ORM_01_EPM
MARKETINGCOMMUNICATIE.
ALGEMEEN. .................................................................................................................................. 7
SEGMENTERING, TARGETING, POSITIONERING.............................................................................. 8
Marktsegmentatie. .............................................................................................................................. 8
Geografische segmentatie............................................................................................................... 8
Demografische segmentatie............................................................................................................ 8
Psychografische segmentatie. ......................................................................................................... 8
Targeting.............................................................................................................................................. 8
Ongedifferentieerde marktbenadering. .......................................................................................... 8
Gedifferentieerde marktbenadering. .............................................................................................. 9
Geconcentreerde marktbenadering. ............................................................................................... 9
Positionering........................................................................................................................................ 9
Positioneringdimensies. ................................................................................................................. 10
Zeven basisbenaderingen. ............................................................................................................. 11
Positioneringsstrategie ontwikkelen. ............................................................................................ 12
Herpositionering/Rebranding: waarom? ...................................................................................... 12
Top of mind awereness.................................................................................................................. 13
Positionering overal doortrekken. ................................................................................................. 13
CONSUMENTENGEDRAG ............................................................................................................ 14
4 fasen van consumentengedrag. ..................................................................................................... 14
Beslissingsproces bij de consument. ................................................................................................. 14
4 interne factoren.............................................................................................................................. 15
Motivatie. ...................................................................................................................................... 15
Persoonlijkheid en levensstijl. ........................................................................................................ 15
Leren. ............................................................................................................................................. 16
Attitude. ......................................................................................................................................... 16
4 externe factoren. ............................................................................................................................ 17
PRODUCTBELEID......................................................................................................................... 18
Productlevenscyclus: PLC. ................................................................................................................. 18
Nul-fase: Productontwikkelingsfase. ............................................................................................. 18
1e fase: Introductiefase.................................................................................................................. 19
2e fase: Groeifase........................................................................................................................... 19
3e fase: Volwassenheidsfase. ......................................................................................................... 19
4e fase: Neergangsfase. ................................................................................................................. 19
MVB Marketingcommunicatie 1
, ORM_01_EPM
Wat is een product? .......................................................................................................................... 20
Soorten producten ............................................................................................................................ 20
Productindeling volgens levensduur. ............................................................................................. 20
Productindeling volgens afnemer. ................................................................................................. 20
Indeling van consumentenproducten ............................................................................................ 20
Merkenbeleid .................................................................................................................................... 21
Brand Equity .................................................................................................................................. 21
Aspecten van een merk ................................................................................................................. 22
Soorten merken. ............................................................................................................................ 22
Verpakking ......................................................................................................................................... 24
Technische functie ......................................................................................................................... 24
Marketingfuncties ......................................................................................................................... 24
PRIJSBELEID................................................................................................................................ 25
Prijs vanuit het standpunt van de producent. ................................................................................... 25
Prijs vanuit het standpunt van de consument. ................................................................................. 25
Prijsstrategieën.................................................................................................................................. 26
Actieve of passieve prijszetting? .................................................................................................... 26
Welke introductieprijsstrategie? ................................................................................................... 26
Hoe reageren op prijs concurrenten? ............................................................................................ 26
DISTRIBUTIEBELEID..................................................................................................................... 27
Belang van distributie. ....................................................................................................................... 27
De distributiemix. .............................................................................................................................. 27
Keuze distributiekanaal. ................................................................................................................ 27
Distributie-intensiteit. .................................................................................................................... 28
Hoe verkoop stimuleren: Push versus Pull. .................................................................................... 28
Detailhandel. ..................................................................................................................................... 29
Trends. ........................................................................................................................................... 29
RECLAME. .................................................................................................................................. 30
Reclame. ............................................................................................................................................ 30
Wat betalen? ................................................................................................................................. 30
Wanneer reclame kiezen als tool?................................................................................................. 30
Welk effect verwachten we van onze reclame? ............................................................................ 31
AIDAS-model. ................................................................................................................................. 31
Wat gaan we vertellen? ................................................................................................................ 32
Boodschap en tone of voice. .......................................................................................................... 32
MVB Marketingcommunicatie 2
, ORM_01_EPM
Vormen van reclame. ........................................................................................................................ 32
Actiereclame. ................................................................................................................................. 32
Themareclame. .............................................................................................................................. 32
