MARKETINGCOMMUNICATIE
MARKETINGCOMMUNICATIE.........................................................................1
1 INTRODUCTIE............................................................................................4
1. Marketing..............................................................................................4
2. Marketingmix........................................................................................4
2 SEGMENTERING........................................................................................5
1. Relatie...................................................................................................5
2. Soorten segmentering..........................................................................5
3. Definitie................................................................................................5
3 TARGETTING..............................................................................................6
1. Definitie................................................................................................6
2. Hangt af van.........................................................................................6
4 POSITIONERING.........................................................................................7
1. 2 vragen................................................................................................7
2. Positioneringsdemensies.......................................................................7
3. Definitie................................................................................................7
4. 7 basisbenaderingen.............................................................................7
5. Positioneringsstrategie.........................................................................7
6. Positioneringsprincipes.........................................................................8
7. Herpositionering of rebranding.............................................................8
5 CONSUMENTENGEDRAG............................................................................9
1. Definitie................................................................................................9
2. Consumentengedrag.............................................................................9
3. Proces bij de consumenten...................................................................9
4. Psychologische principes (intern).........................................................9
5. Psychologische principes (extern).......................................................10
6. Beslissingsproces bij de consument....................................................10
6 PRODUCTIEBELEID..................................................................................11
1. PLC – Productlevenscyclus..................................................................11
2. Wat is een product?............................................................................11
3. Soorten producten..............................................................................11
4. Merkenbeleid/ branding......................................................................11
Vienna Soenens Marketingcommunicatie Pg 1 van 26
, 5. Verpakking..........................................................................................12
7 PRIJSBELEID.............................................................................................13
1. Betekenis van prijs..............................................................................13
2. Factoren met invloed..........................................................................13
3. Prijsstrategiën.....................................................................................13
4. Definitie..............................................................................................14
5. Distributiefuncties...............................................................................14
6. Distributiekanalen...............................................................................14
7. Distributiestrategiën...........................................................................14
8. Distributie-intensiteit..........................................................................14
9. Push- vs Pull-strategie.........................................................................15
8. RECLAME EN MEDIAPLANNING...............................................................16
1. Wat is reclame?...................................................................................16
2. Wat is betalend?.................................................................................16
3. Doelen reclame...................................................................................16
4. Kostenplaatje......................................................................................16
6. Media om reclame te verspreiden......................................................17
7. Mediastrategie & -planning.................................................................17
8. Mediaruimte........................................................................................17
9 PUBLIC RELATIONS..................................................................................18
1. Definitie..............................................................................................18
2. Publieksgroepen PR............................................................................18
3. Doelen PR...........................................................................................18
4. Strategische keuzes PR.......................................................................18
5. Vormen van PR....................................................................................18
6. Directe & indirecte PR.........................................................................19
10. INTERACTIEMARKETING........................................................................20
1. Definitie..............................................................................................20
2. Nut interactiemarketing......................................................................20
3. Belang van data..................................................................................20
4. Soorten gegevens...............................................................................20
5. Event driven marketing.......................................................................20
6. Data verzamelen van niet klanten......................................................21
Vienna Soenens Marketingcommunicatie Pg 2 van 26
, 7. Manieren voor datagebruik.................................................................21
8. Persoonlijke verkoop...........................................................................21
11 CONTENTMARKETING............................................................................22
1. Definitie..............................................................................................22
2. Waarom?.............................................................................................22
3. 4C’s van contentmarketing.................................................................22
4. Storytelling..........................................................................................22
5. Kanalen...............................................................................................22
12. SALESPROMOTION EN WINKELCOMMUNICATIE....................................23
1. Wat is salespromotion of actiereclame...............................................23
2. Voor wie?.............................................................................................23
3. Vormen salespromotions.....................................................................24
4. Winkelcommunicatie...........................................................................24
5. Soorten winkels...................................................................................24
6. Soorten shoppers................................................................................24
7. Doelen marketingcommunicatie.........................................................24
8. Vormen winkelcommunicatie..............................................................25
9. Eventmarketing...................................................................................25
10. Eventpromotion................................................................................25
13 SALES PROMOTIONS, WINKELCOMMUNICATIE EN EVENEMENTEN........26
1.Cijfers wereldwijd en in Vlaanderen.....................................................26
2. Voor- en nadelen social media marketing...........................................26
3. Online conversation management......................................................26
4. Hoe reageren?.....................................................................................26
5. Soorten reageerders...........................................................................26
6. Tips bij social media marketing...........................................................26
7. Social mediaplanning..........................................................................26
Vienna Soenens Marketingcommunicatie Pg 3 van 26
