SAMENVATTING
MARKETINGMANAGEMENT
Inleiding tot marketing en het marketingproces................................................................6
Definitie van marketing................................................................................................... 6
Ontstaan van marketing................................................................................................. 6
Korte herhaling............................................................................................................... 6
Marketing VS Sales......................................................................................................... 7
Marketing en sales concept............................................................................................ 7
Productlevenscyclus (PLC).............................................................................................. 8
The Product life cycle (dit is super belangrijk).................................................................9
De adoptiecyclus........................................................................................................... 11
De instrumenten voor marketeers................................................................................12
Service Blueprint........................................................................................................... 14
Tunnelvisie & gebrek aan innovatie (Goed lezen).........................................................15
Killer Apps & innovatie.................................................................................................. 15
Marketinggedreven organisatie (MO) vs Productgedreven organisatie (PO).................15
Marketing in different environments – één concept, meerdere toepassingen...............16
Link met marketing – vs productgedreven organisaties................................................17
The Services Marketing Triangle (dienstenomgeving)...................................................17
Customer Involvement in the Buying Decision (EXMV)!................................................20
Belang van geïntegreerde communicatie met stakeholders in de frontline..................22
Push vs Pull Strategy..................................................................................................... 25
Pull strategy............................................................................................................... 25
Push strategy............................................................................................................. 26
Link met ‘Hierarchy of Effects’...................................................................................26
Verschuivingen in marketingmanagement................................................................28
Segmentation – Targeting - Positioning............................................................................32
STP - model................................................................................................................... 32
Stappen in marktsegmentatie, targeting en positionering............................................32
Vereisten voor effectieve segmentatie.........................................................................32
De 3 targetingstrategieën............................................................................................. 33
Undifferentiated Marketing (ongedesgementeerd / massamarketing).......................33
Concentrated marketing (geconcentreerd / niche)....................................................34
Differentiated marketing (gedifferentieerd)...............................................................34
Puratos- case (chocolademarkt)....................................................................................34
,Typology of segmentation............................................................................................. 35
Segmentation by usage and commitment....................................................................36
Wie koopt @ Aldi (matrix) ? – Case...............................................................................36
Case discounter: klantenprofiel.....................................................................................37
Demografic segmentation.......................................................................................... 37
Barrières en Voordelen................................................................................................. 38
Hoe marketing barrières oplost:....................................................................................38
Case / Voorbeeld: Porsche............................................................................................40
Psychographics & Lifestyle Segmentation....................................................................40
Interne factoren consumentengedrag........................................................................41
Benefit Segmentation................................................................................................... 41
Lifestyle segmentation – Case “Female car drivers”.....................................................42
B2B marketing segmentatie.......................................................................................... 42
Case: Sip Well – waterkoelermarkt................................................................................42
Grote case: Auto Insurance Market interessant EXMV...................................................43
Steps in Market Segmentation, Targeting & Positioning (STP-model)...........................44
Prioritizing Target Segments.........................................................................................45
Evaluating Market Segments........................................................................................45
Segment Evaluation Matrix........................................................................................... 45
Differentiation vs Positioning........................................................................................46
Voorbeelden van zwakke positionering.........................................................................46
Keys to successful positioning......................................................................................47
Fundamental Positioning Themes.................................................................................47
Ad in Context – voorbeelden......................................................................................47
Case Re-Branding Bernard-Massard..............................................................................48
De markt.................................................................................................................... 48
De concurrentie......................................................................................................... 48
De huidige positionering............................................................................................ 48
SWOT-analyse............................................................................................................ 49
De uitdaging.............................................................................................................. 49
Repositioning............................................................................................................. 49
Nieuwe identiteit........................................................................................................ 49
Case BMB (Custom Made Skis & Boards)......................................................................50
Het bedrijf.................................................................................................................. 50
Segmentatie............................................................................................................. 50
Positionering & marketingmix....................................................................................51
Case MBRACE................................................................................................................ 51
Marketingtoepassing.................................................................................................. 51
,Industrie-analyse.............................................................................................................. 52
Wat is het en waarom? Zie foto....................................................................................52
