Marketing 2 samenvatting
Inhoud
Inhoud
Les 1: Herhaling & Hoofdstuk 9 – Marketingcommunicatiestrategieën...................................................................3
Herhaling marketing 1: De marketingmix niet in tentamen................................................................................3
hs. 9 - Marketingcommunicatie............................................................................................................................5
Communicatiemodel.............................................................................................................................................6
Communicatiebeleid en doelstellingen.................................................................................................................7
Pullstrategie versus pushstrategie........................................................................................................................8
niet- & Klassiek hiërarische Modellen...................................................................................................................9
Communicatiemix bepalen.................................................................................................................................11
Public relations....................................................................................................................................................12
Les 2: Hoofdstuk 10 – Reclame...............................................................................................................................15
Reclametypen......................................................................................................................................................15
DAGMAR-model..................................................................................................................................................17
Reclamestrategieën.............................................................................................................................................17
Campagneontwikkeling & mediaselectie............................................................................................................18
Online targeting & reclame effecten meten.......................................................................................................20
Reclamebureaus & sponsoring...........................................................................................................................22
Les 3: Hoofdstuk 12 – prijsbeleid............................................................................................................................23
Vraagcurve...........................................................................................................................................................24
Prijsbepaling nieuwe producten.........................................................................................................................25
Prijsdoelstellingen...............................................................................................................................................26
Kortingen.............................................................................................................................................................28
Prijsbepaling........................................................................................................................................................30
Prijselasticiteit.....................................................................................................................................................32
Concurrentiegeoriënteerde prijszetting & marktvormen...................................................................................35
Les 4: Hoofdstuk 13 – distributiebeleid..................................................................................................................36
Keuze type kanaal................................................................................................................................................37
Distributiekanalen...............................................................................................................................................38
Distributiekengetallen & formules !....................................................................................................................40
Kanaalleiderschap en -management...................................................................................................................41
Les 5: Hoofdstuk 14 – detailhandel.........................................................................................................................45
Rol van de detailhandel.......................................................................................................................................45
Detailhandelsvormen & long tail.........................................................................................................................45
1
, Marketing funnel (trechter)................................................................................................................................46
Trade-marketing..................................................................................................................................................48
Detailhandelsmix: 6 P’s.......................................................................................................................................49
Detailhandelsmarketing......................................................................................................................................50
Les 6: Hoofdstuk 15 – Internationale marketing.....................................................................................................51
Soorten internationale marketing.......................................................................................................................52
Strategische planning..........................................................................................................................................52
2
, LES 1: HERHALING & HOOFDSTUK 9 – MARKETINGCOMMUNICATIESTRATEGIEËN
HERHALING MARKETING 1: DE MARKETINGMIX NIET IN TENTAMEN
Omschrijven van de doelgroep concepten voor producten en diensten inspelen op de
vraag met een uitgekiend marketingbeleid
Stappen volgorde: 1) segmentatie, 2) doelgroep-bepaling 3) positionering
Bv. segmentatiecriteria: demografisch, geografisch, psychografisch, gedrag.
2de taak van de marketing: inspelen op de vraag met de 4 p’s (product, prijs, promotie,
plaats) en de 3 r’s (reputatie, relatie, respons).
Interne omgeving = micro-omgeving bedrijfsfuncties (afdelingen), beschikbare middelen
Externe omgeving meso-omgeving en macro-omgeving.
Ongedifferentieerde marketing = 1 marketingmix, 1 markt
Geconcentreerde marketing = 1 marketing mix, meer markten
Gedifferentieerde marketing = meerdere marketingmixen, meerdere markten
Porter’s generieke
concurrentiestrategieën
3
Inhoud
Inhoud
Les 1: Herhaling & Hoofdstuk 9 – Marketingcommunicatiestrategieën...................................................................3
Herhaling marketing 1: De marketingmix niet in tentamen................................................................................3
hs. 9 - Marketingcommunicatie............................................................................................................................5
Communicatiemodel.............................................................................................................................................6
Communicatiebeleid en doelstellingen.................................................................................................................7
Pullstrategie versus pushstrategie........................................................................................................................8
niet- & Klassiek hiërarische Modellen...................................................................................................................9
Communicatiemix bepalen.................................................................................................................................11
Public relations....................................................................................................................................................12
Les 2: Hoofdstuk 10 – Reclame...............................................................................................................................15
Reclametypen......................................................................................................................................................15
DAGMAR-model..................................................................................................................................................17
Reclamestrategieën.............................................................................................................................................17
Campagneontwikkeling & mediaselectie............................................................................................................18
Online targeting & reclame effecten meten.......................................................................................................20
Reclamebureaus & sponsoring...........................................................................................................................22
Les 3: Hoofdstuk 12 – prijsbeleid............................................................................................................................23
Vraagcurve...........................................................................................................................................................24
Prijsbepaling nieuwe producten.........................................................................................................................25
Prijsdoelstellingen...............................................................................................................................................26
Kortingen.............................................................................................................................................................28
Prijsbepaling........................................................................................................................................................30
Prijselasticiteit.....................................................................................................................................................32
Concurrentiegeoriënteerde prijszetting & marktvormen...................................................................................35
Les 4: Hoofdstuk 13 – distributiebeleid..................................................................................................................36
Keuze type kanaal................................................................................................................................................37
Distributiekanalen...............................................................................................................................................38
Distributiekengetallen & formules !....................................................................................................................40
Kanaalleiderschap en -management...................................................................................................................41
Les 5: Hoofdstuk 14 – detailhandel.........................................................................................................................45
Rol van de detailhandel.......................................................................................................................................45
Detailhandelsvormen & long tail.........................................................................................................................45
1
, Marketing funnel (trechter)................................................................................................................................46
Trade-marketing..................................................................................................................................................48
Detailhandelsmix: 6 P’s.......................................................................................................................................49
Detailhandelsmarketing......................................................................................................................................50
Les 6: Hoofdstuk 15 – Internationale marketing.....................................................................................................51
Soorten internationale marketing.......................................................................................................................52
Strategische planning..........................................................................................................................................52
2
, LES 1: HERHALING & HOOFDSTUK 9 – MARKETINGCOMMUNICATIESTRATEGIEËN
HERHALING MARKETING 1: DE MARKETINGMIX NIET IN TENTAMEN
Omschrijven van de doelgroep concepten voor producten en diensten inspelen op de
vraag met een uitgekiend marketingbeleid
Stappen volgorde: 1) segmentatie, 2) doelgroep-bepaling 3) positionering
Bv. segmentatiecriteria: demografisch, geografisch, psychografisch, gedrag.
2de taak van de marketing: inspelen op de vraag met de 4 p’s (product, prijs, promotie,
plaats) en de 3 r’s (reputatie, relatie, respons).
Interne omgeving = micro-omgeving bedrijfsfuncties (afdelingen), beschikbare middelen
Externe omgeving meso-omgeving en macro-omgeving.
Ongedifferentieerde marketing = 1 marketingmix, 1 markt
Geconcentreerde marketing = 1 marketing mix, meer markten
Gedifferentieerde marketing = meerdere marketingmixen, meerdere markten
Porter’s generieke
concurrentiestrategieën
3
