Summary
Samenvatting Business marketing management
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Een samenvatting van Business marketing management. De samenvatting is een combinatie van powerpoint en boek.
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Business marketingmanagement
Inhoudsopgave
1 B2B-MARKETING............................................................................................................................5
1.1 WAT IS BUSINESS MARKETING.............................................................................................................5
1.2 ZAKELIJKE KLANTEN...........................................................................................................................5
1.2.1 BEDRIJVEN........................................................................................................................................5
1.3 ZAKELIJKE PRODUCTEN.......................................................................................................................6
1.4 KENMERKEN VAN ZAKELIJKE MARKTEN EN BUSINESS MARKETING................................................................7
1.4.1 AFGELEIDE VRAAG..............................................................................................................................7
1.4.2 GEZAMENLIJKE VRAAG.........................................................................................................................8
1.4.3 BEPERKT AANTAL KLANTEN...................................................................................................................8
1.4.4 COMPLEX KOOPGEDRAG......................................................................................................................8
1.5 RELATIE MET CONSUMENTENMARKETING...............................................................................................9
1.6 CREËREN VAN WAARDE VOOR KLANTEN................................................................................................9
2 INZICHT IN ZAKELIJKE KLANTEN......................................................................................................9
2.1 KLANTEN WILLEN EEN PROBLEEM OPLOSSEN (BEHOEFTE INLASSEN).............................................................9
2.1.1 HET VERTREKPUNT: DE JOB TO BE DONE VAN DE KLANT...........................................................................10
2.1.2 HET RESULTAAT: SUPERIEURE WAARDE VOOR DE KLANT...........................................................................10
2.2 DE KLANTACTIVITEITENCYCLUS...........................................................................................................11
2.3 HET KOOPPROCES VAN ORGANISATIES.................................................................................................11
2.4 DE AANKOOPBESLISSING..................................................................................................................11
2.4.1 KOOPCENTRUM................................................................................................................................11
2.4.2 ROLLEN EN INVLOEDEN......................................................................................................................12
2.4.3 KOOPMOTIEVEN...............................................................................................................................12
2.4.4 KOOPSITUATIES................................................................................................................................12
2.5 PROFESSIONEEL EN EFFICIËNT INKOPEN................................................................................................12
2.6 UITBREIDEN, UPGRADEN EN VERWIJDEREN...........................................................................................14
3 INZICHT IN ZAKELIJKE MARKTEN...................................................................................................14
3.1 MARKET SENSING...........................................................................................................................14
3.1.1 MARKTGERICHTHEID.........................................................................................................................14
3.1.2 HET EFFECT VAN MARKTGERICHTHEID...................................................................................................14
3.2 VERZAMELEN VAN INFORMATIE OVER KLANTEN.....................................................................................14
3.2.1 DOOR DE KLANT GEPUBLICEERDE INFORMATIE........................................................................................15
3.2.2 DOOR DERDEN GEPUBLICEERDE BRONNEN.............................................................................................15
3.2.3 EIGEN ADMINISTRATIE.......................................................................................................................15
3.2.4 MARKTONDERZOEK...........................................................................................................................15
3.2.5 INTERACTIE MET KLANTEN..................................................................................................................15
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,3.2.6 FEEDBACK VAN KLANTEN....................................................................................................................16
3.3 VERZAMELEN VAN INFORMATIE OVER ANDERE MARKTPARTIJEN................................................................16
3.3.1 LEVERANCIERS.................................................................................................................................16
3.3.2 CONCURRENTEN...............................................................................................................................16
3.3.3 ANDERE..........................................................................................................................................16
3.4 CREËREN VAN EEN MARKTBEELD........................................................................................................17
3.5 MARKTSEGMENTATIE......................................................................................................................17
3.5.1 SEGMENTATIEVARIABELEN..................................................................................................................17
3.5.2 MACRO- EN MICROSEGMENTATIE........................................................................................................17
3.5.3 NESTED APPROACH...........................................................................................................................18
4 WAARDE CREËREN VOOR KLANTEN..............................................................................................18
4.1 ONTWIKKELEN VAN EEN STRATEGIE DOOR HET SELECTEREN VAN KLANTEN EN WAARDE..................................18
4.2 SELECTIE VAN KLANTEN....................................................................................................................18
4.2.1 EEN PORTFOLIO AAN KLANTENRELATIES.................................................................................................19
4.2.2 TRANSACTIES OF RELATIES?................................................................................................................19
4.2.3 TREND NAAR RELATIEMARKETING........................................................................................................19
4.3 KEUZE VAN DE TE BIEDEN WAARDE.....................................................................................................20
4.4 ONTWIKKELEN VAN DE WAARDEPROPOSITIE.........................................................................................20
4.5 ONTWERPEN VAN HET WAARDENETWERK............................................................................................21
4.5.1 SUPPLY CHAIN MANAGEMENT.............................................................................................................21
4.5.2 MANAGEN VAN RELATIES...................................................................................................................21
4.6 METEN VAN WAARDE......................................................................................................................21
4.7 VASTLEGGEN EN DEMONSTREREN VAN WAARDE....................................................................................22
4.8 SAMENVATTING HOOFDSTUK 4..........................................................................................................22
5 MANAGEN VAN PRODUCTEN EN DIENSTEN..................................................................................23
5.1 MANAGEN VAN HET AANBOD...........................................................................................................23
