Summary
Samenvatting 'inleiding tot marketing en marktonderzoek'
- Course
- Institution
Samenvatting 'inleiding tot marketing en marktonderzoek' Slides vertaald naar het nederlands
[Show more]
Seller
Follow
s2000c
Content preview
INHOUDSTAFELInhoudstafel ......................................................................................................................................................... 1
Inleiding ............................................................................................................................................................... 4
Voorbeeld............................................................................................................................................................. 4
Part 1: Inleiding tot marketing ............................................................................................................................... 5
Wat is marketing?.............................................................................................................................. 5
Definitie ............................................................................................................................................................... 5
Korte geschiedenis ............................................................................................................................................... 5
Huidige trends: emotionele ervaring ...................................................................................................................... 6
Huidige trends: neuromarketing ............................................................................................................................ 6
Huidige trends: big data ........................................................................................................................................ 6
5 Marketing filosofieën .......................................................................................................................................... 6
Main message ...................................................................................................................................................... 9
Het marketingproces ......................................................................................................................... 9
3 cruciale stappen ................................................................................................................................................ 9
De marketingomgeving........................................................................................................................................ 11
Een manier om te beoordelen .............................................................................................................................. 12
De vijf forces model van Porter ............................................................................................................................ 13
Samenvatting ..................................................................................................................................................... 14
Marketingstrategie .......................................................................................................................... 15
STP: segmentation, targeting, positioning ............................................................................................................ 15
Case .................................................................................................................................................................. 21
Samenvatting ..................................................................................................................................................... 22
De marketing plan ........................................................................................................................... 22
De 4 C’s.............................................................................................................................................................. 23
Totale kost van ownership ................................................................................................................................... 23
De 6 P’s .............................................................................................................................................................. 24
4a. Product ......................................................................................................................................................... 24
4b. Price ............................................................................................................................................................. 31
4c. Place ............................................................................................................................................................ 34
4d. Promotion ..................................................................................................................................................... 38
Samenvatting .................................................................................................................................. 43
, Case ............................................................................................................................................... 43
Part 2: Inleiding tot marktonderzoek .................................................................................................................... 44
Marktonderzoek: wat is het? ............................................................................................................ 44
Primaire vs. secundaire data ............................................................................................................................... 44
Secundaire data – internal ................................................................................................................................... 45
Secundaire data – external .................................................................................................................................. 46
Primaire data ...................................................................................................................................................... 46
Marktonderzoekproces.................................................................................................................... 47
Onderzoeksdoelstellingen (research objectives) .............................................................................. 47
Algemene aanpak ............................................................................................................................ 51
Goals ................................................................................................................................................................. 51
Kwailtatief vs. kwantitatief................................................................................................................................... 52
Onderzoeksmethoden ..................................................................................................................... 53
Kwalitatieve onderzoeksmethoden ...................................................................................................................... 53
Kwantiatief onderzoek......................................................................................................................................... 54
Problemen met traditionele marktonderzoek ....................................................................................................... 55
Oplossingen ....................................................................................................................................................... 56
Steekproef: Wie? Hoeveel? Hoe? ..................................................................................................... 58
Marktonderzoekproces ....................................................................................................................................... 58
Steekproef .......................................................................................................................................................... 58
Steekproef: Wie? ................................................................................................................................................ 58
Sample: Number? ............................................................................................................................................... 59
Sample: kwantitatief onderzoek? ......................................................................................................................... 59
Sample: Number? – Margin of Error ...................................................................................................................... 60
Sample: Number? – In practice ............................................................................................................................ 61
Sample: How? .................................................................................................................................................... 63
Cases................................................................................................................................................................. 64
Rapporteren en presenteren ............................................................................................................ 64
Inleiding ............................................................................................................................................................. 64
Informatieverwerking .......................................................................................................................................... 64
Samenvatting ..................................................................................................................................................... 71
,
, INLEIDING
Examen bepaalde case waar je de kennis van het vak kan toepassen aan de casus. Deze is vergelijkbaar met de taak die de
voorbije jaren gemaakt moest worden.
Marketing zorgt voor een markt (klanten) voor een product
ó
Marktonderzoek is informatie verzamelen over markten/klanten
VOORBEELD
Twee voormalige leraren openden een kattencafé in Genk:
• Grote liefde voor dieren
• 100% veganistisch aanbod
o Ontbijt
o Lunch
o Koffie
• Katten lopen rond in het café, maar je mag ze niet aanraken
• De zaken gaan traag, de eigenaren begrijpen niet waarom
Several issues:
• De omzet is te laag – deels vanwege de locatie (dit is niet gemakkelijk te veranderen).
• Bovendien toont marktonderzoek aan
o Dat het concept een beetje te niche is (52% van de potentiële klanten wordt afgeschrikt door het
veganistische aanbod).
o Er is geen gedenkwaardige ervaring (de overgrote meerderheid van de klanten bezoekt het café vanwege
de katten, maar kan niet met hen omgaan).
• Hoe ka dit verbeterd worden?
à Gebruik kennis uit marktonderzoek om in te spelen op de behoeften van de consument zonder afbreuk te doen aan de
kernstrategie.
⇒ Hoe kunnen we veganistisch blijven maar aantrekkelijker worden voor ons doelpubliek?
⇒ Hoe kunnen we meer ervaring bieden zonder de rechten van de katten te schaden?
Key changes:
• Voeg ervaring toe
o Maak katten zichtbaarder
o Voeg storytelling & merchandising toe
à In een kattencafé willen mensen met katten omgaan
• Blijf veganistisch, maar maak het toegankelijk: Bied ‘normale’ gerechten aan, maar maak ze veganistisch
à Mensen komen naar een café om te eten en drinken, niet om een morele identiteit te vieren
Doel van deze cursus:
• Wanneer je met een dergelijk geval wordt geconfronteerd:
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 s2000c. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.74. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now