Marketing Management
Inhoudsopgave
Wat is marketingmanagement?..................................................................................................................... 5
Wat is strategie?............................................................................................................................................ 5
Definitie van marketing.................................................................................................................................. 5
Definitie van strategisch management........................................................................................................... 6
Marketing vs verkoop.................................................................................................................................... 6
De drie componenten binnen de omgeving van een bedrijf............................................................................6
Marketing mix: 4p.......................................................................................................................................... 6
How marketing was born…/ hoe is marketing onstaan...................................................................................6
Marketing en sales concept............................................................................................................................ 7
Verschillende Definitie Van Marketing:.......................................................................................................... 9
Wat betekend:............................................................................................................................................... 9
If the customer were a rabbit what would be its needs................................................................................10
Een fundamentele vraag: hoe kunnen we minder op een cosmeticafabriek lijken?.......................................10
Marketing Process....................................................................................................................................... 10
Marketing Versus Sales................................................................................................................................ 11
Marketing And Sales Concepts Contrasted................................................................................................... 11
The Product Life Cycle (plc).......................................................................................................................... 11
The Product Life Cycle introductie................................................................................................................ 11
PLC : Groei.................................................................................................................................................. 12
PLC Maturiteit.............................................................................................................................................. 12
PLC Afnamen (teruggansfase)....................................................................................................................... 12
.................................................................................................................................................................... 12
Toepassingen van de Productlevenscyclus.................................................................................................... 12
Problemen met het gebruik van de PLC........................................................................................................ 13
Introductiefase van de PLC........................................................................................................................... 13
Groeifase van de plc..................................................................................................................................... 13
,Volwassenheidsstadium van de PLC............................................................................................................. 13
vervalfase.................................................................................................................................................... 14
The Adoption Cycle...................................................................................................................................... 14
The Product life cycle stretching................................................................................................................... 15
Verklaar wat plc strechting is of wat is het verschil tussen plc strechting en pls recycle?...............................15
De instrumenten voor marketeers............................................................................................................... 15
De 7P’s :....................................................................................................................................................... 16
Uitgebreide marketingmix voor diensten..................................................................................................... 16
The marketing mindset................................................................................................................................ 17
En de beperkingen van marketing................................................................................................................ 17
Marketing in verschillende omgevingen....................................................................................................... 17
De dienstenmarketing driehoek................................................................................................................... 17
De strategische driekhoek............................................................................................................................ 18
Manage the expectations ( de verwachtingen beheren)................................................................................19
Manage the relationship with your customers.............................................................................................. 19
De 4 belangrijke A’s..................................................................................................................................... 19
Push vs pull strategy.................................................................................................................................... 20
Deel 2 Segmentation , targeting , positionering............................................................................................21
STP model.................................................................................................................................................... 21
Stappen in marktsegmentatie, targeting en positionering.............................................................................21
Vereisten voor effectieve segmentatie......................................................................................................... 21
Wat maakt een goed segmentatiemodel?.................................................................................................... 22
Marketing.................................................................................................................................................... 22
Segmenteren op gebruik en inzet................................................................................................................. 22
Demografische segmentatie......................................................................................................................... 22
Geografische segmentatie............................................................................................................................ 23
Barrières en voordelen................................................................................................................................. 23
Houding....................................................................................................................................................... 23
Oplossingen................................................................................................................................................. 23
,Psychografie en segmentatie van levensstijl.................................................................................................24
Consumenten marketing.............................................................................................................................. 24
B2B marketing............................................................................................................................................. 24
DMU Decision Making Unit.......................................................................................................................... 25
Business to business markets....................................................................................................................... 25
Marktsegmenten evalueren......................................................................................................................... 25
Segmentatie evaluatie................................................................................................................................. 25
Sleutel tot succes......................................................................................................................................... 26
Fundamentele thema's voor positionering................................................................................................... 27
SWOT – analyse........................................................................................................................................... 27
Industrie analyse......................................................................................................................................... 28
Poster model............................................................................................................................................... 28
Toetredingsdrempels................................................................................................................................... 28
Schaaleffecten bij de acrylproductie............................................................................................................. 29
klanten en leveranciers................................................................................................................................ 29
Substituten.................................................................................................................................................. 30
Factoren die de rivaliteit beïnvloeden.......................................................................................................... 30
Relatie tussen intreding, uittreding en winstgevendheid..............................................................................31
Hoe kan men (strategisch gezien) voordeel halen uit de concurrentie?.........................................................31
Hoe kan men stabiliteit in een industrie waarborgen....................................................................................32
