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Samenvatting Inleiding marketing
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Een samenvatting van inleiding marketing. Het boek inleiding marketing de 13e editie is hieraan gekoppeld.
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Inleiding MarketingInhoudsopgave
1 MARKETING................................................................................................................................................ 5
1.1 WAT IS MARKETING..............................................................................................................................................5
1.2 HET MARKETINGPROCES........................................................................................................................................5
1.2.1 Stap 1.......................................................................................................................................................5
1.2.2 Stap 2.......................................................................................................................................................6
1.2.3 Stap 3.......................................................................................................................................................7
1.2.4 Stap 4.......................................................................................................................................................8
1.2.5 Stap 5.......................................................................................................................................................9
1.3 MARKETINGMANAGEMENTCONCEPTEN..................................................................................................................10
1.3.1 Het productieconcept............................................................................................................................10
1.3.2 Het productconcept...............................................................................................................................10
1.3.3 Het verkoopconcept...............................................................................................................................10
1.3.4 Het marketingconcept...........................................................................................................................10
1.3.5 Het maatschappelijke marketingconcept..............................................................................................11
1.4 BESLUIT HOOFDSTUK 1.......................................................................................................................................11
2 BEDRIJFS- EN MARKETINGSTRATEGIE........................................................................................................ 11
2.1 STRATEGISCHE PLANNING VOOR HET HELE BEDRIJF: DE ROL VAN MARKETING................................................................11
2.1.1 Een marktgerichte missie formuleren/mission statement....................................................................12
2.1.2 Doelen en doelstellingen bepalen..........................................................................................................13
SWOT – analyse..............................................................................................................................................13
2.1.3 Da activiteitenportfolio ontwerpen.......................................................................................................13
2.2 DE MARKETING PLANNEN: SAMENWERKINGSVERBANDEN AANGAAN OM KLANTRELATIES OP TE BOUWEN..........................16
2.2.1 Samenwerkingsverbanden met andere afdelingen...............................................................................17
2.2.2 Samenwerkingsverbanden met anderen binnen het marketingsysteem..............................................17
2.3 MARKETINGSTRATEGIE EN DE MARKETINGMIX.........................................................................................................18
2.3.1 Strategie in relatie tot de concurrentie: de drie generieke strategieën van Porter..............................18
2.3.2 Business Model Canvas..........................................................................................................................19
2.3.3 Klantgerichte marketingstrategie.........................................................................................................19
2.3.3.1 Marktsegmentatie.........................................................................................................................................19
2.3.3.2 Doelgroep keuze............................................................................................................................................20
2.3.3.3 Marktpositionering........................................................................................................................................20
2.3.4 Marketingmix samenstellen..................................................................................................................21
2.4 HET MANAGEMENT VAN DE MARKETINGINSPANNINGEN............................................................................................22
2.4.1 Omgevingsanalyse.................................................................................................................................22
2.4.2 Marketingplanning................................................................................................................................22
2.4.3 Implementatie van het marketingplan..................................................................................................23
2.4.4 Controle (evaluatie en bijsturing)..........................................................................................................23
2.4.5 Marketingrendement............................................................................................................................23
2.5 BESLUIT HOOFDSTUK 2.......................................................................................................................................24
3 MARKETINGOMGEVING............................................................................................................................ 24
3.1 MICRO-OMGEVING VAN HET BEDRIJF....................................................................................................................24
3.2 MESO-OMGEVING VAN HET BEDRIJF......................................................................................................................25
3.2.1 Afnemers/klanten..................................................................................................................................25
3.2.2 Bedrijfstak..............................................................................................................................................25
3.2.3 Leveranciers...........................................................................................................................................25
3.2.4 Concurrenten.........................................................................................................................................26
3.2.5 Distributiekolom en overige intermediairs............................................................................................26
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, 3.2.6 Externe belangengroepen.....................................................................................................................27
3.3 MACRO-OMGEVING VAN HET BEDRIJF...................................................................................................................28
3.3.1 Demografische factoren........................................................................................................................28
3.3.2 Economische factoren...........................................................................................................................28
3.3.3 Sociaal – culturele factoren...................................................................................................................29
3.3.4 Technologische factoren........................................................................................................................29
3.3.5 Ecologische factoren..............................................................................................................................29
3.3.6 Politieke – juridische factoren...............................................................................................................30
3.4 OMGAAN MET DE MARKETINGOMGEVING..............................................................................................................30
3.5 BESLUIT HOOFDSTUK 3.......................................................................................................................................31
4 MARKTONDERZOEK.................................................................................................................................. 31
