Hoofstuk 1: MARKETING.........................................................................................................................7
1.1: Wat is marketing..........................................................................................................................7
4 soorten van marketing:............................................................................................................8
FMCG = fast moving consuming goods.......................................................................................9
1.2 Marketingsproces.........................................................................................................................9
Custumer value.........................................................................................................................10
Diffusion of Innovation theory by Rogers..................................................................................12
Ruil transacties..........................................................................................................................13
Customer Relation Management (CRM)...................................................................................13
1.3 marketingmanagementconcepten..............................................................................................14
6 marketingconcepten:.............................................................................................................14
Hoofdstuk (extra): consumer 4.0 en de impact op business modellen en strategie.............................16
Consumer 1.0............................................................................................................................16
Consumer 2.0............................................................................................................................16
Consumer 3.0............................................................................................................................16
Consumer 4.0............................................................................................................................16
Consumer 4.0, kenmerken en gedrag.......................................................................................16
Wet & regularisaties in EU........................................................................................................17
Hoe concurreren, differentiëren & het vertrouwen van consumer 4.0 winnen........................17
Customer experience: Actief + reactief <-> Proactief................................................................18
Multichannel vs. omnichannel..................................................................................................18
Hoofdstuk 2: Bedrijfs- en marketingstrategie.......................................................................................20
Missie – visie – strategie...........................................................................................................20
Stap 1: missie en visie bepalen.................................................................................................20
Stap 2: bedrijfsdoelstellingen & objectieven bepalen...............................................................20
STAP 3 & 4: Business & Marketing Strategie.............................................................................22
Porter’s Generic Strategies model............................................................................................23
Stap 3: activiteiten- of businessportfolio ontwerpen................................................................24
4 strategieën om de “verkoop” te verhogen:............................................................................28
HOOFDSTUK 3 – ANALYSE VAN DE MARKETINGOMGEVING.................................................................29
Elementen van de micro-omgeving..........................................................................................30
Elementen van de meso-omgeving...........................................................................................30
Elementen van de macro-omgeving.........................................................................................32
Passieve reactie of houding <-> Proactieve houding.................................................................33
HOOFDSTUK 4 – MARKTONDERZOEK EN MARKTANALYSE METHODIEKEN (14e).................................34
Marktonderzoek is....................................................................................................................34
1
, Marketing Informatie Systeem..................................................................................................34
Hoe marktonderzoek voeren?..................................................................................................36
Hoofdstuk (extra): Concurrentie analyse & creatie van concurrentieel voordeel.................................37
Soorten concurrenten...............................................................................................................37
De doelstellingen vd concurrenten bepalen.............................................................................38
De strategieën vd concurrenten vaststellen..............................................................................38
De sterke & zwakke punten vd concurrenten vaststellen..........................................................39
De reactiepatronen vd concurrenten inschatten......................................................................39
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan................39
Marktleider...............................................................................................................................41
Challenger.................................................................................................................................42
Niche-speler..............................................................................................................................43
Hoofdstuk 4 (in boek editie 15):...........................................................................................................43
Zie p.66 in het boek..................................................................................................................44
Hoofdstuk 6 – Marktsegmentatie, doelgroepbepaling &positionering.................................................44
Het marketingproces................................................................................................................44
Waarom doen bedrijven aan marktsegmentatie......................................................................45
Massamarketing <-> doelgroep/target marketing....................................................................45
Marktsegmentatie-criteria in B2C (bedrijf naar consument)....................................................46
Marktsegmentatie-criteria in B2G en B2B (bedrijf naar bedrijf)...............................................46
Targeting/doelgroepbepaling....................................................................................................47
Onderdelen Buyer Persona.......................................................................................................48
Customer empathy Map ->.......................................................................................................48
Waardeaanbod-model..............................................................................................................51
