Samenvatting
Business marketing management H3
Wim Biemans 7e druk
Inhoudsopgave
3 Inzicht in zakelijke markten ......................................................................................................................................... 2
3.1 Market sensing (=betekenis geven aan) ......................................................................................................................................................... 2
3.1.1 Marktgerichtheid................................................................................................................................................................................... 2
3.1.2 Het effect van marktgerichtheid ........................................................................................................................................................... 2
3.2 Verzamelen van informatie over klanten ....................................................................................................................................................... 3
3.2.1 Door de klant gepubliceerde informatie ............................................................................................................................................... 3
3.2.2 Door derden gepubliceerde bronnen .................................................................................................................................................... 3
3.2.3 Eigen administratie................................................................................................................................................................................ 3
3.2.4 Marktonderzoek .................................................................................................................................................................................... 3
3.2.5 Interactie met klanten ........................................................................................................................................................................... 4
3.2.6 Feedback van klanten ............................................................................................................................................................................ 4
3.3 Verzamelen van informatie over andere marktpartijen ................................................................................................................................. 4
3.3.1 Verzamelen van informatie over leveranciers ....................................................................................................................................... 4
3.3.2 Verzamelen van informatie over concurrenten..................................................................................................................................... 4
3.4 Creëren van een marktbeeld .......................................................................................................................................................................... 5
3.5 Marktsegmentatie (bied grote voordelen voor de organisatie) ..................................................................................................................... 5
3.5.1 Segmentatievariabelen ......................................................................................................................................................................... 5
3.5.2 Macro-en microsegmentatie ................................................................................................................................................................. 5
3.5.3 De nested-approach .............................................................................................................................................................................. 6
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