Inhoudsopgave
Marketing Management Hoorcollege 1 ............................................................................ 4
1.2 Introductie in Marketing ..................................................................................................... 4
Wat is de beste manier om klanten krijgen?..................................................................................................4
1.3 Hoe doen we dat nu eigenlijk, marketing op een ‘goede’ manier? ........................................ 6
Wat is waarde creëren?..................................................................................................................................6
Trends in marketing ........................................................................................................................................6
Marketing Management Hoorcollege 2............................................................................ 7
2.2 Hoe beslist de consument? (1) Consumentenpsychologie .................................................... 7
Perceptie van waarde .....................................................................................................................................7
2.3 Hoe beslist de consument? (2) Klassieke beslissingsmodel ................................................... 8
Psychologische factoren vs. Modellen ...........................................................................................................8
2.4 Hoe beslist de consument? (3) Customer Journey ................................................................ 9
Korte vs. langetermijnvisie .............................................................................................................................9
Rol en meting van consumententevredenheid ..............................................................................................9
Marketing Management Hoorcollege 3 ...........................................................................10
3.2 Bedrijf: Doel? ................................................................................................................... 10
Winst maken: korte termijn ........................................................................................................................ 10
Winst maken: lange termijn ........................................................................................................................ 10
3.3 Bedrijf: Analyse? .............................................................................................................. 10
3.4 Bedrijf: Strategie?............................................................................................................. 11
Manieren om te segmenteren .................................................................................................................... 12
Criteria voor keuze van segmentatiestrategie ............................................................................................ 13
Targeting Levels ........................................................................................................................................... 13
Marketing Management Hoorcollege 4 ...........................................................................14
4.2 Wat is ‘positioning’? [wat is een merk?] ............................................................................ 14
4.3 Hoe werkt positioning concreet? ...................................................................................... 14
4.4 Wat is ‘our position’ en waarom is het zo belangrijk? ........................................................ 14
Waarom is position zo belangrijk? .............................................................................................................. 14
4.5 Hoe meten we ‘our position’? ........................................................................................... 16
Marketing Management Hoorcollege 5 ...........................................................................17
5.2 Marketing informatiesystemen? ....................................................................................... 17
5.3 Nut van MIS en grootste veranderingen binnen MIS .......................................................... 17
Grootste veranderingen binnen MIS: Big Data ........................................................................................... 17
Grootste veranderingen binnen MIS: Algoritmen ....................................................................................... 18
5.4 Types van MIS .................................................................................................................. 18
5.5 Marketing Dashboard ....................................................................................................... 19
Marketing Management Hoorcollege 6 ...........................................................................20
6.2 de 4 P’s ............................................................................................................................ 20
1
, 6.3 Wat is een product? ......................................................................................................... 20
Definitie ....................................................................................................................................................... 20
Product levels .............................................................................................................................................. 20
Verpakking ................................................................................................................................................... 20
Product Life Cycle ........................................................................................................................................ 20
Product Portfolio ......................................................................................................................................... 20
6.4 Services ............................................................................................................................ 21
6.4 Customer Experience ........................................................................................................ 22
Marketing Management Hoorcollege 7 ...........................................................................23
7.1 Rol van promotie in marketing? ........................................................................................ 23
Product geloofwaardige basis voor de promotie. .................................................................... 23
Marketing = bedrijfsfilosofie .................................................................................................. 23
‘Hoe kunnen we klanten krijgen?’ (en behouden) ................................................................... 23
7.2 Promotie? ........................................................................................................................ 23
Modes of marketing communication .......................................................................................................... 23
Definitie ....................................................................................................................................................... 23
Communicatiemodel ................................................................................................................................... 23
7.3 Beslissingen over promotie: doel?..................................................................................... 24
Budget.......................................................................................................................................................... 24
Evaluatie ...................................................................................................................................................... 25
7.4 Beslissingen over promotie: wat – wie – wanneer?............................................................ 25
Wat? ............................................................................................................................................................ 25
Wie? ............................................................................................................................................................. 25
Target group, maar op verschillende personen richten roles in the buying proces: ............................. 25
Wanneer? .................................................................................................................................................... 25
7.5 Beslissingen over promotie: Hoe? ..................................................................................... 26
AIDAS ........................................................................................................................................................... 26
Appeals ........................................................................................................................................................ 26
Affective appeals: Keys To Success.............................................................................................................. 26
Affective appeal: Humor.............................................................................................................................. 27
Affective appeal: Fear .................................................................................................................................. 27
Marktonderzoek Hoorcollege 8 .......................................................................................28
Structuur van de les. .............................................................................................................. 28
8.2 Massa communicatie: sales promotions + events .............................................................. 28
Sales promotions ......................................................................................................................................... 28
Events .......................................................................................................................................................... 29
8.3 Persoonlijke communicatie: direct marketing + personal selling ........................................ 29
Direct marketing .......................................................................................................................................... 29
Personal selling ............................................................................................................................................ 29
8.4 Persoonlijke communicatie: word-of-mouth ..................................................................... 30
8.5 Persoonlijke communicatie: digital marketing ................................................................... 31
Email marketing ........................................................................................................................................... 31
Personalized ads .......................................................................................................................................... 32
Social Media................................................................................................................................................. 32
Mobile .......................................................................................................................................................... 32
Marketing Management Hoorcollege 9...........................................................................33
2
, 9.2 Waarom is distributiebeleid belangrijk? ............................................................................ 33
9.3 Distributiebeleid? ............................................................................................................. 33
How many levels? ........................................................................................................................................ 33
Channel design ............................................................................................................................................ 34
Push vs. Pull ................................................................................................................................................. 34
Distribution intensity ................................................................................................................................... 34
Managing relationships with channel members ......................................................................................... 35
9.4 Online vs. Offline? ............................................................................................................ 35
Veranderende machtsrelaties ..................................................................................................................... 35
Twee Fricties ................................................................................................................................................ 36
“The long tail” .............................................................................................................................................. 36
9.5 Multichannel, crosschannel, omnichannel? ....................................................................... 36
Marketing Management Hoorcollege 10 .........................................................................38
Marketingtechnieken: prijs .................................................................................................... 38
10.2 Waarom is prijs belangrijk? ............................................................................................. 38
10.3 Prijsbeleid: hoe wordt prijs bepaald in veel bedrijven? .................................................... 38
10.4 Prijsbeleid: Marketingvisie? ............................................................................................ 39
Recap ........................................................................................................................................................... 39
Hoe bepaal je de waarde? ........................................................................................................................... 40
10.5 Prijspsychologie? ............................................................................................................ 41
Prijspsychologie: Doorbreken van assumpties (Econ)............................................................................... 41
Hoe komen mensen tot evaluaties? ............................................................................................................ 41
Prijspsycholgie: availability ........................................................................................................................ 42
Referentiepunten vervolg ........................................................................................................................... 42
Price-quality heuristic .................................................................................................................................. 42
Price stimulus .............................................................................................................................................. 42
Take aways................................................................................................................................................... 42
3
, Marketing Management Hoorcollege 1
1.2 Introductie in Marketing
Wat is de beste manier om klanten krijgen?
4 visies
1. Product visie
2. Verkoop visie
3. Marketing visie
4. Holistische marketing visie
1. Product visie
Simpel
Exclusieve focus op het product
Waarom zou klant jouw aanbieding kopen? ons product is simpelweg het beste
(volgens bedrijf).
Op geen enkele manier klant in het proces
2. Verkoop visie
Ook sterke focus op het product
Waarom zou klant jouw aanbieding kopen? ons product is simpelweg het beste
(volgens bedrijf).
We moeten overtuigen
Probleem: veel moeite, geen rekening met behoeften klant, geen lange termijn
visie?
