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SAMENVATTING MARKETING VIVES GBM DHR STURBEAUX COMPLEET MET VOORBEELDEN! (OOK CASES SLASH AGENCY + BEYOND)!!

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  • Marketing, de essentie

Complete samenvatting van het vak Marketing van de heer Sturbeaux Tweede semester Marketing: De Essentie VIVES GBM EERSTE JAAR Global business management

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  • Yes
  • May 19, 2024
  • 111
  • 2023/2024
  • Summary

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  • marketing
  • sturbeaux
  • yannick sturbeaux
  • examen
  • sem2
  • brugge
  • vives brugge
  • examen
  • marketingg
  • de essentie
  • fiscaliteit
  • vives
  • global business management
  • samenvatting

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Samenvatting examen Marketing
1 GBM Yannick Sturbeaux juni
VIVES BRUGGE
Inhoudsopgave
1.1 Wat is marketing?............................................................................................. 6
1.2 Het marketingproces........................................................................................ 8
Stap 2: marketingstrategie.................................................................................. 8
Stap 3: marketingprogramma........................................................................... 10
Stap 4 : (winstgevende) klantenrelaties opbouwen...........................................12
Stap 5: waarde van klanten realiseren..............................................................13
1.3 Marketingmanagementconcepten..................................................................15
1.3.1 Productieconcept...................................................................................... 15
1.3.2 Productconcept........................................................................................ 15
1.3.3 Verkoopconcept........................................................................................ 15
1.3.4 Marketingconcept..................................................................................... 15
1.3.5 Maatschappelijk marketingconcept..........................................................16
1.3.6 Duurzaam marketingconcept...................................................................16
1.3.7 Conclusie.................................................................................................. 16
1.4 Marketingethiek.............................................................................................. 16
2. Bedrijfs- en marketingstrategie........................................................................17
2.1 Strategische planning voor het hele bedrijf: rol van marketing......................17
2.1.1 Marktgerichte missie formuleren..............................................................17
2.1.2 Doelen en doelstellingen bepalen............................................................19
2.1.3 De activiteitenportfolio ontwerpen...........................................................19
2.2 De marketing plannen: samenwerkingsverbanden aangaan om
klantenrelaties op te bouwen............................................................................... 21
2.3 Marketingstrategie en de marketingmix.........................................................22
2.3.1 Strategie in relatie tot de concurrentie: de drie generieke strategieën van
Porter i.v.m. concurrentievoordeel....................................................................23
2.3.2 Businessmodel......................................................................................... 24
2.3.3 Klantgerichte marketingstrategie.............................................................24
2.3.4 De marketingmix samenstellen................................................................25
2.4 Het management van de marketinginspanningen..........................................26
2.4.1 Omgevingsanalyse................................................................................... 26

, 2.4.2 Marketingplanning.................................................................................... 26
2.4.3 Implementatie van het marketingplan.....................................................27
2.4.4 Controle, evaluatie, bijsturing..................................................................27
2.4.5 Marketingrendement................................................................................ 28
3. Marketingomgeving.......................................................................................... 28
3.1 De micro-omgeving van het bedrijf................................................................28
3.2 De meso-omgeving van het bedrijf................................................................29
3.2.1 Afnemers.................................................................................................. 29
3.2.2 Bedrijfstak................................................................................................ 30
3.2.3 Leveranciers............................................................................................. 30
3.2.4 Concurrenten............................................................................................ 31
3.2.5 Distributiekolom en overige intermediairs................................................31
3.2.6 Externe belangengroepen........................................................................31
3.3 De macro-omgeving van het bedrijf...............................................................32
3.4 Duurzaamheidsbeleid..................................................................................... 34
3.5 Omgaan met de marketingomgeving.............................................................34
3.6 Marktonderzoek.............................................................................................. 34
4. Koopgedrag van consumenten en bedrijven....................................................43
4.1 Inleiding.......................................................................................................... 43
4.1.1 Customer journey..................................................................................... 43
4.1.2 Beïnvloedende factoren........................................................................... 44
4.1.3 Besluitvormingsproces............................................................................. 48
4.1.4 Besluitvormingsproces nieuw product......................................................49
4.1.5 Internationaal consumentengedrag.........................................................50
4.2 Business-to-businessmarkten en koopgedrag organisatie..............................51
4.2.1 B2B-markten............................................................................................ 51
5.2.2 Koopgedrag organisaties..........................................................................52
4.2.3 Bedrijfsinkopen op internet......................................................................56
4.2.4 CASE BEYOND........................................................................................... 56
5. Segmentatie, doelgroep en positionering.........................................................57
5.1 Segmentatie................................................................................................... 57
5.1.1 Segmentatiecriteria B2C..........................................................................58
5.1.2 Segmentatiecriteria B2B..........................................................................59
5.1.3 Segmentatie van internationale markten.................................................59
5.1.4 Wanneer is segmentatie effectief?...........................................................60
5.2 Doelgroep....................................................................................................... 60
5.2.1 Marktsegmenten beoordelen....................................................................60

