B2B marketing
1. Inleiding..............................................................................................................................................4
2. Koopgedrag van organisaties..............................................................................................................4
2.1 Decision making unit (DMU).........................................................................................................4
2.2 Problem solving unit (PSU)...........................................................................................................5
2.3 Inkoopproces................................................................................................................................5
2.4 Trends gerelateerd aan het aankoopgedrag van organisaties......................................................5
3. Make or Buy inkoopportfolio..............................................................................................................5
3.1 Inkoopportfolio.............................................................................................................................5
4. Marktonderzoek in een B2B omgeving...............................................................................................5
4.1 Domeinen van marktonderzoek in B2B........................................................................................6
4.2 Gegevens verzamelen...................................................................................................................6
5. Marketingplanning.............................................................................................................................6
5.1 Planning en strategie....................................................................................................................6
5.2 Marketingorganisatie..................................................................................................................10
6. Marketingmix – Product + service + Brand.......................................................................................10
6.1 Product.......................................................................................................................................11
6.1.1 Productlevenscyclus (en marketingimpact).........................................................................11
6.1.2 Productontwikkelingsproces................................................................................................11
Belang van de factor tijd bij productontwikkeling....................................................................12
Methodologie voor productontwikkeling en snelheid..............................................................12
Big bang disruption...................................................................................................................12
Gebruik van lead users.............................................................................................................12
Aspect van duurzaamheid........................................................................................................12
Productmodificatie...................................................................................................................12
Producteliminatie.....................................................................................................................12
6.1.3 Innovatie..............................................................................................................................12
Samenwerking met afnemers...................................................................................................13
Samenwerking met leveranciers...............................................................................................13
Innovatie in netwerken.............................................................................................................14
Innovatie als afvalrace..............................................................................................................14
Industrieel eigendom................................................................................................................14
6.1.4 Kwaliteit...............................................................................................................................14
ISO 9000...................................................................................................................................14
Producteigenschappen KOOP = Klant Order Ontkoppel Punt...................................................14
, Smart customization.................................................................................................................14
6.1.5 Productniveaus (Kotler).......................................................................................................15
6.2 Service........................................................................................................................................15
Hoe succesvol in B2B services?.................................................................................................15
Wat is service?..........................................................................................................................15
6.2.1 De servicemix (dienstverlening bij fysiek product)..............................................................15
Indeling services: buying journey..............................................................................................16
Service en relatiemanagement.................................................................................................16
Serviceprofielen (gerangschikt volgens toenemend betrokkenheid leveranciers)...................16
6.2.2 Strategische aspecten: business model...............................................................................16
Segmentatie o.b.v. servicebehoeften.......................................................................................16
Profilering als service performer...............................................................................................16
Strategische aspecten: Producent of dienstverlener?..............................................................17
6.3 Branding.....................................................................................................................................17
7. Marketingmix – Distributiekanalen..................................................................................................18
7.1 Distributie als ‘instrument’ of strategie?....................................................................................18
7.2 Directe en indirecte distributie...................................................................................................18
7.3 Functies distributiekanaal...........................................................................................................19
7.4 Kanaaltaken en compensatie......................................................................................................19
7.4.1 Kanaaltaken.........................................................................................................................19
7.4.2 Compensatie........................................................................................................................20
7.5 Types intermediairs....................................................................................................................20
7.5.1 Geen eigenaar/voorraad......................................................................................................20
Agenten....................................................................................................................................20
Broker (makelaar).....................................................................................................................20
7.5.2 wel eigenaar/voorraad (industriële distributeurs)...............................................................20
voorkeur voor distributeurs bij:................................................................................................20
soorten:....................................................................................................................................21
