Summary

Samenvatting Marketingbeleid:theorie en cases van Freya De Keyzer

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Module
Marketingbeleid: Theorie En Cases (UA_2109TEWMKT)

Institution
Universiteit Antwerpen (UA)

Book
Principles and Practice of Marketing, 9e

Samenvatting van het gehele van marketingbeleid: theorie en cases gegeven door professor Freya De Keyzer. Op basis van slides, colleges en handboek. Nederlandse samenvatting!

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Number of pages 103
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marketing
marketingbeleid

Book Title:Principles and Practice of Marketing, 9e

Author(s):David Jobber, Fiona Ellis-Chadwick

Edition:Unknown
ISBN:9781526847232
Edition:9

Essay
Report Integrated Marketing Communication

Institution
Universiteit Antwerpen (UA)
Education
Master Organisatie En Management
Module
Marketingbeleid: Theorie En Cases (UA_2109TEWMKT)

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Marketingbeleid
Inhoudsopgave

1) Chapter 1: Marketing and the Organization .................................................................................................................................................................... 4
1. Definities ............................................................................................................................................................................................................................................ 4

2. Marketing concept............................................................................................................................................................................................................................. 4

3. Wat is marketing niet? ...................................................................................................................................................................................................................... 4
4. Market orientation 5. Product orientation .................................................................................................................................................................................... 4

5. Begrijpen van market-driven business ............................................................................................................................................................................................... 5

6. Efficiëntheid en Effectiviteit ............................................................................................................................................................................................................... 5

7. Het begrijpen van de marktplaats en klantenbehoeften (wat er rond je bedrijf aan de gang is) ...................................................................................................... 5

2) Chapter 2: The Marketing Environment .......................................................................................................................................................................... 7
1. Interne omgeving ............................................................................................................................................................................................................................... 7
2. Micro-omgeving................................................................................................................................................................................................................................. 7
3. Macro-omgeving ............................................................................................................................................................................................................................... 7

4. De marketing omgeving .................................................................................................................................................................................................................... 7
5. PESTLE analyse .................................................................................................................................................................................................................................. 7
6. Toezicht houden en reageren op Marketing Omgeving .................................................................................................................................................................. 10

3) Chapter 18: Marketing Planning.................................................................................................................................................................................... 11

1. Niveau’s van planning...................................................................................................................................................................................................................... 11
2. Functies van marketing planning ..................................................................................................................................................................................................... 11
3. Marketing planning process ............................................................................................................................................................................................................ 12

4. Financieel ......................................................................................................................................................................................................................................... 18

5. Tekens van een goed marketingplan ............................................................................................................................................................................................... 18
6. Beloningen/voordelen van een marketing planning ........................................................................................................................................................................ 19

7. Problemen bij het maken van een marketingplan ........................................................................................................................................................................... 19

4) Chapter 19: analyseren van de concurrenten ................................................................................................................................................................ 20
1. De 5 krachten dat de industriële competitie vormt (model van Porter) .......................................................................................................................................... 20

2. Toegangsbelemmeringen ................................................................................................................................................................................................................ 21
3. Onderhandelingsmacht ................................................................................................................................................................................................................... 21
4. Bedreiging van substituten .............................................................................................................................................................................................................. 21

5. Industrie competitie (wat begrijpen van directe concurrenten) ...................................................................................................................................................... 21
6. Competitie analyse (hoe ga je te werk om een analyse uit te voeren) ............................................................................................................................................ 22
7. Competitie strategie ........................................................................................................................................................................................................................ 22
8. Selecteren van competitie om aan te vallen of te vermijden ........................................................................................................................................................... 23

9. Strategische voordelen van competitie............................................................................................................................................................................................ 23
10. Marktcondities en implementatie acties ................................................................................................................................................................................... 23
11. Competitie strategie opties ....................................................................................................................................................................................................... 24

12. Bronnen van competitie voordelen ............................................................................................................................................................................................ 24

Waardeketen (value chain) (waar zit ons voordeel?) .................................................................................................................................................................................. 24
13. Differentieel voordeel maken .................................................................................................................................................................................................... 25

5) Chapter 3: Consumenten gedrag ................................................................................................................................................................................... 26

1. Waarom klantengedrag bestuderen................................................................................................................................................................................................ 26
2. De veranderlijke context van klantengedrag (“nieuwe” context) .................................................................................................................................................... 26

