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Samenvatting Marketing Schakeljaar
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Samenvatting Marketing van Wim Lagae Schakeljaar Handelswetenschappen op Campus Carolus Antwerpen
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SAMENVATTING MARKETINGINHOUDSOPGAVE
1 INLEIDING – MARKETINGPROCES (H1) .............................................................................................. 6
1.1 WAT IS MARKETING? ......................................................................................................................... 7
1.1.1 HET MARKETINGPROCES: ............................................................................................................................ 8
1.1.2 NIVEAU VAN PLANNING .............................................................................................................................. 8
1.1.3 DE VISIE EN MISSIE ..................................................................................................................................... 9
1.1.4 MARKTAFBAKENING ................................................................................................................................. 11
1.1.5 DOELSTELLINGEN ..................................................................................................................................... 12
1.2 ANALYSE OP NIVEAU VAN PRODUCT/MARKT .......................................................................................... 13
1.2.1 BEHOEFTEN, WENSEN EN VRAAG ................................................................................................................ 13
1.2.2 HET MARKETINGAANBOD – GOEDEREN, DIENSTEN EN ERVARINGEN .................................................................. 14
1.2.3 RUIL, TRANSACTIES EN RELATIES ................................................................................................................. 14
1.2.4 WAT IS EEN MARKT? ................................................................................................................................ 15
1.2.5 DOELGROEP ............................................................................................................................................ 18
1.2.6 WAARDEPROPOSITIE KIEZEN ...................................................................................................................... 18
1.2.7 WAARDE HALEN UIT KLANTEN .................................................................................................................... 19
1.2.8 EEN GEÏNTEGREERD MARKETINGPROGRAMMA .............................................................................................. 22
1.2.9 RELATIEMANAGEMENT ............................................................................................................................. 24
1.2.10 ORGANISATIE VAN DE MARKETINGAFDELING ............................................................................................... 27
1.2.11 CONTROLE ............................................................................................................................................ 27
1.2.12 VERANTWOORDING EN RENDEMENT ......................................................................................................... 27
1.3 HET VERANDERENDE MARKETINGLANDSCHAP ......................................................................................... 28
2 MARKTONDERZOEK (H3) ................................................................................................................ 37
2.1 MARKETINGINFORMATIE EN INZICHT IN KLANTGEDRAG ............................................................................. 38
2.1.1 HET MARKETINGINFORMATIESYSTEEM ......................................................................................................... 39
2.1.2 DE INFORMATIEBEHOEFTE BEPALEN ............................................................................................................ 40
2.1.3 BRONNEN VOOR MARKETINGINFORMATIE .................................................................................................... 40
2.2 MARKTONDERZOEK ......................................................................................................................... 41
2.2.1 STAPPEN VAN MARKTONDERZOEK............................................................................................................... 42
2.2.2 KWALITATIEF ONDERZOEK ......................................................................................................................... 47
2.2.3 KWANTITATIEF ONDERZOEK ....................................................................................................................... 49
2.2.4 VERDIEPING: TRIANGULATIE ...................................................................................................................... 52
2.3 DE MARKTVRAAG BEPALEN ................................................................................................................ 54
2.3.1 TOTALE MARKTVRAAG DCG ...................................................................................................................... 54
2.3.2 VOORSPELLING TOEKOMSTIGE VRAAG ......................................................................................................... 55
2.4 SPECIFIEKE TOEPASSINGEN ................................................................................................................. 56
2.4.1 MARKETINGINFORMATIE VAN KLANTEN ANALYSEREN ..................................................................................... 56
2.4.2 INTERNATIONAAL MARKTONDERZOEK .......................................................................................................... 56
2.4.3 MMC.................................................................................................................................................... 58
2.5 INTERMEZZO: ACTUALITEIT .......................................................................................................... 59
3 CONSUMENTENGEDRAG (H4) ......................................................................................................... 63
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,3.1 FACTOREN DIE VAN INVLOED ZIJN OP HET CONSUMENTENGEDRAG ............................................................... 63
