samenvatting / overzicht van de te kennen leerstof voor het vak B2B
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Course
Business marketing
Institution
Hogeschool Gent (HoGent)
Gegeven door lector E. Van Grimbergen. Er is een uitgebreide inhoudsopgave waarmee je na het studeren een mindmap van kan maken om de structuur goed te begrijpen. Daarbij zijn alle slides, notities en het boek volledig samengevat. Het is niet zo samengevat dat je geen boek of slides meer moet gebru...
B2B marketing
1. Inleiding..............................................................................................................................................4
2. Koopgedrag van organisaties..............................................................................................................4
2.1 Decision making unit (DMU).........................................................................................................4
2.2 Problem solving unit (PSU)...........................................................................................................5
2.3 Inkoopproces................................................................................................................................5
2.4 Trends gerelateerd aan het aankoopgedrag van organisaties......................................................5
3. Make or Buy inkoopportfolio..............................................................................................................5
3.1 Inkoopportfolio.............................................................................................................................5
4. Marktonderzoek in een B2B omgeving...............................................................................................5
4.1 Domeinen van marktonderzoek in B2B........................................................................................6
4.2 Gegevens verzamelen...................................................................................................................6
5. Marketingplanning.............................................................................................................................6
5.1 Planning en strategie....................................................................................................................6
5.2 Marketingorganisatie..................................................................................................................10
6. Marketingmix – Product + service + Brand.......................................................................................10
6.1 Product.......................................................................................................................................11
6.1.1 Productlevenscyclus (en marketingimpact).........................................................................11
6.1.2 Productontwikkelingsproces................................................................................................11
Belang van de factor tijd bij productontwikkeling....................................................................12
Methodologie voor productontwikkeling en snelheid..............................................................12
Big bang disruption...................................................................................................................12
Gebruik van lead users.............................................................................................................12
Aspect van duurzaamheid........................................................................................................12
Productmodificatie...................................................................................................................12
Producteliminatie.....................................................................................................................12
6.1.3 Innovatie..............................................................................................................................12
Samenwerking met afnemers...................................................................................................13
Samenwerking met leveranciers...............................................................................................13
Innovatie in netwerken.............................................................................................................14
Innovatie als afvalrace..............................................................................................................14
Industrieel eigendom................................................................................................................14
6.1.4 Kwaliteit...............................................................................................................................14
ISO 9000...................................................................................................................................14
Producteigenschappen KOOP = Klant Order Ontkoppel Punt...................................................14
, Smart customization.................................................................................................................14
6.1.5 Productniveaus (Kotler).......................................................................................................15
6.2 Service........................................................................................................................................15
Hoe succesvol in B2B services?.................................................................................................15
Wat is service?..........................................................................................................................15
6.2.1 De servicemix (dienstverlening bij fysiek product)..............................................................15
Indeling services: buying journey..............................................................................................16
Service en relatiemanagement.................................................................................................16
Serviceprofielen (gerangschikt volgens toenemend betrokkenheid leveranciers)...................16
6.2.2 Strategische aspecten: business model...............................................................................16
Segmentatie o.b.v. servicebehoeften.......................................................................................16
Profilering als service performer...............................................................................................16
Strategische aspecten: Producent of dienstverlener?..............................................................17
6.3 Branding.....................................................................................................................................17
7. Marketingmix – Distributiekanalen..................................................................................................18
7.1 Distributie als ‘instrument’ of strategie?....................................................................................18
7.2 Directe en indirecte distributie...................................................................................................18
7.3 Functies distributiekanaal...........................................................................................................19
7.4 Kanaaltaken en compensatie......................................................................................................19
7.4.1 Kanaaltaken.........................................................................................................................19
7.4.2 Compensatie........................................................................................................................20
7.5 Types intermediairs....................................................................................................................20
7.5.1 Geen eigenaar/voorraad......................................................................................................20
Agenten....................................................................................................................................20
Broker (makelaar).....................................................................................................................20
7.5.2 wel eigenaar/voorraad (industriële distributeurs)...............................................................20
voorkeur voor distributeurs bij:................................................................................................20
soorten:....................................................................................................................................21
