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Summary

Samenvatting Marketingcommunicatie

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Uploaded on
09-02-2017
Written in
2016/2017

Marketingcommunicatiestrategie Ko Floor, Fred van Raaij, Margot Bouwman 7e druk 2015

Institution
Fontys Hogeschool (Fontys)
Module
Marketingcommunicatie

Content preview

Marketingcommunicatie

Hoofdstuk 1: marketingcommunicatie en andere marketinginstrumenten

Belang van een sterk merk:




Instrumentele functie: De eigenschappen van de producten van een merk, zoals veiligheid
en degelijkheid bij Volvo

Psychosociale functie: Het gevoel dat een merk uitstraalt. Erbij willen horen, gevoel



Merkimago

Belangrijk voor merken: positief en herkenbaar
imago.

Imago: het beeld dat een potentiele consument van
een merk heeft

Opgebouwd uit associaties




Veranderingen in marketingcommunicatie:

• Direct contact met de klant
• Communicatie via tussenhandel
• Zoeken naar onderscheid
• Eerste gerichte reclamecampagnes
• Grote reclamebudgetten
• Meer marketingcommunicatie-
instrumenten
• Eén-op-één communicatie
• Invloed van de ontvanger



1
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Connected book

image
J.M.G. Floor, W.F. van Raaij Marketingcommunicatiestrategie
  • juli 2015
  • 9789001834128
  • 7

Written for

Institution
Fontys Hogeschool (Fontys)
Study
Commerciële Economie
Module
Marketingcommunicatie
All documents for this subject (1)

Document information

Summarized whole book?
Yes
Uploaded on
February 9, 2017
Number of pages
67
Written in
2016/2017
Type
SUMMARY

Subjects

  • marketingcommunicatie
  • marketing
  • communicatie
  • marketingcommunicatiestrategie

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