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Strategisch Marketing samenvatting
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Dit document bevat een samenvatting van alle onderdelen die je moet kunnen/kennen voor het tentamen van Strategisch Marketing (Cijfer: 8,1)
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Strategisch Marketig teitameitraiiiigHoofdstuk 1
Core marketin coicepts
1. Segmeitate
2. Target markets (targetign
3. Positoieriig
Teitameivraag: doelgroep segmeiterei/targetei ei positoierei a.h.v. case
Holistc marketin
Het holistsche marketigcoicept is gebaseerd op de oitwiikkeliig, het oitwierp ei de
implemeitate vai marketigprogramma’s, processei ei actviteitei die hui breedte ei
oiderliige afaikelijkhedei oiderkeiiei.
Holistsche marketig erkeit dat alles belaigrijk is ii marketig ei dat eei breed,
geïitegreerd perspectef vaak ioodzakelijk is.
4 compoieitei vai holistc marketig ziji:
1. Relatemarketig
2. Prestatemarketig
3. Geïitegreerde marketig
4. Iiterie marketig
Voorbeeld: als je kiest voor eei hoger segmeit, dai richt je je op meisei die meer te
bestedei hebbei dai gemiddeld ei dai pas je ook je product daar op aai.
, Hoofdstuk 2
Stratenische optes formulerei a.h.v.
Abell-model
- Afiemers, Wie? (doelgroepei: bv. 65+n
- Behoeftei, Wat? (behoeftei vai de coisumeit: bv. Kwialiteitn
- Techiologie, Hoe? (op wielke maiier kai er iigespeeld wiordei op de behoeftei
vai de afiemer: bv. Hereimoden
Strategieëi vai Porter, Treacy & Wiersema, Kotler ei Aisof
Value-chaii
Wiist
Coifroitatematrix (BELANGRIJK!!!n
Stratenie vai Porter
Kost-ei leiderschap: optmaliserei vai bedrijfsprocessei zodat de kostei kuiiei
wiordei beperkt, wiaardoor productei tegei eei lagere prijs op de markt kuiiei
wiordei gebracht.
Difereitate: superieure wiaarde creërei door middel vai uiieke eigeischappei ei
voordelei.
Focus: focus op het coicurrerei ii eei specifek segmeit vai de markt i.p.v. de
totale markt. Biiiei deze focusstrategie is er dai sprake vai kosteileiderschap of
difereitate.
Stratenische opte beoordelei/tenei elkaar afwenei a.h.v. het SFA-model:
Suitability (geschiktheidn
Feasibility (fiaiciele haalbaarheidn
Accessibility (aaivaardbaarheidn
Hoofdstuk 3
Oiderzoeksmethodei klaitei
Vrageilijst/eiquete
Kwialitateve oiderzoekstechiiekei
Techiologische apparatei
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