Samenvatting
Business marketing management H1
Wim Biemans 7e druk
Inhoudsopgave
1 B2B-marketing ............................................................................................................................................................. 2
1.1 Wat is business marketing.............................................................................................................................................................................. 2
1.2 Zakelijke klanten ............................................................................................................................................................................................. 2
1.3 Zakelijke producten ........................................................................................................................................................................................ 2
1.4 Kenmerken van zakelijke markten en business marketing ............................................................................................................................. 3
1.4.1 Afgeleide vraag ...................................................................................................................................................................................... 3
1.4.2 Gezamenlijke vraag ............................................................................................................................................................................... 4
1.4.3 Beperkt aantal klanten .......................................................................................................................................................................... 4
1.4.4 Complex koopgedrag............................................................................................................................................................................. 4
1.4.5 Specifieke invulling van business marketing .......................................................................................................................................... 4
1.5 Relatie met consumentenmarketing .............................................................................................................................................................. 4
1.5.1 Gebruik van dezelfde marketingconcepten ........................................................................................................................................... 4
1.5.2 Afgeleide vraag ...................................................................................................................................................................................... 4
1.5.3 De rol van personen .............................................................................................................................................................................. 4
1.5.4 Combineren van business marketing en consumentenmarketing ......................................................................................................... 4
1.6 Creëren van waarde voor klanten .................................................................................................................................................................. 5
Business marketing management H1
Wim Biemans 7e druk
Inhoudsopgave
1 B2B-marketing ............................................................................................................................................................. 2
1.1 Wat is business marketing.............................................................................................................................................................................. 2
1.2 Zakelijke klanten ............................................................................................................................................................................................. 2
1.3 Zakelijke producten ........................................................................................................................................................................................ 2
1.4 Kenmerken van zakelijke markten en business marketing ............................................................................................................................. 3
1.4.1 Afgeleide vraag ...................................................................................................................................................................................... 3
1.4.2 Gezamenlijke vraag ............................................................................................................................................................................... 4
1.4.3 Beperkt aantal klanten .......................................................................................................................................................................... 4
1.4.4 Complex koopgedrag............................................................................................................................................................................. 4
1.4.5 Specifieke invulling van business marketing .......................................................................................................................................... 4
1.5 Relatie met consumentenmarketing .............................................................................................................................................................. 4
1.5.1 Gebruik van dezelfde marketingconcepten ........................................................................................................................................... 4
1.5.2 Afgeleide vraag ...................................................................................................................................................................................... 4
1.5.3 De rol van personen .............................................................................................................................................................................. 4
1.5.4 Combineren van business marketing en consumentenmarketing ......................................................................................................... 4
1.6 Creëren van waarde voor klanten .................................................................................................................................................................. 5
