Samenvatting marketing
Jaar 2 periode 1
Jara van Dijk
22A
1008725
,Inhoud
Week 1..................................................................................................................................................... 4
Marketing ............................................................................................................................................ 4
Marktwerking ...................................................................................................................................... 4
Marketing concepts – door de tijd heen ............................................................................................. 4
Het marketing concept ........................................................................................................................ 5
De belangrijkste taken van marketing................................................................................................. 5
4 p’s – Productgericht...................................................................................................................... 5
SIVA model – klantgericht ............................................................................................................... 6
SIVA vs 4p’s ...................................................................................................................................... 6
3 R’s ................................................................................................................................................. 6
Marketing van facilitaire diensten....................................................................................................... 6
Belangrijkste vertrekpunten voor FM ............................................................................................. 7
Gedwongen winkelnering................................................................................................................ 7
Week 2..................................................................................................................................................... 7
Strategische marketing........................................................................................................................ 7
Marktomgeving ............................................................................................................................... 8
Inzicht in interne en externe factoren SWOT-Analyse .................................................................... 9
Porters generieke concurrentiestrategieën .................................................................................... 9
Waardepropositie.............................................................................................................................. 10
Treacy en Wiersema ...................................................................................................................... 10
Dienstenportfolio BCG Matrix ........................................................................................................... 11
Concurrentie i.c.m. portfolio – Ansoff............................................................................................... 12
Week 3................................................................................................................................................... 12
Koopbeslissingsproces consumenten................................................................................................ 12
Invloeden op besluitvorming......................................................................................................... 13
Neuromarketing ............................................................................................................................ 13
Criterium klanttevredenheid bij inkoop ........................................................................................ 13
Koopbeslissingsgedrag organisaties .................................................................................................. 14
........................................................................................................................................................... 14
FM & Nudging.................................................................................................................................... 14
Week 5................................................................................................................................................... 15
De facilitaire klant ............................................................................................................................. 15
Imago en identiteit ............................................................................................................................ 15
Je imago beïnvloeden .................................................................................................................... 15
Het kettingkastmodel Birkigt en Stadler ........................................................................................... 17
2
, De weg naar een beter imago ........................................................................................................... 17
Week 6................................................................................................................................................... 18
Communicatie ................................................................................................................................... 18
Communicatieproces..................................................................................................................... 18
Communicatiedoel ........................................................................................................................ 19
Push en Pull strategie .................................................................................................................... 20
Click call face ................................................................................................................................. 20
Prijsbeslissingen ................................................................................................................................ 21
Prijsdoelstellingen ......................................................................................................................... 21
Prijsstrategieën .............................................................................................................................. 21
Prijstactieken ................................................................................................................................. 22
Prijselasticiteit ................................................................................................................................... 23
Week 7................................................................................................................................................... 24
Product en assortiment strategieën.................................................................................................. 24
80/20 regel .................................................................................................................................... 24
Line stretching ............................................................................................................................... 24
Line filling ...................................................................................................................................... 24
Distributie .......................................................................................................................................... 25
Fysieke distributie ......................................................................................................................... 25
Beweging in distributiekanalen ..................................................................................................... 25
Segmentatie ...................................................................................................................................... 26
Vereisten marktsegment ............................................................................................................... 27
Segmentstrategieën .......................................................................................................................... 27
3
Jaar 2 periode 1
Jara van Dijk
22A
1008725
,Inhoud
Week 1..................................................................................................................................................... 4
Marketing ............................................................................................................................................ 4
Marktwerking ...................................................................................................................................... 4
Marketing concepts – door de tijd heen ............................................................................................. 4
Het marketing concept ........................................................................................................................ 5
De belangrijkste taken van marketing................................................................................................. 5
4 p’s – Productgericht...................................................................................................................... 5
SIVA model – klantgericht ............................................................................................................... 6
SIVA vs 4p’s ...................................................................................................................................... 6
3 R’s ................................................................................................................................................. 6
Marketing van facilitaire diensten....................................................................................................... 6
Belangrijkste vertrekpunten voor FM ............................................................................................. 7
Gedwongen winkelnering................................................................................................................ 7
Week 2..................................................................................................................................................... 7
Strategische marketing........................................................................................................................ 7
Marktomgeving ............................................................................................................................... 8
Inzicht in interne en externe factoren SWOT-Analyse .................................................................... 9
Porters generieke concurrentiestrategieën .................................................................................... 9
Waardepropositie.............................................................................................................................. 10
Treacy en Wiersema ...................................................................................................................... 10
Dienstenportfolio BCG Matrix ........................................................................................................... 11
Concurrentie i.c.m. portfolio – Ansoff............................................................................................... 12
Week 3................................................................................................................................................... 12
Koopbeslissingsproces consumenten................................................................................................ 12
Invloeden op besluitvorming......................................................................................................... 13
Neuromarketing ............................................................................................................................ 13
Criterium klanttevredenheid bij inkoop ........................................................................................ 13
Koopbeslissingsgedrag organisaties .................................................................................................. 14
........................................................................................................................................................... 14
FM & Nudging.................................................................................................................................... 14
Week 5................................................................................................................................................... 15
De facilitaire klant ............................................................................................................................. 15
Imago en identiteit ............................................................................................................................ 15
Je imago beïnvloeden .................................................................................................................... 15
Het kettingkastmodel Birkigt en Stadler ........................................................................................... 17
2
, De weg naar een beter imago ........................................................................................................... 17
Week 6................................................................................................................................................... 18
Communicatie ................................................................................................................................... 18
Communicatieproces..................................................................................................................... 18
Communicatiedoel ........................................................................................................................ 19
Push en Pull strategie .................................................................................................................... 20
Click call face ................................................................................................................................. 20
Prijsbeslissingen ................................................................................................................................ 21
Prijsdoelstellingen ......................................................................................................................... 21
Prijsstrategieën .............................................................................................................................. 21
Prijstactieken ................................................................................................................................. 22
Prijselasticiteit ................................................................................................................................... 23
Week 7................................................................................................................................................... 24
Product en assortiment strategieën.................................................................................................. 24
80/20 regel .................................................................................................................................... 24
Line stretching ............................................................................................................................... 24
Line filling ...................................................................................................................................... 24
Distributie .......................................................................................................................................... 25
Fysieke distributie ......................................................................................................................... 25
Beweging in distributiekanalen ..................................................................................................... 25
Segmentatie ...................................................................................................................................... 26
Vereisten marktsegment ............................................................................................................... 27
Segmentstrategieën .......................................................................................................................... 27
3
