Summary
Samenvatting marketingbeleid + zelfstudie
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Dit document bevat alle hoofdstukken die aan bod zijn gekomen in de lessen, in de volgorde van de lessen. Daarnaast bevat het ook de zelfstudie.
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Summary of Principles and Practice of Marketing, Ninth Edition
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Summary of the lecture slides and book of Marketing
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Summary Marketing Management classes
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MARKETINGBELEID: THEORIE &CASES
INHOUD
Inhoud.......................................................................................................................................................................1
C1. Marketing and the organization..........................................................................................................................4
Wat is marketing?.................................................................................................................................................4
Begrijpen van marktgedreven bedrijven...............................................................................................................5
Begrijpen van de markt en de consumentenbehoeften.......................................................................................5
C2. The Marketing environment...............................................................................................................................7
Interne omgeving..................................................................................................................................................7
PESTLE-analyse..........................................................................................................................................................7
Monitoren van en reageren op de marketingomgeving.......................................................................................9
C17. Marketing planning.........................................................................................................................................10
Rol van marketing planning.................................................................................................................................10
Analyse................................................................................................................................................................10
Marketing audit...................................................................................................................................................11
Strategic...............................................................................................................................................................12
Tactical.................................................................................................................................................................13
Financial...............................................................................................................................................................14
C18. Analyseren van concurrenten.........................................................................................................................15
Concurrentie-analyse..........................................................................................................................................15
Competitieve strategie opties.............................................................................................................................17
C4. Consumer behaviour.........................................................................................................................................18
Overview.............................................................................................................................................................18
Waarom consumentengedrag bestuderen?.......................................................................................................18
The changing context of consumer behaviour....................................................................................................18
Invloeden op consumentengedrag.....................................................................................................................19
Begrijpen van consumenten...............................................................................................................................19
Decision making process.....................................................................................................................................20
Invloeden op consumenten aankoopgedrag......................................................................................................25
Invloeden.............................................................................................................................................................26
C7. Market segmentation and positioning..............................................................................................................29
Segmenteren.......................................................................................................................................................29
Targetten markt...................................................................................................................................................32
1
, Marketingstrategieën..........................................................................................................................................34
Positioneren........................................................................................................................................................35
C8. Value through brands........................................................................................................................................38
Products, Services and Brands............................................................................................................................38
Hoe een sterk merk bouwen...............................................................................................................................41
C19: Product Strategy: Lifecycle, Portfolio and Growth.........................................................................................46
Product lifecycle..................................................................................................................................................46
Boston consulting group.....................................................................................................................................47
C11. Value through services....................................................................................................................................50
Services gedefinieerd..........................................................................................................................................50
C16. Distribution and channel management..........................................................................................................53
Gastcollege – Ben Clockaerts – Sunweb.................................................................................................................53
Distributiekanaal.................................................................................................................................................53
Gedrag in marketingkanalen...............................................................................................................................56
H9: Value trough pricing.........................................................................................................................................63
De aankoopbeslissing..........................................................................................................................................63
Hoe onderzoek je de prijs?..................................................................................................................................69
Ethische problemen............................................................................................................................................71
H12: Introductie tot marketingcommunicatie........................................................................................................73
Geïntegreerde marketingcommunicatie.............................................................................................................73
Framework voor de implementatie van IMC......................................................................................................73
Agency selecteren...............................................................................................................................................74
Promotie mix selectie..........................................................................................................................................75
Elementen van IMC.............................................................................................................................................75
Onderzoek naar campagne-evaluatie.................................................................................................................79
Feedbackmetingen..............................................................................................................................................80
H13: The Marketing Communications Mix: Mass Communications.......................................................................81
Advertising...........................................................................................................................................................81
Hoe reclame werkt..............................................................................................................................................83
Wanneer reclame gebruiken...............................................................................................................................84
Public Relations en Sponsoring...........................................................................................................................85
H14: digitale marketing en media...........................................................................................................................88
Wat is digitale marketing en digitale media?......................................................................................................88
Digitale communicatieomgeving.........................................................................................................................89
Creatieve implementatie.....................................................................................................................................91
The dark side of digital media.............................................................................................................................91
C15. Direct Marketing, social media and direct messaging....................................................................................92
2
,Principes van direct marketing communications................................................................................................92
directe marketing campagnes.............................................................................................................................94
Een directmarketingcampagne beheren.............................................................................................................96
Social media marketing.......................................................................................................................................99
Verkopen en verkoopmanagement....................................................................................................................99
Tentoonstellingen en beurzen..........................................................................................................................105
Ethische kwesties in directe communicatie......................................................................................................105
3
,C1. MARKETING AND THE ORGANIZATION
WAT IS MARKETING?
