Marketing en communicatiesupport Graduaat
Marketingprincipes 1ste jaar
,Inhoudsopgave
Hoofstuk 1: Inleiding en begrip marketing ................................................................... 5
Wat is marketing? ................................................................................................. 5
Definitie van marketing: ......................................................................................... 5
Het doel van ondernemen is: ................................................................................. 5
Doen non – profit organisatie aan marketing? .......................................................... 5
Marketingmix 4p’s ................................................................................................. 5
Goederen en diensten ........................................................................................... 5
Missie – Visie – Doel .............................................................................................. 6
Stap 1: SWOT – analyse ......................................................................................... 6
Stap 2: Doelstellingen bepalen (SMART) ................................................................. 6
Stap 3: De groeistrategie ........................................................................................ 6
Het 4C- model ..................................................................................................... 7
CRM of Customer Relationship Management .......................................................... 7
Marketing vs Verkoopconcept ................................................................................ 7
ROI (Return on Investment) .................................................................................... 7
Verschil tussen behoefte en verlangen ................................................................... 7
Wat is een transactie? ........................................................................................... 7
Wat is Demarketing? ............................................................................................. 7
Hoofstuk 2: Het koopgedrag van consumenten ........................................................... 8
Wat is consumenten markt? .................................................................................. 8
Wat is koopgedrag? ............................................................................................... 8
Aankoopbeslissingen ............................................................................................ 8
Kenmerken van de consument (CSPP) .................................................................... 8
Piramide van maslow ............................................................................................ 9
Het besluitvormingsproces van de consument ...................................................... 10
De 4 factoren om de betrokkenheid te verhogen .................................................... 10
Het beslissingsproces (OZAKAG).......................................................................... 10
Customer journey (FUNNEL) ................................................................................ 11
Wie is je klant? .................................................................................................... 11
Hoofstuk 4: Het productbeleid ................................................................................ 13
Product niveaus .................................................................................................. 13
, Wat is een product? ............................................................................................ 13
Het product: goederen/ diensten ......................................................................... 13
Wat is het verschil tussen goederen en diensten ................................................... 13
Wat zijn de product niveaus? (KWU) ..................................................................... 13
Productniveaus – kernvoordeel of core benefit ...................................................... 13
Productniveaus – werkelijke of actual product....................................................... 14
Productniveaus – uitgebreid of augmented product ............................................... 14
Productontwikkeling ........................................................................................... 14
Productlancering ................................................................................................ 14
R&D afdeling ...................................................................................................... 14
Productontwikkeling – stappenplan ...................................................................... 14
Productontwikkeling – 1 ideeën genereren ............................................................ 15
Product ontwikkeling: 2 ideeën onderzoeken ........................................................ 15
Productontwikkeling: 3 ideeën selecteren............................................................. 15
Productontwikkeling: 4 concept ontwikkelen & testen ........................................... 16
Productontwikkeling: 5 omgevingsanalyse ............................................................ 16
Productontwikkeling; 6 product testen ................................................................. 16
Productontwikkeling: stap 7,8,9 ........................................................................... 16
Productlevenscyclus ........................................................................................... 17
Doel van marketing? ........................................................................................... 17
Wat is Early adopter? .......................................................................................... 17
Groeifase (product word bekend) ......................................................................... 17
Wat is USP .......................................................................................................... 17
Volwassenheidsfase (groei vertraagt) ................................................................... 18
Vervalfase (laatste fase van product) .................................................................... 18
Soorten producten .............................................................................................. 18
Assortimentbeleid .............................................................................................. 20
Verpakking (3 niveaus) ........................................................................................ 21
Belangrijk marketinginstrument ........................................................................... 21
Aspecten van verpakking ..................................................................................... 21
Hoofstuk 6: Het distributiebeleid ............................................................................. 22
Wat is bedrijfskolom? .......................................................................................... 22
Marketingprincipes 1ste jaar
,Inhoudsopgave
Hoofstuk 1: Inleiding en begrip marketing ................................................................... 5
Wat is marketing? ................................................................................................. 5
Definitie van marketing: ......................................................................................... 5
Het doel van ondernemen is: ................................................................................. 5
Doen non – profit organisatie aan marketing? .......................................................... 5
Marketingmix 4p’s ................................................................................................. 5
Goederen en diensten ........................................................................................... 5
Missie – Visie – Doel .............................................................................................. 6
Stap 1: SWOT – analyse ......................................................................................... 6
Stap 2: Doelstellingen bepalen (SMART) ................................................................. 6
Stap 3: De groeistrategie ........................................................................................ 6
Het 4C- model ..................................................................................................... 7
CRM of Customer Relationship Management .......................................................... 7
Marketing vs Verkoopconcept ................................................................................ 7
ROI (Return on Investment) .................................................................................... 7
Verschil tussen behoefte en verlangen ................................................................... 7
Wat is een transactie? ........................................................................................... 7
Wat is Demarketing? ............................................................................................. 7
Hoofstuk 2: Het koopgedrag van consumenten ........................................................... 8
Wat is consumenten markt? .................................................................................. 8
Wat is koopgedrag? ............................................................................................... 8
Aankoopbeslissingen ............................................................................................ 8
Kenmerken van de consument (CSPP) .................................................................... 8
Piramide van maslow ............................................................................................ 9
Het besluitvormingsproces van de consument ...................................................... 10
De 4 factoren om de betrokkenheid te verhogen .................................................... 10
Het beslissingsproces (OZAKAG).......................................................................... 10
Customer journey (FUNNEL) ................................................................................ 11
Wie is je klant? .................................................................................................... 11
Hoofstuk 4: Het productbeleid ................................................................................ 13
Product niveaus .................................................................................................. 13
, Wat is een product? ............................................................................................ 13
Het product: goederen/ diensten ......................................................................... 13
Wat is het verschil tussen goederen en diensten ................................................... 13
Wat zijn de product niveaus? (KWU) ..................................................................... 13
Productniveaus – kernvoordeel of core benefit ...................................................... 13
Productniveaus – werkelijke of actual product....................................................... 14
Productniveaus – uitgebreid of augmented product ............................................... 14
Productontwikkeling ........................................................................................... 14
Productlancering ................................................................................................ 14
R&D afdeling ...................................................................................................... 14
Productontwikkeling – stappenplan ...................................................................... 14
Productontwikkeling – 1 ideeën genereren ............................................................ 15
Product ontwikkeling: 2 ideeën onderzoeken ........................................................ 15
Productontwikkeling: 3 ideeën selecteren............................................................. 15
Productontwikkeling: 4 concept ontwikkelen & testen ........................................... 16
Productontwikkeling: 5 omgevingsanalyse ............................................................ 16
Productontwikkeling; 6 product testen ................................................................. 16
Productontwikkeling: stap 7,8,9 ........................................................................... 16
Productlevenscyclus ........................................................................................... 17
Doel van marketing? ........................................................................................... 17
Wat is Early adopter? .......................................................................................... 17
Groeifase (product word bekend) ......................................................................... 17
Wat is USP .......................................................................................................... 17
Volwassenheidsfase (groei vertraagt) ................................................................... 18
Vervalfase (laatste fase van product) .................................................................... 18
Soorten producten .............................................................................................. 18
Assortimentbeleid .............................................................................................. 20
Verpakking (3 niveaus) ........................................................................................ 21
Belangrijk marketinginstrument ........................................................................... 21
Aspecten van verpakking ..................................................................................... 21
Hoofstuk 6: Het distributiebeleid ............................................................................. 22
Wat is bedrijfskolom? .......................................................................................... 22
