Dit is een samenvatting die alle leerstof bevat die gekend moet zijn voor het examen van Business Marketing, een vak die marketingstudenten krijgen in hun 2e jaar bedrijfsmanagement.
Het is geschreven in het Engels, aangezien het vak ook in deze taal wordt gegeven.
PS: Ik behaalde met mijn samen...
Inhoud
What’s in a name? (intro of the intro) ...................................................................................................... 6
What is business to business? (B2B) ........................................................................................................... 6
Characteristics of B2B markets .................................................................................................................. 6
The market .............................................................................................................................................. 7
The buying process ................................................................................................................................. 7
The demand............................................................................................................................................ 7
Derived demand................................................................................................................................. 7
Joint demand ...................................................................................................................................... 7
Fluctuating demand ........................................................................................................................... 7
Price (in)elastic .................................................................................................................................... 8
Therefore in B2B…................................................................................................................................ 8
Distribution channels .............................................................................................................................. 8
Types of B2B buyers (4) .............................................................................................................................. 9
Commercial businesses (industry and services) ................................................................................... 9
Resellers ................................................................................................................................................... 9
Governments (local/ national/ supra-national) ................................................................................... 9
Institutions .............................................................................................................................................. 10
3 types of B2B goods & services .............................................................................................................. 10
Components ......................................................................................................................................... 10
Capital goods ....................................................................................................................................... 11
Supporting goods ................................................................................................................................. 11
Creating value in B2B ............................................................................................................................... 11
Porter’s value chain (Michael Porter) ................................................................................................. 11
Decision making unit ................................................................................................................................ 12
Initiator ................................................................................................................................................... 12
User ........................................................................................................................................................ 13
Influencer .............................................................................................................................................. 13
Gatekeeper .......................................................................................................................................... 13
Decision maker ..................................................................................................................................... 14
Buyer ...................................................................................................................................................... 14
Importance of DMU for B2B marketeer .................................................................................................. 14
3 Key factors that initiate the buying process ....................................................................................... 15
Buying situations ....................................................................................................................................... 15
The buying cycle .................................................................................................................................. 15
One: Awareness ................................................................................................................................ 15
Two: Investigate................................................................................................................................. 16
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Business marketing
, Three: Evaluate .................................................................................................................................. 16
Four: Purchase ................................................................................................................................... 16
Five: Engage ...................................................................................................................................... 16
Six: Advocacy .................................................................................................................................... 17
Importance of understanding the DMP & DMU .................................................................................... 17
Importance of environmental analysis ................................................................................................... 18
Macro analysis: PESTLE ......................................................................................................................... 18
............................................................................................................................................................ 18
Political factors .................................................................................................................................. 18
Economic factors .............................................................................................................................. 18
Social factors ..................................................................................................................................... 19
Technological factors ....................................................................................................................... 19
Legal factors ...................................................................................................................................... 19
Environmental factors ....................................................................................................................... 19
Ethical factors .................................................................................................................................... 19
Environmental analysis: micro level ..................................................................................................... 20
Force 1: Competitive rivalry ............................................................................................................. 21
Force 2: The bargaining power of suppliers .................................................................................... 22
Force 3: The bargaining power of customers ................................................................................. 22
Force 4: Threat of new entrants ....................................................................................................... 22
Force 5: The threat of substitute products or services .................................................................... 23
Environmental analysis: Organizational level ......................................................................................... 23
SWOT analysis – definition .................................................................................................................... 24
Internal factors .................................................................................................................................. 24
External analysis................................................................................................................................. 24
Environmental analysis: 3 levels & 3 tools ............................................................................................... 25
Intro ........................................................................................................................................................... 26
Strategic Planning ................................................................................................................................ 27
Tactical planning .................................................................................................................................. 27
Operational planning ........................................................................................................................... 28
Tools ........................................................................................................................................................... 28
Value disciplines ................................................................................................................................... 28
Product leadership = best product.................................................................................................. 29
Operational excellence = best performance ................................................................................ 30
Customer intimacy = best service.................................................................................................... 30
Value disciplines: pricing based on T&W ............................................................................................ 30
Value disciplines – digital as game changer ..................................................................................... 31
Ansof matrix........................................................................................................................................... 31
