Vrije Universiteit Brussel
Samenvatting Marketing
Inhoudsopgave
1 H1: het marketingproces....................................................................................................... 6
1.1 Wat is marketing ................................................................................................................. 6
1.1.1 Marketing voor non-profit organisaties .............................................................................. 6
1.2 Stap 1: analyse ................................................................................................................... 7
1.2.1 Niveaus van planning ....................................................................................................... 7
1.2.2 Visie en missie ................................................................................................................ 7
1.2.3 Marktafbakening.............................................................................................................. 8
1.2.4 Doelstellingen ................................................................................................................. 9
1.3 Analyse op niveau van product/markt .................................................................................. 9
1.3.1 Behoeften, wensen, vraag ................................................................................................ 9
1.3.2 Marketingaanbod: goederen, diensten, ervaringen ............................................................ 9
1.3.3 Ruil, transacties, relaties ............................................................................................... 10
1.3.4 Een markt ..................................................................................................................... 10
1.3.5 Marketingsysteem & omgevingsinvloeden ....................................................................... 10
1.4 Stap 2: marktstrategie ........................................................................................................11
1.4.1 Doelgroep ..................................................................................................................... 11
1.4.2 Waardepropositie .......................................................................................................... 11
1.4.3 Waarde halen uit klanten ............................................................................................... 11
1.5 Stap 3: van marktstrategie naar tactiek ................................................................................11
1.5.1 Geïntegreerd marketingprogramma ................................................................................ 11
1.5.2 Relatiemanagement ...................................................................................................... 12
1.6 Stap 4: marktstrategie implementeren en evalueren ............................................................13
1.7 Veranderend marketinglandschap ......................................................................................13
1.7.1 Marketing management concepten ................................................................................ 13
1.7.2 Duurzame marketing ..................................................................................................... 14
1.7.3 Onzekere economische omgeving .................................................................................. 14
1.7.4 Digital marketing/ online omgeving ................................................................................. 14
1.7.5 Snelle globalisering ....................................................................................................... 14
1.7.6 Groei van not-for-profit marketing................................................................................... 14
1.7.7 Servicefocus ................................................................................................................. 14
1.8 Logica & emotie .................................................................................................................14
2 H2: de marktomgeving ......................................................................................................... 15
2.1 Omgevingsniveaus .............................................................................................................15
2.2 Interne analyse van de micro-omgeving ..............................................................................15
2.2.1 Extra: waardeketen Porter .............................................................................................. 15
2.3 Meso-omgeving .................................................................................................................16
2.4 Macro-omgeving ................................................................................................................17
2.4.1 DESTEP ......................................................................................................................... 17
4 H4: consumentengedrag ...................................................................................................... 18
4.1 Factoren die van invloed zijn op consumentengedrag...........................................................18
Academiejaar 2024-2025 1
,Vrije Universiteit Brussel
4.1.1 S(O)R ............................................................................................................................ 18
4.1.2 Culturele factoren ......................................................................................................... 18
4.1.3 Sociale factoren ............................................................................................................ 19
4.1.4 Persoonlijke factoren ..................................................................................................... 20
4.1.5 Psychologische factoren ................................................................................................ 20
4.2 Het besluitvormingsproces van de consument ....................................................................21
4.2.1 Soorten koopgedrag ...................................................................................................... 21
4.2.2 Fasen koopgedrag ......................................................................................................... 22
4.2.3 Customer journey .......................................................................................................... 23
4.3 Besluitvorming bij de aankoop van nieuwe producten ..........................................................23
5 H5: b2b ............................................................................................................................... 25
5.1 Businessmarkten ...............................................................................................................25
5.1.1 Marktstructuur & vraag .................................................................................................. 25
5.1.2 Aard DMU ..................................................................................................................... 25
5.1.3 Soorten beslissingen & besluitvorming ........................................................................... 25
5.1.4 Digitale omgeving .......................................................................................................... 26
5.2 Koopgedrag organisaties ....................................................................................................26
5.2.1 Belangrijkste soorten koopsituaties ................................................................................ 26
5.2.2 Wie neemt deel? ........................................................................................................... 27