7.6 Ontwerp van een distributiekanaal............................................................................................21
7.6.1 Ontwerp van het multi-kanaal proces model......................................................................21
7.7 Distributiedoelstellingen.............................................................................................................21
7.8 Beperkende factoren in de kanaalkeuze.....................................................................................22
7.9 Kanaalconflicten.........................................................................................................................22
7.9.1 Intra-kanaal (deelnemers binnen hetzelfde kanaal)........................................................22
7.9.2 Inter-kanaal (deelnemers van verschillende kanalen).........................................................23
7.9.3 Verticale marketingsystemen..............................................................................................23
, Franchising................................................................................................................................23
Dealers......................................................................................................................................23
7.9.4 Desintermediatie – voorwaartse integratie.........................................................................23
7.9.5 Re-intermediatie (herbemiddelen)......................................................................................23
7.9.6 Logistiek management.........................................................................................................24
7.10 Fysieke distributie.....................................................................................................................24
7.10.1 Fysieke distributie: zelf doen of uitbesteden?...................................................................25
8 Communicatiebeleid in een B2B-omgeving.......................................................................................25
8.1 Communicatie.............................................................................................................................25
8.1.1 Marketingcommunicatie......................................................................................................25
8.1.2 Corporate communicatie/Public relations...........................................................................26
Marketing - Public relations......................................................................................................26
8.1.3 Integrated marketing communication (IMC).......................................................................26
4 goed gecoördineerde activiteiten om doelgroep te bereiken................................................26
8.2 Instrumenten..............................................................................................................................27
8.2.1 Reclame...............................................................................................................................27
Functies binnen B2B-marketing................................................................................................27
Reclamedoelstellingen..............................................................................................................27
Reclamestrategie......................................................................................................................27
8.2.2 Media...................................................................................................................................27
Mediaselectie...........................................................................................................................28
8.2.3 Promotie en loyaliteitsprogramma’s...................................................................................28
8.2.4 Beurzen................................................................................................................................28
Effectiviteit beursdeelname......................................................................................................28
8.2.5 Direct marketing communicatie..........................................................................................29
8.2.6 Online..................................................................................................................................29
Online advertising: behavioral retargeting...............................................................................29
Online advertising: liquid content (content marketing)............................................................29
8.3 Communicatiemix.......................................................................................................................30
8.4 Communicatiebudget.................................................................................................................31
8.5 Marketingcommunicatie Planning..............................................................................................31
Measure impact........................................................................................................................31
Tracking: lead scoring...............................................................................................................31
9 Social media in B2B markets..............................................................................................................32
9.1 Social media features..................................................................................................................32
9.2 Social media as 2-sided platform markets..................................................................................32
, 9.3 Populariteit.................................................................................................................................33
9.3.1 Useful tools for facebook (e-commerce nation)..................................................................33
9.3.2 Useful tools for instagram....................................................................................................34
9.3.3 Useful tools for twitter.........................................................................................................34
9.3.4 Useful tools for linkedin.......................................................................................................34
9.4 Barrières van sociale media voor B2B bedrijven.........................................................................34
9.5 Levels of engagement – 4P’s.......................................................................................................34
9.5.1 To probe user generated content........................................................................................35
9.5.2 To push firm generated content (FGC)................................................................................35
9.5.3 Prime content using viral mechanisms................................................................................36
The emotions that make campaigns go viral............................................................................36
Incentives..................................................................................................................................36
Key influencers.........................................................................................................................36
9.5.4 Participate in user dialogue.................................................................................................36
9.6 ROI of social media.....................................................................................................................36
9.7 Samenhang merk en digitale bouwstenen..................................................................................37
9.8 Growth hacking...........................................................................................................................37
9.9 Ten challenges in B2B marketing................................................................................................38
1. Inleiding
- Wat is economie?
- Waarom B2B marketing bestuderen?
- Wat is marketing?
- Wat is B2B, B2C en H2H?
- Wat is B2B marketing? En de 4C’s? en de DC2T’s ?
- Wie zijn de zakelijke doelgroepen ?
- Duale marketing
- B2B producten
- Verschillen in de marketingmix
2. Koopgedrag van organisaties
2.1 Decision making unit (DMU)
- Initiator
- Gebruiker
- Gebruiker als fan/ambassadeur
- Gatekeeper
- Inkoper
- Traditioneel perspectief over inkopers
- Tendens naar meer invloed van en erkenning voor de inkoper
- Betaler
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