Summary
Samenvatting 2 Business Marketing tbv scm
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Samenvatting studieboek Business marketing management van Wim Biemans - ISBN: 9789001808570, Druk: 6, Uitgavejaar: 2015 (Samenvatting BMM)
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Supply Chain ManagementBusiness Marketing Management
Wat is marketing?
Business Marketing:
Is de marketing van goederen en diensten
- Aan bedrijven, overheden en andere non-profit instellingen
- Die ze gebruiken voor de productie van eigen goederen en diensten
- Of doorverkopen aan andere zakelijke afnemers
Reclame = Promotie
De vier P’s:
- Product
- Place
- Price
- Promotion
The ‘new’ four C’s:
- Customer value(product)
- Cost to the customer(price)
- Convenience for the buyer(place)
- Communication
Position is:
- Differentiation from competitors
- Value proposition: What do you offer?
- Product dimensions: What do you do?
Targeting:
- W
So what’s so good about you?
Demographic segments:
- Gender
- Age
- Income
- Education
- Location
- Marital Status
- Culture
, Targeting
Marketing mix (price, product, place, promotion)
Positioning & targeting
Product dimensions
Demographic segment
Brand value
Market share
Wat willen we?
- Planmatig een reputatie vestige
- (ruil)transacties bevorderen en
- Duurzame relaties te creeëren,
- Waardoor organisaties en belanghebbenden hun doelstellingen
verwezenlijken
Zakelijke klanten: bedrijven
Drie soorten:
- Gebruikers: gebruiken goederen
- Original Equipment Manufacturers(OEM’s): Het ingekochte blijft als
zodanig herkenbaar
- Distributeur
Een bedrijf kan zowel gebruiker, OEMer als distributeur zijn.
Kenmerken zakelijke markten
Afgeleide vraag
- Versterkt vraagschommelingen
- Soms over meerdere schakels
- Vaak moeilijk vast te stellen waar in de keten belangrijke
beslissingen worden genomen
- Leidt som tot pull-strategie
- Betekent dat sommige fabrikanten zich rechtstreeks tot de
eindgebruiker richten (ingredient branding: Intel inside)
Klein aantal klanten (geldt vaak ook voor aanbieders)
- Geografische concentratie
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