3.1.1 CONSUMENTEN ....................................................................................................................................... 63
3.1.2 STIMULUS-RESPONSMODEL ....................................................................................................................... 64
3.1.3 NEUROMARKETING .................................................................................................................................. 64
3.1.4 CULTURELE FACTOREN .............................................................................................................................. 65
3.1.5 SOCIALE FACTOREN .................................................................................................................................. 67
3.1.6 PERSOONLIJKE FACTOREN.......................................................................................................................... 69
3.1.7 PSYCHOLOGISCHE FACTOREN ..................................................................................................................... 71
3.2 BESLUITVORMINGSPROVES CONSUMENT ............................................................................................... 73
3.2.1 SOORTEN KOOPGEDRAG............................................................................................................................ 74
3.2.2 FASEN IN HET KOOPGEDRAG ...................................................................................................................... 75
3.3 BESLUITVORMING BIJ DE AANKOOP VAN NIEUWE PRODUCTEN .................................................................... 78
3.3.1 VERSCHILLEN IN HET ADOPTEREN VAN INNOVATIES ........................................................................................ 78
3.3.2 INVLOED VAN PRODUCTEIGENSCHAPPEN OP DE ADOPTIESNELHEID ................................................................... 79
4 RUDI CRANSHOFF - ALGEMENE INLEIDING ...................................................................................... 83
4.1 DE ESSENTIE VAN MARKETING ............................................................................................................. 83
4.2 ESSENTIËLE COMPONENTEN ............................................................................................................... 84
4.2.1 STRATEGISCHE VENSTERS, DE GEKOOKTE KIKKER EN HET STRATEGIC INFLICTION POINT ........................................ 85
4.3 STAPPEN IN HET STRATEGISCH PLANNINGSPROCES ................................................................................... 85
4.4 BESLUIT ........................................................................................................................................ 85
5 RUDI CRANSHOFF - CONCURRENTIE ANALYSE EN STRATEGIE ........................................................... 86
5.1 CONCURRENTIEVOORDEEL ................................................................................................................. 86
5.1.1 BLIJVEND CONCURRENTIEEL VOORDEEL ....................................................................................................... 87
5.1.2 THE DAY AFTER TOMORROW - BASISIDEEËN................................................................................................. 88
5.1.3 BESLUIT ................................................................................................................................................. 88
5.2 BELANG VAN PARADIGMA EN PARADIGMA VERSCHUIVINGEN ...................................................................... 88
5.2.1 PARADIGMAVERSCHUIVING ....................................................................................................................... 89
5.2.2 GEVAAR VAN STRATEGISCHE BIJZIENDHEID ................................................................................................... 91
5.2.3 PARADIGM SHIFT IN DATA HANDLING ......................................................................................................... 92
5.2.4 VERANDERENDE PARADIGMA’S - HAMEL EN PRAHALAD ................................................................................. 92
5.3 CONCURRENTIE-ANALYSE .................................................................................................................. 92
5.4 CONCURRENTIESTRATEGIEËN .............................................................................................................. 96
5.4.2 GENERISCHE STRATEGIEËN ........................................................................................................................ 97
WAARDE DISCIPLINE – TREACY & WIERSEMA ........................................................................................................... 98
5.4.3 STRATEGISCHE KEUZE ............................................................................................................................... 98
5.4.4 RODE EN BLAUWE OCEAAN – KIM & MAUBOGNE ........................................................................................ 98
5.5 CONCURRENTIE – TACTIEKEN .............................................................................................................. 99
5.5.1 DE BALANS TUSSEN KLANTGERICHTHEID EN CONCURRENTIEGERICHTHEID .......................................................... 99
6 BUSINESS-TO-BUSINESSMARKETING (H5) ..................................................................................... 104
6.1 BUSINESSMARKTEN ........................................................................................................................ 105
6.1.1 MARKTSTRUCTUUR EN VRAAG ................................................................................................................. 106
6.1.2 DE AARD VAN DE DECISION MAKING UNIT (DMU) ....................................................................................... 107
6.1.3 SOORTEN BESLISSINGEN EN HET BESLUITVORMINGSPROCES........................................................................... 107
6.2 HET KOOPGEDRAG VAN ORGANISATIES ............................................................................................... 108
6.2.1 WAT ZIJN DE BELANGRIJKSTE SOORTEN KOOPSITUATIES? .............................................................................. 109
6.2.2 WIE NEMEN DEEL AAN HET KOOPPROCES VAN ORGANISATIES? ...................................................................... 110
