Hoofdstuk 7: marketingcommunicatiedoelstellingen en -
strategie
Marketingmix
- 4P’s 4C’s
o PROMOTIE= communication
o prijs= cost to customer
o product= customer solution
o plaats= convenience
= marketingcommunicatie start met het doorvertalen van de
marketingdoelstellingen in marketingcommunicatiedoelstellingen
Om de marketingcomdoelst te bepalen, hebben we eerst inzicht nodig in
hoe de consumenten tot een aankoopbeslissing komen:
marketingcommunicatiedoelstelling
- Customer journey: De reis die de klant aflegt tijdens het aankkoopproces
- Touchpoints: Tijdens de reis naar een aankoop komt de consument op
verschillende manieren in contact met de organisatie.
- Customer journey mapping: De klantenreis in kaart
brengen kan er voor zorgen dat je negatieve touchpoints
kunt opsporen verbeteren
tranditionele customer journey:
er is een bepaalde stimulant als je iets wil
kopen: je ziet mensen pizza eten en ziet
reclame van pizza, je krijgt er zin in en gaat
het gaan kopen.
New customer journey: door digitalisering 2 nieuwe punten bij gekomen
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