Samenvatting Marketing Fundamentals - marketing de essentie 14de editie
35 views 0 purchase
Course
Marketing Fundamentals
Institution
Thomas More Hogeschool (tmhs)
Book
Marketing, de essentie
Samenvatting van het vak Marketing Fundamentals en het boek Marketing de essentie 14de editie. Dit vak wordt gegeven aan bedrijfsmanagement in het 1ste jaar, 1ste semester aan Thomas More in Mechelen. Deze samenvatting bevat alle te kennen leerstof voor het examen: de slides, het boek en veel tabel...
Marketing Fundamentals
Table of Contents
Hoofdstuk 1: Marke0ng ..................................................................................................... 6
Inleiding..................................................................................................................................... 6
1.1 Wat is marke3ng? .......................................................................................................... 6
1.2 Het marke3ngproces ..................................................................................................... 8
1.2.1 Stap 1: De markt en behoe@en doorgronden ............................................................. 8
1.2.2 Stap 2: Een klantgestuurde marke3ngstrategie ontwikkelen ...................................... 9
1.2.3 Stap 3: Een marke3ngplan en -programma opstellen ................................................10
1.2.4 Stap 4: Winstgevende klantenrela3es opbouwen .....................................................11
1.2.5 Stap 5: Waarde van klanten realiseren ......................................................................12
Marke3ng vroeger en nu ...........................................................................................................13
1.3 Marke3ngconcepten .....................................................................................................15
Hoofdstuk 2: Bedrijfs- en marke0ngstrategie ................................................................... 19
2.1 Strategische planning voor het hele bedrijf .........................................................................19
2.1.1 Een marktgerichte missie formuleren ...............................................................................20
Case: CoolBlue ..........................................................................................................................21
Voorbeeld .................................................................................................................................21
Voorbeeld .................................................................................................................................22
Voorbeeld .................................................................................................................................22
2.1.1 Een marktgerichte missie formuleren ...............................................................................22
2.1.2 Doelen en doelstellingen bepalen.....................................................................................23
2.1.3 Het ac3viteitenporQolio ontwerpen .................................................................................24
2.2 De marke3ng plannen: ........................................................................................................28
Samenwerkingsverbanden aangaan om klantrela3es op te bouwen .........................................28
2.2.1 Samenwerking met andere afdelingen..............................................................................28
2.2.2 Samenwerking met partners ............................................................................................29
2.3 Marke3ngstrategie en de marke3ngmix ..............................................................................29
2.3.1 Strategie in rela3e tot de concurren3e .............................................................................30
2.3.2 Verdienmodel...................................................................................................................31
2.3.3 Klantgerichte marke3ngstrategie ......................................................................................33
2.3.4 De marke3ngmix samenstellen.........................................................................................34
2.4 Het management van de marke3nginspanningen ................................................................35
1
,Overzicht Hoofdstuk 2...................................................................................................... 37
Hoofdstuk 3: Marke0ngomgeving ................................................................................... 38
De omgevingsanalyse................................................................................................................38
3.1 De micro-omgeving van het bedrijf......................................................................................38
3.2 De meso-omgeving van het bedrijf ......................................................................................39
3.2.2 Bedrijfstak ........................................................................................................................39
3.2.1 Afnemers .........................................................................................................................40
3.2.3 Leveranciers .....................................................................................................................40
3.2.4 Concurrenten ...................................................................................................................40
3.2.6 Externe belangengroepen.................................................................................................41
3.3 De macro-omgeving van het bedrijf .....................................................................................41
Hoofdstuk 6: Marktsegmentering, doelgroepbepaling en posi0onering ........................... 45
STP ...........................................................................................................................................46
6.1 Marktsegmenta3e (STP) ......................................................................................................46
6.1.1 Segmenta3ecriteria B2C ...................................................................................................46
6.1.4 Voorwaarden voor effec3eve segmenta3e .......................................................................47
6.2 Keuze van de doelgroep (targe3ng, STP) ..............................................................................47
6.2.1 Marktsegmenten beoordelen ...........................................................................................47
6.2.2 Doelmarkten selecteren ...................................................................................................48
Persona.....................................................................................................................................48
6.3 Posi3onering (STP) ..............................................................................................................49
6.3.1 Posi3oneringsdiagram ......................................................................................................49
6.3.2 Posi3oneringsstrategie kiezen ..........................................................................................50
Hoofdstuk 7: Producten, diensten en merkenstrategie ..................................................... 52
7.1 Wat is een product? ............................................................................................................52
7.1.1 Producten en diensten .....................................................................................................52
7.1.2 Classifica3es van producten en diensten...........................................................................54
Consumentenproducten ...........................................................................................................54
Industriële producten ...............................................................................................................55
7.2 Product- en dienstbeslissingen ............................................................................................56
7.2.1 Beslissingen over producten en diensten ..........................................................................56
7.2.1 Beslissingen over producten en diensten ..........................................................................56
7.2.2 Productlijnbeslissingen .....................................................................................................57
7.2.3 Beslissingen over het assor3ment ....................................................................................57
7.3 Marke3ng van diensten .......................................................................................................58
2
, 7.3.2 Dienstencon3nuüm ..........................................................................................................59
7.3.3 Interac3eve consump3e ...................................................................................................60
