KU Leuven Schakelprogramma Handelswetenschappen 2020-2021
,Inhoudsopgave
Hoofdstuk 1: inleiding tot het marketingproces.....................................................................................5
Marketingproces:...............................................................................................................................5
Analyse...........................................................................................................................................5
Een marketingstrategie formuleren................................................................................................7
Marketing implementeren en evalueren........................................................................................8
Veranderende marketinglandschap: verschillende concepten in marktgerichtheid......................8
Hoofdstuk 2: de economische omgeving................................................................................................9
Hoofdstuk 3: Marktonderzoek..............................................................................................................10
De marktvraag bepalen....................................................................................................................13
Specifieke toepassingen van marktonderzoek.................................................................................14
Hoofdstuk 4: consumentengedrag.......................................................................................................14
Factoren die consumentengedrag beïnvloeden: Marketing heeft geen invloed op deze factoren
maar moet er wel rekening mee houden.........................................................................................15
Besluitvormingsproces consument: koopgedrag hangt af van type product....................................17
Hoofdstuk 5: B2B marketing.................................................................................................................20
Gastcollege Roland Geerts B2B............................................................................................................24
Deel I................................................................................................................................................24
Som 5 business markets strategy goals op:..................................................................................24
Som 5 componenten op van een goede B2B strategie:................................................................24
Wat is key bij B2B? Waarin verschilt dit met B2C?.......................................................................24
Som alle belangrijke key points bij B2B (verschillen met B2C):.....................................................24
Waar botsen B2B marketeers vooral tegenaan?..........................................................................24
Verschil Customer Journey en Sales Funnel Mapping..................................................................25
Klassieke buyer’s journey: activation............................................................................................26
De rol van websites nu.................................................................................................................26
Naar welke info zijn B2B kopers op zoek?....................................................................................27
Welke 5 tools kun je best inzetten bij “het identificeren en definiëren van de needs”?..............27
Welke 5 tools kun je best inzetten bij “het identificeren potentiële leveranciers”?.....................27
Welke 5 tools kun je best inzetten bij “de finale leveranciers selectie”?......................................27
Belangrijke conclusies hieruit?.....................................................................................................27
B2B Buyers persona’s...................................................................................................................28
Implicatie: verschillen in koopgedrag...........................................................................................28
Implicatie: timing on the shift.......................................................................................................29
Implicatie: 80% van de B2B sales interacties gaat via digitale kanalen tegen 2025......................29
1
, Hoe ga je om met deze trends/implicaties?.................................................................................29
De oude marketing funnel............................................................................................................30
De evolutie van search..................................................................................................................30
Buyers journey..............................................................................................................................30
Inbound marketing.......................................................................................................................30
Combineer buyers journey met sales funnel van inbound marketing..........................................31
Belangrijke begrippen (examen 2021)..........................................................................................31
Deel II...............................................................................................................................................33
Waar ligt de focus bij B2B? En B2C?.............................................................................................33
Waar lag vroeger de focus omtrent lead generation? En waar focussen wij vandaag vooral op? 33
Uitdagingen voor B2B generation?...............................................................................................33
Waarom is inbound en outbound belangrijk in B2B?...................................................................33
Wat is inbound lead generation?..................................................................................................33
Wat is outbound lead generation?...............................................................................................33
Conclusies.....................................................................................................................................33
Cases.............................................................................................................................................34
Wat is het verschil tussen micro en macro conversie?.................................................................34
Types mobile marketing:..............................................................................................................35
Cross channel mobile marketing strategie....................................................................................35
Wie is je doelgroep?.....................................................................................................................35
Stel de juiste doelen.....................................................................................................................35
Ontwikkel KPI’s.............................................................................................................................35
Cross Channel marketing strategie...............................................................................................35
DEEL III..............................................................................................................................................36
Responsive design........................................................................................................................36
Ontwikkel een mobile app strategy..............................................................................................36
Type apps was een examenvraag geweest!.................................................................................37
Types prijsstrategieën...................................................................................................................37
App Engagement Flow:.................................................................................................................37
Optimizing App Store Presence (searches)...................................................................................37
Mobile Metrics en ROI..................................................................................................................38
Mobiele app-formaten voor weergave.........................................................................................39
Belangrijke Mobile Advertising trends 2020.................................................................................39
Belangrijke Mobile Trends 2021...................................................................................................42
Mobile marketing is......................................................................................................................42
Hoofdstuk 8 klantgerichte marketing...................................................................................................43
2
, Marktsegmentatie voor consumentenmarkten................................................................................43
Segmentatie voor B2B-markten.......................................................................................................44
Segmentatie van internationale markten.........................................................................................44
Keuze van de doelgroep...................................................................................................................45
Differentiatie en positionering..........................................................................................................46
Hoofdstuk 9: product-, dienst-, en merkbeleid.....................................................................................49
Product.............................................................................................................................................49
Product -en dienstbeslissingen.........................................................................................................50
Productgroep beslissingen............................................................................................................50
Beslissingen over het assortiment................................................................................................51
Diensten...........................................................................................................................................51
Marketing van diensten....................................................................................................................51
Merkbeleid: sterke merken opbouwen............................................................................................53
Hoofdstuk 10: productontwikkeling en PLC..........................................................................................55
Ontwikkeling nieuwe producten...................................................................................................55
Het proces van de ontwikkeling van nieuwe producten...............................................................55
Het management van nieuwe productontwikkeling.....................................................................57
Productlevenscyclusbeleid...........................................................................................................57
H14: Geïntegreerde marketingcommunicatie......................................................................................60
Snel veranderend landschap marketingcommunicatie.................................................................60
Effectieve marketingcommunicatie..............................................................................................60
Communicatiemiddelen...............................................................................................................62
Promotiemix = reclame, sales promotion, pr en persoonlijke verkoop om doelstellingen te
bereiken........................................................................................................................................62
Promotiebudget samenstellen.....................................................................................................63
Direct marketing...........................................................................................................................64
Gastcollege Alexander Van Laer: CEO Poppy........................................................................................65
Hoofdstuk 11: Prijsbeleid......................................................................................................................66
Hoofdstuk 12: distributiebeleid............................................................................................................70
Hoofdstuk 13: Detailhandel en groothandel........................................................................................74
Aanvulling hoofdstuk 14: sponsoring...................................................................................................77
Warming up: SPONSORSCIENCEFICTION..........................................................................................77
EXPERIENCE MARKETING: REDBULLISERING VAN SPORTSPONSORING........................................77
De sponsor ‘match’.......................................................................................................................77
Globalisering & professionalisering..............................................................................................78
Kost exposure reclame/sponsoring?............................................................................................78
3
,Inhoudsopgave
Hoofdstuk 1: inleiding tot het marketingproces.....................................................................................5
Marketingproces:...............................................................................................................................5
Analyse...........................................................................................................................................5
Een marketingstrategie formuleren................................................................................................7
Marketing implementeren en evalueren........................................................................................8
Veranderende marketinglandschap: verschillende concepten in marktgerichtheid......................8
Hoofdstuk 2: de economische omgeving................................................................................................9
Hoofdstuk 3: Marktonderzoek..............................................................................................................10
De marktvraag bepalen....................................................................................................................13
Specifieke toepassingen van marktonderzoek.................................................................................14
Hoofdstuk 4: consumentengedrag.......................................................................................................14
Factoren die consumentengedrag beïnvloeden: Marketing heeft geen invloed op deze factoren
maar moet er wel rekening mee houden.........................................................................................15
Besluitvormingsproces consument: koopgedrag hangt af van type product....................................17
Hoofdstuk 5: B2B marketing.................................................................................................................20
Gastcollege Roland Geerts B2B............................................................................................................24
Deel I................................................................................................................................................24
Som 5 business markets strategy goals op:..................................................................................24
Som 5 componenten op van een goede B2B strategie:................................................................24
Wat is key bij B2B? Waarin verschilt dit met B2C?.......................................................................24
Som alle belangrijke key points bij B2B (verschillen met B2C):.....................................................24
Waar botsen B2B marketeers vooral tegenaan?..........................................................................24
Verschil Customer Journey en Sales Funnel Mapping..................................................................25
Klassieke buyer’s journey: activation............................................................................................26
De rol van websites nu.................................................................................................................26
Naar welke info zijn B2B kopers op zoek?....................................................................................27
Welke 5 tools kun je best inzetten bij “het identificeren en definiëren van de needs”?..............27
Welke 5 tools kun je best inzetten bij “het identificeren potentiële leveranciers”?.....................27
Welke 5 tools kun je best inzetten bij “de finale leveranciers selectie”?......................................27
Belangrijke conclusies hieruit?.....................................................................................................27
B2B Buyers persona’s...................................................................................................................28
Implicatie: verschillen in koopgedrag...........................................................................................28
Implicatie: timing on the shift.......................................................................................................29
Implicatie: 80% van de B2B sales interacties gaat via digitale kanalen tegen 2025......................29
1
, Hoe ga je om met deze trends/implicaties?.................................................................................29
De oude marketing funnel............................................................................................................30