Collectieve reclame. ....................................................................................................................... 32
Selectieve reclame. ........................................................................................................................ 33
Coöperatieve reclame. ................................................................................................................... 33
Institutionele reclame. ................................................................................................................... 33
Ideële reclame. .............................................................................................................................. 33
Vergelijkende reclame. .................................................................................................................. 33
Inhakende reclame. ....................................................................................................................... 33
Fabrikantenreclame....................................................................................................................... 33
Distribuantenreclame. ................................................................................................................... 33
Business-to-Customer reclame. ..................................................................................................... 34
Advertorial. .................................................................................................................................... 34
6 types massamedia. ......................................................................................................................... 34
Televisie. ........................................................................................................................................ 34
Radio. ............................................................................................................................................. 34
Printmedia. .................................................................................................................................... 35
Out-of-home media. ...................................................................................................................... 35
Cinema. .......................................................................................................................................... 35
Online. ........................................................................................................................................... 36
Bescherming consument. .................................................................................................................. 37
Reclamebudget.................................................................................................................................. 37
MEDIAPLANNING. ...................................................................................................................... 38
Markt. ................................................................................................................................................ 38
Doelstellingen. ................................................................................................................................... 38
Doelgroep. ......................................................................................................................................... 38
Mediastrategie. ................................................................................................................................. 38
Uitvoeringsschema. ........................................................................................................................... 39
Campagnemeting. ............................................................................................................................. 39
Bereikonderzoek. ........................................................................................................................... 39
Effectonderzoek. ............................................................................................................................ 39
PUBLIC RELATIONS. .................................................................................................................... 40
Publieksgroepen. ............................................................................................................................... 40
Interne publieksgroepen. ............................................................................................................... 40
Externe publieksgroepen. .............................................................................................................. 40
MVB Marketingcommunicatie 3
, ORM_01_EPM
PR-vormen. ........................................................................................................................................ 41
Interne PR. ..................................................................................................................................... 41
Public affaires. ............................................................................................................................... 41
Financial PR. .................................................................................................................................. 42
Corporate PR.................................................................................................................................. 42
Marketing PR. ................................................................................................................................ 42
Guerrilla marketing. ...................................................................................................................... 43
Hoe je PR-verzorgen. ......................................................................................................................... 43
Direct. ............................................................................................................................................ 43
Indirect via massamedia. ............................................................................................................... 43
Indirect via social media. ............................................................................................................... 44
Via massamedia. ........................................................................................................................... 44
Via sociale media. .......................................................................................................................... 44
Via traditionele en nieuwe kanalen. .............................................................................................. 45
Strategische keuzes. .......................................................................................................................... 45
Reactieve PR. ................................................................................................................................. 45
Proactieve PR. ................................................................................................................................ 45
Mengvorm. .................................................................................................................................... 45
INTERACTIEMARKETING. ............................................................................................................ 46
Kenmerken van interactiemarketing................................................................................................. 46
Om goed te dialogeren: weten wie de ander is. ............................................................................ 46
Belang van relaties onderhouden. .................................................................................................... 47
Belang van data. ................................................................................................................................ 47
Big data. ........................................................................................................................................ 47
Welke data verzamelen? ................................................................................................................... 48
Hoe data verzamelen?....................................................................................................................... 48
Op welk moment? ............................................................................................................................. 49
Event driven communicatie. .......................................................................................................... 49
Hoe data gebruiken? ......................................................................................................................... 49
Direct mail. .................................................................................................................................... 49
Telemarketing................................................................................................................................ 50
E-mailmarketing. ........................................................................................................................... 50
Face-to-face verkoop......................................................................................................................... 51
Voordeel. ....................................................................................................................................... 51
Nadeel............................................................................................................................................ 51
Tips & tricks. ...................................................................................................................................... 51
MVB Marketingcommunicatie 4
MARKETINGCOMMUNICATIE.
