In dit gecombineerde onderzoeksrapport heb ik onderzoek gedaan naar de interne en externe marketing binnen een brandstore van HEMA. Het onderzoeksrapport is compleet met inleiding (context, motief, doelstelling, probleemstelling, conceptueel model, onderzoekvragen), theoretisch kader (deskresearch)...
Naam: Bas Imming
Studentnummer:
Studentmail:
Studieonderdeel: C1. Interne marketing – C2. Marketingcommunicatie
Datum van voltooiing: 07-07-2021
Plaats van voltooiing: Monnickendam
Docent:
Werkplek:
Bedrijfscoach:
Groepscode: RBG1_HEMA/PRAXIS jaar 1
Opleiding: AD Ondernemerschap & Retail Management Duaal
School: NHL Stenden Hogeschool Amsterdam
1
,Inhoudsopgave
C1. Interne marketing – C2. Marketingcommunicatie .............................................. 1
Samenvatting ................................................................................................... 4
Inleiding .......................................................................................................... 5
Beschrijving organisatie ................................................................................... 5
Context ......................................................................................................... 5
Motief ........................................................................................................... 6
Probleemstelling ............................................................................................. 6
Doelstelling.................................................................................................... 6
Conceptueel model ......................................................................................... 7
Theoretisch kader ‘’de negen marketing P’s’’ .......................................................... 9
Transactiewaarde ........................................................................................... 9
Attractiewaarde ............................................................................................ 10
H1: Consumentengedrag .................................................................................. 11
Welke ontwikkelingen spelen er op het gebied van consumentengedrag? ............... 11
Wat verwacht de nieuwe consument van een retailer? ........................................ 12
Hoe speelt de concurrentie in op de nieuwe consumentenverwachtingen? .............. 15
Wat is neuromarketing? ................................................................................. 16
Wat zijn relevante ontwikkelingen op het gebied van neuromarketing? .................. 16
Conclusie Consumentengedrag ....................................................................... 17
Interne Marketing ............................................................................................ 18
H2: Conversie ................................................................................................. 18
Theoretisch kader Conversie ........................................................................... 18
Welke onderdelen van de marketingmix beïnvloeden de Conversie? ...................... 18
Beinvloeden Conversie................................................................................... 18
Conclusie beïnvloeden Conversie ..................................................................... 24
H3: Artikelen per klant ..................................................................................... 25
Theoretisch kader Artikelen per klant ............................................................... 25
Welke onderdelen van de marketingmix beïnvloeden de Artikelen per klant? .......... 25
Beinvloeden Artikelen per klant ....................................................................... 25
Conclusie beïnvloeden Artikelen per klant ......................................................... 28
H4: Gemiddelde artikelprijs ............................................................................... 29
Theoretisch kader Gemiddelde artikelprijs ......................................................... 29
Welke onderdelen van de marketingmix beïnvloeden de Gemiddelde artikelprijs? .... 29
Beinvloeden Gemiddelde artikelprijs ................................................................ 29
Conclusie beïnvloeden Gemiddelde artikelprijs ................................................... 31
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Byves. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.76. You're not tied to anything after your purchase.
