Samenvatting Basiskennis
marketing
,Inhoudsopgave
Voorwoord.............................................................................................................................................5
Hoofdstuk 1 Marketing...........................................................................................................................6
1.1 Wat is marketing?.........................................................................................................................6
1.2 Marktbenaderingsconcepten.......................................................................................................6
1.3 Afnemers......................................................................................................................................6
1.4 Marketingmix................................................................................................................................6
1.5 Omgevingsfacoren........................................................................................................................7
1.6 Online marketing..........................................................................................................................7
Hoofdstuk 2 Marketing management.....................................................................................................9
2.1 Management en organisaties.......................................................................................................9
2.2 Organisatiestructuur.....................................................................................................................9
2.3 Marketingfuncties.......................................................................................................................10
2.4 Marketingplanningsproces.........................................................................................................12
2.5 Marktbewerkingsstrategieën......................................................................................................15
2.6 Mondiale marketing...................................................................................................................18
Hoofdstuk 3 Markt en vraag.................................................................................................................21
3.1 Marktbegrippen..........................................................................................................................22
3.2 Vraagzijde van de markt.............................................................................................................23
3.3 Aanbodzijde van de markt..........................................................................................................23
3.4 Marktvraag.................................................................................................................................24
Hoofdstuk 4 Consumentengedrag........................................................................................................26
4.1 Soorten consumentengedrag.....................................................................................................27
4.2 Besluitvormingsproces................................................................................................................27
4.3 Koopsituaties..............................................................................................................................28
4.4 Blackboxmodel...........................................................................................................................29
4.5 Online marketing en consumentgedrag.....................................................................................30
Hoofdstuk 5 Koopbeïnvloedende factoren...........................................................................................31
5.1 Psychologische benadering.........................................................................................................31
5.2 Sociologische benadering...........................................................................................................33
5.3 Economische behandeling..........................................................................................................35
Hoofdstuk 6 Marktonderzoek...............................................................................................................36
6.1 Soorten marktonderzoek............................................................................................................36
6.2 Steekproef..................................................................................................................................39
, 6.3 Presentatietechnieken................................................................................................................39
Hoofdstuk 7 Kostprijs en budget..........................................................................................................39
7.1 Vaste en variabele kosten...........................................................................................................39
7.2 Integrale kostprijs.......................................................................................................................40
7.3 Budgetteren................................................................................................................................41
7.4 Btw-berekeningen......................................................................................................................41
Hoofdstuk 8 Winst................................................................................................................................42
8.1 Winstbepaling.............................................................................................................................42
8.2 Break-evenpunt..........................................................................................................................43
8.3 Marktaandeel.............................................................................................................................44
8.4 Winstmarge en -opslag...............................................................................................................44
Hoofdstuk 9 Product.............................................................................................................................44
9.1 Productindelingen en -onderdelen.............................................................................................44
9.2 Productclassificaties...................................................................................................................45
9.3 Assortiment................................................................................................................................46
9.4 Merk...........................................................................................................................................48
9.5 Productlevenscyclus...................................................................................................................50
9.6 Productmix.................................................................................................................................51
Hoofdstuk 10 Prijsbeleid.......................................................................................................................52
10.1 Functie van de factor prijs........................................................................................................52
10.2 Prijsbepalingsmethoden en -berekeningen..............................................................................53
10.3 Prijsbeleving..............................................................................................................................54
10.4 Operationeel prijsbeleid...........................................................................................................55
Hoofdstuk 11 Distributie......................................................................................................................56
11.1 Functie van het distributiekanaal..............................................................................................56
11.2 Soorten distributiekanalen.......................................................................................................57
11.3 Keuze van het distributiekanaal................................................................................................57
11.4 Push- en pull-strategie..............................................................................................................58
11.5 Kanaalconflicten.......................................................................................................................58
11.6 Distributie-intensiteit................................................................................................................59
11.7 Groothandelsvormen................................................................................................................59
11.8 Distributiekengetallen..............................................................................................................60
Hoofdstuk 12 Communicatie................................................................................................................62
12.1 Communicatieproces................................................................................................................62
11.2 Communicatiemodellen en -bureaus........................................................................................63
12.3 Promotiemix.............................................................................................................................64
, 12.4 Reclame....................................................................................................................................64
12.5 Sales promotion........................................................................................................................69
12.6 Persoonlijke verkoop................................................................................................................71
11.7 Public relations (PR)..................................................................................................................72
12.8 Sponsoring................................................................................................................................72
12.9 Loyaliteitsprogramma’s............................................................................................................73
Hoofdstuk 13 Diensten en direct marketing.........................................................................................74
13.1 Diensten en dienstverlening.....................................................................................................74
13.2 Dienstenmarketing...................................................................................................................75
13.3 Direct marketing.......................................................................................................................76
Nawoord...............................................................................................................................................78