ALGEMEEN. .................................................................................................................................. 7
SEGMENTERING, TARGETING, POSITIONERING.............................................................................. 8
Marktsegmentatie. .............................................................................................................................. 8
Geografische segmentatie............................................................................................................... 8
Demografische segmentatie............................................................................................................ 8
Psychografische segmentatie. ......................................................................................................... 8
Targeting.............................................................................................................................................. 8
Ongedifferentieerde marktbenadering. .......................................................................................... 8
Gedifferentieerde marktbenadering. .............................................................................................. 9
Geconcentreerde marktbenadering. ............................................................................................... 9
Positionering........................................................................................................................................ 9
Positioneringdimensies. ................................................................................................................. 10
Zeven basisbenaderingen. ............................................................................................................. 11
Positioneringsstrategie ontwikkelen. ............................................................................................ 12
Herpositionering/Rebranding: waarom? ...................................................................................... 12
Top of mind awereness.................................................................................................................. 13
Positionering overal doortrekken. ................................................................................................. 13
CONSUMENTENGEDRAG ............................................................................................................ 14
4 fasen van consumentengedrag. ..................................................................................................... 14
Beslissingsproces bij de consument. ................................................................................................. 14
4 interne factoren.............................................................................................................................. 15
Motivatie. ...................................................................................................................................... 15
Persoonlijkheid en levensstijl. ........................................................................................................ 15
Leren. ............................................................................................................................................. 16
Attitude. ......................................................................................................................................... 16
4 externe factoren. ............................................................................................................................ 17
PRODUCTBELEID......................................................................................................................... 18
Productlevenscyclus: PLC. ................................................................................................................. 18
Nul-fase: Productontwikkelingsfase. ............................................................................................. 18
1e fase: Introductiefase.................................................................................................................. 19
2e fase: Groeifase........................................................................................................................... 19
3e fase: Volwassenheidsfase. ......................................................................................................... 19
4e fase: Neergangsfase. ................................................................................................................. 19
MVB Marketingcommunicatie 1
, ORM_01_EPM
Wat is een product? .......................................................................................................................... 20
Soorten producten ............................................................................................................................ 20
Productindeling volgens levensduur. ............................................................................................. 20
Productindeling volgens afnemer. ................................................................................................. 20
Indeling van consumentenproducten ............................................................................................ 20
Merkenbeleid .................................................................................................................................... 21
Brand Equity .................................................................................................................................. 21
Aspecten van een merk ................................................................................................................. 22
Soorten merken. ............................................................................................................................ 22
Verpakking ......................................................................................................................................... 24
Technische functie ......................................................................................................................... 24
Marketingfuncties ......................................................................................................................... 24
PRIJSBELEID................................................................................................................................ 25
Prijs vanuit het standpunt van de producent. ................................................................................... 25
Prijs vanuit het standpunt van de consument. ................................................................................. 25
Prijsstrategieën.................................................................................................................................. 26
Actieve of passieve prijszetting? .................................................................................................... 26
Welke introductieprijsstrategie? ................................................................................................... 26
Hoe reageren op prijs concurrenten? ............................................................................................ 26
DISTRIBUTIEBELEID..................................................................................................................... 27
Belang van distributie. ....................................................................................................................... 27
De distributiemix. .............................................................................................................................. 27
Keuze distributiekanaal. ................................................................................................................ 27
Distributie-intensiteit. .................................................................................................................... 28
Hoe verkoop stimuleren: Push versus Pull. .................................................................................... 28
Detailhandel. ..................................................................................................................................... 29
Trends. ........................................................................................................................................... 29
RECLAME. .................................................................................................................................. 30
Reclame. ............................................................................................................................................ 30
Wat betalen? ................................................................................................................................. 30
Wanneer reclame kiezen als tool?................................................................................................. 30
Welk effect verwachten we van onze reclame? ............................................................................ 31
AIDAS-model. ................................................................................................................................. 31
Wat gaan we vertellen? ................................................................................................................ 32
Boodschap en tone of voice. .......................................................................................................... 32
MVB Marketingcommunicatie 2
, ORM_01_EPM
Vormen van reclame. ........................................................................................................................ 32
Actiereclame. ................................................................................................................................. 32
Themareclame. .............................................................................................................................. 32