Porter model: de 5 krachten......................................................................................... 52
Toetredingsdrempels.................................................................................................... 53
Reacties van bestaande concurrenten..........................................................................54
“Launch the product of the new generation”.............................................................54
Brand repositioning....................................................................................................... 54
Klanten en leveranciers: macht in de keten..................................................................55
Waarvan hangt macht af?..........................................................................................55
Substituten................................................................................................................... 55
Rivaliteit in de sector.................................................................................................... 56
Exit-barrières................................................................................................................ 56
Relatie tussen intrede/uitrede en winstgevendheid......................................................56
Concurrentie als proces: 4 concurrentiekrachten..........................................................57
Concurrentie versus rentabiliteit...................................................................................57
Hoe (strategisch) voordeel halen uit concurrentie?.......................................................57
Stabiliteit in een industrie waarborgen.........................................................................58
Overzicht strategisch management..............................................................................58
Externe analyse (outside-in)......................................................................................58
Concurrentieanalyse.................................................................................................. 59
Marktanalyse............................................................................................................. 59
Omgevingsanalyse (PEST/STEP).................................................................................59
Interne analyse (inside-out).......................................................................................59
Strategieformulering.................................................................................................. 59
Prestatiemaatstaven.................................................................................................. 62
Competitive vereisten................................................................................................ 62
Product & strategie.................................................................................................... 62
Case Chiquita – Product Portfolio..................................................................................63
Product Life Cycle (PLC)................................................................................................63
Wat is Mass Customization?..........................................................................................64
Mass Customization vs Kost..........................................................................................64
Vereisten om mass customizer te worden....................................................................65
Impact op functionele afdelingen..................................................................................65
Stages of Mass Customization.......................................................................................65
Potentiële nadelen........................................................................................................ 66
BCG Matrix (Boston Consulting Group Matrix)...............................................................67
Wat is de BCG-matrix?...............................................................................................67
De twee assen (zeer belangrijk!)...............................................................................67
, De vier kwadranten (dit moet je PERFECT kennen)....................................................67
De LOGICA achter de BCG-matrix (superbelangrijk!).................................................69
Link met Chiquita (examengericht!)..........................................................................69
Product Mix – Product Line – Product Depth..................................................................69
Product Adaptation bij nieuwe markten.....................................................................69
New – Product Development............................................................................................70
Redenen voor falen van nieuwe producten...................................................................70
Wat moeten we hieruit leren?....................................................................................70
Hoe verhoog je het succes van nieuwe producten?......................................................71
Het New Product Development (NPD) proces – overzicht..............................................71
Stap 1 – Idea Generation...........................................................................................71
Stap 2 – Idea Screening.............................................................................................71
Stap 3 – Concept Development & Testing..................................................................72
Stap 4 – Marketing Strategy.......................................................................................72
STAP 5 – BUSINESS ANALYSIS – heel belangrijk.........................................................72
Stap 6 – Product Development...................................................................................72
Stap 7 & 8 – Test Marketing & Commercialization.....................................................73
Speeding up New Product Development.......................................................................73
Entry Timing Strategy: Waterfall vs Sprinkler...............................................................73
Diffusion Pattern – S-shaped curve...............................................................................74
Positioning.................................................................................................................... 75
Elements of Positioning..............................................................................................75
Strategic Pricing............................................................................................................... 75
Prijsobjectieven............................................................................................................. 76
Penetration pricing..................................................................................................... 76
Price skimming.......................................................................................................... 77
Waarom penetration soms zéér goed werkt..............................................................77
Prijs-kwaliteitstrategie...............................................................................................77
Krachten die prijs beïnvloeden......................................................................................78
Concurrentiereacties & prijsleiderschap....................................................................78
Overzicht prijsstrategieën..........................................................................................78
Mark-up pricing............................................................................................................. 78
Marginal Cost Pricing.................................................................................................... 79
Kostengerichte prijszetting – kritiek..............................................................................80
Prijstactiek: wanneer, wie, hoe.....................................................................................80
Impact van kortingen.................................................................................................... 80
Wat zijn prijsoorlogen?..................................................................................................81
Reacties op prijsuitdagingen.........................................................................................81
