Daniel Goleman's Book Emotional Intelligence Is Phenomenal. Rich With Insight And Valuable Information, It Provides Answers To Some Questions That Have Perplexed Professionals And Lay Persons Alike For Some Time

2432 words - 10 pages

Chapter 1
De noodzaak om traditionele opvattingen van marketing uit te dagen:
Het proces van het gaan naar de markt
Wat managers moeten weten
Uitdagingen voor de 21ste eeuw manager
De strategische route

Processen die waarde definiëren bijvoorbeeld kennis en markt
Processen die waarde maken bijvoorbeeld ontwikkeling van nieuwe producten,innovatie en marktontwikkeling
Processen dat de waarde levert bijvoorbeeld klantenservice en klantwaarde

Het proces van het gaan naar de markt, niet ''marketing'' in de traditionele zin:
Begrijpen klanten en hun superieure waarde
Een marketingstrategie ontwikkelen om een robuuste waarde propositie aan klanten te leveren
Het bereiken van implementatie door het besturen van dingen die er toe doen in de bedrijfsomgeving
Uitdagingen van de 21ste eeuw
Uitdagingen 21ste eeuw
Nieuwe businessmodellen
Business behendigheid
Overleven van crisis
Recessie en herstel
Agressief investeren

De strategische route
Markt aftasten en leerstrategie
Strategische markt keuzes en doelen
Klantwaarde strategie en positionering
Strategische relaties en netwerken

Chapter 2
De klant raadsel
De verfijnde klant
Markt verschuivingen en bevingen
consumentenmarkt veranderingen
markt granulariteit
Opnieuw gevormde business-to-business markten
Hoe kan marketing processen inspelen op deze veranderingen?

Hoe kan marketing reageren op deze marketingprocessen?
Radicale en ontwrichtende veranderingen in de marktstructuur hebben traditionele marketing achtergelaten
De dringende uitdaging is om te werken hoe we "doen" marketing na te denken hoe de klanten en markten zijn veranderd
Nieuwe marketing tegen oude marketing:Nieuwe marketing wint
Oude marketing heeft het niet meer volgehouden
Oude marketing gaat over marketing programma's
gestructureerd / gepland rond traditionele model
operaties / tactische
Nieuwe marketing houdt zich bezig met het onderliggende proces van het gaan naar de markt en de strategische keuzes
Marketingstrategie en marketingprogramma (marketingmix)
Marketing strategy > Marketing programma > Klant Marketplace
(Waarde aanbieden) > Product en prijs
(Marketing tools) > Plaats en promotie
Producten, merken en innovatie
Traditionele opvattingen van productbeleid
definiëren van het product zelf
het kiezen van de productmix
creëren van een merkenbeleid
ontwikkelen en lanceren van nieuwe producten
beheren van product schrappingen
Veel nadruk op de merken om mee te concurreren
Wat is hier verkeerd aan?
het produceert incrementele, marginale veranderingen in het productaanbod wat niemand imponeert
de echte uitdaging is het bouwen van creatieve, innovatieve bedrijven
marketing processen moeten creatieve en krachtige innovaties sturen zodat de markten opnieuw vormen

Prijs en waarde
Traditionele opvattingen van...

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