Samenvatting
Samenvatting Business Marketing
- Instelling
- Arteveldehogeschool (Artevelde)
Uitgebreide samenvatting business marketing, lessen + cursus
[Meer zien]Voorbeeld 4 van de 44 pagina's
Voorbeeld 4 van de 44 pagina's
In winkelwagenVerkoper
Volgen
Voorbeeld van de inhoud
20_21Samenvatting Business
Marketing
,Marie Bulté Business Marketing
Inhoudsopgave
Business VS Consumer marketing............................................................................................................................................... 4
B2B distribution channel characteristics ..................................................................................................................................... 5
B2B Demand .............................................................................................................................................................................. 5
Derived Demand ............................................................................................................................................................................... 5
B2B market with buyers perspective .......................................................................................................................................... 6
Porters value chain .................................................................................................................................................................... 7
Purchasing in value chain ........................................................................................................................................................... 7
What is procurement process..................................................................................................................................................... 8
Flow of process B2B ................................................................................................................................................................... 9
Profile of purchaser.................................................................................................................................................................... 9
goals of purchasing .................................................................................................................................................................... 9
The Procurement circle ............................................................................................................................................................ 10
Definition of procurement ....................................................................................................................................................... 11
Specific objectives .................................................................................................................................................................... 11
Nature of industrial buying and buying behavior ...................................................................................................................... 12
Kraljic Matrix ........................................................................................................................................................................... 12
Macro environment ................................................................................................................................................................. 15
Pestel-analysis ................................................................................................................................................................................ 15
....................................................................................................................................................................................................... 16
Pastel Analysis: case Amazon ......................................................................................................................................................... 16
1. Political Factors ................................................................................................................................................................. 16
2. Economic Factors .............................................................................................................................................................. 16
3. Social/Sociocultural Factors .............................................................................................................................................. 16
4. Technological Factors........................................................................................................................................................ 16
5. Eco/Environmental Factors ............................................................................................................................................... 16
6. Legal Factors ..................................................................................................................................................................... 16
Micro environment .................................................................................................................................................................. 17
5 forces: Competitive Rivalry .......................................................................................................................................................... 17
1. Competition rivalry ................................................................................................................................................................ 17
2. Suppliers ................................................................................................................................................................................ 17
3. Buyers: can be powerful too .................................................................................................................................................. 17
,Marie Bulté Business Marketing
4. Substitutes ............................................................................................................................................................................. 17
5. New entries............................................................................................................................................................................ 17
6. Environment Analysis: Company ........................................................................................................................................... 17
Internal analysis: SWOT ........................................................................................................................................................... 18
The Nature of Industrial Buying and Buying Behavior ............................................................................................................... 18
Decision making process .......................................................................................................................................................... 19
................................................................................................................................................................................................ 19
Decision making unit ................................................................................................................................................................ 21
Level of planning ...................................................................................................................................................................... 22
Portfolio analysis (Boston Consulting Group) ........................................................................................................................... 23
Product and Capacity function ................................................................................................................................................. 23
Strategic imperative (treacy, & Wiersema) ............................................................................................................................... 24
Product Leadership .................................................................................................................................................................. 24
Operational Excellence............................................................................................................................................................. 24
Customer Intimacy ................................................................................................................................................................... 25
Consequence of NOT choosing: “Stuck in the middle” ............................................................................................................. 25
Customer Relationship Management (CRM) = Knowing your customer .................................................................................... 26
Lead Generation = finding new customers................................................................................................................................ 26
Sales funnel ............................................................................................................................................................................. 26
The challenge of omni-channel................................................................................................................................................. 26
Digital Marketing ........................................................................................................................................................................... 27
Digital marketing – Tesla ............................................................................................................................................................... 29
Digital marketing: share economy ................................................................................................................................................. 29
Social media marketing ............................................................................................................................................................ 30
Social media marketing: B2B Platforms ......................................................................................................................................... 30
Google........................................................................................................................................................................................ 30
Twitter ....................................................................................................................................................................................... 31
Facebook.................................................................................................................................................................................... 31
Linkedin...................................................................................................................................................................................... 31
Instagram ................................................................................................................................................................................... 31
Additional social media platforms ............................................................................................................................................. 31
Content is king ......................................................................................................................................................................... 32
Data analytics .......................................................................................................................................................................... 32
Big Data.......................................................................................................................................................................................... 32
, Marie Bulté Business Marketing
Risks ............................................................................................................................................................................................... 32
3 types of data ............................................................................................................................................................................... 33
Inbound marketing .................................................................................................................................................................. 33
Lead generation funnel .................................................................................................................................................................. 34
The new hybrid sales representative ........................................................................................................................................ 35
death of a salesman ................................................................................................................................................................. 36
Profile of a modern salesman......................................................................................................................................................... 36
Characteristics ................................................................................................................................................................................ 37
First observation: ..................................................................................................................................................................... 38
Shift 1: Product à Customer orientation ....................................................................................................................................... 38
Shift 2: Market evolution Pressure on the mid-market segment from two directions ................................................................... 38
Shift 3: Increasing segmentation .................................................................................................................................................... 39
A strategic imperative .............................................................................................................................................................. 39
Product leadership ................................................................................................................................................................... 39
Operational Excellence............................................................................................................................................................. 40
Customer Intimacy ................................................................................................................................................................... 40
Second observation:................................................................................................................................................................. 41
Change 1: Environmental changes ................................................................................................................................................. 41
Technological influences............................................................................................................................................................ 41
Managerial influences................................................................................................................................................................ 41
Behavioural influences............................................................................................................................................................... 41
Change 2: Growing importance of R&D ......................................................................................................................................... 42
Partnerships ............................................................................................................................................................................... 42
Account Based Marketing ........................................................................................................................................................ 43
Making ABM-plans:........................................................................................................................................................................ 43
Account selection ........................................................................................................................................................................... 43
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper ArteveldeBEM. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 75323 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen