Inhoudsopgave
1 Wat is marketing? ................................................................................................................................ 5
1.1 Definitie Marketing ....................................................................................................................................5
2 Het marketingproces ............................................................................................................................ 6
2.1 STAP 1: De markt en afnemersbehoeften doorgronden ...............................................................................6
2.1.1 Behoefte → wens → vraag ............................................................................................................................................. 6
2.1.2 Ruil, transacties & relaties .............................................................................................................................................. 6
2.1.3 Markten .......................................................................................................................................................................... 7
2.1.4 Oplossing = marketingaanbod ........................................................................................................................................ 7
2.2 STAP 2: Een klantgestuurde marketingstrategie ontwikkelen .......................................................................7
2.2.1 Doelgroep bepalen ......................................................................................................................................................... 8
2.2.2 Demarketing.................................................................................................................................................................... 8
2.2.3 Marketingsysteem .......................................................................................................................................................... 8
2.3 STAP 3: Een marketingplan opstellen ..........................................................................................................8
2.4 STAP 4: Klantenrelaties & -tevredenheid .....................................................................................................9
2.5 STAP 5: Waarde van klanten realiseren .......................................................................................................9
2.5.1 Waartoe leidt klantwaarde? ........................................................................................................................................... 9
2.6 5 STAPPEN samengevat ............................................................................................................................ 10
2.7 (Marketing)managementconcepten ..........................................................................................................10
2.7.1 Productieconcept ..........................................................................................................................................................10
2.7.2 Productconcept.............................................................................................................................................................10
2.7.3 Verkoopconcept ............................................................................................................................................................11
2.7.4 Marketingconcept .........................................................................................................................................................11
2.7.5 Maatschappelijk marketingconcept .............................................................................................................................11
2.7.6 Duurzaam marketingconcept........................................................................................................................................12
2.8 Marketingethiek ......................................................................................................................................12
3 Strategische planning voor het hele bedrijf: de rol van marketing ....................................................... 13
3.1 Een marktgerichte missie formuleren .......................................................................................................13
3.1.1 Voorwaarden goede missie ..........................................................................................................................................14
3.2 Doelen en doelstellingen bepalen .............................................................................................................15
3.3 Het activiteitenportfolio ontwerpen .........................................................................................................15
3.3.1 De bestaande activiteitenportfolio analyseren ............................................................................................................15
3.3.2 BGC/ Boston Consulting Group-matrix .........................................................................................................................16
3.3.3 Strategieën voor intensieve groei en krimp..................................................................................................................18
4 Samenwerkingsverbanden ................................................................................................................. 18
4.1 Interne samenwerkingsverbanden met andere afdelingen → Value Chain van Porter.................................19
4.2 Externe samenwerkingsverbanden met andere partijen in het marketingsysteem......................................19
5 Marketingstrategie en de marketingmix ............................................................................................. 20
5.1 Generieke concurrentiestrategieën van Michael Porter .............................................................................20
1
, 5.2 Waardenstrategieën Treacy & Wiersema ..................................................................................................21
5.3 Klangerichte marketingstrategie ...............................................................................................................22
5.4 De marketingmix samenstellen.................................................................................................................22
6 Het management van de marketingspanningen .................................................................................. 23
7 Micro omgeving (value chain/ Porter)................................................................................................. 24
8 Meso omgeving (5 krachtenmodel /Porter → actoren) ........................................................................ 24
8.1 Vier soorten afnemers/ klantenmarkten: ..................................................................................................24
8.2 Bedrijfstak: 5 krachten/ actoren(model) van M. Porter ..............................................................................25
8.3 Leveranciers & partners ........................................................................................................................... 26
8.4 Concurrenten ...........................................................................................................................................26
8.5 Distributiekolom ......................................................................................................................................26
8.6 Klanten en externe belangengroepen of publieksgroepen .........................................................................27
9 Macro omgeving (DESTEP → factoren) ............................................................................................... 27
9.1 Demografische factoren ........................................................................................................................... 27
9.2 Economische factoren .............................................................................................................................. 28
9.3 Sociaal-culturele factoren ......................................................................................................................... 28
9.4 Technologische factoren ........................................................................................................................... 29
9.5 Ecologische factoren ................................................................................................................................ 29
9.6 Politieke-juridische factoren ..................................................................................................................... 29
10 Consumentenmarkten & koopgedrag van consumenten .................................................................. 30
10.1 Customer journey ....................................................................................................................................30
10.2 Besluitvormingsproces consument = customer journey .............................................................................31
10.3 Model van consumentengedrag................................................................................................................33
............................................................................................................................................................................33
10.4 Besluitvormingsproces consument (opmerkingen) .................................................................................... 34
10.5 Adoptieproces nieuwe producten .............................................................................................................34
10.5.1 Innovators (pioniers) .....................................................................................................................................................35
10.5.2 Early adopters (vroege kopers) (13,5%) ........................................................................................................................35
10.5.3 Early majority (34%) ......................................................................................................................................................35
10.5.4 Late majority (34%) .......................................................................................................................................................35
10.5.5 Laggards (achterblijvers) (16%) .....................................................................................................................................35
10.6 Internationaal consumentengedrag ..........................................................................................................35
11 Marktsegmentatie .......................................................................................................................... 36
11.1 Segmentatiecriteria..................................................................................................................................36
11.1.1 geografische segementatiecriteria ...............................................................................................................................36
11.1.2 Demografische segmentatiecriteria..............................................................................................................................37
11.1.3 Psychografische segmentatiecriteria ............................................................................................................................39
11.1.4 Gedragssegmentatie: productgerelateerd....................................................................................................................39
12 Doelgroepkeuze .............................................................................................................................. 40
2
,13 Positionering .................................................................................................................................. 42
14 Keuzeproces inzake positioneringsstrategie (4 stappen) ................................................................... 42
14.1 Positioneringsstrategie kiezen ..................................................................................................................43
15 Wat is een product? ........................................................................................................................ 44
16 Product- en dienstbeslissingen ........................................................................................................ 45
17 Marketing van diensten .................................................................................................................. 49
18 Merkenstrategie ............................................................................................................................. 51
19 Strategie voor het ontwikkelen van nieuwe producten .................................................................... 51
20 Productlevencyclusstrategieën ........................................................................................................ 52
21 Wat is prijs?.................................................................................................................................... 55
22 Factoren van belang bij prijszetting ................................................................................................. 56
22.1 Interne factoren .......................................................................................................................................56
22.2 Externe factoren ......................................................................................................................................57
23 Algemene prijsstrategieën .............................................................................................................. 59
23.1 Kostengeorgriënteerde prijsstrategie ........................................................................................................59
23.2 Vraaggeoriënteerde prijsstrategie .............................................................................................................59
23.3 Concurrentiegeoriënteerde prijsstrategie ..................................................................................................60
24 Prijsstrategieën nieuwe producten .................................................................................................. 60
25 Prijsstrategieën voor het assortiment .............................................................................................. 61
26 Prijsaanpassingsstrategieën ........................................................................................................... 62
26.1 Kortingen .................................................................................................................................................62
26.2 Prijsdiscriminatie (= andere prijs maar zelfde product) ..............................................................................63
26.3 Psychologische prijszetting ....................................................................................................................... 64
26.4 Promotieprijszetting .................................................................................................................................64
26.5 Yield pricing .............................................................................................................................................64
27 Prijswijzigingen .............................................................................................................................. 64
28 Bedrijfskolom & value delivery network .......................................................................................... 66
29 Distributiekanaal: belang & aard .................................................................................................... 67
29.1 Toegevoegde waarde van kanaalleden ......................................................................................................67
29.2 Aantal tussenschakels in een kanaal (=lengte van het kanaal) ....................................................................68
29.3 Multichanneling .......................................................................................................................................68
30 Gedrag en organisatie van distributiekanalen ................................................................................. 69
30.1 Gedrag in kanaal: kanaalconflict ...............................................................................................................69
30.2 Verticaal marketingsysteem (VMS) ...........................................................................................................69
30.3 Contractuele VMS = FRANCHISE ...............................................................................................................69
