Samenvatting van het vak marketingactieplan (MGD). Behandelt marketing op operationeel niveau. De student leert om vanuit de marketingdoelstellingen de doelgroep(en) en de positionering te bepalen en invulling te geven aan de marketingmix (product/dienst, prijs, plaats (distributie), promotie.
Le...
Week 3: Product/Dienst................................................................................................................................. 6
Productbeslissingen..............................................................................................................................................6
Merkstrategie.......................................................................................................................................................6
Ontwikkeling nieuwe producten..........................................................................................................................7
Week 4: Marketing van diensten.................................................................................................................... 8
Kenmerken van diensten......................................................................................................................................8
Dienstmarketingmanagement.............................................................................................................................8
Week 5: Prijsbeleid deel 1.............................................................................................................................. 9
Week 6: Prijsbeleid deel 2............................................................................................................................ 10
BTW....................................................................................................................................................................10
Week 8: Promotie deel 1.............................................................................................................................. 13
Communicatieproces..........................................................................................................................................13
Promotiebudget.................................................................................................................................................14
Reclame..............................................................................................................................................................14
Week 9: Promotie deel 2.............................................................................................................................. 15
Salespromotion..................................................................................................................................................15
Direct Marketing................................................................................................................................................15
Week 11: Internationale (diensten)marketing en non-profit marketing........................................................16
Het marketingplanningproces
1. Strategisch profiel
a. Marktdefinitie
b. Visie/Missie
2. Analysefase
a. Inventarisatie van omgevingsfactoren
Externe analyse (Meso, Macro)
Interne analyse (Organisatieniveau, financieel, marketing)
b. SWOT/Confrontatiematrix/Strategische issues/Centraal probleem
3. Strategiefase
a. Bepaling strategische issues
b. Definiëring ventrale probleemstelling
c. Bepaling strategische opties
d. Beoordeling en keuze strategische opties
e. Uitwerking van opties
4. Operationalisering
a. Vaststellen marketingdoelstellingen
b. Bepaling segmenten
c. Bepalen doelgroepen
d. Bepalen positionering
e. Ontwikkeling marketinginstrumenten
Swot analyse
1. Interne factoren: Sterke en zwakke punten organisatie (micro), 4 (5 of 6) P’s,
marktpositie en financiële situatie, andere interne bedrijfsaspecten.
2. Externe/omgevingsfactoren: Kansen en bedreigingen, Macro (extern) en Meso-
omgeving (Afnemers, Concurrenten, Leveranciers, Publieksgroepen,
Tussenhandelaren), DESTEP, afnemersanalyse, Concurrentieanalyse,
Distributieanalyse.
Confrontatiematrix
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