SAMENVATTING
CREATING VALUE:
A STRATEGY AND
MARKETING
PERSPECTIVE
DEEL MARKETING
2026
, Creating value : a strategy and marketing perspective – deel marketing
1 MARKETING EN WAARDECREATIE ...............................................................................4
1.1 INLEIDING .................................................................................................................4
1.2 ANALYSE ...................................................................................................................4
1.2.1 BUSINESSMODELLEN (GELDERMAN, 2022) ......................................................................... 5
1.3 CIRCULAR ECONOMY BUSINESS MODELS..........................................................................9
1.3.1 ZES CIRCULAIRE BUSINESSMODELLEN............................................................................... 10
1.3.2 SLOWING, CLOSING EN NARROWING LOOPS....................................................................... 11
1.3.3 VERSCHIL BUSINESSMODEL VAN OSTERWALDER EN PIGNEUR (2010) VS CIRCULAIRE
BUSINESSMODELLEN VAN LÜDEKE-FREUND ET AL. (2019) ................................................................ 11
2 VAN ANALYSE NAAR STRATEGIE ................................................................................ 13
2.1 INLEIDING ............................................................................................................... 13
2.2 SEGMENTATIEONDERZOEK ........................................................................................... 15
2.2.1 EISEN AAN SEGMENTEN ................................................................................................. 15
2.2.2 DE DRIE FASEN VAN SEGMENTATIEANALYSE ......................................................................... 15
2.2.3 BELANGRIJKE RICHTLIJNEN EN CONCLUSIES ....................................................................... 18
2.3 MARKETINGDOELSTELLINGEN EN MARKETINGSTRATEGIEËN .................................................. 19
2.3.1 MARKETINGDOELSTELLINGEN ......................................................................................... 19
2.3.2 SEGMENTATIE EN DOELGROEPKEUZE................................................................................. 19
2.3.3 MERKPOSITIONERING ................................................................................................... 21
2.3.4 MERKARCHITECTUUR .................................................................................................... 29
2.3.5 MERKNAMEN .............................................................................................................. 31
2.4 ONDERZOEK NAAR MARKETING STRATEGY ....................................................................... 32
2.4.1 FORMULATION-IMPLEMENTATION DICHOTOMY-PERSPECTIEF .................................................. 32
2.4.2 STP BINNEN HET FRAMEWORK ........................................................................................ 32
2.4.3 THEORIE VERSUS DATA-DRIVEN ONDERZOEK....................................................................... 33
3 MARKETINGSTRATEGIE (B2B) .................................................................................... 35
3.1 INLEIDING ............................................................................................................... 35
3.2 BUSINESS-TO-BUSINESS MARKETING .............................................................................. 36
3.2.1 CORONA EN DIGITALISERING .......................................................................................... 36
3.2.2 KENMERKEN VAN BUSINESS MARKETING ............................................................................ 36
3.2.3 VAN MARKETINGCONCEPT NAAR WAARDESTRATEGIE ............................................................ 37
3.2.4 DE FUNCTIETYPOLOGIE VAN MARTIN SIMON ....................................................................... 38
3.2.5 TOELEVEREN EN UITBESTEDEN ........................................................................................ 40
3.2.6 MARKETINGSTRATEGIE .................................................................................................. 40
3.2.7 RELATIEMANAGEMENT................................................................................................... 44
3.2.8 PERSOONLIJKE VERKOOP IN BUSINESS MARKETING............................................................... 44
3.2.9 MARKETING AUTOMATION .............................................................................................. 45
1
, Creating value : a strategy and marketing perspective – deel marketing
3.3 CASUS BILLY GRACE .................................................................................................. 46
3.3.1 ACHTERGROND ........................................................................................................... 46
3.3.2 MACRONIVEAU ............................................................................................................ 46
3.3.3 MICRONIVEAU............................................................................................................. 47
3.4 MARKETING ETHICS ................................................................................................... 47
3.4.1 DE BELANGRIJKSTE KRITIEK OP MARKETING (DRUMWRIGHT, 2018) .......................................... 48
3.4.2 WAAROM BLIJVEN MARKETEERS ONETHISCH HANDELEN? (DRUMWRIGHT, 2019) ........................ 48
3.4.3 VIER NORMATIEVE ETHISCHE THEORIEËN (LACZNIAK & MURPHY, 2019) .................................... 49
4 VAN MARKETINGSTRATEGIE NAAR -ETHIEK................................................................ 50