3
, 30.4 FRANCHISE ..............................................................................................................................................70
31 Kanaalontwerpbeslissingen & logistiek ........................................................................................... 70
32 Distributie kengetallen (buiten handboek)....................................................................................... 71
32.1 Numerical Distribution/numerieke distributie (ND) ................................................................................... 72
32.2 Weighted Distribution of gewogen distributie (WD) ..................................................................................73
32.3 Selectie-Indicator (SI) ............................................................................................................................... 73
32.4 Market Share (MS) of marktaandeel (MA) in waarde.................................................................................74
32.5 Out of Stock (OOS) of stockbreuk .............................................................................................................75
32.6 On Time In Full (OTIF) of “leverbetrouwbaarheids” %................................................................................75
............................................................................................................................................................................75
33 Marketingcommunicatiemix ........................................................................................................... 76
33.1 Reclame................................................................................................................................................... 76
33.2 Online marketing .....................................................................................................................................77
33.3 Sales promotion .......................................................................................................................................77
33.4 Public relations (PR) .................................................................................................................................79
33.5 Persoonlijke verkoop ................................................................................................................................ 79
33.6 Direct marketing ......................................................................................................................................79
33.7 Out-of-home media..................................................................................................................................80
33.8 In-game advertising .................................................................................................................................80
34 Marketingcommunicatiemix ........................................................................................................... 81
34.1 4 groepen media-instrumenten ................................................................................................................81
34.2 Segmentatie & doelgroepenmarketing......................................................................................................82
34.3 Doelgroep merk vs. communicatiekanaal ..................................................................................................83
34.4 Meeteenheid ...........................................................................................................................................83
35 Pull vs. Push strategie ..................................................................................................................... 85
35.1 Pull strategie (pull = trekken) .................................................................................................................... 85
35.2 Push strategie (push = duwen) ..................................................................................................................85
36 Totale communicatiemix opbouwen ................................................................................................ 86
4
1 Wat is marketing? ................................................................................................................................ 5
1.1 Definitie Marketing ....................................................................................................................................5
2 Het marketingproces ............................................................................................................................ 6
2.1 STAP 1: De markt en afnemersbehoeften doorgronden ...............................................................................6
2.1.1 Behoefte → wens → vraag ............................................................................................................................................. 6
2.1.2 Ruil, transacties & relaties .............................................................................................................................................. 6
2.1.3 Markten .......................................................................................................................................................................... 7
2.1.4 Oplossing = marketingaanbod ........................................................................................................................................ 7
2.2 STAP 2: Een klantgestuurde marketingstrategie ontwikkelen .......................................................................7
2.2.1 Doelgroep bepalen ......................................................................................................................................................... 8
2.2.2 Demarketing.................................................................................................................................................................... 8
2.2.3 Marketingsysteem .......................................................................................................................................................... 8
2.3 STAP 3: Een marketingplan opstellen ..........................................................................................................8
2.4 STAP 4: Klantenrelaties & -tevredenheid .....................................................................................................9
2.5 STAP 5: Waarde van klanten realiseren .......................................................................................................9
2.5.1 Waartoe leidt klantwaarde? ........................................................................................................................................... 9
2.6 5 STAPPEN samengevat ............................................................................................................................ 10
2.7 (Marketing)managementconcepten ..........................................................................................................10
2.7.1 Productieconcept ..........................................................................................................................................................10
2.7.2 Productconcept.............................................................................................................................................................10
2.7.3 Verkoopconcept ............................................................................................................................................................11
2.7.4 Marketingconcept .........................................................................................................................................................11
2.7.5 Maatschappelijk marketingconcept .............................................................................................................................11
2.7.6 Duurzaam marketingconcept........................................................................................................................................12
2.8 Marketingethiek ......................................................................................................................................12
3 Strategische planning voor het hele bedrijf: de rol van marketing ....................................................... 13
