Uitgebreide samenvatting van het studieboek: Strategische Marketing Planning. Net zoals in mijn andere samenvattingen zijn alle begrippen uitgebreid beschreven zodat je de theorie snapt en goed kan toepassen tijdens het tentamen.
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Inhoud
1. De kern van marketing. ................................................................................................................... 4
1.1. Belang van marketing ............................................................................................................. 5
1.2. Wat is marketing. .................................................................................................................... 5
Het begrip Marketing. ..................................................................................................................... 6
Marketing hiërarchie. ..................................................................................................................... 6
Ontwikkelingen in het marketingconcept tot 2000. ....................................................................... 7
Samenvattend ontwikkelingen in het marketingconcept tot 2000. ............................................... 7
Ontwikkelingen in de markt na 2000. ............................................................................................. 7
De identiteit van een merk vs. de wensen van klanten. ................................................................. 7
Andere ontwikkelingen in marketing na 2000. ............................................................................... 8
Studies van Sharp en het belang van merkbekendheid.................................................................. 8
Big data. .......................................................................................................................................... 8
Duurzaamheid. ................................................................................................................................ 8
Onlinemarketing. ............................................................................................................................ 8
Strategische marketing als verzameling van activiteiten................................................................ 8
Operationele marketing. ................................................................................................................. 8
Activiteiten strategische marketing. ............................................................................................... 8
Marketing en andere functies......................................................................................................... 9
Verschillende vormen van marketing. ............................................................................................ 9
H2 het strategische marketingplanningsproces. .................................................................................... 9
2.1. Niveaus in een onderneming. .................................................................................................... 10
Het product- en marktinstrumentniveau. ........................................................................................ 10
2.2. Kern van de marketingstrategie................................................................................................. 10
Marketingstrategie: doelgroep en positionering.............................................................................. 10
2.3. Inhoud van het strategische marketingplanningsproces. ..................................................... 11
Beschrijving van de fasen van het marketingplanningsproces. ........................................................ 12
Missie, waarde strategie en marktafbakening. ................................................................................ 12
Interne analyse. ................................................................................................................................ 12
Afnemersanalyse............................................................................................................................... 12
Bedrijfstakanalyse. ............................................................................................................................ 12
Concurrentieanalyse. ........................................................................................................................ 13
Distributie / leveranciersanalyse. ..................................................................................................... 13
Van analyse naar strategie. ............................................................................................................... 13
Ondernemingsdoelstellingen en strategieën.................................................................................... 13
, Marketingdoelstellingen- en strategieën. ........................................................................................ 13
Marktinstrumentdoelstellingen- en strategieën. ............................................................................. 13
Organisatie van marketing en personeel. ......................................................................................... 13
Eigenschappen van het planningsproces. ......................................................................................... 13
Overzicht marketingplan voor een product/merk. ........................................................................... 13
H3 Missie, waardestrategie en marktafbakening. ................................................................................ 14
3.1. Naar een klantgerichte visie. ..................................................................................................... 15
Functies van een missie. ............................................................................................................... 15
Twee soorten missies en mvo. ...................................................................................................... 15
Economische technische missie. ................................................................................................... 15
Sociaal-maatschappelijke missie................................................................................................... 15
Visie van een onderneming. ......................................................................................................... 16
3.2. Waardestrategieën. .............................................................................................................. 16
De waardestrategieën van Treacy en Wiersma. ........................................................................... 16
Productleadership. ........................................................................................................................ 16
Operational excellence. ................................................................................................................ 16
Customer intimacy. ....................................................................................................................... 16
Andere indelingen (Porter). .......................................................................................................... 16
Brandbenefittingmodel. ................................................................................................................ 17
3.3. Marktafbakening. .................................................................................................................. 17
Marktafbakening op SBU-niveau. ................................................................................................. 17
Marktafbakening op product-merkniveau.................................................................................... 17
Marktafbakening en nieuwe activiteiten. ..................................................................................... 17
Belang en gevaar van de marktdefinitie. ...................................................................................... 18
Lehmann en Winer onderscheiden 4 niveaus met betrekking tot concurrentie.......................... 18
H4 Interne analyse. ............................................................................................................................... 20
4.1 Doelstellingen. ............................................................................................................................ 20
H4.2 Evaluatie van de resultaten. ..................................................................................................... 21
H4.4 Interne analyse op ondernemingsniveau. ................................................................................ 21
H4.5 Interne analyse op merkniveau. ............................................................................................... 22
H5 Afnemersanalyse. ............................................................................................................................ 24
H5.1 doelen van de afnemersanalyse ............................................................................................... 24
H5.2 Segmentatieonderzoek. ........................................................................................................... 24
H5.3 Modellen van klantpercepties. ................................................................................................. 26
H5.4 Onderzoek naar klantwensen en klantpercepties. ................................................................... 26
H5.5 Meten van merksterkte. ........................................................................................................... 31
, H5.6 Individuele klantgegevens. ....................................................................................................... 32
H5.7 Primair onderzoek. ................................................................................................................... 33
H6 Bedrijfstakanalyse............................................................................................................................ 34
H6.1 Concurrentieanalyse: bedrijfstak en concurrenten.................................................................. 34
6.2 Doel en opbouw van de bedrijfstakanalyse. ............................................................................. 34
6.4 Geaggregeerde marktfactoren. .................................................................................................. 35
6.5 Bepaling van de marktaantrekkelijkheid .................................................................................... 37
H7 Concurrentie analyse ....................................................................................................................... 38
7.1 Doel en opbouw van de concurrentieanalyse. ........................................................................... 38
7.2 Identificatie en keuze van concurrenten. ................................................................................... 38
7.3 Doelstellingen van concurrenten. ............................................................................................... 40
7.4 Huidige strategieën van concurrenten. ...................................................................................... 40
7.6 Verwachte strategieën van concurrenten. ................................................................................. 41
7.7 Gegevensbronnen. ...................................................................................................................... 41
H8 Distributie- en leveranciersanalyse. ................................................................................................ 42
8.1 Doel en opzet van een distributieanalyse. .................................................................................. 42
8.2 Distributieanalyse en macroniveau. ........................................................................................... 42
8.3 Distributieanalyse op mesoniveau. ............................................................................................. 42
BMG H5 ................................................................................................................................................. 44
1 ............................................................................................................................................................ 46
, 1. De kern van marketing.
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