INLEIDING
BEDRIJFSKUNDE 2
Rulian Wang – RU Bedrijfskunde
,Inhoud
Klantwaarde........................................................................................................... 6
Boek: B2|H1; p.194-212 & B2|H7; p. 319-340.....................................................6
Waarde............................................................................................................. 6
Het Kano model................................................................................................ 7
Value proposition canvas................................................................................. 7
Marketing......................................................................................................... 8
Oriëntaties....................................................................................................... 8
Myopia.............................................................................................................. 9
SCAMPER.......................................................................................................... 9
Marketing management................................................................................. 10
Marketing planning........................................................................................ 10
Co-Creation of value....................................................................................... 11
Service........................................................................................................... 11
Relationship Marketing................................................................................... 13
Experiental Marketing.................................................................................... 14
Non-profit organizations Marketing................................................................15
Business mission............................................................................................ 15
Marketing audit: SWOT analyse.....................................................................16
Marketing objectives: Ansoff Growth Matrix...................................................17
Segmentatie......................................................................................................... 18
Boek: B2|H5; P. 256-274................................................................................... 18
Segmentatievariabelen.................................................................................. 18
Criteria segmentatie bij organisaties.............................................................19
Marketingstrategie doelgroep........................................................................20
Positie strategie............................................................................................. 20
Positioning statement criteria........................................................................21
Repositioning................................................................................................. 21
Perceptual map.............................................................................................. 21
Consumentengedrag............................................................................................ 22
Boek: B2|H3; P. 222-250................................................................................... 22
Verschillende typen koopgedrag....................................................................22
Information processing................................................................................... 22
Personality..................................................................................................... 24
Lifestyle.......................................................................................................... 24
Situational Characteristics (Belk – 1975)........................................................25
, Theory of reasoned action (Fishbein en Aijzen – 1975)..................................26
2 geheugen netwerken.................................................................................. 26
2 verwerkingsprocessen................................................................................. 27
Proces attitude-opbouw................................................................................ 27
Referentiegroepen......................................................................................... 27
Organizational purchasing practice................................................................28
Product Management........................................................................................... 29
Boek B2|H6; p. 287-294 & 302-308...................................................................29
Differentiatie.................................................................................................. 29
BCG-Matrix (portfolio).................................................................................... 30
GE-McKinseymatrix........................................................................................ 31
Managing brands............................................................................................ 32
Product Life Cycle........................................................................................... 33
Product family................................................................................................ 34
Doorvertalen.................................................................................................. 34
Meer of minder variatie.................................................................................. 35
Product Portfolio............................................................................................. 35
Innovatie Portfolio.......................................................................................... 35
Innovatie........................................................................................................ 36
Naming Brands............................................................................................... 36
Merkenmanagement............................................................................................ 38
Boek: B2|H5; p. 274-297 & B2|H6; p. 294-302..................................................38
Voordelen sterke merken voor organisaties...................................................38
Voordelen sterke merken voor consumenten................................................39
Waarde van een merk.................................................................................... 39
Merk associaties............................................................................................. 40
Transfer van associaties................................................................................. 41
Status brands................................................................................................. 41
Merken portfolio............................................................................................. 42
Merkenbewustzijn.......................................................................................... 42
Innovatie.............................................................................................................. 43
Artikel: Salter & Alex; boek: B2|H6; p. 308-312.................................................43
Innovatie definitie.......................................................................................... 43
De relatie tussen creativiteit, ontdekking en innovatie..................................43
Hoe komt innovatie tot stand?.......................................................................43
Hoe speelt innovatie een rol in de samenleving?...........................................43
Verschillende typen innovatie’s.....................................................................44
, The “technology S-curve”.............................................................................. 44
Verschillende dimensies in innovatie.............................................................45
Disruptive innovations................................................................................... 46
The innovator’s dilemma................................................................................ 46
Innovatie door visionaires?............................................................................. 47
tacit knowledge & explicit knowledge............................................................47
Diffusion of innovations curve........................................................................47
Hoe speelt innovatie een rol in strategie?......................................................48
Niet verdienen aan innovatie.........................................................................48
4 categorieën “nieuwe producten”................................................................49
Product ontwikkel proces............................................................................... 49
Strategie............................................................................................................... 51
Artikel: Porter; Boek B1|H1, p. 1-19...................................................................51
Strategie goed of slecht................................................................................. 51
Soorten strategie........................................................................................... 51
Businessmodel............................................................................................... 52
Wie doet iets met strategie?..........................................................................53
Voordelen goede strategieën.........................................................................53
Operationele effectiviteit................................................................................ 54
Strategische positionering.............................................................................. 54
Trade-offs....................................................................................................... 55
Fit consistentie............................................................................................... 55
Strategie: probleem & oplossing....................................................................56
Strategieformulatie en executie...........................................................................58
boek: B1|H2, p.30-54......................................................................................... 58
Missie............................................................................................................. 58
Visie............................................................................................................... 58
Wat doet een bedrijf met missie en visie?......................................................59
Waarden......................................................................................................... 59
Doelstellingen................................................................................................ 59
Objectives...................................................................................................... 59
4 niveau’s van strategie................................................................................. 60
Omgevingsanalyse: macro-omgeving en scenario’s............................................62
Artikel: Walsh; Boek: B1|H3, p. 60-66 & 81-99..................................................62
4 soorten omgevingen................................................................................... 62
P.E.S.T.E.L. Model........................................................................................... 63
Scenario analyse............................................................................................ 63
BEDRIJFSKUNDE 2
Rulian Wang – RU Bedrijfskunde
,Inhoud
Klantwaarde........................................................................................................... 6
Boek: B2|H1; p.194-212 & B2|H7; p. 319-340.....................................................6
Waarde............................................................................................................. 6
Het Kano model................................................................................................ 7
Value proposition canvas................................................................................. 7
Marketing......................................................................................................... 8
Oriëntaties....................................................................................................... 8
Myopia.............................................................................................................. 9
SCAMPER.......................................................................................................... 9
Marketing management................................................................................. 10
Marketing planning........................................................................................ 10
Co-Creation of value....................................................................................... 11
Service........................................................................................................... 11
Relationship Marketing................................................................................... 13
Experiental Marketing.................................................................................... 14
Non-profit organizations Marketing................................................................15
Business mission............................................................................................ 15
Marketing audit: SWOT analyse.....................................................................16
Marketing objectives: Ansoff Growth Matrix...................................................17
Segmentatie......................................................................................................... 18
Boek: B2|H5; P. 256-274................................................................................... 18
Segmentatievariabelen.................................................................................. 18
Criteria segmentatie bij organisaties.............................................................19
Marketingstrategie doelgroep........................................................................20
Positie strategie............................................................................................. 20
Positioning statement criteria........................................................................21
Repositioning................................................................................................. 21
Perceptual map.............................................................................................. 21
Consumentengedrag............................................................................................ 22
Boek: B2|H3; P. 222-250................................................................................... 22
Verschillende typen koopgedrag....................................................................22
Information processing................................................................................... 22
Personality..................................................................................................... 24
Lifestyle.......................................................................................................... 24
Situational Characteristics (Belk – 1975)........................................................25
, Theory of reasoned action (Fishbein en Aijzen – 1975)..................................26
2 geheugen netwerken.................................................................................. 26
2 verwerkingsprocessen................................................................................. 27
Proces attitude-opbouw................................................................................ 27
Referentiegroepen......................................................................................... 27
Organizational purchasing practice................................................................28
Product Management........................................................................................... 29
Boek B2|H6; p. 287-294 & 302-308...................................................................29
Differentiatie.................................................................................................. 29
BCG-Matrix (portfolio).................................................................................... 30
GE-McKinseymatrix........................................................................................ 31
Managing brands............................................................................................ 32
Product Life Cycle........................................................................................... 33
Product family................................................................................................ 34
Doorvertalen.................................................................................................. 34
Meer of minder variatie.................................................................................. 35
Product Portfolio............................................................................................. 35
Innovatie Portfolio.......................................................................................... 35
Innovatie........................................................................................................ 36
Naming Brands............................................................................................... 36
Merkenmanagement............................................................................................ 38
Boek: B2|H5; p. 274-297 & B2|H6; p. 294-302..................................................38
Voordelen sterke merken voor organisaties...................................................38
Voordelen sterke merken voor consumenten................................................39
Waarde van een merk.................................................................................... 39
Merk associaties............................................................................................. 40
Transfer van associaties................................................................................. 41
Status brands................................................................................................. 41
Merken portfolio............................................................................................. 42
Merkenbewustzijn.......................................................................................... 42
Innovatie.............................................................................................................. 43
Artikel: Salter & Alex; boek: B2|H6; p. 308-312.................................................43
Innovatie definitie.......................................................................................... 43
De relatie tussen creativiteit, ontdekking en innovatie..................................43
Hoe komt innovatie tot stand?.......................................................................43
Hoe speelt innovatie een rol in de samenleving?...........................................43
Verschillende typen innovatie’s.....................................................................44
, The “technology S-curve”.............................................................................. 44
Verschillende dimensies in innovatie.............................................................45
Disruptive innovations................................................................................... 46
The innovator’s dilemma................................................................................ 46
Innovatie door visionaires?............................................................................. 47
tacit knowledge & explicit knowledge............................................................47
Diffusion of innovations curve........................................................................47
Hoe speelt innovatie een rol in strategie?......................................................48
Niet verdienen aan innovatie.........................................................................48
4 categorieën “nieuwe producten”................................................................49
Product ontwikkel proces............................................................................... 49
Strategie............................................................................................................... 51
Artikel: Porter; Boek B1|H1, p. 1-19...................................................................51
Strategie goed of slecht................................................................................. 51
Soorten strategie........................................................................................... 51
Businessmodel............................................................................................... 52
Wie doet iets met strategie?..........................................................................53
Voordelen goede strategieën.........................................................................53
Operationele effectiviteit................................................................................ 54
Strategische positionering.............................................................................. 54
Trade-offs....................................................................................................... 55
Fit consistentie............................................................................................... 55
Strategie: probleem & oplossing....................................................................56
Strategieformulatie en executie...........................................................................58
boek: B1|H2, p.30-54......................................................................................... 58
Missie............................................................................................................. 58
Visie............................................................................................................... 58
Wat doet een bedrijf met missie en visie?......................................................59
Waarden......................................................................................................... 59
Doelstellingen................................................................................................ 59
Objectives...................................................................................................... 59
4 niveau’s van strategie................................................................................. 60
Omgevingsanalyse: macro-omgeving en scenario’s............................................62
Artikel: Walsh; Boek: B1|H3, p. 60-66 & 81-99..................................................62
4 soorten omgevingen................................................................................... 62
P.E.S.T.E.L. Model........................................................................................... 63
Scenario analyse............................................................................................ 63
