Summary
Samenvatting H5 Marketing Schakeljaar Handelswetenschappen
- Course
- Institution
Samenvatting hoofdstuk 5
[Show more]
Seller
Follow
vantigcheltbrent
Reviews received
Content preview
HOOFDSTUK 5: BUSINESS-TO-BUSINESSMARKETING5.1 BUSINESSMARKTEN
Bedrijfsmatige inkoop
- Grotere bedrijven verkopen aan andere organisaties
“Industriële marketing”
- Economisch omvangrijk
Businessmarkt
- Omvat een groot aantal partijen. Het gaat om alle bedrijven en organisaties omvang van deze
organisaties verschilt sterk: van eenpersoonsbedrijven tot MNO’s
Bedrijfsmatig koopgedrag = bedrijfsmatige inkoop
- Het besluitvormingsproces waarin organisaties de behoefte aan in te kopen goederen of diensten
vaststellen en de verschillende merken en leveranciers opsporen, evalueren en daaruit een keuze
maken.
- Inkopers bepalen aan welke goederen en diensten hun organisatie behoefte heeft en zoeken,
beoordelen en kiezen vervolgens leveranciers en merken
- B2B marketeers moeten hun best doen om inzicht te krijgen in zakelijke markten en het koopgedrag
van bedrijfsmatige inkopers
Businessmarkt
- Alle organisaties die goederen en diensten kopen om deze te gebruiken in de productie van andere
producten en diensten of om deze tegen winst aan anderen door te verkopen of te verhuren.
Doelstellingen:
- Creëren van waarde (voor de klant en voor het eigen bedrijf)
- 4 C’s integreren en opbouwen om waarde te leveren
- Opbouwen van winstgevende relaties met klanten
- Increasing brand awareness of the company
- Increasing awareness of products or services
- Showcasing features and benefits of products or services
- Generating sales leads and opportunities through activation campaigns
- Build loyalty with most profitable segments (lange termijn)
- Connecting with key decision makers
- Demonstrating knowledge and expertise within industry sector
- Launching a new product or service
- Providing customer service and support
- Generating positive recommendations and word of mouth
- Build omnichannel experience and business leverages
- Create positive employer branding to have a winning position in the war of talent
Alle transacties die plaatsvinden tussen organisaties voor de productie en distributie van een paar schoenen
1
, Een goede B2B strategie is:
- Supported by all stakeholders
- Part of the company marketing plan
- Omnichannel has become the new normal
- Integrated off- and online plan
- Fine tuned constantly
- Refreshed on a yearly basis (quarterly updates)
- A roadmap for 3 years
- Time consuming!
Verschil tussen B2B en B2C
B2B
B2B stands for business-to-business. It describes businesses whose customers are other businesses, and
therefore all of their marketing is dedicated to the needs, interests, and challenges of customers who are
making purchases on behalf of their organization -- rather for themselves. Examples of B2B activities:
- A recruitment software service that sells hiring tools to HR departments.
- An interior design agency that specializes in designing office spaces.
- A marketing software service that sells content strategy, SEO, social media, lead-generation, and
related tools to marketing departments
B2C
B2C stands for business-to-consumer. It describes businesses whose customers are individual consumers,
rather than professional buyers. Therefore, all of the businesses' marketing is dedicated to the needs,
interests, and challenges of people in their everyday lives. Here are a few examples of B2C in action:
- An oral care company that sells toothbrushes, toothpaste, and mouthwash to individuals.
- A real estate agency that rents and sells residential property to individuals, families, and students.
- A music platform that sells premium music-streaming subscriptions to individuals.
2
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 vantigcheltbrent. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.22. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
52510 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now