mix ........................................................................... 47
11.2.2 de invloed van de marktvorm ................................................................................................................ 47
11.2.3 elasticiteit van de vraag......................................................................................................................... 48
11.2.4 invloed van prijs op de winst.................................................................................................................. 49
11.2.5 andere externe factoren ........................................................................................................................ 49
11.2.6 beperkende wetgeving .......................................................................................................................... 49
11.3 bijzondere soorten prijsbeleid ............................................................................................................ 50
11.3.1 Prijsbeleid voor nieuwe producten ................................................................................................ 50
11.3.2 prijsbeleid voor het assortiment .................................................................................................... 50
11.4 prijsaanpassingsbeleid...................................................................................................................... 51
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