Marketing & Communicatie
Leerjaar 1 / Blok 1
Basisboek ( De Berg, Mackenbach )
Samuel Woestenburg
ZUYD Hogeschool
Commerciële Economie
1
,Inhoudsopgave
Hoofdstuk 1 : Marketing & Communicatie....................................................5
1.1 Inleiding..............................................................................................5
1.2 Ondernemingsplan & Marketingplan..................................................7
1.3 Marketingcommunicatieplan...............................................................9
1.4 Geïntegreerde marketingcommunicatie...........................................24
1.5 Uitvoering van de verschillende marketingcommunicatietaken.......25
Hoofdstuk 2 : Consumentengedrag............................................................28
2.1 Inleiding............................................................................................28
2.2 Proces bij de consument...................................................................29
2.3 Het beslissingsproces.......................................................................31
2.4 Motivatie...........................................................................................35
2.5 Persoonlijkheid & levensstijl.............................................................38
2.6 Informatieverwerking........................................................................39
2.7 Leren.................................................................................................42
2.8 Attitudes...........................................................................................43
2.9 Externe factoren...............................................................................46
Hoofdstuk 3 : Reclame...............................................................................50
3.1 Inleiding............................................................................................50
3.2 Doelen...............................................................................................52
3.3 Strategische keuzes..........................................................................55
3.4 Vormen.............................................................................................56
3.5 Media voor reclame..........................................................................61
3.6 Regelgeving......................................................................................63
Hoofdstuk 4 : Sales promotions.................................................................65
4.1 Inleiding............................................................................................65
4.2 Voor consumenten, tussenhandel of eigen verkoopstaf...................66
4.3 Uitwerking in subdoelen...................................................................67
4.4 Strategische keuzes..........................................................................68
4.5 Vormen.............................................................................................69
4.6 Media................................................................................................73
4.7 Regelgeving......................................................................................74
Hoofdstuk 5 : Interactiemarketing.............................................................75
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, 5.1 Inleiding............................................................................................75
5.2 Kenmerken van interactiemarketing.................................................76
5.3 Het belang van relaties creëren en onderhouden.............................77
5.4 Het belang van data.........................................................................78
5.5 Event driven communicatie..............................................................79
5.6 Inzet van interactieve media............................................................80
5.7 Persoonlijke verkoop.........................................................................84
5.8 Juridische aspecten...........................................................................86
Hoofdstuk 6 : Public relations.....................................................................87
6.1 Inleiding............................................................................................87
6.2 Doelgroepen.....................................................................................88
6.3 Doelen...............................................................................................89
6.4 Strategische keuzes..........................................................................90
6.5 Vormen.............................................................................................91
Hoofdstuk 7 : Winkelcommunicatie............................................................97
7.1 Inleiding............................................................................................97
7.2 Doelgroepen.....................................................................................98
7.3 Doelen...............................................................................................99
7.4 Strategische keuzes.....................................................................100
7.5 Vormen........................................................................................101
Hoofdstuk 8 : Evenementen.....................................................................105
8.1 Inleiding..........................................................................................105
8.2 Het evenement in de marketingcommunicatiemix.........................106
8.3 Vormen...........................................................................................107
8.4 Doelgroepen...................................................................................109
8.5 Doelen van evenementen...............................................................110
8.6 Meetbaarheid en effect van een evenement..................................111
8.7 Multimedia & crossmedia................................................................112
Hoofdstuk 9 : Sponsoring.........................................................................113
9.1 Inleiding..........................................................................................113
9.2 Doelen.............................................................................................114
9.3 Doelgroepen...................................................................................116
9.4 Strategische keuzes........................................................................117
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, 9.5 Vormen...........................................................................................118
9.6 Meten van sponsoring.....................................................................124
Hoofdstuk 10 : Mediaplanning.................................................................125
10.2 Kiezen voor een massamedium....................................................125
10.3 Mediastrategie & planning............................................................126
10.4 Media............................................................................................133