Hoofdstuk 7: marketing mix – product.................................................................................................52
De P’s........................................................................................................................................52
niveaus van producten..............................................................................................................54
Productbeslissingen..................................................................................................................56
Productbeleid...........................................................................................................................57
multi branding..........................................................................................................................61
Hoofdstuk 8 – marketingmix – prijs......................................................................................................62
3 basisopties voor prijsstrategieën...........................................................................................63
HOOFDSTUK 9 – marketingmix – plaats of distributiebeleid................................................................67
Marketingsystemen..................................................................................................................68
Hoofdstuk 10 – marketingmix – promotie of marketingcommunicatie................................................75
Soorten media..........................................................................................................................75
2
,Extra hoofdstuk marketingmix – P5-6-7 + 4C........................................................................................84
Extended marketing mix...........................................................................................................84
5de P people 2 dimensies.........................................................................................................84
6de P Processen en systemen...................................................................................................84
7de P physical evidence............................................................................................................85
4C’s...........................................................................................................................................86
Alfabetisch
4C’s 87
5de P people 2 dimensies 85
6 marketingconcepten: 15
6de P Processen en systemen 85
7de P physical evidence 86
AIDA-model 83
basisopties voor prijsstrategieën 64
Benaderingsstrategiëen 49
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan 40
Brand equity 60
BRAND RECALL 12
BRAND RECOGNITION 12
Challenger 43
Communicatiedoelstellingen 82
Concurrent 38
Concurrentieel voordeel 38
Concurrentiematrix/framework 41
Confrontatie-matrix opstellen 37
Consumer 1.0 17
Consumer 2.0 17
Consumer 3.0 17
Consumer 4.0 17
3
, Consumer 4.0, kenmerken en gedrag 17
Cost of change 10
Crosselling 11
Customer empathy Map -> 49
Customer experience: Actief + reactief <-> Proactief 19
Customer journey 10
Customer life time value 11
Customer Relation Management (CRM) 14
Customer Relevancy Model 51
Custumer value 11
De algemene strategie of het strategisch plan 21
De Ansoff-matrix 26
De doelstellingen vd concurrenten bepalen 39
De P’s 53
De reactiepatronen vd concurrenten inschatten 40
De sterke & zwakke punten vd concurrenten vaststellen 40
De strategieën vd concurrenten vaststellen39
Differentiatie 50
Diffusion of Innovation theory by Rogers 13
Direct-to-Consumer (D2C-DTC) 71
Distributie-intensiteit 70
Distributiekanaal en distributieschakel 68
Diversificatie 27
Doelgroep 48
DOMINANCE 12
Elementen van de macro-omgeving 33
Elementen van de meso-omgeving 31
Elementen van de micro-omgeving 31
Extended marketing mix 85
4
1.1: Wat is marketing..........................................................................................................................7
4 soorten van marketing:............................................................................................................8
FMCG = fast moving consuming goods.......................................................................................9
1.2 Marketingsproces.........................................................................................................................9
Custumer value.........................................................................................................................10
Diffusion of Innovation theory by Rogers..................................................................................12
Ruil transacties..........................................................................................................................13
Customer Relation Management (CRM)...................................................................................13
1.3 marketingmanagementconcepten..............................................................................................14
6 marketingconcepten:.............................................................................................................14
Hoofdstuk (extra): consumer 4.0 en de impact op business modellen en strategie.............................16
Consumer 1.0............................................................................................................................16
Consumer 2.0............................................................................................................................16
Consumer 3.0............................................................................................................................16
Consumer 4.0............................................................................................................................16
Consumer 4.0, kenmerken en gedrag.......................................................................................16
Wet & regularisaties in EU........................................................................................................17
Hoe concurreren, differentiëren & het vertrouwen van consumer 4.0 winnen........................17
Customer experience: Actief + reactief <-> Proactief................................................................18
Multichannel vs. omnichannel..................................................................................................18
Hoofdstuk 2: Bedrijfs- en marketingstrategie.......................................................................................20
Missie – visie – strategie...........................................................................................................20
Stap 1: missie en visie bepalen.................................................................................................20
Stap 2: bedrijfsdoelstellingen & objectieven bepalen...............................................................20
STAP 3 & 4: Business & Marketing Strategie.............................................................................22
Porter’s Generic Strategies model............................................................................................23
Stap 3: activiteiten- of businessportfolio ontwerpen................................................................24
4 strategieën om de “verkoop” te verhogen:............................................................................28
HOOFDSTUK 3 – ANALYSE VAN DE MARKETINGOMGEVING.................................................................29