3. Marketing visie
Product = bevrediging behoeften
Waarom zou klant onze aanbieding kopen? ons product beantwoordt het
beste aan de behoeften van de klant
Marketing: Meeting needs profitably = superieure (klant)waarde creëren
• Orientate: extern/ klantgericht
• Doel: winst maken door klanttevredenheid
• Beste middel: systematisch zijn
- Bepalen wat de ‘needs’ zijn
- Leveren van de ‘desired benefits’ en zo waarde creëren
4
Marketing Management Hoorcollege 1 ............................................................................ 4
1.2 Introductie in Marketing ..................................................................................................... 4
Wat is de beste manier om klanten krijgen?..................................................................................................4
1.3 Hoe doen we dat nu eigenlijk, marketing op een ‘goede’ manier? ........................................ 6
Wat is waarde creëren?..................................................................................................................................6
Trends in marketing ........................................................................................................................................6
Marketing Management Hoorcollege 2............................................................................ 7
2.2 Hoe beslist de consument? (1) Consumentenpsychologie .................................................... 7
Perceptie van waarde .....................................................................................................................................7
2.3 Hoe beslist de consument? (2) Klassieke beslissingsmodel ................................................... 8
Psychologische factoren vs. Modellen ...........................................................................................................8
2.4 Hoe beslist de consument? (3) Customer Journey ................................................................ 9
Korte vs. langetermijnvisie .............................................................................................................................9
Rol en meting van consumententevredenheid ..............................................................................................9
Marketing Management Hoorcollege 3 ...........................................................................10
3.2 Bedrijf: Doel? ................................................................................................................... 10
Winst maken: korte termijn ........................................................................................................................ 10
Winst maken: lange termijn ........................................................................................................................ 10
3.3 Bedrijf: Analyse? .............................................................................................................. 10
3.4 Bedrijf: Strategie?............................................................................................................. 11
Manieren om te segmenteren .................................................................................................................... 12
Criteria voor keuze van segmentatiestrategie ............................................................................................ 13
Targeting Levels ........................................................................................................................................... 13
Marketing Management Hoorcollege 4 ...........................................................................14
4.2 Wat is ‘positioning’? [wat is een merk?] ............................................................................ 14
4.3 Hoe werkt positioning concreet? ...................................................................................... 14
4.4 Wat is ‘our position’ en waarom is het zo belangrijk? ........................................................ 14
Waarom is position zo belangrijk? .............................................................................................................. 14
4.5 Hoe meten we ‘our position’? ........................................................................................... 16
Marketing Management Hoorcollege 5 ...........................................................................17
5.2 Marketing informatiesystemen? ....................................................................................... 17
5.3 Nut van MIS en grootste veranderingen binnen MIS .......................................................... 17
Grootste veranderingen binnen MIS: Big Data ........................................................................................... 17
Grootste veranderingen binnen MIS: Algoritmen ....................................................................................... 18
5.4 Types van MIS .................................................................................................................. 18
5.5 Marketing Dashboard ....................................................................................................... 19
Marketing Management Hoorcollege 6 ...........................................................................20
6.2 de 4 P’s ............................................................................................................................ 20
1
, 6.3 Wat is een product? ......................................................................................................... 20
Definitie ....................................................................................................................................................... 20
Product levels .............................................................................................................................................. 20
Verpakking ................................................................................................................................................... 20
Product Life Cycle ........................................................................................................................................ 20
Product Portfolio ......................................................................................................................................... 20
6.4 Services ............................................................................................................................ 21
6.4 Customer Experience ........................................................................................................ 22
Marketing Management Hoorcollege 7 ...........................................................................23
7.1 Rol van promotie in marketing? ........................................................................................ 23
Product geloofwaardige basis voor de promotie. .................................................................... 23
Marketing = bedrijfsfilosofie .................................................................................................. 23
‘Hoe kunnen we klanten krijgen?’ (en behouden) ................................................................... 23
7.2 Promotie? ........................................................................................................................ 23
Modes of marketing communication .......................................................................................................... 23
Definitie ....................................................................................................................................................... 23
Communicatiemodel ................................................................................................................................... 23
7.3 Beslissingen over promotie: doel?..................................................................................... 24
Budget.......................................................................................................................................................... 24
Evaluatie ...................................................................................................................................................... 25
7.4 Beslissingen over promotie: wat – wie – wanneer?............................................................ 25
