Samenvatting – Marketing
engineering
A: Intro: Wat is Marketing Engineering?..............................................................................5
Daily marketing decisions...............................................................................................5
Experience-based approach vs. data-mining approach...................................................6
Managerial decision making............................................................................................6
Mentale modellen/ conceptual marketing........................................................................6
Managerial decision making............................................................................................6
Beslissingsmodellen vs ‘Gut feeling’...............................................................................7
Voorbeeld Colruyt............................................................................................................ 7
Marketing engineering.................................................................................................... 7
Beslissingsmodellen........................................................................................................ 7
Verbale modellen......................................................................................................... 8
Grafische modellen...................................................................................................... 8
Mathematische modellen.............................................................................................8
Voordelen van marketing engineering............................................................................8
B: Informatieverzameling – Secundaire data......................................................................9
Soorten data.................................................................................................................... 9
Secundaire data.............................................................................................................. 9
Secundaire data – kwaliteitscheck.................................................................................10
Syndicated services....................................................................................................... 10
Retail panel: CPG........................................................................................................... 10
NielsoniQ: how is data collected....................................................................................11
The 4 dimensions of Nielsen data..................................................................................11
Retailer panel: technology & durables...........................................................................12
Consumentenpanel....................................................................................................... 12
Consumentenpanel in FMCG......................................................................................... 13
B: Informatieverzameling – Primaire data.........................................................................13
Vragenlijst – bemerkingen............................................................................................. 13
Primaire data................................................................................................................. 14
Kwalitatief onderzoek.................................................................................................... 15
Kwantitatief onderzoek.................................................................................................. 15
Observatie................................................................................................................. 15
Experiment................................................................................................................ 16
Vragenlijst.................................................................................................................. 16
C: Market Response modellen........................................................................................... 16
Market Response Model................................................................................................ 16
Response functie........................................................................................................... 17
, Waarom Response modellen......................................................................................... 17
Market Response Model................................................................................................ 17
Waarom Response Modellen......................................................................................... 18
Soorten Response modellen.......................................................................................... 18
Eenvoudig model........................................................................................................... 18
Geaggregeerde response modellen...............................................................................19
Fenomenen................................................................................................................ 19
Hoe bepaal je welke fenomenen je toelaat................................................................19
Lineair model............................................................................................................. 19
Fractional Root Model................................................................................................ 20
Exponential model..................................................................................................... 20
Modified exponential model.......................................................................................20
ADBUDG model.......................................................................................................... 21
Calibratie................................................................................................................... 21
ADBUDG model: subjectieve calibratie......................................................................21
Objectieven................................................................................................................ 22
Geaggregeerde response modellen: uitbereiding..........................................................22
Meerdere variabelen.................................................................................................. 22
Dynamische effecten................................................................................................. 23
Marktaandeel (competitie)......................................................................................... 24
Gedisaggregeerde respons modellen............................................................................25
Multinominal logit model............................................................................................ 25
Wrap up: model selectie............................................................................................ 25
D: Segmentatie en targeting............................................................................................. 25
STP................................................................................................................................ 25
STP – benefits................................................................................................................ 26
STP................................................................................................................................ 26
Waarom segmentatie.................................................................................................... 26
Segmentatie.................................................................................................................. 26
Fase 1: Marktsegmentatie.......................................................................................... 27
Fase 2: beschrijving marktsegmenten.......................................................................28
Targeting....................................................................................................................... 29
Targeting segments................................................................................................... 29
Fase 3: aantrekkelijkheid van segmenten evalueren.................................................29
Fase 4: selecteer doel segmenten & alloceren van middelen....................................29
Fase 5: consumenten vinden in de doelgroep............................................................29
Segmentatie-analyse: methodes...................................................................................30
Methode: clusteranalyse............................................................................................ 30
Clustering methodes.................................................................................................. 31
, Profiling clusters........................................................................................................ 32
Samenvatting................................................................................................................ 34
