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STM 2 Proeftentamen met uitwerkingen
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Hollensen Fundamentals PrincipesH4, H8-8.8 H3.4.3, H5, H6 H4
H5, H6, H7, H9 H7, H9 H5
Reader Hummel, Reader Frambach, Reader Alsem
PROEFTENTAMEN STM2
1.Noem 4 belangrijke verschillen tussen het koopgedrag op de B2B markt en de
B2C markt. Geef per verschil een korte uitleg (4p).
Pagina 144; Table 4.3 Hollensen
B2B market B2C market
Market structure Geographically Geographically dispersed,
concentrated, relatively mass markets (often
few buyers millions), pure competition
Size of purchase Often extremely large Usually small
Decision making Distinct, observable stages, Vague, mental stages,
often group decisions usually individual decisions
Supplier relationship Long-term contracts and Many single purchases
supplier involvement
2. Door welke vier categorieën van krachten wordt het koopgedrag van bedrijven
beïnvloed? Geef een korte toelichting op elke categorie.
p. 133: Following shows how organisational buying behaviour is influenced by four major
categories of forces. The four major forces are: Model 4.14 OP TT
1 environmental forces (e.g. growth rate of the economy)
2 organisational forces (e.g. the size of the buying)
3 group forces (e.g. the influence of the buying centre)
4 individual forces (e.g. personal preferences).
Organisational buying behaviour: The decision-making activities of organizational
buyers that lead to purchases of products.
3. Wat is de functie van een DMU in een bedrijf? Beschrijf tevens de verschillende
rollen binnen een DMU.
A group of people in the organisation who make a purchase decision are said to form the
buying centre, sometimes referred to as the decision-making unit (DMU). The concept of
the buying centre provides rich insights into the role of group forces in organisational
buying behaviour. The buying centre consists of those individuals who participate in the
purchasing decision and who share the goals and risks arising from the decision. Roles for
members of the buying centre have been classified as: users, influencers, buyers,
deciders and gatekeepers.
Users Influencers Buyers Deciders Gatekeepers
who will actually use the who directly or Buyers have formal who have either Gatekeepers control
product being purchased. In indirectly authority for formal or informal the flow of commercial
manufacturing firms, for influence buying selecting the supplier power to determine (outside) information
example, they are the or usage and managing the the final selection of into the buying
employees who operate or decisions. terms of the suppliers. organisation.
service production purchase.
equipment.
4. Vraag
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