1

, 3. Zaken die invloed hebben op het klantengedrag ............................................................................................................................................................................. 27

4. Klanten/gebruikers begrijpen (de sleutelvragen) ............................................................................................................................................................................ 27
5. Wie koopt er? Klanten/gebruikers kooprollen ................................................................................................................................................................................. 27

6. Hoe kopen ze: het beslissing makend proces van de klant .............................................................................................................................................................. 27

7. Invloeden op het koopgedrag van de consument ............................................................................................................................................................................ 32
8. Determinanten van de mate van probleemoplossing ...................................................................................................................................................................... 32

9. Vergelijking van probleemoplossingsvarianten: uitgebreid, beperkt, en gewoonte (routine) ......................................................................................................... 32

10. Persoonlijke invloeden ............................................................................................................................................................................................................... 32
11. Sociale invloeden ....................................................................................................................................................................................................................... 35

6) Chapter 7: Market Segmentation and Positioning ......................................................................................................................................................... 36

1. Segmentatie ..................................................................................................................................................................................................................................... 36
2. Targeting (doelgroep bepalen) ........................................................................................................................................................................................................ 39

3. Positionering .................................................................................................................................................................................................................................... 42

4. Betekenisvol differentieren .............................................................................................................................................................................................................. 44
5. Key karaktertrekken van een effectieve marketing mix................................................................................................................................................................... 45

7) Chapter 8: Waarde door merken................................................................................................................................................................................... 46
1. Productlijn en productmix ................................................................................................................................................................................................................ 46

2. Productniveaus ................................................................................................................................................................................................................................ 47
3. Waarom sterke merken/brands belangrijk zijn ............................................................................................................................................................................... 47
4. Brandtypes ....................................................................................................................................................................................................................................... 47
5. Merkwaarde .................................................................................................................................................................................................................................... 47
6. Brand building - positionering ......................................................................................................................................................................................................... 49

7. Brand building - merkpersoonlijkheid .............................................................................................................................................................................................. 49
8. Een sterk merk opbouwen ............................................................................................................................................................................................................... 50

8) Chapter 20: Productstrategie: Levenscyclus, portefeuille en groei ................................................................................................................................. 54
1. Product levensfase ........................................................................................................................................................................................................................... 54

2. Marketingdoelstellingen en -strategieën van PLC ........................................................................................................................................................................... 54
3. Limieten van product levenscyclus................................................................................................................................................................................................... 54

4. Managen van brand en product line portfolios ............................................................................................................................................................................... 54
5. Boston Consulting Group Growth-share Matrix .............................................................................................................................................................................. 54

6. Het managen van een gebalanceerd product portfolio ................................................................................................................................................................... 55
7. Bijdrage van een product portfolio planning ................................................................................................................................................................................... 55

..................................................................................................................................................................................................................................................................... 55
8. Product strategie voor groei – ansof matrix (helpt je wat je moet kiezen om te groeien) .............................................................................................................. 56

9) Chapter 9: Waarde door service .................................................................................................................................................................................... 57
1. Categorieën van diensten ................................................................................................................................................................................................................ 57
2. Ongrijpbaarheid/ Ontastbaarheid ................................................................................................................................................................................................... 57
3. Diensten beheren ............................................................................................................................................................................................................................. 58

4. Service positionering ........................................................................................................................................................................................................................ 59

10) Chapter 12: Waarde door prijs ...................................................................................................................................................................................... 60
1. Wat is prijs? ..................................................................................................................................................................................................................................... 60
2. Prijsbepaling methodes ................................................................................................................................................................................................................... 61

3. Hoe onderzoek je de prijs? ............................................................................................................................................................................................................... 67
4. Prijsstelling aan de hand van de analyse van de economische waarde voor de klant ..................................................................................................................... 67
5. Ethische kwesties bij de prijsstelling ................................................................................................................................................................................................ 68

6. Vaak voorkomende fouten in prijzing .............................................................................................................................................................................................. 69

2

,11) Chapter 17: Distributie- en kanaalbeheer (Plaats) ......................................................................................................................................................... 70

1. Distributiekanaal ..................................................................................................................................................................................................................................... 70
2. Soorten distributiekanalen............................................................................................................................................................................................................... 71

3. Hoe voegen kanaalleden waarde toe? ............................................................................................................................................................................................ 72

4. Kanaalstrategie ....................................................................................................................................................................................................................................... 73
5. Distributie-intensiteit ....................................................................................................................................................................................................................... 74