5 KOOPGEDRAG VAN CONSUMENTEN EN BEDRIJVEN...................................................................................33
5.1 CONSUMENTENMARKTEN EN KOOPGEDRAG VAN CONSUMENTEN...............................................................................33
5.1.1 Customer journey..................................................................................................................................33
5.1.2 Kenmerken die van invloed zijn op consumentengedrag......................................................................34
5.1.3 Het besluitvormingsproces van de consument......................................................................................35
5.1.4 Het besluitvormingsproces van kopers voor nieuwe producten...........................................................36
5.1.5 Internationaal consumentengedrag......................................................................................................37
5.2 BESLUIT HOOFDSTUK 5.......................................................................................................................................38
6 MARKTSEGMENTATIE, DOELGROEP BEPALING EN POSITIONERING............................................................38
6.1 MARKTSEGMENTATIE..........................................................................................................................................38
6.1.1 Segmentatiecriteria voor de consumentenmarkt..................................................................................38
6.1.2 Segmentatie van B2B.............................................................................................................................40
6.1.3 Segmentatie van internationale markten.............................................................................................40
6.1.4 Voorwaarden voor effectieve segmentatie...........................................................................................40
6.2 KEUZE VAN DE DOELGROEP – TARGETING...............................................................................................................40
6.2.1 Marktsegmenten beoordelen................................................................................................................40
6.2.2 Doelmarkten selecteren.........................................................................................................................41
6.2.3 Maatschappelijk verantwoorde marketing...........................................................................................43
6.3 POSITIONERING OM EEN CONCURRENTIEVOORDEEL TE BEHALEN.................................................................................43
6.3.1 Positioneringsdiagrammen...................................................................................................................44
6.3.2 Positioneringsstrategie kiezen...............................................................................................................44
6.3.3 De gekozen positie over het voetlicht brengen en waarmaken............................................................46
6.4 BESLUIT HOOFDSTUK 6.......................................................................................................................................46
7 PRODUCTEN, DIENSTEN EN MERKENSTRATEGIE........................................................................................46
7.1 WAT IS EEN PRODUCT.........................................................................................................................................46
7.1.1 Producten en diensten...........................................................................................................................46
7.1.2 Classificaties van producten en diensten...............................................................................................47
7.2 PRODUCT- EN DIENSTBESLISSINGEN.......................................................................................................................48
7.2.1 Beslissingen over producten en diensten..............................................................................................48
7.2.2 Productlijnbeslissingen..........................................................................................................................51
7.2.3 Beslissingen over het assortiment.........................................................................................................52
7.3 MARKETING VAN DIENSTEN.................................................................................................................................52
7.4 MERKENSTRATEGIE............................................................................................................................................52
7.4.1 Brand equity..........................................................................................................................................52
7.4.2 Sterke merken opbouwen......................................................................................................................53
7.4.3 Merken beheren....................................................................................................................................55
7.5 STRATEGIE VOOR HET ONTWIKKELEN VAN NIEUWE PRODUCTEN.................................................................................55
7.5.1 Stap 1: Het genereren van ideeën.........................................................................................................55
7.5.2 Stap 2: Ideeën screenen.........................................................................................................................56
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, 7.5.3 Stap 3: Ontwikkeling en testen van het concept...................................................................................56
7.5.4 Stap 4: Het ontwikkelen van een marketingstrategie...........................................................................56
7.5.5 Stap 5: Bedrijfseconomische analyse.....................................................................................................57
7.5.6 Stap 6: Productontwikkeling..................................................................................................................57
7.5.7 Stap 7: Testmarketing...........................................................................................................................57
7.5.8 Stap 8: Productintroductie.....................................................................................................................57
7.5.9 Stap 9: de ontwikkeling van nieuwe producten organiseren................................................................57
7.6 PRODUCTLEVENSCYCLUSSTRATEGIEËN....................................................................................................................59
7.6.1 Introductiefase.......................................................................................................................................59
7.6.2 Groeifase................................................................................................................................................60
7.6.3 Volwassenheidsfase...............................................................................................................................60
7.6.4 Neergangsfase.......................................................................................................................................61
7.7 BESLUIT HOOFDSTUK 7.......................................................................................................................................62
8 PRIJSBELEID.............................................................................................................................................. 63
8.1 WAT IS PRIJS.....................................................................................................................................................63
8.2 FACTOREN DIE VAN BELANG ZIJN BIJ DE PRIJSZETTING...............................................................................................63
8.2.1 Interne factoren die van invloed zijn op de prijszetting.........................................................................63
8.2.2 Externe factoren die van invloed zijn op de prijszetting........................................................................63
8.3 ALGEMENE PRIJSMETHODEN................................................................................................................................65
8.3.1 Kostengeoriënteerde prijszetting...........................................................................................................65
8.3.2 Vraaggeoriënteerde prijszetting............................................................................................................66
8.3.3 Concurrentiegerichte prijszetting..........................................................................................................66
8.4 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN........................................................................................................66
