Uitgebreide samenvatting van de hoofdstukken 6, 7 &8 van het boek 'Marketing strategie' van Ruud Frambach & Edwin Nijssen. De samenvatting is gebaseerd op de 6e druk van het boek uit het jaar 2017. In hoofdstuk 6 wordt uitgebreid aandacht besteed aan Red Oceans (Porter en Treacy & Wiersema) en Blue...
H6, h7, h8 uitgebreide informatie over blue oceans vs red oceans in h6.
July 6, 2020
12
2019/2020
Summary
Subjects
marketing
frambach
nijssen
red ocean
blue ocean
blue ocean strategie
porter
micheal porter
waardeinnovatie
waardecreatie
strategie
brand promise
groeistrategie ansoff
ansoff
waardepr
treacy wiersema
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Hanzehogeschool Groningen (Hanze)
Small Business & Retail Management
Marketing
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Marketing
strategie
R. Frambach & E. Nijssen
6e druk (2017)
H6, H7 & H8
, Inhoud
Hoofdstuk 6 Strategiekeuze....................................................................................................................3
6.2 Missie van de organisatie.............................................................................................................3
6.3 Doelen en doelstellingen..............................................................................................................3
6.4 Strategietypen..............................................................................................................................4
6.4.1 Red Oceans............................................................................................................................4
6.4.2 Blue Oceans...........................................................................................................................5
6.4.3 Opties voor de strategische ontwikkelrichting.......................................................................6
6.4.4 Opties voor de wijze van strategieontwikkeling....................................................................7
6.5 Strategiekeuze..............................................................................................................................7
6.5.1 Opties genereren...................................................................................................................7
6.5.2 De beste optie selecteren......................................................................................................8
Hoofdstuk 7 Uitwerking van de strategie...............................................................................................9
7.2 Marketingprogramma...................................................................................................................9
7.2.1 Bepaling doelmarkt................................................................................................................9
7.2.2 Positioneringskeuze en uitwerking naar waardedimensies...................................................9
7.2.3 Toepassing van de waardedimensies.....................................................................................9
7.2.4 Tactiek: uitwerking van marketinginstrumenten...................................................................9
7.3 Marketingplan............................................................................................................................11
Hoofdstuk 8 Uitvoering van de strategie..............................................................................................12
8.2 Succesvol implementeren...........................................................................................................12
8.3 Accountability.............................................................................................................................12
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