Class notes

Hoorcollege aantekeningen Nima B2 H 3, 5, 7, 9, 10, 11, 12, 13, 15

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Course
NIMA B2

Institution
Hogeschool Van Amsterdam (HvA)

Book
Strategische en operationele marketingplanning-Kernstof B

Hoorcollege aantekeningen van alle gegeven colleges van Nima B2 + Extra Tentamen Tips + Voorbeelden. Zelf heb ik een 7,7 gehaald voor dit tentamen, door te leren aan de hand van mijn aantekeningen.

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Uploaded on January 10, 2023
Number of pages 40
Written in 2022/2023
Type Class notes
Professor(s) Eric de boer,hans clemens,paul disco,marcel v lugt
Contains All classes

koopgedrag
kostenindeling
direct costing
break even
kostprijsberekening
investeringsselectie
cash flow
formules
voorbeelden
swot
confrontatiematrix
centraal probleem
dmu
strategische aandachtsvelden
o

Book Title:Strategische en operationele marketingplanning-Kernstof B

Author(s):Ton de Gouw, Gerbrand Rustenburg

Edition:Unknown
ISBN:9789001899936
Edition:7

Institution
Hogeschool van Amsterdam (HvA)
Education
Creative Business
Course
NIMA B2

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1. Class notes - College aantekeningen nima b1 hoofdstuk 1, 2, 4, 6, 8, 14
2. Class notes - Hoorcollege aantekeningen nima b2 h 3, 5, 7, 9, 10, 11, 12, 13, 15
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Nima B2
NIMA B2

Naam Rianne Coppes

Studentnr 500795681
Klas MO 306

Module Nima B2
Docent Eric de Boer, Hans Clemens, Paul Disco en Marcel van
der Lugt
Datum 25-1-2023

,Nima B2
Rianne Coppes

Inhoudsopgave

1 Hoorcollege 1: gedrag van organisaties en afnemersgeoriënteerde marketingorganisatie .................................................... 5
1.1 B-to-B Marketing ..................................................................................................................................................................... 5
1.2 Koopgedrag ............................................................................................................................................................................. 5
1.3 Drie inkoopsituaties ................................................................................................................................................................. 6
1.4 Vendorrating ............................................................................................................................................................................ 6
1.5 DMU-rollen .............................................................................................................................................................................. 7
1.6 Contentmarketing .................................................................................................................................................................... 9

2 Hoorcollege 2: ................................................................................................................................................................................ 11
2.1 Kostenindeling ....................................................................................................................................................................... 11
2.1.1 Vaste en variabelen kosten.............................................................................................................................................. 11
2.1.2 Directe- en indirecte kosten ............................................................................................................................................. 11
2.2 Kostprijsberekeningen ........................................................................................................................................................... 11
2.2.1 Direct costing-methode .................................................................................................................................................... 11
2.2.2 Voorbeeld......................................................................................................................................................................... 12
2.3 Break-evenanalyse ............................................................................................................................................................... 12
2.3.1 Formule ............................................................................................................................................................................ 12
2.3.2 Voorbeeld......................................................................................................................................................................... 12
2.4 Investeringsselectie ............................................................................................................................................................... 13
2.4.1 Vaststellen van de cash flows .......................................................................................................................................... 13
2.4.2 Tijdswaarde van de cash flows ........................................................................................................................................ 13
2.4.3 Beoordeling van het investeringsproject .......................................................................................................................... 13
2.4.4 Terugverdientijd of Pay-back periode .............................................................................................................................. 14
2.4.5 Netto-contante waardemethode (NCW)........................................................................................................................... 14
2.4.6 Formule ............................................................................................................................................................................ 14
2.4.7 Voorbeeld......................................................................................................................................................................... 15