4.1 INLEIDING ............................................................................................................... 50
4.1.1 MODELLEN VOOR WAARDECREATIE .................................................................................. 51
4.1.2 DRIE KERNONDERWERPEN VAN DEZE TAAK ......................................................................... 52
4.2 ONLINE MARKETING ................................................................................................... 52
4.2.1 TURBULENTE TIJDEN ..................................................................................................... 52
4.2.2 DE DIGITALE REVOLUTIE ................................................................................................. 53
4.2.3 DE NIEUWE REALITEIT IN MARKETINGCOMMUNICATIE ............................................................ 54
4.2.4 CONTENT MARKETING ................................................................................................... 54
4.2.5 INFLUENCER MARKETING ............................................................................................... 55
4.2.6 WEBSITES .................................................................................................................. 56
4.2.7 ZOEKMACHINEMARKETING (SEO & SEA)........................................................................... 57
4.2.8 DE KWALITEIT VAN WEBSITES ........................................................................................... 58
4.2.9 SOCIAL MEDIA ............................................................................................................. 59
4.2.10 INSTAGRAM EN FACEBOOK MARKETING............................................................................ 59
4.3 DE INKOOPFUNCTIE ................................................................................................... 60
4.3.1 HET TOENEMEND BELANG VAN INKOOP ............................................................................. 60
4.3.2 BEGRIPSBEPALING ....................................................................................................... 61
4.3.3 VERSCHILLEN TUSSEN HET KOOPGEDRAG VAN ORGANISATIES EN CONSUMENTEN........................ 61
DE ONTWIKKELING VAN DE INKOOPFUNCTIE ................................................................................... 62
4.3.4 VISIES OP DE INKOOPFUNCTIE ......................................................................................... 62
4.3.5 HET BELANG VAN DE INKOOPFUNCTIE ............................................................................... 63
4.3.6 DE LINK TUSSEN ONDERNEMINGSSTRATEGIE EN INKOOPSTRATEGIE .......................................... 64
4.4 SUPPLY CHAIN MANAGEMENT ....................................................................................... 66
4.4.1 DE EXTERNE SUPPLY CHAIN ............................................................................................ 66
4.4.2 SCM: EEN DEFINITIE ..................................................................................................... 66
4.4.3 MACHTSBALANS .......................................................................................................... 67
4.4.4 HET ONTWERPEN VAN ROBUUSTE SUPPLY CHAINS................................................................ 68
4.4.5 LEE (2002) – SUPPLY CHAIN STRATEGIEËN AFSTEMMEN OP ONZEKERHEID ................................ 70
4.5 ZIE CASUS ASML ...................................................................................................... 72
5 IMPLEMENTATIE EN EVALUATIE ................................................................................. 73
5.1 INLEIDING ............................................................................................................... 73
2
, Creating value : a strategy and marketing perspective – deel marketing
5.2 MARKETING ANALYTICS ............................................................................................... 74
5.2.1 ANALYTICS ALS PROCES – DE PEACO-CIRKEL..................................................................... 74
5.2.2 DATA DRIVEN MARKETING EN DATA SCIENCE ....................................................................... 75
5.2.3 BIG DATA EN MARKETING ................................................................................................ 75
5.2.4 ARTIFICIAL INTELLIGENCE EN MARKETING........................................................................... 76
5.2.5 VAN COOKIES NAAR ALGORITMES ..................................................................................... 77
5.2.6 MARKETING WEBSITE ANALYTICS ...................................................................................... 77
5.3 MARKETING METRICS ................................................................................................. 78
5.3.1 DE MARKETINGFUNNEL ................................................................................................. 78
5.3.2 5 CATEGORIEËN VAN MARKETING METRICS ........................................................................ 80
5.4 PROACTIEVE WAARDECREATIE (SHETH, 2021) .................................................................. 81
5.4.1 MARKETINGSTRATEGIE .................................................................................................. 81
5.4.2 CONSUMENTENGEDRAG................................................................................................ 82
5.4.3 MARKETINGANALYTICS .................................................................................................. 83
5.4.4 CONVERGENTIE VAN DE DRIE SUBGEBIEDEN ....................................................................... 84
3
CREATING VALUE:
