Summary
Samenvatting Business Marketing
- Course
- Institution
Comprehensive summary business marketing, lessons + course
[Show more]
Seller
Follow
ArteveldeBEM
Content preview
20_21Samenvatting Business
Marketing
,Marie Bulté Business Marketing
Inhoudsopgave
Business VS Consumer marketing............................................................................................................................................... 4
B2B distribution channel characteristics ..................................................................................................................................... 5
B2B Demand .............................................................................................................................................................................. 5
Derived Demand ............................................................................................................................................................................... 5
B2B market with buyers perspective .......................................................................................................................................... 6
Porters value chain .................................................................................................................................................................... 7
Purchasing in value chain ........................................................................................................................................................... 7
What is procurement process..................................................................................................................................................... 8
Flow of process B2B ................................................................................................................................................................... 9
Profile of purchaser.................................................................................................................................................................... 9
goals of purchasing .................................................................................................................................................................... 9
The Procurement circle ............................................................................................................................................................ 10
Definition of procurement ....................................................................................................................................................... 11
Specific objectives .................................................................................................................................................................... 11
Nature of industrial buying and buying behavior ...................................................................................................................... 12
Kraljic Matrix ........................................................................................................................................................................... 12
Macro environment ................................................................................................................................................................. 15
Pestel-analysis ................................................................................................................................................................................ 15
....................................................................................................................................................................................................... 16
Pastel Analysis: case Amazon ......................................................................................................................................................... 16
1. Political Factors ................................................................................................................................................................. 16
2. Economic Factors .............................................................................................................................................................. 16
3. Social/Sociocultural Factors .............................................................................................................................................. 16
4. Technological Factors........................................................................................................................................................ 16
5. Eco/Environmental Factors ............................................................................................................................................... 16
6. Legal Factors ..................................................................................................................................................................... 16
Micro environment .................................................................................................................................................................. 17
5 forces: Competitive Rivalry .......................................................................................................................................................... 17
1. Competition rivalry ................................................................................................................................................................ 17
2. Suppliers ................................................................................................................................................................................ 17
3. Buyers: can be powerful too .................................................................................................................................................. 17
,Marie Bulté Business Marketing
4. Substitutes ............................................................................................................................................................................. 17
5. New entries............................................................................................................................................................................ 17
6. Environment Analysis: Company ........................................................................................................................................... 17
Internal analysis: SWOT ........................................................................................................................................................... 18
The Nature of Industrial Buying and Buying Behavior ............................................................................................................... 18
Decision making process .......................................................................................................................................................... 19
................................................................................................................................................................................................ 19
Decision making unit ................................................................................................................................................................ 21
Level of planning ...................................................................................................................................................................... 22
Portfolio analysis (Boston Consulting Group) ........................................................................................................................... 23
Product and Capacity function ................................................................................................................................................. 23
Strategic imperative (treacy, & Wiersema) ............................................................................................................................... 24
Product Leadership .................................................................................................................................................................. 24
Operational Excellence............................................................................................................................................................. 24
Customer Intimacy ................................................................................................................................................................... 25
Consequence of NOT choosing: “Stuck in the middle” ............................................................................................................. 25
Customer Relationship Management (CRM) = Knowing your customer .................................................................................... 26
Lead Generation = finding new customers................................................................................................................................ 26
Sales funnel ............................................................................................................................................................................. 26
The challenge of omni-channel................................................................................................................................................. 26
Digital Marketing ........................................................................................................................................................................... 27
Digital marketing – Tesla ............................................................................................................................................................... 29
Digital marketing: share economy ................................................................................................................................................. 29
Social media marketing ............................................................................................................................................................ 30
Social media marketing: B2B Platforms ......................................................................................................................................... 30
Google........................................................................................................................................................................................ 30
Twitter ....................................................................................................................................................................................... 31
Facebook.................................................................................................................................................................................... 31
Linkedin...................................................................................................................................................................................... 31
Instagram ................................................................................................................................................................................... 31
Additional social media platforms ............................................................................................................................................. 31
Content is king ......................................................................................................................................................................... 32
Data analytics .......................................................................................................................................................................... 32
Big Data.......................................................................................................................................................................................... 32
, Marie Bulté Business Marketing
Risks ............................................................................................................................................................................................... 32
3 types of data ............................................................................................................................................................................... 33
Inbound marketing .................................................................................................................................................................. 33
Lead generation funnel .................................................................................................................................................................. 34
The new hybrid sales representative ........................................................................................................................................ 35
death of a salesman ................................................................................................................................................................. 36
Profile of a modern salesman......................................................................................................................................................... 36
Characteristics ................................................................................................................................................................................ 37
First observation: ..................................................................................................................................................................... 38
Shift 1: Product à Customer orientation ....................................................................................................................................... 38
Shift 2: Market evolution Pressure on the mid-market segment from two directions ................................................................... 38
Shift 3: Increasing segmentation .................................................................................................................................................... 39
A strategic imperative .............................................................................................................................................................. 39
Product leadership ................................................................................................................................................................... 39
Operational Excellence............................................................................................................................................................. 40
Customer Intimacy ................................................................................................................................................................... 40
Second observation:................................................................................................................................................................. 41
Change 1: Environmental changes ................................................................................................................................................. 41
Technological influences............................................................................................................................................................ 41
Managerial influences................................................................................................................................................................ 41
Behavioural influences............................................................................................................................................................... 41
Change 2: Growing importance of R&D ......................................................................................................................................... 42
Partnerships ............................................................................................................................................................................... 42
Account Based Marketing ........................................................................................................................................................ 43
Making ABM-plans:........................................................................................................................................................................ 43
Account selection ........................................................................................................................................................................... 43
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 ArteveldeBEM. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.08. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75323 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now