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Samenvatting Marketing 1e jaar bedrijfsmanagement
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MarketingmanagementInhoudsopgave
Wat is marketing?.......................................................................................................................................... 4
0.1 Definitie van marketing...................................................................................................................................4
0.1.1 Marketingdefinities..................................................................................................................................4
0.1.2 Marketingkernbegrippen.........................................................................................................................4
0.1.3 Marketingmanagement............................................................................................................................5
0.2 Marketingconcepten.......................................................................................................................................5
0.2.1 Het productieconcept..............................................................................................................................5
0.2.2 Het productconcept.................................................................................................................................6
0.2.3 Het verkoopconcept.................................................................................................................................6
0.2.4 Het marketingconcept..............................................................................................................................6
0.2.5 Het maatschappelijke-marketingconcept................................................................................................6
0.3 Marketing op verschillende markten..............................................................................................................6
0.3.1 Consumentenmarketing of B2C-marketing.............................................................................................7
0.3.2 Industriële marketing of B2Bmarketing...................................................................................................7
0.3.3 Retailmarketing........................................................................................................................................7
0.3.4 Trade Marketing.......................................................................................................................................7
0.3.5 Dienstenmarketing...................................................................................................................................7
0.3.6 Non profit marketing................................................................................................................................7
1 Marktinformatiesystemen en marktonderzoek............................................................................................8
1.1 Enkele interne en externe bronnen van marketingkennis (niet vanbuiten kennen).......................................8
1.2 Onderzoeksmethoden (niet vanbuiten kennen)............................................................................................10
1.3 Marketingjargon...........................................................................................................................................10
2 Het consumentengedrag........................................................................................................................... 11
2.1 Het stimulus-responsmodel..........................................................................................................................11
2.2 Het koopbeslissingsproces............................................................................................................................12
2.2.1 Probleemherkenning..............................................................................................................................12
2.2.2 Informatie opzoeken..............................................................................................................................12
2.2.3 Evalueren van alternatieven..................................................................................................................12
2.2.4 De aankoopbeslissing.............................................................................................................................12
2.2.5 Evaluatie na de koop..............................................................................................................................12
2.3 Vormen van oriëntatie- en koopgedrag........................................................................................................13
2.3.1 Uitgebreide besluitvorming...................................................................................................................14
2.3.2 Beperkte besluitvorming........................................................................................................................14
2.3.3 Routine koopgedrag...............................................................................................................................14
2.3.4 Types consumentengoederen en koopgedrag.......................................................................................14
2.4 Vormen van winkelgedrag............................................................................................................................14
2.4.1 Types winkelgedrag................................................................................................................................14
2.4.2 Winkelgedrag en typologie van consumentengoederen.......................................................................15
3 Marketingstrategie. Marketsegmentatie, targeting en positionering..........................................................16
3.1 Marktsegmentatie........................................................................................................................................16
3.1.1 Geografische, demografische, psychografische en gedragsmatige variabelen.....................................16
3.2 Keuze van de doelgroep (targeting)..............................................................................................................18
3.2.1 Marktsegmenten beoordelen................................................................................................................18
3.2.2 Segmentatiestrategie.............................................................................................................................18
,Marketingmanagement
3.3 Strategieën voor differentiatie en positionering...........................................................................................19
3.3.1 Differentiatie..........................................................................................................................................19
3.3.2 Positionering...........................................................................................................................................20
4 Het productbeleid..................................................................................................................................... 21
4.1 Wat is een product?......................................................................................................................................21
4.1.1 Definitie..................................................................................................................................................21
4.1.2 Productindelingen..................................................................................................................................22
4.2 Productmix – productassortiment................................................................................................................22
4.2.1 Wat is een productmix?.........................................................................................................................22
4.2.2 Dimensies van het assortiment..............................................................................................................22
4.2.3 Productbeslissingen/assortimentsbeslissingen.....................................................................................23
4.3 Merkbeslissingen...........................................................................................................................................25
4.3.1 Branding.................................................................................................................................................25
4.3.2 Brandbeslissingen...................................................................................................................................26
4.4 Beslissingen over productkenmerken...........................................................................................................29
4.4.1 Kwaliteitsbeleid......................................................................................................................................29
4.4.2 Garantie..................................................................................................................................................30
4.4.3 Servicebeleid..........................................................................................................................................30
4.4.4 Vormgeving en verpakking.....................................................................................................................31
4.5 Productontwikkeling – introductie van nieuwe producten...........................................................................32
4.5.1 De noodzaak van nieuwe producten.....................................................................................................32
4.5.2 Innovatie- versus Me-Too strategie.......................................................................................................32