5.2.3 Belangrijke invloeden op bedrijfsinkopers ....................................................................... 27
5.3 Hoe komen bedrijfsinkopers tot hun beslissing? ..................................................................27
5.3.1 Marketing via digitale & social media .............................................................................. 27
5.4 Institutionele en overheidsmarkten .....................................................................................28
Extra: key accountmanagement ......................................................................................................28
6 H6: van analyse naar marktstrategie ..................................................................................... 29
6.1 Van analyse naar strategie ..................................................................................................29
6.2 Portfolioanalyse .................................................................................................................29
6.2.1 Bedrijfsportfolio vaststellen & analyseren ....................................................................... 29
6.2.2 BCG-matrix ................................................................................................................... 29
6.2.3 MABA- of GE-matrix ....................................................................................................... 30
6.2.4 Waarde matrixaanpak/problemen met matrixaanpak ...................................................... 31
6.3 SWOT ................................................................................................................................31
7 H7: marktgerichte marketingstrategie .................................................................................. 33
7.1 Expansiestrategieën of groeistrategieën ..............................................................................33
7.1.1 Ontwikkelingsmatrix van Ansoa...................................................................................... 33
7.1.2 Integratieve groei ........................................................................................................... 34
7.1.3 Concurrentiestrategieën van Porter ................................................................................ 35
7.1.4 Blue and red ocean-strategieën ...................................................................................... 35
7.2 Marktpositiestrategieën ......................................................................................................36
7.2.1 Marktleidersstrategieën ................................................................................................. 36
7.2.2 Uitdagerstrategieën ....................................................................................................... 36
7.2.3 Volgersstrategieën ......................................................................................................... 37
7.2.4 Nichespelersstrategieën ................................................................................................ 37
8 H8: STP – klantgerichte marketingstrategie ........................................................................... 38
Inleiding .........................................................................................................................................38
8.1 Marktsegmentatie ..............................................................................................................38
Academiejaar 2024-2025 2
,Vrije Universiteit Brussel
8.1.1 Criteria voor consumentenmarkt .................................................................................... 39
8.1.2 Criteria voor B2B-markt ................................................................................................. 40
8.1.3 Segmentatie voor internationale markten ....................................................................... 41
8.1.4 Vereisten voor eaectieve segmentatie ............................................................................ 41
8.2 Keuze doelgroep ................................................................................................................41
8.2.1 Marktsegmenten beoordelen ......................................................................................... 42
8.2.2 Doelgroepen selecteren & marktbenaderingstrategieën .................................................. 42
8.3 Di[erentiatie & positionering ..............................................................................................43
8.3.1 Diaerentiatie- en positionering kiezen + stap 1: waardeverschillen en concurrentievoordelen
vaststellen ................................................................................................................................. 43
8.3.2 Stap 2: juiste concurrentievoordelen kiezen .................................................................... 44
8.3.3 Stap 3: positioneringstrategie kiezen en implementeren .................................................. 44
9 H9: product ......................................................................................................................... 46
9.1 Product .............................................................................................................................46
9.1.1 Wat is een product? ....................................................................................................... 46
9.1.2 Producten, diensten, ervaringen (?) ................................................................................ 46
9.1.3 Productniveaus ............................................................................................................. 47
9.1.4 Productindelingen ......................................................................................................... 47
9.2 Product- en dienstbeslissingen ...........................................................................................49
9.3 Productgroepbeslissingen (productlijn en assortiment) ........................................................50
9.3.1 Beslissingen over lengte productgroep ........................................................................... 50
9.3.2 Beslissingen over assortiment ........................................................................................ 51
9.4 Diensten............................................................................................................................51
9.4.1 Kenmerken van diensten ................................................................................................ 51
9.4.2 Veranderende businessmodellen ................................................................................... 52
9.5 Marketing van diensten ......................................................................................................52
9.5.1 Extra P’s ........................................................................................................................ 52
9.5.2 Service profit chain ........................................................................................................ 52
9.5.3 Onderscheiden van concurrenten .................................................................................. 52
9.5.4 Productiviteit beheren/ superieure kwaliteit .................................................................... 52
9.5.5 Divers ........................................................................................................................... 53
9.6 Merkbeleid: sterke merken opbouwen.................................................................................53
9.6.1 Merkwaarde .................................................................................................................. 53
9.6.2 Sterke merken bouwen .................................................................................................. 54
