Ik heb deze samenvatting gemaak aan de hand van zijn lessen en zijn boek in deze marketing management samenvatting vinden jullie meer terug over de strategie, de marketing , sales ,product strategie en nog zo veel meer, neem zeker een kijkje.
Marketing Management
Inhoudsopgave
Wat is marketingmanagement?..................................................................................................................... 5
Wat is strategie?............................................................................................................................................ 5
Definitie van marketing.................................................................................................................................. 5
Definitie van strategisch management........................................................................................................... 6
Marketing vs verkoop.................................................................................................................................... 6
De drie componenten binnen de omgeving van een bedrijf............................................................................6
How marketing was born…/ hoe is marketing onstaan...................................................................................6
Marketing en sales concept............................................................................................................................ 7
Verschillende Definitie Van Marketing:.......................................................................................................... 9
Wat betekend:............................................................................................................................................... 9
If the customer were a rabbit what would be its needs................................................................................10
Een fundamentele vraag: hoe kunnen we minder op een cosmeticafabriek lijken?.......................................10
Marketing Versus Sales................................................................................................................................ 11
Marketing And Sales Concepts Contrasted................................................................................................... 11
The Product Life Cycle (plc).......................................................................................................................... 11
The Product Life Cycle introductie................................................................................................................ 11
Toepassingen van de Productlevenscyclus.................................................................................................... 12
Problemen met het gebruik van de PLC........................................................................................................ 13
Introductiefase van de PLC........................................................................................................................... 13
Groeifase van de plc..................................................................................................................................... 13
,Volwassenheidsstadium van de PLC............................................................................................................. 13
The Adoption Cycle...................................................................................................................................... 14
The Product life cycle stretching................................................................................................................... 15
Verklaar wat plc strechting is of wat is het verschil tussen plc strechting en pls recycle?...............................15
De instrumenten voor marketeers............................................................................................................... 15
De 7P’s :....................................................................................................................................................... 16
Uitgebreide marketingmix voor diensten..................................................................................................... 16
The marketing mindset................................................................................................................................ 17
En de beperkingen van marketing................................................................................................................ 17
Marketing in verschillende omgevingen....................................................................................................... 17
De dienstenmarketing driehoek................................................................................................................... 17
De strategische driekhoek............................................................................................................................ 18
Manage the expectations ( de verwachtingen beheren)................................................................................19
Manage the relationship with your customers.............................................................................................. 19
De 4 belangrijke A’s..................................................................................................................................... 19
Push vs pull strategy.................................................................................................................................... 20
Deel 2 Segmentation , targeting , positionering............................................................................................21
Barrières en voordelen................................................................................................................................. 23
Sleutel tot succes......................................................................................................................................... 26
Fundamentele thema's voor positionering................................................................................................... 27
Schaaleffecten bij de acrylproductie............................................................................................................. 29
klanten en leveranciers................................................................................................................................ 29
Factoren die de rivaliteit beïnvloeden.......................................................................................................... 30
Relatie tussen intreding, uittreding en winstgevendheid..............................................................................31
Hoe kan men (strategisch gezien) voordeel halen uit de concurrentie?.........................................................31
Hoe kan men stabiliteit in een industrie waarborgen....................................................................................32
De acties van concurrenten.......................................................................................................................... 32
Ontwikkeling van nieuwe producten en product levens cyclusstrategieën....................................................34
3 levels of product....................................................................................................................................... 34
Mass Cutomizer........................................................................................................................................... 37
Vereisten om een Mass Customizer te worden.............................................................................................37
Invloed op functionele gebieden.................................................................................................................. 37
Welke factoren maken productaanpassing nodig bij het betreden van nieuwe markten?.............................39
Nieuwheid en risico van mislukking.............................................................................................................. 39
New-Product Development strategie........................................................................................................... 39
Strategieën voor het verkrijgen van nieuwe productideeën omvatten:.........................................................39
Belangrijkste fasen in de ontwikkeling van een nieuw product.....................................................................40
Idee generatie.............................................................................................................................................. 40
Idee screening............................................................................................................................................. 40
Idee testen.................................................................................................................................................. 40
Idee ( marketingstrategie)............................................................................................................................ 41
Bedrijfsanalyse en productonwikkeling........................................................................................................ 41
Idee test...................................................................................................................................................... 41
The s- saped diffusion curve......................................................................................................................... 41
Welke factoren beïnvloeden de snelheid van stijgen....................................................................................42
Best global brands....................................................................................................................................... 42
World’s most respected Co’s........................................................................................................................ 42
Wat drijft innovatie?.................................................................................................................................... 43
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