Afsætning noter | Over 130 sider

Indholdsfortegnelse
Indholdsfortegnelse
Kapitel 1 – Markedsføring i en succesrig virksomhed .................................................................................. 6
KONCEPTER ................................................................................................................................................... 6
MÆRKEVARE .................................................................................................................................................6
DE 4 P’ER ....................................................................................................................................................... 7
Kapitel 2 – Virksomheden .................................................................................................................................8
Virksomhedens interessegrupper ................................................................................................................. 8
Værdikæde .................................................................................................................................................... 8
SUPPLY CHAIN ............................................................................................................................................... 9
E – HANDEL ...................................................................................................................................................9
Kapitel 3 – Strategisk analyse..........................................................................................................................10
STYRINGSNIVEAUER .................................................................................................................................... 10
DEN STRATEGISKE PLANLÆGNINGSPROCES................................................................................................10
IDE ............................................................................................................................................................... 10
PLC ~ Product Life Circle..............................................................................................................................10
PORTEFØJLEANALYSE .................................................................................................................................. 12
BOSTON MODELLEN................................................................................................................................12
GENERAL ELECTRIC..................................................................................................................................14
ANALYSE AF STÆRKE/SVAGE SIDER OG MULIGHEDER/ TRUSLER .............................................. 16
SWOT.......................................................................................................................................................16
TOWS.......................................................................................................................................................16
Kapitel 4 – Fremtidig strategi .......................................................................................................................... 17
MÅL ............................................................................................................................................................. 17
VÆKSTSTRATEGIER ...................................................................................................................................... 17
KONKURRENCESTRATEGIER ........................................................................................................................ 20
Kapitel 5 – virksomhedens internationalisering og globalisering....................................................................23
Eksportmotiver:...........................................................................................................................................23
Eksportbarriere: ..........................................................................................................................................23
Eksportberedskab:....................................................................................................................................... 24
Internationaliseringsprocessen: .................................................................................................................. 24
Globalisering af virksomhedens værdikæde ............................................................................................... 26
Netværk....................................................................................................................................................... 27
Kapitel 6 – Omverdensmodellen.....................................................................................................................29
Afhængig omverden (nærmiljø)..................................................................................................................29
Uafhængig omverden (fjernmiljø)...............................................................................................................29
VIRKSOMHEDENS REAKTION PÅ OMVERDEN .............................................................................................30
Kapitel 7 – Konsumentmarkedet.....................................................................................................................31
Konsumentmarkedet og producentmarkedet ............................................................................................31
S-O-R modellen ...........................................................................................................................................31
Forbrugerens baggrund (i O’et)...................................................................................................................31
Købsadfærd ................................................................................................................................................. 34
Kapitel 8 – Producentmarkedet ......................................................................................................................37
Producentmarkedet: ................................................................................................................................... 37
FORHOLD DER PÅVIRKER KØBSKRAFEN ...................................................................................................... 38
KØBSADFÆRD .............................................................................................................................................. 39
TRANSAKTIONSMARKEDSFØRING KONTRA RELATIONSMARKEDSFØRING.................................................41
MARKEDSFØRING PÅ PRODUCENTMARKEDET ........................................................................................... 42
Kapitel 9 – konkurrenceforhold.......................................................................................................................44
Analyse af konkurrenceforhold ................................................................................................................... 44
Branche og konkurrentanalyse ...................................................................................................................45
Markedsføringsmæssige konsekvenser af konkurrencesituationen .............................................. 47
Kapitel 10 – Den konkurrencemæssige position ............................................................................................. 48
MARKEDSLEDER ..........................................................................................................................................48
MARKEDUDFORDRER .................................................................................................................................. 49
MARKEDSFØLGER ........................................................................................................................................ 50
MARKEDSNICHER ........................................................................................................................................ 51
BALANCEN MELLEM KONKURRENCEORIENTERING OG KUNDEORIENTERING .....52
Kapitel 11 – virksomhedens informationssamling ..........................................................................................53
Markedsanalyser ......................................................................................................................................... 53
Markedsprocessen ...................................................................................................................................... 53
Kapitel 12 – Markedsudvælgelse ....................................................................................................................58
TILFÆLDIGHEDSMETODEN .......................................................................................................................... 58
NÆRMARKEDSMETODEN ............................................................................................................................ 58
TRAGTMETODEN ......................................................................................................................................... 58
Kapitel 13 – Model til analyse af markedsforhold...........................................................................................61
Grundlæggende forhold..............................................................................................................................61
Specifikke produkt- og markedsforhold ...................................................................................................... 64
Konklusion ................................................................................................................................................... 65
Kapitel 14 – Regioner af betydning for virksomheden....................................................................................66
DANMARKS EKSPORT .................................................................................................................................. 66
EU – LANDE .................................................................................................................................................66
BRIK- LANDENE............................................................................................................................................66
PERSPEKTIVER TIL DANSK EKSPORT TIL ASIEN ........................................................67
