SAMENVATTING
MARKETING&STRATEGIE
Fien Peerenbooms
2DE BACHELOR HANDELSWETENSCHAPPEN 2021-2022
,Marketing en strategie Peerenbooms Fien
1
,Marketing en strategie Peerenbooms Fien
Inhoudsopgave
INLEIDING MARKETING EN STRATEGIE ............................................................................................................4
HOOFDSTUK 1: MARKETING ............................................................................................................................4
1.1 WAT IS MARKETING? ..................................................................................................................................... 4
1.2 HET MARKETINGPROCES................................................................................................................................ 5
1.3 MARKETINGMANAGEMENTCONCEPTEN ....................................................................................................... 7
.......................................................................................................................................................................8
HOOFDSTUK 2: BEDRIJFS- EN MARKETINGSTRATEGIE......................................................................................9
2.1 STRATEGISCHE PLANNING VOOR HET HELE BEDRIJF: DE ROL VAN MARKETING .................................................... 9
2.2 DE MARKETING PLANNEN: SAMENWERKINGSVERBANDEN AANGAAN OM KLANTENRELATIES OP TE BOUWEN ................. 11
2.3 MARKETINGSTRATEGIE EN MARKETINGMIX ................................................................................................ 12
2.4 HET MANAGEMENT VAN DE MARKETINGINSPANNING ............................................................................... 12
HOOFDSTUK 12: MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN ........................................................... 13
12.2 MAATSCHAPPELIJKE BEDENKINGEN TEGEN MARKETING .......................................................................... 13
12.3 ACTIES VAN BURGERS EN DE OVERHEID OM MARKETING TE REGULEREN................................................. 13
12.4 MAATREGELEN IN HET BEDRIJFSLEVEN TEN BEHOEVE VAN MAATSCHAPPELIJK VERANTWOORDE
MARKETING ....................................................................................................................................................... 13
HOOFDSTUK 3: MARKETINGOMGEVING........................................................................................................ 14
3.1 MICRO-OMGEVING VAN HET BEDRIJF.......................................................................................................... 15
3.2 MESO-OMGEVING VAN HET BEDRIJF ........................................................................................................... 16
3.3 MACRO-OMGEVING VAN HET BEDRIJF ........................................................................................................ 17
3.4 OMGAAN MET DE MARKETINGOMGEVING ................................................................................................. 18
HOOFDSTUK 4: MARKTONDERZOEK .............................................................................................................. 19
4.1 BEHOEFTE AAN MARKETINGINFORMATIE VASTSTELLEN ............................................................................. 19
4.2 MARKETINGINFORMATIE VERZAMELEN ...................................................................................................... 19
4.2.1 SOORTEN DATA ......................................................................................................................................... 20
4.3 HET MARKETINGONDERZOEKPROCES ......................................................................................................... 21
HOOFDSTUK 5: KOOPGEDRAG VAN CONSUMENTEN EN BEDRIJVEN .............................................................. 23
5.1 CONSUMENTENMARKTEN EN KOOPGEDRAG VAN CONSUMENTEN ........................................................... 23
5.2 BUSINESS-TO-BUSINESSMAKRTEN EN KOOPGEDRAG VAN ORGANISATIES ................................................. 28
5.3 CONSUMER-TO-CONSUMER (C2C)............................................................................................................... 29
HOOFDSTUK 6: MARKTSEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ....................................... 30
6.1. MARKTSEGMENTATIE ................................................................................................................................. 30
6.2 KEUZE UIT DOELGROEP ................................................................................................................................ 32
6.3 POSITIONERING OM CONCURRENTIEVOORDEEL TE BEHALEN .................................................................... 33
HOOFDSTUK 7: PRODUCT, DIENSTEN EN MERKENSTRATEGIE ........................................................................ 35
........................................................................................................................................................................... 35
........................................................................................................................................................................... 35
7.1 WAT IS EEN PRODUCT .................................................................................................................................. 35
7.2 PRODUCT- EN DIENSTBESLISSINGEN ............................................................................................................ 37
7.3 MARKETING VAN DIENSTEN......................................................................................................................... 38
7.4 MERKENSTRATEGIE...................................................................................................................................... 40
7.5 STRATEGIE VOOR HET ONTWIKKLEN VAN NIEUWE PRODUCTEN................................................................. 43
7.6 PRODUCTLEVENSCYCLUSSTRATEGIEËN ....................................................................................................... 45
HOOFDSTUK 8: PRIJSBELEID .......................................................................................................................... 46
8.1 WAT IS PRIJS? ............................................................................................................................................... 46
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, Marketing en strategie Peerenbooms Fien