De evolutie van search..................................................................................................................30
Buyers journey..............................................................................................................................30
Inbound marketing.......................................................................................................................30
Combineer buyers journey met sales funnel van inbound marketing..........................................31
Belangrijke begrippen (examen 2021)..........................................................................................31
Deel II...............................................................................................................................................33
Waar ligt de focus bij B2B? En B2C?.............................................................................................33
Waar lag vroeger de focus omtrent lead generation? En waar focussen wij vandaag vooral op? 33
Uitdagingen voor B2B generation?...............................................................................................33
Waarom is inbound en outbound belangrijk in B2B?...................................................................33
Wat is inbound lead generation?..................................................................................................33
Wat is outbound lead generation?...............................................................................................33
Conclusies.....................................................................................................................................33
Cases.............................................................................................................................................34
Wat is het verschil tussen micro en macro conversie?.................................................................34
Types mobile marketing:..............................................................................................................35
Cross channel mobile marketing strategie....................................................................................35
Wie is je doelgroep?.....................................................................................................................35
Stel de juiste doelen.....................................................................................................................35
Ontwikkel KPI’s.............................................................................................................................35
Cross Channel marketing strategie...............................................................................................35
DEEL III..............................................................................................................................................36
Responsive design........................................................................................................................36
Ontwikkel een mobile app strategy..............................................................................................36
Type apps was een examenvraag geweest!.................................................................................37
Types prijsstrategieën...................................................................................................................37
App Engagement Flow:.................................................................................................................37
Optimizing App Store Presence (searches)...................................................................................37
Mobile Metrics en ROI..................................................................................................................38
Mobiele app-formaten voor weergave.........................................................................................39
Belangrijke Mobile Advertising trends 2020.................................................................................39
Belangrijke Mobile Trends 2021...................................................................................................42
Mobile marketing is......................................................................................................................42
Hoofdstuk 8 klantgerichte marketing...................................................................................................43
2
, Marktsegmentatie voor consumentenmarkten................................................................................43
Segmentatie voor B2B-markten.......................................................................................................44
Segmentatie van internationale markten.........................................................................................44
Keuze van de doelgroep...................................................................................................................45
Differentiatie en positionering..........................................................................................................46
Hoofdstuk 9: product-, dienst-, en merkbeleid.....................................................................................49
Product.............................................................................................................................................49
Product -en dienstbeslissingen.........................................................................................................50
Productgroep beslissingen............................................................................................................50
Beslissingen over het assortiment................................................................................................51
Diensten...........................................................................................................................................51
Marketing van diensten....................................................................................................................51
Merkbeleid: sterke merken opbouwen............................................................................................53
Hoofdstuk 10: productontwikkeling en PLC..........................................................................................55
Ontwikkeling nieuwe producten...................................................................................................55
Het proces van de ontwikkeling van nieuwe producten...............................................................55
Het management van nieuwe productontwikkeling.....................................................................57
Productlevenscyclusbeleid...........................................................................................................57
H14: Geïntegreerde marketingcommunicatie......................................................................................60
Snel veranderend landschap marketingcommunicatie.................................................................60
Effectieve marketingcommunicatie..............................................................................................60
Communicatiemiddelen...............................................................................................................62
Promotiemix = reclame, sales promotion, pr en persoonlijke verkoop om doelstellingen te
bereiken........................................................................................................................................62
Promotiebudget samenstellen.....................................................................................................63
Direct marketing...........................................................................................................................64
Gastcollege Alexander Van Laer: CEO Poppy........................................................................................65
Hoofdstuk 11: Prijsbeleid......................................................................................................................66
Hoofdstuk 12: distributiebeleid............................................................................................................70
Hoofdstuk 13: Detailhandel en groothandel........................................................................................74
Aanvulling hoofdstuk 14: sponsoring...................................................................................................77
Warming up: SPONSORSCIENCEFICTION..........................................................................................77
EXPERIENCE MARKETING: REDBULLISERING VAN SPORTSPONSORING........................................77
De sponsor ‘match’.......................................................................................................................77
Globalisering & professionalisering..............................................................................................78
Kost exposure reclame/sponsoring?............................................................................................78
3