10 H10: productontwikkeling & levenscyclusbeleid ................................................................... 57
10.1 Ontwikkeling nieuwe producten ..........................................................................................57
10.1.1 Failed products ......................................................................................................... 57
10.1.2 Type innovaties ......................................................................................................... 58
10.2 Proces ontwikkeling nieuwe producten ...............................................................................58
10.3 Management nieuwe productenontwikkeling .......................................................................60
10.4 PLC-beleid ........................................................................................................................60
10.4.1 Introductiefase.......................................................................................................... 61
10.4.2 Groeifase .................................................................................................................. 61
10.4.3 Volwassenheidsfase .................................................................................................. 61
10.4.4 Neergangsfase .......................................................................................................... 61
10.4.5 (Link met) andere modellen ....................................................................................... 61
11 H11: prijs............................................................................................................................. 62
Wat is prijs?....................................................................................................................................62
Academiejaar 2024-2025 3
, Vrije Universiteit Brussel
Factoren die die prijszetting beïnvloeden .........................................................................................62
11.1 Belangrijke soorten prijszettingsbeleid ................................................................................62
11.1.1 Kostengeoriënteerde prijszetting ................................................................................ 62
11.1.2 Vraaggeoriënteerde prijszetting (link met value) .......................................................... 63
11.1.3 Concurrentiegeoriënteerde prijszetting ...................................................................... 63
11.2 Andere interne & externe factoren van invloed op prijszetting................................................63
11.2.1 Interne factoren ........................................................................................................ 63
11.2.2 Externe factoren ........................................................................................................ 64
11.3 Bijzondere soorten prijsbeleid.............................................................................................65
11.3.1 Prijsbeleid voor nieuwe producten ............................................................................. 65
11.3.2 Prijsbeleid voor een assortiment ................................................................................ 66
11.4 Prijsaanpassingsbeleid ......................................................................................................66
11.4.1 Kortingen: klanten belonen voor gedrag of promotie .................................................... 66
11.4.2 Prijsdiscriminatie/segmentatie................................................................................... 67
11.4.3 Psychologische prijszetting ........................................................................................ 67
11.4.4 Promotieprijszetting .................................................................................................. 67
11.4.5 Geografische prijszetting ........................................................................................... 67
11.4.6 Yield pricing/ dynamische prijszetting......................................................................... 67
11.5 Prijswijzigingen ..................................................................................................................67
13 H13: detailhandel & groothandel .......................................................................................... 69
13.1 Detailhandel ......................................................................................................................69
13.2 Detaillisten en hun marketingbeslissingen ...........................................................................69
13.3 Trends ...............................................................................................................................70
13.4 Groothandel ......................................................................................................................70
13.4.1 Functies van groothandel .......................................................................................... 70
13.4.2 Toekomst van groothandel ......................................................................................... 70
12 H12: distributiebeleid .......................................................................................................... 71
12.1 Distributiekanalen & -systemen ..........................................................................................71
12.1.1 Aard & belang van distributiekanalen.......................................................................... 71
12.1.2 Gedrag & organisatie van distributiekanalen ............................................................... 73
12.1.3 Soorten distributiekanalen......................................................................................... 73
12.1.4 Veranderingen in de kanaalorganisatie ....................................................................... 74
12.2 Kanaalbeslissingen ............................................................................................................74
12.2.1 Klantbehoefte analyseren .......................................................................................... 74
12.2.2 Kanaaldoelstellingen formuleren ............................................................................... 74
12.2.3 Alternatieven identificeren ......................................................................................... 74
12.2.4 Alternatieven afwegen ............................................................................................... 75
12.2.5 Internationale distributiekanalen opzetten ................................................................. 75
12.2.6 Kanaalmanagementbeslissingen ............................................................................... 75
12.3 Kanaalontwerpbeslissingen ................................................................................................75
12.4 Marketinglogistiek & ketenmanagement ..............................................................................75
12.4.1 Aard en belang fysieke distributie & marketinglogistiek ............................................... 75
14 H14: geïntegreerde marketingcommunicatie ........................................................................ 77
14.1 Geïntegreerde MC ..............................................................................................................77
14.1.1 POEM-model ............................................................................................................ 78
14.2 E[ectieve MC ....................................................................................................................78
14.2.1 Marketingcommunicatieproces ................................................................................. 78
