Marketing examen 12/01/2023
1 Table of Contents
1 Introductie: LES 1 (24 dia’s) ............................................................................................. 3
1.1 Marketing -> Mark + getting..................................................................................... 3
1.2 VRAAG & AANBOD .................................................................................................. 3
1.3 Marketingmix: 4 P’s + 2 P’s ...................................................................................... 4
1.4 Marketingmix: 4 P’s ................................................................................................. 4
1.5 Marketingmix: 4 C’s ................................................................................................. 4
1.6 Uitdagingen marketingmix ....................................................................................... 5
2 Segmentering, targeting en positionering; deel 1 (51 dia’s) ............................................. 5
2.1 Marktsegmentatie ................................................................................................... 6
2.1.1 Geografische segmentatie .......................................................................................................................6
2.1.2 Demografische segmentatie ....................................................................................................................6
2.1.3 Psychografische segmentatie ..................................................................................................................6
2.1.4 Ongedifferentieerde marktbenadering ...................................................................................................7
2.1.5 Gedifferentieerde marktbenadering .......................................................................................................7
2.1.6 Geconcenteerde marktbenadering .........................................................................................................8
2.2 Positionering ........................................................................................................... 8
2.2.1 Positioneringsdimensies ..........................................................................................................................9
2.2.2 Positioneringsdimensies ..........................................................................................................................9
3 Segmentering, targeting en positionering; deel 2 (39 dia’s) ........................................... 10
3.1 Zeven basisbenaderingen ....................................................................................... 10
3.2 Positioneringsstrategie ontwikkelen ...................................................................... 10
4 consumentgedrag (68 dia’s) .......................................................................................... 12
4.1 inleiding ................................................................................................................ 12
4.2 Consumentengedrag .............................................................................................. 12
4.3 proces bij de conusment ........................................................................................ 12
4.3.1 vier fasen van consumentengedrag .......................................................................................................12
4.4 Beslissingsproces ................................................................................................... 13
4.5 Vier interne (psychlogische) factoren en vier externe factoren ............................... 15
4.5.1 MOTIVATIE .............................................................................................................................................16
4.5.2 Persoonlijkheid en levensstijl ................................................................................................................16
4.5.3 Leren ......................................................................................................................................................17
4.5.4 Attitude ..................................................................................................................................................18
4.5.5 Externe factoren ....................................................................................................................................18
4.5.6 Situationele factoren .............................................................................................................................18
,5 De marketingmix: product, prijs, plaats, promotie ......................................................... 18
5.1 Productbeleid ........................................................................................................ 19
5.2 Productenlevenscyclus (PLC) .................................................................................. 19
5.2.1 Nul-fase: productontwikkelingsfase ......................................................................................................19
5.2.2 1e fase: introductiefase ..........................................................................................................................20
5.2.3 2e fase: groeifase ...................................................................................................................................20
5.2.4 3de fase: volwassenheidsfase .................................................................................................................20
5.2.5 4de fase: neergangsfase ..........................................................................................................................20
5.3 Wat is een product? ............................................................................................... 21
5.4 Soorten producten ................................................................................................. 21
5.4.1 Productindeling volgens levensduur ......................................................................................................21
5.4.2 Productindeling volgens afnemer ..........................................................................................................21
5.4.3 Consumentenproducten indeling volgens Copeland .............................................................................21
5.5 Merkbeleid ............................................................................................................ 22
5.5.1 Brand equity ..........................................................................................................................................22
5.5.2 Aspecten van een merk .........................................................................................................................22
5.5.3 Soorten merken .....................................................................................................................................23
5.6 Verpakking ............................................................................................................ 24
5.6.1 Technische functie .................................................................................................................................24
5.6.2 Marketingfuncties ..................................................................................................................................25
5.7 Prijsbeleid.............................................................................................................. 25
5.8 distributiebeeld ..................................................................................................... 29
5.9 detailhandel .......................................................................................................... 31
5.9.1 Winkelverkoop vs niet-winkelverkoop ..................................................................................................31
5.9.2 Trends ....................................................................................................................................................32
6 Reclame en mediaplanning ........................................................................................... 32
6.1 Reclame................................................................................................................. 32
6.1.1 Betalen ...................................................................................................................................................32
6.1.2 Reclame als tool .....................................................................................................................................32
6.1.3 Effect van reclame .................................................................................................................................33
6.1.4 AIDAS-model ..........................................................................................................................................34
6.1.5 Boodschap en tone of voice...................................................................................................................34
6.1.6 Reclamevormen .....................................................................................................................................34
6.1.7 Massamedia ...........................................................................................................................................36
6.2 Mediaplanning....................................................................................................... 39
7 Public relations ............................................................................................................. 41
7.1 publieksgroepen .................................................................................................... 41
7.2 PR-vormen............................................................................................................. 42
7.2.1 Interne PR ..............................................................................................................................................42
7.2.2 Public affairs ..........................................................................................................................................43
7.2.3 Financial PR ............................................................................................................................................43
7.2.4 Corporate PR ..........................................................................................................................................43
, 7.2.5 Marketing-PR .........................................................................................................................................43
7.3 Strategische keuzes................................................................................................ 45
7.3.1 Reactieve PR ..........................................................................................................................................45
7.3.2 Proactieve PR .........................................................................................................................................45
7.3.3 Mengvorm .............................................................................................................................................46
8 Interactiemarketing ...................................................................................................... 46
8.1 Wat is interactiemarketing ..................................................................................... 46
8.2 Kenmerken van interactiemarketing ...................................................................... 46
8.3 Belang van data ..................................................................................................... 47
8.3.1 Big data ..................................................................................................................................................48
8.3.2 Soorten gegevens ..................................................................................................................................49
8.3.3 Opbouw van onze eigen database .........................................................................................................50
8.3.4 Face-to-face verkoop .............................................................................................................................53
1 Introductie: LES 1 (24 dia’s)
1.1 Marketing -> Mark + getting
Marketing is de – op de behoefte van de afnemer afgestemde – ontwikkeling van producten
(goederen/diensten) en de vaststelling van de daarbij horende verkoopprijzen, promotie en
distributie. Daarbij is het oogmerk van de organisatie planmatige en duurzame relaties te
creëren om haar doelstellingen te realiseren.
