SAMENVATTING MARKETINGCOMMUNICATIE
INHOUD
Marketing ............................................................................................................................................9
Doel marketing: ...............................................................................................................................9
Marketingmix: 4 P’s + 2 P’s ................................................................................................................9
Marktsegmentatie .............................................................................................................................. 10
Geografische segmentatie .............................................................................................................. 10
Demografische segmentatie ........................................................................................................... 10
Psychografische segmentatie ......................................................................................................... 10
Gedragssegmentatie ...................................................................................................................... 10
Targeting ........................................................................................................................................... 10
Ongedifferentieerde marktbenadering ............................................................................................. 12
Gedifferentieerde marktbenadering ................................................................................................ 12
Geconcentreerde marktbenadering ................................................................................................ 12
Positionering ..................................................................................................................................... 12
Positioneringsdimensies ................................................................................................................ 12
positioneringsonderzoek ............................................................................................................ 12
USP: Unique Selling Propositon ................................................................................................... 13
ESP: Emotional Selling Propositon............................................................................................... 13
XSP: Experience Selling Proposition ............................................................................................ 13
7 basis benaderingen ..................................................................................................................... 14
Positioning by attribute ............................................................................................................... 14
Positioning by price & quality ...................................................................................................... 14
Positioning by use or application ................................................................................................. 14
Positioning by product user ......................................................................................................... 14
Positioning by product class ....................................................................................................... 14
Positioning by competitor ........................................................................................................... 14
Positioning by cultural symbol .................................................................................................... 14
Positioneringsstrategie ontwikkelen ................................................................................................ 15
Analyseren posities van de concurrenten .................................................................................... 15
Eigen concurrentievoordeel bepalen ........................................................................................... 15
Afstemmen Marketingmix ........................................................................................................... 15
Evalueren en aanpassen waar nodig ............................................................................................ 15
Rekening houden met de 5 positioneringsprincipes ...................................................................... 16
HERPOSITIONERING/REBRANDING: waarom? ................................................................................ 17
1
, Zero moment of truth ..................................................................................................................... 18
4 fasen van consumentengedrag .................................................................................................... 18
Fase 1: communicatie gedrag ..................................................................................................... 19
Fase 2: koopgedrag .................................................................................................................... 19
Fase 3: gebruikersgedrag ............................................................................................................ 19
Fase 4: afdankgedrag ................................................................................................................. 19
Beslissingsproces bij de consument ............................................................................................... 20
1.BEHOEFTEHERKENNING: VERSCHIL TUSSEN DE HUIDIGE SITUATIE EN DE GEWENSTE IDEALE
SITUATIE. ................................................................................................................................... 20
2. INFORMATIE OPZOEKEN ......................................................................................................... 20
3. ALTERNATIEVEN AFWEGEN: KIJKEN EN VERGELIJKEN .............................................................. 21
4. AANKOOPBESLISSING ............................................................................................................ 21
5. GEBRUIK AANKOOP ................................................................................................................ 22
6. BEOORDELING VAN DE AANKOOP .......................................................................................... 22
4 interne en 4 externe (psychologische) principes bepalen het consumentengedrag .............................. 23
MOTIVATIE ..................................................................................................................................... 23
Drifttheorie (vb. Freud)................................................................................................................ 23
Persoonlijkheidstheorie .............................................................................................................. 23
Cognitieve theorie ...................................................................................................................... 23
2. PERSOONLIJKHEID EN LEVENSSTIJL ........................................................................................... 24
3. LEREN ....................................................................................................................................... 24
Actief leren ................................................................................................................................ 24
Passief leren .............................................................................................................................. 24
4. ATTITUDE ................................................................................................................................... 25
4 externe principes ............................................................................................................................ 25
Product levenscyclus (PLC) ................................................................................................................ 26
Nul-fase: productontwikkelingsstadium .......................................................................................... 26
1ste fase: introductiefase ................................................................................................................. 27
2de fase: groeifase .......................................................................................................................... 27
3de fase: volwassenheidsfase .......................................................................................................... 27
4de fase: eindfase/neergangsfase .................................................................................................... 28
Wat is een product ............................................................................................................................. 28
Soorten producten ............................................................................................................................. 29
Productindeling volgens levensduur ................................................................................................ 29
Productindeling volgens afnemer .................................................................................................... 29
Indeling van consumentenproduct volgens Copeland ...................................................................... 30
Convenience goods .................................................................................................................... 30
2
, Shopping goods ......................................................................................................................... 30
Speciality goods ......................................................................................................................... 30
Unsought goods ......................................................................................................................... 30