Academiejaar 2024-2025 4
Samenvatting Marketing
Inhoudsopgave
1 H1: het marketingproces....................................................................................................... 6
1.1 Wat is marketing ................................................................................................................. 6
1.1.1 Marketing voor non-profit organisaties .............................................................................. 6
1.2 Stap 1: analyse ................................................................................................................... 7
1.2.1 Niveaus van planning ....................................................................................................... 7
1.2.2 Visie en missie ................................................................................................................ 7
1.2.3 Marktafbakening.............................................................................................................. 8
1.2.4 Doelstellingen ................................................................................................................. 9
1.3 Analyse op niveau van product/markt .................................................................................. 9
1.3.1 Behoeften, wensen, vraag ................................................................................................ 9
1.3.2 Marketingaanbod: goederen, diensten, ervaringen ............................................................ 9
1.3.3 Ruil, transacties, relaties ............................................................................................... 10
1.3.4 Een markt ..................................................................................................................... 10
1.3.5 Marketingsysteem & omgevingsinvloeden ....................................................................... 10
1.4 Stap 2: marktstrategie ........................................................................................................11
1.4.1 Doelgroep ..................................................................................................................... 11
1.4.2 Waardepropositie .......................................................................................................... 11
1.4.3 Waarde halen uit klanten ............................................................................................... 11
1.5 Stap 3: van marktstrategie naar tactiek ................................................................................11
1.5.1 Geïntegreerd marketingprogramma ................................................................................ 11
1.5.2 Relatiemanagement ...................................................................................................... 12
1.6 Stap 4: marktstrategie implementeren en evalueren ............................................................13
1.7 Veranderend marketinglandschap ......................................................................................13
1.7.1 Marketing management concepten ................................................................................ 13
1.7.2 Duurzame marketing ..................................................................................................... 14
1.7.3 Onzekere economische omgeving .................................................................................. 14
1.7.4 Digital marketing/ online omgeving ................................................................................. 14
1.7.5 Snelle globalisering ....................................................................................................... 14
1.7.6 Groei van not-for-profit marketing................................................................................... 14
1.7.7 Servicefocus ................................................................................................................. 14
1.8 Logica & emotie .................................................................................................................14
2 H2: de marktomgeving ......................................................................................................... 15
2.1 Omgevingsniveaus .............................................................................................................15
2.2 Interne analyse van de micro-omgeving ..............................................................................15
2.2.1 Extra: waardeketen Porter .............................................................................................. 15
2.3 Meso-omgeving .................................................................................................................16
2.4 Macro-omgeving ................................................................................................................17
2.4.1 DESTEP ......................................................................................................................... 17
4 H4: consumentengedrag ...................................................................................................... 18
4.1 Factoren die van invloed zijn op consumentengedrag...........................................................18
Academiejaar 2024-2025 1
,Vrije Universiteit Brussel
4.1.1 S(O)R ............................................................................................................................ 18
4.1.2 Culturele factoren ......................................................................................................... 18
4.1.3 Sociale factoren ............................................................................................................ 19
4.1.4 Persoonlijke factoren ..................................................................................................... 20
4.1.5 Psychologische factoren ................................................................................................ 20
4.2 Het besluitvormingsproces van de consument ....................................................................21
4.2.1 Soorten koopgedrag ...................................................................................................... 21
4.2.2 Fasen koopgedrag ......................................................................................................... 22
4.2.3 Customer journey .......................................................................................................... 23
4.3 Besluitvorming bij de aankoop van nieuwe producten ..........................................................23
5 H5: b2b ............................................................................................................................... 25
5.1 Businessmarkten ...............................................................................................................25
5.1.1 Marktstructuur & vraag .................................................................................................. 25
5.1.2 Aard DMU ..................................................................................................................... 25
5.1.3 Soorten beslissingen & besluitvorming ........................................................................... 25
5.1.4 Digitale omgeving .......................................................................................................... 26
5.2 Koopgedrag organisaties ....................................................................................................26
5.2.1 Belangrijkste soorten koopsituaties ................................................................................ 26
5.2.2 Wie neemt deel? ........................................................................................................... 27
5.2.3 Belangrijke invloeden op bedrijfsinkopers ....................................................................... 27
