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  • Katholieke Hogeschool VIVES (VIVES)
  • Graduaat Marketing En Communicatiesupport
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Samenvatting - Algemene marketing - inleiding - hoofdstuk 3

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Katholieke Hogeschool VIVES (VIVES)
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Algemene marketing - inleiding
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De basis van de marketing. In deze samenvatting komen volgende delen aan bod: Omgevingen in de marketing

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MARKETING: HOOFDSTUK 3
1 Inleiding
Een bedrijf staat niet op zichzelf en opereert binnen een ruimere
omgeving. Verschillende krachten waarmee we rekening moeten houden.




2 Omgeving
A. Micro-omgeving: krachten binnen het bedrijf
B. Meso-omgeving: krachten in de directe omgeving van het bedrijf
C. Macro-omgeving: bredere maatschappelijke krachten




2.1 Micro omgeving
 Binnen het bedrijf en beïnvloedbaar
 Wie behoort er tot de micro-omgeving?
 Personeel & management, inkoop, productie, logisitiek,
personeelszaken, boekhouding, maar ook zaken zoals
bedrijfscultuur en organisatiecultuur


2.2 Meso-omgeving
 Buiten het bedrijf en (in beperkte mate) beïnvloedbaar
 Wie behoort er tot de meso-omgeving?
 Afnemers, leveranciers, concurrenten, verdelers, externe
belangengroepen, bedrijfstak

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Graduaat Marketing En Communicatiesupport
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Subjects

  • micro omgeving
  • meso omgeving
  • macro omgeving
  • vijfkrachtenmodel porter

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