1.2 VRAAG & AANBOD
Marketting reclame
Marketing verkoop
Doel mikt
- Inspelen op wensen en behoeften van de klant
- Verbeteren marktpositie
- Optimaal inzetten van marketinginstrumenten: verkoop/reclame, marktonderzoek?
Productontwikkeling, distributiebeleid, prijsbeleid
- Nieuwe klanten aantrekken door een superieure waarde te beloven en huidige klanten
behouden door hen tevreden te stellen (duurzame relatie op lange termijn)
- Focus op bestaande en latende behoeften: de juiste producten op de plank, niet louter
kwijtraken van
Reclame is slechts een onderdeel (promotie) – marketing houdt ook rekening met product,
plaats en prijs
Invloed van andere wetenschappen op marketing -> marketeer is van alle markten thuis
, 1.3 Marketingmix: 4 P’s + 2 P’s
People/packaging
1.4 Marketingmix: 4 P’s
Gezien vanuit de aanbieder:
1.5 Marketingmix: 4 C’s
Gezien vanuit de afnemer/klant
1 Table of Contents
1 Introductie: LES 1 (24 dia’s) ............................................................................................. 3
1.1 Marketing -> Mark + getting..................................................................................... 3
1.2 VRAAG & AANBOD .................................................................................................. 3
1.3 Marketingmix: 4 P’s + 2 P’s ...................................................................................... 4
1.4 Marketingmix: 4 P’s ................................................................................................. 4
1.5 Marketingmix: 4 C’s ................................................................................................. 4
1.6 Uitdagingen marketingmix ....................................................................................... 5
2 Segmentering, targeting en positionering; deel 1 (51 dia’s) ............................................. 5
2.1 Marktsegmentatie ................................................................................................... 6
2.1.1 Geografische segmentatie .......................................................................................................................6
2.1.2 Demografische segmentatie ....................................................................................................................6
2.1.3 Psychografische segmentatie ..................................................................................................................6
2.1.4 Ongedifferentieerde marktbenadering ...................................................................................................7
2.1.5 Gedifferentieerde marktbenadering .......................................................................................................7
2.1.6 Geconcenteerde marktbenadering .........................................................................................................8
2.2 Positionering ........................................................................................................... 8
2.2.1 Positioneringsdimensies ..........................................................................................................................9
2.2.2 Positioneringsdimensies ..........................................................................................................................9
3 Segmentering, targeting en positionering; deel 2 (39 dia’s) ........................................... 10
3.1 Zeven basisbenaderingen ....................................................................................... 10
3.2 Positioneringsstrategie ontwikkelen ...................................................................... 10
4 consumentgedrag (68 dia’s) .......................................................................................... 12
4.1 inleiding ................................................................................................................ 12
4.2 Consumentengedrag .............................................................................................. 12
4.3 proces bij de conusment ........................................................................................ 12
4.3.1 vier fasen van consumentengedrag .......................................................................................................12
4.4 Beslissingsproces ................................................................................................... 13
4.5 Vier interne (psychlogische) factoren en vier externe factoren ............................... 15
4.5.1 MOTIVATIE .............................................................................................................................................16
4.5.2 Persoonlijkheid en levensstijl ................................................................................................................16
4.5.3 Leren ......................................................................................................................................................17
4.5.4 Attitude ..................................................................................................................................................18
4.5.5 Externe factoren ....................................................................................................................................18
4.5.6 Situationele factoren .............................................................................................................................18
,5 De marketingmix: product, prijs, plaats, promotie ......................................................... 18
5.1 Productbeleid ........................................................................................................ 19
5.2 Productenlevenscyclus (PLC) .................................................................................. 19
5.2.1 Nul-fase: productontwikkelingsfase ......................................................................................................19
5.2.2 1e fase: introductiefase ..........................................................................................................................20
5.2.3 2e fase: groeifase ...................................................................................................................................20
5.2.4 3de fase: volwassenheidsfase .................................................................................................................20
5.2.5 4de fase: neergangsfase ..........................................................................................................................20
5.3 Wat is een product? ............................................................................................... 21
5.4 Soorten producten ................................................................................................. 21
5.4.1 Productindeling volgens levensduur ......................................................................................................21
5.4.2 Productindeling volgens afnemer ..........................................................................................................21
5.4.3 Consumentenproducten indeling volgens Copeland .............................................................................21