Merkenbeleid .................................................................................................................................... 31
Merken hebben verschillende functies: ........................................................................................... 31
Herkennen van de fabrikant ........................................................................................................ 31
Productimago ............................................................................................................................ 31
Herhalingsaankopen stimuleren ................................................................................................. 31
Makkelijker nieuw product lanceren ............................................................................................ 31
Brand Equity .................................................................................................................................. 32
Aspecten van een merk .................................................................................................................. 32
Soorten merken ............................................................................................................................. 32
verpakking ......................................................................................................................................... 34
Technische functie ......................................................................................................................... 34
Marketingfunctie ............................................................................................................................ 34
Inleiding: Prijs vanuit het standpunt van de producent en van de consument ......................................... 35
bepalende factoren bij prijszetting ...................................................................................................... 35
Interne factoren bij prijszetting ........................................................................................................ 36
Externe factoren bij prijszetting ....................................................................................................... 36
De markt en de vraag .................................................................................................................. 36
Concurrenten ............................................................................................................................ 36
Distributie .................................................................................................................................. 37
Wetgeving en ethiek ................................................................................................................... 37
Economische omstandigheden ................................................................................................... 37
Prijsstrategieën .................................................................................................................................. 38
prijsstrategieën .............................................................................................................................. 38
ACTIEF....................................................................................................................................... 38
Passief ...................................................................................................................................... 38
INTRODUCTIE? .......................................................................................................................... 38
reactie = concurrentie georienteerd ............................................................................................. 39
KOSTGEORIENTEERD ................................................................................................................. 39
VRAAGGEORIENTEERD .............................................................................................................. 39
Rol van distributie binnen de marketingmix ......................................................................................... 40
7 distributiefuncties ....................................................................................................................... 40
distibutiekanalen ............................................................................................................................... 41
Categorieën ................................................................................................................................... 41
Distibutiestrategieën .......................................................................................................................... 42
3
, Directe distributie .......................................................................................................................... 42
Indirecte distributie ........................................................................................................................ 42
multichanneling ............................................................................................................................. 43
omnichanneling ............................................................................................................................. 44
Distributie intensiteit afhankelijk van productbeleid (cf. Copeland) ................................................... 45
Intensieve distributie .................................................................................................................. 45
Selectieve distibutie ................................................................................................................... 45
Distributie en marketing ..................................................................................................................... 46
Push (deel 1) .................................................................................................................................. 46
Push (deel 2) .................................................................................................................................. 46
Pull ............................................................................................................................................... 47
Defenitie en doel................................................................................................................................ 49
Strategie: wanneer ‘reclame’ kiezen als tool? .................................................................................. 50
Doelstellingen reclame? Beinvloeden van… .................................................................................... 50
Van strategie naar praktijk .................................................................................................................. 51
reclamevormen ................................................................................................................................. 51
Op basis van type boodschap ......................................................................................................... 51
Op basis van afzender .................................................................................................................... 52
Op basis van graan van vermomming .............................................................................................. 53
Massamedia als reclamekanalen ........................................................................................................ 54
6 type massamedia ........................................................................................................................ 54
Bioscoop ................................................................................................................................... 54
Televisie .................................................................................................................................... 54
Online ....................................................................................................................................... 55
Out of home ............................................................................................................................... 56
Printmedia ................................................................................................................................. 56
Radio & podcast ......................................................................................................................... 57
Bescherming van de consument ......................................................................................................... 58
3 partijen ....................................................................................................................................... 58
kostenplaatje .................................................................................................................................... 58
reclamebudget .............................................................................................................................. 58
mediaplan ......................................................................................................................................... 59
markt ............................................................................................................................................ 59
Doelstellingen ............................................................................................................................... 59
doelgroep ...................................................................................................................................... 60
Mediastrategie ............................................................................................................................... 60
Uitvoeringsschema ........................................................................................................................ 60
