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Samenvatting Marketing Communicatie & Online Marketingcommunicatie
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Samenvatting alle stof Marketingcommunicatie & Online Marketingcommunicatie.
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Marketing communicationMarketing communication les 1
Lectures
• Marketing communication
• Marketing communication plan
• Research into consumer, product, competition
• Target groups
• Targets
• Strategy
• Marketing communication mix
• Media
Definition of MC (Defenitie van marketing)
Contacting trade and/or consumers in order to influence their knowledge, attitude and behavior into
a direction favorable for marketing policy. (kennis, houding & gedrag beïnvloeden van consumenten.
Zodat ze actie ondernemen)
SO?
Position of marketing communication
Business plan: entire enterprise(gehele organisatie), marketing, financials, personnel, sustainability
(duurzaamheid), etc.
Marketing plan: market share (marktaandeel), turnover(omzet), €€€, marketing objectives
(marketingdoelstellingen), marketing tools, etc.
Marketing communication plan: what communication objectives, strategy and media do we use to
help realize this?
Marketing communication
“change their knowledge, attitude and behavior” (kennis, houding en gedrag)
It generates:
• Attention (aandacht trekken van consument)
• Awareness (bewustwording)
• Knowledge (kennis vergroten consument)
• Affection (genegenheid, het gevoel wat de consument er bij heeft)
• Involvement (betrokkenheid, mate van betrokkenheid consument)
• Behavior (gedrag, aanzetten tot actie van consument)
• Added value (toegevoegde waarde)
Position of marketing communication
Basic marketing plan consists of:
• Internal analysis (Hierin worden de organisatie, marketing en financiële situatie geanalyseerd)
• External analysis (concurrentie, bedrijfstak, distributie en afnemersanalyse)
• SWOT (sterktes, zwaktes, kansen en bedreigingen)
• Confrontation matrix – strategic options (In een confrontatiematrix worden de zwakten en sterkten
én de bedreigingen en kansen uit de SWOT analyse met elkaar verbonden. Voor het vinden van
mogelijke strategieën)
• Marketing mix (is de strategische combinatie van, en onderlinge afstemming tussen, de
instrumenten die een onderneming ter beschikking heeft om de markt waarop zij actief is te
bewerken.)
, - Product (producten en diensten)
- Place (locatie waar consument het product verkrijgt & het type distriebutiekanaal)
- Price
- Promotion - this is marketing communication (stimuleren van de verkoop)
• and some other highly fascinating stuff…
Marketing communication plan
• Research into consumer, product, competition (onderzoek)
• Marketing communication target groups (doelgroepen)
• Marketing communication targets (doelen)
• Marketing communication strategy (strategie)
(position and proposition)
• Concept development / creation
• Marketing communication mix
• Media Seen by public
• Implementation/execution (uitvoering)
• Evaluation
Brands
Marketing communication is the language and messages of a brand (taal en boodschap van het
merk)
Brands
The brand is the starting point for any campaign! (merk is het startpunt van elke campagne)
Functions of a brand for consumer (functies van een merk voor de consument)
- Convenience during purchase (choice, certainty) (gemak bij aankoop, keuze & zekerheid)
- Psychosocial function > expressive and impressive (psychosociale functie, expressieve en
indrukwekkende
Functions of a brand for company (functies van een merk voor de onderneming)
- Distinguish itself amongst competitors (onderscheid zich van concurrenten)
- Continuity (continuïteit)
- Higher price (hogere prijs)
- Easier product introductions (gemakkelijker productintroducties)
- Less dependent from retail trade channel (minder afhankelijk van detailhandel kanaal)
Brand image
Mental image (i.e. in the mind)
of a (prospective) consumer of a
brand. (Remember diff.
between ID and IM???) (Het
mentale beeld, dus de geest van
een potentiële consument van
een merk.)
Network of instrumental and
psychosocial associations
Sources of brand image
(bronnen van het imago van
het merk)
• Own experience with brand
(eigen ervaring met het merk)
, • Influence of others (invloed van anderen)
• Marketing tools (Ps) (marketing hulpmiddelen)
• Marketing Communications (marketing communicatie)
So?
Influence of advertising is limited: what people experience themselves and tell others (online!!!) is
far more significant than advertising talk. (invloed van reclame is beperkt; wat mensen zelf ervaren
en lezen van andere online is veel belangrijker, dan reclame)
Brand image: association network
–BMW: German, left lane, fast, flashing lights, sports, driver’s car
–Volvo: family, Sweden, Golden retriever, safe, reliable, boring
–Mercedes: status, luxurious, business, expensive, German, star,
trailer parks
Products are (almost) identical: advertising makes the difference in the hearts and minds of
consumers. (Producten zijn vrijwel identiek, reclame maakt het verschil in de harten en hoofden van
de consumenten)
Ad agency
Marketing communication les 2
Research into consumer, product, competition
Psychology: consumer behavior: how do people become aware of, learn, select, choose, use, remain
loyal to, share their experience with and dispose(weggooien) of a product?
Depends on their involvement, which in turn depends on a lot of variables – mention some?
- Immediate need (onmiddelijke behoefte)
- Visibility of product for others (zichtbaarheid product voor anderen)
- Price of product (prijs van het product)
- Similarity of products offered (gelijkenis van aangeboden producten)
- Life of product (leven van product)
- Peer group behavior (groepsgedrag)
- etc.!
Research into consumer, product, competition
Involvement 1: FCB matrix
To which extent do knowledge or emotion dominate purchase process? (in welke mate kan kennis of
emotie domineren in een aankoopproces)
Cognitief: verstand, je geest
Affectief: gevoel
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