Samenvatting Business marketing leerjaar 2, met een samenvatting van de 5 lesdagen. Dus wil je wat minder investeren in de schooldagen maar toch op de hoogte zijn van alle informatie dan moet je deze hebben.
,Samenvatting business marketing
Inhoud
Lesweek 1 ..............................................................................................................................2
Lesweek 2: van SWOT, via positionering naar TOWS en strategie .........................................4
Doelmarkt zoeken: hoe te segmenteren ..............................................................................4
Strategische modellen, wat is een mogelijke bedrijfsstrategie .............................................5
Doelmarkt en strategie ideeën bepaald: TOWS ..................................................................6
Lesweek 3: doelen en management control ...........................................................................7
Klantgerichtheid ..................................................................................................................7
Organisatietypes .................................................................................................................7
Lesweek 4: positioneren met de marketing mix: product/service & prijs................................12
Product .............................................................................................................................12
Prijs ..................................................................................................................................15
lesweek 5: marketingmix: promotie en plaats .......................................................................19
distributie ..........................................................................................................................19
Promotie ...........................................................................................................................22
Belangrijkste punten per week..............................................................................................25
1
, Samenvatting business marketing
Lesweek 1
• Wat is businessmarketing
o Marketing = klantwaarde creëren
▪ Points of difference → waarmee onderscheid je jezelf
(waardepropositie USP-s)
▪ Points of parity → waarin ben je net zo goed als je concurrent
• B2B vs B2C
o Inkoop
▪ Professioneel inkoper vs consument
o Relatie
▪ Consument overstapt makkelijk van leverancier
▪ B2B relatie minder door reciprociteit (ze kennen elkaar goed)
• Als ze wel overstappen hebben ze switching kosten
• Retentie
o Het vast kunnen houden van klanten belangrijk
o Vraag
▪ Afgeleide vraag en sterk fluctuerend vs autonome en stabiele vraag
o Besluitvorming
▪ Een team: beïnvloeder, koper, betaler… vs alles in een
o
• Klanten B2B
o Vaak DMU (decision making unit)
▪ Verschillende specialisaties
• Daarom verkoop proces ipv gesprek
o Klanten in verschillende lagen van de keten
o Afgeleide vraag
▪ Acceleratie effect
▪ Na-ijleffect
• Ook wel varkenscyclus
▪ Mogelijke oplossing: supply chain management
2
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