Businness fundamentals 04-10-2019
Hoofdstuk 3 (deel 2)
Inleiding tot marketing
Marketing plan
• BMC
• Marketing plan
“A marketing plan helps marketers stay on track. With a written plan, it’s easier to be proactive
rather than reactive and to improve with each repetition of the cycle of campaign development and
execution.”
− Huidige marktsituatie (brief history, current competitors, SWOT analysis,
segmentation, and rationale)
− STP (segmenting, targeting markets, and positioning)
− Productlevenscyclus (PLC)
− BCG-matrix
− Marketingdoelstellingen
− Marketingstrategie a.d.h.v. de marketing mix
− Marketingcampagne
STP model of marketing
= Segmentation, targeting, positioning (STP) is a three-step model for building a marketing plan.
1
, Businness fundamentals 04-10-2019
3, there are three different stages in STP. The first stage is segmenting the market into groups or
segments, based on different factors such as customers age, gender or geographic area. (Gilligan &
Wilson 2009). The second stage is targeting, which means evaluating the market segments and
choosing which of the segments to focus the marketing
strategies on. (Dibb & Simkin 1996). The third and final stage
of STP is positioning the product, brand or organization so
that it meets the needs of the customer. (Gilligan &
Wilson 2009).
1. Segmentation B2C
Markt opdelen in segmenten obv
• demografische segmentatie
• geografische segmentatie
• Gedragssegmentatie: attitudes, kennis,
voordelen waar de koper naar op zoek is,
loyaliteit en maten van gebruik, …
• psychografische segmentatie: waarden, meningen, interesses en levensstijlen
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Markt opdelen in segmenten obv “firmographic segmentation”
• Grootte klantenbestand
• Levensduur van de klanten
• Aantal klanten t.o.v. totaal potentieel
• Mate waarin vergelijkbare concurrent succesvol is binnen dit segment
• …
2
Hoofdstuk 3 (deel 2)
Inleiding tot marketing
Marketing plan
• BMC
• Marketing plan
“A marketing plan helps marketers stay on track. With a written plan, it’s easier to be proactive
rather than reactive and to improve with each repetition of the cycle of campaign development and
execution.”
− Huidige marktsituatie (brief history, current competitors, SWOT analysis,
segmentation, and rationale)
− STP (segmenting, targeting markets, and positioning)
− Productlevenscyclus (PLC)
− BCG-matrix
− Marketingdoelstellingen
− Marketingstrategie a.d.h.v. de marketing mix
− Marketingcampagne
STP model of marketing
= Segmentation, targeting, positioning (STP) is a three-step model for building a marketing plan.
1
, Businness fundamentals 04-10-2019
3, there are three different stages in STP. The first stage is segmenting the market into groups or
segments, based on different factors such as customers age, gender or geographic area. (Gilligan &
Wilson 2009). The second stage is targeting, which means evaluating the market segments and
choosing which of the segments to focus the marketing
strategies on. (Dibb & Simkin 1996). The third and final stage
of STP is positioning the product, brand or organization so
that it meets the needs of the customer. (Gilligan &
Wilson 2009).
1. Segmentation B2C
Markt opdelen in segmenten obv
• demografische segmentatie
• geografische segmentatie
• Gedragssegmentatie: attitudes, kennis,
voordelen waar de koper naar op zoek is,
loyaliteit en maten van gebruik, …
• psychografische segmentatie: waarden, meningen, interesses en levensstijlen
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Geodemographic segmentation divides markets based on comparison of the customer's
geographic area and their occupation to more efficiently predict its behavior.
Markt opdelen in segmenten obv “firmographic segmentation”
• Grootte klantenbestand
• Levensduur van de klanten
• Aantal klanten t.o.v. totaal potentieel
• Mate waarin vergelijkbare concurrent succesvol is binnen dit segment
• …
2