4
INHOUD
Marketing ............................................................................................................................................9
Doel marketing: ...............................................................................................................................9
Marketingmix: 4 P’s + 2 P’s ................................................................................................................9
Marktsegmentatie .............................................................................................................................. 10
Geografische segmentatie .............................................................................................................. 10
Demografische segmentatie ........................................................................................................... 10
Psychografische segmentatie ......................................................................................................... 10
Gedragssegmentatie ...................................................................................................................... 10
Targeting ........................................................................................................................................... 10
Ongedifferentieerde marktbenadering ............................................................................................. 12
Gedifferentieerde marktbenadering ................................................................................................ 12
Geconcentreerde marktbenadering ................................................................................................ 12
Positionering ..................................................................................................................................... 12
Positioneringsdimensies ................................................................................................................ 12
positioneringsonderzoek ............................................................................................................ 12
USP: Unique Selling Propositon ................................................................................................... 13
ESP: Emotional Selling Propositon............................................................................................... 13
XSP: Experience Selling Proposition ............................................................................................ 13
7 basis benaderingen ..................................................................................................................... 14
Positioning by attribute ............................................................................................................... 14
Positioning by price & quality ...................................................................................................... 14
Positioning by use or application ................................................................................................. 14
Positioning by product user ......................................................................................................... 14
Positioning by product class ....................................................................................................... 14
Positioning by competitor ........................................................................................................... 14
Positioning by cultural symbol .................................................................................................... 14
Positioneringsstrategie ontwikkelen ................................................................................................ 15
Analyseren posities van de concurrenten .................................................................................... 15
Eigen concurrentievoordeel bepalen ........................................................................................... 15
Afstemmen Marketingmix ........................................................................................................... 15
Evalueren en aanpassen waar nodig ............................................................................................ 15
Rekening houden met de 5 positioneringsprincipes ...................................................................... 16
HERPOSITIONERING/REBRANDING: waarom? ................................................................................ 17
1
, Zero moment of truth ..................................................................................................................... 18
4 fasen van consumentengedrag .................................................................................................... 18
Fase 1: communicatie gedrag ..................................................................................................... 19
Fase 2: koopgedrag .................................................................................................................... 19
Fase 3: gebruikersgedrag ............................................................................................................ 19
Fase 4: afdankgedrag ................................................................................................................. 19
Beslissingsproces bij de consument ............................................................................................... 20
1.BEHOEFTEHERKENNING: VERSCHIL TUSSEN DE HUIDIGE SITUATIE EN DE GEWENSTE IDEALE
SITUATIE. ................................................................................................................................... 20
2. INFORMATIE OPZOEKEN ......................................................................................................... 20
3. ALTERNATIEVEN AFWEGEN: KIJKEN EN VERGELIJKEN .............................................................. 21
4. AANKOOPBESLISSING ............................................................................................................ 21
5. GEBRUIK AANKOOP ................................................................................................................ 22
6. BEOORDELING VAN DE AANKOOP .......................................................................................... 22
4 interne en 4 externe (psychologische) principes bepalen het consumentengedrag .............................. 23
MOTIVATIE ..................................................................................................................................... 23
Drifttheorie (vb. Freud)................................................................................................................ 23
Persoonlijkheidstheorie .............................................................................................................. 23
Cognitieve theorie ...................................................................................................................... 23
2. PERSOONLIJKHEID EN LEVENSSTIJL ........................................................................................... 24
3. LEREN ....................................................................................................................................... 24
Actief leren ................................................................................................................................ 24
Passief leren .............................................................................................................................. 24
4. ATTITUDE ................................................................................................................................... 25
4 externe principes ............................................................................................................................ 25
Product levenscyclus (PLC) ................................................................................................................ 26
Nul-fase: productontwikkelingsstadium .......................................................................................... 26
1ste fase: introductiefase ................................................................................................................. 27
2de fase: groeifase .......................................................................................................................... 27
3de fase: volwassenheidsfase .......................................................................................................... 27
4de fase: eindfase/neergangsfase .................................................................................................... 28
Wat is een product ............................................................................................................................. 28
Soorten producten ............................................................................................................................. 29
Productindeling volgens levensduur ................................................................................................ 29
Productindeling volgens afnemer .................................................................................................... 29
Indeling van consumentenproduct volgens Copeland ...................................................................... 30
Convenience goods .................................................................................................................... 30
2
, Shopping goods ......................................................................................................................... 30
Speciality goods ......................................................................................................................... 30
Unsought goods ......................................................................................................................... 30
