Inleiding tot marketing en marktonderzoek (010397)
Institution
Vrije Universiteit Brussel (VUB)
Samenvatting van het jaar Sch. Bedrijfskunde VUB. Gedoceerd door Prof Dr. Saar Bossuyt. Gebaseerd op slides en HOC.
Belangrijk: Nederlands en Engels wordt door elkaar gebruikt in de samenvatting door het veelvuldig gebruik van Engels in de slides.
Inleiding tot marketing en marktonderzoek (010397)
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Inleiding tot Marketing en Marktonderzoek
Prof. Dr. Saar Bossuyt 24-25
1. Introduction to Marketing 4
Wat is marketing? 4
Huidige marketingtrends 4
5 marketing filosofieën 5
The Marketing Process 7
3 Cruciale Stappen 7
Understand needs / wants of costumers 7
Develop a marketing strategy 8
Make a marketing plan 8
The Marketing Environment 8
Overzicht 10
Marketing Strategy 10
STP: Segmentation, Targeting, Positioning 10
Segmentation 11
Targeting 13
Positionering 14
Overzicht 16
The Marketing Plan 16
Product 16
Product & Product Vs Services 16
Product levels 18
Classification / Type of product 19
Product life cycle 20
Branding 22
Price 24
Pricing 25
Pricing methods 27
Discounts 28
Evolutions in pricing 28
Place 29
Supply Chain 30
Primary Logistic Functions 30
Supply Chain goals 31
Length of the Supply Chain 31
Retail 32
Wholesale 32
Promotion 33
Convincing message 33
Reach 34
Promotional Mix 35
1
, Advertising 36
Sales promotion 37
Public Relations 37
Personal Sales 38
Direct marketing 38
Sponsoring 38
Fairs, events, etc. 39
Media Channels 39
Overzicht 39
2. Introduction to Market Research 41
Market research: what is it? 41
Primary vs Secondary Data 41
Secondary Data - Internal 42
Secondary Data - External 42
Primary Data 43
Market Research Process 43
Research Objectives 43
Objectives of the Research 44
Ex: Concept Test / New Product Development (NPD) test 44
Ex: Pricing Research 44
Ex: Shopper Research 45
Quick Tangent: Costumer Journeys 45
Ex: Advertisement Reach 45
Ex: Brand Tracking Research 46
General approach 46
Goals 46
Qualitative versus Quantitative 47
Research methods 47
Qualitative Research Methods 47
Qualitative Research: Topic Guide 47
Qualitative Research on Quantitative Scale 48
Quantitative Research Methods: Surveys 48
Other Types of Quantitative Research Methods 49
Problems with Traditional Market Research 49
Solutions 50
Research method? Cases! 52
Sample: Who? How many? How? 53
Market Research Process 53
Sample 53
Sample: who? 54
Sample: number? 54
Number: Qualitative Research 54
Number: Quantitative Research 55
Margin of Error 55
2
, Sample Number in Practice 57
Sample: how? 59
Sample: Who? Number? How? Cases! 60
Reporting and presenting 60
Information Processing 60
Step 1: Planning 61
Step 2: Construction 63
Step 3: Presentation 68
A summary 68
A case 68
3
, 1. Introduction to Marketing
Wat is marketing?
= all activities that ensure that there is a profitable market for your product or service.
a. attracting new customers: offer something they want
b. keeping existing customers: keep them statistied
marketing gaat dus om balans:
- teveel beloven (overpromising): je zult klanten teleurstellen
- te weinig beloven (underpromising): je zal geen klanten aantrekken
Huidige marketingtrends
● Emotional experience
bvb. Grappige commercials om product / service te linken aan positieve emoties.
valkuil: Grappige aspect overwint en neemt aandacht weg van het product/..
bvb. ‘Sex sells’, ‘pikant’ reclames voor ongerelateerde goederen/producten
zelfde valkuil
Conclusie:
Klanten binnenhalen aan de hand van emotionele content is vrij
genuanceerd en niet zo gemakkelijk. In het ideale geval is de em-
otionele beleving direct gelinkt aan je product/service/…
● Neuromarketing
= het gebruiken van inzichten in de werking van het menselijke brein in het maken van
marketing beslissingen
Deze evolutie is nog steeds aan de gang. Nieuw onderzoek wijst uit dat zelfs ‘negatieve’
emoties in advertenties ervoor kunnen zorgen dat de advertentie werkt. Een advertentie kan
aanzien worden door de consument als irritant, maar dit zorgt voor brand awareness etc.
waardoor sales toch groeien!
bvb. ‘irritante’ reclames: Dovy Keukens met Donald Muylen.
● Big data
= Het gebruik van datamining en AI om in te springen op trends, het bevorderen van een
gebruikerservaring, etc
bvb. Spotify/netflix aanbeveling algoritme op basis van ervoor bekeken titels
4
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