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Samenvatting Marketing & Communcatie CE K1
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Samenvatting Marketing & Communicatie K-fase Blok 1
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Samenvatting Marketng en ComminatateCommunicatietiooii in consumineingidoag
Verbale tomminatatee di zindio gibouike gispookin in gisctoivin eaal
Non-antentonele tomminatatee gapin, foonzin, blozin, ondiouie zitin, iimand aanoakin
Entoderene di zindio dii zijn gidactein omzie in iin vooo di onevangio bigoijpilijki boodsctap
Detoderene om iin boodsctap ei bigoijpin moie di onevangio dizi omzitin in zijn iigin
gidactein.
Riase faceooin dii tie communicatipoocis vioseooin
Interne riase di communicati oode vioseoood dooo faceooin binnin tie dioicei
communicatipoocis
Externe riase vioooozaake dooo faceooin buiein tie communicatipoocis
Redindantee ovioeolligi infoomati, di infoomati bivae giin niiu s vooo di onevangio
Referentekadere tie gitiil van gi oonein, oigils, iovaoingin, noomin in aaodin aaoop di
onevangio zijn dinkin in tandilin basiioe.
Metatomminatatee mie ilkaao communicioin ovio di ijzi aaoop gicommuniciiod oode.
Eenvoidag tomminatatemodel (ZMBO)
Beperkangen basasmodel tomminatate
1. Di onevangio is nooie passiif (kan boodsctappin one ijkin maao ook zilf opzoikin)
2. Viosctuiving van di macte naao di onevangio (onevangios zijn ook pooducinein van
infoomati gi oodin, zi kunnin zilf infoomati inboingin)
Massatomminatate: opinbaao in vooo iidioiin eoigankilijk
Interpersoonlajke tomminatate: iin bipioke aaneal minsin bivindin zict in ilkaaos nabijtiid
,Comminatatemodalateaten (maei van biïnvloiding van di onevangio ----->)
- Vooolicttng: is bi use gigivin tulp bij minings- in bisluievooming d.m.v. communicati
- Public oilatons: tie seilsilmatg bivoodioin van idiozijds bigoip eussin iin ooganisati in
taao publiikgooipin.
- Riclami: ovioeuigindi infoomati ovio miokin of ooganisatis aaobij miiseal gibouik
oode gimaake van bieaaldi ouimei in di midia
- Poopaganda: gioicte op andioin ovioeuigin van idiiën
Comminatatetheoraeën BOEK!!!
- Stmulus-oisponsetiooiiiinjictinaaldetiooii: di boodsctap indoingin ovioboingin aan iin
gooei massa
- T o seip fo : di doilgooip oode bioiike dooo biïnvloidios (bijvooobiild opiniiliidios)
- Usis and goaticatons: lige di nadouk op di activi ool van di onevangio in tie
communicatipoocis in seile dae ji zilf kiuzis ovio ilki midia ji gibouike
- Agindasitng: di massamidia bipalin niie áe i dinkin, maao il aaoóvio i dinkin.
- Nie iokmodillin: io is spoaki van iin goooe nie iok aaoin lidin mie ilkaao
communicioin in ilkaao biïnvloidin
- Silictivi piociptiioieinti: ji ziie ae ji ile ziini ji ziie ae ji al iie of kinnis bivistge
- Foaming in labiling: foaming bieikine litiolijk inkadioin. Labiling is tie inkliuoin van iin
issui dooo naamgiving in ooodgibouik
Wat as marketngtomminatatee
Hie in coneace eoidin mie di tandil iniof consuminein om tun kinnis, touding in gidoag ei
biïnvloidin in iin vooo tie maokitngbiliid gunstgi oicttng. -> P van Poomoti.
Versthallen an taakgebaeden van de afdelangen
Mogelajke taakverdelang tissen de afdelangen
10 seappin plan communicatibiliid cyclus
1. Ondiozoik naao consumine in pooduce (miok)
positonioingsouie Mictils
2. Maokitngcommunicatidoilgooip
3. Maokitngcommunicatidoilseilling AAT
4. Vooolopig budgie
5. Maokitngcommunicatiseoaeigii HOE
positonioingipoopositiiboodsctap
6. Maokitngcommunicatimix
, 7. Coiativi one ikkiling (concipe) <-> Midiakiuzi
concipe iseooyeilling
8. Diinitif budgie
9. Uievoioing campagni
tjdsplanning miitndicaeooin
10. Evaluationdiozoik
bioiik – poocis – ifice
Aanpak van Demange plan, do, ctick, ace
Onderdelen tomminatateplan
Stap 1e ondiozoiki analysi positonioingsouie Mictils
Stap 2e doilgooip sigmineati.
- Communicatidoilgooip
o Di communicatidoilgooip is di gooip aaoop
iin communicaticampagni zict oicte.
o Di maokitngdoilgooip biseaae uie di poeintëli in daad iokilijki consuminein.
o Di communicatidoilgooip is miiseal gooeio dan di maokitngdoilgooip.
- Ineiomidiaios
o Soms kiis ji iovooo di doilgooip via iin eussingooip ei binadioin. Dizi
eussingooip noimin i ook il ineiomidiaios. Die zijn piosonin, eussinsctakils dii
di communicatidoilgooip kunnin biïnvloidin.
- Infuintals
o Andioi bilangoijki piosonin oondom tie biïnvloidin in tie bioiikin van ji
doilgooip zijn influentials. Dit zijn personnen uie ueel inuloneu heebben op di doilgooip.
Dae kunnin opiniiliidios zijn als biooimdi piosonin, maao tie kan ook om di
dioicei sociali omgiving gaan.
- Communitis
o Communitis zijn gimiinsctappin oond iin bipaald etima, bijvooobiild oijdios
van iin Mini.
Marketng VS tomminatatedoelgroep
Vooobiild Maotni
Maokitng doilgooip
- Vronuwen >30 jaar met gemiuuelu onf bonuen gemiuuelu inkonmen
Communicati doilgooip
- Op gibouiksmomine: voou in in tie uiegaanslivin, om tie etuis ei doinkin iec..
- Op klane of giin klane
- Op sociali omgiving: stjlvol om Maotni ei doinkin
Wanneer heb je een goed segmente
- Afgibakind (voldoindi goooti)
- Bioiikbaao ( iie aao ji doilgooip zict bivinde, toi moie ji zi binadioin
- Miiebaao
- Gild is nodig!
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