Kennis Marktkansen
Belangrijke begrippen
,Inhoud
Week 1 (wat is marketing?)....................................................................................................................5
Soorten marketing..............................................................................................................................5
B2B.....................................................................................................................................................5
Relatie tussen behoefte en wens........................................................................................................5
Marketingmix.....................................................................................................................................5
Management mindsets (door de tijd heen)........................................................................................5
Relatiemarketing................................................................................................................................5
Week 2 (afnemersanalyse).....................................................................................................................6
Markt..................................................................................................................................................6
Samenstelling totale vraag.................................................................................................................6
6W’s van Ferrel...................................................................................................................................6
Marktsegmentatie..............................................................................................................................6
Segmentatievoorwaarden..................................................................................................................6
Segmentatiecriteria............................................................................................................................6
Segmentatiestrategieën.....................................................................................................................6
Positionering strategieën....................................................................................................................6
Focusgroep.........................................................................................................................................6
Marktonderzoek in fasen....................................................................................................................7
Steekproef..........................................................................................................................................7
Week 3 (bedrijfstak en concurrentie analyse)........................................................................................8
Omgevingsanalyse..............................................................................................................................8
Vormen concurrentie.........................................................................................................................8
Seizoens- en conjuctuurgevoeligheid.................................................................................................8
DESTEP................................................................................................................................................8
Blurring...............................................................................................................................................8
5 krachtenmodel Porter.....................................................................................................................8
Week 4 (distributie en keten 1)..............................................................................................................9
Distributie op schaal...........................................................................................................................9
Distributiestrategieën.........................................................................................................................9
Drijvende krachten ketensamenwerking............................................................................................9
Kenmerken succesvolle ketens...........................................................................................................9
Wens consument................................................................................................................................9
Trends en ontwikkelingen..................................................................................................................9
Collomoduul.......................................................................................................................................9
, Doel verpakking................................................................................................................................10
Vendor Management Inventory (VMI).............................................................................................10
Inkoopportfolio matrix (Kraljic).........................................................................................................10
Klant Order Ontkoppelpunt (KOOP).................................................................................................10
Tracking and Tracing.........................................................................................................................10
Week 5 (distributie en keten 2)............................................................................................................11
Algemene levensmiddelenverordering (ALV)...................................................................................11
TTIP...................................................................................................................................................11
CETA en ISDS.....................................................................................................................................11
Consumer driven pricing...................................................................................................................11
MVO (Maatschappelijk Verantwoord Ondernemen)........................................................................11
Reverse logistics...............................................................................................................................11
Cross docking....................................................................................................................................11
Integrale logistiek.............................................................................................................................11
Leveringsbetrouwbaarheid...............................................................................................................11
Les 6 (consumentengedrag 1)..............................................................................................................12
4 visies op consument......................................................................................................................12
Gedragscyclus...................................................................................................................................12
Invloeden op gedrag consument......................................................................................................12
Beslissingsproces in 6 fasen..............................................................................................................12
Copeland (soorten goederen)...........................................................................................................12
B2C (besluitvorming)........................................................................................................................12
Mentality based marketing...............................................................................................................12
Event driven marketing....................................................................................................................12
Psychologische invloeden.................................................................................................................13
Sociale factoren van invloed.............................................................................................................13
Sociale effecten m.b.t. consumptie..................................................................................................13
Typen ethisch actieve consumenten (Tinlin)....................................................................................13
Ladderstructuur met opeenvolgende niveaus abstractie.................................................................13
Gamification.....................................................................................................................................13
Waarnemen en informatieverwerking.............................................................................................13
Attitude.............................................................................................................................................14
3 dimensies van een attitude........................................................................................................14
Ontstaan attitude.........................................................................................................................14
Attitude volgorde bij hoge- of lage betrokkenheid.......................................................................14
Cognitieve dissonantie theorie.........................................................................................................14
, Vervormingen in perceptie...............................................................................................................14
Black Box..........................................................................................................................................14
Koopbeslissingsproces consument in 5 fases...................................................................................14
Maslows hiërarchie van behoeften..................................................................................................14
Les 7 (consumentengedrag 2)..............................................................................................................15
Cognitief leren..................................................................................................................................15
Affectief leren...................................................................................................................................15
Fasen in klassieke conditionering.....................................................................................................15
Operante conditionering..................................................................................................................15
Vormend leren..................................................................................................................................15
Attitude en gedrag............................................................................................................................15
Merkkeuzeproces.............................................................................................................................15