3.1 Een marktgerichte missie formuleren .......................................................................................................13
3.1.1 Voorwaarden goede missie ..........................................................................................................................................14
3.2 Doelen en doelstellingen bepalen .............................................................................................................15
3.3 Het activiteitenportfolio ontwerpen .........................................................................................................15
3.3.1 De bestaande activiteitenportfolio analyseren ............................................................................................................15
3.3.2 BGC/ Boston Consulting Group-matrix .........................................................................................................................16
3.3.3 Strategieën voor intensieve groei en krimp..................................................................................................................18
4 Samenwerkingsverbanden ................................................................................................................. 18
4.1 Interne samenwerkingsverbanden met andere afdelingen → Value Chain van Porter.................................19
4.2 Externe samenwerkingsverbanden met andere partijen in het marketingsysteem......................................19
5 Marketingstrategie en de marketingmix ............................................................................................. 20
5.1 Generieke concurrentiestrategieën van Michael Porter .............................................................................20
1
, 5.2 Waardenstrategieën Treacy & Wiersema ..................................................................................................21
5.3 Klangerichte marketingstrategie ...............................................................................................................22
5.4 De marketingmix samenstellen.................................................................................................................22
6 Het management van de marketingspanningen .................................................................................. 23
7 Micro omgeving (value chain/ Porter)................................................................................................. 24
8 Meso omgeving (5 krachtenmodel /Porter → actoren) ........................................................................ 24
8.1 Vier soorten afnemers/ klantenmarkten: ..................................................................................................24
8.2 Bedrijfstak: 5 krachten/ actoren(model) van M. Porter ..............................................................................25
8.3 Leveranciers & partners ........................................................................................................................... 26
8.4 Concurrenten ...........................................................................................................................................26
8.5 Distributiekolom ......................................................................................................................................26
8.6 Klanten en externe belangengroepen of publieksgroepen .........................................................................27
9 Macro omgeving (DESTEP → factoren) ............................................................................................... 27
9.1 Demografische factoren ........................................................................................................................... 27
9.2 Economische factoren .............................................................................................................................. 28
9.3 Sociaal-culturele factoren ......................................................................................................................... 28
9.4 Technologische factoren ........................................................................................................................... 29
9.5 Ecologische factoren ................................................................................................................................ 29
9.6 Politieke-juridische factoren ..................................................................................................................... 29
10 Consumentenmarkten & koopgedrag van consumenten .................................................................. 30
10.1 Customer journey ....................................................................................................................................30
10.2 Besluitvormingsproces consument = customer journey .............................................................................31
10.3 Model van consumentengedrag................................................................................................................33
............................................................................................................................................................................33
10.4 Besluitvormingsproces consument (opmerkingen) .................................................................................... 34
10.5 Adoptieproces nieuwe producten .............................................................................................................34
10.5.1 Innovators (pioniers) .....................................................................................................................................................35
10.5.2 Early adopters (vroege kopers) (13,5%) ........................................................................................................................35
10.5.3 Early majority (34%) ......................................................................................................................................................35
10.5.4 Late majority (34%) .......................................................................................................................................................35
10.5.5 Laggards (achterblijvers) (16%) .....................................................................................................................................35
10.6 Internationaal consumentengedrag ..........................................................................................................35
11 Marktsegmentatie .......................................................................................................................... 36
11.1 Segmentatiecriteria..................................................................................................................................36
11.1.1 geografische segementatiecriteria ...............................................................................................................................36
11.1.2 Demografische segmentatiecriteria..............................................................................................................................37
11.1.3 Psychografische segmentatiecriteria ............................................................................................................................39
11.1.4 Gedragssegmentatie: productgerelateerd....................................................................................................................39
12 Doelgroepkeuze .............................................................................................................................. 40
2
,13 Positionering .................................................................................................................................. 42
14 Keuzeproces inzake positioneringsstrategie (4 stappen) ................................................................... 42
14.1 Positioneringsstrategie kiezen ..................................................................................................................43
15 Wat is een product? ........................................................................................................................ 44
16 Product- en dienstbeslissingen ........................................................................................................ 45
17 Marketing van diensten .................................................................................................................. 49