, 5.2.2 Doelmarkten selecteren...........................................................................61
5.2.3 Overige aspecten doelgroepmarketing....................................................62
5.3 Positionering om een concurrentievoordeel te behalen..................................63
5.3.1 Positioneringsdiagram.............................................................................. 63
5.3.2 Positioneringsstrategie kiezen..................................................................63
5.3.3 Gekozen positie concretiseren..................................................................64
6. Producten, diensten en merkenstrategie..........................................................65
6.1 Wat is een product?........................................................................................ 65
6.1.1 Producten en diensten.............................................................................. 65
6.1.2 Classificaties van producten en diensten.................................................66
6.2 Product- en dienstbeslissingen.......................................................................67
6.2.1 Beslissingen over producten en diensten.................................................67
6.2.2 Productlijnbeslissingen............................................................................. 68
6.2.3 Beslissingen m.b.t. assortiment...............................................................69
6.3 Marketing van diensten.................................................................................. 69
6.3.1 Kenmerken van diensten..........................................................................69
6.3.2 Dienstencontinuüm.................................................................................. 69
6.3.3 Interactieve consumptie...........................................................................70
6.3.4 Merkenstrategieën voor dienstverlenende bedrijven...............................70
6.4 Merkenstrategie............................................................................................. 71
6.4.1 Brand equity............................................................................................. 71
6.4.2 Sterke merken opbouwen.........................................................................72
6.4.3 Merken beheren....................................................................................... 74
6.5 Stategie voor het ontwikkelen van nieuwe producten....................................74
6.5.1 Genereren van ideeën.............................................................................. 74
6.5.2 Ideeën screenen....................................................................................... 75
6.5.3 Het ontwikkelen en testen van het concept.............................................75
6.5.4 Het ontwikkelen van een marketingstrategie...........................................75
6.5.5 Bedrijfseconomische analyse...................................................................75
6.5.6 Productontwikkeling................................................................................. 75
6.5.7 Testmarketing........................................................................................... 75
6.5.8 Productintroductie.................................................................................... 76
6.5.9 De ontwikkeling van nieuwe producten organiseren................................76
6.6 Productlevenscyclysstrategieën.....................................................................77
6.6.1 Introductiefase......................................................................................... 78
6.6.2 Groeifase.................................................................................................. 78
6.6.3 Volwassenheidsfase.................................................................................. 78

, 6.6.4 Neergangsfase......................................................................................... 78
7. Prijsbeleid......................................................................................................... 79
7.1 Wat is prijs?.................................................................................................... 79
7.2 Factoren prijszetting....................................................................................... 80
7.2.1 Interne factoren........................................................................................ 80
7.2.2 Externe factoren....................................................................................... 80
7.3 Algemene prijsmethoden............................................................................... 82
7.3.1 Kostengeörienteerde prijszetting..............................................................82
7.3.2 Vraaggeörienteerde prijszetting...............................................................82
7.3.3 Concurrentiegeoriënteerde prijszetting....................................................82
7.4 Prijsstrategieën voor nieuwe producten.........................................................83
7.5 Prijsstrategieën voor het assortiment.............................................................83
7.6 Prijsaanpassingsstrategieën...........................................................................84
7.6.1 Kortingen.................................................................................................. 84
7.6.2 Prijsdiscriminatie...................................................................................... 85
7.6.3 Psychologische prijszetting......................................................................85
7.6.4 Promotieprijszetting................................................................................. 85
7.6.5 Geografische prijszetting..........................................................................85
7.6.6 Yield pricing.............................................................................................. 86
7.6.7 Internationale prijszetting........................................................................86
7.7 Prijswijzigingen............................................................................................... 86
7.7.1 Wijziging initiëren..................................................................................... 86
7.7.2 Reageren op prijswijzigingen....................................................................87
8. Plaats: distributiebeleid.................................................................................... 87
8.1 De bedrijfskolom en de waardeketen.............................................................87
8.2 De aard en belang van distributiekanalen......................................................87
8.2.1 De toegevoegde waarde van kanaalleden...............................................88
8.2.2 Aantal tussenschakels in een kanaal........................................................88
8.3 Gedrag en organisatie van distributiekanalen................................................89
8.3.1 Het gedrag in kanalen.............................................................................. 89
8.3.2 Verticale marketingsystemen...................................................................89
8.3.3 Horizontale marketingsystemen...............................................................90
8.3.4 Hybride marketingsystemen....................................................................90
8.3.5 Veranderingen in de kanaalorganisatie....................................................90
8.4 kanaalontwerpbeslissingen............................................................................ 90
8.4.1 Klantenbehoeften analyseren...................................................................91
8.4.2 Doelstellingen van het kanaal formuleren................................................91

