SAMENVATTING
MARKETING
ACTIEPLAN
,Inhoudsopgave
Week 1: Opfrissen......................................................................................................................................... 2
Het marketingplanningproces..............................................................................................................................2
Week 2: Marktimplementatie........................................................................................................................ 4
Centraal Probleem................................................................................................................................................4
Doelstellingen.......................................................................................................................................................4
Klantgerichte marketingstrategie........................................................................................................................4
Week 3: Product/Dienst................................................................................................................................. 6
Productbeslissingen..............................................................................................................................................6
Merkstrategie.......................................................................................................................................................6
Ontwikkeling nieuwe producten..........................................................................................................................7
Week 4: Marketing van diensten.................................................................................................................... 8
Kenmerken van diensten......................................................................................................................................8
Dienstmarketingmanagement.............................................................................................................................8
Week 5: Prijsbeleid deel 1.............................................................................................................................. 9
Week 6: Prijsbeleid deel 2............................................................................................................................ 10
BTW....................................................................................................................................................................10
Week 7: Plaats/Distributie........................................................................................................................... 11
Distributiekanalen..............................................................................................................................................11
Kanaalontwerp beslissingen..............................................................................................................................11
Kengetallen distributie.......................................................................................................................................12
Week 8: Promotie deel 1.............................................................................................................................. 13
Communicatieproces..........................................................................................................................................13
Promotiebudget.................................................................................................................................................14
Reclame..............................................................................................................................................................14
Week 9: Promotie deel 2.............................................................................................................................. 15
Salespromotion..................................................................................................................................................15
Direct Marketing................................................................................................................................................15
Week 11: Internationale (diensten)marketing en non-profit marketing........................................................16
Disclaimer.................................................................................................................................................... 17
, Week 1: Opfrissen
Het marketingplanningproces
1. Strategisch profiel
a. Marktdefinitie
b. Visie/Missie
2. Analysefase
a. Inventarisatie van omgevingsfactoren
Externe analyse (Meso, Macro)
Interne analyse (Organisatieniveau, financieel, marketing)
b. SWOT/Confrontatiematrix/Strategische issues/Centraal probleem
3. Strategiefase
a. Bepaling strategische issues
b. Definiëring ventrale probleemstelling
c. Bepaling strategische opties
d. Beoordeling en keuze strategische opties
e. Uitwerking van opties
4. Operationalisering
a. Vaststellen marketingdoelstellingen
b. Bepaling segmenten
c. Bepalen doelgroepen
d. Bepalen positionering
e. Ontwikkeling marketinginstrumenten
Swot analyse
1. Interne factoren: Sterke en zwakke punten organisatie (micro), 4 (5 of 6) P’s,
marktpositie en financiële situatie, andere interne bedrijfsaspecten.
2. Externe/omgevingsfactoren: Kansen en bedreigingen, Macro (extern) en Meso-
omgeving (Afnemers, Concurrenten, Leveranciers, Publieksgroepen,
Tussenhandelaren), DESTEP, afnemersanalyse, Concurrentieanalyse,
Distributieanalyse.
Confrontatiematrix
MARKETING
ACTIEPLAN
,Inhoudsopgave
Week 1: Opfrissen......................................................................................................................................... 2
Het marketingplanningproces..............................................................................................................................2
Week 2: Marktimplementatie........................................................................................................................ 4
Centraal Probleem................................................................................................................................................4
Doelstellingen.......................................................................................................................................................4
Klantgerichte marketingstrategie........................................................................................................................4
Week 3: Product/Dienst................................................................................................................................. 6
Productbeslissingen..............................................................................................................................................6
Merkstrategie.......................................................................................................................................................6
Ontwikkeling nieuwe producten..........................................................................................................................7
Week 4: Marketing van diensten.................................................................................................................... 8
Kenmerken van diensten......................................................................................................................................8
Dienstmarketingmanagement.............................................................................................................................8
Week 5: Prijsbeleid deel 1.............................................................................................................................. 9
Week 6: Prijsbeleid deel 2............................................................................................................................ 10
BTW....................................................................................................................................................................10
Week 7: Plaats/Distributie........................................................................................................................... 11
Distributiekanalen..............................................................................................................................................11
Kanaalontwerp beslissingen..............................................................................................................................11
Kengetallen distributie.......................................................................................................................................12
Week 8: Promotie deel 1.............................................................................................................................. 13
Communicatieproces..........................................................................................................................................13
Promotiebudget.................................................................................................................................................14
Reclame..............................................................................................................................................................14
Week 9: Promotie deel 2.............................................................................................................................. 15
Salespromotion..................................................................................................................................................15
Direct Marketing................................................................................................................................................15
Week 11: Internationale (diensten)marketing en non-profit marketing........................................................16
Disclaimer.................................................................................................................................................... 17
, Week 1: Opfrissen
Het marketingplanningproces
1. Strategisch profiel
a. Marktdefinitie
b. Visie/Missie
2. Analysefase
a. Inventarisatie van omgevingsfactoren
Externe analyse (Meso, Macro)
Interne analyse (Organisatieniveau, financieel, marketing)
b. SWOT/Confrontatiematrix/Strategische issues/Centraal probleem
3. Strategiefase
a. Bepaling strategische issues
b. Definiëring ventrale probleemstelling
c. Bepaling strategische opties
d. Beoordeling en keuze strategische opties
e. Uitwerking van opties
4. Operationalisering
a. Vaststellen marketingdoelstellingen
b. Bepaling segmenten
c. Bepalen doelgroepen
d. Bepalen positionering
e. Ontwikkeling marketinginstrumenten
Swot analyse
1. Interne factoren: Sterke en zwakke punten organisatie (micro), 4 (5 of 6) P’s,
marktpositie en financiële situatie, andere interne bedrijfsaspecten.
2. Externe/omgevingsfactoren: Kansen en bedreigingen, Macro (extern) en Meso-
omgeving (Afnemers, Concurrenten, Leveranciers, Publieksgroepen,
Tussenhandelaren), DESTEP, afnemersanalyse, Concurrentieanalyse,
Distributieanalyse.
Confrontatiematrix
