Marketing Management
Inleiding tot marketing en het marketingproces
Segmentatie- targeting – positionering
Industrie analyse
Nieuw-product ontwikkeling
Strategische prijsstelling
Kanaal beheer
Klantintimiteit opbouwen
Inhoud
Inleiding tot marketing en het marketingproces....................................................................................4
Marketingmix 4p’s.............................................................................................................................4
Hoe is marketing ontstaan..................................................................................................................5
Definitie van marketing......................................................................................................................5
Marketing opnieuw uitgelegd.............................................................................................................5
Traditionele definitie..........................................................................................................................5
Marketing vs. Verkoop........................................................................................................................6
Marketing en sales concept................................................................................................................6
De productlevenscyclus......................................................................................................................6
Introductie:.....................................................................................................................................6
Groei:..............................................................................................................................................7
Maturiteit:......................................................................................................................................7
Verval:............................................................................................................................................7
De adoptiecyclus................................................................................................................................8
Conclusie:...........................................................................................................................................8
Introductie......................................................................................................................................9
Groei:..............................................................................................................................................9
Looptijd:..........................................................................................................................................9
De instrumenten voor marketeers.....................................................................................................9
Uitgebreide marketingmix voor diensten.........................................................................................10
Service blueprint components..........................................................................................................10
Marketing mindset...........................................................................................................................11
Limieten van marketing....................................................................................................................11
Marketing in verschillende omgeving...............................................................................................11
De dienstenmarketing driehoek.......................................................................................................12
Karaktereigenschappen van diensten...............................................................................................12
Betrokkenheid van de klant bij de koopbeslissing............................................................................13
, Lage betrokkenheid:.....................................................................................................................13
Hoge betrokkenheid:....................................................................................................................13
Belang van geïntegreerde communicatie met stakeholders in de frontlinie!...................................14
Push vs. pull strategie.......................................................................................................................14
Push strategie:..............................................................................................................................14
Pull strategie:................................................................................................................................14
Verschuivingen in marketingmanagement.......................................................................................15
Segmentatie – targeting – positionering..............................................................................................15
STP – model......................................................................................................................................15
Stappen in marktsegmentatie, targeting en positionering...............................................................15
Vereisten voor effectieve segmentatie.............................................................................................15
Wat zorgt voor een goede segmentatie model?..............................................................................16
Ongedifferentieerde marketing – geconcentreerd marketing – gedifferentieerde marketing.........16
Typologie van segmentatie?.............................................................................................................16
Segmentering op gebruik en inzet:...............................................................................................16
Demografische segmentatie:........................................................................................................17
Geografische segmentatie:...........................................................................................................18
Lifestyle segmentatie (motiverend):.............................................................................................19
BTB marketing..................................................................................................................................19
Voorbeeld SIP WELL..........................................................................................................................19
Voorbeeld DELL................................................................................................................................19
Oefening car fleet.............................................................................................................................19
Voorbeeld verzekeringsmarkt..........................................................................................................19
Business to business markets...........................................................................................................20
Segment evaluatie............................................................................................................................20
Aankoopmotivaties – hotels/ pharma..............................................................................................21
Slechts 4 aankoopmotieven..............................................................................................................21
Case re-branding Bernard massard..................................................................................................21
Case – BMB.......................................................................................................................................22
mission statement........................................................................................................................22
Segmentatie..................................................................................................................................23
Bulkmarkt.....................................................................................................................................23
Nichemarkt...................................................................................................................................23
Positionering.................................................................................................................................23
case- mbrace....................................................................................................................................23
Industrie analyse..................................................................................................................................23
, Porter model....................................................................................................................................24
Toetredingsdrempel.........................................................................................................................24
Mogelijke reacties van bestaande concurrenten..............................................................................25
Klanten en leveranciers....................................................................................................................25
Substituten.......................................................................................................................................26
Factoren die de rivaliteit beïnvloeden..............................................................................................26
Relatie tussen intreding, uittreding en winstgevendheid.................................................................26
Hoe kan men (strategisch gezien) voordeel halen uit de concurrentie?...........................................27
Hoe kan men de stabiliteit in een industrie waarborgen..................................................................27
Hoe kan men de stabiliteit in een industrie waarborgen..................................................................27
Nieuwe product ontwikkeling en product levenscyclus strategieën....................................................27
Drie niveaus van producten..............................................................................................................27
Product/service classificatie.............................................................................................................28
Product strategie..............................................................................................................................28
