Compacte samenvatting hele boek incl visuals en belangrijkste

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Compacte samenvatting hele boek incl visuals en belangrijkste berekenigen voor tentamen Inhoudsopgave Hoofdstuk 1 Interne Analyse......................................................5 1.1Strategische uitgangspositie.............................................................................5 1.1.1Missie en Visie.............................................................................................5 1.1.2Model van Abell...........................................................................................5 1.1.3Model van Treacy en Wiersema...................................................................5 1.1.4Strategische doelstellingen.........................................................................5 1.2Portfolioanalyses...............................................................................................6 1.2.1BCG-matrix..................................................................................................6 1.2.2MABA-analyse..............................................................................................6 1.3De value chain van Porter.................................................................................6 1.4Het 7S-model.....................................................................................................7 1.6Marketinganalyse..............................................................................................7 1.6.1Productanalyse............................................................................................7 1.6.2Klantanalyse................................................................................................8 1.6.3Customer lifetime value..............................................................................9 Hoofdstuk 2 Externe Analyse....................................................10 2.1Het vijfkrachtenmodel van Porter....................................................................10 2.2De marktvraag.................................................................................................10 2.2.1Penetratiegraad.........................................................................................11 2.2.2Totale effectieve markt.............................................................................11 2.2.3Totale potentiele markt.............................................................................11 2.2.4Marktontwikkeling.....................................................................................12 2.2.5Voorspellen van de marktvraag.................................................................12 2.2.6Marktaandeel.............................................................................................12 2.2.7Formule van Parfitt-Collins........................................................................12 2.2.8Relatief marktaandeel...............................................................................12 2.3De afnemer......................................................................................................13 2.3.1Model van Maslow.....................................................................................13 2.3.2Stimulus-responsmodel.............................................................................13 2.3.3Communicatiemodellen.............................................................................13 2.3.4Het adoptie model van Rogers..................................................................14 2.3.5De klantenpiramide van Curry voor B2B-markten.....................................14 2.4De concurrent..................................................................................................14 2.4.1Benchmark................................................................................................14 2.4.2Positioneringsschema................................................................................15 2.5De leverancier: vendorrating...........................................................................15 2.6Macro-omgevingsanalyse: DESTEP..................................................................16 Hoofdstuk 3 Strategie van SWOT naar marketingplan................17 3.1SWOT-analyse en confrontatiematrix..............................................................17 3.1.1SWOT-analyse...........................................................................................17 3.1.2Confrontatiematrix....................................................................................17 3.2Het formuleren van strategische opties...........................................................17 3.2.1Strategische opties....................................................................................17 3.2.2Porters concurrentiestrategie....................................................................17 3.2.3Model van Treacy en Wiersema.................................................................18 3.2.4Groeistrategieën Ansoff.............................................................................18 3.2.5Doyle: strategische focus..........................................................................19 3.2.6Blue Ocean Strategy..................................................................................19 2 / 4

3.2.7Business Model Canvas.............................................................................19 3.2.8Overige aandachtspunten.........................................................................19 3.3Toetsen van opties..........................................................................................20 3.4Marketingplanning...........................................................................................20 3.5Internationale marketingstrategie...................................................................20 Hoofdstuk 4 Product/dienst......................................................21 4.1Producten en assortimenten............................................................................21 4.1.1Productniveaus..........................................................................................21 4.1.2Assortimentsdimensies..............................................................................21 4.1.3De long tail................................................................................................21 4.2Productlevenscyclus........................................................................................21 4.3Conjoint analysis voor productontwikkeling....................................................22 4.4Merken.............................................................................................................22 4.4.1..........................................................................................................................................

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4.4.2Merkwaardepiramide.................................................................................22 4.4.3Brand report card...................................................................................22 4.4.4Merkwisselmodel....................................................................................22 4.5Diensten.......................................................................................................23 4.5.1Het dienstenconcept..................................................................................23 4.5.2Dienstencontinuüm...................................................................................23 4.5.3Dienstencategorieën.................................................................................23 4.5.4Het dienstenmarketingsysteem.................................................................23 4.5.5GAP-model van servicekwaliteit................................................................24 4.5.6Vraag en aanbod afstemmen....................................................................24 Hoofdstuk 5 Prijs.....................................................................25 5.1Factoren bij prijsbepaling..............................................................................25 5.2Prijsberekening met kostenprijsoriëntatie....................................................25 5.2.1Berekening kostprijs...............................................................................25 5.2.2Kostprijs-plusmethode............................................................................25 5.2.3Margeketen.............................................................................................25 5.2.4Break-evenanalyse.................................................................................25 5.3Prijsgevoeligheid...........................................................................................26 5.3.1Vraagcurve.............................................................................................26 5.3.2Prijselasticiteit van de vraag...................................................................26 5.3.3Inkomenselasticiteit................................................................................26 5.3.4Kruisprijselasticiteit.................................................................................27 5.4Prijsberekening met afnemersoriëntatie.......................................................27 5.4.1Totale kosten voor de afnemer...............................................................27 5.4.2Inverse prijszetting.................................................................................27 5.4.3Prijsbepaling op basis van yieldmanagement.........................................27 5.5Prijsberekening op basis van concurrentieoriëntatie....................................28 5.6Prijsbepaling bij productintroductie..............................................................28 5.6.1Penetratiestrategie.................................................................................28 5.6.2Afroomprijsstrategie...............................................................................28 5.7Prijsdifferentiatie en Prijsdiscriminatie..........................................................28 Hoofdstuk 6 Distributie............................................................29 6.1Distributiekanalen...........................................................................................29 6.2Distributiekengetallen.....................................................................................29 6.2.1Formules....................................................................................................29 6.2.2Onderlinge relaties....................................................................................29 3 / 4

6.4Importance-performancematrix.......................................................................30 6.5E-commerce....................................................................................................30 6.5.1Internetstrategie: bricks en/of clicks..........................................................30 6.5.2E-business maturity model........................................................................30 Hoofdstuk 7 Promotie..............................................................31 7.1Inleiding...........................................................................................................31 7.1.1Het communicatiemodel............................................................................31 7.1.2Stappen in marketingcommunicatie..........................................................31 7.2Mission: communicatiedoelstellingen en –strategie.........................................31 7.2.1Doelstellingen............................................................................................31 7.2.2De strategie van geïntegreerde communicatie.........................................31 7.3Money: het communicatiebudget....................................................................31 7.3.1Budgetmethoden.......................................................................................31 7.3.2Drempeleffect............................................................................................32 7.3.3Communicatie-elasticiteit..........................................................................32 7.3.4Carry-overeffect.........................................................................................32 7.4Message, mix en media...................................................................................32 7.4.1Boodschap.................................................................................................32 7.4.2Reclame.....................................................................................................32 7.4.3Sponsoring en events................................................................................32 7.4.4Public relations..........................................................................................32 7.4.5Sales promotion.........................................................................................32 7.4.6Push en pull...............................................................................................33 7.4.7Digitale communicatie...............................................................................33 7.4.8Direct marketing en e-mail........................................................................33 7.4.9Sales funnel...............................................................................................33 7.4.10Persoonlijke verkoop................................................................................33 7.4.11Communicatieplanning............................................................................33 7.5Measurement: communicatieonderzoek..........................................................33 7.5.1Evaluatie digitale communicatiecampagne...............................................34

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