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Samenvatting - Marketing en communicatie
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Samenvatting marketing en communicatie (geen marktonderzoek) Arteveldehogeschool, bedrijfsmanagement; afstudeerrichting KMO-management
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Marketing en communicatieInhoudsopgave
1. Hoe marketingplan opbouwen...........................................................................................................2
2. Marketingplan (dia!!)..........................................................................................................................3
3. “WHY”................................................................................................................................................3
4. SAVE....................................................................................................................................................4
1. Product = solution..............................................................................................................................5
1.1 3 levels van een product...............................................................................................................5
1.2 Core benefit / service....................................................................................................................5
1.3 Tastbaar product...........................................................................................................................5
1.4 Uitgebreid product.......................................................................................................................5
1.5 Producteigenschappen tastbaar product......................................................................................5
1.5.1 Kwaliteit................................................................................................................................5
1.5.2 Stijl en productsign...............................................................................................................5
1.5.3 Verpakking............................................................................................................................5
2. Plaats = acces = distributie kanalen....................................................................................................5
2.1 Distributie.....................................................................................................................................6
2.2 Distributiekanalen.........................................................................................................................6
2.3 Welke factoren beïnvloeden beslissing.........................................................................................6
2.4 Marktdekking in distributie...........................................................................................................6
2.5 Selectieve distributie....................................................................................................................7
3. Prijs = value.........................................................................................................................................7
3.1 Prijsstrategieën.............................................................................................................................7
3.2 Psychologische prijszetting...........................................................................................................8
4. Promotie = education.........................................................................................................................8
4.1 Promotiemix.................................................................................................................................8
4.2 Geïntegreerde marketing............................................................................................................10
4.3 Effectieve communicatie.............................................................................................................10
1. Wat is een buyer persona?...............................................................................................................12
2. Waarom gebruiken?.........................................................................................................................12
3. De elementen van een buyer persona..............................................................................................12
4. Customer journey.............................................................................................................................13
4.1 Wat is een customer journey?....................................................................................................13
4.2 Waarom een customer journey gebruiken?................................................................................13
4.3 Verschillende elementen van customer journey.........................................................................13
1
,5. Let’s do this.......................................................................................................................................14
6. Social map........................................................................................................................................14
1. Consumentengeneraties...................................................................................................................15
2. De nieuwe consument......................................................................................................................15
3. Trends in consumentengedrag..........................................................................................................16
3.1 Trend 1: Faillissementen.............................................................................................................16
3.2 Trend 2: E-tail..............................................................................................................................16
3.3 Trend 3: Combo physical & digital...............................................................................................16
3.4 Trend 4: Shared company...........................................................................................................16
3.5 Trend 5: Tweedehands................................................................................................................16
4. Omnichannel marketing...................................................................................................................17
1. SEO...................................................................................................................................................20
1.1 Wanneer.....................................................................................................................................20
1.2 Wat.............................................................................................................................................20
1.3 Waarom......................................................................................................................................20
1.4 SEA..............................................................................................................................................20
1.5 Basis van SEO..............................................................................................................................20
1.5.1 Friendly URL’s.......................................................................................................................20
1.5.2 Snelheid...............................................................................................................................20
1.5.3 Sitemap.xml.........................................................................................................................20
1.5.4 Error 404..............................................................................................................................21
1.5.5 Content................................................................................................................................21
1.5.6 On-page SEO........................................................................................................................21
1.5.7 Off-page SEO........................................................................................................................21
2. Content.............................................................................................................................................22
2.1 Welke content?...........................................................................................................................22
2.2 Welke kanalen?...........................................................................................................................23
3. Paid search (SEA)..............................................................................................................................24
3.1 Introductie..................................................................................................................................24
3.2 SEA in the customer journey.......................................................................................................24
H1: Opbouw Marketingplan
1. Hoe marketingplan opbouwen
Stel: Je werkt bij Arteveldehogeschool en krijgt 2 miljoen euro extra marketingbudget?
Hoe ga je ze spenderen?
o Reclame
o Marketingplan vertrekt van strategie van een bedrijf
2
, 2. Marketingplan (dia!!)
Interne analyse = as-is situatie
o Korte geschiedenis en aanwezigheid van het bedrijf (ontstaan, familiebedrijf)
o Productbeschrijving
o Huidige doelgroep, USP en missie (USP niet hebben = moeilijk)
o Huidige prestaties (wat is hun omzet, hoeveel mensen werken er, jaarrekening )
o Competitie in BE (concurrenten, klanten waar achter andere producten)
o Logistiek & Distributie in BE (centrale opslag?, transport)
o Huidige marktbenadering (stuk marketing, wat doen ze vandaag)
Welke prijsstrategie wordt gehanteerd
Huidige positionering en imago
Branding: hoe ziet het logo/communicatiestijl eruit? Hoe zou je dit
omschrijven? Welke kleuren worden gebruikt en waarom? Sluit het aan
bij de USP van het bedrijf: waarom wel/niet?
Welke communicatietools worden ingezet, welke kanalen worden
gebruikt, welke boodschappen worden gebracht?
Welke verkoopkanalen zijn er vandaag?
o Bedrijfsstrategie: strategie / visie / missie / kernwaarden van bedrijf
KAPSTOK om marketingplan aan ‘op te hangen’
Externe analyse
o Desk research
o Field research
Commercieel plan
o Aanbevelingen obv analyse
Operationeel activiteitenplan
o Uitwerking vd aanbevelingen in concreet content plan
3. “WHY”
Start van alles
1. Waarom doe ik iets, LT doel
2. Hoe gaan we aan ons doel geraken
3
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