Samenvatting Dienstenmarketing - Eric Van Grimbergen Graduaat Marketing HoGent
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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
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