, 8.4.3 De belangrijkste alternatieven op een rijtje zetten..................................91
8.4.4 De alternatieven tegen elkaar afwegen...................................................92
8.4.5 Internationale distributiekanalen opzetten...............................................92
8.4.6 Kanaalmanagement................................................................................. 92
8.5 Marketinglogistiek en ketenmanagement......................................................92
8.5.1 De aard en het belang van fysieke distributie en marketingslogistiek.....92
8.5.2 Doelstellingen van een logistiek systeem................................................93
8.5.3 Primaire logistieke functies......................................................................93
8.5.4 Geïntegreerd logistiek management........................................................93
8.6 Detailhandel................................................................................................... 93
8.6.1 Soorten detaillisten.................................................................................. 94
8.6.2 Marketingbeslissingen in de detailhandel.................................................95
8.6.3 De toekomst van de detailhandel.............................................................96
8.7 Webshops....................................................................................................... 96
8.8 Groothandel.................................................................................................... 97
8.8.1 Soorten groothandelaren..........................................................................97
8.8.2 Marketingbeslissingen in de groothandel.................................................97
9. Promotie: marketingcommunicatie...................................................................98
9.1 De marketingcommunicatiemix......................................................................98
9.1.1 Een veranderende omgeving...................................................................99
9.1.2 Geïntegreerde marketingcommunicatie...................................................99
9.2 Een perspectief op het communicatieproces..................................................99
9.3 Communicatie samenstellen........................................................................100
9.3.1 Doelstellingen........................................................................................ 100
9.3.2 Communicatiedoelgroep vaststellen......................................................101
9.3.3 Budget.................................................................................................... 101
9.3.4 Communicatiestrategie formuleren........................................................101
9.3.5 Campagne-implementatie......................................................................103
9.3.6 Communicatie evalueren.......................................................................103
9.4 Online marketing.......................................................................................... 104
9.4.1 Online marketingdoelen.........................................................................104
9.4.2 Typen bedrijven met online marketing...................................................104
9.4.3 Vormen van online marketing.................................................................104
9.5 Salespromotion............................................................................................. 105
9.5.1 Doelstellingen van salespromotion.........................................................105
9.5.2 Belangrijke instrumenten van salespromotion.......................................106
9.6 Public Relations............................................................................................ 107

, 9.6.1 Functie en effect van PR.........................................................................107
9.6.2 Belangrijke instrumenten voor PR..........................................................107
9.7 Persoonlijke verkoop: sales...........................................................................107
9.8 Directe marketing......................................................................................... 107
9.8.1 Nieuwe directmarketingmodel................................................................107
9.8.2 Voordelen en groei van direct marketing................................................108
9.8.3 Klantenbestanden en direct marketing..................................................108
9.8.4 Vormen van direct marketing.................................................................108
9.9 Out-of-home marketing................................................................................ 109
9.10 Experiencemarketing.................................................................................. 109
9.11 In-game advertising.................................................................................... 110
CASE SLASH AGENCY.......................................................................................... 110




1.1 Wat is marketing?
Definitie: een sociaal en managementproces waarin individuen en groepen
verkrijgen waaraan zij behoefte hebben en wat zij wensen, door producten en
waarde te creëren en deze met anderen uit te wisselen.
Elementen van de definitie?
- Er wordt waarde gecreëerd bij de klant, maar ook van de klant => leidt tot
tevredenheid en duurzame relaties
- MADMAN => adman => advertisement man
- Valkuil: nieuwe klanten + bestaande klanten houden
- Klant = afnemer
- Personal branding: van jezelf een merk maken, bv Influencers.




Belang van klantenbehoeften: customer insights => inzichten in het gedrag
van klanten, om daarmee het aanbod van een bedrijf of organisatie beter af te
stemmen op de klantbehoefte.
Twee doelen marketing:
- Nieuwe afnemers aantrekken door toegevoegde waarde te bieden
- Bestaande afnemers behouden door hen tevreden te stellen.
Marketingaanbod: een combinatie van producten, diensten, informatie en/of
beleving die de markt aanbiedt om de behoefte/wens te bevredigen.
Dit aanbod beperkt zich niet alleen tot fysieke producten. Ook diensten horen
erbij die (im)materieel of (geen) eigendom zijn:
- Koffiemachine
- abonnement Netflix of NFT

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