7.6 Ontwerp van een distributiekanaal............................................................................................21
7.6.1 Ontwerp van het multi-kanaal proces model......................................................................21
7.7 Distributiedoelstellingen.............................................................................................................21
7.8 Beperkende factoren in de kanaalkeuze.....................................................................................22
7.9 Kanaalconflicten.........................................................................................................................22
7.9.1 Intra-kanaal (deelnemers binnen hetzelfde kanaal)........................................................22
7.9.2 Inter-kanaal (deelnemers van verschillende kanalen).........................................................23
7.9.3 Verticale marketingsystemen..............................................................................................23
, Franchising................................................................................................................................23
Dealers......................................................................................................................................23
7.9.4 Desintermediatie – voorwaartse integratie.........................................................................23
7.9.5 Re-intermediatie (herbemiddelen)......................................................................................23
7.9.6 Logistiek management.........................................................................................................24
7.10 Fysieke distributie.....................................................................................................................24
7.10.1 Fysieke distributie: zelf doen of uitbesteden?...................................................................25
8 Communicatiebeleid in een B2B-omgeving.......................................................................................25
8.1 Communicatie.............................................................................................................................25
8.1.1 Marketingcommunicatie......................................................................................................25
8.1.2 Corporate communicatie/Public relations...........................................................................26
Marketing - Public relations......................................................................................................26
8.1.3 Integrated marketing communication (IMC).......................................................................26
4 goed gecoördineerde activiteiten om doelgroep te bereiken................................................26
8.2 Instrumenten..............................................................................................................................27
8.2.1 Reclame...............................................................................................................................27
Functies binnen B2B-marketing................................................................................................27
Reclamedoelstellingen..............................................................................................................27
Reclamestrategie......................................................................................................................27
8.2.2 Media...................................................................................................................................27
Mediaselectie...........................................................................................................................28
8.2.3 Promotie en loyaliteitsprogramma’s...................................................................................28
8.2.4 Beurzen................................................................................................................................28
Effectiviteit beursdeelname......................................................................................................28
8.2.5 Direct marketing communicatie..........................................................................................29
8.2.6 Online..................................................................................................................................29
Online advertising: behavioral retargeting...............................................................................29
Online advertising: liquid content (content marketing)............................................................29
8.3 Communicatiemix.......................................................................................................................30
8.4 Communicatiebudget.................................................................................................................31
8.5 Marketingcommunicatie Planning..............................................................................................31
Measure impact........................................................................................................................31
Tracking: lead scoring...............................................................................................................31
9 Social media in B2B markets..............................................................................................................32
9.1 Social media features..................................................................................................................32
9.2 Social media as 2-sided platform markets..................................................................................32
, 9.3 Populariteit.................................................................................................................................33
9.3.1 Useful tools for facebook (e-commerce nation)..................................................................33
9.3.2 Useful tools for instagram....................................................................................................34
9.3.3 Useful tools for twitter.........................................................................................................34
9.3.4 Useful tools for linkedin.......................................................................................................34
9.4 Barrières van sociale media voor B2B bedrijven.........................................................................34
9.5 Levels of engagement – 4P’s.......................................................................................................34
9.5.1 To probe user generated content........................................................................................35
9.5.2 To push firm generated content (FGC)................................................................................35
9.5.3 Prime content using viral mechanisms................................................................................36
The emotions that make campaigns go viral............................................................................36
Incentives..................................................................................................................................36
Key influencers.........................................................................................................................36
9.5.4 Participate in user dialogue.................................................................................................36
9.6 ROI of social media.....................................................................................................................36
9.7 Samenhang merk en digitale bouwstenen..................................................................................37
9.8 Growth hacking...........................................................................................................................37
9.9 Ten challenges in B2B marketing................................................................................................38
1. Inleiding
- Wat is economie?
- Waarom B2B marketing bestuderen?
- Wat is marketing?
- Wat is B2B, B2C en H2H?
- Wat is B2B marketing? En de 4C’s? en de DC2T’s ?
- Wie zijn de zakelijke doelgroepen ?