Marktpenetratie...........................................................................................................................28
Product ontwikkeling....................................................................................................................28
Marktontwikkeling........................................................................................................................28
Diversificatie.................................................................................................................................28
Mass customization..........................................................................................................................29
Vereisten op een mass customizer...................................................................................................29
Product portfolio: BCG matrix..........................................................................................................30
Product mix......................................................................................................................................31
Product standaardisatie of adaptation.............................................................................................31
Welke factoren moeten productaanpassing noodzakelijk maken bij het betreden van nieuwe
markten?..........................................................................................................................................31
Voorbeeld parker pen.......................................................................................................................31
Nieuw producten: failure rate..........................................................................................................31
Oorzaken van nieuwe producten die hebben gefaald......................................................................32
Nieuwe producten: reden van falen.................................................................................................32
Belangrijke stappen in het nieuwe producten proces......................................................................32
Stap 1: Idee generatie...................................................................................................................33
Stap 2: screening van het idee......................................................................................................33
Stap 3: testen................................................................................................................................33
Stap 4: marketingstrategie...........................................................................................................34
Stap 5&6: kosten bekijken en product ontwikkelen.....................................................................34
Stap 7: test marketing...................................................................................................................35
, Stap 8: product op de markt brengen...........................................................................................35
Product ontwikkeling versnellen......................................................................................................36
Strategie voor instaptiming..........................................................................................................36
Eén diffusiepatroon – mooi in balans...........................................................................................36
Welke factoren beïnvloeden de snelheid van stijgen...................................................................36
Productlevenscyclus.........................................................................................................................37
Elementen van positionering............................................................................................................37
Strategische prijsstelling.......................................................................................................................38
De prijszetting...................................................................................................................................38
Prijsobjectieven:...........................................................................................................................38
Prijszetting voor penetratie..........................................................................................................38
Prijs afromen................................................................................................................................39
Krachten die uw beleid beïnvloeden................................................................................................40
Strategische prijszetting....................................................................................................................40
Prijstactiek case................................................................................................................................41
Prijsoorlog........................................................................................................................................42
Reactie als iemand drastisch zijn prijs verlaagd................................................................................43
Inleiding tot marketing en het marketingproces
Marketingmix 4p’s
Product
Promotie
Inleiding tot marketing en het marketingproces
Segmentatie- targeting – positionering
Industrie analyse
Nieuw-product ontwikkeling
Strategische prijsstelling
Kanaal beheer
Klantintimiteit opbouwen
Inhoud
Inleiding tot marketing en het marketingproces....................................................................................4
Marketingmix 4p’s.............................................................................................................................4
Hoe is marketing ontstaan..................................................................................................................5
Definitie van marketing......................................................................................................................5
Marketing opnieuw uitgelegd.............................................................................................................5
Traditionele definitie..........................................................................................................................5
Marketing vs. Verkoop........................................................................................................................6
Marketing en sales concept................................................................................................................6
De productlevenscyclus......................................................................................................................6
Introductie:.....................................................................................................................................6
Groei:..............................................................................................................................................7
Maturiteit:......................................................................................................................................7
Verval:............................................................................................................................................7
De adoptiecyclus................................................................................................................................8
Conclusie:...........................................................................................................................................8
Introductie......................................................................................................................................9
Groei:..............................................................................................................................................9
Looptijd:..........................................................................................................................................9
De instrumenten voor marketeers.....................................................................................................9
Uitgebreide marketingmix voor diensten.........................................................................................10
Service blueprint components..........................................................................................................10
Marketing mindset...........................................................................................................................11
Limieten van marketing....................................................................................................................11
Marketing in verschillende omgeving...............................................................................................11
De dienstenmarketing driehoek.......................................................................................................12
Karaktereigenschappen van diensten...............................................................................................12
Betrokkenheid van de klant bij de koopbeslissing............................................................................13
, Lage betrokkenheid:.....................................................................................................................13
Hoge betrokkenheid:....................................................................................................................13
Belang van geïntegreerde communicatie met stakeholders in de frontlinie!...................................14
Push vs. pull strategie.......................................................................................................................14
Push strategie:..............................................................................................................................14
Pull strategie:................................................................................................................................14
Verschuivingen in marketingmanagement.......................................................................................15
Segmentatie – targeting – positionering..............................................................................................15
STP – model......................................................................................................................................15
Stappen in marktsegmentatie, targeting en positionering...............................................................15