Collectieve reclame. ....................................................................................................................... 32
Selectieve reclame. ........................................................................................................................ 33
Coöperatieve reclame. ................................................................................................................... 33
Institutionele reclame. ................................................................................................................... 33
Ideële reclame. .............................................................................................................................. 33
Vergelijkende reclame. .................................................................................................................. 33
Inhakende reclame. ....................................................................................................................... 33
Fabrikantenreclame....................................................................................................................... 33
Distribuantenreclame. ................................................................................................................... 33
Business-to-Customer reclame. ..................................................................................................... 34
Advertorial. .................................................................................................................................... 34
6 types massamedia. ......................................................................................................................... 34
Televisie. ........................................................................................................................................ 34
Radio. ............................................................................................................................................. 34
Printmedia. .................................................................................................................................... 35
Out-of-home media. ...................................................................................................................... 35
Cinema. .......................................................................................................................................... 35
Online. ........................................................................................................................................... 36
Bescherming consument. .................................................................................................................. 37
Reclamebudget.................................................................................................................................. 37
MEDIAPLANNING. ...................................................................................................................... 38
Markt. ................................................................................................................................................ 38
Doelstellingen. ................................................................................................................................... 38
Doelgroep. ......................................................................................................................................... 38
Mediastrategie. ................................................................................................................................. 38
Uitvoeringsschema. ........................................................................................................................... 39
Campagnemeting. ............................................................................................................................. 39
Bereikonderzoek. ........................................................................................................................... 39
Effectonderzoek. ............................................................................................................................ 39
PUBLIC RELATIONS. .................................................................................................................... 40
Publieksgroepen. ............................................................................................................................... 40
Interne publieksgroepen. ............................................................................................................... 40
Externe publieksgroepen. .............................................................................................................. 40
MVB Marketingcommunicatie 3
, ORM_01_EPM
PR-vormen. ........................................................................................................................................ 41
Interne PR. ..................................................................................................................................... 41
Public affaires. ............................................................................................................................... 41
Financial PR. .................................................................................................................................. 42
Corporate PR.................................................................................................................................. 42
Marketing PR. ................................................................................................................................ 42
Guerrilla marketing. ...................................................................................................................... 43
Hoe je PR-verzorgen. ......................................................................................................................... 43
Direct. ............................................................................................................................................ 43
Indirect via massamedia. ............................................................................................................... 43
Indirect via social media. ............................................................................................................... 44
Via massamedia. ........................................................................................................................... 44
Via sociale media. .......................................................................................................................... 44
Via traditionele en nieuwe kanalen. .............................................................................................. 45
Strategische keuzes. .......................................................................................................................... 45
Reactieve PR. ................................................................................................................................. 45
Proactieve PR. ................................................................................................................................ 45
Mengvorm. .................................................................................................................................... 45
INTERACTIEMARKETING. ............................................................................................................ 46
Kenmerken van interactiemarketing................................................................................................. 46
Om goed te dialogeren: weten wie de ander is. ............................................................................ 46
Belang van relaties onderhouden. .................................................................................................... 47
Belang van data. ................................................................................................................................ 47
Big data. ........................................................................................................................................ 47
Welke data verzamelen? ................................................................................................................... 48
Hoe data verzamelen?....................................................................................................................... 48
Op welk moment? ............................................................................................................................. 49
Event driven communicatie. .......................................................................................................... 49
Hoe data gebruiken? ......................................................................................................................... 49
Direct mail. .................................................................................................................................... 49
Telemarketing................................................................................................................................ 50
E-mailmarketing. ........................................................................................................................... 50
Face-to-face verkoop......................................................................................................................... 51
Voordeel. ....................................................................................................................................... 51
Nadeel............................................................................................................................................ 51
Tips & tricks. ...................................................................................................................................... 51
MVB Marketingcommunicatie 4