8.4.1 Afroomprijsstrategie..............................................................................................................................67
8.4.2 Penetratieprijsstrategie.........................................................................................................................67
8.5 PRIJSSTRATEGIEËN VOOR HET ASSORTIMENT...........................................................................................................67
8.5.1 Productlijnzetting (product line pricing)................................................................................................67
8.5.2 Prijszetting van productopties...............................................................................................................67
8.5.3 Prijszetting van noodzakelijke toebehoren............................................................................................67
8.5.4 Prijszetting van bijproducten.................................................................................................................67
8.5.5 Prijszetting van productpakketten.........................................................................................................67
8.5.6 Prijszetting van gebruik.........................................................................................................................67
8.6 PRIJSAANPASSINGSSTRATEGIEËN...........................................................................................................................68
8.6.1 Kortingen...............................................................................................................................................68
8.6.2 Prijsdiscriminatie...................................................................................................................................68
8.6.3 Psychologische prijszetting....................................................................................................................69
8.6.4 Promotieprijszetting..............................................................................................................................69
8.6.5 Geografische prijszetting.......................................................................................................................69
8.6.6 Yield pricing...........................................................................................................................................69
8.6.7 Internationale prijszetting.....................................................................................................................69
8.7 BESLUIT HOOFDSTUK 8.......................................................................................................................................69
9 DISTRIBUTIEBELEID................................................................................................................................... 70
9.1 DE BEDRIJFSKOLOM EN HET VALUE DELIVERY NETWORK, OFWEL DE WAARDEKETEN.......................................................70
9.2 DE AARD EN HET BELANG VAN DISTRIBUTIEKANALEN................................................................................................70
9.2.1 Functies van distributie..........................................................................................................................70
9.2.2 Aantal tussenschakels in een kanaal.....................................................................................................71
9.3 GEDRAG EN ORGANISATIE VAN DISTRIBUTIEKANALEN................................................................................................71
9.3.1 Het gedrag in de kanalen......................................................................................................................71
9.3.2 Verticaal marketingsysteem..................................................................................................................71
9.3.3 Horizontaal marketingsysteem.............................................................................................................72
9.3.4 Hybride marketingsysteem....................................................................................................................72
3
, 9.3.5 Veranderingen in de kanaalorganisatie................................................................................................72
9.4 KANAALONTWERPBESLISSINGEN............................................................................................................................73
9.4.1 De klantbehoeften analyseren...............................................................................................................73
9.4.2 De doelstellingen van het kanaal formuleren.......................................................................................73
9.4.3 De belangrijkste alternatieven op een rijtje zetten...............................................................................73
9.4.4 De alternatieve afwegen.......................................................................................................................74
9.5 MARKETINGLOGISTIEK NIET KENNEN......................................................................................................................74
9.6 DETAILHANDEL..................................................................................................................................................74
9.6.1 Soorten detaillisten................................................................................................................................74
9.7 BESLUIT HOOFDSTUK 9.......................................................................................................................................75
10 MARKETINGCOMMUNICATIE................................................................................................................... 75
10.1 DE MARKETINGCOMMUNICATIEMIX.....................................................................................................................75
10.1.1 De veranderende omgeving van marketingcommunicatie.................................................................76
10.1.2 Geïntegreerde marketingcommunicatie.............................................................................................76
10.2 PERSPECTIEF...................................................................................................................................................77
10.3 DE TOTALE COMMUNICATIEMIX VASTSTELLEN.......................................................................................................77
10.3.1 Communicatiedoelstellingen...............................................................................................................78
10.3.2 Communicatiebudget vaststellen........................................................................................................78
10.3.3 Communicatiestrategie formuleren....................................................................................................79
10.3.4 Campagne-implementatie...................................................................................................................80
10.3.5 Communicatie evalueren.....................................................................................................................81
10.4 ONLINE MARKETING.........................................................................................................................................81
10.5 SALES PROMOTION...........................................................................................................................................81
10.5.1 De doelstellingen van sales promotion................................................................................................81
10.5.2 Belangrijke instrumenten van sales promotions.................................................................................82
10.6 PUBLIC RELATIONS...........................................................................................................................................83
10.6.1 Functie en effect van PR......................................................................................................................83
10.6.2 Belangrijke instrumenten voor PR.......................................................................................................83
10.7 SALES............................................................................................................................................................83
10.8 DIRECT MARKETING..........................................................................................................................................84
10.9 OUT-OF-HOME MEDIA......................................................................................................................................84
10.10 EXPERIENCE MARKETING.................................................................................................................................84
10.11 BESLUIT HOOFDSTUK 10.................................................................................................................................84
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