De acties van concurrenten.......................................................................................................................... 32
Prestatiemaatstaven.................................................................................................................................... 33
Competitieve vereisten................................................................................................................................ 33
Ontwikkeling van nieuwe producten en product levens cyclusstrategieën....................................................34
3 levels of product....................................................................................................................................... 34
PRODUCT-/SERVICECLASSIFICATIES.............................................................................................................. 34
Cognitieve dissonantie................................................................................................................................. 35
Product Strategy the Ansoff Matrix.............................................................................................................. 35
Marktpenetratie is een productstrategie ( cont)...........................................................................................35
, Product strategy ( cont.).............................................................................................................................. 36
Product Strategy The Ansoff matrix.............................................................................................................. 36
Massamaatwerk.......................................................................................................................................... 36
Mass Cutomizer........................................................................................................................................... 37
Vereisten om een Mass Customizer te worden.............................................................................................37
Invloed op functionele gebieden.................................................................................................................. 37
BCG matrix (Boston consulting group).......................................................................................................... 38
Product mix................................................................................................................................................. 38
Welke factoren maken productaanpassing nodig bij het betreden van nieuwe markten?.............................39
Nieuwheid en risico van mislukking.............................................................................................................. 39
New-Product Development strategie........................................................................................................... 39
Strategieën voor het verkrijgen van nieuwe productideeën omvatten:.........................................................39
Belangrijkste fasen in de ontwikkeling van een nieuw product.....................................................................40
Idee generatie.............................................................................................................................................. 40
Idee screening............................................................................................................................................. 40
Idee testen.................................................................................................................................................. 40
Idee ( marketingstrategie)............................................................................................................................ 41
Bedrijfsanalyse en productonwikkeling........................................................................................................ 41
Idee test...................................................................................................................................................... 41
The s- saped diffusion curve......................................................................................................................... 41
Welke factoren beïnvloeden de snelheid van stijgen....................................................................................42
Best global brands....................................................................................................................................... 42
World’s most respected Co’s........................................................................................................................ 42
Wat drijft innovatie?.................................................................................................................................... 43
Step model.................................................................................................................................................. 43
Selectiecriteria voor ideeën en concepten omvatten:...................................................................................43
Strategische prijzen...................................................................................................................................... 43
Strategische prijszetting............................................................................................................................... 43
Strategische prijzetting................................................................................................................................ 44
Inhoudsopgave
Wat is marketingmanagement?..................................................................................................................... 5
Wat is strategie?............................................................................................................................................ 5
Definitie van marketing.................................................................................................................................. 5
Definitie van strategisch management........................................................................................................... 6
Marketing vs verkoop.................................................................................................................................... 6
De drie componenten binnen de omgeving van een bedrijf............................................................................6
Marketing mix: 4p.......................................................................................................................................... 6
How marketing was born…/ hoe is marketing onstaan...................................................................................6
Marketing en sales concept............................................................................................................................ 7
Verschillende Definitie Van Marketing:.......................................................................................................... 9
Wat betekend:............................................................................................................................................... 9
If the customer were a rabbit what would be its needs................................................................................10
Een fundamentele vraag: hoe kunnen we minder op een cosmeticafabriek lijken?.......................................10
Marketing Process....................................................................................................................................... 10
Marketing Versus Sales................................................................................................................................ 11
Marketing And Sales Concepts Contrasted................................................................................................... 11
The Product Life Cycle (plc).......................................................................................................................... 11
The Product Life Cycle introductie................................................................................................................ 11
PLC : Groei.................................................................................................................................................. 12
PLC Maturiteit.............................................................................................................................................. 12
PLC Afnamen (teruggansfase)....................................................................................................................... 12
.................................................................................................................................................................... 12
Toepassingen van de Productlevenscyclus.................................................................................................... 12
Problemen met het gebruik van de PLC........................................................................................................ 13
Introductiefase van de PLC........................................................................................................................... 13
Groeifase van de plc..................................................................................................................................... 13
,Volwassenheidsstadium van de PLC............................................................................................................. 13
vervalfase.................................................................................................................................................... 14
The Adoption Cycle...................................................................................................................................... 14
The Product life cycle stretching................................................................................................................... 15
Verklaar wat plc strechting is of wat is het verschil tussen plc strechting en pls recycle?...............................15
De instrumenten voor marketeers............................................................................................................... 15
De 7P’s :....................................................................................................................................................... 16
Uitgebreide marketingmix voor diensten..................................................................................................... 16
The marketing mindset................................................................................................................................ 17
En de beperkingen van marketing................................................................................................................ 17
Marketing in verschillende omgevingen....................................................................................................... 17
De dienstenmarketing driehoek................................................................................................................... 17