Merkenbeleid .................................................................................................................................... 31
Merken hebben verschillende functies: ........................................................................................... 31
Herkennen van de fabrikant ........................................................................................................ 31
Productimago ............................................................................................................................ 31
Herhalingsaankopen stimuleren ................................................................................................. 31
Makkelijker nieuw product lanceren ............................................................................................ 31
Brand Equity .................................................................................................................................. 32
Aspecten van een merk .................................................................................................................. 32
Soorten merken ............................................................................................................................. 32
verpakking ......................................................................................................................................... 34
Technische functie ......................................................................................................................... 34
Marketingfunctie ............................................................................................................................ 34
Inleiding: Prijs vanuit het standpunt van de producent en van de consument ......................................... 35
bepalende factoren bij prijszetting ...................................................................................................... 35
Interne factoren bij prijszetting ........................................................................................................ 36
Externe factoren bij prijszetting ....................................................................................................... 36
De markt en de vraag .................................................................................................................. 36
Concurrenten ............................................................................................................................ 36
Distributie .................................................................................................................................. 37
Wetgeving en ethiek ................................................................................................................... 37
Economische omstandigheden ................................................................................................... 37
Prijsstrategieën .................................................................................................................................. 38
prijsstrategieën .............................................................................................................................. 38
ACTIEF....................................................................................................................................... 38
Passief ...................................................................................................................................... 38
INTRODUCTIE? .......................................................................................................................... 38
reactie = concurrentie georienteerd ............................................................................................. 39
KOSTGEORIENTEERD ................................................................................................................. 39
VRAAGGEORIENTEERD .............................................................................................................. 39
Rol van distributie binnen de marketingmix ......................................................................................... 40
7 distributiefuncties ....................................................................................................................... 40
distibutiekanalen ............................................................................................................................... 41
Categorieën ................................................................................................................................... 41
Distibutiestrategieën .......................................................................................................................... 42
3
, Directe distributie .......................................................................................................................... 42
Indirecte distributie ........................................................................................................................ 42
multichanneling ............................................................................................................................. 43
omnichanneling ............................................................................................................................. 44
Distributie intensiteit afhankelijk van productbeleid (cf. Copeland) ................................................... 45
Intensieve distributie .................................................................................................................. 45
Selectieve distibutie ................................................................................................................... 45
Distributie en marketing ..................................................................................................................... 46
Push (deel 1) .................................................................................................................................. 46
Push (deel 2) .................................................................................................................................. 46
Pull ............................................................................................................................................... 47
Defenitie en doel................................................................................................................................ 49
Strategie: wanneer ‘reclame’ kiezen als tool? .................................................................................. 50
Doelstellingen reclame? Beinvloeden van… .................................................................................... 50
Van strategie naar praktijk .................................................................................................................. 51
reclamevormen ................................................................................................................................. 51
Op basis van type boodschap ......................................................................................................... 51
Op basis van afzender .................................................................................................................... 52
Op basis van graan van vermomming .............................................................................................. 53
Massamedia als reclamekanalen ........................................................................................................ 54
6 type massamedia ........................................................................................................................ 54
Bioscoop ................................................................................................................................... 54
Televisie .................................................................................................................................... 54
Online ....................................................................................................................................... 55
Out of home ............................................................................................................................... 56
Printmedia ................................................................................................................................. 56
Radio & podcast ......................................................................................................................... 57
Bescherming van de consument ......................................................................................................... 58
3 partijen ....................................................................................................................................... 58
kostenplaatje .................................................................................................................................... 58
reclamebudget .............................................................................................................................. 58
mediaplan ......................................................................................................................................... 59
markt ............................................................................................................................................ 59
Doelstellingen ............................................................................................................................... 59
doelgroep ...................................................................................................................................... 60
Mediastrategie ............................................................................................................................... 60
Uitvoeringsschema ........................................................................................................................ 60
4
