Samenvatting Marketing: modellen en berekeningen, 2e herziene editie. Ton Borchert, HELE boek
5 views 0 purchase
Course
Marketing
Institution
ROC Flevoland
Book
Marketing: modellen en berekeningen, 2e herziene editie
Dit is een nieuwe (2024) samenvatting van de 2e editie van Marketing: modellen en berekeningen van Borchert. Hele boek samengevat met de belangrijkste berekeningen en visuals voor het tentamen. Onze studiegroep heeft deze gebruikt als voorbereiding op het examen. Gemakkelijk en logisch te lezen in ...
,Compacte samenvatting hele boek incl visuals en belangrijkste
berekenigen voor tentamen
Inhoudsopgave
Hoofdstuk 1 Interne Analyse......................................................5
1.1 Strategische uitgangspositie............................................................................. 5
1.1.1 Missie en Visie............................................................................................. 5
1.1.2 Model van Abell........................................................................................... 5
1.1.3 Model van Treacy en Wiersema...................................................................5
1.1.4 Strategische doelstellingen.........................................................................5
1.2 Portfolioanalyses............................................................................................... 6
1.2.1 BCG-matrix.................................................................................................. 6
1.2.2 MABA-analyse.............................................................................................. 6
1.3 De value chain van Porter.................................................................................6
1.4 Het 7S-model..................................................................................................... 7
1.6 Marketinganalyse.............................................................................................. 7
1.6.1 Productanalyse............................................................................................ 7
1.6.2 Klantanalyse................................................................................................ 8
1.6.3 Customer lifetime value..............................................................................9
Hoofdstuk 2 Externe Analyse....................................................10
2.1 Het vijfkrachtenmodel van Porter....................................................................10
2.2 De marktvraag................................................................................................. 10
2.2.1 Penetratiegraad......................................................................................... 11
2.2.2 Totale effectieve markt.............................................................................11
2.2.3 Totale potentiele markt............................................................................. 11
2.2.4 Marktontwikkeling..................................................................................... 12
2.2.5 Voorspellen van de marktvraag.................................................................12
2.2.6 Marktaandeel............................................................................................. 12
2.2.7 Formule van Parfitt-Collins........................................................................12
2.2.8 Relatief marktaandeel............................................................................... 12
2.3 De afnemer...................................................................................................... 13
2.3.1 Model van Maslow..................................................................................... 13
2.3.2 Stimulus-responsmodel............................................................................. 13
2.3.3 Communicatiemodellen............................................................................. 13
2.3.4 Het adoptie model van Rogers..................................................................14
2.3.5 De klantenpiramide van Curry voor B2B-markten.....................................14
2.4 De concurrent.................................................................................................. 14
2.4.1 Benchmark................................................................................................ 14
2.4.2 Positioneringsschema................................................................................ 15
2.5 De leverancier: vendorrating...........................................................................15
2.6 Macro-omgevingsanalyse: DESTEP..................................................................16
Hoofdstuk 3 Strategie van SWOT naar marketingplan................17
3.1 SWOT-analyse en confrontatiematrix..............................................................17
3.1.1 SWOT-analyse........................................................................................... 17
3.1.2 Confrontatiematrix.................................................................................... 17
3.2 Het formuleren van strategische opties...........................................................17
3.2.1 Strategische opties.................................................................................... 17
3.2.2 Porters concurrentiestrategie....................................................................17
3.2.3 Model van Treacy en Wiersema.................................................................18
3.2.4 Groeistrategieën Ansoff.............................................................................18
3.2.5 Doyle: strategische focus..........................................................................19
3.2.6 Blue Ocean Strategy..................................................................................19
, 3.2.7 Business Model Canvas............................................................................. 19
3.2.8 Overige aandachtspunten.........................................................................19
3.3 Toetsen van opties.......................................................................................... 20
3.4 Marketingplanning........................................................................................... 20
3.5 Internationale marketingstrategie...................................................................20
Hoofdstuk 4 Product/dienst......................................................21
4.1 Producten en assortimenten............................................................................21
4.1.1 Productniveaus.......................................................................................... 21
4.1.2 Assortimentsdimensies.............................................................................. 21
4.1.3 De long tail................................................................................................ 21
4.2 Productlevenscyclus........................................................................................ 21
4.3 Conjoint analysis voor productontwikkeling....................................................22
4.4 Merken............................................................................................................. 22
4.4.1..........................................................................................................................................
