Samenvatting Marketing Fundamentals | VIVES | 2025/26

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,Inhoudsopgave
H1: Wat is marketing?....................................................................................7
Definitie (Philip Kotler)................................................................................................ 8

H1.2: Het marketingproces.............................................................................8
De 5 stappen:................................................................................................................. 8
Stap 1: De markt en afnemersbehoeften doorgronden...................................................8
🧠 Consumer Insight, Merkbeleving & Klanttevredenheid – Samenvatting .....................8
🔍 Consumer Insight = dieper inzicht in de consument..............................................8
🌟 Merkbeleving (Brand Experience)...........................................................................9
😊 Klanttevredenheid................................................................................................... 9
Storytelling................................................................................................................ 10
Stap 2: Klantgestuurde marketingstrategie ontwikkelen..............................................10
1️⃣In welke behoeften willen we voorzien?...............................................................10
2️⃣Welke klanten willen we bedienen?......................................................................10
3️⃣Hoe bedienen we die klanten op een unieke manier?..........................................11
🧭 Marketingmanagementconcepten – Samenvatting (Kotler).....................................11
1️⃣Productieconcept (inside-out)...............................................................................11
2️⃣Productconcept.................................................................................................... 11
3️⃣Verkoopconcept................................................................................................... 12
4️⃣Marketingconcept (outside-in)..............................................................................12
5️⃣Maatschappelijk marketingconcept......................................................................12
Herkenningsvraag voorbeelden:................................................................................12
Stap 3: Marketingplan opstellen (4P's)..........................................................................13
🔁 Stap 4: CRM & winstgevende klantrelaties opbouwen.............................................13
📌 Wat is CRM?......................................................................................................... 13
🎯 Selectief relatiemanagement: 4 klanttypes..........................................................14
🧱 Traditionele CRM-piramide (loyaliteit vs waarde).................................................14
💬 NPS (Net Promoter Score).....................................................................................14
📲 5 CRM-trends in de praktijk..................................................................................14
✅ Voorbeeldtoepassing: Netflix & CRM....................................................................15
🎯 Belangrijk:............................................................................................................ 15
🔄 Stap 5: Klantwaarde realiseren................................................................................15
📘 Wat betekent klantwaarde?..................................................................................15
💡 Belangrijke begrippen:......................................................................................... 16
🛠️ Marketingproces in 5 stappen – Alpro Toepassing................................................16
🧠 Van oud naar nieuw marketingdenken (essentie)................................................16
✅ Samengevat in 1 zin:............................................................................................ 16
📈 Evoluties in Marketing (Trends) – Samenvatting......................................................16
✅ Mini-samenvatting – Marketing Fundamentals.........................................................18
📘 H1.1 – Wat is marketing?......................................................................................18
📘 H1.2 – Het marketingproces (5 stappen)..............................................................18
🔹 STAP 1 – De markt en afnemersbehoeften doorgronden......................................18
🔹 STAP 2 – Klantgestuurde marketingstrategie ontwikkelen....................................19
🔹 STAP 3 – Marketingplan opstellen (4P’s)...............................................................19
🔹 STAP 4 – CRM & winstgevende klantrelaties opbouwen........................................19
🔹 STAP 5 – Klantwaarde realiseren..........................................................................20
📈 Evoluties in Marketing (Trends)............................................................................21

📘 Hoofdstuk 2 – Bedrijfs- en marketingstrategie.............................................1
2.1 De rol van marketing................................................................................................ 1
2.1.1 Strategische planning en strategische piramide.................................................1

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, 2.1.2 De missie en de Golden Circle van Simon Sinek.................................................1
2.1.3 Het activiteitenportfolio van een bedrijf.............................................................2
2.2 Van bedrijfsstrategie naar marketingstrategie..........................................................3
2.2.1 Waardecreatie (eerste stap)...............................................................................3
2.2.2 STP: Segmentation – Targeting – Positioning......................................................3
2.3 Marketingstrategie en de marketingmix...................................................................3
2.3.1 Vier strategieën om verkoop te verhogen..........................................................4
2.3.2 Marketingmix (4 P’s).......................................................................................... 4

🎯 Examenvragen (oefenstijl)..........................................................................4

📌 SPIEKBRIEF – Hoofdstuk 2: Bedrijfs- en marketingstrategie..........................5
2.1 De rol van marketing................................................................................................ 5
Strategische piramide................................................................................................. 5
Golden Circle (S. Sinek)............................................................................................... 5
Activiteitenportfolio..................................................................................................... 5
2.2 Van bedrijfsstrategie naar marketingstrategie..........................................................6
Waardecreatie (focus)................................................................................................. 6
STP.............................................................................................................................. 6
2.3 Marketingstrategie & Marketingmix..........................................................................6
4 verkoopstrategieën..................................................................................................6
Marketingmix (4 P’s)................................................................................................... 6
🎯 Typische examenvragen............................................................................................ 6

