Complete samenvatting marketing communication 2KMO . docent Pauline Steelandt. Het tweede deel van dit vak is market research, deze samenvatting is ook beschikbaar.
2 How to influence customers? Part 1.......................................................................................................... 11
2.1 How to use pop-materials............................................................................................................................11
2.2 In store lay-out..............................................................................................................................................12
2.2.1 Divide into different departments........................................................................................................12
2.2.2 Divide product categories in logical groups.........................................................................................12
2.2.3 Certain lay-outs are extra attractive to customers...............................................................................12
2.3 Where to put which products?.....................................................................................................................13
2.3.1 Buying behavior towards certain products..........................................................................................13
2.3.2 Relation between products..................................................................................................................13
3 How to influence customers? Part 2.......................................................................................................... 13
1 New customer........................................................................................................................................... 14
2 B2B-marketing.......................................................................................................................................... 24
2.1 Intro..............................................................................................................................................................24
2.2 Differences with B2C-market........................................................................................................................24
2.2.1 Structure of the market & demand......................................................................................................24
2.2.2 Decision making unit............................................................................................................................24
2.2.3 Types of decisions & decision-making process....................................................................................25
2.2.4 Other features......................................................................................................................................25
2.3 Purchase categories in B2B..........................................................................................................................26
2.3.1 Routine purchase..................................................................................................................................26
2.3.2 Modified re-buy....................................................................................................................................26
2.3.3 New task...............................................................................................................................................26
2.4 Products and services in B2B........................................................................................................................27
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2KMO07 Marketing and communication
, 2.5 What influences buyers in B2B?...................................................................................................................27
2.5.1 Surrounding factors..............................................................................................................................27
2.5.2 Organizational factors...........................................................................................................................27
2.5.3 Interpersonal factors............................................................................................................................27
2.5.4 Personal factors....................................................................................................................................27
1 What is direct marketing........................................................................................................................... 28
2 Why use direct marketing?........................................................................................................................ 28
2.1 CRM..............................................................................................................................................................28
2.2 Sales lead generation...................................................................................................................................29
2.3 Brand awareness..........................................................................................................................................29
3 The leaflet................................................................................................................................................. 29
3.1 Why...............................................................................................................................................................29
3.2 What.............................................................................................................................................................29
3.2.1 Copy......................................................................................................................................................29
3.2.2 Professional and attractive design........................................................................................................30
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2KMO07 Marketing and communication
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