Belangrijke begrippen
,Inhoud
Week 1 (wat is marketing?)....................................................................................................................5
Soorten marketing..............................................................................................................................5
B2B.....................................................................................................................................................5
Relatie tussen behoefte en wens........................................................................................................5
Marketingmix.....................................................................................................................................5
Management mindsets (door de tijd heen)........................................................................................5
Relatiemarketing................................................................................................................................5
Week 2 (afnemersanalyse).....................................................................................................................6
Markt..................................................................................................................................................6
Samenstelling totale vraag.................................................................................................................6
6W’s van Ferrel...................................................................................................................................6
Marktsegmentatie..............................................................................................................................6
Segmentatievoorwaarden..................................................................................................................6
Segmentatiecriteria............................................................................................................................6
Segmentatiestrategieën.....................................................................................................................6
Positionering strategieën....................................................................................................................6
Focusgroep.........................................................................................................................................6
Marktonderzoek in fasen....................................................................................................................7
Steekproef..........................................................................................................................................7
Week 3 (bedrijfstak en concurrentie analyse)........................................................................................8
Omgevingsanalyse..............................................................................................................................8
Vormen concurrentie.........................................................................................................................8
Seizoens- en conjuctuurgevoeligheid.................................................................................................8
DESTEP................................................................................................................................................8
Blurring...............................................................................................................................................8
5 krachtenmodel Porter.....................................................................................................................8
Week 4 (distributie en keten 1)..............................................................................................................9
Distributie op schaal...........................................................................................................................9
Distributiestrategieën.........................................................................................................................9
Drijvende krachten ketensamenwerking............................................................................................9
Kenmerken succesvolle ketens...........................................................................................................9
Wens consument................................................................................................................................9
Trends en ontwikkelingen..................................................................................................................9
Collomoduul.......................................................................................................................................9
, Doel verpakking................................................................................................................................10
Vendor Management Inventory (VMI).............................................................................................10
Inkoopportfolio matrix (Kraljic).........................................................................................................10
Klant Order Ontkoppelpunt (KOOP).................................................................................................10
Tracking and Tracing.........................................................................................................................10
Week 5 (distributie en keten 2)............................................................................................................11
Algemene levensmiddelenverordering (ALV)...................................................................................11
TTIP...................................................................................................................................................11
CETA en ISDS.....................................................................................................................................11
Consumer driven pricing...................................................................................................................11
MVO (Maatschappelijk Verantwoord Ondernemen)........................................................................11
Reverse logistics...............................................................................................................................11
Cross docking....................................................................................................................................11
Integrale logistiek.............................................................................................................................11
Leveringsbetrouwbaarheid...............................................................................................................11
Les 6 (consumentengedrag 1)..............................................................................................................12
4 visies op consument......................................................................................................................12
Gedragscyclus...................................................................................................................................12
Invloeden op gedrag consument......................................................................................................12
Beslissingsproces in 6 fasen..............................................................................................................12
Copeland (soorten goederen)...........................................................................................................12
B2C (besluitvorming)........................................................................................................................12
Mentality based marketing...............................................................................................................12
Event driven marketing....................................................................................................................12
Psychologische invloeden.................................................................................................................13
Sociale factoren van invloed.............................................................................................................13
Sociale effecten m.b.t. consumptie..................................................................................................13
Typen ethisch actieve consumenten (Tinlin)....................................................................................13
Ladderstructuur met opeenvolgende niveaus abstractie.................................................................13
Gamification.....................................................................................................................................13
Waarnemen en informatieverwerking.............................................................................................13
Attitude.............................................................................................................................................14
3 dimensies van een attitude........................................................................................................14
Ontstaan attitude.........................................................................................................................14
Attitude volgorde bij hoge- of lage betrokkenheid.......................................................................14
Cognitieve dissonantie theorie.........................................................................................................14
, Vervormingen in perceptie...............................................................................................................14
Black Box..........................................................................................................................................14
Koopbeslissingsproces consument in 5 fases...................................................................................14
Maslows hiërarchie van behoeften..................................................................................................14
Les 7 (consumentengedrag 2)..............................................................................................................15
Cognitief leren..................................................................................................................................15
Affectief leren...................................................................................................................................15
Fasen in klassieke conditionering.....................................................................................................15
Operante conditionering..................................................................................................................15
Vormend leren..................................................................................................................................15
Attitude en gedrag............................................................................................................................15
Merkkeuzeproces.............................................................................................................................15