- Duale marketing
- B2B producten
- Verschillen in de marketingmix
2. Koopgedrag van organisaties
2.1 Decision making unit (DMU)
- Initiator
- Gebruiker
- Gebruiker als fan/ambassadeur
- Gatekeeper
- Inkoper
- Traditioneel perspectief over inkopers
- Tendens naar meer invloed van en erkenning voor de inkoper
- Betaler
1. Inleiding..............................................................................................................................................4
2. Koopgedrag van organisaties..............................................................................................................4
2.1 Decision making unit (DMU).........................................................................................................4
2.2 Problem solving unit (PSU)...........................................................................................................5
2.3 Inkoopproces................................................................................................................................5
2.4 Trends gerelateerd aan het aankoopgedrag van organisaties......................................................5
3. Make or Buy inkoopportfolio..............................................................................................................5
3.1 Inkoopportfolio.............................................................................................................................5
4. Marktonderzoek in een B2B omgeving...............................................................................................5
4.1 Domeinen van marktonderzoek in B2B........................................................................................6
4.2 Gegevens verzamelen...................................................................................................................6
5. Marketingplanning.............................................................................................................................6
5.1 Planning en strategie....................................................................................................................6
5.2 Marketingorganisatie..................................................................................................................10
6. Marketingmix – Product + service + Brand.......................................................................................10
6.1 Product.......................................................................................................................................11
6.1.1 Productlevenscyclus (en marketingimpact).........................................................................11
6.1.2 Productontwikkelingsproces................................................................................................11
Belang van de factor tijd bij productontwikkeling....................................................................12
Methodologie voor productontwikkeling en snelheid..............................................................12
Big bang disruption...................................................................................................................12
Gebruik van lead users.............................................................................................................12
Aspect van duurzaamheid........................................................................................................12
Productmodificatie...................................................................................................................12
Producteliminatie.....................................................................................................................12
6.1.3 Innovatie..............................................................................................................................12
Samenwerking met afnemers...................................................................................................13
Samenwerking met leveranciers...............................................................................................13
Innovatie in netwerken.............................................................................................................14
Innovatie als afvalrace..............................................................................................................14
Industrieel eigendom................................................................................................................14
6.1.4 Kwaliteit...............................................................................................................................14
ISO 9000...................................................................................................................................14
Producteigenschappen KOOP = Klant Order Ontkoppel Punt...................................................14
, Smart customization.................................................................................................................14
6.1.5 Productniveaus (Kotler).......................................................................................................15
6.2 Service........................................................................................................................................15
Hoe succesvol in B2B services?.................................................................................................15
Wat is service?..........................................................................................................................15
6.2.1 De servicemix (dienstverlening bij fysiek product)..............................................................15
Indeling services: buying journey..............................................................................................16
Service en relatiemanagement.................................................................................................16
Serviceprofielen (gerangschikt volgens toenemend betrokkenheid leveranciers)...................16
6.2.2 Strategische aspecten: business model...............................................................................16
Segmentatie o.b.v. servicebehoeften.......................................................................................16
Profilering als service performer...............................................................................................16
Strategische aspecten: Producent of dienstverlener?..............................................................17
6.3 Branding.....................................................................................................................................17
7. Marketingmix – Distributiekanalen..................................................................................................18
7.1 Distributie als ‘instrument’ of strategie?....................................................................................18
7.2 Directe en indirecte distributie...................................................................................................18
7.3 Functies distributiekanaal...........................................................................................................19
7.4 Kanaaltaken en compensatie......................................................................................................19
7.4.1 Kanaaltaken.........................................................................................................................19
7.4.2 Compensatie........................................................................................................................20
7.5 Types intermediairs....................................................................................................................20
7.5.1 Geen eigenaar/voorraad......................................................................................................20
Agenten....................................................................................................................................20
Broker (makelaar).....................................................................................................................20
7.5.2 wel eigenaar/voorraad (industriële distributeurs)...............................................................20
voorkeur voor distributeurs bij:................................................................................................20
soorten:....................................................................................................................................21
