Summary
Commercieel 2 samenvatting
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- Institution
- Book
Complete en correcte samenvatting van commercieel 2. Inclusief gearceerde begrippen en belangrijke onderwerpen
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3 reviews
By: haifamubarak • 9 months ago
I don't like it, it's not really described in detail and a lot of things aren't in it
By: justvenema • 9 months ago
True, a summary is indeed only in the main lines! If I include all the side issues that do not come in the exam, a summary has no added value compared to the book itself!
By: jillevandermark • 10 months ago
By: standtimmers • 1 year ago
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Commercieel 2Inhoudsopgave
Hoofdstuk 1 Retailmarketing......................................................................................................................... 3
Retailmarketing....................................................................................................................................................3
Retailmix...............................................................................................................................................................3
Bricks-clicks-ticks..................................................................................................................................................3
Verschillende termen............................................................................................................................................3
Verkopen via e-commerce....................................................................................................................................3
Hoofdstuk 2 Product en assortimentsbeleid................................................................................................... 5
Winkelformule en assortiment.............................................................................................................................5
Samenstelling van assortiment............................................................................................................................5
Dimensies van assortiment..................................................................................................................................5
Verwantschap in assortiment..............................................................................................................................5
Merkenbeleid.......................................................................................................................................................6
Productlevenscyclus.............................................................................................................................................6
Aanpassingen in assortiment...............................................................................................................................6
Rendement van assortiment................................................................................................................................7
Hoofdstuk 3 Prijsbeleid.................................................................................................................................. 8
Het marketinginstrument prijs.............................................................................................................................8
Prijsstrategie........................................................................................................................................................8
Kostengeoriënteerde prijsstrategie......................................................................................................................8
Concurentiegeoriënteerde prijsstrategie.............................................................................................................8
Consumentgeoriënteerde prijsstrategie..............................................................................................................9
Assortimentsprijsstrategie...................................................................................................................................9
Introductieprijsstrategie.......................................................................................................................................9
Overheid en prijsbeleid.......................................................................................................................................10
Hoofdstuk 4 Commerciële presentatie......................................................................................................... 11
Commerciële presentatie als marketinginstrument...........................................................................................11
Presentatieplan opstellen of aanpassen............................................................................................................11
Winkelexterieur..................................................................................................................................................11
Winkelinterieur...................................................................................................................................................12
Winkelindeling....................................................................................................................................................12
Family-grouping.................................................................................................................................................12
Routing...............................................................................................................................................................12
Vaste product presentatie..................................................................................................................................13
, Tijdelijke artikelpresentaties..............................................................................................................................13
Artikelpresentatie opbouwen of ontwerpen......................................................................................................13
Presentatie van een webwinkel.........................................................................................................................13
Hoofdstuk 5 Promotiebeleid........................................................................................................................ 15
Promotie en promotiemix..................................................................................................................................15
Reclame..............................................................................................................................................................15
Persoonlijke verkoop..........................................................................................................................................15
Publiciteit............................................................................................................................................................16
Publiciteit via sociale media...............................................................................................................................16
Sales promotion (verkoopbevordering)..............................................................................................................16
Loyaliteitsprogramma’s.....................................................................................................................................17
Directe communicatie........................................................................................................................................17
Online marketing................................................................................................................................................17
Promotie in en rond de winkel...........................................................................................................................18
Regelgeving bij promotieactiviteiten.................................................................................................................18
Hoofdstuk 6 personeelsbeleid en service...................................................................................................... 19
Personeel als marketinginstrument...................................................................................................................19
Service................................................................................................................................................................19
Wet koop op afstand..........................................................................................................................................19
, Hoofdstuk 1 Retailmarketing
Retailmarketing
Alle taken die een retailer uitvoert om de verkoop van producten te verhogen, worden
marketing genoemd. Marketing bestaat uit alle activiteiten die als doel hebben winst te
verwerven door op lange termijn in de wensen en behoeften van de doelgroep te voorzien.
Je hebt Business-to-business marketing of trademarketing en business-to-consumer
Marketing.
Retailers maken gebruiken van consumentenmarketing of retailmarketing. Onder
consumentenmarketing valt alle marketing voor producten waarvan de consument de
eindgebruiker is.
Retailmix
- Plaats
Waar de onderneming is gevestigd
- Product (dienst)
Wat de onderneming verkoopt
- Prijs
Van het product
- Promotie
(Reclame) van de onderneming en het producten
- Presentatie
Van de onderneming en het product
- Personeel
Dat het product verkoopt
De winkelformule is de doelgroep, de marktpositie en de retailmix.
Bricks-clicks-ticks
De consument kan kiezen uit verschillende verkoopkanalen. Hij kan zijn aankopen in een
fysieke winkel doen, via een website of via apps op andere mobiele apparaten. Dit wordt
aangeduid met bricks-clicks-ticks.
Combinatie van verkoopkanalen.
- Monochannel
- Multichannel
- Crosschannel
- Omnichannel
Verschillende termen
E-business -> E-commerce -> E-tailing en onlinemarketing
Verkopen via e-commerce
Dropshipping:
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