Vereisten voor effectieve segmentatie.............................................................................................15
Wat zorgt voor een goede segmentatie model?..............................................................................16
Ongedifferentieerde marketing – geconcentreerd marketing – gedifferentieerde marketing.........16
Typologie van segmentatie?.............................................................................................................16
Segmentering op gebruik en inzet:...............................................................................................16
Demografische segmentatie:........................................................................................................17
Geografische segmentatie:...........................................................................................................18
Lifestyle segmentatie (motiverend):.............................................................................................19
BTB marketing..................................................................................................................................19
Voorbeeld SIP WELL..........................................................................................................................19
Voorbeeld DELL................................................................................................................................19
Oefening car fleet.............................................................................................................................19
Voorbeeld verzekeringsmarkt..........................................................................................................19
Business to business markets...........................................................................................................20
Segment evaluatie............................................................................................................................20
Aankoopmotivaties – hotels/ pharma..............................................................................................21
Slechts 4 aankoopmotieven..............................................................................................................21
Case re-branding Bernard massard..................................................................................................21
Case – BMB.......................................................................................................................................22
mission statement........................................................................................................................22
Segmentatie..................................................................................................................................23
Bulkmarkt.....................................................................................................................................23
Nichemarkt...................................................................................................................................23
Positionering.................................................................................................................................23
case- mbrace....................................................................................................................................23
Industrie analyse..................................................................................................................................23
, Porter model....................................................................................................................................24
Toetredingsdrempel.........................................................................................................................24
Mogelijke reacties van bestaande concurrenten..............................................................................25
Klanten en leveranciers....................................................................................................................25
Substituten.......................................................................................................................................26
Factoren die de rivaliteit beïnvloeden..............................................................................................26
Relatie tussen intreding, uittreding en winstgevendheid.................................................................26
Hoe kan men (strategisch gezien) voordeel halen uit de concurrentie?...........................................27
Hoe kan men de stabiliteit in een industrie waarborgen..................................................................27
Hoe kan men de stabiliteit in een industrie waarborgen..................................................................27
Nieuwe product ontwikkeling en product levenscyclus strategieën....................................................27
Drie niveaus van producten..............................................................................................................27
Product/service classificatie.............................................................................................................28
Product strategie..............................................................................................................................28
Marktpenetratie...........................................................................................................................28
Product ontwikkeling....................................................................................................................28
Marktontwikkeling........................................................................................................................28
Diversificatie.................................................................................................................................28
Mass customization..........................................................................................................................29
Vereisten op een mass customizer...................................................................................................29
Product portfolio: BCG matrix..........................................................................................................30
Product mix......................................................................................................................................31
Product standaardisatie of adaptation.............................................................................................31
Welke factoren moeten productaanpassing noodzakelijk maken bij het betreden van nieuwe
markten?..........................................................................................................................................31
Voorbeeld parker pen.......................................................................................................................31
Nieuw producten: failure rate..........................................................................................................31
Oorzaken van nieuwe producten die hebben gefaald......................................................................32
Nieuwe producten: reden van falen.................................................................................................32
Belangrijke stappen in het nieuwe producten proces......................................................................32
Stap 1: Idee generatie...................................................................................................................33
Stap 2: screening van het idee......................................................................................................33
Stap 3: testen................................................................................................................................33
Stap 4: marketingstrategie...........................................................................................................34
Stap 5&6: kosten bekijken en product ontwikkelen.....................................................................34
Stap 7: test marketing...................................................................................................................35
, Stap 8: product op de markt brengen...........................................................................................35
Product ontwikkeling versnellen......................................................................................................36
Strategie voor instaptiming..........................................................................................................36
Eén diffusiepatroon – mooi in balans...........................................................................................36
Welke factoren beïnvloeden de snelheid van stijgen...................................................................36
Productlevenscyclus.........................................................................................................................37
Elementen van positionering............................................................................................................37
Strategische prijsstelling.......................................................................................................................38
De prijszetting...................................................................................................................................38
Prijsobjectieven:...........................................................................................................................38
Prijszetting voor penetratie..........................................................................................................38
Prijs afromen................................................................................................................................39
Krachten die uw beleid beïnvloeden................................................................................................40
Strategische prijszetting....................................................................................................................40
Prijstactiek case................................................................................................................................41
Prijsoorlog........................................................................................................................................42
Reactie als iemand drastisch zijn prijs verlaagd................................................................................43
Inleiding tot marketing en het marketingproces
Marketingmix 4p’s
Product
Promotie