E: Positionering................................................................................................................. 34
Positionering.................................................................................................................. 34
Differentiatie vs positionering....................................................................................34
Positionering.................................................................................................................. 35
Positioning statements.................................................................................................. 35
Hoe bepaal je de positionering?....................................................................................35
Perceptuele map........................................................................................................... 35
Nut van perceptuele mappen.....................................................................................36
Toepassingen perceptuele map.................................................................................36
Mapping methods in marketing.....................................................................................36
Voorbeeld: perceptuele map – Amerikaanse bieren...................................................37
Methode: factor analyse................................................................................................ 37
Mapping technieken...................................................................................................... 38
Toevoegen van voorkeuren........................................................................................... 39
Interpreting preference maps........................................................................................ 40
Voorkeuren -> keuzes -> marktaandeel........................................................................40
Limitaties....................................................................................................................... 40
Gebruik van mapping.................................................................................................... 40
F: Pricing (prijs beslissingen)............................................................................................. 41
Prijs elasticiteiten.......................................................................................................... 41
Pricing in practice.......................................................................................................... 41
Cost-oriented pricing.................................................................................................. 42
Competition-oriented pricing.....................................................................................42
Demand-oriented pricing........................................................................................... 42
Value-in-use............................................................................................................... 42
Value-pricing thermometer........................................................................................... 43
Perceived value.......................................................................................................... 43
Setting price en marketing efforts.................................................................................43
Price customization.................................................................................................... 44
Challenges................................................................................................................. 44
Price customization.................................................................................................... 45
Non-lineair pricing/ quantity discounts.......................................................................45
Temporal price discrimination....................................................................................45
Voorbeeld: luchtvaartmaatschappij...........................................................................46
G: Nieuw product/ conjoint analyse..................................................................................46
Conjoint analyse............................................................................................................ 47
Conjoint analyse............................................................................................................ 47
, Voorbeeld conjoint analyse........................................................................................47
Waarom werkt conjoint analyse.................................................................................48
Conjoint study zelf uitvoeren......................................................................................... 48
Stap 1: design van de conjoint study.........................................................................48
Stap 2: data verzamelen via respondenten................................................................49
Stap 3: product design opties evalueren....................................................................49
Situaties waar een conjoint analyse waardevol is..........................................................50
H: Winkellocatie................................................................................................................ 51
Waarom is locatie belangrijk?........................................................................................ 52
Pure online – Brick and Click.......................................................................................... 52
Stadsconcepten – kleinere locaties................................................................................53
Pop-up........................................................................................................................... 53
Blurring – functies wijzigen............................................................................................ 53
Beslissingsproces.......................................................................................................... 53
Selectie van lokale markten.......................................................................................53
Voorselectie van locaties........................................................................................... 53
Populatie....................................................................................................................... 54
Bereikbaarheid.............................................................................................................. 54
Trading area/ verzorgingsgebied...............................................................................55
Concurrentie.................................................................................................................. 55
Index of retail saturation............................................................................................ 56
Mapping techniques................................................................................................... 57
Kosten........................................................................................................................... 57
Beoordelingen van locaties........................................................................................... 57
Analoge methode....................................................................................................... 57
Spatial interaction – gravity.......................................................................................58
Regressie................................................................................................................... 58
Gastcollege: NielsonIQ...................................................................................................... 58
1: Bestuderen van consumenten gedrag.......................................................................58
Waarom?.................................................................................................................... 58
Hoe?........................................................................................................................... 60
2: Casestudy 1 – Cartridges........................................................................................... 60
3: Casestudy 2: general cunsumer mindsets.................................................................63
Gastcollege: YouGov......................................................................................................... 65
YouGov.......................................................................................................................... 65
Measuring the FMCG Market.......................................................................................... 65
Methodologie................................................................................................................. 65
From data to insights.................................................................................................... 66
The Belgian FMCG market............................................................................................. 67