MARKETINGCOMMUNICATIE.........................................................................1
1 INTRODUCTIE............................................................................................4
1. Marketing..............................................................................................4
2. Marketingmix........................................................................................4
2 SEGMENTERING........................................................................................5
1. Relatie...................................................................................................5
2. Soorten segmentering..........................................................................5
3. Definitie................................................................................................5
3 TARGETTING..............................................................................................6
1. Definitie................................................................................................6
2. Hangt af van.........................................................................................6
4 POSITIONERING.........................................................................................7
1. 2 vragen................................................................................................7
2. Positioneringsdemensies.......................................................................7
3. Definitie................................................................................................7
4. 7 basisbenaderingen.............................................................................7
5. Positioneringsstrategie.........................................................................7
6. Positioneringsprincipes.........................................................................8
7. Herpositionering of rebranding.............................................................8
5 CONSUMENTENGEDRAG............................................................................9
1. Definitie................................................................................................9
2. Consumentengedrag.............................................................................9
3. Proces bij de consumenten...................................................................9
4. Psychologische principes (intern).........................................................9
5. Psychologische principes (extern).......................................................10
6. Beslissingsproces bij de consument....................................................10
6 PRODUCTIEBELEID..................................................................................11
1. PLC – Productlevenscyclus..................................................................11
2. Wat is een product?............................................................................11
3. Soorten producten..............................................................................11
4. Merkenbeleid/ branding......................................................................11
Vienna Soenens Marketingcommunicatie Pg 1 van 26
, 5. Verpakking..........................................................................................12
7 PRIJSBELEID.............................................................................................13
1. Betekenis van prijs..............................................................................13
2. Factoren met invloed..........................................................................13
3. Prijsstrategiën.....................................................................................13
4. Definitie..............................................................................................14
5. Distributiefuncties...............................................................................14
6. Distributiekanalen...............................................................................14
7. Distributiestrategiën...........................................................................14
8. Distributie-intensiteit..........................................................................14
9. Push- vs Pull-strategie.........................................................................15
8. RECLAME EN MEDIAPLANNING...............................................................16
1. Wat is reclame?...................................................................................16
2. Wat is betalend?.................................................................................16
3. Doelen reclame...................................................................................16
4. Kostenplaatje......................................................................................16
6. Media om reclame te verspreiden......................................................17
7. Mediastrategie & -planning.................................................................17
8. Mediaruimte........................................................................................17
9 PUBLIC RELATIONS..................................................................................18
1. Definitie..............................................................................................18
2. Publieksgroepen PR............................................................................18
3. Doelen PR...........................................................................................18
4. Strategische keuzes PR.......................................................................18
5. Vormen van PR....................................................................................18
6. Directe & indirecte PR.........................................................................19
10. INTERACTIEMARKETING........................................................................20
1. Definitie..............................................................................................20
2. Nut interactiemarketing......................................................................20
3. Belang van data..................................................................................20
4. Soorten gegevens...............................................................................20
5. Event driven marketing.......................................................................20
6. Data verzamelen van niet klanten......................................................21
Vienna Soenens Marketingcommunicatie Pg 2 van 26
, 7. Manieren voor datagebruik.................................................................21
8. Persoonlijke verkoop...........................................................................21
11 CONTENTMARKETING............................................................................22
1. Definitie..............................................................................................22
2. Waarom?.............................................................................................22
3. 4C’s van contentmarketing.................................................................22
4. Storytelling..........................................................................................22
5. Kanalen...............................................................................................22
12. SALESPROMOTION EN WINKELCOMMUNICATIE....................................23
1. Wat is salespromotion of actiereclame...............................................23
2. Voor wie?.............................................................................................23
3. Vormen salespromotions.....................................................................24
4. Winkelcommunicatie...........................................................................24
5. Soorten winkels...................................................................................24
6. Soorten shoppers................................................................................24
7. Doelen marketingcommunicatie.........................................................24
8. Vormen winkelcommunicatie..............................................................25
9. Eventmarketing...................................................................................25
10. Eventpromotion................................................................................25
13 SALES PROMOTIONS, WINKELCOMMUNICATIE EN EVENEMENTEN........26
1.Cijfers wereldwijd en in Vlaanderen.....................................................26
2. Voor- en nadelen social media marketing...........................................26
3. Online conversation management......................................................26
4. Hoe reageren?.....................................................................................26
5. Soorten reageerders...........................................................................26
6. Tips bij social media marketing...........................................................26
7. Social mediaplanning..........................................................................26
Vienna Soenens Marketingcommunicatie Pg 3 van 26