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,6.2.3 WAT ZIJN DE BELANGRIJKSTE INVLOEDEN OP BEDRIJFSINKOPERS?................................................................... 111
6.3 HOE KOMEN BEDRIJFSINKOPERS TOT HUN KOOPBESLISSING? .................................................................... 112
6.4 E-PROCUREMENT: KOPEN VIA INTERNET .............................................................................................. 114
6.5 INSTITUTIONELE EN OVERHEIDSMARKTEN: ........................................................................................... 114
8 KLANTGERICHTE MARKETINGSTRATEGIE (H8) ............................................................................... 123
8.1 MARKTSEGMENTATIE ..................................................................................................................... 124
8.1.1 SEGMENTATIECRITERIA VOOR DE CONSUMENT ............................................................................................ 126
8.1.2 SEGMENTATIECRITERIA VOOR B2B-MARKTEN ............................................................................................. 129
8.1.3 SEGMENTATIE VAN INTERNATIONALE MARKTEN .......................................................................................... 131
8.1.4 VEREISTEN VOOR EFFECTIEVE SEGMENTATIE ............................................................................................... 131
8.2 KEUZE VAN DE DOELGROEP .............................................................................................................. 132
8.2.1 MARKTSEGMENTEN BEOORDELEN ............................................................................................................ 132
8.2.2 DOELGROEP SELECTEREN: MARKTBENADERINGSSTRATEGIEËN ........................................................................ 132
8.2.3 SOCIAAL VERANTWOORDE DOELGROEPMARKETING ..................................................................................... 135
8.3 DIFFERENTIATIE EN POSITIONERING .................................................................................................... 135
8.3.1 MOGELIJKE WAARDEVERSCHILLEN EN CONCURRENTIEVOORDELEN VASTSTELLEN (STAP 1) .................................. 136
8.3.2 DE JUISTE CONCURRENTIEVOORDELEN KIEZEN (STAP 2) ................................................................................ 137
8.3.3 DE POSITIONERING KIEZEN EN IMPLEMENTEREN (STAP 3) ............................................................................. 138
9. PRODUCT-, DIENST- EN MERKBELEID (H9) ....................................................................................... 143
8.4 PRODUCT .................................................................................................................................... 143
8.4.1 PRODUCTEN, DIENSTEN EN ERVARINGEN .................................................................................................... 143
8.4.2 PRODUCTNIVEAU’S ................................................................................................................................ 144
8.4.3 PRODUCTINDELINGEN............................................................................................................................. 145
8.5 PRODUCT- EN DIENSTBESLISSINGEN .................................................................................................... 147
8.5.1 BESLISSINGEN OVER AFZONDERLIJKE PRODUCTEN: ....................................................................................... 147
8.5.2 MERKBESLISSINGEN: VOORDELEN VAN MERKEN .................................................................................. 148
8.5.3 VERPAKKING ......................................................................................................................................... 148
8.5.4 BESLISSINGEN OVER AFZONDERLIJKE PRODUCTEN ........................................................................................ 148
6.5.1 ETIKETTERINGSBESLISSINGEN (IDENTITEIT/PROMOTIE) ................................................................................. 148
6.5.2 BESLISSINGEN OVER PRODUCTONDERSTEUNENDE DIENSTEN .......................................................................... 149
8.6 PRODUCTGROEPBESLISSINGEN .......................................................................................................... 149
8.6.1 BESLISSINGEN OVER DE LENGTE VAN DE PRODUCTGROEP .............................................................................. 150
BESLISSINGEN OVER ASSORTIMENT: ....................................................................................................................... 151
8.7 DIENSTEN .................................................................................................................................... 151
6.5.3 GROEI VAN DIENSTEN (MARKETING) .......................................................................................................... 151
8.7.1 KENMERKEN VAN DIENSTEN EN GEVOLGEN VOOR DE MARKETING ................................................................... 152
8.8 MARKETING VAN DIENSTEN.............................................................................................................. 154
8.8.1 DRIE EXTRA P’S ..................................................................................................................................... 154
8.8.2 DE WINSTKETEN VAN DE DIENSTVERLENING ................................................................................................ 154
6.5.4 HOE KAN MEN ZICH ONDERSCHEIDEN VAN CONCURRENTIE? .......................................................................... 155
8.8.3 LEVERING VAN SUPERIEURE DIENSTENKWALITEIT ......................................................................................... 155
8.9 MERKGEVINGSSTRATEGIE: STERKE MERKEN OPBOUWEN.......................................................................... 157
8.9.1 STERKE MERKEN OPBOUWEN ................................................................................................................... 157
8.9.2 MERKBELEID ......................................................................................................................................... 159
8.9.3 MERKEN BEHEREN ................................................................................................................................. 161