A STRATEGY AND
MARKETING
PERSPECTIVE
DEEL MARKETING
2026
, Creating value : a strategy and marketing perspective – deel marketing
1 MARKETING EN WAARDECREATIE ...............................................................................4
1.1 INLEIDING .................................................................................................................4
1.2 ANALYSE ...................................................................................................................4
1.2.1 BUSINESSMODELLEN (GELDERMAN, 2022) ......................................................................... 5
1.3 CIRCULAR ECONOMY BUSINESS MODELS..........................................................................9
1.3.1 ZES CIRCULAIRE BUSINESSMODELLEN............................................................................... 10
1.3.2 SLOWING, CLOSING EN NARROWING LOOPS....................................................................... 11
1.3.3 VERSCHIL BUSINESSMODEL VAN OSTERWALDER EN PIGNEUR (2010) VS CIRCULAIRE
BUSINESSMODELLEN VAN LÜDEKE-FREUND ET AL. (2019) ................................................................ 11
2 VAN ANALYSE NAAR STRATEGIE ................................................................................ 13
2.1 INLEIDING ............................................................................................................... 13
2.2 SEGMENTATIEONDERZOEK ........................................................................................... 15
2.2.1 EISEN AAN SEGMENTEN ................................................................................................. 15
2.2.2 DE DRIE FASEN VAN SEGMENTATIEANALYSE ......................................................................... 15
2.2.3 BELANGRIJKE RICHTLIJNEN EN CONCLUSIES ....................................................................... 18
2.3 MARKETINGDOELSTELLINGEN EN MARKETINGSTRATEGIEËN .................................................. 19
2.3.1 MARKETINGDOELSTELLINGEN ......................................................................................... 19
2.3.2 SEGMENTATIE EN DOELGROEPKEUZE................................................................................. 19
2.3.3 MERKPOSITIONERING ................................................................................................... 21
2.3.4 MERKARCHITECTUUR .................................................................................................... 29
2.3.5 MERKNAMEN .............................................................................................................. 31
2.4 ONDERZOEK NAAR MARKETING STRATEGY ....................................................................... 32
2.4.1 FORMULATION-IMPLEMENTATION DICHOTOMY-PERSPECTIEF .................................................. 32
2.4.2 STP BINNEN HET FRAMEWORK ........................................................................................ 32
2.4.3 THEORIE VERSUS DATA-DRIVEN ONDERZOEK....................................................................... 33
3 MARKETINGSTRATEGIE (B2B) .................................................................................... 35
3.1 INLEIDING ............................................................................................................... 35
3.2 BUSINESS-TO-BUSINESS MARKETING .............................................................................. 36
3.2.1 CORONA EN DIGITALISERING .......................................................................................... 36
3.2.2 KENMERKEN VAN BUSINESS MARKETING ............................................................................ 36
3.2.3 VAN MARKETINGCONCEPT NAAR WAARDESTRATEGIE ............................................................ 37
3.2.4 DE FUNCTIETYPOLOGIE VAN MARTIN SIMON ....................................................................... 38
3.2.5 TOELEVEREN EN UITBESTEDEN ........................................................................................ 40
3.2.6 MARKETINGSTRATEGIE .................................................................................................. 40
3.2.7 RELATIEMANAGEMENT................................................................................................... 44
3.2.8 PERSOONLIJKE VERKOOP IN BUSINESS MARKETING............................................................... 44
3.2.9 MARKETING AUTOMATION .............................................................................................. 45
1
, Creating value : a strategy and marketing perspective – deel marketing
3.3 CASUS BILLY GRACE .................................................................................................. 46
3.3.1 ACHTERGROND ........................................................................................................... 46
3.3.2 MACRONIVEAU ............................................................................................................ 46
3.3.3 MICRONIVEAU............................................................................................................. 47
3.4 MARKETING ETHICS ................................................................................................... 47
3.4.1 DE BELANGRIJKSTE KRITIEK OP MARKETING (DRUMWRIGHT, 2018) .......................................... 48
3.4.2 WAAROM BLIJVEN MARKETEERS ONETHISCH HANDELEN? (DRUMWRIGHT, 2019) ........................ 48
3.4.3 VIER NORMATIEVE ETHISCHE THEORIEËN (LACZNIAK & MURPHY, 2019) .................................... 49
4 VAN MARKETINGSTRATEGIE NAAR -ETHIEK................................................................ 50
