Docent Van Grimbergen E. Vak: Marketing Toepassingen (Dienst- en Retailmarketing) Marketing aan HoGent semester 1.
Hier vinden jullie een concrete samenvatting met alles uitgelegd aan de hand van voorbeelden.
Samenvatting:
Marketing Toepassingen
(Diensten- en Retail Marketing)
Academiejaar: 2020 - 2021
School: Hogeschool Gent
Vak: Marketing Toepassingen Docent: Mr. Eric Van Grimbergen
,Inhoud
Hoofdstuk 1 ............................................................................................................ 1
Economie = Keuze ................................................................................................... 1
Diensten – namen noemen ...................................................................................... 1
4 P’s van marketing & deze termen ......................................................................... 1
OVER principe ..................................................................................................... 2
The Conversation Model 4 C’s .............................................................................. 2
DC2T .................................................................................................................... 2
1. Inleiding .............................................................................................................. 2
2. Toenemend belang van de dienstensector............................................................ 2
Toegevoegde waarde ................................................................................................ 3
Tendensen .............................................................................................................. 3
Economische tendensen....................................................................................... 3
Demografische tendensen .................................................................................... 4
Technologische tendensen ................................................................................... 4
Sociale tendensen ................................................................................................ 4
Consumentengedrag ............................................................................................ 5
Manieren om diensten te classificeren ..................................................................... 5
Howard & Sheth model ........................................................................................ 5
Aanbieder ......................................................................................................... 5
Dienst ............................................................................................................... 6
Dienstverleningsproces ..................................................................................... 6
Afnemer ............................................................................................................ 7
Niet-tastbaarheid van een dienst ............................................................................. 8
Ontastbaarheid .................................................................................................... 8
Strategie om ontastbare diensten ‘tastbaar’ te maken? ..................................... 9
Vergankelijkheid .................................................................................................. 9
Mogelijke strategie ............................................................................................ 9
Variatie (diensten zijn heterogeen)...................................................................... 10
Mogelijke interne strategie .............................................................................. 10
Interactieve consumptie ..................................................................................... 10
Mogelijke strategie .......................................................................................... 10
Conclusie .............................................................................................................. 10
Hoofdstuk 2: De analyse van de dienstomgeving ................................................... 11
2.1. Inleiding ......................................................................................................... 11
Voorbeeld: Marktomgeving in verandering op 3 niveaus ..................................... 11
2.2. Trends............................................................................................................ 11
, Trends zijn niet hetzelfde als een rage ................................................................ 11
2.3. De macro-omgeving ........................................................................................ 12
DESTEP analyse ................................................................................................ 12
Drets factoren .................................................................................................... 12
Demografische factoren .................................................................................. 12
Regulerende factoren ...................................................................................... 12
Economische factoren ..................................................................................... 13
Technologische factoren ................................................................................. 13
Sociale factoren .............................................................................................. 13
2.3. De Dienstenomgeving ..................................................................................... 15
2.3. Marktomgeving .............................................................................................. 17
Inleiding tot de omgevingsanalyse ......................................................................... 18
SWOT ................................................................................................................ 19
Hoofdstuk 3: Strategisch positioneren ................................................................... 20
3.1. Missie en strategische doelstellingen ........................................................... 20
Missie ............................................................................................................. 21
Is de missie en de strategische doelstellingen anders bij diensten dan bij
goederen? ....................................................................................................... 22
Differentiatie ................................................................................................... 23
3.2. Het maken van product-marktkeuze ........................................................... 23
3.2.1. Wel of geen focus? ................................................................................ 23
3.2.2. Segmenten en hun relevantie? .............................................................. 24
3.2.3. Optimaal afstemmen van het aanbod op het doelsegment ..................... 25
3.3. Prijs versus Kwaliteit? ................................................................................. 26
3.3.1. Lage kosten........................................................................................... 29
3.3.2. Hoge differentiatie en hoge kosten......................................................... 30
3.3.3. Sterkte differentiatie en lage kosten ...................................................... 31
3.4. Transactiemarketing versus Relatiemarketing ............................................. 31
3.5. Positionering in kaart brengen en het belang ervan ..................................... 32
Hoofdstuk 4: Het dienstenproduct......................................................................... 33
4. 1. Inleiding ..................................................................................................... 33
Services Marketing Triangle ............................................................................ 33
4. 2. De dienst van nabij bekeken ...................................................................... 34
Niveau van een dienst? ................................................................................... 34
Een dienst als een combinatie van componenten ............................................ 34
4.4. Productlevenscyclus (PLC)........................................................................... 42
4.5. Service beleid : monitoring en actief beheer ................................................ 43
, Service stretching ........................................................................................... 43
Opvolging........................................................................................................ 43
4.6. Productbeleid : productinnovatie ................................................................ 44
Ideeëngeneratie ............................................................................................... 44
Marktcheck..................................................................................................... 44
Implementatie ................................................................................................. 44
Hoofdstuk 5: Personeel als cruciale factor ............................................................. 44
Service profit chain ............................................................................................ 45
Medewerkerstevredenheid heeft een impact op hun productiviteit...................... 45
Beïnvloedende factoren van medewerkerstevredenheid ................................... 46
Hoofdstuk 7: Plaats en Tijd ................................................................................... 46
7.1. Plaatsbeleid................................................................................................. 46
Presentieplicht en participatiegraad ................................................................ 46
7.2. Het vestigingsbeleid .................................................................................... 47
Distributiestrategie ......................................................................................... 47
Distributiekanalen .......................................................................................... 48
Vestiging ......................................................................................................... 49
7.3. De servicelocatie ......................................................................................... 50
De Servicescape .............................................................................................. 50
Servicescape belang ........................................................................................ 51
Hoofdstuk 8: Diensten als processen..................................................................... 51
2 types processen binnen de onderneming ......................................................... 51
Het dienstenmarketingsysteem .......................................................................... 52
De ‘service encounter’ ..................................................................................... 52
Hoofdstuk 9: Perceptie en kwaliteit ....................................................................... 54
9.1. Perceptie en kwaliteit .................................................................................. 54
9.1.1. Perceptie ............................................................................................... 54
9.1.2. Verwachtingen ...................................................................................... 54
9.2. Belang van kwaliteit en waarom is kwaliteit zo belangrijk?.......................... 56
9.3. Kwaliteitsbepalende factoren – methoden om de kwaliteit van diensten te
meten ................................................................................................................ 56
9.3.1. Diensten zijn moeilijker te evalueren dan goederen ............................... 56
9.3.2. Het SERVQUAL-model .......................................................................... 57
9.3.3. Kritieke Incidenten Procedure ............................................................... 60
9.3.4. Mystery shopping.................................................................................. 60
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