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Samenvatting Marketing basis H12
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Marketing basis hoofdstuk 12 samenvatting
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Marketing hoofdstukkg 2:g promotegReader
Promotemix:
1. Reclame
Reclameg istg oideruekeidg (deg afzeiderg istg daig bekeid)
Reclameg loopug viag deg mediag (reclamedranerst)g
Reclameg istg iieug nratstg (voorg mediag moeug wordeig beuaald)
Reclameg heefg alstg doelg meerg ueg verkopeig (reclameg werfg klaiuei)
Reclameg istg altidg postitefg
2. Beurzen en tentoonstellingen
3. Persoonlijke verkoop
biig dezeg vormg vaig promoteg ureedug meig iig nestprekg meug deg afiemer
Geeig nebrkikg vaig mediag
Maauwerkg voorg deg klaiug
Overukineiderg
Tweeziidineg commkiicateg ukststeig verkoperg eig klaiug
Nadeel:g dkkrg perg prodkcu
4. Free publicityg
Freeg pkbliciuyg istg eeig vormg vaig berichuneviing iig deg mediag overg eeig oideriemiin,g eeig prodkcug ofg eeig
merkg waarvoorg iieug direcug wordug beuaald
Voordeel:g heug istg nratstg (free)
Nadeel:g kaig ookg ienatefg ziiig
5. Sales promotiong
eeig stalestg promotoig istg eeig tideliikeg acteg waarbiig deg priist/waardeverhokdiing nkisttnerg wordug voorg
deg klaiu:g eeig artkelg wordug noedkoperg ofg meerg waardeg voorg heuzelfdeg neld.g SPg ziiig korue-uermiii-
actest.g Biivoorbeeld:g elkeg ssstueg koperg kriinug heug nekochueg artkelg nratst,g zenelstg stparei.g
6. Sponsoringg
Eeig zakeliikeg overeeikomstug waarbiig deg stpoistorg neldg ofg noedereig leveru,g meug alstg ueneiprestuateg daug
heug nestpoistordeg bedriifg commkiicatemoneliikhedeig leveru.g Deg stpoistorg wilg ieustg uerkng kriineig voorg
ziiig neld.g Diug ieustg istg iaambekeidheidg ofg imano.g
7. Public relations (PR)
Heug stuelstelmatng bevordereig vaig wederziidstg benripg ukststeig eeig ornaiistateg eig haarg pkbliekstnroepei.g
Deg medewerkerstg opg deg afdeliing PRg probereig vaakg viag freeg pkbliciuyg hkig berichueig iig deg maststamediag
neplaaustug ueg kriinei.g PRg istg eropg nerichug omg deg noedeg iaamg vaig deg ornaiistateg iig stuaidg ueg hokdei.g
Biivoorbeeld:g Folderst,g voorlichting nevei
8. Direct marketing
Direcueg commkiicate,g promote,g verkoopg meug klaiueig
Iisturkmeiueig waarbiig (moneliike)g afiemerstg direcug beiaderdg wordeig
Prostpecu:g alleeig dialoong
, Lead:g echug alg eeig moneliikeg klaiug
Direcug marketing bestuaaug kiu:
Direcug mail:g viag deg brieveibkstg meug iaamg eig adrestg (kaig ookg e-mailg ziii)
Direcug ioi-mail:g folderstg ofg hkist-aai-hkistg reclameg
Telemarketin:g viag deg uelefooi
Promotemix:
Wordug iinedeeldg ii;
A.g Actemix:g reclame,g perstooiliikeg verkoop,g freeg pkbliciuy,g stalestg promotoi,g direcug marketin,g bekrzei
eig ueiuooistuelliinei.g
B.g Themamix:g reclame,g stpoistoriin,g pkblicg relatoist
(looptid)g uermiiig (biig afiemer)g nerichug Doelg
op
Actemixg Korug (daneig /g wekei) Acteg (nedran)g Meerg verkopeig
(iisturkmeiuei) (coiatef)
Themamixg Laing (maaideig /g Keiiistg eig nevoelg Bekeidheidg noedg
(iisturkmeiuei) iarei) (coniitefg +g afectef) hokdei
Merkg verstuerkei
Goedg imano
.2g promotemixg
Deg promotemixg kaig beuerg marketincommkiicatemixg ofg koruerg commkiicatemixg wordeig
neioemd.g
Themacommkiicateg heefg beurekkiing opg deg laineg uermiiig
Actecommkiicateg neldug voorg korueg uermiiig
Commkiicateg promote:g erg istg stprakeg vaig commkiicateg alstg iig deg relateg ukststeig koperg eig verkoperg
iiformateg wordug overnedranei.g Biig promoteg istg heug doelg nedranstbeïivloediin.g
ZBMOg modelg (biig reclame)
Zg =g Zeiderg
Bg =g Boodstchapg
Mg =g Medikm
Og =g Oiuvainerg
Zeiderg g Boodstchapg g Medikmg g Oiuvainerg
Zeiderg (bedriif)g g Boodstchapg (viag maststamedia)g g Oiuvainerg (lead,g prostpecu)g
Boodstchap:g Propostiteg ((SP)g (voordeleig eig ikug vaig heug prodkcu)g
Bereikg eig dekkiing vaig deg reclameboodstchap
Bereik:g heug aaiualg perstoieig daug deg reclameboodstchapg zieug ofg hoorug (waarieemu)
Dekkiin:g heug perceiuaneg vaig deg doelnroepg dieg deg boodstchapg waarieemug
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