4.1 INLEIDING ............................................................................................................... 50
4.1.1 MODELLEN VOOR WAARDECREATIE .................................................................................. 51
4.1.2 DRIE KERNONDERWERPEN VAN DEZE TAAK ......................................................................... 52
4.2 ONLINE MARKETING ................................................................................................... 52
4.2.1 TURBULENTE TIJDEN ..................................................................................................... 52
4.2.2 DE DIGITALE REVOLUTIE ................................................................................................. 53
4.2.3 DE NIEUWE REALITEIT IN MARKETINGCOMMUNICATIE ............................................................ 54
4.2.4 CONTENT MARKETING ................................................................................................... 54
4.2.5 INFLUENCER MARKETING ............................................................................................... 55
4.2.6 WEBSITES .................................................................................................................. 56
4.2.7 ZOEKMACHINEMARKETING (SEO & SEA)........................................................................... 57
4.2.8 DE KWALITEIT VAN WEBSITES ........................................................................................... 58
4.2.9 SOCIAL MEDIA ............................................................................................................. 59
4.2.10 INSTAGRAM EN FACEBOOK MARKETING............................................................................ 59
4.3 DE INKOOPFUNCTIE ................................................................................................... 60
4.3.1 HET TOENEMEND BELANG VAN INKOOP ............................................................................. 60
4.3.2 BEGRIPSBEPALING ....................................................................................................... 61
4.3.3 VERSCHILLEN TUSSEN HET KOOPGEDRAG VAN ORGANISATIES EN CONSUMENTEN........................ 61
DE ONTWIKKELING VAN DE INKOOPFUNCTIE ................................................................................... 62
4.3.4 VISIES OP DE INKOOPFUNCTIE ......................................................................................... 62
4.3.5 HET BELANG VAN DE INKOOPFUNCTIE ............................................................................... 63
4.3.6 DE LINK TUSSEN ONDERNEMINGSSTRATEGIE EN INKOOPSTRATEGIE .......................................... 64
4.4 SUPPLY CHAIN MANAGEMENT ....................................................................................... 66
4.4.1 DE EXTERNE SUPPLY CHAIN ............................................................................................ 66
4.4.2 SCM: EEN DEFINITIE ..................................................................................................... 66
4.4.3 MACHTSBALANS .......................................................................................................... 67
4.4.4 HET ONTWERPEN VAN ROBUUSTE SUPPLY CHAINS................................................................ 68
4.4.5 LEE (2002) – SUPPLY CHAIN STRATEGIEËN AFSTEMMEN OP ONZEKERHEID ................................ 70
4.5 ZIE CASUS ASML ...................................................................................................... 72
5 IMPLEMENTATIE EN EVALUATIE ................................................................................. 73
5.1 INLEIDING ............................................................................................................... 73
2
, Creating value : a strategy and marketing perspective – deel marketing
5.2 MARKETING ANALYTICS ............................................................................................... 74
5.2.1 ANALYTICS ALS PROCES – DE PEACO-CIRKEL..................................................................... 74
5.2.2 DATA DRIVEN MARKETING EN DATA SCIENCE ....................................................................... 75
5.2.3 BIG DATA EN MARKETING ................................................................................................ 75
5.2.4 ARTIFICIAL INTELLIGENCE EN MARKETING........................................................................... 76
5.2.5 VAN COOKIES NAAR ALGORITMES ..................................................................................... 77
5.2.6 MARKETING WEBSITE ANALYTICS ...................................................................................... 77
5.3 MARKETING METRICS ................................................................................................. 78
5.3.1 DE MARKETINGFUNNEL ................................................................................................. 78
5.3.2 5 CATEGORIEËN VAN MARKETING METRICS ........................................................................ 80
5.4 PROACTIEVE WAARDECREATIE (SHETH, 2021) .................................................................. 81
5.4.1 MARKETINGSTRATEGIE .................................................................................................. 81
5.4.2 CONSUMENTENGEDRAG................................................................................................ 82
5.4.3 MARKETINGANALYTICS .................................................................................................. 83
5.4.4 CONVERGENTIE VAN DE DRIE SUBGEBIEDEN ....................................................................... 84
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