Summary
Samenvatting Communication: hoofdstuk 1
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This summary is about chapter 1 (introduction) of communication. Written in dutch.
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COMMUNICATIONINTEGRATED MARKETING
H1 INLEIDING
Marketing = het bedenken, waarderen, promoten en distribueren van ideeën, goederen en diensten
teneinde waarde te creëren en uit te wisselen en de doelstellingen van de klant en de organisatie te
realiseren
o Marketing aanbod:
Product
Dienst
Ervaring
o Samenwerkingsverbanden/-invalshoeken:
B2C – B2B
C2C – C2B
Retail
Non-profit
Dienstenmarketing
o Marketingstrategie:
Segmentatie
Targeting (doelgroepkeuze)
Positionering
o Marketing mix:
Product
Customer need
Plaats (distributie)
Convenience
Prijs
Cost to the customer
Promotie
Communication
Goede marketing is Geïntegreerde marketing
o Alle elementen van de marketingmix moeten hetzelfde einddoel hebben, geen conflicten
, 1.1 IMC
= integrated marketing communication (‘IMC is a way of looking at the whole marketing process from the pov
of the customer’)
Communicatie mix:
o Reclame, public relations, sponsoring, merkactivatie, direct marketing, winkelcommunicatie,
exposities en beurzen, persoonlijke verkoop,…
1.1.1 VAN 4P’S NAAR 4C’S
Product Customer need
o Klantenbehoeften en -wensen worden vertaald in een product dat hierin voorziet
Prijs cost to the consumer
o De kosten die de klant ervaart in prijs, tijd en moeite
Plaats convenience
o Het verkrijgen van het product (bv. koopgemak)
Promotie communication
o Communicatie zoals de klant deze ervaart en hierin participeert
1.1.2 THEMA- EN ACTIECOMMUNICATIE
A THEMA- OF IMAGO COMMUNICATIE
= ‘above-the-line’
Doelstelling:
o Merkbekendheid, merkvoorkeur, klanttevredenheid, klantentrouw
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