5.3 Hoe komen bedrijfsinkopers tot hun beslissing? ..................................................................27
5.3.1 Marketing via digitale & social media .............................................................................. 27
5.4 Institutionele en overheidsmarkten .....................................................................................28
Extra: key accountmanagement ......................................................................................................28
6 H6: van analyse naar marktstrategie ..................................................................................... 29
6.1 Van analyse naar strategie ..................................................................................................29
6.2 Portfolioanalyse .................................................................................................................29
6.2.1 Bedrijfsportfolio vaststellen & analyseren ....................................................................... 29
6.2.2 BCG-matrix ................................................................................................................... 29
6.2.3 MABA- of GE-matrix ....................................................................................................... 30
6.2.4 Waarde matrixaanpak/problemen met matrixaanpak ...................................................... 31
6.3 SWOT ................................................................................................................................31
7 H7: marktgerichte marketingstrategie .................................................................................. 33
7.1 Expansiestrategieën of groeistrategieën ..............................................................................33
7.1.1 Ontwikkelingsmatrix van Ansoa...................................................................................... 33
7.1.2 Integratieve groei ........................................................................................................... 34
7.1.3 Concurrentiestrategieën van Porter ................................................................................ 35
7.1.4 Blue and red ocean-strategieën ...................................................................................... 35
7.2 Marktpositiestrategieën ......................................................................................................36
7.2.1 Marktleidersstrategieën ................................................................................................. 36
7.2.2 Uitdagerstrategieën ....................................................................................................... 36
7.2.3 Volgersstrategieën ......................................................................................................... 37
7.2.4 Nichespelersstrategieën ................................................................................................ 37
8 H8: STP – klantgerichte marketingstrategie ........................................................................... 38
Inleiding .........................................................................................................................................38
8.1 Marktsegmentatie ..............................................................................................................38
Academiejaar 2024-2025 2
,Vrije Universiteit Brussel
8.1.1 Criteria voor consumentenmarkt .................................................................................... 39
8.1.2 Criteria voor B2B-markt ................................................................................................. 40
8.1.3 Segmentatie voor internationale markten ....................................................................... 41
8.1.4 Vereisten voor eaectieve segmentatie ............................................................................ 41
8.2 Keuze doelgroep ................................................................................................................41
8.2.1 Marktsegmenten beoordelen ......................................................................................... 42
8.2.2 Doelgroepen selecteren & marktbenaderingstrategieën .................................................. 42
8.3 Di[erentiatie & positionering ..............................................................................................43
8.3.1 Diaerentiatie- en positionering kiezen + stap 1: waardeverschillen en concurrentievoordelen
vaststellen ................................................................................................................................. 43
8.3.2 Stap 2: juiste concurrentievoordelen kiezen .................................................................... 44
8.3.3 Stap 3: positioneringstrategie kiezen en implementeren .................................................. 44
9 H9: product ......................................................................................................................... 46
9.1 Product .............................................................................................................................46
9.1.1 Wat is een product? ....................................................................................................... 46
9.1.2 Producten, diensten, ervaringen (?) ................................................................................ 46
9.1.3 Productniveaus ............................................................................................................. 47
9.1.4 Productindelingen ......................................................................................................... 47
9.2 Product- en dienstbeslissingen ...........................................................................................49
9.3 Productgroepbeslissingen (productlijn en assortiment) ........................................................50
9.3.1 Beslissingen over lengte productgroep ........................................................................... 50
9.3.2 Beslissingen over assortiment ........................................................................................ 51
9.4 Diensten............................................................................................................................51
9.4.1 Kenmerken van diensten ................................................................................................ 51
9.4.2 Veranderende businessmodellen ................................................................................... 52
9.5 Marketing van diensten ......................................................................................................52
9.5.1 Extra P’s ........................................................................................................................ 52
9.5.2 Service profit chain ........................................................................................................ 52
9.5.3 Onderscheiden van concurrenten .................................................................................. 52
9.5.4 Productiviteit beheren/ superieure kwaliteit .................................................................... 52
9.5.5 Divers ........................................................................................................................... 53
9.6 Merkbeleid: sterke merken opbouwen.................................................................................53
9.6.1 Merkwaarde .................................................................................................................. 53
9.6.2 Sterke merken bouwen .................................................................................................. 54
