MARKETING SEM 1 2024-2025
KLAAS VERBEKEN
1
,Inhoudsopgave
1.1 Wat is marketing? ................................................................................................................ 7
1.2 De relevantie van marketing .................................................................................................. 8
1.3 De rol van marketing in de organisatie .................................................................................... 8
1.4 De evolutie van marketing (van marketing 1.0 naar marketing 5.0).............................................10
Marketing 1.0 – productgericht ......................................................................................................... 10
Marketing 2.0 - klantgericht ............................................................................................................. 11
Marketing 3.0 – doel (purpose) gericht ............................................................................................... 11
Marketing 4.0 – digitaliseren ............................................................................................................ 11
Marketing 5.0 – next tech (samenloop van Marketing 3.0 en 4.0) .......................................................... 11
1.5 Marketing in de verschillende types van organisaties ...............................................................12
Business to consumer....................................................................................................................... 12
Business to business (= industriële marketing) ..................................................................................... 12
Business to goverment ..................................................................................................................... 12
Non-profit ...................................................................................................................................... 12
Social marketing ............................................................................................................................. 12
1.6 De marketingcyclus .............................................................................................................13
Inleiding: ........................................................................................................................................ 14
2.1 Wat is een marketing analyse en waarom is het relevant?.........................................................14
Strategische principes voor marketinganalyse: .................................................................................... 14
Heterogene behoeften ..................................................................................................................... 14
Dynamische behoeften ..................................................................................................................... 15
2.2 Hoe marketing intelligence creëren .......................................................................................15
1. Individual context .................................................................................................................... 16
2. Sociale context ........................................................................................................................ 16
3. Bedrijfscontext ........................................................................................................................ 17
4. Product-markt context ............................................................................................................. 17
Marktgrootte: formules ................................................................................................................ 18
5. Omgevingscontext ................................................................................................................... 19
Huidige problemen: ...................................................................................................................... 19
Omgaan met de marketing omgeving: ............................................................................................ 19
6. Swot- analyse .............................................................................................................................. 19
2.3 Data en marketing intelligentie .............................................................................................20
PRIMAIRE DATA VS SECUNDAIRE DATA ........................................................................................... 21
KWALITATIEVE VS KWANTITATIEVE DATA........................................................................................ 21
GEDRAGS VS ATTITUDE DATA ........................................................................................................ 22
2
,3.1 Wat is een marketingstrategie en waarom is het relevant?..............................................................23
3.2 Hoe een marketingstrategie ontwikkelen? ....................................................................................23
STP- proces ..................................................................................................................................... 23
Segmenting: ................................................................................................................................ 24
Targeting:.................................................................................................................................... 25
Positionering: .............................................................................................................................. 26
3.3 De hiërarchie van de strategieën .................................................................................................29
1. Ondernemingsstrategie ............................................................................................................ 29
2. Business portfolio management ................................................................................................ 30
3. Businessmodel (verdienmodel) .................................................................................................. 31
De strategie voor de marketing mix ................................................................................................ 32
4.1 Wat is een product? ..................................................................................................................33
Classificatie van producten: .............................................................................................................. 33
Niveaus van producten..................................................................................................................... 34
4.2 Waarom is een nieuw product belangrijk? ....................................................................................34
4.3 Ontwikkelen van nieuwe producten ............................................................................................34
1. New product development (NPD) ............................................................................................... 34
Stap 1: nieuwe productideeën bedenken ........................................................................................ 35
Stap 2: Ideeën screenen ................................................................................................................ 35
Stap 3: ontwikkelen en testen van een concept................................................................................ 35
Stap 4: bedrijfseconomische analyse .............................................................................................. 35
Stap 5: productontwikkeling .......................................................................................................... 36
Stap 6: testmarketing ................................................................................................................... 36
Stap 7: productintroductie ............................................................................................................ 36
NDP-proces en agile marketing: ..................................................................................................... 36
2. Connected strategies................................................................................................................ 36
3. Merkenbeleid (product design) .................................................................................................. 37
Merkpositionering ........................................................................................................................ 37
4. Product packaging ................................................................................................................... 38
5. Brand management ................................................................................................................. 38
Brand architecture ....................................................................................................................... 38
Brand development ...................................................................................................................... 38
Merkeigenaar .............................................................................................................................. 38
Merken ontwikkelen: .................................................................................................................... 38
.................................................................................................................................................. 38
6. Portfolio management ............................................................................................................. 39
Productbeslissingen: ..................................................................................................................... 39
Beslissingen over het assortiment .................................................................................................. 39
Productlevenscyclus ......................................................................................................................... 39
5.1 Wat is marketingcommunicatie ..................................................................................................40
1. Reclame:..................................................................................................................................... 41
2. Brand activation .......................................................................................................................... 41
