Summary
Samenvatting Marketingcommunicatiestrategie Floor & Van Raaij (jaar 2 DT1)
- Course
- Institution
- Book
Samenvatting Marketingcommunicatiestrategie Floor & Van Raaij (jaar 2 DT1)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Seller
Follow
daanvandermark
Reviews received
Content preview
SAMENVATTINGMARKETINGCOMMUNICATIESTRATEGIE
FLOOR & VAN RAAIJ
Jaar 2 DT1
Hogeschool van Amsterdam
, Inhoud
Hoofdstuk 3 Kritiek en regelgeving.........................................................................................................7
3.1 Kritiek op marketingcommunicatie...............................................................................................7
3.2 Hogere prijs..................................................................................................................................7
3.2.1 Invloed op de kostprijs...........................................................................................................7
3.2.2 Rol van de detailhandel.........................................................................................................7
3.2.3 Prijsniveau van de totale productgroep.................................................................................8
3.3 Beperking van de concurrentie.....................................................................................................8
3.3.1 Monopolievorming................................................................................................................8
3.3.2 Verlies van marktleiderschap.................................................................................................9
3.4 Schijnbehoefte en ongewenste consumptiepatronen..................................................................9
3.4.1 Ongewenste consumptiepatronen........................................................................................9
3.4.2 Verbod op tabaksreclame....................................................................................................10
3.4.3 Verbod op alcoholreclame...................................................................................................10
3.4.4 Milieu...................................................................................................................................10
3.5 Irritatie........................................................................................................................................10
3.5.1 Belediging voor de intelligentie...........................................................................................10
3.5.2 Slechte smaak......................................................................................................................10
3.5.3 Schijnwerkelijkheid..............................................................................................................10
3.5.4 Bevestiging van rolpatroon..................................................................................................10
3.5.5 Kritiek op telvisiereclame.....................................................................................................11
3.6 Misleidende marketingcommunicatie........................................................................................11
3.6.1 Verschillende opvattingen...................................................................................................11
3.6.2 Vormen van misleiding........................................................................................................11
3.7 Wetgeving...................................................................................................................................12
3.7.1 Wet misleidende reclame (WMR)........................................................................................12
3.7.2 Wet op kansspelen (WOK)...................................................................................................12
3.7.3 Sweepstakes........................................................................................................................12
3.7.4 Wet op de bescherming van persoonsgegevens..................................................................12
3.7.5 Benelux-verdrag inzake de intellectuele eigendom.............................................................13
3.7.6 Warenwet............................................................................................................................13
3.7.7 Auteurswet..........................................................................................................................13
3.7.8 Mediawet.............................................................................................................................13
3.7.9 Vergelijkende reclame.........................................................................................................14
3.8 Reclame Code Commissie...........................................................................................................14
1
, 3.8.1 Algemene gedragsregels......................................................................................................14
3.8.2 Bijzondere gedragsregels.....................................................................................................14
3.9 Ideële reclame............................................................................................................................14
3.10 Samenvatting............................................................................................................................14
Hoofdstuk 4 (4.1) Werking van marketingcommunicatie.....................................................................15
4.1 Klassieke reclamewerkingsmodellen..........................................................................................15
4.1.1 AIDA en hoge betrokkenheid...............................................................................................15
4.1.2 Na AIDA kwam DAGMAR.....................................................................................................15
4.1.3 ATR.......................................................................................................................................15
Hoofdstuk 5 Onderdelen van het marketingcommunicatieplan...........................................................15
5.1 Noodzaak van een strategisch marketingcommunicatieplan.....................................................15
5.1.1 Planningstermijn..................................................................................................................16
5.1.2 Voordelen van strategische planning...................................................................................16
5.2 Van ondernemings- naar marketingcommunicatieplan..............................................................16
5.2.1 Ondernemingsplan..............................................................................................................16
5.2.2 Marketingplan.....................................................................................................................17
5.3 Strategisch marketingcommunicatieplan...................................................................................17
5.3.1 Merkanalyse........................................................................................................................18
5.3.2 Marketingcommunicatiedoelgroep.....................................................................................18
5.3.3 Marketingcommunicatiedoelstellingen...............................................................................18
5.3.4 Marketingcommunicatiestrategie........................................................................................18
5.3.5 Mediamix.............................................................................................................................19
5.3.6 Creatieve ontwikkeling........................................................................................................19
5.3.7 Marketingcommunicatiebudget..........................................................................................19
5.3.8 Evaluatie..............................................................................................................................19
5.4 Samenvatting..............................................................................................................................19
Hoofdstuk 7 Marketingcommunicatiedoelgroep..................................................................................20
7.1 Segmenteren..............................................................................................................................20
7.1.1 Het algemene niveau (persoonsgebonden).........................................................................20
7.1.2 Het domeinspecifieke niveau (productgroepgebonden).....................................................20
7.1.3 Het merkspecifieke niveau (merkgebonden).......................................................................21
7.1.4 Welke variabelen gebruiken we?.........................................................................................21
7.2 De massa als doelgroep..............................................................................................................22
7.3 Consumenteninzicht...................................................................................................................22
7.4 Samenvatting..............................................................................................................................23
Hoofdstuk 8 Marketingcommunicatiedoelstellingen............................................................................23
2
, 8.1 Waarom doelstellingen?.............................................................................................................23
8.1.1 Soorten doelstellingen.........................................................................................................23
8.1.2 Voordelen............................................................................................................................23
8.2 Marketing- versus communicatiedoelstellingen.........................................................................24
8.3 Dominantie, relevantie, binding en gedrag.................................................................................24
8.4 Communicatiedoelstellingen......................................................................................................25
8.4.1 Merkbekendheid.................................................................................................................25
8.4.2 Categorie- of productbehoefte............................................................................................25
8.4.4 Merkattitude........................................................................................................................26
8.4.5 Tevredenheid.......................................................................................................................26
8.4.6 Gedragsintentie...................................................................................................................26
8.4.7 Gedragsfacilitatie.................................................................................................................26
8.4.8 Gedrag.................................................................................................................................26
8.5 Keuze van communicatiedoelstelling..........................................................................................27
8.6 Meetbaar maken van doelstellingen..........................................................................................27
8.7 Samenvatting..............................................................................................................................28
Hoofdstuk 9 Marketingcommunicatiestrategie....................................................................................28
9.1 Relevantie en dominantie...........................................................................................................28
9.2 Relevantie...................................................................................................................................28
9.2.1 Ondersteuning van de belofte.............................................................................................28
9.2.2 Concurrentie en reputatie...................................................................................................29
9.3 Dominantie.................................................................................................................................29
9.3.1 Fysieke dominantie..............................................................................................................29
9.3.2 Mentale dominantie............................................................................................................30
9.4 Belang van een goede strategie..................................................................................................30
9.5 Diverse marketingcommunicatiestrategieën..............................................................................30
9.6 Communicatiestrategie voor een nieuw merk of product..........................................................30
9.7 Communicatiestrategie voor een merk of product in de groeifase............................................31
9.7.1 Nieuw of extra voordeel benadrukken................................................................................31
9.7.2 Toevoegen van psychosociale betekenis.............................................................................31
9.7.3 Sturen op saillantie..............................................................................................................31
9.7.4 Gewoontegedrag creëren....................................................................................................31
9.8 Communicatie voor een volwassen merk...................................................................................32
9.8.1 Penetratie verhogen............................................................................................................32
9.8.2 De merkessentie opnieuw relevant maken.........................................................................32
9.8.3 Een nieuwe eigenschap aan het merk toevoegen...............................................................32
3
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller daanvandermark. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.44. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
54879 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now