10 H10: productontwikkeling & levenscyclusbeleid ................................................................... 57
10.1 Ontwikkeling nieuwe producten ..........................................................................................57
10.1.1 Failed products ......................................................................................................... 57
10.1.2 Type innovaties ......................................................................................................... 58
10.2 Proces ontwikkeling nieuwe producten ...............................................................................58
10.3 Management nieuwe productenontwikkeling .......................................................................60
10.4 PLC-beleid ........................................................................................................................60
10.4.1 Introductiefase.......................................................................................................... 61
10.4.2 Groeifase .................................................................................................................. 61
10.4.3 Volwassenheidsfase .................................................................................................. 61
10.4.4 Neergangsfase .......................................................................................................... 61
10.4.5 (Link met) andere modellen ....................................................................................... 61
11 H11: prijs............................................................................................................................. 62
Wat is prijs?....................................................................................................................................62
Academiejaar 2024-2025 3
, Vrije Universiteit Brussel
Factoren die die prijszetting beïnvloeden .........................................................................................62
11.1 Belangrijke soorten prijszettingsbeleid ................................................................................62
11.1.1 Kostengeoriënteerde prijszetting ................................................................................ 62
11.1.2 Vraaggeoriënteerde prijszetting (link met value) .......................................................... 63
11.1.3 Concurrentiegeoriënteerde prijszetting ...................................................................... 63
11.2 Andere interne & externe factoren van invloed op prijszetting................................................63
11.2.1 Interne factoren ........................................................................................................ 63
11.2.2 Externe factoren ........................................................................................................ 64
11.3 Bijzondere soorten prijsbeleid.............................................................................................65
11.3.1 Prijsbeleid voor nieuwe producten ............................................................................. 65
11.3.2 Prijsbeleid voor een assortiment ................................................................................ 66
11.4 Prijsaanpassingsbeleid ......................................................................................................66
11.4.1 Kortingen: klanten belonen voor gedrag of promotie .................................................... 66
11.4.2 Prijsdiscriminatie/segmentatie................................................................................... 67
11.4.3 Psychologische prijszetting ........................................................................................ 67
11.4.4 Promotieprijszetting .................................................................................................. 67
11.4.5 Geografische prijszetting ........................................................................................... 67
11.4.6 Yield pricing/ dynamische prijszetting......................................................................... 67
11.5 Prijswijzigingen ..................................................................................................................67
13 H13: detailhandel & groothandel .......................................................................................... 69
13.1 Detailhandel ......................................................................................................................69
13.2 Detaillisten en hun marketingbeslissingen ...........................................................................69
13.3 Trends ...............................................................................................................................70
13.4 Groothandel ......................................................................................................................70
13.4.1 Functies van groothandel .......................................................................................... 70
13.4.2 Toekomst van groothandel ......................................................................................... 70
12 H12: distributiebeleid .......................................................................................................... 71
12.1 Distributiekanalen & -systemen ..........................................................................................71
12.1.1 Aard & belang van distributiekanalen.......................................................................... 71
12.1.2 Gedrag & organisatie van distributiekanalen ............................................................... 73
12.1.3 Soorten distributiekanalen......................................................................................... 73
12.1.4 Veranderingen in de kanaalorganisatie ....................................................................... 74
12.2 Kanaalbeslissingen ............................................................................................................74
12.2.1 Klantbehoefte analyseren .......................................................................................... 74
12.2.2 Kanaaldoelstellingen formuleren ............................................................................... 74
12.2.3 Alternatieven identificeren ......................................................................................... 74
12.2.4 Alternatieven afwegen ............................................................................................... 75
12.2.5 Internationale distributiekanalen opzetten ................................................................. 75
12.2.6 Kanaalmanagementbeslissingen ............................................................................... 75
12.3 Kanaalontwerpbeslissingen ................................................................................................75
12.4 Marketinglogistiek & ketenmanagement ..............................................................................75
12.4.1 Aard en belang fysieke distributie & marketinglogistiek ............................................... 75
14 H14: geïntegreerde marketingcommunicatie ........................................................................ 77
14.1 Geïntegreerde MC ..............................................................................................................77
14.1.1 POEM-model ............................................................................................................ 78
14.2 E[ectieve MC ....................................................................................................................78
14.2.1 Marketingcommunicatieproces ................................................................................. 78
Academiejaar 2024-2025 4
