Hogeschool Leiden
Samenvatting
IITORG
2021-2022 Periode 1
T Brand
21-10-2021
,Inhoud
Week 1: organisatie, omgeving, leiderschap, cultuur.............................................................................5
Organisatie.........................................................................................................................................5
Missie.................................................................................................................................................5
Missionstatement...............................................................................................................................5
Visie....................................................................................................................................................5
Principes.............................................................................................................................................5
De omgeving van een organisatie.......................................................................................................6
De organisatie als sociaal systeem......................................................................................................6
Functionele lijn-staf-organisatie.........................................................................................................7
Projectorganisatie...............................................................................................................................7
Macht.................................................................................................................................................7
Politiek................................................................................................................................................8
Hiërarchie en coördinatie...................................................................................................................8
Cirkel van falen...................................................................................................................................8
Cirkel van succes.................................................................................................................................9
Leiderschapsstijlen Quinn...................................................................................................................9
Situationeel leiderschap Hersey.......................................................................................................10
Skill-Will diagram..............................................................................................................................10
Situationeel leiderschap...................................................................................................................11
Zeggenschap en beslissingen............................................................................................................11
Culturele typologie Hofstede............................................................................................................12
Week 2: Value chain, Mintzberg, contingentie, levenscyclus...............................................................13
Value Chain Porter............................................................................................................................13
Configuraties van Mintzberg.............................................................................................................14
Ondernemersorganisatie..............................................................................................................14
Machineorganisatie......................................................................................................................15
Professionele organisatie..............................................................................................................15
Innovatieve organisatie................................................................................................................16
Gedivisionaliseerde organisatie....................................................................................................16
Zendings- en politieke organisatie................................................................................................16
Contingentietheorie.........................................................................................................................16
Kenmerken organisaties...................................................................................................................17
Levenscyclus van organisaties..........................................................................................................17
Week 3: Levensfasen en crisissen in een organisatie...........................................................................18
1
, Model van Greiner............................................................................................................................18
Crisis 1: leiderschapscrisis.............................................................................................................18
Crisis 2: automomiecrisis..............................................................................................................18
Crisis 3: beheerscrisis....................................................................................................................18
Crisis 4: bureaucratiecrisis............................................................................................................19
Crisis 5: overlegcrisis.....................................................................................................................19
Crisis 6 : identiteitscrisis................................................................................................................19
Het vierfasenmodel Hardjono..........................................................................................................19
Week 4: rechtsvormen, PMC’s, BCG en Producten..............................................................................20
Rechtsvormen...................................................................................................................................20
Product-Markt combinaties Ansoff...................................................................................................20
Boston Consulting Group (BCG matrix).............................................................................................21
Product Life Cycle Vernon.................................................................................................................21
Adoptiecurve van Rogers..................................................................................................................22
Product/dienst..................................................................................................................................23
De productsamenstelling (Leeflang).................................................................................................23
De productsamenstelling (Copeland)...............................................................................................23
Productensamenhang.......................................................................................................................24
Producten naar inkomen..................................................................................................................24
Fabrikantmerken..............................................................................................................................24
Distribuantenmerken.......................................................................................................................24
Trading up.........................................................................................................................................24
Trading down....................................................................................................................................24
Week 5: Promotie, plaats, distributie en kanalen.................................................................................25
Promotie...........................................................................................................................................25
Reclame............................................................................................................................................25
Reclametechnieken..........................................................................................................................25
Herhaling......................................................................................................................................25
Testimonials..................................................................................................................................26
Actiegeoriënteerd.........................................................................................................................26
MBTI.............................................................................................................................................26
Teasing..........................................................................................................................................26
Viral..............................................................................................................................................26
Aspirationeel.................................................................................................................................27
Public relations (PR)..........................................................................................................................27
Direct marketing...............................................................................................................................27
2
, Persoonlijke verkoop........................................................................................................................28
Beurzen, tentoonstellingen en congressen......................................................................................29
Promotions.......................................................................................................................................29
Plaats................................................................................................................................................29
Integratie..........................................................................................................................................30
Differentiatie....................................................................................................................................30
Specialisatie......................................................................................................................................30
Parallellisatie....................................................................................................................................31
Distributie.........................................................................................................................................31
Agenten............................................................................................................................................31
Kanaalstructuren..............................................................................................................................32
Week 6: Kosten, (prijs)strategieën, prijselasticiteit en winst................................................................33
Prijs...................................................................................................................................................33
Prijsstrategieën.................................................................................................................................33
Skimpricing...................................................................................................................................33
Stay-Out pricing............................................................................................................................33
Put-Out pricing.............................................................................................................................33
Prijsdifferentiatie..........................................................................................................................33
Prijsdiscriminatie..........................................................................................................................34
Penetratiepricing..........................................................................................................................34
Kartel............................................................................................................................................34
Me-Too pricing.............................................................................................................................34
De vraagcurve...................................................................................................................................34
Prijselasticiteit..................................................................................................................................34
Kosten...............................................................................................................................................35
Integrale kostprijs.............................................................................................................................35
Winst................................................................................................................................................35
BTW..................................................................................................................................................36
Week 7: personeel, Maslow, Herzberg, marketingmix en vijfkrachtenmodel......................................37
Leiderschap......................................................................................................................................37
Managementstijlen...........................................................................................................................37
Piramide van Maslow.......................................................................................................................38
Hertzberg..........................................................................................................................................38
Instroom, doorstroom en uitstroom.................................................................................................40
Arbeidsovereenkomst onbepaalde tijd.............................................................................................41
Arbeidsovereenkomst bepaalde tijd.................................................................................................41