8.2 FACTOREN DIE VAN BELANG ZIJN BIJ DE PRIJSZETTING ................................................................................ 46
8.3 ALGEMENE PRIJSMETHODE ......................................................................................................................... 49
8.4 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN ......................................................................................... 50
8.5 PRIJSSTRATEGIEËN VOOR HET ASSORTIMENT ............................................................................................. 51
8.6 PRIJSAANPASSINGSSTRATEGIEËN ................................................................................................................ 51
HOOFDSTUK 9: DISTRIBUTIEBELEID (PLAATS) ................................................................................................ 53
9.1 SUPPLY CHAIN MANAGEMENT .................................................................................................................... 53
9.2 AARD EN BELANG VAN DISTRIBUTIEKANALEN ............................................................................................. 54
9.3 GEDRAG EN ORGANISATIE VAN DISTRIBUTIEKANALEN................................................................................ 55
9.4 KANAALONTWERPBESLISSINGEN ................................................................................................................ 57
9.6 DETAILHANDEL............................................................................................................................................. 58
9.7 WEBSHOP..................................................................................................................................................... 61
9.8 GROOTHANDEL ............................................................................................................................................ 61
HOOFDSTUK 10: (PROMOTIE) MARKETINGCOMMUNICATIE.......................................................................... 62
10.1 MARKETINGCOMMUNICATIEMIX (=PROMOTIEMIX)...................................................................................... 62
10.2 TOTALE COMMUNICATIEMIX ..................................................................................................................... 63
10.3 PROMOTIE-INSTRUMENTEN ...................................................................................................................... 64
10.3 ONLINE MARKETING .................................................................................................................................. 65
10.4 SALES PROMOTION .................................................................................................................................... 65
10.5 PUBLIC RELATIONS ..................................................................................................................................... 65
10.4 DIRECT MARKETING ................................................................................................................................... 71
10.5 ONLINE MARKETING .................................................................................................................................. 72
10.6 COMMUNIACTIESTRATEGIE ....................................................................................................................... 74
3
MARKETING&STRATEGIE
Fien Peerenbooms
2DE BACHELOR HANDELSWETENSCHAPPEN 2021-2022
,Marketing en strategie Peerenbooms Fien
1
,Marketing en strategie Peerenbooms Fien
Inhoudsopgave
INLEIDING MARKETING EN STRATEGIE ............................................................................................................4
HOOFDSTUK 1: MARKETING ............................................................................................................................4
1.1 WAT IS MARKETING? ..................................................................................................................................... 4
1.2 HET MARKETINGPROCES................................................................................................................................ 5
1.3 MARKETINGMANAGEMENTCONCEPTEN ....................................................................................................... 7
.......................................................................................................................................................................8
HOOFDSTUK 2: BEDRIJFS- EN MARKETINGSTRATEGIE......................................................................................9
2.1 STRATEGISCHE PLANNING VOOR HET HELE BEDRIJF: DE ROL VAN MARKETING .................................................... 9
2.2 DE MARKETING PLANNEN: SAMENWERKINGSVERBANDEN AANGAAN OM KLANTENRELATIES OP TE BOUWEN ................. 11
2.3 MARKETINGSTRATEGIE EN MARKETINGMIX ................................................................................................ 12
2.4 HET MANAGEMENT VAN DE MARKETINGINSPANNING ............................................................................... 12
HOOFDSTUK 12: MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN ........................................................... 13
12.2 MAATSCHAPPELIJKE BEDENKINGEN TEGEN MARKETING .......................................................................... 13
12.3 ACTIES VAN BURGERS EN DE OVERHEID OM MARKETING TE REGULEREN................................................. 13
12.4 MAATREGELEN IN HET BEDRIJFSLEVEN TEN BEHOEVE VAN MAATSCHAPPELIJK VERANTWOORDE
MARKETING ....................................................................................................................................................... 13
HOOFDSTUK 3: MARKETINGOMGEVING........................................................................................................ 14
3.1 MICRO-OMGEVING VAN HET BEDRIJF.......................................................................................................... 15
3.2 MESO-OMGEVING VAN HET BEDRIJF ........................................................................................................... 16
3.3 MACRO-OMGEVING VAN HET BEDRIJF ........................................................................................................ 17
3.4 OMGAAN MET DE MARKETINGOMGEVING ................................................................................................. 18
HOOFDSTUK 4: MARKTONDERZOEK .............................................................................................................. 19
4.1 BEHOEFTE AAN MARKETINGINFORMATIE VASTSTELLEN ............................................................................. 19