4
Leerjaar 1 / Blok 1
Basisboek ( De Berg, Mackenbach )
Samuel Woestenburg
ZUYD Hogeschool
Commerciële Economie
1
,Inhoudsopgave
Hoofdstuk 1 : Marketing & Communicatie....................................................5
1.1 Inleiding..............................................................................................5
1.2 Ondernemingsplan & Marketingplan..................................................7
1.3 Marketingcommunicatieplan...............................................................9
1.4 Geïntegreerde marketingcommunicatie...........................................24
1.5 Uitvoering van de verschillende marketingcommunicatietaken.......25
Hoofdstuk 2 : Consumentengedrag............................................................28
2.1 Inleiding............................................................................................28
2.2 Proces bij de consument...................................................................29
2.3 Het beslissingsproces.......................................................................31
2.4 Motivatie...........................................................................................35
2.5 Persoonlijkheid & levensstijl.............................................................38
2.6 Informatieverwerking........................................................................39
2.7 Leren.................................................................................................42
2.8 Attitudes...........................................................................................43
2.9 Externe factoren...............................................................................46
Hoofdstuk 3 : Reclame...............................................................................50
3.1 Inleiding............................................................................................50
3.2 Doelen...............................................................................................52
3.3 Strategische keuzes..........................................................................55
3.4 Vormen.............................................................................................56
3.5 Media voor reclame..........................................................................61
3.6 Regelgeving......................................................................................63
Hoofdstuk 4 : Sales promotions.................................................................65
4.1 Inleiding............................................................................................65
4.2 Voor consumenten, tussenhandel of eigen verkoopstaf...................66
4.3 Uitwerking in subdoelen...................................................................67
4.4 Strategische keuzes..........................................................................68
4.5 Vormen.............................................................................................69
4.6 Media................................................................................................73
4.7 Regelgeving......................................................................................74
Hoofdstuk 5 : Interactiemarketing.............................................................75
2
, 5.1 Inleiding............................................................................................75
5.2 Kenmerken van interactiemarketing.................................................76
5.3 Het belang van relaties creëren en onderhouden.............................77
5.4 Het belang van data.........................................................................78
5.5 Event driven communicatie..............................................................79
5.6 Inzet van interactieve media............................................................80
5.7 Persoonlijke verkoop.........................................................................84
5.8 Juridische aspecten...........................................................................86
Hoofdstuk 6 : Public relations.....................................................................87
6.1 Inleiding............................................................................................87
6.2 Doelgroepen.....................................................................................88
6.3 Doelen...............................................................................................89
6.4 Strategische keuzes..........................................................................90
6.5 Vormen.............................................................................................91
Hoofdstuk 7 : Winkelcommunicatie............................................................97
7.1 Inleiding............................................................................................97
7.2 Doelgroepen.....................................................................................98
7.3 Doelen...............................................................................................99
7.4 Strategische keuzes.....................................................................100
7.5 Vormen........................................................................................101
Hoofdstuk 8 : Evenementen.....................................................................105
8.1 Inleiding..........................................................................................105
8.2 Het evenement in de marketingcommunicatiemix.........................106
8.3 Vormen...........................................................................................107
8.4 Doelgroepen...................................................................................109
8.5 Doelen van evenementen...............................................................110
8.6 Meetbaarheid en effect van een evenement..................................111
8.7 Multimedia & crossmedia................................................................112
Hoofdstuk 9 : Sponsoring.........................................................................113
9.1 Inleiding..........................................................................................113
9.2 Doelen.............................................................................................114
9.3 Doelgroepen...................................................................................116
9.4 Strategische keuzes........................................................................117
3
, 9.5 Vormen...........................................................................................118
9.6 Meten van sponsoring.....................................................................124
Hoofdstuk 10 : Mediaplanning.................................................................125
10.2 Kiezen voor een massamedium....................................................125
10.3 Mediastrategie & planning............................................................126
10.4 Media............................................................................................133
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