3. Direct marketing .......................................................................................................................... 42
3
, 4. Public relations ............................................................................................................................ 42
5. Sponsoring .................................................................................................................................. 43
6. Beurzen en tentoonstellingen ........................................................................................................ 43
Integrated marketing communications (IMC) ...................................................................................... 43
5.2 Waarom is marketingcommunicatie belangrijk? ............................................................................44
5.3 Een marketingcommunicatieplan maken ......................................................................................44
1. MARKET ................................................................................................................................. 44
2. MISSION ................................................................................................................................. 45
3. MONEY .................................................................................................................................. 45
4. MESSAGE................................................................................................................................ 46
5. MEDIA.................................................................................................................................... 47
5.4 Conclusies ...............................................................................................................................48
6.1 Wat is distributie? ....................................................................................................................49
6.2 Waarom is distributie belangrijk? ................................................................................................49
Product availability .......................................................................................................................... 49
Efficiëntie ....................................................................................................................................... 50
Bedrijfspresentatie .......................................................................................................................... 50
6.3 Een distributiemodel ontwikkelen ...............................................................................................50
1. SET UP DITRIBUTION CHANNELS ................................................................................................ 51
1. Channel members en rollen ................................................................................................... 51
2. Directe en indirecte distributiekanalen .................................................................................... 51
3. Distibution channel management (management van het distributiekanaal) ................................. 53
4. Distribution intensety (de keuze van distributie intensiteit)............................................................ 54
2. MANAGING RETAILING PARTNERSHIPS ....................................................................................... 55
1. What is retailing: .................................................................................................................. 55
2. Type retailers kiezen ............................................................................................................. 55
3. Samenwerking met retailers .................................................................................................. 57
4. Kanaalconflicten ................................................................................................................... 57
6.4 Conclusies – The future of shopping.............................................................................................58
Ecosystemen: .................................................................................................................................. 58
Coöptatie ....................................................................................................................................... 58
Servicemodel als businessmodel ........................................................................................................ 59
Volledige omni-channel .................................................................................................................... 59
Duurzaam en goedkoop ................................................................................................................... 59
Uitbereiding van de winkelfunctie...................................................................................................... 59
7.1 Wat is een prijs ........................................................................................................................60
7.2 Waarom is de prijs zo belangrijk? ................................................................................................61
4
KLAAS VERBEKEN
1
,Inhoudsopgave
1.1 Wat is marketing? ................................................................................................................ 7
1.2 De relevantie van marketing .................................................................................................. 8
1.3 De rol van marketing in de organisatie .................................................................................... 8
1.4 De evolutie van marketing (van marketing 1.0 naar marketing 5.0).............................................10
Marketing 1.0 – productgericht ......................................................................................................... 10
Marketing 2.0 - klantgericht ............................................................................................................. 11
Marketing 3.0 – doel (purpose) gericht ............................................................................................... 11
Marketing 4.0 – digitaliseren ............................................................................................................ 11
Marketing 5.0 – next tech (samenloop van Marketing 3.0 en 4.0) .......................................................... 11
1.5 Marketing in de verschillende types van organisaties ...............................................................12
Business to consumer....................................................................................................................... 12
Business to business (= industriële marketing) ..................................................................................... 12
Business to goverment ..................................................................................................................... 12
Non-profit ...................................................................................................................................... 12
Social marketing ............................................................................................................................. 12
1.6 De marketingcyclus .............................................................................................................13
Inleiding: ........................................................................................................................................ 14
2.1 Wat is een marketing analyse en waarom is het relevant?.........................................................14
Strategische principes voor marketinganalyse: .................................................................................... 14
Heterogene behoeften ..................................................................................................................... 14
Dynamische behoeften ..................................................................................................................... 15
2.2 Hoe marketing intelligence creëren .......................................................................................15
1. Individual context .................................................................................................................... 16
2. Sociale context ........................................................................................................................ 16
3. Bedrijfscontext ........................................................................................................................ 17
4. Product-markt context ............................................................................................................. 17
Marktgrootte: formules ................................................................................................................ 18
5. Omgevingscontext ................................................................................................................... 19
Huidige problemen: ...................................................................................................................... 19
Omgaan met de marketing omgeving: ............................................................................................ 19
6. Swot- analyse .............................................................................................................................. 19
2.3 Data en marketing intelligentie .............................................................................................20
PRIMAIRE DATA VS SECUNDAIRE DATA ........................................................................................... 21
KWALITATIEVE VS KWANTITATIEVE DATA........................................................................................ 21
GEDRAGS VS ATTITUDE DATA ........................................................................................................ 22
2
,3.1 Wat is een marketingstrategie en waarom is het relevant?..............................................................23
3.2 Hoe een marketingstrategie ontwikkelen? ....................................................................................23
STP- proces ..................................................................................................................................... 23
Segmenting: ................................................................................................................................ 24