4.2 MARKETINGINFORMATIE VERZAMELEN ...................................................................................................... 19
4.2.1 SOORTEN DATA ......................................................................................................................................... 20
4.3 HET MARKETINGONDERZOEKPROCES ......................................................................................................... 21
HOOFDSTUK 5: KOOPGEDRAG VAN CONSUMENTEN EN BEDRIJVEN .............................................................. 23
5.1 CONSUMENTENMARKTEN EN KOOPGEDRAG VAN CONSUMENTEN ........................................................... 23
5.2 BUSINESS-TO-BUSINESSMAKRTEN EN KOOPGEDRAG VAN ORGANISATIES ................................................. 28
5.3 CONSUMER-TO-CONSUMER (C2C)............................................................................................................... 29
HOOFDSTUK 6: MARKTSEGMENTATIE, DOELGROEPBEPALING EN POSITIONERING ....................................... 30
6.1. MARKTSEGMENTATIE ................................................................................................................................. 30
6.2 KEUZE UIT DOELGROEP ................................................................................................................................ 32
6.3 POSITIONERING OM CONCURRENTIEVOORDEEL TE BEHALEN .................................................................... 33
HOOFDSTUK 7: PRODUCT, DIENSTEN EN MERKENSTRATEGIE ........................................................................ 35
........................................................................................................................................................................... 35
........................................................................................................................................................................... 35
7.1 WAT IS EEN PRODUCT .................................................................................................................................. 35
7.2 PRODUCT- EN DIENSTBESLISSINGEN ............................................................................................................ 37
7.3 MARKETING VAN DIENSTEN......................................................................................................................... 38
7.4 MERKENSTRATEGIE...................................................................................................................................... 40
7.5 STRATEGIE VOOR HET ONTWIKKLEN VAN NIEUWE PRODUCTEN................................................................. 43
7.6 PRODUCTLEVENSCYCLUSSTRATEGIEËN ....................................................................................................... 45
HOOFDSTUK 8: PRIJSBELEID .......................................................................................................................... 46
8.1 WAT IS PRIJS? ............................................................................................................................................... 46
2
, Marketing en strategie Peerenbooms Fien
8.2 FACTOREN DIE VAN BELANG ZIJN BIJ DE PRIJSZETTING ................................................................................ 46
8.3 ALGEMENE PRIJSMETHODE ......................................................................................................................... 49
8.4 PRIJSSTRATEGIEËN VOOR NIEUWE PRODUCTEN ......................................................................................... 50
8.5 PRIJSSTRATEGIEËN VOOR HET ASSORTIMENT ............................................................................................. 51
8.6 PRIJSAANPASSINGSSTRATEGIEËN ................................................................................................................ 51
HOOFDSTUK 9: DISTRIBUTIEBELEID (PLAATS) ................................................................................................ 53
9.1 SUPPLY CHAIN MANAGEMENT .................................................................................................................... 53
9.2 AARD EN BELANG VAN DISTRIBUTIEKANALEN ............................................................................................. 54
9.3 GEDRAG EN ORGANISATIE VAN DISTRIBUTIEKANALEN................................................................................ 55
9.4 KANAALONTWERPBESLISSINGEN ................................................................................................................ 57
9.6 DETAILHANDEL............................................................................................................................................. 58
9.7 WEBSHOP..................................................................................................................................................... 61
9.8 GROOTHANDEL ............................................................................................................................................ 61
HOOFDSTUK 10: (PROMOTIE) MARKETINGCOMMUNICATIE.......................................................................... 62
10.1 MARKETINGCOMMUNICATIEMIX (=PROMOTIEMIX)...................................................................................... 62
10.2 TOTALE COMMUNICATIEMIX ..................................................................................................................... 63
10.3 PROMOTIE-INSTRUMENTEN ...................................................................................................................... 64
10.3 ONLINE MARKETING .................................................................................................................................. 65
10.4 SALES PROMOTION .................................................................................................................................... 65
10.5 PUBLIC RELATIONS ..................................................................................................................................... 65
10.4 DIRECT MARKETING ................................................................................................................................... 71
10.5 ONLINE MARKETING .................................................................................................................................. 72
10.6 COMMUNIACTIESTRATEGIE ....................................................................................................................... 74
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