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Samenvatting Marketing EDU-BOOK Kennis B, Periode 2
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Samenvatting van alle theorie van het EDU-BOOK voor Marketing. Met alle tabellen en figuren. Jaar 1, periode 2, Kennis B.
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MARKETING, KENNIS BSAMENVATTING
Simone Arts| Fontys Hogeschool Communicatie
JAAR 1, PERIODE 2, KENNIS B Tentamen: 08-01-2018
,Inhoud
Wat is marketing?...................................................................................................................................3
Marketingoriëntaties..............................................................................................................................4
Het marketingproces..............................................................................................................................4
Consumentengedrag..............................................................................................................................5
Verlangens..............................................................................................................................................5
Klantrollen..............................................................................................................................................5
Het koopproces in zes stappen...............................................................................................................5
Behoefte- of probleemherkenning.........................................................................................................5
Zoeken naar informatie..........................................................................................................................6
Evalueren van de alternatieven..........................................................................................................6
Keuze van een geschikt alternatief.....................................................................................................6
De koop..............................................................................................................................................7
Evalueren van de koop........................................................................................................................7
Vormen van koopgedrag.........................................................................................................................7
Invloeden op het keuzegedrag................................................................................................................8
Persoonlijke factoren..............................................................................................................................9
Sociale en culturele factoren..................................................................................................................9
Omgeving Micro-omgeving...................................................................................................................10
Beschikbare middelen..........................................................................................................................10
Functies van het bedrijf........................................................................................................................10
Marketing audit....................................................................................................................................10
Meso-omgeving....................................................................................................................................10
Concurrentieanalyse.............................................................................................................................10
Concurrentenanalyse............................................................................................................................11
Klantenanalyse.....................................................................................................................................11
Stakeholderanalyse...............................................................................................................................11
Marco-omgeving: trendanalyse............................................................................................................12
Segmentatie, doelgroep keuze en positionering...................................................................................13
Segmenteren........................................................................................................................................13
Doelgroep keuze...................................................................................................................................13
Selecteren van marktsegmenten..........................................................................................................13
Positioneren.........................................................................................................................................13
Product.................................................................................................................................................15
Het kernproduct...................................................................................................................................15
,Het werkelijke product.........................................................................................................................15
Het uitgebreid product.........................................................................................................................16
Productcategorieën..............................................................................................................................16
Merken.................................................................................................................................................16
Prijs.......................................................................................................................................................17
Hoe de juiste prijs te bepalen...............................................................................................................17
Wat wil je met de prijs bereiken?.........................................................................................................17
Regels rondom prijzen:.........................................................................................................................17
Aanpassen van prijzen..........................................................................................................................18
Prijzen optimaliseren............................................................................................................................18
Plaats....................................................................................................................................................19
Een distributiekanaal kiezen.................................................................................................................20
Distributie-intensiteit............................................................................................................................20
Promotie...............................................................................................................................................22
Theoretische achtergronden................................................................................................................22
Marketingcommunicatie-instrumenten................................................................................................22
Marketingcommunicatiemedia.............................................................................................................23
Stappen effectieve communicatie........................................................................................................24
E-business & E-commerce....................................................................................................................25
De online marketing funnel..................................................................................................................25
Customer journey.................................................................................................................................26
Verdienmodellen..................................................................................................................................26
Online interactie...................................................................................................................................30
Zoekmachinemarketing & Affiliate marketing......................................................................................31
Zoekmachinemarketing (SEM)..............................................................................................................31
Zoekmachineoptimalisatie (SEO)..........................................................................................................32
Zoekmachine-adverteren (SEA)............................................................................................................32
Zoektermen..........................................................................................................................................32
Affiliate marketing................................................................................................................................33
Emailmarketing en conversie................................................................................................................33
Soorten mailings...................................................................................................................................34
mogelijkheden van e-mailmarketing....................................................................................................35
Tips voor e-mailings..............................................................................................................................35
Social media marketing.........................................................................................................................35
Do’s social media..................................................................................................................................36
Return on investment (ROI)..................................................................................................................36
, Mobile marketing.................................................................................................................................36
Businessmodellen voor apps................................................................................................................36
Online strategie....................................................................................................................................37
Kosten en opbrengsten.........................................................................................................................37
Beroepen in marketing:
Sales- of verkoopgerichte beroepen
Marketinggeoriënteerde beroepen
Beroepen gericht op marketingcommunicatie
Het ondernemen als beroep
Taken van een marketeer:
Verschaffen van marketing kennis en klantinzicht (customer insight)
Richting geven aan de marketingstrategieën van de onderneming
Klantpropositie ontwikkelen
Uitvoeren en managen van marketingcommunicatie
Ontwikkelen en gebruiken van marketing en marktinformatie
Marketingprogramma’s uitvoeren
Marketingplannen opstellen
De marketeer denkt na over:
Het product
Prijszetting
Hoe het product in de markt te zetten
Welke communicatie daarbij te gebruiken
Hoe te zorgen dat het product bij de klant terecht komt
Wat is marketing?
Kernvragen binnen de marketing de vier P’s De vier c’s
Wat heeft een klant nodig? Product Customer (klant)
Hoe komt een klant eraan? Plaats Convenience (gemak)
Hoeveel is het de klant waard? Prijs Cost (kosten)
Hoe weet de klant dat wij de Promotie Communication (communicatie)
behoefte kunnen vervullen?
Vier P’s zijn meer gericht op producten
Vier C’s zijn meer gericht op de klant
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