100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
IBL Year 3 - International Business Communication Summary (exam Semester 2 Block 3 and 4) (Made by Amy Diemer) $5.03
Add to cart
Quickly navigate to
Preview
  2.  
  3. Hogeschool Rotterdam (HR)
  4.  
  5. International Business Communication (IBLIBC02R3)

Summary

IBL Year 3 - International Business Communication Summary (exam Semester 2 Block 3 and 4) (Made by Amy Diemer)

2 reviews
 14 purchases
  • Module
  • International Business Communication (IBLIBC02R3)
  • Institution
  • Hogeschool Rotterdam (HR)
  • Book
  • Marketing Communication Strategy

Summary International Business Communication (IBC) exam IBL Year 3 Semester 2 Block 3 and 4 Chapters: 1, 2, 4, 5, 6, 7, 8, 13, 14, 18 information on Platforms Based on the book: Marketing Communication Strategy Ko J.M.G. Floor W. Fred van Raaij Noordhoff Uitgevers Groningen B.V. Ko Floor, Fr...

[Show more]
Last document update: 6 year ago

Preview 3 out of 18  pages

Document information

  • No
  • H1, h2, h4, h5, h6, h7, h8, h13, h14, h18
  • June 16, 2018
  • June 21, 2018
  • 18
  • 2017/2018
  • Summary

Subjects

  • iblibc02r3
  • floor
  • raaij
  • 9789001782566
  • english
  • rbs
  • ibl
  • year 3
  • jaar 3
  • block 4
  • platf
  • marketing communication strategy
  • summary
  • ibc
  • international business and languages
  • international business communications

Connected book

book image

Book Title:

Author(s):

  • Edition:
  • ISBN:
  • Edition:

Written for

  • Hogeschool Rotterdam (HR)
  • International Business and Languages
  • International Business Communication (IBLIBC02R3)
All documents for this subject (1)

2  reviews

review-writer-avatar

By: juliatorres • 5 year ago

review-writer-avatar

By: 0861259 • 6 year ago

Seller

avatar-seller
amydiemer

Reviews received

Content preview

100% note divided by: Project decathlon report 50%, Individual refeccon report t implementacon
plan 25%, Writen test 25%

Chapter 1

Importance of a strong brand

Why is a strong brand important for a company?
Name 2 funccons for consumers

1. Convenience when buying
2. Psychological funccon (e.g. Apple, infuence form friends/standard)


A business plan is about what you want with your business, your mission and vision.
From your business plan you derive your Markecng plan; about the customer strategy, promocon
etc. Operaconal markecng plan is 4P'ss.
Markecng-communicacon plan is about the strategy on how to communicate to the customers.

First you need a brand, if you want to survive as a company. Preferably a strong brand (a name, logo,
idea which connects with associacons, reputacon)

Five funccons for a company:

1. Discnccon
2. Concnuity
3. Higher price
4. Easier product introduccons
5. Greater independence regarding the retail trade

A strong web of associacons can save your brand.
Consumer products
Low involvement products V.S. high involvement products

Brand name

 Separate brands (monolithic corporate idencty, unilever)
 Umbrella brand (branded corporate idencty, phillips)
 Mix of these (endorsed corporate idencty)

Unilever --> if something goes wrong with e.g Lipcon, Dove stays in tact. Meanwhile they all come
from Unilever.

Brand image

- Markecng communicacons
- Other markecng tools
- Own experiences with a brand
- Infuenced by others

,How to sell more?

 Push strategy (aimed at retailers)
 Pull strategy (aimed at customers)


Changes in markecng communicacon: historical development:

 Direct contact with customers
 Distance and cme challenges disappeared
 Communicacon through retails (retailers are disappearing)
 Looking for discnccve features (USP)
 First direct advercsing campaigns
 Large advercsing budgets
 More markecng communicacon methods
 One-to-one communicacon




Consumer products

- Convenience goods (frequently bought; cheese)
- Preferencal products (frequently bought; beer)
- Shopping goods (durable; fat-screen TV)
- Specialized goods (unique; iPad)



Chapter 2
Communicacon mix

 Corporate communicaton
o The organizacon as a whole
o Also called concern communicacon
 Marketng communicaton
o The brands, products, services


Corporate communicacon

The mission of the company is the starcng point and subject

,  Corporate idencty
 Corporate image
 Corporate reputacon

Communicacon methods - advercsing, online communicacon, sponsorship etc.
Media - newspaper, internet, personal contact etc.
Corporate design – company vs. Brands
Target groups – vs. Shareholders

Corporate communicacon

 Internal communicacon
 External communicacon (commercial com & markecng com --> money)


Markecng communicacon

Instruments: brand name, packaging, design, price, distribucon channels.
All the markecng communicacon lead the customer to the selling point (shop) and must have a
follow-up in store
Markecng communicacon mix

Marcom – infuencing behaviour

 Thematc marcom (knowledge, attude)
 Acton marcom (buying behaviour)


Advercsing, sponsoring, personal selling and direct markecng is long-lastng communicaton.
Events, sales-promocon, in-store communicacon, markecng PR is short-lastng communicaton.


Process of markecng communicacon

1. Marcom strategy of the sender
2. Coding: campaign concept
3. Message in media
4. Decoding: processing by receiver
5. Knowledge, attude
6. Behaviour


Marcom instruments

 Advercsing – paid messages in the media.
o Advercsing is informacon in mass media, paid for by an advercser, concerning
brands or organizacons, with the purpose of infuencing the knowledge, attude and
behaviour of target groups in a direccon that benefts the advercser.
 PR – systemacc promocon of mutual understanding between organizacons and the public
o Markecng PR has the intencon to infuence buying behaviour (acts at brand level)
 Online communicacon
 Sponsorship

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

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

Quick and easy check-out

You can quickly pay through credit card for the summaries. There is no membership needed.

Focus on what matters

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 amydiemer. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $5.03. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

63950 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy revision notes and other study material for 15 years now

Start selling

Recently viewed by you

Exam (elaborations) ·

(0)

Complete Test Bank Business Law 15th Edition Clarkson Questions & Answers with rationales (Chapter 1-51)

Summary ·

(2)

Samenvatting Europees Recht - Recht van de Europese Unie, Schakelzone recht (RS0412), Open Universiteit

Package deal ·

(0)

NRNP 6568 ALL WEEK QUIZ,PRACTICE QUESTIONS WITH CORRECT AND VERIFIED ANSWERS 100% GUARANTEED PASS

Exam (elaborations) ·

(0)

Question and answer for the most recent (2024) EAQ2 exam on anxiety, 100% correct (Samuel Merritt University)

Exam (elaborations) ·

(0)

NR 341 COMPLEX ADULT HEALTH GASTROINTESTINAL QUESTIONS WITH 100% SOLVED SOLUTIONS| VERIFIED ANSWERS

Exam (elaborations) ·

(0)

Final Exam TN Real Estate Course Exam Questions with 100% Correct Answers | Updated & Verified | 2024

Exam (elaborations) ·

(1)

AQA A-level ENGLISH LITERATURE B Paper 2A Texts and genres: Elements of crime writing JUNE 2023 QP

Exam (elaborations) ·

(0)

Chapter 01: 21st Century Maternity Nursing Perry: Maternal Child Nursing Care, 6th Edition MULTIPLE CHOICE

Package deal ·

(0)

Test Bank Package Deal For Pathophysiology, Questions & Answers With Rationales...The Real Deal!!!

$5.03  14x  sold
  • (2)
Add to cart
Added