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Samenvatting Business Marketing
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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
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