MARKETINGMANAGEMENT
Inleiding tot marketing en het marketingproces................................................................6
Definitie van marketing................................................................................................... 6
Ontstaan van marketing................................................................................................. 6
Korte herhaling............................................................................................................... 6
Marketing VS Sales......................................................................................................... 7
Marketing en sales concept............................................................................................ 7
Productlevenscyclus (PLC).............................................................................................. 8
The Product life cycle (dit is super belangrijk).................................................................9
De adoptiecyclus........................................................................................................... 11
De instrumenten voor marketeers................................................................................12
Service Blueprint........................................................................................................... 14
Tunnelvisie & gebrek aan innovatie (Goed lezen).........................................................15
Killer Apps & innovatie.................................................................................................. 15
Marketinggedreven organisatie (MO) vs Productgedreven organisatie (PO).................15
Marketing in different environments – één concept, meerdere toepassingen...............16
Link met marketing – vs productgedreven organisaties................................................17
The Services Marketing Triangle (dienstenomgeving)...................................................17
Customer Involvement in the Buying Decision (EXMV)!................................................20
Belang van geïntegreerde communicatie met stakeholders in de frontline..................22
Push vs Pull Strategy..................................................................................................... 25
Pull strategy............................................................................................................... 25
Push strategy............................................................................................................. 26
Link met ‘Hierarchy of Effects’...................................................................................26
Verschuivingen in marketingmanagement................................................................28
Segmentation – Targeting - Positioning............................................................................32
STP - model................................................................................................................... 32
Stappen in marktsegmentatie, targeting en positionering............................................32
Vereisten voor effectieve segmentatie.........................................................................32
De 3 targetingstrategieën............................................................................................. 33
Undifferentiated Marketing (ongedesgementeerd / massamarketing).......................33
Concentrated marketing (geconcentreerd / niche)....................................................34
Differentiated marketing (gedifferentieerd)...............................................................34
Puratos- case (chocolademarkt)....................................................................................34
,Typology of segmentation............................................................................................. 35
Segmentation by usage and commitment....................................................................36
Wie koopt @ Aldi (matrix) ? – Case...............................................................................36
Case discounter: klantenprofiel.....................................................................................37
Demografic segmentation.......................................................................................... 37
Barrières en Voordelen................................................................................................. 38
Hoe marketing barrières oplost:....................................................................................38
Case / Voorbeeld: Porsche............................................................................................40
Psychographics & Lifestyle Segmentation....................................................................40
Interne factoren consumentengedrag........................................................................41
Benefit Segmentation................................................................................................... 41
Lifestyle segmentation – Case “Female car drivers”.....................................................42
B2B marketing segmentatie.......................................................................................... 42
Case: Sip Well – waterkoelermarkt................................................................................42
Grote case: Auto Insurance Market interessant EXMV...................................................43
Steps in Market Segmentation, Targeting & Positioning (STP-model)...........................44
Prioritizing Target Segments.........................................................................................45
Evaluating Market Segments........................................................................................45
Segment Evaluation Matrix........................................................................................... 45
Differentiation vs Positioning........................................................................................46
Voorbeelden van zwakke positionering.........................................................................46
Keys to successful positioning......................................................................................47
Fundamental Positioning Themes.................................................................................47
Ad in Context – voorbeelden......................................................................................47
Case Re-Branding Bernard-Massard..............................................................................48
De markt.................................................................................................................... 48
De concurrentie......................................................................................................... 48
De huidige positionering............................................................................................ 48
SWOT-analyse............................................................................................................ 49
De uitdaging.............................................................................................................. 49
Repositioning............................................................................................................. 49
Nieuwe identiteit........................................................................................................ 49
Case BMB (Custom Made Skis & Boards)......................................................................50
Het bedrijf.................................................................................................................. 50
Segmentatie............................................................................................................. 50
Positionering & marketingmix....................................................................................51
Case MBRACE................................................................................................................ 51
Marketingtoepassing.................................................................................................. 51
,Industrie-analyse.............................................................................................................. 52
Wat is het en waarom? Zie foto....................................................................................52
Porter model: de 5 krachten......................................................................................... 52
