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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing, Hoofdstuk 5: Koopgedrag van consumenten en bedrijven
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Samenvatting van Hoofdstuk 5: Koopgedrag van consumenten en bedrijven
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Hoofdstuk 5: Koopgedrag vanconsumenten en bedrijven
Marketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 5: Koopgedrag van consumenten en bedrijven
Inhoudsopgave
5.1 Consumentenmarkten en koopgedrag van consumenten ................................................................ 3
5.1.1 Customer journey ....................................................................................................................... 3
5.1.2 Kenmerken die van invloed zijn op consumentengedrag .......................................................... 3
Behoeftepyramide van Maslow ...................................................................................................... 4
5.1.3 Het besluitvormingsproces van de consument .......................................................................... 5
5.1.4 Het besluitvormingsproces van kopers voor nieuwe producten ............................................... 5
Classificatie van consumenten naar snelheid van adoptie ............................................................. 5
5.1.5 Internationaal consumentengedrag ........................................................................................... 6
5.2 Business-to-businessmarkten en koopgedrag van organisaties ....................................................... 6
5.2.1 B2B-markten............................................................................................................................... 6
Kenmerken B2B-markt .................................................................................................................... 6
De belangrijkste soorten inkoopsituaties ........................................................................................ 6
Belangrijke invloeden van bedrijfsinkopers .................................................................................... 7
Het koopproces van bedrijven ........................................................................................................ 7
Begrippenlijst........................................................................................................................................... 8
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