3 Hoorcollege 3: Van SWOT analyse naar centraal probleem...................................................................................................... 17
3.1 SWOT ................................................................................................................................................................................... 17
3.1.1 Interne analyse: sterkten en zwakten .............................................................................................................................. 17
3.1.2 Voorbeeld......................................................................................................................................................................... 17
3.1.3 Externe analyse: kansen en bedreigingen ....................................................................................................................... 17
3.1.4 Voorbeeld......................................................................................................................................................................... 17
3.2 Confrontatiematrix ................................................................................................................................................................. 18
3.2.1 Voorbeeld......................................................................................................................................................................... 18
3.3 Strategische aandachtsvelden .............................................................................................................................................. 19
3.3.1 Kansveld .......................................................................................................................................................................... 19
3.3.2 Probleemveld ................................................................................................................................................................... 19
3.4 Centraal probleem ................................................................................................................................................................. 19
3.4.1 Voorbeeld......................................................................................................................................................................... 19
3.5 Strategiemodellen ................................................................................................................................................................. 20
3.5.1 Generieke concurrentiestrategie Porter ........................................................................................................................... 20
3.5.2 Groeistrategieën van Ansoff ............................................................................................................................................ 20
3.5.3 Marktleider strategieën Kolter .......................................................................................................................................... 20
3.5.4 Klantwaardenstrategie Treacy en Wiersema ................................................................................................................... 21
3.5.5 Blue ocean strategy ......................................................................................................................................................... 21
3.6 Opties .................................................................................................................................................................................... 22
3.6.1 Beoordelen opties op beschikbaarheid ............................................................................................................................ 22
3.6.2 Beoordelen opties op haalbaarheid ................................................................................................................................. 22
3.6.3 Beoordelen opties op aanvaardbaarheid ......................................................................................................................... 22
3.6.4 Voorbeeld......................................................................................................................................................................... 22
3.6.5 Een beschrijving van opties bestaat uit............................................................................................................................ 23
3.6.6 Let op ............................................................................................................................................................................... 23

4 Hoorcollege 4: Marketingmix........................................................................................................................................................ 24
4.1 Product .................................................................................................................................................................................. 24
4.1.1 Assortiment ...................................................................................................................................................................... 24
4.1.2 Merk ................................................................................................................................................................................. 24

2

,Nima B2
Rianne Coppes

4.2 Prijs ....................................................................................................................................................................................... 25
4.3 Plaats (Distributie) ................................................................................................................................................................. 25
4.4 Promotie ................................................................................................................................................................................ 25
4.5 Ace of the customer .............................................................................................................................................................. 25
4.6 Tip ......................................................................................................................................................................................... 25

5 Hoorcollege 5: Marketingstrategie ............................................................................................................................................... 26
5.1 Segmenteren ......................................................................................................................................................................... 26
5.2 Doelgroep bepalen ................................................................................................................................................................ 27
5.2.1 Hoe beschrijf je een doelgroep ........................................................................................................................................ 27
5.2.2 B2B doelgroep ................................................................................................................................................................. 28
5.3 Positioneren .......................................................................................................................................................................... 28
5.3.1 Positionerings statement.................................................................................................................................................. 28
5.3.2 Positioneringsmatrix......................................................................................................................................................... 29

6 Hoorcollege 6: Distributiekengetallen ......................................................................................................................................... 30
6.1 Typen vraag .......................................................................................................................................................................... 30
6.1.1 Rekensom ........................................................................................................................................................................ 30
6.2 Penetratiegraad ..................................................................................................................................................................... 31
6.3 Berekenen van het marktaandeel ......................................................................................................................................... 31
6.4 Secundaire vraag/ primaire vraag ......................................................................................................................................... 31
6.5 Gebruikmaken van distributiekengetallen ............................................................................................................................. 31
6.5.1 Distributiekengetallen....................................................................................................................................................... 31
6.5.2 Numerieke distributie ....................................................................................................................................................... 32
6.5.3 Gewogen distributie ......................................................................................................................................................... 32
6.5.4 Selectie indicator.............................................................................................................................................................. 32
6.5.5 Omzetaandeel/ Afzetaandeel........................................................................................................................................... 32
6.5.6 Marktaandeel vergroten ................................................................................................................................................... 32
6.6 De benadering van Parfitt en Collins..................................................................................................................................... 33
6.6.1 Voorbeeld......................................................................................................................................................................... 33
6.7 Extra rekenvoorbeeld distributiegetallen ............................................................................................................................... 34

7 Tentamen tips ................................................................................................................................................................................ 35
7.1 Opbouw van de case ............................................................................................................................................................ 35
7.2 Vaak terugkerende thema’s .................................................................................................................................................. 35
7.3 Wanneer is er sprake van een kerncompetentie................................................................................................................... 35
7.4 Vier dimensies van een goede missie (Ashridge) ................................................................................................................. 36
7.5 Portfolioanalyse ..................................................................................................................................................................... 36
7.6 Vijfkrachtenmodel.................................................................................................................................................................. 37
7.7 Interne en externe factoren ................................................................................................................................................... 37
7.8 SWOT ................................................................................................................................................................................... 38
7.9 Strategische aandachtsvelden .............................................................................................................................................. 38
7.10 Strategieen ............................................................................................................................................................................ 38
7.11 Opties .................................................................................................................................................................................... 39
7.12 Berekeningen die je kan verwachten .................................................................................................................................... 40
7.13 Tips bij het lezen van cases .................................................................................................................................................. 40
7.14 Tips bij het beantwoorden van vragen .................................................................................................................................. 40

3

, Nima B2
Rianne Coppes

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