Elementen van de micro-omgeving..........................................................................................30
Elementen van de meso-omgeving...........................................................................................30
Elementen van de macro-omgeving.........................................................................................32
Passieve reactie of houding <-> Proactieve houding.................................................................33
HOOFDSTUK 4 – MARKTONDERZOEK EN MARKTANALYSE METHODIEKEN (14e).................................34
Marktonderzoek is....................................................................................................................34
1
, Marketing Informatie Systeem..................................................................................................34
Hoe marktonderzoek voeren?..................................................................................................36
Hoofdstuk (extra): Concurrentie analyse & creatie van concurrentieel voordeel.................................37
Soorten concurrenten...............................................................................................................37
De doelstellingen vd concurrenten bepalen.............................................................................38
De strategieën vd concurrenten vaststellen..............................................................................38
De sterke & zwakke punten vd concurrenten vaststellen..........................................................39
De reactiepatronen vd concurrenten inschatten......................................................................39
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan................39
Marktleider...............................................................................................................................41
Challenger.................................................................................................................................42
Niche-speler..............................................................................................................................43
Hoofdstuk 4 (in boek editie 15):...........................................................................................................43
Zie p.66 in het boek..................................................................................................................44
Hoofdstuk 6 – Marktsegmentatie, doelgroepbepaling &positionering.................................................44
Het marketingproces................................................................................................................44
Waarom doen bedrijven aan marktsegmentatie......................................................................45
Massamarketing <-> doelgroep/target marketing....................................................................45
Marktsegmentatie-criteria in B2C (bedrijf naar consument)....................................................46
Marktsegmentatie-criteria in B2G en B2B (bedrijf naar bedrijf)...............................................46
Targeting/doelgroepbepaling....................................................................................................47
Onderdelen Buyer Persona.......................................................................................................48
Customer empathy Map ->.......................................................................................................48
Waardeaanbod-model..............................................................................................................51
Hoofdstuk 7: marketing mix – product.................................................................................................52
De P’s........................................................................................................................................52
niveaus van producten..............................................................................................................54
Productbeslissingen..................................................................................................................56
Productbeleid...........................................................................................................................57
multi branding..........................................................................................................................61
Hoofdstuk 8 – marketingmix – prijs......................................................................................................62
3 basisopties voor prijsstrategieën...........................................................................................63
HOOFDSTUK 9 – marketingmix – plaats of distributiebeleid................................................................67
Marketingsystemen..................................................................................................................68
Hoofdstuk 10 – marketingmix – promotie of marketingcommunicatie................................................75
Soorten media..........................................................................................................................75
2
,Extra hoofdstuk marketingmix – P5-6-7 + 4C........................................................................................84
Extended marketing mix...........................................................................................................84
5de P people 2 dimensies.........................................................................................................84
6de P Processen en systemen...................................................................................................84
7de P physical evidence............................................................................................................85
4C’s...........................................................................................................................................86
Alfabetisch
4C’s 87
5de P people 2 dimensies 85
6 marketingconcepten: 15
6de P Processen en systemen 85
7de P physical evidence 86
AIDA-model 83
basisopties voor prijsstrategieën 64
Benaderingsstrategiëen 49
Beslissen welke concurrenten men wil aanvallen & welke men uit de weg wil gaan 40
Brand equity 60
BRAND RECALL 12
BRAND RECOGNITION 12
Challenger 43
Communicatiedoelstellingen 82
Concurrent 38
Concurrentieel voordeel 38
Concurrentiematrix/framework 41
Confrontatie-matrix opstellen 37
Consumer 1.0 17
Consumer 2.0 17
Consumer 3.0 17
Consumer 4.0 17
3
, Consumer 4.0, kenmerken en gedrag 17
Cost of change 10
Crosselling 11
Customer empathy Map -> 49
Customer experience: Actief + reactief <-> Proactief 19
Customer journey 10
Customer life time value 11
Customer Relation Management (CRM) 14
Customer Relevancy Model 51
Custumer value 11
De algemene strategie of het strategisch plan 21
De Ansoff-matrix 26
De doelstellingen vd concurrenten bepalen 39
De P’s 53
De reactiepatronen vd concurrenten inschatten 40
De sterke & zwakke punten vd concurrenten vaststellen 40
De strategieën vd concurrenten vaststellen39
Differentiatie 50
Diffusion of Innovation theory by Rogers 13
Direct-to-Consumer (D2C-DTC) 71
Distributie-intensiteit 70
Distributiekanaal en distributieschakel 68
Diversificatie 27
Doelgroep 48
DOMINANCE 12
Elementen van de macro-omgeving 33
Elementen van de meso-omgeving 31
Elementen van de micro-omgeving 31
Extended marketing mix 85
4
