Samenvatting Dienstenmarketing - Eric Van Grimbergen Graduaat Marketing HoGent
117 views 1 purchase
Course
Dienstenmarketing
Institution
Hogeschool Gent (HoGent)
In bijlage een samenvatting van de lessen van Eric Van Grimbergen zijn vak Dienstenmarketing dat werd gegeven in semester 1 van het 2e studiejaar Graduaat Marketing op de Hogeschool Gent
Examen: 08/01/2021
Inhoudsopgave
Examensamenvatting Dienstenmarketing .......................................................................... 5
Het verschil tussen een rage en een trend ................................................................................... 5
De toename van de dienstensector: Verklaar .............................................................................. 5
1 Economische tendensen ..................................................................................................................... 5
2 Technologische tendensen ................................................................................................................. 5
3 Demografische tendensen .................................................................................................................. 5
4 Sociale tendensen ............................................................................................................................... 6
5 Consumentengedrag ........................................................................................................................... 6
Strategisch positioneren.............................................................................................................. 6
Missie en strategische doelstellingen ........................................................................................................... 6
Wat is het verschil tussen een missie en een visie? ...................................................................................... 7
Is de missie en de strategische doelstellingen, anders bij diensten dan bij goederen? ................................ 7
Differentiatie .............................................................................................................................. 8
Waar ligt de nadruk in de marketingstrategie bij dienstverlening? .............................................................. 8
Geef het verschil tussen goederen en diensten op vlak van strategievorming.............................. 9
Producten...................................................................................................................................................... 9
Diensten ........................................................................................................................................................ 9
Waarom worden er bij diensten minder energie besteed aan onderzoek en ontwikkeling? (R&D) ............ 9
Het maken van een product-marktkeuze ................................................................................... 10
Hoe kom je tot een strategie? .................................................................................................................... 10
Wat is positionering? .................................................................................................................................. 10
Segmenten en hun relevantie .................................................................................................... 11
Wat zijn veel voorkomende segmentatiemogelijkheden? ........................................................................ 11
Het optimaal afstemmen van het aanbod op het doelsegment.................................................. 12
Omgevingsanalyse .................................................................................................................... 13
Research & Internal workshops .................................................................................................................. 13
Prijs versus kwaliteit ................................................................................................................. 14
Ondernemingsniveau ................................................................................................................ 14
1 Lage kosten ....................................................................................................................... 15
Met behulp van welk instrument moet je primair concurreren in de lage-kostenmarketing?................ 15
2 Hoge differentiatie en hoge kosten ................................................................................... 16
3 Sterke differentiatie en lage kosten................................................................................... 17
Transactiemarketing versus relatiemarketing ............................................................................ 18
Positionering in kaart brengen en het belang ervan................................................................... 19
Uit welke 3 verschillende componenten bestaat het diensten aanbod?..................................... 20
Service Marketing Triangle ........................................................................................................ 20
De 5 elementen van een service ................................................................................................ 20
De 3 niveau’s onderscheiden – Kötler – EXAMEN ...................................................................... 21
Core customer value ................................................................................................................................... 21
Actual product ............................................................................................................................................ 21
Augmented product/system ...................................................................................................................... 21
,Overservicing – EXAMEN ........................................................................................................... 22
Satisfiers & dissatisfiers ............................................................................................................. 22
De dienstenbloem – Flower of services...................................................................................... 23
Geef voorbeelden van informatie-elementen ............................................................................ 24
Momenten wanneer je in contact komt met de klant – EXAMEN ............................................... 24
Perceptie & Processen ............................................................................................................... 25
Service Quality Model ............................................................................................................... 25
Consument .................................................................................................................................................. 25
Perceptie ................................................................................................................................... 26
Verwachting .............................................................................................................................. 26
Gönroos-Model ......................................................................................................................... 26
Gönroos praat over 2 dingen ...................................................................................................................... 26
Het model van Zithalm en Bitner ............................................................................................... 27
Het belang van kwaliteit & waarom kwaliteit zo belangrijk is .................................................................. 27
Diensten zijn moeilijker te evalueren dan goederen................................................................................. 27
SERVQUAL-Model ..................................................................................................................... 28
Meten .......................................................................................................................................................... 28
De 5 kloven/GAP’s ...................................................................................................................................... 28
Productlevenscyclus .................................................................................................................. 31
De 5 fases: ................................................................................................................................................... 31
Servicebeleid: Monitoring en actief beheer ............................................................................... 32
Geïntegreerd productbeleid waarin producten worden: ............................................................................ 32
Drivers voor het productbeleid: .................................................................................................................. 32
Service Stretching...................................................................................................................... 33
De opvolging & meting bestaat uit 4 delen ............................................................................................... 34
Productbeleid – Productinnovatie ............................................................................................. 35
Introductie van een nieuw product of de herlancering van een bestaand product. .................................. 35
Marktcheck.................................................................................................................................................. 35
