Summary
Samenvatting Basisboek Sales, ISBN: 9789001886431 NIMA
- Course
- Institution
- Book
Bondige samenvatting voor het NIMA-A examen (Sales)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
1 review
By: kerensaslinger • 3 year ago
Seller
Follow
johandebloois
Reviews received
Content preview
SamenvattingNIMA-A1
Sales
1
,Inhoud
1. De sales omgeving ..................................................................................................................................6
1.1 De rol van sales binnen organisaties ..............................................................................................6
1.2 Sales functie veranderd door .........................................................................................................6
1.3 Marktbenaderingsconcepten .........................................................................................................6
1.4 Intern omgeving (Micro omgeving) ................................................................................................7
1.4.1 FOETSJE 7
1.5 Externe omgeving (Meso omgeving) ..............................................................................................8
1.5.1 Externe analyse 8
1.5.2 Bedrijfskolom 9
1.5.3 Markt- en vraagbegrippen 9
1.5.4 Marktvormen (homogeen=identiek en heterogeen=verschillend) 9
1.5.5 Markt en vraag 10
1.5.6 Marktpartijen 10
1.5.7 Vijfkrachtenmodel (Porter) 11
1.6 Macro omgeving ...........................................................................................................................12
1.6.1 DESTEP model 12
2. Sales en planning ..................................................................................................................................13
2.1.1 Beslissingsniveaus in een organisatie 13
2.2 Soorten planning ..........................................................................................................................13
2.2.1 Soorten planning 13
2.3 Relatie planning ............................................................................................................................14
2.3.1 Organisatie planning 14
2.4 Marketingplanning .......................................................................................................................14
2.4.1 Marketingplanningsprocess 15
2.4.2 Marketingstrategie (SDP) 15
2.4.3 Segmentatie industriële markt 16
2.4.4 Groeistrategieën van Ansoff 16
2.4.5 Marketingplan 17
2.5 Salesplanning ................................................................................................................................17
2.5.1 Verkoopdoelstellingen 17
2.5.2 Verkoopstrategieën 18
2.5.3 Verkooptactiek 18
2.6 Operationeel salesplan .................................................................................................................18
2.6.1 Onderwerpen in een salesplan 18
2.6.2 Resultatenanalyse 18
2.6.3 Budgettering en verkoopprognose 19
2.6.4 Verkoopactieplan en evaluatie 19
3. De Salesfunctie .....................................................................................................................................20
3.1 Salesfunctie en marketing ............................................................................................................20
3.2 Kerntaken van de salesafdeling ....................................................................................................20
3.3 Organisatie structuur....................................................................................................................20
3.4 Sales als teamwork .......................................................................................................................20
2
, 3.5 Verkoopfuncties ...........................................................................................................................20
3.6 Klantenbezoek ja of nee? .............................................................................................................21
3.7 Omvang verkoop afdeling ............................................................................................................21
3.8 Rayonindeling ...............................................................................................................................21
3.8.1 Voorwaarden rayonindeling 21
3.8.2 Werkwijze rayonindeling 21
3.9 Bezoek- en routeplanning ............................................................................................................22
3.10 Direct marketing ...........................................................................................................................22
3.10.1 Vormen van direct marketing 22
3.10.2 E-commerce 22
3.10.3 Social selling 22
4. Marketing en de invloed op sales.........................................................................................................23
4.1 Het marketingconcept en sales ....................................................................................................23
4.2 Het marketingbeleid .....................................................................................................................23
4.3 Vormen van marketing .................................................................................................................23
4.4 Consumenten gedrag ...................................................................................................................24
4.4.1 Beslissingsproces 24
4.4.2 Interpersoonlijke factoren 24
4.4.3 Intrapersoonlijke factoren 24
4.4.4 Koopsituaties 26
4.5 Marktonderzoek ...........................................................................................................................26
4.5.1 Vormen van marktonderzoek 27
4.6 Marketingmix (Product) ...............................................................................................................29
4.6.1 Productniveaus 29
4.6.2 Consumptie goederen 29
4.6.3 Productlevenscyclus 30
4.6.4 Assortimentsdimensies 30
4.7 Marketingmix: Prijs (beleid) .........................................................................................................31
4.7.1 Invloeden op de prijstelling 31
4.7.2 Prijsdoelstellingen 31
4.7.3 Basisstrategieën van prijszetting 32
4.7.4 Prijsbeleid voor nieuwe producten 32
4.7.5 Assortimentsprijsbeleid 33
4.8 Marketingmix: plaats (distributie) ................................................................................................33
4.8.1 Functies van de handel 33
4.8.2 Distributiekanalen en- structuren 34
4.8.3 Distributie-intensiteit 35
4.8.4 Groothandel 37
4.8.5 Detailhandel 37
4.9 Marketingmix: promotie ..............................................................................................................38
4.9.1 Reclame 38
4.9.2 Salespromotion 38
5. Klantenmanagement ............................................................................................................................39
5.1.1 Klantenpyramide 39
5.1.2 Het klantenprofiel 40
3
, 5.2 Klantenportfolioanalyse ...............................................................................................................40
5.2.1 Klantenportfoliomatrix 40
5.2.2 Customer rating 40
5.3 Relatielevenscyclus en Customer Lifetime value .........................................................................41
5.3.1 Relatielevenscyclus 41
5.3.2 Customer Liftime value 41
5.4 Binden van klanten en klantloyaliteit ...........................................................................................42
5.4.1 Klantloyaliteit 42
5.4.2 Werving van nieuwe klanten 42
5.4.3 Directe en indirecte acquisitie 42
5.4.4 Potentiële nieuwe klanten 42
5.4.5 De verkoopcyclus 43
5.4.6 Verkoopmethode 43
5.5 Offertes.........................................................................................................................................45
5.6 Klachten ........................................................................................................................................46
5.6.1 Theorie van klachtengedrag 46
5.6.2 Soorten klachten 46
6. Accountmanagement ...........................................................................................................................47
6.1.1 Verschil tussen verkoop en accountmanagement 47
6.1.2 Vormen van accountmanagement 47
6.1.3 Accountrating 48
6.1.4 Accountplanning 48
7. Inkoop en logistiek ...............................................................................................................................49
7.1 De inkoopfunctie ..........................................................................................................................49
7.2 Taken van de inkoopafdeling .......................................................................................................49
7.2.1 Gebieden van inkooptaken 49
7.3 Inkoop in diverse typen organisatie .............................................................................................50
7.4 Inkooprollen .................................................................................................................................50
7.5 Het inkoopproces en koopsituaties ..............................................................................................51
7.5.1 Fase inkoopproces 51
7.5.2 Koopsituatie 51
7.5.3 De Buy-grid 51
7.6 Strategische inkoop ......................................................................................................................52
7.6.1 Inkoopportfolio 52
7.6.2 Inkoop strategieën 52
7.6.3 De inkooppositiematrix 53
7.7 Inkooprollen, DMU (Decision Making Unit) .................................................................................54
7.8 Leveranciersselectie en vendorrating ..........................................................................................54
7.9 Logistiek ........................................................................................................................................55
7.10 Fysieke distributie ........................................................................................................................55
7.10.1 Fysiek distributie heeft 2 componenten 55
7.10.2 Activiteiten van het fysiek distributiesysteem 55
7.10.3 Just in Time (JIT) 56
8. Financiële aspecten en commerciële calculaties .................................................................................57
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
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 johandebloois. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.89. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
48072 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now