5.2 PRODUCTEN EN PRODUCTSERVICE......................................................................................................23
5.2.1 PRODUCTSERVICE.............................................................................................................................24
5.2.2 VERBETEREN VAN DE PRODUCTSERVICE.................................................................................................24
5.3 DIENSTEN.....................................................................................................................................25
5.3.1 KENMERKEN VAN DIENSTEN................................................................................................................25
5.3.2 MARKETING VAN DIENSTEN................................................................................................................25
5.4 MARKETING VAN OPLOSSINGEN, SYSTEMEN EN PROJECTEN......................................................................26
5.4.1 VAN PRODUCT NAAR OPLOSSING.........................................................................................................26
5.4.2 SYSTEMS MARKETING EN PROJECTMARKETING........................................................................................26
5.5 ONTWIKKELEN VAN NIEUWE PRODUCTEN EN DIENSTEN...........................................................................26
5.5.1 HET PRODUCTONTWIKKELINGSPROCES..................................................................................................26
5.5.2 MANAGEMENT VAN PRODUCTONTWIKKELING........................................................................................27
5.6 ROOS VAN LEARY...........................................................................................................................27
5.7 EEN MOMENT VAN WAARHEID EN COMFORTZONE.................................................................................29
6 CRISISCOMMUNICATIE.................................................................................................................29
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,6.1 COMMUNICATIESTRATEGIE EN PLANNING.............................................................................................29
6.2 EEN-OP-EENCOMMUNICATIE: DIRECT MARKETING..................................................................................30
6.2.1 DIRECT MAIL...................................................................................................................................30
6.2.2 E-MAILMARKETING...........................................................................................................................30
6.2.3 TELEMARKETING...............................................................................................................................31
6.3 EEN-OP-EENCOMMUNICATIE: ONLINE CONTENT MARKETING....................................................................31
6.4 MASSACOMMUNICATIE: RECLAME......................................................................................................31
6.4.1 RECLAME MEDIA..............................................................................................................................31
6.4.2 HET BEOORDELEN VAN ZAKELIJKE RECLAME...........................................................................................31
6.4.3 GEBRUIK VAN RECLAMEBUREAUS.........................................................................................................31
6.5 MASSACOMMUNICATIE: VAKBEURZEN.................................................................................................31
6.5.1 MANAGEMENT VAN VAKBEURZEN........................................................................................................32
6.5.2 SHOWROOMS..................................................................................................................................34
6.6 MASSACOMMUNICATIE: PUBLIC RELATIONS..........................................................................................34
6.7 GESYNCHRONISEERDE COMMUNICATIE................................................................................................35
7 PRIJSMANAGEMENT.....................................................................................................................35
7.1 DE ROL VAN PRIJS...........................................................................................................................35
7.2 METHODEN VOOR PRIJSZETTING........................................................................................................36
7.2.1 PRIJS OP BASIS VAN KOSTEN...............................................................................................................36
7.2.2 PRIJS OP BASIS VAN CONCURRENTIE.....................................................................................................37
7.2.3 PRIJS OP BASIS VAN KLANTWAARDE......................................................................................................37
7.2.4 VASTSTELLEN VAN EEN PRIJS...............................................................................................................39
7.3 PRIJZEN VAN EEN PRODUCTLIJN.........................................................................................................39
7.3.1 PRIJZEN VAN COMPLEMENTAIRE PRODUCTEN.........................................................................................39
7.3.2 PRIJZEN VAN SUBSTITUTEN.................................................................................................................39
7.4 PRIJSTACTIEK: ONDERHANDELINGEN, AANBESTEDINGEN EN GEGARANDEERDE PRIJZEN...................................39
7.4.1 ONDERHANDELINGEN........................................................................................................................39
7.4.2 AANBESTEDINGEN............................................................................................................................39
7.4.3 GEGARANDEERDE PRIJZEN..................................................................................................................40
7.5 PRIJSMANAGEMENT........................................................................................................................40
7.6 LEASING EN COMPENSATIEHANDEL.....................................................................................................40
7.6.1 LEASING.........................................................................................................................................40
7.6.2 COMPENSATIEHANDEL.......................................................................................................................41
8 ONDERHANDELEN........................................................................................................................41
8.1 DEFINITIE......................................................................................................................................41
8.2 INHOUD VAN DE ONDERHANDELINGEN................................................................................................41
8.3 MACHTSBALANS: BRONNEN VAN MACHT.............................................................................................41
8.4 DE 6 PRINCIPES VAN CIALDINI...........................................................................................................41
8.4.1 PSYCHOLOGISCH INZICHT....................................................................................................................42
8.5 STIJLEN ONDERHANDELEN.................................................................................................................42
8.6 VIJF VALKUILEN IN ONDERHANDELINGSSITUATIES...................................................................................42
8.7 NEGEN SUCCESVOLLE ONDERHANDELINGSSTRATEGIEËN...........................................................................42
8.8 REAGEREN OP TRUCS.......................................................................................................................43
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, 8.9 ONDERHANDELEN VOLGENS DE VIER INZICHTEN VAN DE TOLTEKEN............................................................43
8.9.1 WEES ONBERISPELIJK IN JE WOORDEN..................................................................................................43
8.9.2 VAT NIETS PERSOONLIJK OP................................................................................................................43
8.9.3 GA NIET UIT VAN VERONDERSTELLINGEN...............................................................................................43
8.9.4 DOE ALTIJD JE BEST...........................................................................................................................43
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