mf [kompatibilitetstilstand]) - marketing-info
TRANSCRIPT
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SAMMEN GØR VI DIG BEDRE
7. Kundernes købsadfærd og
købskriterier (B2B + B2G)
Efterår 2013
International Markedsføring og -analyse
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Marketingsprocessen
interne forhold
Analyse af virksomhedens interne forhold
efterspørgsels-forholdAnalyse af
efterspørgsels-forholdAnalyse af
konkurrence-forhold
Analyse af distributions-forhold
Analyse af makroforhold
af målgruppeSegmentering og valg
af målgruppe
positioneringDifferentiering og
positionering
parametermix og handlingsplaner
Udarbejdelse af parametermix og handlingsplaner
strategierOpstilling af mål og
strategier
Analy
se
Stra
tegi
Imple
mente
ring
Mission og vision
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Markeder
B2B
(Business-to-Business)
B2G
(Business-to-Government)
B2C
(Business-to-Consumer)
Købsadfærden er væsentlig forskellig
fra marked til marked!
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Delmarkeder på B2B-markedet
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Delmarkeder på B2B-markedet
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B2G-markedet
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B2G-markedet
I staten og kommunerne
arbejder man med SKI-
kontrakter.
SKI er en central
indkøbsorganisation, der
gennemfører EU-udbud på vegne
af den offentlige og halvoffentlige
sektor og etablerer såkaldte
rammeaftaler på en række vare- og
tjenesteydelsesområder.
9
Læs mere på www.ski.dk
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Strategisk samarbejde og netværk
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