4.5.3 Het productontwikkelingsproces: van idee tot strategie.......................................................................32
4.5.4 Waarom nieuwe producten aanslaan of mislukken?............................................................................34
4.6 De productlevenscyclus.................................................................................................................................34
4.6.1 Definitie en algemene beschouwingen..................................................................................................34
4.6.2 Fasen in de productlevenscyclus............................................................................................................34
5 Het distributiebeleid................................................................................................................................. 37
5.1 De distributie: een horizonverkenning..........................................................................................................37
5.1.1 Het begrip distributie.............................................................................................................................37
5.2 Pull- en pushstrategieën...............................................................................................................................37
5.3 Distributie-objectieven..................................................................................................................................37
5.4 Distributiebeslissingen..................................................................................................................................37
5.4.1 De niveaubeslissing................................................................................................................................38
5.4.2 Beslissing over de aard van de tussenpersonen....................................................................................39
5.4.3 Distributie-intensiteit of bepaling van het aantal tussenschakel..........................................................39
6 Het prijsbeleid........................................................................................................................................... 41
6.1 Prijsbeïnvloedende factoren.........................................................................................................................41
6.1.1 De kosten................................................................................................................................................41
6.1.2 Andere externe factoren........................................................................................................................41
6.2 Algemene prijsmethoden..............................................................................................................................41
6.2.1 Op kosten gebaseerde prijszetting.........................................................................................................41
6.2.2 Op waardeperceptie gebaseerde prijszetting (backwardpricing of inverse prijsstelling).....................41
6.2.3 Op de concurrentie gebaseerde prijszetting..........................................................................................42
7 Promotiebeleid......................................................................................................................................... 43
7.1 Marketingcommunicatie: ‘What’s in the name?’.........................................................................................43
7.1.1 Rol van marketingcommunicatie...........................................................................................................43
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7.1.2 De promotiemix......................................................................................................................................43
7.1.3 Het communicatieproces.......................................................................................................................43
7.1.4 Communicatiekanalen............................................................................................................................43
7.2 Geïntegreerde marketingcommunicatie.......................................................................................................43
7.2.1 Het nieuwe aanzien van marketingcommunicatie................................................................................43
7.2.2 Veranderingen in het aanbod aan media binnen marketingcommunicatie..........................................44
7.2.3 Het belang van geïntegreerde marketingcommunicatie.......................................................................44
7.3 Het communicatieplan..................................................................................................................................44
7.3.1 De doelgroepkeuze................................................................................................................................44
7.3.2 De communicatieobjectieven................................................................................................................44
7.3.3 Ontwerp van de communicatieboodschappen keuze van de communicatiekanalen...........................45
7.3.4 Samenstelling van de promotiemix........................................................................................................45
7.4 Reclame.........................................................................................................................................................46
7.4.1 Reclamebeslissingen..............................................................................................................................46
7.4.2 Bepaling van de reclameobjectieven.....................................................................................................46
7.4.3 De reclamestrategie...............................................................................................................................47
7.5 Salespromotion.............................................................................................................................................47
7.5.1 ‘Salespromotion’ in de marketingmix....................................................................................................47
7.5.2 De effectiviteit van promotionele acties................................................................................................48
7.6 Sponsering.....................................................................................................................................................48
7.7 Publiciteit......................................................................................................................................................49
7.8 Public relations..............................................................................................................................................49
7.9 Direct marketing...........................................................................................................................................49
7.10 Beurzen.......................................................................................................................................................49
7.11 Eventmarketing...........................................................................................................................................50
7.12 P.O.S. of P.O.P.-communicatie....................................................................................................................50
7.13 Persoonlijke verkoop...................................................................................................................................50
7.14 Mond-tot-mond reclame.............................................................................................................................50
7.15 Communicatie via elektronische media......................................................................................................50
7.15.1 Internetmarketing................................................................................................................................50
7.15.2 Mobiele Marketing...............................................................................................................................51
7.15.3 Gamevertising......................................................................................................................................51
7.15.4 Digitale televisie...................................................................................................................................51
, Marketingmanagement
Wat is marketing?
0.1 Definitie van marketing
0.1.1 Marketingdefinities
Marketing heeft veel verschillende definities: die verscheidenheid heeft te maken met het leggen van bepaalde
accenten of het hanteren van een bepaalde invalshoek.
0.1.2 Marketingkernbegrippen
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Behoeften:
Behoeften zijn algemeen en universeel: Iedereen heeft behoeften, dit geld voor overal in de
wereld.
Behoeften zijn motiveren: ze zetten aan tot gedrag om het tekort op te heffen als een behoefte
een bepaalde intensiteit heeft bereikt.
Verlangens (wensen): Verlangens worden beschreven in termen van een object dat een behoefte
bevredigt.
Verlangens zijn individueel en cultureel bepaald: niet iedereen heeft dezelfde verlangens.
Verlangens naar producten en diensten zijn onbeperkt
Vraag: de vraag omvat wensen die worden gesteund door koopkracht
Behoeften en verlangens zijn onbegrensd, maar de middelen zijn beperkt
Verlangens veranderen in vraag als koopkracht en koopbereidheid tot aankopen voorhanden zijn
Product en productvoordeel: Alles wat op een markt kan worden aangeboden om in een behoefte te
voorzien, kan een product genoemd worden (zowel goederen als diensten)
Producten hebben bepaalde kenmerken, die al dan niet beantwoorden aan de verlangens van de
klanten.
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