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Samenvatting Strategische Marketingplanning ( 1 )
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Goede samenvatting van het boek Strategische Marketingplanning. De 8e druk.
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In deze samenvatting vindt je eenuitgebreide uitwerking van het boek
strategische marketingplanning. Alle
relevante afbeeldingen uit het boek
komen erin voor met passende uitleg.
Samenvatting
strategische
marketingpla
nning ( 1 )
Karel Jan Alsem / E.J. Kostelijk
8e druk. H1 t/m H7.
Brandon B.
,Inhoud
Hoofdstuk 1 Kern van marketing ............................................................................................................. 4
1.1 Het veranderende landschap van marketing ................................................................................ 4
1.2 Wat is marketing? .......................................................................................................................... 5
1.2.3 Ontwikkelingen in marketing na 2000: de rol van het merk ................................................. 7
1.2.5 Marketing als verzameling van activiteiten ............................................................................ 8
1.2.7 Vormen van marketing ........................................................................................................... 9
Hoofdstuk 2 Het strategisch marketingplanningsproces ......................................................................... 9
2.1 Niveaus in een onderneming......................................................................................................... 9
2.1.1 Het ondernemingsniveau ..................................................................................................... 10
2.1.2 Het divisie- en SBU-niveau ................................................................................................... 10
2.1.3 Het product- en marktinstrumentniveau ............................................................................. 10
2.2 Kern van de marketingstrategie................................................................................................... 10
2.2.2 Marketingstrategie: doelgroep en positionering.................................................................. 10
Hoofdstuk 3 Missie, waardestrategie en marktafbakening ................................................................... 12
3.1 Naar een klantgerichte visie ........................................................................................................ 12
3.1.1 Functies van een missie ........................................................................................................ 12
3.1.2 Twee soorten missies en mvo............................................................................................... 13
3.1.3 Visie van een onderneming .................................................................................................. 14
3.2 Waardestrategieën ...................................................................................................................... 14
3.2.1 waardestrategieën van Treacy en Wiersema ....................................................................... 14
3.2.2 Andere indelingen ( Porter ) ................................................................................................. 15
3.3 Marktafbakening ......................................................................................................................... 16
3.3.1 Marktafbakening op SBU-niveau .......................................................................................... 17
3.3.2 Marktafbakening op het product-merkniveau ..................................................................... 17
Hoofdstuk 4 Interne analyse.................................................................................................................. 18
4.1 Doelstellingen .............................................................................................................................. 18
4.1.2 Soorten doelstellingen: de balanced scorecard ................................................................... 19
4.2 Evaluatie van de resultaten ..................................................................................................... 20
4.2.1 Doel van metingen................................................................................................................ 20
4.2.2 Gedetailleerde analyse van klantgerichte variabelen .......................................................... 20
4.4 Interne analyse op ondernemigsniveau ...................................................................................... 21
4.4.3 Marketingaudit ..................................................................................................................... 22
4.5 Interne analyse op merkniveau ................................................................................................... 22
Hoofdstuk 5 Afnemersanalyse............................................................................................................... 22
, 5.2 Segmentatieonderzoek................................................................................................................ 23
5.2.1 Eisen aan segmenten ............................................................................................................ 23
5.2.2 Stappen en methoden .......................................................................................................... 23
5.3 Modellen van klantwaarden ........................................................................................................ 23
5.3.2 Het multi-attribuut-attitudemodel ....................................................................................... 23
5.3.3 Middel-doelketen ................................................................................................................. 24
5.3.4 Het SERQUAL-model ............................................................................................................. 25
5.4 Onderzoek naar klantwaarden .................................................................................................... 26
5.4.1 Belang van eigenschappen en conjunct meten .................................................................... 26
5.4.2 Merkpercepties en MDS ....................................................................................................... 28
5.5 Meten van merksterkte ............................................................................................................... 28
5.5.1 Merkkracht en merkwaarde ................................................................................................. 29
5.6 Individuele klantgegevens ........................................................................................................... 29
5.6.1 Mogelijkheden van online data ............................................................................................ 29
5.6.2 Selecteren van klanten ......................................................................................................... 30
5.7 Primair onderzoek ....................................................................................................................... 31
Hoofdstuk 6 Bedrijfstakanalyse ............................................................................................................. 31
6.1 Concurrentieanalyse: bedrijfstak en concurrenten ..................................................................... 31
6.2 Doel en opbouw van de bedrijfstakanalyse................................................................................. 32
6.2.1 Doel van de bedrijfstakanalyse ............................................................................................. 32
6.2.2 Opbouw van de bedrijfstakanalyse ...................................................................................... 33
6.3 Macro-omgevingsanalyse ............................................................................................................ 33
6.3.1 Demografische factoren ....................................................................................................... 34
6.3.2 Economische factoren .......................................................................................................... 34
6.3.3 Sociaal-culturele factoren..................................................................................................... 34
6.3.4 Technologische factoren ....................................................................................................... 35
6.3.5 Ecologische factoren ............................................................................................................. 35
6.3.6 Politiek-juridische factoren ( overheid ) ............................................................................... 35
6.3.7 Aandachtspunten bij de macro-omgevingsanalyse .............................................................. 35
6.4 Geaggregeerde marktfactoren .................................................................................................... 36
6.4.1 Marktomvang ....................................................................................................................... 36
6.4.2 Markt – en submarktgroei en de productlevenscyclus ........................................................ 36
6.4.3 Conjunctuur – en seizoengevoeligheid................................................................................. 37
6.5 Bedrijfstakstructuurfactoren ....................................................................................................... 37
6.5.1 Winstgevendheid .................................................................................................................. 37
6.5.2 De bedrijfstakstructuur volgens Porter ................................................................................ 37
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