7 PRODUCTONTWIKKELING EN LEVENSCYCLUSSTRATEGIEËN (H10) .................................................. 166
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, 7.1 DE ONTWIKKELING VAN NIEUWE PRODUCTEN ....................................................................................... 166
7.2 HET PROCES VAN DE ONTWIKKELING VAN NIEUWE PRODUCTEN ................................................................. 166
7.3 HET MANAGEMENT VAN NIEUWE PRODUCTONTWIKKELING ...................................................................... 168
7.4 PRODUCTLEVENSCYCLUSBELEID ......................................................................................................... 169
7.4.1 PRODUCTLEVENSCYCLUSSTRATEGIEËN ....................................................................................................... 169
7.5 TED TALK ................................................................................................................................... 171
7.5.1 FOUR WAYS THE SHARING ECONOMY IS CHANGING US | STEPHEN MILLER | TEDXBOISE ................................... 171
8 PRIJSBELEID (H11) ........................................................................................................................ 176
8.1 WAT IS PRIJS?............................................................................................................................... 176
8.1.1 FACTOREN DIE PRIJSZETTING BEÏNVLOEDEN ................................................................................................ 176
8.1.2 VRAAGGEORIËNTEERDE PRIJSZETTING VS. KOSTENGEORIËNTEERDE PRIJSZETTING .............................................. 177
8.1.3 CONCURRENTIEGEORIËNTEERDE PRIJSZETTING ............................................................................................ 179
8.2 ANDERE INTERNE EN EXTERNE FACTOREN DIE VAN INVLOED ZIJN OP DE PRIJSZETTING ...................................... 179
8.3 BIJZONDERE SOORTEN PRIJSBELEID..................................................................................................... 181
8.3.1 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN ........................................................................................... 181
8.3.2 PRIJSBELEID VOOR HET ASSORTIMENT........................................................................................................ 181
8.4 PRIJSAANPASSINGSBELEID................................................................................................................ 183
8.4.1 PRIJSDISCRIMINATIE EN PRIJSDIFFERENTIATIE .............................................................................................. 183
8.5 PRIJSWIJZIGINGEN ......................................................................................................................... 185
8.5.1 REACTIE OP PRIJSVERLAGING CONCURRENT ................................................................................................ 185
9 DISTRIBUTIEBELEID (H12) ............................................................................................................. 186
9.1 DE BEDRIJFSKOLOM OF SUPPLY CHAIN ................................................................................................. 186
9.1.1 VALUE DELIVERY NETWORK ..................................................................................................................... 186
9.1.2 CIRCULAIRE ECONOMIE (CIRCULAR ECONOMY)............................................................................................ 186
9.1.3 DISTRIBUTIEKANAAL ............................................................................................................................... 187
9.1.4 GEDRAG IN HET DISTRIBUTIEKANAAL ......................................................................................................... 189
9.1.5 KANAALONTWERPBESLISSINGEN ............................................................................................................... 191
9.1.6 SOORTEN DISTRIBUTIEKANALEN................................................................................................................ 191
9.1.7 HET AANTAL TUSSENHANDELAREN ............................................................................................................ 192
9.1.8 KANAALMANAGEMENTBESLISSINGEN ........................................................................................................ 192
9.1.9 MARKETINGLOGISTIEK EN KETENMANAGEMENT .......................................................................................... 192
9.1.10 PRIMAIRE LOGISTIEKE FUNCTIES ............................................................................................................. 192
9.1.11 GEÏNTEGREERD LOGISTIEK MANAGEMENT ................................................................................................ 193
10 GEÏNTEREERDE MARKETINGCOMMUNICATIESTRATEGIE (H14) .................................................... 194
10.1 GEÏNTEGREERDE MARKETINGCOMMUNICATIE ..................................................................................... 194
10.1.1 MARKETINGCOMMUNICATIE.................................................................................................................. 195
10.2 EFFECTIEVE MARKETINGCOMMUNICATIE ............................................................................................ 195
10.2.1 EEN OVERZICHT VAN HET COMMUNICATIEPROCES ..................................................................................... 196
10.3 COMMUNICATIEMIDDELEN............................................................................................................. 197
10.3.1 HET PROMOTIEBUDGET EN DE PROMOTIEMIX SAMENSTELLEN ..................................................................... 199
10.4 HET PROMOTIEBUDGET SAMENSTELLEN ............................................................................................. 199
10.5 DIRECT MARKETING ...................................................................................................................... 200
10.5.1 KLANTENBESTANDEN EN DIRECT MARKETING ............................................................................................ 201
10.6 MAATSCHAPPELIJK VERANTWOORDE COMMUNICATIE........................................................................... 201
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