engineering
A: Intro: Wat is Marketing Engineering?..............................................................................5
Daily marketing decisions...............................................................................................5
Experience-based approach vs. data-mining approach...................................................6
Managerial decision making............................................................................................6
Mentale modellen/ conceptual marketing........................................................................6
Managerial decision making............................................................................................6
Beslissingsmodellen vs ‘Gut feeling’...............................................................................7
Voorbeeld Colruyt............................................................................................................ 7
Marketing engineering.................................................................................................... 7
Beslissingsmodellen........................................................................................................ 7
Verbale modellen......................................................................................................... 8
Grafische modellen...................................................................................................... 8
Mathematische modellen.............................................................................................8
Voordelen van marketing engineering............................................................................8
B: Informatieverzameling – Secundaire data......................................................................9
Soorten data.................................................................................................................... 9
Secundaire data.............................................................................................................. 9
Secundaire data – kwaliteitscheck.................................................................................10
Syndicated services....................................................................................................... 10
Retail panel: CPG........................................................................................................... 10
NielsoniQ: how is data collected....................................................................................11
The 4 dimensions of Nielsen data..................................................................................11
Retailer panel: technology & durables...........................................................................12
Consumentenpanel....................................................................................................... 12
Consumentenpanel in FMCG......................................................................................... 13
B: Informatieverzameling – Primaire data.........................................................................13
Vragenlijst – bemerkingen............................................................................................. 13
Primaire data................................................................................................................. 14
Kwalitatief onderzoek.................................................................................................... 15
Kwantitatief onderzoek.................................................................................................. 15
Observatie................................................................................................................. 15
Experiment................................................................................................................ 16
Vragenlijst.................................................................................................................. 16
C: Market Response modellen........................................................................................... 16
Market Response Model................................................................................................ 16
Response functie........................................................................................................... 17
, Waarom Response modellen......................................................................................... 17
Market Response Model................................................................................................ 17
Waarom Response Modellen......................................................................................... 18
Soorten Response modellen.......................................................................................... 18
Eenvoudig model........................................................................................................... 18
Geaggregeerde response modellen...............................................................................19
Fenomenen................................................................................................................ 19
Hoe bepaal je welke fenomenen je toelaat................................................................19
Lineair model............................................................................................................. 19
Fractional Root Model................................................................................................ 20
Exponential model..................................................................................................... 20
Modified exponential model.......................................................................................20
ADBUDG model.......................................................................................................... 21
Calibratie................................................................................................................... 21
ADBUDG model: subjectieve calibratie......................................................................21
Objectieven................................................................................................................ 22
Geaggregeerde response modellen: uitbereiding..........................................................22
Meerdere variabelen.................................................................................................. 22
Dynamische effecten................................................................................................. 23
Marktaandeel (competitie)......................................................................................... 24
Gedisaggregeerde respons modellen............................................................................25
Multinominal logit model............................................................................................ 25
Wrap up: model selectie............................................................................................ 25
D: Segmentatie en targeting............................................................................................. 25
STP................................................................................................................................ 25
STP – benefits................................................................................................................ 26
STP................................................................................................................................ 26
Waarom segmentatie.................................................................................................... 26
Segmentatie.................................................................................................................. 26
Fase 1: Marktsegmentatie.......................................................................................... 27
Fase 2: beschrijving marktsegmenten.......................................................................28
Targeting....................................................................................................................... 29
Targeting segments................................................................................................... 29
Fase 3: aantrekkelijkheid van segmenten evalueren.................................................29
Fase 4: selecteer doel segmenten & alloceren van middelen....................................29
Fase 5: consumenten vinden in de doelgroep............................................................29
Segmentatie-analyse: methodes...................................................................................30
Methode: clusteranalyse............................................................................................ 30
Clustering methodes.................................................................................................. 31
, Profiling clusters........................................................................................................ 32
Samenvatting................................................................................................................ 34
