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samenvatting marketingcommunicatie
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Samenvatting van 1 pagina's voor het vak Marketingcommunicatie aan de VUB (samenvatting hoc)
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DatumMARKETING
1. INLEIDENDE BEGRIPPEN
4P’s = product, plaats, promotie, prijs
A. Merkimago
i. Product, prijs
ii. Marketingcommunicatie
iii. Gebruik ervaring
iv. Reviews (influencers)
“Een merk is een relatie” -> tussen producent & consument
Defenitie van marketing:
- Process
- Customers at a profit
- 4P’s
B. IMC (intagrated marketingcommunication)
= het combineren van verschillende strategische disciplines combineren om de
impact van communicatie te optimaliseren. (reclame,pr, promotie…)
3 doelpunten v/e merk:
Marketingcommunicatie (consumenten)
Corporate communicatie (stakeholders -> alle betrokken personen bij een
onderneming)
Employer (medewerkers) -> vacatures
C. Marcom vs Verkoop
i. Marketing & communicatie: vanuit onvervulde behoeften v/d consument –
“pull”
ii. Verkoop: vanuit product dat aan de mens moet worden gebracht – “push”
In Digitale wereld vloeien marketing & verkoop in elkaar over (zalando)
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