Targeting:.................................................................................................................................... 25
Positionering: .............................................................................................................................. 26
3.3 De hiërarchie van de strategieën .................................................................................................29
1. Ondernemingsstrategie ............................................................................................................ 29
2. Business portfolio management ................................................................................................ 30
3. Businessmodel (verdienmodel) .................................................................................................. 31
De strategie voor de marketing mix ................................................................................................ 32
4.1 Wat is een product? ..................................................................................................................33
Classificatie van producten: .............................................................................................................. 33
Niveaus van producten..................................................................................................................... 34
4.2 Waarom is een nieuw product belangrijk? ....................................................................................34
4.3 Ontwikkelen van nieuwe producten ............................................................................................34
1. New product development (NPD) ............................................................................................... 34
Stap 1: nieuwe productideeën bedenken ........................................................................................ 35
Stap 2: Ideeën screenen ................................................................................................................ 35
Stap 3: ontwikkelen en testen van een concept................................................................................ 35
Stap 4: bedrijfseconomische analyse .............................................................................................. 35
Stap 5: productontwikkeling .......................................................................................................... 36
Stap 6: testmarketing ................................................................................................................... 36
Stap 7: productintroductie ............................................................................................................ 36
NDP-proces en agile marketing: ..................................................................................................... 36
2. Connected strategies................................................................................................................ 36
3. Merkenbeleid (product design) .................................................................................................. 37
Merkpositionering ........................................................................................................................ 37
4. Product packaging ................................................................................................................... 38
5. Brand management ................................................................................................................. 38
Brand architecture ....................................................................................................................... 38
Brand development ...................................................................................................................... 38
Merkeigenaar .............................................................................................................................. 38
Merken ontwikkelen: .................................................................................................................... 38
.................................................................................................................................................. 38
6. Portfolio management ............................................................................................................. 39
Productbeslissingen: ..................................................................................................................... 39
Beslissingen over het assortiment .................................................................................................. 39
Productlevenscyclus ......................................................................................................................... 39
5.1 Wat is marketingcommunicatie ..................................................................................................40
1. Reclame:..................................................................................................................................... 41
2. Brand activation .......................................................................................................................... 41
3. Direct marketing .......................................................................................................................... 42
3
, 4. Public relations ............................................................................................................................ 42
5. Sponsoring .................................................................................................................................. 43
6. Beurzen en tentoonstellingen ........................................................................................................ 43
Integrated marketing communications (IMC) ...................................................................................... 43
5.2 Waarom is marketingcommunicatie belangrijk? ............................................................................44
5.3 Een marketingcommunicatieplan maken ......................................................................................44
1. MARKET ................................................................................................................................. 44
2. MISSION ................................................................................................................................. 45
3. MONEY .................................................................................................................................. 45
4. MESSAGE................................................................................................................................ 46
5. MEDIA.................................................................................................................................... 47
5.4 Conclusies ...............................................................................................................................48
6.1 Wat is distributie? ....................................................................................................................49
6.2 Waarom is distributie belangrijk? ................................................................................................49
Product availability .......................................................................................................................... 49
Efficiëntie ....................................................................................................................................... 50
Bedrijfspresentatie .......................................................................................................................... 50
6.3 Een distributiemodel ontwikkelen ...............................................................................................50
1. SET UP DITRIBUTION CHANNELS ................................................................................................ 51
1. Channel members en rollen ................................................................................................... 51
2. Directe en indirecte distributiekanalen .................................................................................... 51
3. Distibution channel management (management van het distributiekanaal) ................................. 53
4. Distribution intensety (de keuze van distributie intensiteit)............................................................ 54
2. MANAGING RETAILING PARTNERSHIPS ....................................................................................... 55
1. What is retailing: .................................................................................................................. 55
2. Type retailers kiezen ............................................................................................................. 55
3. Samenwerking met retailers .................................................................................................. 57
4. Kanaalconflicten ................................................................................................................... 57
6.4 Conclusies – The future of shopping.............................................................................................58
Ecosystemen: .................................................................................................................................. 58
Coöptatie ....................................................................................................................................... 58
Servicemodel als businessmodel ........................................................................................................ 59
Volledige omni-channel .................................................................................................................... 59
Duurzaam en goedkoop ................................................................................................................... 59
Uitbereiding van de winkelfunctie...................................................................................................... 59
7.1 Wat is een prijs ........................................................................................................................60
7.2 Waarom is de prijs zo belangrijk? ................................................................................................61
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