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,Contents
H1 Het marketingproces ......................................................................................................................... 5
Marktleider wordt niche-innovator .................................................................................................... 5
Wat is marketing ................................................................................................................................. 5
1) Analyse ........................................................................................................................................ 7
1. Niveaus van planning .............................................................................................................. 7
Case: Dopper ....................................................................................................................................... 9
Analyse op niveau van product/markt .............................................................................................. 10
Kernbegrippen ................................................................................................................................... 13
Stap 2: Een marketingstrategie formuleren ...................................................................................... 13
Van marketingstrategie naar tactiek ................................................................................................. 16
Implementatie en evaluatie ( niet zo uitgebreid gezien!) ................................................................. 19
Het veranderende marketinglandschap ............................................................................................ 20
H3: De marketingomgeving ................................................................................................................... 23
Kernbegrippen (niet gezien) .............................................................................................................. 25
Marktonderzoek .................................................................................................................................... 26
Netflix ................................................................................................................................................ 26
Marketinginformatie en inzicht in klantengedrag............................................................................. 26
Marktonderzoek ................................................................................................................................ 28
1. Stappen in het MKTO proces ................................................................................................. 28
Marktvraag bepalen .......................................................................................................................... 35
Formule van Parfitt & Collins ............................................................................................................ 36
Voorspellen van de toekomstige vraag => prof is hier heel snel over gegaan niet in detail! ........... 36
Nog iets dat hem zei dat volledig naast de kwestie was ................................................................... 37
Specifieke toepassingen van marktonderzoek => snel overgegaan, niet in detail!!! ....................... 37
Specifieke toepassingen .................................................................................................................... 38
Kernbegrippen ................................................................................................................................... 38
H4:Consumentengedrag........................................................................................................................ 39
Introcases .......................................................................................................................................... 39
Factoren die van invloed zijn op koopgedrag ................................................................................... 39
MMC .................................................................................................................................................. 47
Koopgedrag ....................................................................................................................................... 48
H5:B2B ................................................................................................................................................... 52
Case leaseplan ................................................................................................................................... 52
Oxurion ( niet gezien in de les ) ......................................................................................................... 52
Poppy ( niet gezien in de les, wel interessant ) ................................................................................. 53
1
, Businessmarkten ............................................................................................................................... 53
Koopgedrag van organisaties ............................................................................................................ 56
Hoe komen bedrijfsinkopers tot hun beslissing ................................................................................ 59
Institutionele markten en overheidsmarkten ................................................................................... 61
Digital B2b strategy (niet gezien) ...................................................................................................... 62
Case: curana, (Belangrijk!)................................................................................................................. 64
H8: Klantgerichte marketingstrategie ................................................................................................... 65
Marktsegmentatie ............................................................................................................................. 65
Keuze van de doelgroep .................................................................................................................... 71
Differentiatie en positionering .......................................................................................................... 73
Sponsoring: de transformatie................................................................................................................ 76
GROEI Xp MARKETING EN SPONSORING........................................................................................... 77
1. GROEI SPONSORING VANUIT PERSPECTIEF Xp-industrie ...................................................... 79
2. GROEI SPONSORING VANUIT MERKENPERSPECTIEF ............................................................ 79
Hobbyistische sponsoring.................................................................................................................. 79
Activerende sponsoring..................................................................................................................... 80
CBT sponsoring .................................................................................................................................. 80
1. Conversatie ............................................................................................................................ 82
3. Belevenis................................................................................................................................ 82
4. Terugverdiensponsoring........................................................................................................ 82
Conclusie ........................................................................................................................................... 83
H9: Product, dienst en merkbeleid........................................................................................................ 84
MMC BPOST ...................................................................................................................................... 84
Openingscase: L’oreal ( valt weg! ).................................................................................................... 84
Product .............................................................................................................................................. 85
Productbeslissingen........................................................................................................................... 88
1. Beslissingen over afzonderlijke producten en diensten........................................................ 88
5. Merkbeslissingen ................................................................................................................... 89
6. Productgroepbeslissingen ..................................................................................................... 90
Diensten ............................................................................................................................................ 91
7. prijsdiscriminatie en prijsdifferentiatie ................................................................................. 92
8. promotie, bijvoorbeeld weekendarrangement in zakenhotel .............................................. 92
9. reserveringssysteem en last-minute ..................................................................................... 92
Marketing van diensten .................................................................................................................... 93
Merkenbeleid: sterke merken opbouwen......................................................................................... 95
Productontwikkeling en levenscyclusstrategie ..................................................................................... 98
2
, Ontwikkeling van nieuwe producten ................................................................................................ 98
Proces van de ontwikkeling van nieuwe producten.......................................................................... 99
Managen van productontwikkeling................................................................................................. 102
PLC beleid ........................................................................................................................................ 102
Geintegreerde marketingcommunicatie ............................................................................................. 107
Geintegreerde mktc ........................................................................................................................ 107
Effectieve mktc ................................................................................................................................ 108
Communicatiemiddelen .................................................................................................................. 112
Het promotiebudget samenstellen ................................................................................................. 114
Direct marketing .............................................................................................................................. 115
Maatschappelijk verantwoorde MKTC ............................................................................................ 116
Betaalde media.................................................................................................................................... 117
MMC ................................................................................................................................................ 117
Reclame ........................................................................................................................................... 117
Sales promo ..................................................................................................................................... 121
Andere vormen................................................................................................................................ 122
Ambusmarketing ............................................................................................................................. 122
Eigen & verdiende media .................................................................................................................... 125
Eigen media ..................................................................................................................................... 125
Social media: brugfunctie tussen eigen media en verdiende media .............................................. 126
Vormen van verdiende media (PR) ................................................................................................. 127
Case: werving FEB studenten .......................................................................................................... 128
Prijsbeleid ............................................................................................................................................ 128
Openingscases ................................................................................................................................. 129
Wat is prijs? ..................................................................................................................................... 129
Prijszetting ....................................................................................................................................... 129
Prijsstrategie .................................................................................................................................... 133
Prijswijzigingen ................................................................................................................................ 134
Distributiebeleid .................................................................................................................................. 135
Openingscase .................................................................................................................................. 135
Bedrijfskolom .................................................................................................................................. 136
Verticaal managementsysteem ....................................................................................................... 138
1. Franchising........................................................................................................................... 138
Horizontale marketingsytemen ....................................................................................................... 139
Multichanneldistributiesysteem ..................................................................................................... 139
Kanaalontwerpbeslissingen ............................................................................................................. 140
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