5.5 Merkbeleid ............................................................................................................ 22
5.5.1 Brand equity ..........................................................................................................................................22
5.5.2 Aspecten van een merk .........................................................................................................................22
5.5.3 Soorten merken .....................................................................................................................................23
5.6 Verpakking ............................................................................................................ 24
5.6.1 Technische functie .................................................................................................................................24
5.6.2 Marketingfuncties ..................................................................................................................................25
5.7 Prijsbeleid.............................................................................................................. 25
5.8 distributiebeeld ..................................................................................................... 29
5.9 detailhandel .......................................................................................................... 31
5.9.1 Winkelverkoop vs niet-winkelverkoop ..................................................................................................31
5.9.2 Trends ....................................................................................................................................................32
6 Reclame en mediaplanning ........................................................................................... 32
6.1 Reclame................................................................................................................. 32
6.1.1 Betalen ...................................................................................................................................................32
6.1.2 Reclame als tool .....................................................................................................................................32
6.1.3 Effect van reclame .................................................................................................................................33
6.1.4 AIDAS-model ..........................................................................................................................................34
6.1.5 Boodschap en tone of voice...................................................................................................................34
6.1.6 Reclamevormen .....................................................................................................................................34
6.1.7 Massamedia ...........................................................................................................................................36
6.2 Mediaplanning....................................................................................................... 39
7 Public relations ............................................................................................................. 41
7.1 publieksgroepen .................................................................................................... 41
7.2 PR-vormen............................................................................................................. 42
7.2.1 Interne PR ..............................................................................................................................................42
7.2.2 Public affairs ..........................................................................................................................................43
7.2.3 Financial PR ............................................................................................................................................43
7.2.4 Corporate PR ..........................................................................................................................................43
, 7.2.5 Marketing-PR .........................................................................................................................................43
7.3 Strategische keuzes................................................................................................ 45
7.3.1 Reactieve PR ..........................................................................................................................................45
7.3.2 Proactieve PR .........................................................................................................................................45
7.3.3 Mengvorm .............................................................................................................................................46
8 Interactiemarketing ...................................................................................................... 46
8.1 Wat is interactiemarketing ..................................................................................... 46
8.2 Kenmerken van interactiemarketing ...................................................................... 46
8.3 Belang van data ..................................................................................................... 47
8.3.1 Big data ..................................................................................................................................................48
8.3.2 Soorten gegevens ..................................................................................................................................49
8.3.3 Opbouw van onze eigen database .........................................................................................................50
8.3.4 Face-to-face verkoop .............................................................................................................................53
1 Introductie: LES 1 (24 dia’s)
1.1 Marketing -> Mark + getting
Marketing is de – op de behoefte van de afnemer afgestemde – ontwikkeling van producten
(goederen/diensten) en de vaststelling van de daarbij horende verkoopprijzen, promotie en
distributie. Daarbij is het oogmerk van de organisatie planmatige en duurzame relaties te
creëren om haar doelstellingen te realiseren.
1.2 VRAAG & AANBOD
Marketting reclame
Marketing verkoop
Doel mikt
- Inspelen op wensen en behoeften van de klant
- Verbeteren marktpositie
- Optimaal inzetten van marketinginstrumenten: verkoop/reclame, marktonderzoek?
Productontwikkeling, distributiebeleid, prijsbeleid
- Nieuwe klanten aantrekken door een superieure waarde te beloven en huidige klanten
behouden door hen tevreden te stellen (duurzame relatie op lange termijn)
- Focus op bestaande en latende behoeften: de juiste producten op de plank, niet louter
kwijtraken van
Reclame is slechts een onderdeel (promotie) – marketing houdt ook rekening met product,
plaats en prijs
Invloed van andere wetenschappen op marketing -> marketeer is van alle markten thuis
, 1.3 Marketingmix: 4 P’s + 2 P’s
People/packaging
1.4 Marketingmix: 4 P’s
Gezien vanuit de aanbieder:
1.5 Marketingmix: 4 C’s
Gezien vanuit de afnemer/klant