PERSPEKTIVER FOR DANSK EKSPORT TIL NORDAMERIKA ............................................... 67
PERSPEKTIVER FOR DANSKE EKSPORT I ANDRE REGIONER .....................................68
Kapitel 15 – Kulturelle forhold ........................................................................................................................69
Hvad er kultur..............................................................................................................................................69
Kulturforskelles opståen .............................................................................................................................70
Systematisering af kulturforskelle...............................................................................................................70
Kulturmanagement ..................................................................................................................................... 72
Kulturelle forskelle i fremtiden ...................................................................................................................72
Kapitel 16 – Segmentering og målgruppevalg.................................................................................................73
SEGMENTERINGSBEGREBET ........................................................................................................................ 73
KONSUMENTENHED .................................................................................................................................... 73
SEGMENTERINGSPROCESSEN...................................................................................................................... 73
MÅLGRUPPE VALG: .....................................................................................................................................75
Segmentering af eksportmarked.................................................................................................................76
Kapitel 17 – Positionering ...............................................................................................................................77
Differentiering ............................................................................................................................................. 77
Positionering ...............................................................................................................................................78
Kapitel 18 – Standardisering eller differentiering af parametermix ...............................................................79
PARAMETERMIX .......................................................................................................................................... 79
PARAMETERSTRATEGIER ............................................................................................................................. 79
DIFFERENTIERET ELLER STANDARDISERET PARAMETERSTRATEGI..............................................................81
Kapitel 19 – Produkt og produktudvikling.......................................................................................................82
Produktbegrebet ......................................................................................................................................... 82
Produktklassifikation ................................................................................................................................... 82
Emballage .................................................................................................................................................... 83
Sortiment ....................................................................................................................................................83
Produktudvikling .........................................................................................................................................84
Branding ...................................................................................................................................................... 85
Produktet i eksportsammenhæng...............................................................................................................86
Kapitel 20 – Serviceprodukter ..................................................................................................................... 88
Serviceprodukter ......................................................................................................................................... 88
De 7 P’er......................................................................................................................................................89
Servicemanagementsystem (SMILK) ........................................................................................................... 89
Kapitel 21 – Pris...............................................................................................................................................91
Forhold der har indflydelse på prisfastsættelsen........................................................................................91
Prisfastsættelsesmetoder ...........................................................................................................................92
Prisstrategier ............................................................................................................................................... 92
Kundernes reaktion på prisændringer ........................................................................................................94
Prisfastsættelse på eksportmarkederne .....................................................................................................95
Prisstrategier på eksportmarkederne .........................................................................................................96
Salgsbetingelser ..........................................................................................................................................97
Betalinger og finansiering: se side 563........................................................................................................97
Kapitel 22 – National distribution ...................................................................................................................98
HVORFOR MELLEMHANDLERE .................................................................................................................... 98
DISTRIBUTION PÅ KONSUMENTMARKEDET................................................................................................99
PRODUCENTMARKEDETS DISTRIBUTIONSKANALER ..........................................................102
DETAILISTEN .............................................................................................................................................. 102
GROSSISTEN ..............................................................................................................................................104
Kapitel 23 – International distribution ....................................................................................................... 105
Distributionsanalyse .................................................................................................................................. 105
Distributionsformer med produktion i hjemland ...................................................................................... 106
Distributionsformer med produktion i udlandet.......................................................................................109
Valg af distributionsform...........................................................................................................................111
Kapitel 24 – Promotion ..............................................................................................................................113
Promotionparametren .............................................................................................................................. 113
Promotionformer ...................................................................................................................................... 114
Kommunikationsplanlægning.................................................................................................................... 118
Promotionstrategi ..................................................................................................................................... 122
Promotion på eksportmarkederne............................................................................................................123
Promotions rolle i fremtiden.....................................................................................................................124
Kapitel 25 – virksomhedens samlede parametermix ....................................................................... 125
Markedsføringsstrategien styrer planlægningen af parametermix’et ........................................... 125
Produktets placering i PLC - forløbet.........................................................................................................126
Kapitel 26 – Markedsføringsplan.................................................................................................................128
Markedsføringsplanens generelle indhold................................................................................................128
Markedsføringsplanens elementer ........................................................................................................... 128

Uddrag
Global eller lokal

- Det kan lade sig at gøre at udforme global promotion
- Få virksomheder anvender dette
- Tilpas promotion så det kan anvendes lokalt i et land eller en region
- Hvis en virksomhed har en international ide som den forsøger at ændre til en lokal version, taler
om udtrykket: ”Think global, act local”

Promotions rolle i fremtiden

- Flere of flere virksomheder, flere produkter
- Hårdere konkurrence
- Virksomhederne bliver mere og mere omhyggelige med, hvordan de bruger deres promotion
- Vigtigere at differentiere sig
- De elektroniske medier vil komme til at spille en endnu større rolle inden for promotion

Sådan får du adgang til hele dokumentet

Byt til nyt Upload en af dine opgaver og få adgang til denne opgave

  • Opgaven kvalitetstjekkes
  • Vent op til 1 time
  • 1 Download
  • Minimum 10 eller 12-tal

Premium 39 DKK pr måned

  • Adgang nu og her
  • 20 Downloads
  • Ingen binding
  • Let at opsige
  • Adgang til rabatter
  • Læs fordelene her
Få adgang her