E: Positionering................................................................................................................. 34
Positionering.................................................................................................................. 34
Differentiatie vs positionering....................................................................................34
Positionering.................................................................................................................. 35
Positioning statements.................................................................................................. 35
Hoe bepaal je de positionering?....................................................................................35
Perceptuele map........................................................................................................... 35
Nut van perceptuele mappen.....................................................................................36
Toepassingen perceptuele map.................................................................................36
Mapping methods in marketing.....................................................................................36
Voorbeeld: perceptuele map – Amerikaanse bieren...................................................37
Methode: factor analyse................................................................................................ 37
Mapping technieken...................................................................................................... 38
Toevoegen van voorkeuren........................................................................................... 39
Interpreting preference maps........................................................................................ 40
Voorkeuren -> keuzes -> marktaandeel........................................................................40
Limitaties....................................................................................................................... 40
Gebruik van mapping.................................................................................................... 40
F: Pricing (prijs beslissingen)............................................................................................. 41
Prijs elasticiteiten.......................................................................................................... 41
Pricing in practice.......................................................................................................... 41
Cost-oriented pricing.................................................................................................. 42
Competition-oriented pricing.....................................................................................42
Demand-oriented pricing........................................................................................... 42
Value-in-use............................................................................................................... 42
Value-pricing thermometer........................................................................................... 43
Perceived value.......................................................................................................... 43
Setting price en marketing efforts.................................................................................43
Price customization.................................................................................................... 44
Challenges................................................................................................................. 44
Price customization.................................................................................................... 45
Non-lineair pricing/ quantity discounts.......................................................................45
Temporal price discrimination....................................................................................45
Voorbeeld: luchtvaartmaatschappij...........................................................................46
G: Nieuw product/ conjoint analyse..................................................................................46
Conjoint analyse............................................................................................................ 47
Conjoint analyse............................................................................................................ 47
, Voorbeeld conjoint analyse........................................................................................47
Waarom werkt conjoint analyse.................................................................................48
Conjoint study zelf uitvoeren......................................................................................... 48
Stap 1: design van de conjoint study.........................................................................48
Stap 2: data verzamelen via respondenten................................................................49
Stap 3: product design opties evalueren....................................................................49
Situaties waar een conjoint analyse waardevol is..........................................................50
H: Winkellocatie................................................................................................................ 51
Waarom is locatie belangrijk?........................................................................................ 52
Pure online – Brick and Click.......................................................................................... 52
Stadsconcepten – kleinere locaties................................................................................53
Pop-up........................................................................................................................... 53
Blurring – functies wijzigen............................................................................................ 53
Beslissingsproces.......................................................................................................... 53
Selectie van lokale markten.......................................................................................53
Voorselectie van locaties........................................................................................... 53
Populatie....................................................................................................................... 54
Bereikbaarheid.............................................................................................................. 54
Trading area/ verzorgingsgebied...............................................................................55
Concurrentie.................................................................................................................. 55
Index of retail saturation............................................................................................ 56
Mapping techniques................................................................................................... 57
Kosten........................................................................................................................... 57
Beoordelingen van locaties........................................................................................... 57
Analoge methode....................................................................................................... 57
Spatial interaction – gravity.......................................................................................58
Regressie................................................................................................................... 58
Gastcollege: NielsonIQ...................................................................................................... 58
1: Bestuderen van consumenten gedrag.......................................................................58
Waarom?.................................................................................................................... 58
Hoe?........................................................................................................................... 60
2: Casestudy 1 – Cartridges........................................................................................... 60
3: Casestudy 2: general cunsumer mindsets.................................................................63
Gastcollege: YouGov......................................................................................................... 65
YouGov.......................................................................................................................... 65
Measuring the FMCG Market.......................................................................................... 65
Methodologie................................................................................................................. 65
From data to insights.................................................................................................... 66
The Belgian FMCG market............................................................................................. 67
