2022
Marktverkenning
SAMENVATTING
KAROENA SOERDIEN
,Inhoudsopgave
3.1 Marketingomgeving..............................................................................................................3
3.1. Interne omgeving (Micro-omgeving)...............................................................................3
3.1.2. Externe omgeving.........................................................................................................4
3.1.3. Ontwikkelingen en marketinguitdagingen....................................................................4
3.2 Meso omgeving.....................................................................................................................4
3.2.1 Bedrijfskolom.................................................................................................................4
3.2.2 Klanten...........................................................................................................................5
3.2.3 Toeleveranciers..............................................................................................................5
3.2.4 Intermediairs..................................................................................................................5
3.2.5 Concurrenten.................................................................................................................6
3.2.6 Belangengroepen...........................................................................................................7
3.3 Macro-omgeving...................................................................................................................7
3.3.1 Demografische factoren.................................................................................................7
3.3.2 Economische factoren....................................................................................................8
3.3.3 Sociaal-culturele factoren..............................................................................................8
3.3.4 Technologische factor....................................................................................................8
3.3.5 Ecologische factor..........................................................................................................9
3.3.6 Politiek juridische factoren............................................................................................9
4.3 Persoonlijke omstandigheden..............................................................................................9
4.3.1 Demografische kenmerken..........................................................................................10
4.3.2 Lifestyle........................................................................................................................10
4.3.3 Situationele invloeden.................................................................................................10
4.4 Psychologische factoren......................................................................................................11
4.4.1 Behoeften.....................................................................................................................11
4.4.2 Perceptie......................................................................................................................11
4.4.3 Leerprocessen..............................................................................................................11
4.4.4 Persoonlijkheid.............................................................................................................12
4.4.5 Attitudes.......................................................................................................................12
4.5.1 Cultuur..........................................................................................................................13
4.5.2 Sociale klasse................................................................................................................13
6.5.3 Referentiegroepen.......................................................................................................14
4.5.4 Gezinsinvloeden...........................................................................................................14
4.6 B2B-marketing.....................................................................................................................14
4.6.1 Kenmerken van de zakelijke markt..............................................................................15
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, 4.6.2 Koopgedrag van organisaties.......................................................................................15
4.6.3 Rollen in de DMU.........................................................................................................15
4.6.4 Typen koopsituaties.....................................................................................................16
4.6.5 B2B-e-commerce en -e-procurement..........................................................................16
6.1 Analyseren van de markt....................................................................................................17
6.1.1 Wat is een markt?........................................................................................................17
6.1.2 Afbakenen van de markt..............................................................................................17
6.1.3 Marktpotentieel...........................................................................................................17
6.1.4 Deelmarkten en marktbeweging.................................................................................17
6.1.5 De c2c-markt................................................................................................................18
6.2 Wat is marktsegmentatie?..................................................................................................18
6.2.1 Ontwikkeling van marktsegmentatie...........................................................................19
6.2.2 Redenen voor marktsegmentatie................................................................................19
6.2.3 Voorwaarden voor segmentatie..................................................................................20
6.3 Segmentatiecriteria.............................................................................................................21
6.3.1 Demografische segmentatie........................................................................................22
6.3.2 Geografische segmentatie...........................................................................................22
6.3.3 Psychografische segmentatie.......................................................................................22
6.3.4 Gedragssegmentatie....................................................................................................22
6.3.5 Segmentatie van businessmarkten..............................................................................23
6.4 Doelgroep bepaling.............................................................................................................23
6.4.1 Marktbewerkingsstrategieën.......................................................................................23
6.4.2 Kiezen van doelgroepen...............................................................................................24
Bijlagen......................................................................................................................................25
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Marktverkenning
SAMENVATTING
KAROENA SOERDIEN
,Inhoudsopgave
3.1 Marketingomgeving..............................................................................................................3
3.1. Interne omgeving (Micro-omgeving)...............................................................................3
3.1.2. Externe omgeving.........................................................................................................4
3.1.3. Ontwikkelingen en marketinguitdagingen....................................................................4
3.2 Meso omgeving.....................................................................................................................4
3.2.1 Bedrijfskolom.................................................................................................................4
3.2.2 Klanten...........................................................................................................................5
3.2.3 Toeleveranciers..............................................................................................................5
3.2.4 Intermediairs..................................................................................................................5
3.2.5 Concurrenten.................................................................................................................6
3.2.6 Belangengroepen...........................................................................................................7
3.3 Macro-omgeving...................................................................................................................7
3.3.1 Demografische factoren.................................................................................................7
3.3.2 Economische factoren....................................................................................................8
3.3.3 Sociaal-culturele factoren..............................................................................................8
3.3.4 Technologische factor....................................................................................................8
3.3.5 Ecologische factor..........................................................................................................9
3.3.6 Politiek juridische factoren............................................................................................9
4.3 Persoonlijke omstandigheden..............................................................................................9
4.3.1 Demografische kenmerken..........................................................................................10
4.3.2 Lifestyle........................................................................................................................10
4.3.3 Situationele invloeden.................................................................................................10
4.4 Psychologische factoren......................................................................................................11
4.4.1 Behoeften.....................................................................................................................11
4.4.2 Perceptie......................................................................................................................11
4.4.3 Leerprocessen..............................................................................................................11
4.4.4 Persoonlijkheid.............................................................................................................12
4.4.5 Attitudes.......................................................................................................................12
4.5.1 Cultuur..........................................................................................................................13
4.5.2 Sociale klasse................................................................................................................13
6.5.3 Referentiegroepen.......................................................................................................14
4.5.4 Gezinsinvloeden...........................................................................................................14
4.6 B2B-marketing.....................................................................................................................14
4.6.1 Kenmerken van de zakelijke markt..............................................................................15
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, 4.6.2 Koopgedrag van organisaties.......................................................................................15
4.6.3 Rollen in de DMU.........................................................................................................15
4.6.4 Typen koopsituaties.....................................................................................................16
4.6.5 B2B-e-commerce en -e-procurement..........................................................................16
6.1 Analyseren van de markt....................................................................................................17
6.1.1 Wat is een markt?........................................................................................................17
6.1.2 Afbakenen van de markt..............................................................................................17
6.1.3 Marktpotentieel...........................................................................................................17
6.1.4 Deelmarkten en marktbeweging.................................................................................17
6.1.5 De c2c-markt................................................................................................................18
6.2 Wat is marktsegmentatie?..................................................................................................18
6.2.1 Ontwikkeling van marktsegmentatie...........................................................................19
6.2.2 Redenen voor marktsegmentatie................................................................................19
6.2.3 Voorwaarden voor segmentatie..................................................................................20
6.3 Segmentatiecriteria.............................................................................................................21
6.3.1 Demografische segmentatie........................................................................................22
6.3.2 Geografische segmentatie...........................................................................................22
6.3.3 Psychografische segmentatie.......................................................................................22
6.3.4 Gedragssegmentatie....................................................................................................22
6.3.5 Segmentatie van businessmarkten..............................................................................23
6.4 Doelgroep bepaling.............................................................................................................23
6.4.1 Marktbewerkingsstrategieën.......................................................................................23
6.4.2 Kiezen van doelgroepen...............................................................................................24
Bijlagen......................................................................................................................................25
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