DEFINITIE
Marketing is het proces waarbij bedrijven waarde gaan creëren voor klanten en sterke relaties gaan opbouwen
met klanten om waarde van klanten te krijgen.
Marketing is de activiteit, het geheel van instellingen en processen voor het creëren, communiceren, leveren
en uitwisselen van aanbod die waarde hebben voor klanten, partners en de samenleving als geheel.
KENMERKEN MARKETING
Waarde
o Klanten: needs and wants
o Organisaties: winst (financieel, sociaal, milieu)
Klanten
o Klantentevredenheid is de key-to-succes
Relaties
o LT vs KT-doelen
o Werving vs behoud
Proces
Marketing is cruciaal voor het succes van het bedrijf
MARKETING CONCEPT
MARKTORIËNTATIE
4
,PRODUCTORIËNTATIE
BEGRIJPEN VAN MARKTGEDREVEN BEDRIJVEN
EFFICIËNTIE VS EFFECTIVITEIT
Efficiënt: minimum verspilling van tijd, middelen, …
Effectief: doelgericht
Ineffectief Effectief
Inefficiënt Verdwijnt snel Overleeft
Efficiënt Sterft traag Gaat goed
BEGRIJPEN VAN DE MARKT EN DE CONSUMENTENBEHOEFTEN
5 kernconcepten voor de klant en markt
1. Behoeften, wensen en eisen
o Behoefte = waargenomen gebrek
o Wens = behoeften gevormd door cultuur en persoonlijkheid
o Vraag = wat we willen
2. Marktaanbod – producten, diensten en ervaringen
o Om in een behoefte of wens te voorzien wordt een aanbod gevormd
o Het aanbod kan enkelvoudig of gecombineerd zijn
o De waardepropositie wordt vervuld door het aanbod
o Het gebruik van verschillende producten,
diensten en ervaringen is een manier om
merkbetekenis te creëren
3. Waarde, tevredenheid en kwaliteit
5
, o Tevredenheid: overeenstemming tussen waargenomen prestaties en verwachtingen
o Klantwaarde: beoordeling van de mate van tevredenheid
o Verwachtingen management
Te laag = geen verkoop
Te hoog = teleurgestelde klant
4. Uitwisselingen, transacties en relaties
o Uitwisseling = een gewenst voorwerp van iemand krijgen en iets in ruil aanbieden
Ten minste twee partijen
Elk moet iets van waarde hebben om aan te bieden
Partijen moeten met elkaar zaken willen doen
Vrij om aanbod te accepteren of af te wijzen
Elke partij moet kunnen communiceren en leveren
o Uitwisseling creëert waarde
Door waardevolle dingen te ruilen, zijn koper en verkoper beter af na de ruil
5. Markten en het marketingsysteem
KLANTENWAARDE
= beoordeling van de mate van tevredenheid
Klantentevredenheid (customer delight)
Creëert een emotionele affiniteit voor een product of service dan
alleen een rationele voorkeur en dit creëert een hoge klantloyaliteit
Merkliefde
Uitbreiding van klantloyaliteit
Maximaliseer kansen
Passiegedreven gedrag bevorderen
Zorg voor integratie van het eigen merk
Creëer positieve emotionele connecties
Juiste relaties opbouwen met de juiste klanten
6
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