6. kanaals integratie ............................................................................................................................................................................................................................ 75

7. Kanaalbeheer ................................................................................................................................................................................................................................... 75
8. Trends in distributie ......................................................................................................................................................................................................................... 77

12) Chapter 13: Geïntegreerde marketing communicatie .................................................................................................................................................... 79

1. P van promotie................................................................................................................................................................................................................................. 79
2. Vaststelling van communicatiedoelstellingen ................................................................................................................................................................................. 80

3. Selectie van het creatieve bureau .................................................................................................................................................................................................... 82

4. Elementen van IMC? ........................................................................................................................................................................................................................ 83
5. Vaststelling van het promotiebudget .............................................................................................................................................................................................. 86
6. Onderzoek naar campagne-evaluatie.............................................................................................................................................................................................. 87

13) Chapter 16: Digitale marketing en media ...................................................................................................................................................................... 88

1. Wat zijn digitale marketing en digitale media? ............................................................................................................................................................................... 88
2. Digitale display advertising en betaalde media ............................................................................................................................................................................... 88
3. Planning van digitale marketingcampagnes ................................................................................................................................................................................... 89
4. Creatieve uitvoering......................................................................................................................................................................................................................... 90
5. de donkere kant van digitale marketing? ........................................................................................................................................................................................ 90

14) Chapter 22: Managing marketing implementation, organization & control ................................................................................................................... 91
1. Van strategie naar actie .................................................................................................................................................................................................................. 91
2. Implementatie ................................................................................................................................................................................................................................. 91

2. Marketing en controle à evaluatie ................................................................................................................................................................................................ 94

15) Chapter 14: Massamarketingcommunicatie .................................................................................................................................................................. 96
2.6. Introductie ................................................................................................................................................................................................................................. 96

2. Een reclamestrategie ontwikkelen ........................................................................................................................................................................................................... 97
3. Organisatie voor campagneontwikkeling ............................................................................................................................................................................................... 98

16) Chapter 15: Direct Marketing Communications ........................................................................................................................................................... 102
1. Wat zijn de principes van direct marketing communicatie? .......................................................................................................................................................... 102

2. Direct marketing campagnes ......................................................................................................................................................................................................... 102
3. Beurzen en tentoonstellingen ........................................................................................................................................................................................................ 103
4. Ethische kwesties bij directe communicatie? ................................................................................................................................................................................. 103

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Kijk naar de vragen aan het begin van elke ppt.

3

, 1) Chapter 1: Marketing and the Organization
1. Definities
• Marketing is het proces waarbij bedrijven waarde creëren voor klanten en sterke relaties met klanten opbouwen om in
ruil daarvoor waarde van klanten te krijgen.
• Marketing is de activiteit, het geheel van instellingen en processen voor het creëren, communiceren, leveren en
uitwisselen van aanbod dat waarde heeft voor klanten, partners en de samenleving in het algemeen.
Waarde
• Voor behoeften en wensen van klanten
• Voor organisaties: winst (financieel, maatschappelijk, milieu, ...)
Klant
• Klanttevredenheid staat centraal voor succes (de klant staat centraal)
Relatie
• Lange termijn doelen vs. korte termijn doelen
• Acquisitie vs. retentie
Proces
• Stroom van uitwisselingen
à Marketing staat centraal voor zakelijk succes

2. Marketing concept
Hoe beschouwen we marketing beleid? à Beter doen dan de concurrenten.
Dat doen door te richten op de klant, alle departementen van je bedrijf moeten dezelfde visie/aanpak hebben

3. Wat is marketing niet?
• Sommige bedrijven doen niet aan marketing(d.w.z. het klanttevredenheidsideaal) helemaal niet.
o Zij houden zich (opzettelijk) bezig met bedriegen, oplichten, misleiden, of cynisch klanten op een of andere
manier te manipuleren.
o Dit leidt uiteraard tot ontevredenheid.
• Deze oriëntatie wordt beschouwd als (slechte voorbeelden van) handel, uitwisseling, verkoop, of... "zaken" - evenals
bedrog, oplichting.., maar het is geen marketing.
• Echte marketing heeft niets te maken met "slechte zakelijke praktijken"

4. Market orientation 5. Product orientation
Risico: Marketing myopia:
focus op product en niet op
klant. Je gaat kijken naar je
eigen bedrijf. (werkt meestal
minder goed)

4

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