18 Merkenstrategie ............................................................................................................................. 51
19 Strategie voor het ontwikkelen van nieuwe producten .................................................................... 51
20 Productlevencyclusstrategieën ........................................................................................................ 52
21 Wat is prijs?.................................................................................................................................... 55
22 Factoren van belang bij prijszetting ................................................................................................. 56
22.1 Interne factoren .......................................................................................................................................56
22.2 Externe factoren ......................................................................................................................................57
23 Algemene prijsstrategieën .............................................................................................................. 59
23.1 Kostengeorgriënteerde prijsstrategie ........................................................................................................59
23.2 Vraaggeoriënteerde prijsstrategie .............................................................................................................59
23.3 Concurrentiegeoriënteerde prijsstrategie ..................................................................................................60
24 Prijsstrategieën nieuwe producten .................................................................................................. 60
25 Prijsstrategieën voor het assortiment .............................................................................................. 61
26 Prijsaanpassingsstrategieën ........................................................................................................... 62
26.1 Kortingen .................................................................................................................................................62
26.2 Prijsdiscriminatie (= andere prijs maar zelfde product) ..............................................................................63
26.3 Psychologische prijszetting ....................................................................................................................... 64
26.4 Promotieprijszetting .................................................................................................................................64
26.5 Yield pricing .............................................................................................................................................64
27 Prijswijzigingen .............................................................................................................................. 64
28 Bedrijfskolom & value delivery network .......................................................................................... 66
29 Distributiekanaal: belang & aard .................................................................................................... 67
29.1 Toegevoegde waarde van kanaalleden ......................................................................................................67
29.2 Aantal tussenschakels in een kanaal (=lengte van het kanaal) ....................................................................68
29.3 Multichanneling .......................................................................................................................................68
30 Gedrag en organisatie van distributiekanalen ................................................................................. 69
30.1 Gedrag in kanaal: kanaalconflict ...............................................................................................................69
30.2 Verticaal marketingsysteem (VMS) ...........................................................................................................69
30.3 Contractuele VMS = FRANCHISE ...............................................................................................................69
3
, 30.4 FRANCHISE ..............................................................................................................................................70
31 Kanaalontwerpbeslissingen & logistiek ........................................................................................... 70
32 Distributie kengetallen (buiten handboek)....................................................................................... 71
32.1 Numerical Distribution/numerieke distributie (ND) ................................................................................... 72
32.2 Weighted Distribution of gewogen distributie (WD) ..................................................................................73
32.3 Selectie-Indicator (SI) ............................................................................................................................... 73
32.4 Market Share (MS) of marktaandeel (MA) in waarde.................................................................................74
32.5 Out of Stock (OOS) of stockbreuk .............................................................................................................75
32.6 On Time In Full (OTIF) of “leverbetrouwbaarheids” %................................................................................75
............................................................................................................................................................................75
33 Marketingcommunicatiemix ........................................................................................................... 76
33.1 Reclame................................................................................................................................................... 76
33.2 Online marketing .....................................................................................................................................77
33.3 Sales promotion .......................................................................................................................................77
33.4 Public relations (PR) .................................................................................................................................79
33.5 Persoonlijke verkoop ................................................................................................................................ 79
33.6 Direct marketing ......................................................................................................................................79
33.7 Out-of-home media..................................................................................................................................80
33.8 In-game advertising .................................................................................................................................80
34 Marketingcommunicatiemix ........................................................................................................... 81
34.1 4 groepen media-instrumenten ................................................................................................................81
34.2 Segmentatie & doelgroepenmarketing......................................................................................................82
34.3 Doelgroep merk vs. communicatiekanaal ..................................................................................................83
34.4 Meeteenheid ...........................................................................................................................................83
35 Pull vs. Push strategie ..................................................................................................................... 85
35.1 Pull strategie (pull = trekken) .................................................................................................................... 85
35.2 Push strategie (push = duwen) ..................................................................................................................85
36 Totale communicatiemix opbouwen ................................................................................................ 86
4
