Hoofdstuk 1: Introductie
1. Wat is marketing?
Klantwaarde
Voordelen ↔ kosten
Tevredenheid
Must be, more is better, delighters
2. Relevantie van marketing
3. Rol van marketing in de organisatie
- Productieconcept
- Productconcept
- Verkoopconcept
- Marketingconcept
- Maatschappelijke marketingconcept
- (duurzame marketnigconcept)
4. De evolutie van marketing
The marketing evolution
- Marketing 1.0 (product-driven)
- Marketing 2.0 (customer-oriented)
- Marketing 3.0 (human-centric)
- Marketing 4.0 (moving to digital New CX)
- Marketing 5.0 (marketing in digital world New CX x Next Tech)
3. Data en marketing intelligence
- Primaire vs secundaire data
- Kwalitatieve vs. kwantitatieve data
- Gedrags- vs. attitudinale data
Hoofdstuk 3: marketingstrategie
1. Wat is marketingstrategie?
1) Organizational or corporate strategy
2) Business strategy
3) Marketing strategy (STP)
4) Strategy for each marketing mix instrument (product, promotion, place, price, people)
2
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