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Samenvatting Marketing 1 (communicatie)

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Samenvatting marketing semester 1

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  • July 6, 2024
  • 6
  • 2023/2024
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College 1 – De betekenis van marketing


1. Wat is marketing

- Marketing ≠ verkoop, marketing zorgt dat “verkopen” niet meer nodig is
- Marketing = bevredigen van behoeftes van afnemers

2. Naar een definitie

- Achterhaalt wat de afnemer wil, wanneer, waar, tegen welke prijs…(noden, wensen, behoeftes)
- Stemt aanbod hierop af (waarde creëren, product/prijs/plaats/promotie)
- Zorgt dat afnemer weet dat aan zijn behoefte kan voldaan worden
- Marketing = denken in markten, mensen & mogelijkheden

2.2. Wat zijn noden/behoeftes?

- Vormt de start van je aankoop
- Actieve behoeftes: consument gaat actief op zoek
- Passieve behoeftes: consument is niet bewust bezig met die behoefte
- Behoefte als: mens, consument, burger

, College 1 – De betekenis van marketing


2.2.3. Trend: Meaningful marketing / purpose marketing

- Bezighouden met behoeftes van burger (duurzaamheid, inclusief) product heeft algemene burgerlijke mening en versterkt die

Cause related marketing: er hangt een voordeel aan je product/winkel (Torfs oude schoenen brengen  korting op nieuwe)

2.2.4. Hoe behoeftes achterhalen?

- Soorten onderzoek: klanttevredenheid, communicatie, imago, naamsbekendheid

2.3. Marketing – positionering – marketingmix

- Segmenteren/targetten/positionering = positie nemen/keuzes maken binnen de markt met je sterke punten t.o.v. andere merken
- Omzetten in marketingmix

3. Marketing als verzameling activiteiten – de marketingmix

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