Hoofdstuk 1
Blz. 29 → Core Marketing Concepts (=kernconcepten): 1. Needs, Wants, and Demands 2. Target Markets, Positioning, and
Segmentation 3. Offerings and Brands 4. Marketing Channels 5. Paid, Owned, and Earned Media 6. Impressions and
Engagement 7. Value and Satisfaction 8. Supply Chain 9. Competition 10. Marketing Environment.
Blz. 34 → Company Orientation Toward the Marketplace (=marketingmanagementconcepten): 1. The Production Concept 2.
The Product Concept 3. The Selling Concept 4. The Marketing Concept 5. The Holistic Marketing Concept.
Hoofdstuk 2
Blz. 44 → Core Competencies (=kerncompetenties): 3 eisen.
Blz. 46 → Assessing Growth Opportunities (groeistrategieën van Ansoff): 4 strategieën.
PP week 1, slide 39 → Divergeren
Option 1 Option 2 Option 3
Suitability * * ***
• Central problem ** *
• Connected goals * **
• In line with the SWOT
Feasibility *** * **
• Return on investment (ROI) *** * *
• Financial risk
• Achievable
Acceptability ** * *
• Personnel * ** *
• Current/potential customers
• Other stakeholders
Score options 10 7 11
Blz. 49 → Strategy Formulation (Porter): Overall cost leadership, Differentiation, Focus.
Hoofdstuk 4
Blz. 79 → Customer-Perceived Value (=waargenomen toegevoegde waarde): figuur 4.1.
Blz. 105 → Business Buying Situations: Straight rebuy, Modified rebuy and New task.
Hoofdstuk 6
Blz. 117 → Bases for Segmenting Consumer Markets (= segmentatiecriteria): 1. Geographic Segmentation 2. Demographic
Segmentation 3. Psychographic Segmentation 4. Behavioral Segmentation.
Blz. 118 → Tabel 6.1: Major Segmentation Variables for Consumer Markets
Blz. 125 → Long-Term Segment Attractiveness (Vijfkrachtenmodel Porter): 1. Threat of intense segment rivalry 2. Threat of
potential entrants 3. Threat of substitutes 4. Threat of buyers’ growing bargaining power 5. Threat of suppliers’ growing
bargaining power.
Blz. 125 + zie PP week 3, slide 20 → Evaluating and Selecting Market Segments (=segmentpatronen)
Marketers have a range or continuum of possible levels of segmentation that can guide their target market decisions. The
following four levels of segmentation can be distinguished:
Blz. 29 → Core Marketing Concepts (=kernconcepten): 1. Needs, Wants, and Demands 2. Target Markets, Positioning, and
Segmentation 3. Offerings and Brands 4. Marketing Channels 5. Paid, Owned, and Earned Media 6. Impressions and
Engagement 7. Value and Satisfaction 8. Supply Chain 9. Competition 10. Marketing Environment.
Blz. 34 → Company Orientation Toward the Marketplace (=marketingmanagementconcepten): 1. The Production Concept 2.
The Product Concept 3. The Selling Concept 4. The Marketing Concept 5. The Holistic Marketing Concept.
Hoofdstuk 2
Blz. 44 → Core Competencies (=kerncompetenties): 3 eisen.
Blz. 46 → Assessing Growth Opportunities (groeistrategieën van Ansoff): 4 strategieën.
PP week 1, slide 39 → Divergeren
Option 1 Option 2 Option 3
Suitability * * ***
• Central problem ** *
• Connected goals * **
• In line with the SWOT
Feasibility *** * **
• Return on investment (ROI) *** * *
• Financial risk
• Achievable
Acceptability ** * *
• Personnel * ** *
• Current/potential customers
• Other stakeholders
Score options 10 7 11
Blz. 49 → Strategy Formulation (Porter): Overall cost leadership, Differentiation, Focus.
Hoofdstuk 4
Blz. 79 → Customer-Perceived Value (=waargenomen toegevoegde waarde): figuur 4.1.
Blz. 105 → Business Buying Situations: Straight rebuy, Modified rebuy and New task.
Hoofdstuk 6
Blz. 117 → Bases for Segmenting Consumer Markets (= segmentatiecriteria): 1. Geographic Segmentation 2. Demographic
Segmentation 3. Psychographic Segmentation 4. Behavioral Segmentation.
Blz. 118 → Tabel 6.1: Major Segmentation Variables for Consumer Markets
Blz. 125 → Long-Term Segment Attractiveness (Vijfkrachtenmodel Porter): 1. Threat of intense segment rivalry 2. Threat of
potential entrants 3. Threat of substitutes 4. Threat of buyers’ growing bargaining power 5. Threat of suppliers’ growing
bargaining power.
Blz. 125 + zie PP week 3, slide 20 → Evaluating and Selecting Market Segments (=segmentpatronen)
Marketers have a range or continuum of possible levels of segmentation that can guide their target market decisions. The
following four levels of segmentation can be distinguished:
