Alle te kennen leerstof voor examen juni
(De te kennen leerstof is vertelt geweest door de docent van dit vak)
HoGent Graduaat MCS
Inhoudsopgave, prenten en uitleg aanwezig
,Inhoudsopgave
HOOFDSTUK 1 (VIDEOLES 1 – HOOFDSTUK 1)......................................................................2
MICRO, MESO & MACRO-OMGEVING:.......................................................................................................................................................................2
KENMERKEN VAN MODERNE VERKOOP:......................................................................................................................................................................3
SUCCESFACTOREN VOOR PROFESSIONELE VERKOPERS:...................................................................................................................................................3
SOORTEN VERKOOP:...............................................................................................................................................................................................4
B2B EN B2C........................................................................................................................................................................................................4
B2C:..................................................................................................................................................................4
B2B:.................................................................................................................................................................5
VERKOOP ALS CARRIÈRE:.........................................................................................................................................................................................5
Eigenschappen:................................................................................................................................................5
SEGMENTATIE & TARGETING:...................................................................................................................................................................................5
Enkele grote voordelen van effectieve segmentatie en targeting:..................................................................6
Segmentatie.....................................................................................................................................................6
DIFFERENTIATIEVOORDEEL:......................................................................................................................................................................................6
2 gevaren:........................................................................................................................................................6
SALES BUY-IN:.......................................................................................................................................................................................................8
Objectiviteit en rationele overreding...............................................................................................................8
De werkeleijkheid kennen en erop reageren...................................................................................................8
Betrekken bij de ontwikkeling van strategieën................................................................................................8
Positioneren voor succes.................................................................................................................................8
HOOFDSTUK 2 (VIDEOLES 2 – HOOFDSTUK 2)......................................................................9
MARKETINGPLANNEN OPSTELLEN.............................................................................................................................................................................9
3 niveau’s:........................................................................................................................................................9
SITUATIEANALYSE EN MARKETINGAUDITS:...................................................................................................................................................................9
SWOT-analyse..................................................................................................................................................9
PEST-analyse....................................................................................................................................................9
DOELSTELLINGEN FORMULEREN:...............................................................................................................................................................................9
STRATEGIEËN OPSTELLEN EN KIEZEN:.........................................................................................................................................................................9
Voorbeelden en o.b.v.....................................................................................................................................10
INVLOED VAN HET MARKETINGPLAN OP VERKOOP: STRATEGIEËN EN TACTIEK:..................................................................................................................10
Promotiemix:.................................................................................................................................................10
PROMOTIEMIX: RICHTLIJNEN:.................................................................................................................................................................................10
Type markt:....................................................................................................................................................10
Fasen van het koopproces:............................................................................................................................10
Push- en pullstrategieën:...............................................................................................................................11
De fasen van de productlevenscyclus:...........................................................................................................11
HOOFDSTUK 3 (VIDEOLES 2 – HOOFDSTUK 3)....................................................................11
KOOPGEDRAG VAN BEDRIJVEN:..............................................................................................................................................................................11
INVLOEDEN OP KOOPGEDRAG:................................................................................................................................................................................12
Koopklasse.....................................................................................................................................................12
Producttype...................................................................................................................................................12
Belang van de aanschaf................................................................................................................................12
OPDRACHT 2: MISLUKTE COMPUTERVERKOOP:........................................................................................................................................................13
HOOFDSTUK 4 (VIDEOLES 3 – HOOFDSTUK 4)....................................................................13
OMGEVINGS- EN MANAGEMENTINVLOEDEN OP VERKOOP:..........................................................................................................................................13
Gedragsmatige invloeden.............................................................................................................................13
Technologische invloeden..............................................................................................................................14
Managementinvloeden.................................................................................................................................14
PROFESSIONELE VERKOPERS:..................................................................................................................................................................................14
VERKOOPKANALEN:..............................................................................................................................................................................................15
Logistiek of fysiek distributiemanagement...................................................................................................15
Distrubutiekanalen........................................................................................................................................15
Selecteren en evalueren................................................................................................................................15
1
, HOOFDSTUK 5 (VIDEOLES 3 – HOOFDSTUK 5)....................................................................16
INTERNATIONALE VERKOOP OP BEDRIJFSNIVEAU:.......................................................................................................................................................16
Handel omdat een bepaald product niet beschikbaar is...............................................................................16
Handel door internationale verschillen in comparatieve kosten...................................................................16
Handel door productdifferentiatie.................................................................................................................16
CULTURELE FACTOREN:.........................................................................................................................................................................................16
Esthetiek........................................................................................................................................................16
Religie............................................................................................................................................................16
Opleiding.......................................................................................................................................................16
Taal................................................................................................................................................................16
Sociale organisatie........................................................................................................................................16
Politieke factoren...........................................................................................................................................16
Algemene culturele normen en waarden......................................................................................................16
Culturele veranderingen................................................................................................................................16
TUSSENSCHAKELS: TYPEN EN SELECTIE:....................................................................................................................................................................17
Agenten.........................................................................................................................................................17
Distributeurs..................................................................................................................................................17
Licenties.........................................................................................................................................................17
Exportfirma’s.................................................................................................................................................17
HOOFDSTUK 7(VIDEOLES 5 – HOOFDSTUK 1).....................................................................18
HET GESPREK VOEREN..........................................................................................................................................................................................18
Methoden.....................................................................................................................................................18
MOTIVATIETHEORIEËN..........................................................................................................................................................................................18
Behoeftenpiramide van Maslow...................................................................................................................18
Verwachtingstheorie van Vroom...................................................................................................................18
Verkoopmanagementtheorie van Likert........................................................................................................19
Het model van Chruchill, Ford en Walker......................................................................................................19
HOOFSTUK 8 (VIDEOLES 5 – HOOFDSTUK 3).......................................................................19
GEOGRAFISCHE STRUCTUUR...................................................................................................................................................................................19
KLANTGERICHTE STRUCTUUR:.................................................................................................................................................................................19
Marktgerichte structuur................................................................................................................................19
Accountgrootte gebaseerde structuur...........................................................................................................19
Huidige en nieuwe klanten gebaseerde structuur.........................................................................................19
Functionele specialisatie................................................................................................................................19
Gemengde structuurvorm.............................................................................................................................19
PRODUCTGERICHTE STRUCTUUR.............................................................................................................................................................................19
Hoofdstuk 1 (videoles 1 – hoofdstuk 1)
Micro, meso & macro-omgeving:
Micro Zaken die binnen of in de directe omgeving van bedrijven gebeuren
Meso Beslaat de tak waarin een bedrijf opereert
Macro Dekt het groter geheel
(grote sociale vraagstukken en demografische veranderingen)
2
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