.............................................. 22
4.4.2 Merkwaardepiramide................................................................................. 22
4.4.3 Brand report card................................................................................... 22
4.4.4 Merkwisselmodel.................................................................................... 22
4.5 Diensten....................................................................................................... 23
4.5.1 Het dienstenconcept.................................................................................. 23
4.5.2 Dienstencontinuüm................................................................................... 23
4.5.3 Dienstencategorieën................................................................................. 23
4.5.4 Het dienstenmarketingsysteem.................................................................23
4.5.5 GAP-model van servicekwaliteit................................................................24
4.5.6 Vraag en aanbod afstemmen....................................................................24
Hoofdstuk 5 Prijs.....................................................................25
5.1 Factoren bij prijsbepaling.............................................................................. 25
5.2 Prijsberekening met kostenprijsoriëntatie....................................................25
5.2.1 Berekening kostprijs............................................................................... 25
5.2.2 Kostprijs-plusmethode............................................................................ 25
5.2.3 Margeketen............................................................................................. 25
5.2.4 Break-evenanalyse................................................................................. 25
5.3 Prijsgevoeligheid........................................................................................... 26
5.3.1 Vraagcurve............................................................................................. 26
5.3.2 Prijselasticiteit van de vraag...................................................................26
5.3.3 Inkomenselasticiteit................................................................................ 26
5.3.4 Kruisprijselasticiteit.................................................................................27
5.4 Prijsberekening met afnemersoriëntatie.......................................................27
5.4.1 Totale kosten voor de afnemer...............................................................27
5.4.2 Inverse prijszetting................................................................................. 27
5.4.3 Prijsbepaling op basis van yieldmanagement.........................................27
5.5 Prijsberekening op basis van concurrentieoriëntatie....................................28
5.6 Prijsbepaling bij productintroductie..............................................................28
5.6.1 Penetratiestrategie.................................................................................28
5.6.2 Afroomprijsstrategie...............................................................................28
5.7 Prijsdifferentiatie en Prijsdiscriminatie..........................................................28
Hoofdstuk 6 Distributie............................................................29
6.1 Distributiekanalen........................................................................................... 29
6.2 Distributiekengetallen..................................................................................... 29
6.2.1 Formules.................................................................................................... 29
6.2.2 Onderlinge relaties.................................................................................... 29
Hoofdstuk 7 Promotie..............................................................31
7.1 Inleiding........................................................................................................... 31
7.1.1 Het communicatiemodel............................................................................31
7.1.2 Stappen in marketingcommunicatie..........................................................31
7.2 Mission: communicatiedoelstellingen en –strategie.........................................31
7.2.1 Doelstellingen............................................................................................ 31
7.2.2 De strategie van geïntegreerde communicatie.........................................31
7.3 Money: het communicatiebudget....................................................................31
7.3.1 Budgetmethoden....................................................................................... 31
7.3.2 Drempeleffect............................................................................................ 32
7.3.3 Communicatie-elasticiteit..........................................................................32
7.3.4 Carry-overeffect......................................................................................... 32
7.4 Message, mix en media...................................................................................32
7.4.1 Boodschap................................................................................................. 32
7.4.2 Reclame..................................................................................................... 32
7.4.3 Sponsoring en events................................................................................32
7.4.4 Public relations.......................................................................................... 32
7.4.5 Sales promotion......................................................................................... 32
7.4.6 Push en pull............................................................................................... 33
7.4.7 Digitale communicatie...............................................................................33
7.4.8 Direct marketing en e-mail........................................................................33
7.4.9 Sales funnel............................................................................................... 33
7.4.10 Persoonlijke verkoop................................................................................ 33
7.4.11 Communicatieplanning............................................................................ 33
7.5 Measurement: communicatieonderzoek..........................................................33
7.5.1 Evaluatie digitale communicatiecampagne...............................................34
The benefits of buying summaries with Stuvia:
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
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
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 Scriptiebibliotheek. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.30. You're not tied to anything after your purchase.
