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Profielwerkstuk over de optimalisatie van promotie
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Fix de promotiemix,Inhoudsopgave
Voorwoord.........................................................................................................................4
Inleiding.............................................................................................................................5
Werkwijze..........................................................................................................................6
Hoofdstuk 1: Toelichting onderzoeksvraag.........................................................................7
Hoofdstuk 2: Welke soorten promotie kennen we met betrekking tot een fysieke winkel en
met betrekking tot een online winkel?................................................................................9
2.1 Reclame..................................................................................................................................9
2.1.1 Soorten reclame..................................................................................................................................10
2.2 Sales promotie......................................................................................................................10
2.3 Public relations.....................................................................................................................10
2.4 Persoonlijke verkoop............................................................................................................12
2.5 Direct marketing...................................................................................................................13
2.5.1 Internet marketing...............................................................................................................................13
2.6 Impulsaankopen...................................................................................................................14
2.7 Deelconclusie........................................................................................................................15
Hoofdstuk 3: Welke marktvormen zijn er?........................................................................16
3.1 Volkomen concurrentie........................................................................................................17
3.2 Monopolie............................................................................................................................18
3.3 Oligopolie.............................................................................................................................18
3.4 Deelconclusie........................................................................................................................20
Hoofdstuk 4: Met welk soort promotie bereik je de meeste mensen, gericht op een
bepaalde doelgroep?........................................................................................................22
4.1 Doelgroep.............................................................................................................................22
4.2 Communicatiedoelstellingen................................................................................................23
4.3 Communicatiebudget...........................................................................................................23
4.4 Bepaling van de boodschap..................................................................................................24
4.5 Communicatiekanalen..........................................................................................................25
4.6 Vaststelling communicatiemix (budgetallocatie)..................................................................25
4.7 Onderzoek............................................................................................................................26
4.8 Deelconclusie........................................................................................................................26
Hoofdstuk 5: Hoe besteed je het effectiefst het marketingbudget?...................................28
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, 5.1 Data......................................................................................................................................29
5.1.1 Trackinglinks........................................................................................................................................29
5.1.2 Rapporten exporteren.........................................................................................................................30
5.2 Social media..........................................................................................................................30
5.3 Partners................................................................................................................................32
5.4 Startende ondernemer.........................................................................................................32
5.5 Deelconclusie........................................................................................................................33
Hoofdstuk 6: Wat zijn de wettelijke voorschriften voor promotie en houden
reclamecampagnes zich hier ook aan?..............................................................................35
6.1 Bijzondere reclamecodes......................................................................................................35
6.2 Misleiding consument...........................................................................................................35
6.3 Ongevraagd versturen..........................................................................................................36
6.4 Privacywetgeving 2018.........................................................................................................36
6.5 Mededingingswet.................................................................................................................37
6.6 Houden adverteerders zich ook aan de wettelijke voorschriften voor reclame?...................38
6.7 Deelconclusie........................................................................................................................38
Hoofdstuk 7: Welke voordelen hebben de verschillende verkoopkanalen?........................39
7.1 Voordelen fysieke winkel......................................................................................................39
7.2 Waarom shopt men online?..................................................................................................41
7.3 Deelconclusie........................................................................................................................42
Hoofdstuk 8: Onderzoek...................................................................................................43
8.1 Welk soort promotie werkt het best?...................................................................................43
8.2 Het verschil van een online of een fysieke winkel voor de consument..................................44
Hoofdstuk 9: Uitslagen onderzoek....................................................................................46
9.1 Welke soort promotie werkt het best?.................................................................................46
9.1.1 Deelconclusie onderzoek.....................................................................................................................50
9.1.2 Evaluatie onderzoek............................................................................................................................50
9.2 Het verschil van een online of een fysieke winkel voor de consument..................................51
9.2.1 Deelconclusie onderzoek.....................................................................................................................52
9.2.2 Evaluatie onderzoek............................................................................................................................52
Hoofdstuk 10: promotieplan op basis van uitslagen van het onderzoek............................53
10.1 Promotieplan IFS Finance B.V.............................................................................................53
10.2 Verbeterd promotieplan.....................................................................................................54
Conclusie..........................................................................................................................61
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, Evaluatie jaar 2017-2018..................................................................................................65
Evaluatie jaar 2018-2019..................................................................................................65
Bronnenlijst......................................................................................................................67
Boeken.......................................................................................................................................67
Internetbronnen.........................................................................................................................67
Logboek............................................................................................................................71
Chanel........................................................................................................................................71
Kaylee.........................................................................................................................................74
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