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Samenvatting Business Management
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Samenvatting van het vak Business Management Derde jaar Marketing Gegeven door Sabine Verrydt
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2SAMENVATTING BUSINESS MARKETING
INHOUDSTAFEL
SAMENVATTING BUSINESS MARKETING INHOUDSTAFEL.................................2
1 B2B-MARKETING............................................................................................5
1.1 Wat is business marketing?........................................................................5
1.2 Zakelijke klanten........................................................................................5
1.2.1 Bedrijven....................................................................................................5
1.2.2 Overheidsinstanties......................................................................................6
1.2.3 Non-profitinstellingen...................................................................................6
1.3 Zakelijke producten....................................................................................6
1.4 Kenmerken van zakelijke markten en business marketing..........................7
1.4.1 Afgeleide vraag...........................................................................................7
1.4.2 Gezamelijke vraag.......................................................................................9
1.4.3 Beperkt aantal klanten.................................................................................9
1.4.4 Complex koopgedrag....................................................................................9
1.5 Relatie met consumentenmarketing.........................................................11
1.5.1 Gebruik van dezelfde marketingconcepten....................................................12
1.5.2 Afgeleide vraag..........................................................................................12
1.5.3 De rol van personen...................................................................................12
1.5.4 Combineren van business marketing en consumentenmarketing......................12
1.6 Creëren van waarde voor klanten.............................................................12
2 INZICHT IN ZAKELIJKE KLANTEN................................................................13
2.1 Klanten willen een probleem oplossen......................................................13
2.1.1 Het vertrekpunt: de job to be done van de klant............................................14
2.1.2 Het resultaat: superieure waarde voor de klant..............................................14
2.2 De klantactiviteitencyclus.........................................................................15
2.3 Het koopproces van organisaties..............................................................15
2.4 De aankoopbeslissing...............................................................................16
2.4.1 Het koopcentrum.......................................................................................16
2.4.2 Rollen en invloeden....................................................................................16
2.4.3 Koopmotieven...........................................................................................17
2.4.4 Koopsituaties.............................................................................................17
2.5 Professioneel en efficiënt inkopen............................................................17
2.5.1 Corporate Purchasing Card..........................................................................18
2.5.2 Uitbesteding van inkoop..............................................................................18
2.5.3 E-procurement..........................................................................................18
2.5.4 Inkoop als strategische activiteit..................................................................19
2.5.5 Uitbreiden, upgraden en verwijderen............................................................19
3 INZICHT IN ZAKELIJKE MARKTEN................................................................19
3.1 Market sensing..........................................................................................19
3.1.1 Marktgerichtheid........................................................................................19
3.1.2 Het effect van marktgerichtheid...................................................................20
3.2 Verzamelen van informatie over klanten...................................................20
3.2.1 Door de klant gepubliceerde informatie.........................................................21
3.2.2 Door derden gepubliceerde bronnen.............................................................21
3.2.3 Eigen administratie....................................................................................21
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