7.6 Ontwerp van een distributiekanaal............................................................................................21
7.6.1 Ontwerp van het multi-kanaal proces model......................................................................21
7.7 Distributiedoelstellingen.............................................................................................................21
7.8 Beperkende factoren in de kanaalkeuze.....................................................................................22
7.9 Kanaalconflicten.........................................................................................................................22
7.9.1 Intra-kanaal (deelnemers binnen hetzelfde kanaal)........................................................22
7.9.2 Inter-kanaal (deelnemers van verschillende kanalen).........................................................23
7.9.3 Verticale marketingsystemen..............................................................................................23
, Franchising................................................................................................................................23
Dealers......................................................................................................................................23
7.9.4 Desintermediatie – voorwaartse integratie.........................................................................23
7.9.5 Re-intermediatie (herbemiddelen)......................................................................................23
7.9.6 Logistiek management.........................................................................................................24
7.10 Fysieke distributie.....................................................................................................................24
7.10.1 Fysieke distributie: zelf doen of uitbesteden?...................................................................25
8 Communicatiebeleid in een B2B-omgeving.......................................................................................25
8.1 Communicatie.............................................................................................................................25
8.1.1 Marketingcommunicatie......................................................................................................25
8.1.2 Corporate communicatie/Public relations...........................................................................26
Marketing - Public relations......................................................................................................26
8.1.3 Integrated marketing communication (IMC).......................................................................26
4 goed gecoördineerde activiteiten om doelgroep te bereiken................................................26
8.2 Instrumenten..............................................................................................................................27
8.2.1 Reclame...............................................................................................................................27
Functies binnen B2B-marketing................................................................................................27
Reclamedoelstellingen..............................................................................................................27
Reclamestrategie......................................................................................................................27
8.2.2 Media...................................................................................................................................27
Mediaselectie...........................................................................................................................28
8.2.3 Promotie en loyaliteitsprogramma’s...................................................................................28
8.2.4 Beurzen................................................................................................................................28
Effectiviteit beursdeelname......................................................................................................28
8.2.5 Direct marketing communicatie..........................................................................................29
8.2.6 Online..................................................................................................................................29
Online advertising: behavioral retargeting...............................................................................29
Online advertising: liquid content (content marketing)............................................................29
8.3 Communicatiemix.......................................................................................................................30
8.4 Communicatiebudget.................................................................................................................31
8.5 Marketingcommunicatie Planning..............................................................................................31
Measure impact........................................................................................................................31
Tracking: lead scoring...............................................................................................................31
9 Social media in B2B markets..............................................................................................................32
9.1 Social media features..................................................................................................................32
9.2 Social media as 2-sided platform markets..................................................................................32
, 9.3 Populariteit.................................................................................................................................33
9.3.1 Useful tools for facebook (e-commerce nation)..................................................................33
9.3.2 Useful tools for instagram....................................................................................................34
9.3.3 Useful tools for twitter.........................................................................................................34
9.3.4 Useful tools for linkedin.......................................................................................................34
9.4 Barrières van sociale media voor B2B bedrijven.........................................................................34
9.5 Levels of engagement – 4P’s.......................................................................................................34
9.5.1 To probe user generated content........................................................................................35
9.5.2 To push firm generated content (FGC)................................................................................35
9.5.3 Prime content using viral mechanisms................................................................................36
The emotions that make campaigns go viral............................................................................36
Incentives..................................................................................................................................36
Key influencers.........................................................................................................................36
9.5.4 Participate in user dialogue.................................................................................................36
9.6 ROI of social media.....................................................................................................................36
9.7 Samenhang merk en digitale bouwstenen..................................................................................37
9.8 Growth hacking...........................................................................................................................37
9.9 Ten challenges in B2B marketing................................................................................................38
1. Inleiding
- Wat is economie?
- Waarom B2B marketing bestuderen?
- Wat is marketing?
- Wat is B2B, B2C en H2H?
- Wat is B2B marketing? En de 4C’s? en de DC2T’s ?
- Wie zijn de zakelijke doelgroepen ?
- Duale marketing
- B2B producten
- Verschillen in de marketingmix
2. Koopgedrag van organisaties
2.1 Decision making unit (DMU)
- Initiator
- Gebruiker
- Gebruiker als fan/ambassadeur
- Gatekeeper
- Inkoper
- Traditioneel perspectief over inkopers
- Tendens naar meer invloed van en erkenning voor de inkoper
- Betaler
