100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
samenvatting marketing (1ste jaar) filip van der beken $9.23   Add to cart

Summary

samenvatting marketing (1ste jaar) filip van der beken

 3 views  0 purchase
  • Course
  • Institution

samenvatting van alles van het eerste semester van marketing (ik had 18/20)

Preview 4 out of 86  pages

  • June 13, 2024
  • 86
  • 2023/2024
  • Summary
avatar-seller
Hoofstuk 1: MARKETING.........................................................................................................................7
1.1: Wat is marketing..........................................................................................................................7
4 soorten van marketing:............................................................................................................8
FMCG = fast moving consuming goods.......................................................................................9
1.2 Marketingsproces.........................................................................................................................9
Custumer value.........................................................................................................................10
Diffusion of Innovation theory by Rogers..................................................................................12
Ruil transacties..........................................................................................................................13
Customer Relation Management (CRM)...................................................................................13
1.3 marketingmanagementconcepten..............................................................................................14
6 marketingconcepten:.............................................................................................................14
Hoofdstuk (extra): consumer 4.0 en de impact op business modellen en strategie.............................16
Consumer 1.0............................................................................................................................16
Consumer 2.0............................................................................................................................16
Consumer 3.0............................................................................................................................16
Consumer 4.0............................................................................................................................16
Consumer 4.0, kenmerken en gedrag.......................................................................................16
Wet & regularisaties in EU........................................................................................................17
Hoe concurreren, differentiëren & het vertrouwen van consumer 4.0 winnen........................17
Customer experience: Actief + reactief <-> Proactief................................................................18
Multichannel vs. omnichannel..................................................................................................18
Hoofdstuk 2: Bedrijfs- en marketingstrategie.......................................................................................20
Missie – visie – strategie...........................................................................................................20
Stap 1: missie en visie bepalen.................................................................................................20
Stap 2: bedrijfsdoelstellingen & objectieven bepalen...............................................................20
STAP 3 & 4: Business & Marketing Strategie.............................................................................22
Porter’s Generic Strategies model............................................................................................23
Stap 3: activiteiten- of businessportfolio ontwerpen................................................................24
4 strategieën om de “verkoop” te verhogen:............................................................................28
HOOFDSTUK 3 – ANALYSE VAN DE MARKETINGOMGEVING.................................................................29
Elementen van de micro-omgeving..........................................................................................30
Elementen van de meso-omgeving...........................................................................................30
Elementen van de macro-omgeving.........................................................................................32
Passieve reactie of houding <-> Proactieve houding.................................................................33
HOOFDSTUK 4 – MARKTONDERZOEK EN MARKTANALYSE METHODIEKEN (14e).................................34
Marktonderzoek is....................................................................................................................34

1

, Marketing Informatie Systeem..................................................................................................34
Hoe marktonderzoek voeren?..................................................................................................36
Hoofdstuk (extra): Concurrentie analyse & creatie van concurrentieel voordeel.................................37
Soorten concurrenten...............................................................................................................37
De doelstellingen vd concurrenten bepalen.............................................................................38
De strategieën vd concurrenten vaststellen..............................................................................38
De sterke & zwakke punten vd concurrenten vaststellen..........................................................39
De reactiepatronen vd concurrenten inschatten......................................................................39
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan................39
Marktleider...............................................................................................................................41
Challenger.................................................................................................................................42
Niche-speler..............................................................................................................................43
Hoofdstuk 4 (in boek editie 15):...........................................................................................................43
Zie p.66 in het boek..................................................................................................................44
Hoofdstuk 6 – Marktsegmentatie, doelgroepbepaling &positionering.................................................44
Het marketingproces................................................................................................................44
Waarom doen bedrijven aan marktsegmentatie......................................................................45
Massamarketing <-> doelgroep/target marketing....................................................................45
Marktsegmentatie-criteria in B2C (bedrijf naar consument)....................................................46
Marktsegmentatie-criteria in B2G en B2B (bedrijf naar bedrijf)...............................................46
Targeting/doelgroepbepaling....................................................................................................47
Onderdelen Buyer Persona.......................................................................................................48
Customer empathy Map ->.......................................................................................................48
Waardeaanbod-model..............................................................................................................51
Hoofdstuk 7: marketing mix – product.................................................................................................52
De P’s........................................................................................................................................52
niveaus van producten..............................................................................................................54
Productbeslissingen..................................................................................................................56
Productbeleid...........................................................................................................................57
multi branding..........................................................................................................................61
Hoofdstuk 8 – marketingmix – prijs......................................................................................................62
3 basisopties voor prijsstrategieën...........................................................................................63
HOOFDSTUK 9 – marketingmix – plaats of distributiebeleid................................................................67
Marketingsystemen..................................................................................................................68
Hoofdstuk 10 – marketingmix – promotie of marketingcommunicatie................................................75
Soorten media..........................................................................................................................75

2

,Extra hoofdstuk marketingmix – P5-6-7 + 4C........................................................................................84
Extended marketing mix...........................................................................................................84
5de P people 2 dimensies.........................................................................................................84
6de P Processen en systemen...................................................................................................84
7de P physical evidence............................................................................................................85
4C’s...........................................................................................................................................86




Alfabetisch
4C’s 87
5de P people 2 dimensies 85
6 marketingconcepten: 15
6de P Processen en systemen 85
7de P physical evidence 86
AIDA-model 83
basisopties voor prijsstrategieën 64
Benaderingsstrategiëen 49
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan 40
Brand equity 60
BRAND RECALL 12
BRAND RECOGNITION 12
Challenger 43
Communicatiedoelstellingen 82
Concurrent 38
Concurrentieel voordeel 38
Concurrentiematrix/framework 41
Confrontatie-matrix opstellen 37
Consumer 1.0 17
Consumer 2.0 17
Consumer 3.0 17
Consumer 4.0 17
3

, Consumer 4.0, kenmerken en gedrag 17
Cost of change 10
Crosselling 11
Customer empathy Map -> 49
Customer experience: Actief + reactief <-> Proactief 19
Customer journey 10
Customer life time value 11
Customer Relation Management (CRM) 14
Customer Relevancy Model 51
Custumer value 11
De algemene strategie of het strategisch plan 21
De Ansoff-matrix 26
De doelstellingen vd concurrenten bepalen 39
De P’s 53
De reactiepatronen vd concurrenten inschatten 40
De sterke & zwakke punten vd concurrenten vaststellen 40
De strategieën vd concurrenten vaststellen39
Differentiatie 50
Diffusion of Innovation theory by Rogers 13
Direct-to-Consumer (D2C-DTC) 71
Distributie-intensiteit 70
Distributiekanaal en distributieschakel 68
Diversificatie 27
Doelgroep 48
DOMINANCE 12
Elementen van de macro-omgeving 33
Elementen van de meso-omgeving 31
Elementen van de micro-omgeving 31
Extended marketing mix 85


4

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 beauvanwambeke. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $9.23. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

79202 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
$9.23
  • (0)
  Add to cart