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Samenvatting marketing ALLES!! (boek + lesnotities + ppt)
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Samenvatting marketing ALLES!! (boek + lesnotities + ppt) Boek: "Marketing, de essentie" 14e editie Geslaagd met 15/20
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By: zokuik • 1 year ago
By: jennlamo • 2 year ago
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Artikels op retaildetail lezen0 INLEIDING .................................................................................................................... 4
0.1 Wat is marketing? ..................................................................................................................... 4
0.1.1 Reclame ..............................................................................................................................................................4
0.1.2 Focus
0.1.3 Merken ...............................................................................................................................................................4
1 MARKETING................................................................................................................. 5
1.1 Wat is marketing? ..................................................................................................................... 5
1.2 Marketingproces ....................................................................................................................... 5
1.3 Marketingmanagementconcepten........................................................................................... 10
2 BEDRIJFS- EN MARKETINGSTRATEGIE ........................................................................ 12
2.1 Strategische planning voor het hele bedrijf: de rol van marketing ........................................... 12
2.2 Marketing plannen: samenwerkingsverbanden om klantrelaties op te bouwen ....................... 13
2.2.1 Samenwerken met andere afdeling .................................................................................................................13
2.2.2 Samenwerken met anderen binnen het marketingsysteem ............................................................................13
2.3 Marketingstrategie en marketingmix ...................................................................................... 16
2.3.3 Klantgerichte marketingstrategie .....................................................................................................................16
2.3.4 Marketingmix ...................................................................................................................................................17
2.4 Management van marketinginspanningen .............................................................................. 18
2.4.1 Omgevingsanalyse ............................................................................................................................................18
2.4.2 Marketingplanning ...........................................................................................................................................18
2.4.3 Implementatie van het marketingplan .............................................................................................................19
2.4.4 Controle (evaluatie en bijsturing) .....................................................................................................................19
2.4.5 Marketingrendement .......................................................................................................................................19
3 Marketingomgeving .................................................................................................. 20
4 Marktonderzoek ........................................................................................................ 20
5 Koopgedrag van consumenten en bedrijven .............................................................. 21
6 Marktsegmentatie, doelgroepbepaling en positionering ............................................ 22
6.1 Marktsegmentatie................................................................................................................... 22
6.1.1 Segmentatiecriteria voor de consumentenmarkt ............................................................................................23
6.2 Keuze van de doelgroep ........................................................................................................... 26
6.2.1 Marktsegmenten beoordelen...........................................................................................................................26
6.2.2 Doelmarkten selecteren ...................................................................................................................................27
6.3 Positionering om een concurrentievoordeel te behalen............................................................ 29
6.3.1 Positioneringsdiagrammen (perceptual positioning map) ...............................................................................29
6.3.2 Positioneringsstrategie kiezen ..........................................................................................................................30
6.3.3 De gekozen positie over het voetlicht brengen en waarmaken .......................................................................31
7 Producten, diensten en merkenstrategie ................................................................... 32
7.1 Wat is een product? ................................................................................................................. 32
7.1.1 Producten en diensten .....................................................................................................................................32
7.1.2 Classificaties van producten en diensten .........................................................................................................33
7.2 Product- en dienstbeslissingen ................................................................................................. 35
7.2.1 Beslissingen over producten en diensten .........................................................................................................35
7.2.2 Productlijnbeslissingen .....................................................................................................................................39
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7.2.3 Beslissingen over het assortiment ....................................................................................................................39
7.3 Marketing van diensten (3 sectoren) ....................................................................................... 41
7.3.1 Het wezen en kenmerken van diensten ...........................................................................................................41
7.3.2 Dienstcontinuüm ..............................................................................................................................................42
7.4 Merkenstrategie ...................................................................................................................... 42
7.4.1 Brand equity .....................................................................................................................................................42
7.4.2 Sterke merken opbouwen ................................................................................................................................43
7.4.3 Merken beheren ...............................................................................................................................................46
7.5 Strategie voor het ontwikkelen van nieuwe producten ............................................................ 47
7.5.1 Het genereren van ideeën ................................................................................................................................47
7.5.2 Ideeën screenen ...............................................................................................................................................47
7.5.3 Ontwikkeling en testen van het concept ..........................................................................................................48
7.5.4 Ontwikkelen marketingstrategie ......................................................................................................................48
7.5.5 Bedrijfseconomische analyse ...........................................................................................................................48
7.5.6 Productontwikkeling.........................................................................................................................................48
7.5.7 Testmarketing ...................................................................................................................................................48