7.3.4 Marke3ngstrategieën voor dienstverlening ......................................................................60
7.4 Merkenstrategie ..................................................................................................................61
7.4.1 Brand Equity .....................................................................................................................62
Brand valua3on ........................................................................................................................62
7.4.2 Sterke merken opbouwen ................................................................................................62
Merkontwikkeling .....................................................................................................................64
7.4.3 Merken beheren...............................................................................................................65
7.5 Strategie voor ontwikkeling nieuwe producten....................................................................65
7.5 Strategie voor ontwikkeling nieuwe producten....................................................................69
7.6 Productlevenscyclusstrategieën...........................................................................................70
7.6.1 Introduc3efase .................................................................................................................71
7.6.2 Groeifase ..........................................................................................................................71
7.6.3 Volwassenheidsfase .........................................................................................................72
7.6.4 Neergangsfase ..................................................................................................................72
Hoofdstuk 8: Prijsbeleid ................................................................................................... 73
8.1 Wat is prijs? ........................................................................................................................73
8.2 Factoren die van belang zijn bij de prijszefng .....................................................................73
8.2.1 Interne factoren die invloed hebben op prijs ....................................................................74
8.2.2 Externe factoren die invloed hebben op prijs ....................................................................74
8.3 Algemene prijsmethoden ....................................................................................................75
8.3.1 Kostengeoriënteerde prijszefng ......................................................................................75
8.3.2 Vraaggeoriënteerde prijszefng ........................................................................................76
8.3.3 Concurren3egerichte prijszefng ......................................................................................76
8.4 Prijsstrategieën voor nieuwe producten ..............................................................................77
8.5 Prijsstrategieën voor het assor3ment ..................................................................................77
8.6 Prijsaanpassingsstrategieën.................................................................................................79
8.7 Prijswijzigingen ...................................................................................................................81
Hoofdstuk 9: Distribu0ebeleid ......................................................................................... 82
9.1 Value delivery network / Waardeketen ...............................................................................82
9.2 De aard en het belang van distribu3ekanalen ......................................................................82
9.2.1 De toegevoegde waarden van kanaalleden .......................................................................82
9.2.2 Aantal tussenschakels in kanaal........................................................................................83
9.3 Gedrag en organisa3e van distribu3ekanalen ......................................................................85
9.3.2 Ver3cale marke3ngsystemen............................................................................................85
3
, 9.3 Gedrag en organisa3e van distribu3ekanalen ......................................................................86
9.4 Kanaalontwerpbeslissingen .................................................................................................86
9.5 Marke3nglogis3ek en ketenmanagement............................................................................87
9.6 Detailhandel........................................................................................................................87
9.6.2 Marke3ngbeslissingen in de detailhandel .........................................................................87
9.6.3 De toekomst van de detailhandel .....................................................................................88
9.7 Webshops ...........................................................................................................................88
Hoofdstuk 10: Marke0ng ................................................................................................. 92
Marke3ngplan ..........................................................................................................................92
10.1 De marke3ngcommunica3emix .........................................................................................93
10.1.1 Veranderende omgeving .................................................................................................93
10.1.2 Geïntegreerde marke3ngcommunica3e ..........................................................................97
10.3 De totale communica3emix vaststellen .............................................................................98
10.3.1 Communica3edoelstellingen formuleren ...................................................................... 102
10.3.2 Communica3ebudget vaststellen .................................................................................. 105
10.3.3 Communica3estrategie formuleren .............................................................................. 106
10.3.4 Campagne-implementa3e ............................................................................................ 107
10.4 Online marke3ng............................................................................................................. 108
10.4.3 Vormen van online marke3ng ....................................................................................... 108
10.4.3 Vormen van online marke3ng ....................................................................................... 110
10.5 Sales promo3on .............................................................................................................. 114
10.6 Public Rela3ons ............................................................................................................... 117
10.7 Sales................................................................................................................................ 119
10.8 Direct marke3ng.............................................................................................................. 120
10.9 Out of home marke3ng ................................................................................................... 121
10.10 Experience marke3ng .................................................................................................... 122
10.11 Product placement ........................................................................................................ 123
Customer Excellence ...................................................................................................... 124
Part one: The brilliant basics ................................................................................................... 124
1. Creër een krach3ge visie ................................................................................................. 125
2. Maak die visie tastbaar voor het hele bedrijf .................................................................. 126
3. 100 kleine projecten ....................................................................................................... 126
4. Intelligence, augmented ................................................................................................. 126
5. Vier kleine successen ...................................................................................................... 127
6. Directe klantenfeedback voor iedereen........................................................................... 127
7. Fric3on hunters .............................................................................................................. 127
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Alex1911. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.50. You're not tied to anything after your purchase.