Implementatie ............................................................................................................................................. 35
BCG-Matrix ............................................................................................................................... 36
Vijfkrachtenmodel van Porter – Concurrentie............................................................................ 36
Structurele kenmerken concurrentie ......................................................................................................... 36
Toetredingsbarrières voor nieuwe concurrentie ....................................................................................... 36
Waardestrategieën (Treacy & Wiersema) .................................................................................. 37
Operational Excellence ............................................................................................................................... 37
Customer Intimacy ..................................................................................................................................... 37
Product Leadership ..................................................................................................................................... 37
Personeel als cruciale factor ...................................................................................................... 38
Personeelsmanagement.............................................................................................................................. 38
Profit Chain (EXAMEN) .............................................................................................................. 38
Medewerkerstevredenheid ....................................................................................................... 39
Interne servicekwaliteit .............................................................................................................................. 39
Tevreden medewerkers.............................................................................................................................. 39
Ontevreden medewerkers ......................................................................................................................... 39
,Hoe kan je medewerkerstevredenheid organiseren? ................................................................. 40
Functie/Werkgerelateerde aspecten ......................................................................................................... 40
Werkomstandigheden ................................................................................................................................ 40
Organisatie gebonden effecten .................................................................................................................. 40
Kwaliteit ...................................................................................................................................................... 40
Culturele aspecten ...................................................................................................................................... 40
Beïnvloedbare factoren .............................................................................................................................. 40
Prijszetting ................................................................................................................................ 41
Plaats en tijd ................................................................................................................................................ 41
Plaatsbeleid ................................................................................................................................................. 41
Presentatieplicht en participatiegraad....................................................................................... 42
Distributiestrategie ................................................................................................................... 43
Het vestigingsbeleid .................................................................................................................. 44
Indirecte verkoop ....................................................................................................................................... 44
Directe verkoop .......................................................................................................................................... 44
Selectieve verkoop ..................................................................................................................................... 44
Distributiekanalen ..................................................................................................................... 45
Single Channel ............................................................................................................................................ 45
Multi-Channel ............................................................................................................................................. 45
Cross-Channel ............................................................................................................................................. 45
Omni-Channel ............................................................................................................................................. 45
Bermuda Triangle ...................................................................................................................... 46
Service locatie ........................................................................................................................... 47
Heeft te maken met het ABC-Model (dienstverlener) ................................................................................ 47
Aandacht trekken ....................................................................................................................................... 47
Bevestigen................................................................................................................................................... 47
Capture ....................................................................................................................................................... 47
Elementen van het onderscheidend vermogen – (EXAMEN) ...................................................... 48
3 kennen + voorbeeld! .............................................................................................................. 48
1 Architectuur ...................................................................................................................................... 48
2 Design ................................................................................................................................................ 48
3 Meubilair ........................................................................................................................................... 48
4 Circulatie............................................................................................................................................ 48
5 Privacy ............................................................................................................................................... 48
6 Toegankelijkheid ............................................................................................................................... 48
Het belang van de servicescape ................................................................................................. 49
Processen .................................................................................................................................. 50
De activiteiten in een proces hebben in die zin ook een ........................................................................... 50
Processen hangen samen met .................................................................................................................... 50
Er zijn 2 soorten processen ........................................................................................................ 50
1 Primaire processen............................................................................................................................ 50
2 Ondersteunende procedures ............................................................................................................ 50
Het dienstenmarketingsysteem – Service Encounter Triangle .................................................... 51
De organisatie ............................................................................................................................................. 51
Het personeel ............................................................................................................................................. 51
De service encounter ................................................................................................................. 52
Hoog contact: .............................................................................................................................................. 52
Laag contact: ............................................................................................................................................... 52
, Tips voor een goede service encounter...................................................................................... 53
Het belang van processen.......................................................................................................... 53
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller 1920graduaatmkthbo5. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $16.64. You're not tied to anything after your purchase.