Toetredingsdrempels.................................................................................................... 53
Reacties van bestaande concurrenten..........................................................................54
“Launch the product of the new generation”.............................................................54
Brand repositioning....................................................................................................... 54
Klanten en leveranciers: macht in de keten..................................................................55
Waarvan hangt macht af?..........................................................................................55
Substituten................................................................................................................... 55
Rivaliteit in de sector.................................................................................................... 56
Exit-barrières................................................................................................................ 56
Relatie tussen intrede/uitrede en winstgevendheid......................................................56
Concurrentie als proces: 4 concurrentiekrachten..........................................................57
Concurrentie versus rentabiliteit...................................................................................57
Hoe (strategisch) voordeel halen uit concurrentie?.......................................................57
Stabiliteit in een industrie waarborgen.........................................................................58
Overzicht strategisch management..............................................................................58
Externe analyse (outside-in)......................................................................................58
Concurrentieanalyse.................................................................................................. 59
Marktanalyse............................................................................................................. 59
Omgevingsanalyse (PEST/STEP).................................................................................59
Interne analyse (inside-out).......................................................................................59
Strategieformulering.................................................................................................. 59
Prestatiemaatstaven.................................................................................................. 62
Competitive vereisten................................................................................................ 62
Product & strategie.................................................................................................... 62
Case Chiquita – Product Portfolio..................................................................................63
Product Life Cycle (PLC)................................................................................................63
Wat is Mass Customization?..........................................................................................64
Mass Customization vs Kost..........................................................................................64
Vereisten om mass customizer te worden....................................................................65
Impact op functionele afdelingen..................................................................................65
Stages of Mass Customization.......................................................................................65
Potentiële nadelen........................................................................................................ 66
BCG Matrix (Boston Consulting Group Matrix)...............................................................67
Wat is de BCG-matrix?...............................................................................................67
De twee assen (zeer belangrijk!)...............................................................................67
, De vier kwadranten (dit moet je PERFECT kennen)....................................................67
De LOGICA achter de BCG-matrix (superbelangrijk!).................................................69
Link met Chiquita (examengericht!)..........................................................................69
Product Mix – Product Line – Product Depth..................................................................69
Product Adaptation bij nieuwe markten.....................................................................69
New – Product Development............................................................................................70
Redenen voor falen van nieuwe producten...................................................................70
Wat moeten we hieruit leren?....................................................................................70
Hoe verhoog je het succes van nieuwe producten?......................................................71
Het New Product Development (NPD) proces – overzicht..............................................71
Stap 1 – Idea Generation...........................................................................................71
Stap 2 – Idea Screening.............................................................................................71
Stap 3 – Concept Development & Testing..................................................................72
Stap 4 – Marketing Strategy.......................................................................................72
STAP 5 – BUSINESS ANALYSIS – heel belangrijk.........................................................72
Stap 6 – Product Development...................................................................................72
Stap 7 & 8 – Test Marketing & Commercialization.....................................................73
Speeding up New Product Development.......................................................................73
Entry Timing Strategy: Waterfall vs Sprinkler...............................................................73
Diffusion Pattern – S-shaped curve...............................................................................74
Positioning.................................................................................................................... 75
Elements of Positioning..............................................................................................75
Strategic Pricing............................................................................................................... 75
Prijsobjectieven............................................................................................................. 76
Penetration pricing..................................................................................................... 76
Price skimming.......................................................................................................... 77
Waarom penetration soms zéér goed werkt..............................................................77
Prijs-kwaliteitstrategie...............................................................................................77
Krachten die prijs beïnvloeden......................................................................................78
Concurrentiereacties & prijsleiderschap....................................................................78
Overzicht prijsstrategieën..........................................................................................78
Mark-up pricing............................................................................................................. 78
Marginal Cost Pricing.................................................................................................... 79
Kostengerichte prijszetting – kritiek..............................................................................80
Prijstactiek: wanneer, wie, hoe.....................................................................................80
Impact van kortingen.................................................................................................... 80
Wat zijn prijsoorlogen?..................................................................................................81
Reacties op prijsuitdagingen.........................................................................................81
