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  3. Hanzehogeschool Groningen (Hanze)
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  5. 1.2 Online Branding 2018-2019

Study guide

Online Branding 1.2 Exam Notes

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This document is aimed to help to study for the final/resit exam of the course Online Branding Block 1.2. It includes all mandatory Seminars and Lecture notes, which are needed for the exam.

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  • 14 januari 2019
  • 28
  • 2018/2019
  • Study guide

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Voorbeeld van de inhoud

Table of Contents
Seminar 1:..........................................................................................................................3
Marketing......................................................................................................................................3
Marketing Process...........................................................................................................................................4
Key Marketing Concepts:i...............................................................................................................4
Needs:..............................................................................................................................................................4
Wants:..............................................................................................................................................................4
Demands:.........................................................................................................................................................4
Customer-Driven marketing strategy............................................................................................5
Designing a Customer Value-Driven marketing trategg:...............................................................................5
Integrated Marketing Plan and Program:........................................................................................................6
Building Customer Relationssip:i...................................................................................................6
Capturing Value from customers and trategic Planning:..............................................................................6
Strategic vs. Marketing Planning:i..................................................................................................6
Compang’s Vision and Mission:.......................................................................................................................6
Market defnition (Abell):i..............................................................................................................7
Seminar 2:..........................................................................................................................8
Marketing Planning:i......................................................................................................................8
Microenvironment:..........................................................................................................................................8
Macroenvironment:i......................................................................................................................8
Natural Environment:......................................................................................................................................8
Technological Environment:............................................................................................................................8
Characteristics afecting consumer behavior:.................................................................................................9
Types of buying besavior:i.............................................................................................................9
Buger decision process:...................................................................................................................................9
Porters 5 Forces analgsis:..............................................................................................................................10
WOT:............................................................................................................................................................10

Seminar 3:.........................................................................................................................11
Designing a customer-driven marketing strategy:i.......................................................................11
Market Segmentation:i................................................................................................................11
Target marketing:i........................................................................................................................12
Targeting strategies:......................................................................................................................................12
Requirements for efective segmentation:...................................................................................................13
Brand Positioning:i.......................................................................................................................13
TPD...............................................................................................................................................................13

Seminar 4:.........................................................................................................................14
Products, Services and Experiences.............................................................................................14
Tgpes of consumer products:........................................................................................................................14
Keg Decisions:................................................................................................................................................14
Brand:i.........................................................................................................................................15
What is a Brand?............................................................................................................................................15
The Function of branding:.............................................................................................................................15
4 choices when it comes to developing brands:...........................................................................................15
Product life cgcle:..........................................................................................................................................15

, eminar 5:


Seminar 5:.........................................................................................................................16
Integrated marketing communications:i......................................................................................16
hif to Online Communication:....................................................................................................................16
Tse 6Cs of Social Media:i..............................................................................................................16
Content Marketing:i.....................................................................................................................16
Responsive vs. Proactive approach:..............................................................................................................16
6 Step approacs in content marketing:i........................................................................................17
Topic 1: Topic election.................................................................................................................................17
tep 2: Conversion trategg..........................................................................................................................18
tep 3: Content Planning...............................................................................................................................18
tep 4: hareable Content.............................................................................................................................18
tep 5: Manage conversation........................................................................................................................19
tep 6: Measure uccess...............................................................................................................................19
Crowed Sourcing.........................................................................................................................19
Seminar 6:.........................................................................................................................20
Marketing Communication Mix:i..................................................................................................20
Integrated Marketing Communications:i......................................................................................20
Developing efective communication 1.0:i....................................................................................21
Message trategg:.........................................................................................................................................21
Creative Message trategg:...........................................................................................................................21
Developing efective communication 2.0:i....................................................................................21
Promotion Mix Strategies:i...........................................................................................................22
Online Marketing:..........................................................................................................................................22

Seminar 7:.........................................................................................................................23
Wsat is Price?..............................................................................................................................23
Pricing approaches:.......................................................................................................................................23
Value-based pricing:......................................................................................................................................23
New Pricing strategies:i................................................................................................................24
Market-skimming pricing:..............................................................................................................................24
Market-penetration pricing:..........................................................................................................................24
Product Mix Pricing Strategies:i....................................................................................................24
Product-line pricing:......................................................................................................................................24
Optional-product pricing:..............................................................................................................................24
Captive-product pricing:................................................................................................................................24
Captive-service pricing:..................................................................................................................................24
Bg-product pricing:........................................................................................................................................24
Product-bundle pricing:.................................................................................................................................24
Price Adjustment Strategies:i.......................................................................................................24
Discount/allowance:......................................................................................................................................24
egmented Pricing:........................................................................................................................................25
Psgchological – The perceived Value:............................................................................................................25
Promotional Pricing:......................................................................................................................................25
Dgnamic Pricing:............................................................................................................................................25
Place = Distribution:i....................................................................................................................25
Value Deliverg Network:................................................................................................................................25
Marketing Channel:.......................................................................................................................................25

2

, eminar 5:


Conventional vs. Vertical Marketing System:i..............................................................................25
Vertical Marketing sgstem:............................................................................................................................26
Csannel organization:i..................................................................................................................26
Horizontal Marketing gstems:.....................................................................................................................26
Multi-channel Distribution gstems:.............................................................................................................26
Changing channel organization:....................................................................................................................26
Csannel decisions:i.......................................................................................................................26
Learning Objectiee:..........................................................................................................26
eminar 1:......................................................................................................................................................26
eminar 2:......................................................................................................................................................27
eminar 3:......................................................................................................................................................27
eminar 4:......................................................................................................................................................27
eminar 5:......................................................................................................................................................27
eminar 6:......................................................................................................................................................27
eminar 7:......................................................................................................................................................28




Seminar 1:
Marketing
 A process bg which companies create value for customers and build strong customer
and build a strong customer relationship in order to capture value from customers in
return.


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