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Samenvatting Business Marketing Management Hoofdstuk 2 - W. Biemans 7e druk
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Business Marketing Management - W. Biemans 7e druk
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SamenvattingBusiness marketing management H2
Wim Biemans 7e druk
Inhoudsopgave
2 Inzicht in zakelijke klanten .......................................................................................................................................... 2
2.1 Klanten willen een probleem oplossen (zoeken superieure waarde) ............................................................................................................. 2
2.1.1 Het vertrekpunt: de Job to be done van de klant (de behoeften van de klant) ..................................................................................... 2
2.1.2 Het resultaat: superieure waarde voor de klant .................................................................................................................................... 2
2.2 De klantactiviteitencyclus .............................................................................................................................................................................. 3
2.3 Het koopproces van organisaties ................................................................................................................................................................... 3
2.4 De aankoopbeslissing ..................................................................................................................................................................................... 4
2.4.1 Het koopcentrum .................................................................................................................................................................................. 4
2.4.2 Rollen en invloeden ............................................................................................................................................................................... 4
2.4.3 Koopmotieven ....................................................................................................................................................................................... 4
2.4.4 Koopsituaties ......................................................................................................................................................................................... 4
2.4.5 De reactie van de leverancier ................................................................................................................................................................ 5
2.5 Professioneel en efficiënt inkopen ................................................................................................................................................................. 5
2.5.1 Corporate Purchase Card....................................................................................................................................................................... 5
2.5.2 Uitbesteden van inkoop ........................................................................................................................................................................ 5
2.5.3 E-procurement: ..................................................................................................................................................................................... 5
2.5.4 Inkoop als strategische activiteit (= reverse marketing) ........................................................................................................................ 5
2.6 Uitbreiden, upgraden en verwijderen ............................................................................................................................................................ 5
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