De strategische driekhoek............................................................................................................................ 18
Manage the expectations ( de verwachtingen beheren)................................................................................19
Manage the relationship with your customers.............................................................................................. 19
De 4 belangrijke A’s..................................................................................................................................... 19
Push vs pull strategy.................................................................................................................................... 20
Deel 2 Segmentation , targeting , positionering............................................................................................21
STP model.................................................................................................................................................... 21
Stappen in marktsegmentatie, targeting en positionering.............................................................................21
Vereisten voor effectieve segmentatie......................................................................................................... 21
Wat maakt een goed segmentatiemodel?.................................................................................................... 22
Marketing.................................................................................................................................................... 22
Segmenteren op gebruik en inzet................................................................................................................. 22
Demografische segmentatie......................................................................................................................... 22
Geografische segmentatie............................................................................................................................ 23
Barrières en voordelen................................................................................................................................. 23
Houding....................................................................................................................................................... 23
Oplossingen................................................................................................................................................. 23
,Psychografie en segmentatie van levensstijl.................................................................................................24
Consumenten marketing.............................................................................................................................. 24
B2B marketing............................................................................................................................................. 24
DMU Decision Making Unit.......................................................................................................................... 25
Business to business markets....................................................................................................................... 25
Marktsegmenten evalueren......................................................................................................................... 25
Segmentatie evaluatie................................................................................................................................. 25
Sleutel tot succes......................................................................................................................................... 26
Fundamentele thema's voor positionering................................................................................................... 27
SWOT – analyse........................................................................................................................................... 27
Industrie analyse......................................................................................................................................... 28
Poster model............................................................................................................................................... 28
Toetredingsdrempels................................................................................................................................... 28
Schaaleffecten bij de acrylproductie............................................................................................................. 29
klanten en leveranciers................................................................................................................................ 29
Substituten.................................................................................................................................................. 30
Factoren die de rivaliteit beïnvloeden.......................................................................................................... 30
Relatie tussen intreding, uittreding en winstgevendheid..............................................................................31
Hoe kan men (strategisch gezien) voordeel halen uit de concurrentie?.........................................................31
Hoe kan men stabiliteit in een industrie waarborgen....................................................................................32
De acties van concurrenten.......................................................................................................................... 32
Prestatiemaatstaven.................................................................................................................................... 33
Competitieve vereisten................................................................................................................................ 33
Ontwikkeling van nieuwe producten en product levens cyclusstrategieën....................................................34
3 levels of product....................................................................................................................................... 34
PRODUCT-/SERVICECLASSIFICATIES.............................................................................................................. 34
Cognitieve dissonantie................................................................................................................................. 35
Product Strategy the Ansoff Matrix.............................................................................................................. 35
Marktpenetratie is een productstrategie ( cont)...........................................................................................35
, Product strategy ( cont.).............................................................................................................................. 36
Product Strategy The Ansoff matrix.............................................................................................................. 36
Massamaatwerk.......................................................................................................................................... 36
Mass Cutomizer........................................................................................................................................... 37
Vereisten om een Mass Customizer te worden.............................................................................................37
Invloed op functionele gebieden.................................................................................................................. 37
BCG matrix (Boston consulting group).......................................................................................................... 38
Product mix................................................................................................................................................. 38
Welke factoren maken productaanpassing nodig bij het betreden van nieuwe markten?.............................39
Nieuwheid en risico van mislukking.............................................................................................................. 39
New-Product Development strategie........................................................................................................... 39
Strategieën voor het verkrijgen van nieuwe productideeën omvatten:.........................................................39
Belangrijkste fasen in de ontwikkeling van een nieuw product.....................................................................40
Idee generatie.............................................................................................................................................. 40
Idee screening............................................................................................................................................. 40
Idee testen.................................................................................................................................................. 40
Idee ( marketingstrategie)............................................................................................................................ 41
Bedrijfsanalyse en productonwikkeling........................................................................................................ 41
Idee test...................................................................................................................................................... 41
The s- saped diffusion curve......................................................................................................................... 41
Welke factoren beïnvloeden de snelheid van stijgen....................................................................................42
Best global brands....................................................................................................................................... 42
World’s most respected Co’s........................................................................................................................ 42
Wat drijft innovatie?.................................................................................................................................... 43
Step model.................................................................................................................................................. 43
Selectiecriteria voor ideeën en concepten omvatten:...................................................................................43
Strategische prijzen...................................................................................................................................... 43
Strategische prijszetting............................................................................................................................... 43
Strategische prijzetting................................................................................................................................ 44
