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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing, hoofdstuk 9: Distributiebeleid
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Samenvatting van hoofdstuk 9: Distributiebeleid
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Hoofdstuk 9: DistributiebeleidMarketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 9: Distributiebeleid
Inhoudsopgave
9.1 De bedrijfskolom en het value delivery network oftewel de waardeketen ...................................... 4
9.2 De aard en het belang van distributiekanalen .................................................................................. 4
9.2.1 De toegevoegde waarde van kanaalleden ................................................................................. 4
9.2.2 Aantal tussenschakels in een kanaal .......................................................................................... 5
9.3 Gedrag en organisatie distributiekanalen ......................................................................................... 5
9.3.1 Het gedrag van de kanalen ......................................................................................................... 5
9.3.2 Verticale marketingsystemen..................................................................................................... 6
9.3.3 Horizontale marketingsystemen ................................................................................................ 6
9.3.4 Hybride marketingsystemen ...................................................................................................... 6
9.3.5 Veranderingen in de kanaalorganisatie...................................................................................... 6
9.4 Kanaalontwerpbeslissingen ............................................................................................................... 6
9.4.1 De klantbehoefte analyseren ..................................................................................................... 6
9.4.2 De doelstellingen van het kanaal formuleren ............................................................................ 6
9.4.3 De belangrijkste alternatieven op een rijtje zetten.................................................................... 7
Soorten distributiekanalen .............................................................................................................. 7
Het aantal tussenhandelaren .......................................................................................................... 7
Verantwoordelijkheden van de partners in het kanaal................................................................... 7
9.4.4 De alternatieven afwegen .......................................................................................................... 7
9.4.5 Internationale distributiekanalen opzetten ............................................................................... 7
9.4.6 Kanaalmanagementbeslissingen ................................................................................................ 7
9.5 Marketinglogistiek en ketenmanagement ........................................................................................ 8
9.5.1 De aard en het belang van fysieke distributie en marketinglogistiek ........................................ 8
Onderdelen marketinglogistiek ....................................................................................................... 8
Ketenmanagement .......................................................................................................................... 8
9.5.2 Doelstellingen van een logistiek systeem................................................................................... 8
9.5.3 Primaire logistieke functies ........................................................................................................ 8
Opslag .............................................................................................................................................. 8
Voorraadbeheer .............................................................................................................................. 9
Transport ......................................................................................................................................... 9
9.5.4 Geïntegreerd logistiek management.......................................................................................... 9
Multidisciplinair teamwerk binnen het bedrijf ............................................................................... 9
Partnerschappen opbouwen in de logistiek .................................................................................... 9
Logistiek van derden ....................................................................................................................... 9
9.6 Detailhandel .................................................................................................................................... 10
9.6.1 Soorten detaillisten .................................................................................................................. 10
2|Pagina
, Hoofdstuk 9: Distributiebeleid
Soorten detailhandelsorganisaties ................................................................................................ 11
9.6.2 Marketingbeslissingen in de detailhandel................................................................................ 11
Doelmarkt en positionering........................................................................................................... 11
Productassortiment- en dienstverleningsbeslissingen.................................................................. 11
Prijsbeslissing................................................................................................................................. 11
Promotiebeslissing ........................................................................................................................ 11
Plaatsbeslissing .............................................................................................................................. 11
9.7 Webshops ........................................................................................................................................ 12
Long tail ......................................................................................................................................... 12
E-fulfilment .................................................................................................................................... 12
Dropshippen .................................................................................................................................. 12
Produce-to-demand ...................................................................................................................... 12
9.8 Groothandel .................................................................................................................................... 13
9.8.1 Soorten groothandelaren ......................................................................................................... 13
Onafhankelijke groothandelaren .................................................................................................. 13
Agenten en makelaars ................................................................................................................... 13
Verkoopfilialen en -kantoren van de fabrikant ............................................................................. 13
9.8.2 Marketingbeslissingen in de groothandel ................................................................................ 13
Beslissing over doelmarkt en positionering .................................................................................. 13
Beslissingen over marketingmix .................................................................................................... 13
Begrippenlijst......................................................................................................................................... 14
3|Pagina
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