marketing
,Inhoudsopgave
Voorwoord.............................................................................................................................................5
Hoofdstuk 1 Marketing...........................................................................................................................6
1.1 Wat is marketing?.........................................................................................................................6
1.2 Marktbenaderingsconcepten.......................................................................................................6
1.3 Afnemers......................................................................................................................................6
1.4 Marketingmix................................................................................................................................6
1.5 Omgevingsfacoren........................................................................................................................7
1.6 Online marketing..........................................................................................................................7
Hoofdstuk 2 Marketing management.....................................................................................................9
2.1 Management en organisaties.......................................................................................................9
2.2 Organisatiestructuur.....................................................................................................................9
2.3 Marketingfuncties.......................................................................................................................10
2.4 Marketingplanningsproces.........................................................................................................12
2.5 Marktbewerkingsstrategieën......................................................................................................15
2.6 Mondiale marketing...................................................................................................................18
Hoofdstuk 3 Markt en vraag.................................................................................................................21
3.1 Marktbegrippen..........................................................................................................................22
3.2 Vraagzijde van de markt.............................................................................................................23
3.3 Aanbodzijde van de markt..........................................................................................................23
3.4 Marktvraag.................................................................................................................................24
Hoofdstuk 4 Consumentengedrag........................................................................................................26
4.1 Soorten consumentengedrag.....................................................................................................27
4.2 Besluitvormingsproces................................................................................................................27
4.3 Koopsituaties..............................................................................................................................28
4.4 Blackboxmodel...........................................................................................................................29
4.5 Online marketing en consumentgedrag.....................................................................................30
Hoofdstuk 5 Koopbeïnvloedende factoren...........................................................................................31
5.1 Psychologische benadering.........................................................................................................31
5.2 Sociologische benadering...........................................................................................................33
5.3 Economische behandeling..........................................................................................................35
Hoofdstuk 6 Marktonderzoek...............................................................................................................36
6.1 Soorten marktonderzoek............................................................................................................36
6.2 Steekproef..................................................................................................................................39
, 6.3 Presentatietechnieken................................................................................................................39
Hoofdstuk 7 Kostprijs en budget..........................................................................................................39
7.1 Vaste en variabele kosten...........................................................................................................39
7.2 Integrale kostprijs.......................................................................................................................40
7.3 Budgetteren................................................................................................................................41
7.4 Btw-berekeningen......................................................................................................................41
Hoofdstuk 8 Winst................................................................................................................................42
8.1 Winstbepaling.............................................................................................................................42
8.2 Break-evenpunt..........................................................................................................................43
8.3 Marktaandeel.............................................................................................................................44
8.4 Winstmarge en -opslag...............................................................................................................44
Hoofdstuk 9 Product.............................................................................................................................44
9.1 Productindelingen en -onderdelen.............................................................................................44
9.2 Productclassificaties...................................................................................................................45
9.3 Assortiment................................................................................................................................46
9.4 Merk...........................................................................................................................................48
9.5 Productlevenscyclus...................................................................................................................50
9.6 Productmix.................................................................................................................................51
Hoofdstuk 10 Prijsbeleid.......................................................................................................................52
10.1 Functie van de factor prijs........................................................................................................52
10.2 Prijsbepalingsmethoden en -berekeningen..............................................................................53
10.3 Prijsbeleving..............................................................................................................................54
10.4 Operationeel prijsbeleid...........................................................................................................55
Hoofdstuk 11 Distributie......................................................................................................................56
11.1 Functie van het distributiekanaal..............................................................................................56
11.2 Soorten distributiekanalen.......................................................................................................57
11.3 Keuze van het distributiekanaal................................................................................................57
11.4 Push- en pull-strategie..............................................................................................................58
11.5 Kanaalconflicten.......................................................................................................................58
11.6 Distributie-intensiteit................................................................................................................59
11.7 Groothandelsvormen................................................................................................................59
11.8 Distributiekengetallen..............................................................................................................60
Hoofdstuk 12 Communicatie................................................................................................................62
12.1 Communicatieproces................................................................................................................62
11.2 Communicatiemodellen en -bureaus........................................................................................63
12.3 Promotiemix.............................................................................................................................64
, 12.4 Reclame....................................................................................................................................64
12.5 Sales promotion........................................................................................................................69
12.6 Persoonlijke verkoop................................................................................................................71
11.7 Public relations (PR)..................................................................................................................72
12.8 Sponsoring................................................................................................................................72
12.9 Loyaliteitsprogramma’s............................................................................................................73
Hoofdstuk 13 Diensten en direct marketing.........................................................................................74
13.1 Diensten en dienstverlening.....................................................................................................74
13.2 Dienstenmarketing...................................................................................................................75
13.3 Direct marketing.......................................................................................................................76
Nawoord...............................................................................................................................................78