Wat? ............................................................................................................................................................ 25
Wie? ............................................................................................................................................................. 25
Target group, maar op verschillende personen richten roles in the buying proces: ............................. 25
Wanneer? .................................................................................................................................................... 25
7.5 Beslissingen over promotie: Hoe? ..................................................................................... 26
AIDAS ........................................................................................................................................................... 26
Appeals ........................................................................................................................................................ 26
Affective appeals: Keys To Success.............................................................................................................. 26
Affective appeal: Humor.............................................................................................................................. 27
Affective appeal: Fear .................................................................................................................................. 27
Marktonderzoek Hoorcollege 8 .......................................................................................28
Structuur van de les. .............................................................................................................. 28
8.2 Massa communicatie: sales promotions + events .............................................................. 28
Sales promotions ......................................................................................................................................... 28
Events .......................................................................................................................................................... 29
8.3 Persoonlijke communicatie: direct marketing + personal selling ........................................ 29
Direct marketing .......................................................................................................................................... 29
Personal selling ............................................................................................................................................ 29
8.4 Persoonlijke communicatie: word-of-mouth ..................................................................... 30
8.5 Persoonlijke communicatie: digital marketing ................................................................... 31
Email marketing ........................................................................................................................................... 31
Personalized ads .......................................................................................................................................... 32
Social Media................................................................................................................................................. 32
Mobile .......................................................................................................................................................... 32
Marketing Management Hoorcollege 9...........................................................................33
2
, 9.2 Waarom is distributiebeleid belangrijk? ............................................................................ 33
9.3 Distributiebeleid? ............................................................................................................. 33
How many levels? ........................................................................................................................................ 33
Channel design ............................................................................................................................................ 34
Push vs. Pull ................................................................................................................................................. 34
Distribution intensity ................................................................................................................................... 34
Managing relationships with channel members ......................................................................................... 35
9.4 Online vs. Offline? ............................................................................................................ 35
Veranderende machtsrelaties ..................................................................................................................... 35
Twee Fricties ................................................................................................................................................ 36
“The long tail” .............................................................................................................................................. 36
9.5 Multichannel, crosschannel, omnichannel? ....................................................................... 36
Marketing Management Hoorcollege 10 .........................................................................38
Marketingtechnieken: prijs .................................................................................................... 38
10.2 Waarom is prijs belangrijk? ............................................................................................. 38
10.3 Prijsbeleid: hoe wordt prijs bepaald in veel bedrijven? .................................................... 38
10.4 Prijsbeleid: Marketingvisie? ............................................................................................ 39
Recap ........................................................................................................................................................... 39
Hoe bepaal je de waarde? ........................................................................................................................... 40
10.5 Prijspsychologie? ............................................................................................................ 41
Prijspsychologie: Doorbreken van assumpties (Econ)............................................................................... 41
Hoe komen mensen tot evaluaties? ............................................................................................................ 41
Prijspsycholgie: availability ........................................................................................................................ 42
Referentiepunten vervolg ........................................................................................................................... 42
Price-quality heuristic .................................................................................................................................. 42
Price stimulus .............................................................................................................................................. 42
Take aways................................................................................................................................................... 42
3
, Marketing Management Hoorcollege 1
1.2 Introductie in Marketing
Wat is de beste manier om klanten krijgen?
4 visies
1. Product visie
2. Verkoop visie
3. Marketing visie
4. Holistische marketing visie
1. Product visie
Simpel
Exclusieve focus op het product
Waarom zou klant jouw aanbieding kopen? ons product is simpelweg het beste
(volgens bedrijf).
Op geen enkele manier klant in het proces
2. Verkoop visie
Ook sterke focus op het product
Waarom zou klant jouw aanbieding kopen? ons product is simpelweg het beste
(volgens bedrijf).
We moeten overtuigen
Probleem: veel moeite, geen rekening met behoeften klant, geen lange termijn
visie?
3. Marketing visie
Product = bevrediging behoeften
Waarom zou klant onze aanbieding kopen? ons product beantwoordt het
beste aan de behoeften van de klant
Marketing: Meeting needs profitably = superieure (klant)waarde creëren
• Orientate: extern/ klantgericht
• Doel: winst maken door klanttevredenheid
• Beste middel: systematisch zijn
- Bepalen wat de ‘needs’ zijn
- Leveren van de ‘desired benefits’ en zo waarde creëren
4
