Samenvatting van het vak inleiding marketingmanagement van Leen Lagasse waarmee ik in juni 2018 18/20 haalde. In de samenvatting zijn ook voorbeeldexamenvragen verwerkt, wat helpt bij het studeren.
,Inhoudsopgave
1 Marketing – een nieuwe term voor een oud begrip? .................................6
1.1 Deelverschijnselen...............................................................................6
1.2 Het nieuwe uitwisselingsmodel ............................................................7
1.3 Kernelementen van een marketingrelatie .............................................8
1.4 Begrenzingsmogelijkheden ..................................................................8
1.4.1 1e begrenzingsmogelijkheid ..........................................................8
1.4.2 2e begrenzingsmogelijkheid ..........................................................9
1.4.3 3e begrenzingsmogelijkheid ..........................................................9
1.5 Het topje van de ijsberg – ijsbergvoorstelling. ....................................10
1.6 Marketingmix: het centrale wapenarsenaal ........................................10
1.7 Effecten van de marketingmix (constructief en destructief) ................11
1.8 Functionele indeling van de marketingmix .........................................11
2 Marketingbeleid – de professionele aanpak ............................................12
2.1 Een normatieve marketingdefinitie .....................................................12
2.2 Definitie marketingbeleid....................................................................12
2.3 Dogmatische beleidsopvattingen .......................................................12
2.3.1 Productiegerichtheid....................................................................13
2.3.2 Productgerichtheid ......................................................................13
2.3.3 Verkoop-gerichtheid ....................................................................13
2.3.4 Marktgerichtheid ..........................................................................14
2.4 Relatiemarketing ................................................................................15
2.5 Fases marketingbeleid .......................................................................15
2.5.1 Situering van het marketingbeleid binnen het ruimer
organisatiebeleid ....................................................................................16
2.6 EXTRA ..............................................................................................16
3 De marketingomgeving ...........................................................................17
3.1 Algemene beschouwingen .................................................................17
3.2 Ondernemingsreacties op omgevingsveranderingen (volgens Jobber)
19
3.3 Environmental scanning.....................................................................20
3.3.1 Stroomschema Ansoff .................................................................20
3.4 Soorten veranderingen ......................................................................21
2
, 3.4.1 Structurele veranderingen ...........................................................21
3.4.2 Cyclische veranderingen .............................................................22
3.4.3 Seizoenveranderingen ................................................................22
3.4.4 Gebeurtenissen of onverwachte veranderingen ..........................22
3.5 Marketingomgeving ...........................................................................23
3.5.1 Kernmarketingomgeving .............................................................23
3.5.2 Publieken ....................................................................................27
3.5.3 Macro-omgeving .........................................................................30
3.6 Cultureel .............................................................................................40
3.7 Zelfstudie – Maatschappelijk verantwoorde marketing .......................40
4 Koopgedrag ............................................................................................41
4.1 Marketing en koopgedrag ..................................................................41
4.2 Het synthesemodel van Howard en Seth ...........................................42
4.2.1 Exogene variabelen.....................................................................43
4.2.2 Externe stimuli.............................................................................43
4.2.3 Hypothetische constructen ..........................................................44
4.2.4 De respons ..................................................................................55
4.3 Types koopgedrag .............................................................................55
4.3.1 Volgens betrokkenheid van de koper ..........................................55
4.3.2 Andere typologie kooptypes ........................................................55
4.4 Producttypes volgens stadium van het koopproces ...........................56
5 Marktsegmentatie ...................................................................................56
5.1 Marktsegmentatie ..............................................................................56
5.2 Het segmentatieproces ......................................................................56
5.2.1 Eenvoudig, a priori ......................................................................56
5.3 Segmentcriteria .................................................................................60
5.3.1 Algemene persoonskenmerken ...................................................61
5.3.2 Houdingskarakteristieken (= houding en gedrag tov product of
merk) 67
5.3.3 Gedragskenmerken .....................................................................68
5.4 Positionering ......................................................................................71
5.5 Herpositionering ................................................................................72
6 Strategische marketingplanning ..............................................................72
6.1 Enkele basisbegrippen ......................................................................72
6.2 Organisatieniveaus ............................................................................72
3
, 6.2.1 Concernniveau ............................................................................72
6.2.2 Strategic Business Unit (SBU) .....................................................73
6.3 Doelstellingen ....................................................................................74
6.3.1 Hiërarchie van doelstellingen ......................................................74
6.4 Marktaandeel als centrale doelstelling ...............................................75
6.5 Productportfolio als strategisch raamwerk..........................................75
6.6 De groeiaandeelmatrix Boston-Consulting Group (’60) ......................76
6.7 Generieke concurrentiestrategieën ....................................................78
6.7.1 Concurrentieverminderende strategieën......................................79
6.7.2 Positieverbeterende strategieën ..................................................79
7 Productstrategie .....................................................................................83
7.1 Het product ........................................................................................83
7.1.1 Productconcept ...........................................................................83
7.1.2 Merken en merktypes ..................................................................86
7.1.3 Producttypes ...............................................................................87
7.2 Het ontstaan van een nieuw product ..................................................89
7.2.1 Types van nieuwe producten.......................................................89
7.2.2 Ontwikkelingsproces nieuw product ............................................90
7.3 De productlevenscyclus .....................................................................93
7.3.1 Introductie ...................................................................................93
7.3.2 Groei ...........................................................................................94
7.3.3 Maturiteit .....................................................................................94
7.3.4 Verval ..........................................................................................94
7.3.5 Kritiek ..........................................................................................95
8 Prijsstrategie ...........................................................................................95
8.1 Prijsbepaling ......................................................................................95
8.2 Belangrijke beïnvloedende elementen ...............................................96
8.2.1 Ondernemingsdoelstellingen .......................................................96
8.2.2 De marktvorm..............................................................................97
8.2.3 De reactie van de consument ......................................................98
8.2.4 De reactie van de distributie op de prijs .......................................99
8.2.5 De reactie van de overige publieken, waaronder de overheid .....99
8.3 Methoden van prijsbepaling ...............................................................99
8.3.1 Marktpenetratiestrategie ..............................................................99
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