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Samenvatting marketing 1

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Samenvatting marketing 1 college 6

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  • July 6, 2024
  • 6
  • 2023/2024
  • Summary
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College 6 – Distributiebeleid


1. Wat is distributie ?
- Activiteit van een organisatie om op meest efficiënte manier product/dienst over te brengen naar consument

Doel distributiebeleid
- Product beschikbaar aan doelgroep
o Op juiste moment
o Gevraagde hoeveelheid
o Op geschikte plaats

1.1. Inkomende/uitgaande en omgekeerde distributie
- Inkomende distributie: de goederenstoom die vertrekt vanuit de leveranciers die grondstoffen versturen naar het bedrijf
Op communicatievlak: corporate communicatie, op marketingvlak: aangeven welke kwaliteit je nastreeft
- Uitgaande distributie: de goederen vertrekken richting tussenhandel naar de consument (groothandel / detailhandel)
o Detailhandel: leveren aan consument
o Groothandel: leveren aan detailhandel
- Omgekeerde distributie: terugkeer van de producten naar de producent

1.1.1. Uitgaande distributie naar tussenhandel
- Trademarketing: relaties onderhouden tussen producent en groothandelaar/detailhandelaar

1.1.2. Uitgaande distributie van tussenhandelaar naar consument
- Retailmartketing: aandacht verkrijgen van consument om in de winkel te shoppen

1.1.3. Uitgaande distributie naar consument
- Afhankelijk van wensen en behoeftes van consument beslist marketeer welke distributiekanalen in te zetten

, College 6 – Distributiebeleid


2. Keuzes maken als producent/F-merk: direct of indirect?




2.1. Keuzes maken: direct of indirect? Trend
- Disintermediatie zorgt ervoor dat de producent de distributiefunctie overneemt en de tussenhandelaar dus wegvalt
- Link trend??

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