100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
samenvatting marketing $13.76   Add to cart

Summary

samenvatting marketing

 4 views  0 purchase
  • Course
  • Institution

volledige samenvatting marketing van het schakeljaar handelswetenschappen

Preview 4 out of 96  pages

  • June 2, 2024
  • 96
  • 2023/2024
  • Summary
avatar-seller
Inhoudsopgave
1 Module 1: fundamenten van de marketing ............................................................................................. 4
1.1 wat is marketing?................................................................................................................................. 4
1.1.1 Wat ging er vooraf aan huidig marketing concept? ........................................................................ 4
1.2 hoe waarde creëren ............................................................................................................................. 5
1.2.1 analyse ............................................................................................................................................ 6
1.2.2 strategie .......................................................................................................................................... 8
1.2.3 tactiek .............................................................................................................................................. 9
1.2.4 Implementatie ............................................................................................................................... 11

2 De Toekomst van de marketing ............................................................................................................. 12
2.1 intro .................................................................................................................................................... 12
2.2 Driebelangrijke krachten die marketing verandering ........................................................................ 12
2.2.1 Technologische trends .................................................................................................................. 12
2.2.2 Socio-economische trends ............................................................................................................ 16
2.2.3 Geopolitieke trends ....................................................................................................................... 16
2.2.4 Het coronavirus ............................................................................................................................. 17

3 Module 3: Marketing van diensten ....................................................................................................... 18
3.1 intro .................................................................................................................................................... 18
3.2 Waarom diensten? ............................................................................................................................. 18
3.3 wat is een dienst?............................................................................................................................... 19
3.3.1 producten vs diensten ................................................................................................................... 19
3.4 Van goods-dominant logic naar service-dominant logic .................................................................... 22
1.1.1 Goods dominant logic ................................................................................................................... 23
3.4.1 Service dominant logic .................................................................................................................. 23
3.4.2 samenvatting ................................................................................................................................. 26
3.5 Jobs to be done .................................................................................................................................. 27

4 Module 4: Costomer experience ........................................................................................................... 31
4.1 Intro.................................................................................................................................................... 31
4.2 Wat is costumer experience ............................................................................................................... 31
4.3 Customer experience management ................................................................................................... 33
4.4 Case 1: The Hello Kitty Jet .................................................................................................................. 34
4.5 Case Tommorowland ......................................................................................................................... 35
4.6 Costomer journey mapping (tool om de problemen inde journey aan te pakken) ............................. 35

5 Modeule 5: Digital marketing ................................................................................................................ 37
5.1 Intro.................................................................................................................................................... 37
5.2 Deel 1: podcast ................................................................................................................................... 37
5.3 Deel 2: gastlezing De Ridder............................................................................................................... 38
Introduction ................................................................................................................................................. 38
5.3.1 Data in a digital world ................................................................................................................... 38
5.4 Data maturity ..................................................................................................................................... 42
5.4.1 Maturity model ............................................................................................................................. 42

, 5.4.2 Gartner analytics maturity model ................................................................................................. 42
5.5 Use case of digital data ...................................................................................................................... 47
5.5.1 KPI monitoring / dashboards ......................................................................................................... 47
5.5.2 Covid 19 and KPI’s ......................................................................................................................... 47
5.5.3 The pitfalls of KPI’s ........................................................................................................................ 47
5.5.4 Remarketing .................................................................................................................................. 48
5.5.5 Content personalisation ................................................................................................................ 50
5.5.6 Look-a-like modelling .................................................................................................................... 51
5.5.7 Predictive modelling ...................................................................................................................... 51
5.5.8 Data as-a-service ........................................................................................................................... 53
5.6 Ethics and privacy............................................................................................................................... 54
5.6.1 General data protection regulation .............................................................................................. 54
5.6.2 They show ads. So what? .............................................................................................................. 55
5.6.3 The power of profiling ................................................................................................................... 55
5.6.4 The power of profiling ................................................................................................................... 55
5.6.5 The power of profiling ................................................................................................................... 56
5.6.6 The power of profiling ................................................................................................................... 56