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, Market penetration ........................................................................................................................... 32
Product development ...................................................................................................................... 32
Market development ........................................................................................................................ 33
Diversification .................................................................................................................................... 33
Boston consulting group portfolio analysis ......................................................................................... 34
Introduction .............................................................................................................................................. 37
The B2B buyer (customer) journey .......................................................................................................... 38
Building an omnichannel strategy .......................................................................................................... 39
Case studies.............................................................................................................................................. 42
Key takeaways ......................................................................................................................................... 42
Introduction .............................................................................................................................................. 43
Areas ......................................................................................................................................................... 43
Process transformation ......................................................................................................................... 44
Business model transformation ............................................................................................................ 44
Domain transformation ........................................................................................................................ 45
Culture/ organizational transformation .............................................................................................. 45
Why digital transformation? .................................................................................................................... 45
Surviving and staying competitive ...................................................................................................... 45
Keeping up with customer expectations ........................................................................................... 45
Improved efficiency and productivity ................................................................................................ 45
Cost savings and improved profitability ............................................................................................. 45
Digital maturity ...................................................................................................................................... 46
Digital intensity ...................................................................................................................................... 47
Capabilities VS pitfals ........................................................................................................................... 47
Conclusion ................................................................................................................................................ 47
Introduction .............................................................................................................................................. 48
Why engage in content marketing? ...................................................................................................... 49
Brand awareness .................................................................................................................................. 49
Trust and credibility ............................................................................................................................... 49
Lead generation ................................................................................................................................... 49
Informing ............................................................................................................................................... 50
How set-up a content marketing strategy? ........................................................................................... 51
1Identify your target audience ........................................................................................................... 51
2Set clear goals and objectives .......................................................................................................... 51
3Audit your existing B2B content ......................................................................................................... 51
4Determine distribution channels ........................................................................................................ 52
5Determine content types for B2B markets ........................................................................................ 52
6Create a content calendar ............................................................................................................... 52
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, 7Monitor content performance .......................................................................................................... 53
Effective B2B content formats ................................................................................................................. 54
Corporate websites .............................................................................................................................. 54
Blog posts .............................................................................................................................................. 54
Whitepapers & ebooks ......................................................................................................................... 55
Business case studies ............................................................................................................................ 55
Webinars ................................................................................................................................................ 55
Templates, checklists and how-to guides........................................................................................... 55
Tools & calculators ................................................................................................................................ 55
Podcasts ................................................................................................................................................ 55
Best practices ........................................................................................................................................... 55
Introduction .............................................................................................................................................. 56
Types of business analytics ...................................................................................................................... 57
Descriptive analytics ............................................................................................................................ 57
Predictive analytics .............................................................................................................................. 57
Prescriptive analytics ............................................................................................................................ 58
How do marketers use data?.................................................................................................................. 58
Challenges for B2B marketers.................................................................................................................. 58
Power of data........................................................................................................................................... 59
GDPR...................................................................................................................................................... 59
Introduction .............................................................................................................................................. 60
Why ABM? ............................................................................................................................................. 60
Inbound VS outbound marketing ........................................................................................................... 61
Inbound marketing ............................................................................................................................... 61
Outbound marketing ........................................................................................................................... 61
Cases See ppt. ......................................................................................................................................... 62
Main characteristics ................................................................................................................................. 62
Identifying & selecting target accounts ............................................................................................. 62
Build account intelligence ................................................................................................................... 62
Developing personalized content and campaigns .......................................................................... 62
Advantage 1: Align marketing & sales ............................................................................................... 62
Advantage 2: Increase content relevance and customer trust ...................................................... 63
Advantage 3: Increase ROI ................................................................................................................. 63
Key take aways ........................................................................................................................................ 63
Introduction .............................................................................................................................................. 64
B2C VS B2B ............................................................................................................................................ 65
Why work with B2B influencers? .............................................................................................................. 65
What makes a B2B influencer? ............................................................................................................... 66
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