Summary
Samenvatting Marketingcommunicatie
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Een samenvatting van alle hoorcollege's en literatuur.
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MarketingcommunicatieWeek 1
Definitie marketingcommunicatie:
Alle middelen waarmee de organisatie communiceert met zijn doelgroep of stakeholders
om zijn producten of diensten te verkopen.
Marketing:
De planning en uitvoering van het product, de prijs, de promotie en de distributie van
producten en diensten om waarde te creëren en doelstellingen van de klant en de
organisatie te realiseren. (4 P’s)
4 P’s:
Product
Er zijn 3 productniveau’s:
1. Core product = Het primaire voordeel dat het product de klant biedt
(Het merk is de samenvatting/visualisatie van de klantbehoeften)
Er wordt gefocust op de gedachte van de consument over het product.
2. Tangible product = Het tastbare product/het eigenlijke product
Product kenmerken, kwaliteit, mogelijke opties, design en verpakking
zijn belangrijke instrumenten voor het tastbaar maken van de
klantbehoeften.
3. Augmented product = De service bovenop het tastbare product
Geeft meer waarde aan het product en speelt in op de gevoelens van
consumenten (Bevat o.a. installatie service, klantenservice, bezorging
etc.)
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