3
Samenvatting
IITORG
2021-2022 Periode 1
T Brand
21-10-2021
,Inhoud
Week 1: organisatie, omgeving, leiderschap, cultuur.............................................................................5
Organisatie.........................................................................................................................................5
Missie.................................................................................................................................................5
Missionstatement...............................................................................................................................5
Visie....................................................................................................................................................5
Principes.............................................................................................................................................5
De omgeving van een organisatie.......................................................................................................6
De organisatie als sociaal systeem......................................................................................................6
Functionele lijn-staf-organisatie.........................................................................................................7
Projectorganisatie...............................................................................................................................7
Macht.................................................................................................................................................7
Politiek................................................................................................................................................8
Hiërarchie en coördinatie...................................................................................................................8
Cirkel van falen...................................................................................................................................8
Cirkel van succes.................................................................................................................................9
Leiderschapsstijlen Quinn...................................................................................................................9
Situationeel leiderschap Hersey.......................................................................................................10
Skill-Will diagram..............................................................................................................................10
Situationeel leiderschap...................................................................................................................11
Zeggenschap en beslissingen............................................................................................................11
Culturele typologie Hofstede............................................................................................................12
Week 2: Value chain, Mintzberg, contingentie, levenscyclus...............................................................13
Value Chain Porter............................................................................................................................13
Configuraties van Mintzberg.............................................................................................................14
Ondernemersorganisatie..............................................................................................................14
Machineorganisatie......................................................................................................................15
Professionele organisatie..............................................................................................................15
Innovatieve organisatie................................................................................................................16
Gedivisionaliseerde organisatie....................................................................................................16
Zendings- en politieke organisatie................................................................................................16
Contingentietheorie.........................................................................................................................16
Kenmerken organisaties...................................................................................................................17
Levenscyclus van organisaties..........................................................................................................17
Week 3: Levensfasen en crisissen in een organisatie...........................................................................18
1
, Model van Greiner............................................................................................................................18
Crisis 1: leiderschapscrisis.............................................................................................................18
Crisis 2: automomiecrisis..............................................................................................................18
Crisis 3: beheerscrisis....................................................................................................................18
Crisis 4: bureaucratiecrisis............................................................................................................19
Crisis 5: overlegcrisis.....................................................................................................................19
Crisis 6 : identiteitscrisis................................................................................................................19
Het vierfasenmodel Hardjono..........................................................................................................19
Week 4: rechtsvormen, PMC’s, BCG en Producten..............................................................................20
Rechtsvormen...................................................................................................................................20
Product-Markt combinaties Ansoff...................................................................................................20
Boston Consulting Group (BCG matrix).............................................................................................21
Product Life Cycle Vernon.................................................................................................................21
Adoptiecurve van Rogers..................................................................................................................22
Product/dienst..................................................................................................................................23
De productsamenstelling (Leeflang).................................................................................................23
De productsamenstelling (Copeland)...............................................................................................23
Productensamenhang.......................................................................................................................24
Producten naar inkomen..................................................................................................................24
Fabrikantmerken..............................................................................................................................24
Distribuantenmerken.......................................................................................................................24
Trading up.........................................................................................................................................24
Trading down....................................................................................................................................24
Week 5: Promotie, plaats, distributie en kanalen.................................................................................25
Promotie...........................................................................................................................................25
Reclame............................................................................................................................................25
Reclametechnieken..........................................................................................................................25
Herhaling......................................................................................................................................25
Testimonials..................................................................................................................................26
Actiegeoriënteerd.........................................................................................................................26
MBTI.............................................................................................................................................26
Teasing..........................................................................................................................................26
Viral..............................................................................................................................................26
Aspirationeel.................................................................................................................................27
Public relations (PR)..........................................................................................................................27
Direct marketing...............................................................................................................................27
2
, Persoonlijke verkoop........................................................................................................................28
Beurzen, tentoonstellingen en congressen......................................................................................29
Promotions.......................................................................................................................................29
Plaats................................................................................................................................................29
Integratie..........................................................................................................................................30
Differentiatie....................................................................................................................................30
Specialisatie......................................................................................................................................30
Parallellisatie....................................................................................................................................31
Distributie.........................................................................................................................................31
Agenten............................................................................................................................................31
Kanaalstructuren..............................................................................................................................32
Week 6: Kosten, (prijs)strategieën, prijselasticiteit en winst................................................................33
Prijs...................................................................................................................................................33
Prijsstrategieën.................................................................................................................................33
Skimpricing...................................................................................................................................33
Stay-Out pricing............................................................................................................................33
Put-Out pricing.............................................................................................................................33
Prijsdifferentiatie..........................................................................................................................33
Prijsdiscriminatie..........................................................................................................................34
Penetratiepricing..........................................................................................................................34
Kartel............................................................................................................................................34
Me-Too pricing.............................................................................................................................34
De vraagcurve...................................................................................................................................34
Prijselasticiteit..................................................................................................................................34
Kosten...............................................................................................................................................35
Integrale kostprijs.............................................................................................................................35
Winst................................................................................................................................................35
BTW..................................................................................................................................................36
Week 7: personeel, Maslow, Herzberg, marketingmix en vijfkrachtenmodel......................................37
Leiderschap......................................................................................................................................37
Managementstijlen...........................................................................................................................37
Piramide van Maslow.......................................................................................................................38
Hertzberg..........................................................................................................................................38
Instroom, doorstroom en uitstroom.................................................................................................40
Arbeidsovereenkomst onbepaalde tijd.............................................................................................41
Arbeidsovereenkomst bepaalde tijd.................................................................................................41
3
