Samenvatting Marketing: modellen en berekeningen, 2e herziene editie. Ton Borchert, HELE boek
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Course
Marketing
Institution
ROC Flevoland
Book
Marketing: modellen en berekeningen, 2e herziene editie
Dit is een nieuwe (2024) samenvatting van de 2e editie van Marketing: modellen en berekeningen van Borchert. Hele boek samengevat met de belangrijkste berekeningen en visuals voor het tentamen. Onze studiegroep heeft deze gebruikt als voorbereiding op het examen. Gemakkelijk en logisch te lezen in ...
,Compacte samenvatting hele boek incl visuals en belangrijkste
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Inhoudsopgave
Hoofdstuk 1 Interne Analyse......................................................5
1.1 Strategische uitgangspositie............................................................................. 5
1.1.1 Missie en Visie............................................................................................. 5
1.1.2 Model van Abell........................................................................................... 5
1.1.3 Model van Treacy en Wiersema...................................................................5
1.1.4 Strategische doelstellingen.........................................................................5
1.2 Portfolioanalyses............................................................................................... 6
1.2.1 BCG-matrix.................................................................................................. 6
1.2.2 MABA-analyse.............................................................................................. 6
1.3 De value chain van Porter.................................................................................6
1.4 Het 7S-model..................................................................................................... 7
1.6 Marketinganalyse.............................................................................................. 7
1.6.1 Productanalyse............................................................................................ 7
1.6.2 Klantanalyse................................................................................................ 8
1.6.3 Customer lifetime value..............................................................................9
Hoofdstuk 2 Externe Analyse....................................................10
2.1 Het vijfkrachtenmodel van Porter....................................................................10
2.2 De marktvraag................................................................................................. 10
2.2.1 Penetratiegraad......................................................................................... 11
2.2.2 Totale effectieve markt.............................................................................11
2.2.3 Totale potentiele markt............................................................................. 11
2.2.4 Marktontwikkeling..................................................................................... 12
2.2.5 Voorspellen van de marktvraag.................................................................12
2.2.6 Marktaandeel............................................................................................. 12
2.2.7 Formule van Parfitt-Collins........................................................................12
2.2.8 Relatief marktaandeel............................................................................... 12
2.3 De afnemer...................................................................................................... 13
2.3.1 Model van Maslow..................................................................................... 13
2.3.2 Stimulus-responsmodel............................................................................. 13
2.3.3 Communicatiemodellen............................................................................. 13
2.3.4 Het adoptie model van Rogers..................................................................14
2.3.5 De klantenpiramide van Curry voor B2B-markten.....................................14
2.4 De concurrent.................................................................................................. 14
2.4.1 Benchmark................................................................................................ 14
2.4.2 Positioneringsschema................................................................................ 15
2.5 De leverancier: vendorrating...........................................................................15
2.6 Macro-omgevingsanalyse: DESTEP..................................................................16
Hoofdstuk 3 Strategie van SWOT naar marketingplan................17
3.1 SWOT-analyse en confrontatiematrix..............................................................17
3.1.1 SWOT-analyse........................................................................................... 17
3.1.2 Confrontatiematrix.................................................................................... 17
3.2 Het formuleren van strategische opties...........................................................17
3.2.1 Strategische opties.................................................................................... 17
3.2.2 Porters concurrentiestrategie....................................................................17
3.2.3 Model van Treacy en Wiersema.................................................................18
3.2.4 Groeistrategieën Ansoff.............................................................................18
3.2.5 Doyle: strategische focus..........................................................................19
3.2.6 Blue Ocean Strategy..................................................................................19
, 3.2.7 Business Model Canvas............................................................................. 19
3.2.8 Overige aandachtspunten.........................................................................19
3.3 Toetsen van opties.......................................................................................... 20
3.4 Marketingplanning........................................................................................... 20
3.5 Internationale marketingstrategie...................................................................20
Hoofdstuk 4 Product/dienst......................................................21
4.1 Producten en assortimenten............................................................................21
4.1.1 Productniveaus.......................................................................................... 21
4.1.2 Assortimentsdimensies.............................................................................. 21
4.1.3 De long tail................................................................................................ 21
4.2 Productlevenscyclus........................................................................................ 21
4.3 Conjoint analysis voor productontwikkeling....................................................22
4.4 Merken............................................................................................................. 22
4.4.1..........................................................................................................................................
.............................................. 22
4.4.2 Merkwaardepiramide................................................................................. 22
4.4.3 Brand report card................................................................................... 22
4.4.4 Merkwisselmodel.................................................................................... 22
4.5 Diensten....................................................................................................... 23
4.5.1 Het dienstenconcept.................................................................................. 23
4.5.2 Dienstencontinuüm................................................................................... 23
4.5.3 Dienstencategorieën................................................................................. 23
4.5.4 Het dienstenmarketingsysteem.................................................................23
4.5.5 GAP-model van servicekwaliteit................................................................24
4.5.6 Vraag en aanbod afstemmen....................................................................24
Hoofdstuk 5 Prijs.....................................................................25
5.1 Factoren bij prijsbepaling.............................................................................. 25
5.2 Prijsberekening met kostenprijsoriëntatie....................................................25
5.2.1 Berekening kostprijs............................................................................... 25
5.2.2 Kostprijs-plusmethode............................................................................ 25
5.2.3 Margeketen............................................................................................. 25
5.2.4 Break-evenanalyse................................................................................. 25
5.3 Prijsgevoeligheid........................................................................................... 26
5.3.1 Vraagcurve............................................................................................. 26
5.3.2 Prijselasticiteit van de vraag...................................................................26
5.3.3 Inkomenselasticiteit................................................................................ 26
5.3.4 Kruisprijselasticiteit.................................................................................27
5.4 Prijsberekening met afnemersoriëntatie.......................................................27
5.4.1 Totale kosten voor de afnemer...............................................................27
5.4.2 Inverse prijszetting................................................................................. 27
5.4.3 Prijsbepaling op basis van yieldmanagement.........................................27
5.5 Prijsberekening op basis van concurrentieoriëntatie....................................28
5.6 Prijsbepaling bij productintroductie..............................................................28
5.6.1 Penetratiestrategie.................................................................................28
5.6.2 Afroomprijsstrategie...............................................................................28
5.7 Prijsdifferentiatie en Prijsdiscriminatie..........................................................28
Hoofdstuk 6 Distributie............................................................29
6.1 Distributiekanalen........................................................................................... 29
6.2 Distributiekengetallen..................................................................................... 29
6.2.1 Formules.................................................................................................... 29
6.2.2 Onderlinge relaties.................................................................................... 29
Hoofdstuk 7 Promotie..............................................................31
7.1 Inleiding........................................................................................................... 31
7.1.1 Het communicatiemodel............................................................................31
7.1.2 Stappen in marketingcommunicatie..........................................................31
7.2 Mission: communicatiedoelstellingen en –strategie.........................................31
7.2.1 Doelstellingen............................................................................................ 31
7.2.2 De strategie van geïntegreerde communicatie.........................................31
7.3 Money: het communicatiebudget....................................................................31
7.3.1 Budgetmethoden....................................................................................... 31
7.3.2 Drempeleffect............................................................................................ 32
7.3.3 Communicatie-elasticiteit..........................................................................32
7.3.4 Carry-overeffect......................................................................................... 32
7.4 Message, mix en media...................................................................................32
7.4.1 Boodschap................................................................................................. 32
7.4.2 Reclame..................................................................................................... 32
7.4.3 Sponsoring en events................................................................................32
7.4.4 Public relations.......................................................................................... 32
7.4.5 Sales promotion......................................................................................... 32
7.4.6 Push en pull............................................................................................... 33
7.4.7 Digitale communicatie...............................................................................33
7.4.8 Direct marketing en e-mail........................................................................33
7.4.9 Sales funnel............................................................................................... 33
7.4.10 Persoonlijke verkoop................................................................................ 33
7.4.11 Communicatieplanning............................................................................ 33
7.5 Measurement: communicatieonderzoek..........................................................33
7.5.1 Evaluatie digitale communicatiecampagne...............................................34
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