Deze samenvatting bevat alle componenten van de begrippen inkoop en verkoop. De boeken Inkoop en Operationele Verkoopcyclus zijn gebruikt voor het maken van deze samenvatting. Door een uitgebreide uitleg met afbeeldingen wordt er duidelijk gemaakt hoe alle componenten van inkoop en verkoop in elkaa...
,Inhoudsopgave
Wat is inkoop? (definitie)........................................................................................................................ 6
Inkoop van 3 aspecten ............................................................................................................................ 6
Financiële impact inkoop ........................................................................................................................ 6
Wat doet inkoop? (inkoop deelprocessen)............................................................................................. 6
Inkoop deelprocessen ............................................................................................................................. 7
Niet voor iedere aankoop weer alle deelprocessen doorlopen ......................................................... 7
Hoe later de inkoopfunctie betrokken wordt, hoe kleiner de invloed op de uiteindelijke
inkoopkosten ...................................................................................................................................... 8
Make or buy (overwegingen) .................................................................................................................. 8
Sourcingstrategieën ................................................................................................................................ 8
Kort samengevat: .................................................................................................................................... 9
Een bekend strategie model (Tracy en Wiersema) ................................................................................. 9
Nu vertaald naar inkoop strategieën ...................................................................................................... 9
Inkoopbenadering volgens het Kraljic’s-model .................................................................................... 10
Verschillende inkooprollen per categorie ............................................................................................. 11
Pareto-analyse ...................................................................................................................................... 12
Voorbeeld van pareto ....................................................................................................................... 12
Mogelijke toepassingen van de Pareto-analyse ................................................................................... 13
Centralisatie versus Decentralisatie...................................................................................................... 13
Inkoop ontwikkelmodel ........................................................................................................................ 15
Betrokkenen bij het inkoopproces ........................................................................................................ 15
Selecteren is trechteren ........................................................................................................................ 16
Effecten van strategische inkoopbeslissingen..................................................................................... 18
De meerwaarde van inkoop .................................................................................................................. 18
van organisatie strategie -> inkoopbeleid ........................................................................................ 18
Porter zijn model voor de 3 organisatie strategieën ........................................................................ 19
Dupont-schema................................................................................................................................. 19
Inkoop en ethiek ............................................................................................................................... 20
Category management (CM)................................................................................................................. 23
Het opstellen van het inkoop portfolio volgens Kraljic ......................................................................... 23
PAGINA 236 EN 237 ZELF LEZEN OVER INKOOPONTWIKKELING .......................................................... 24
Wat is verkoop? (definitie) ................................................................................................................... 27
Belang van verkoop........................................................................................................................... 27
Verkoop versus marketing .................................................................................................................... 27
De interne verkoopcyclus ..................................................................................................................... 28
2
,Analyse: invulling verkoop en marketing .............................................................................................. 28
Kleine bedrijven ............................................................................................................................ 28
MKB’ers ......................................................................................................................................... 28
Hit & Run (Softwarebedrijven) ...................................................................................................... 29
Grote handel ................................................................................................................................. 29
Multinationals ............................................................................................................................... 29
Verkoop concept (push) versus marketingconcept (pull) ..................................................................... 29
Wat wil de klant nou echt? ............................................................................................................... 29
Forecasting: verkoop prognose ............................................................................................................ 30
Waarom hebben we een verkoopprognose nodig? ......................................................................... 30
Het voorspellingsproces........................................................................................................................ 30
Vraagvoorspellingsmethodes KWANTITATIEF .................................................................................. 30
Voorbeeld koop intentie onderzoek (Markow-analyse) ............................................................... 30
Voorbeeld van OSKA ..................................................................................................................... 31
Vraagvoorspellingsmethodes KWALITATIEF ..................................................................................... 32
Targetting: KPI’s sales ........................................................................................................................... 32
Budgettering: kosten ............................................................................................................................ 32
Kortingen beleid................................................................................................................................ 33
Evalueren: ............................................................................................................................................. 33
Postma-model (evaluatie model) ..................................................................................................... 33
De externe verkoop cyclus .................................................................................................................... 34
Lead generatie: klanten zoeken ............................................................................................................ 34
Samenstelling van het klantenbestand ............................................................................................. 34
Prospect kwalificatie: de integrale ordertrechter................................................................................. 35
Het verkooptraject ondersteund door automatisering ........................................................................ 36
Customer Relationschip Management (CRM) ...................................................................................... 36
Leadmanagement: samenwerking marketing & sales .......................................................................... 37
Orderrealisatie: markt / concurrentie .................................................................................................. 37
Sellogram .......................................................................................................................................... 37
Kraljic’s: Inkoop versus Verkoop .......................................................................... 38
Problem solving unit (PSU) koppelen aan de DMU .............................................................................. 38
Klant retentie: Bestaande- versus nieuwe klanten ............................................................................... 39
Customer Lifetime Value (CLV) ......................................................................................................... 39
CLV van 60% => 85% ......................................................................................................................... 39
Verhogen klant retentie door klanttevredenheid ............................................................................ 40
Verkoop rollen ...................................................................................................................................... 41
3
, Verkoopafdeling en Verkoopfunctie ..................................................................................................... 41
De organisatie van verkoop (principes) ................................................................................................ 41
Voor- en nadelen verkoopprincipes ................................................................................................. 42
Voorbeeld van fout gelopen principes.............................................................................................. 42
Voorbeeld weging offerte ................................................................................................................. 43
Bepaal wat je klanten echt willen. (boor of een gat) ............................................................................ 43
De win-win van Servitisatie .................................................................................................................. 44
Planningen binnen functies van een organisatie .................................................................................. 44
The blame game................................................................................................................................ 45
Sales & Operations Planning (S&OP) .................................................................................................... 45
Stappenplan S&OP: ........................................................................................................................... 46
S&OP wordt steeds belangrijker ....................................................................................................... 47
Tegenover iedere grote verkoop staat een inkoper ............................................................................. 47
Waarde keten van Porter.................................................................................................................. 47
Keuze distributiekanaal......................................................................................................................... 48
Category Management ......................................................................................................................... 49
Taken van de buitendienst.................................................................................................................... 51
Straight rebuy: .............................................................................................................................. 51
Modified rebuy: ............................................................................................................................ 51
New-task-situatie: ......................................................................................................................... 51
Omvang van de buitendienst bepalen .................................................................................................. 52
Taakstellende methode: ................................................................................................................... 52
Marginale methode .......................................................................................................................... 53
Naïeve budgetting methode ............................................................................................................. 53
Rayonnering en routering ..................................................................................................................... 53
De 12 criteria:................................................................................................................................ 53
Leerdoelen: ........................................................................................................................................... 57
Tentamen oefen vragen: ...................................................................................................................... 60
4
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