📘 Definitieve Volledige Samenvatting – Hoofdstuk 2.......................................7
2.1 De rol van marketing................................................................................................ 8
2.1.1 Strategische planning en strategische piramide.................................................8
2.1.2 De missie en de Golden Circle van Simon Sinek.................................................8
2.1.3 Het activiteitenportfolio van een bedrijf.............................................................9
2.2 Van bedrijfsstrategie naar marketingstrategie..........................................................9
2.2.1 Waardecreatie (keuze focus)..............................................................................9
2.2.2 STP..................................................................................................................... 9
2.3 Marketingstrategie en de marketingmix.................................................................10
2.3.1 Vier verkoopstrategieën...................................................................................10
2.3.2 Marketingmix (4 P’s)........................................................................................10

🎯 Typische examenvragen...........................................................................10

📘 Hoofdstuk 3 – De Marketingomgeving.........................................................1
Deel 1: Marketingomgeving (micro – meso – macro)......................................................1
3.1 Micro-omgeving (intern & directe omgeving)........................................................1
3.2 Meso-omgeving (bedrijfstak/sector)......................................................................2
3.3 Macro-omgeving (maatschappij)...........................................................................2
Deel 2: Concurrentieanalyse........................................................................................... 2
3.4.1 Soorten concurrenten.........................................................................................2
3.4.2 Concurrentiestrategieën (Treacy & Wiersema)...................................................3
3.4.3 Marktposities...................................................................................................... 3
Deel 3: SWOT & confrontatiematrix................................................................................3
3.5.1 SWOT................................................................................................................. 3
3.5.2 Confrontatiematrix.............................................................................................4
🎯 Typische examenvragen............................................................................................ 4

📘 Hoofdstuk 5 — STP: Segmentatie, Doelgroepkeuze & Positionering..............1

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, Deel 1 — Segmentatie & Doelgroepkeuze (5.1–5.2).......................................................1
5.1 Marktsegmentatie: waarom en hoe?.....................................................................1
5.2 Doelgroepkeuze (Targeting) & aanpak..................................................................2
Deel 2 — Positionering (5.3)........................................................................................... 3
5.3.1 Wat is positionering (mensentaal)?....................................................................3
5.3.2 Stappenplan (zoals in je slides — moét uit slides geleerd worden).....................3
Toepassing — zo pak je examencases meteen aan........................................................4
Snel-overzicht: alle specifieke voorbeelden uit jouw notities/slides (check)...................5
Examenvragen (toepassing, in de stijl van jouw cursus).................................................5

📘 Uitgewerkt voorbeeld Persona & Customer Journey (OMcollective)...............7
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Wat is een persona?................................................................................................... 7
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Voorbeeld Persona – “Concerned Camille”.................................................................7
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Wat is een Customer Journey?...................................................................................8
De 4 fasen (OMcollective funnel):................................................................................8
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Waarom is dit voorbeeld belangrijk?..........................................................................8
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Typische examenvragen rond dit thema....................................................................9
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Extra tips................................................................................................................... 9

✍️Examenoefening – Persona & Customer Journey..........................................10
Opgave (zoals op examen kan komen):........................................................................10
✅ Modelantwoord........................................................................................................ 10
1️⃣Persona: “Healthy Hannah”..................................................................................10
2️⃣Customer Journey van Hannah.............................................................................11
3️⃣Conclusie & link met examen...............................................................................11

📘 De Marketingmix – Product, Prijs, Plaats, Promotie (H6–H9).........................1
🔹 H6 Product – Wat bied je eigenlijk aan?.....................................................................1
6.1 De 3 niveaus van een product...............................................................................1
6.2 Productlevenscyclus (PLC) – elk product heeft een “levensloop”..........................1
6.3 Verpakking en merk.............................................................................................. 1
🔹 H7 Prijs – Wat kost het?............................................................................................. 2
7.1 Hoe reageren klanten op prijs? (Elasticiteit)..........................................................2
7.2 Prijsstrategieën..................................................................................................... 2
7.3 Prijstrucs en aanpassingen....................................................................................2
🔹 H8 Plaats – Hoe komt het product bij de klant?..........................................................3
8.1 Kanalen................................................................................................................. 3
8.2 Single tot Omnichannel......................................................................................... 3
8.3 Distributie-intensiteit.............................................................................................3
🔹 H9 Promotie – Hoe praat je met je klant?...................................................................4
9.1 IMC – geïntegreerde communicatie.......................................................................4
9.2 Doelen in de marketingfunnel...............................................................................4
9.3 Communicatiemiddelen.........................................................................................4

🎯 Hoe dit te gebruiken op je examen.............................................................4

🔑 Eerst: alle afkortingen in mensentaal (glossary)..........................................1

📘 H1 — Wat is marketing? (kern + toepassingen)...........................................1

📘 H2 — Bedrijfs- en marketingstrategie..........................................................2

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