6 Module 6: Maatschappelijk verantwoorde marketing .......................................................................... 57
6.1 Intro.................................................................................................................................................... 57
6.2 Marketing........................................................................................................................................... 57
6.2.1 Hoe waarde creëren ...................................................................................................................... 57
6.3 Maatschappelijke verantwoordelijkheid ............................................................................................ 58
6.4 Marketing + maatschappelijk verantwoordelijkheid -> MWM .......................................................... 58
6.4.1 Met andere woorden .................................................................................................................... 59
6.4.2 Even recapituleren ........................................................................................................................ 61

7 Module 7: Leiderschap en marketing .................................................................................................... 62
7.1 Podcast ............................................................................................................................................... 62

8 Module 8: Branding............................................................................................................................... 68
8.1 Intro.................................................................................................................................................... 68
8.2 Employer branding ............................................................................................................................. 69
8.2.1 The candidate experience ............................................................................................................. 70
8.2.2 Emplotee experience .................................................................................................................... 71
8.2.3 Conclusie ....................................................................................................................................... 72
8.3 Sportmarketing .................................................................................................................................. 72
8.3.1 Wat is er nu bijzonder aan sport? ................................................................................................. 73
8.3.2 playing feeld: ................................................................................................................................. 73
8.3.3 Ontwikkelingen ............................................................................................................................. 75
8.3.4 Manier van werken bij TD ............................................................................................................. 76

9 Module 9: marketing in a network enviroment ..................................................................................... 77
9.1 Podcast ............................................................................................................................................... 77

10 Module 10 – Retailing & e-commerce ................................................................................................... 84
10.1 Wat is Retailing .................................................................................................................................. 84
10.1.1 Het marketing process.............................................................................................................. 84
10.1.2 Supply chain.............................................................................................................................. 85
10.1.3 Waarom is retailing zo belangrijk ............................................................................................. 85
10.1.4 Welke functies vervult retailer ................................................................................................. 86

, 10.1.5 Samenvatting ............................................................................................................................ 86
10.2 E commerce ........................................................................................................................................ 86
10.2.1 Voor Corona ............................................................................................................................. 86
10.2.2 Tijdens covid (consumer response) .......................................................................................... 93
10.2.3 During codiv (retailer responses) ............................................................................................. 95
10.2.4 After covid ................................................................................................................................ 95
10.2.5 Cases en wrap up ...................................................................................................................... 96

, 1 Module 1: fundamenten van de marketing
1.1 wat is marketing?
“ Marketing is het proces waarmee bedrijven (of instellingen) waarde creëren voor de klant
en sterke klantrelaties opbouwen om in ruil daarvoor waarde van de klant te krijgen “ –
Philip Kotler

Walkman Sony met ingebouwd rekenmachine
- Consumenten zagen er geen waarde van in, hierdoor faalde het product
- Sony kreeg niet de kans om relatie met de klant uit te bouwen voor dit product,
omdat niemand de relevantie er van in zag
- Marketing is dus meer als reclame

Wat hebben veel definities van marketing gemeen?
- Het creëren van waarden, dit blijft de bestaansreden van het vakgebied marketing

Waarde in return:
- Vaak financieel
- Consumenten die positieve werkervaring delen op sociale media

Voorbeeld Albert Heijn:
- Spaaracties, veel Vlamingen hebben een AH bonus kaart
- Elke winkel kijkt naar de kassa resultaten en baseert daarop wat zij aanbieden in hun
filiaal

Succesvolle bedrijven:
- Zetten klanten centraal, zijn heel klant gericht
- Hechten belang aan marketing


1.1.1 Wat ging er vooraf aan huidig marketing concept?
1) Productieconcept
= consumenten geven voorkeur aan producten die gemakkelijk beschikbaar zijn en
die ze zich kunnen veroorloven
= bedrijfsvoering concentreert zich op efficiënte productie
= LENOVO (chinese pc’s) : grote productie aan zo laag mogelijke kosten

2) Productconcept
= consument hecht belang aan de kwaliteit en functionaliteit van het product
= organisatie moet product constant verbeteren
= manufactrum: verkoopt via veel warenhuizen, is ook heel klant gericht

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller adriaensenviktor. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $13.76. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

64438 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$13.76
  • (0)
  Add to cart