7.5.8 Productinitroductiefase (heel duur door reclame etc) .....................................................................................48
7.6 Productlevenscyclusstrategieën ............................................................................................... 49
8 Prijsbeleid ................................................................................................................. 51
8.1 Wat is prijs?............................................................................................................................. 53
8.2 Factoren die van belang zijn bij prijszetting ............................................................................. 54
8.3 Algemene prijsmethoden ......................................................................................................... 57
8.3.1 Kostengeoriënteerde prijszetting .....................................................................................................................57
8.3.2 Vraaggeoriënteerde prijszetting: perceived value pricing ................................................................................57
8.3.3 Concurrentiegerichte prijszetting .....................................................................................................................58
8.4 Prijsstrategieën voor nieuwe producten................................................................................... 59
8.5 Prijsstrategiën voor het assortiment (5 situaties) ..................................................................... 59
8.6 Prijsaanpassingsstrategiën ...................................................................................................... 60
8.7 Prijswijzigingen ....................................................................................................................... 62
8.7.1 Prijswijzigingen initiëren ...................................................................................................................................62
8.7.2 Reageren op prijswijzigingen ............................................................................................................................62
9 Distributiebeleid ........................................................................................................ 64
9.1 De bedrijfskolom en het value delivery network, oftewel de waardeketen ............................... 64
9.2 De aard en het belang van distributiekanalen.......................................................................... 64
9.2.1 De toegevoegde waarde van kanaalleden........................................................................................................65
9.2.2 Aantal tussen-schakels in een kanaal ...............................................................................................................66
9.3 Gedrag en organisatie van distributiekanalen ......................................................................... 67
9.3.1 Verticale marketingsystemen ...........................................................................................................................68
9.3.2 Horizontale marketingsystemen ......................................................................................................................68
9.3.3 Hybride marketingsystemen/ multichannel marketingsystemen ....................................................................69
9.3.4 Veranderingen in kanaalorganisatie .................................................................................................................70
9.4 Kanaalontwerkopbeslissingen (welke, hoeveel, hoeveel niveaus, ..??) ..................................... 71
9.4.1 Klantbehoeften analyseren ..............................................................................................................................71
9.4.2 Doelstellingen van het kanaal formuleren .......................................................................................................71
9.4.3 De belangrijkste alternatieven op een rijtje zetten ..........................................................................................71
9.4.4 Alternatieven afwegen .....................................................................................................................................72
9.4.5 Internationale distributiekanalen opzetten......................................................................................................72
9.4.6 Kanaalmanagement ..........................................................................................................................................72
9.5 Marketinglogistiek en ketenmanagement ............................................................................... 72
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9.6 Detailhandel ............................................................................................................................ 73
9.6.1 Soorten detaillisten ..........................................................................................................................................73
9.7 Webshops ................................................................................................................................ 75
9.8 Groothandel ............................................................................................................................ 75
10 Marketingcommunicatie............................................................................................ 76
10.1 De marketingcommunicatiemix ............................................................................................... 76
10.1.1 De veranderende omgeving van marketingcommunicatie ..............................................................................77
10.1.2 Geïntegreerde marketingcommunicatie ..........................................................................................................77
10.2 Een perspectief op het communicatieproces ............................................................................ 77
10.3 De totale communicatiemix vaststellen (mindmap maken) ...................................................... 78
10.3.1 De aard van elk promotie-instrument ..............................................................................................................78
10.3.2 Promotiemixstrategie .......................................................................................................................................80
10.3.3 Communicatieprogramma................................................................................................................................81
10.3.4 Campagne implementeren ...............................................................................................................................83
10.3.5 Communicatie evalueren..................................................................................................................................83
10.4 Online marketing ..................................................................................................................... 84
10.4.1 Online marketingdoelen (= klassieke marketing) .............................................................................................84
10.4.2 Typen bedrijven met online marketing ............................................................................................................84
10.4.3 Vormen van online marketing ..........................................................................................................................85
10.5 Sales promotion....................................................................................................................... 87
10.6 Public relations ........................................................................................................................ 89
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0 INLEIDING
0.1 Wat is marketing?
Vb.:
• Reclame • Innovatief
• Verkooptechnieken • Creatief
• 4 P’s • Doelgroep
• Klantenrelaties
0.1.1 Reclame
• Bilboard
• ABRI-reclame (bus kot, …)
• Experience marketing (Tomorrowland)
• Celebrity endorsement (bekenden)
® Positief beeld rond product hangen, niet om beter te verkopen
® Werkt best met mannen
® Werkt best met kleine bedrijven, niet met grote
• Online marketing
® E-commerce enorm gestegen door corona
® Gevolg: lokaal kopen voor economie
® SEO: search engine optimalization = optimaliseren van websites voor
zoekmachines
• Mobile markering
® Location-based service à geolocation
o Waze (geeft pop-ups weer van dingen in de buurt)
® Augmented reality
® QR codes
® Ingame mobile marketing
0.1.2 Focus
Focus kan liggen op:
• Verpakking • Dienst
• Product • Wat het product beloofd te doen
0.1.3 Merken
Sterk merk = heeft een trouwe, koopkrachtige groep achter zich die ervoor zorgt dat ze
‘blijven’ bestaan. Hoe sneller je de link legt tussen een merk en een logo, hoe
sterker het merk.
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