Consumer marketing
Inhoudsopgave
H0: Inleiding algemene psychologie............................................................................................................... 4
Psychologie als wetenschap.................................................................................................................................5
Studie van het bewustzijn................................................................................................................................5
Studie van het onbewuste...............................................................................................................................5
Gedragswetenschap........................................................................................................................................5
Cognitieve wetenschap....................................................................................................................................6
Domeinen in de psychologie.................................................................................................................................7
5 basisdisciplines..............................................................................................................................................7
Theoretische en toegepaste psychologie........................................................................................................7
H1: Wat is consumentengedrag?.................................................................................................................... 7
1.1 Definitie..........................................................................................................................................................7
1.2 Aanbod van goederen en diensten.................................................................................................................8
Consumptiecultuur..........................................................................................................................................8
Ontstaan van consumptiecultuur....................................................................................................................8
PLC...................................................................................................................................................................8
1.3 Marketing vs (consumenten)psychologie......................................................................................................8
1.4 Benadering consumentengedrag...................................................................................................................9
1.5 Belangengroepen...........................................................................................................................................9
1.6 Belang van consumentengedrag....................................................................................................................9
7 P’s van dienstenmarketing.......................................................................................................................... 9
Product...............................................................................................................................................................10
Assortimentsbeleid – Product.......................................................................................................................10
Prijs.....................................................................................................................................................................11
Plaats..................................................................................................................................................................13
Promotie.............................................................................................................................................................13
Onzekerheid...................................................................................................................................................13
Communicatiedoelen.....................................................................................................................................14
Branding.........................................................................................................................................................14
Mediakanalen................................................................................................................................................14
Sales promotions...........................................................................................................................................14
Cross channel contentplan............................................................................................................................14
People.................................................................................................................................................................15
Personeel.......................................................................................................................................................15
Klanten...........................................................................................................................................................15
Proces.................................................................................................................................................................17
Core vs. Auxiliary...........................................................................................................................................17
Front office vs. Back office.............................................................................................................................17
1
, Groeien..........................................................................................................................................................17
Oefeningen: deel dienstenmarketing........................................................................................................... 18
H6: Persoonlijkheid en levensstijl................................................................................................................. 19
Motivatie............................................................................................................................................................20
Wat bepaald motivatie?................................................................................................................................20
Persoonlijke relevantie..................................................................................................................................20
Persoonlijkheid en levensstijl in marketing........................................................................................................22
H7: Consumptiecyclus.................................................................................................................................. 22
4 fasen................................................................................................................................................................23
Oriëntatiefase................................................................................................................................................23
2. Aankoopfase..............................................................................................................................................27
3 Gebruiksfase...............................................................................................................................................27
4. Afdankfase.................................................................................................................................................27
Opdrachten Consumptiecyclus...........................................................................................................................28
H2: Informatieverwerking............................................................................................................................ 29
Informatieverwerking.........................................................................................................................................30
1. Stimuli.............................................................................................................................................................30
2. Blootstelling....................................................................................................................................................30
keuze van media............................................................................................................................................31
Positionering van media................................................................................................................................31
Productditributie...........................................................................................................................................31
3. Gewaarwording..............................................................................................................................................32
Gewaarwording door zicht............................................................................................................................32
Gewaarwording door gehoor........................................................................................................................32
Gewaarwording door gehoor........................................................................................................................32
Gewaarwording door reuk.............................................................................................................................33
Gewaarwording door tast..............................................................................................................................33
Kruismodaliteit..............................................................................................................................................33
Algemeen gewaarwording.............................................................................................................................33
4. Perceptie.........................................................................................................................................................34
Principes van gestaltpsychologie...................................................................................................................34
Framing..........................................................................................................................................................35
Aandacht............................................................................................................................................................35
Persoonlijke factoren.....................................................................................................................................35
Stimulus factoren...........................................................................................................................................36
Mogelijke oplossingen...................................................................................................................................36
6. Begrip.............................................................................................................................................................36
Vervormingen door persoonlijke invloeden..................................................................................................37
7. Geheugen.......................................................................................................................................................37
9. Onderzoek......................................................................................................................................................39
Exposure fase.................................................................................................................................................39
Attentie fase...................................................................................................................................................39
Begrip fase.....................................................................................................................................................40
Onthoud fase.................................................................................................................................................40
H5: Leerprocessen........................................................................................................................................ 41
2
, 3 basiselementen...............................................................................................................................................41
Leren...................................................................................................................................................................41
Herhaling........................................................................................................................................................42
Bevestiging.....................................................................................................................................................42
Generalisatie..................................................................................................................................................42
Discriminatie..................................................................................................................................................43
H3: Motivatie, middelen, opportuniteit........................................................................................................ 43
Inleiding..............................................................................................................................................................43
Motivatie............................................................................................................................................................44
1.1 Waarden..................................................................................................................................................45
1.2 Behoeften................................................................................................................................................46
Gepercipieerd risico.......................................................................................................................................48
2. Oorpsrong motivatie......................................................................................................................................49
8 basismotivaties...........................................................................................................................................49
Effecten van motivatie...................................................................................................................................50
Betrokkenheidsgevoel...................................................................................................................................51
Middelen............................................................................................................................................................51
2.1 Productkennis en ervaring.......................................................................................................................52
2.2 Cognitieve stijl..........................................................................................................................................52
2.3 Complexiteit van informatie....................................................................................................................52
2.4 Intelligentie en leeftijd.............................................................................................................................52
2.5 Financiële middelen.................................................................................................................................52
3. Opportuniteit..................................................................................................................................................52
Tijd.................................................................................................................................................................52
Afleiding.........................................................................................................................................................53
H4: Emoties en attitudes.............................................................................................................................. 53
Emoties...............................................................................................................................................................53
8 types primaire emoties...............................................................................................................................54
Secundaire emoties.......................................................................................................................................54
Ontstaan........................................................................................................................................................54
Emoties meten...............................................................................................................................................54
2. Attitudevorming.............................................................................................................................................54
2.1 Ontstaan van attitudes............................................................................................................................55
2.2 Componenten van attitudes....................................................................................................................56
2.3 Meten van attitudes................................................................................................................................57
2.4 Attitude en gedrag...................................................................................................................................58
2.5 Beinvloeden van attitudes.......................................................................................................................58
Lage betrokkenheid – affectieve attitudevorming........................................................................................60
H8: Consument als lid van een groep............................................................................................................ 61
1. Gezin en huishouden......................................................................................................................................61
1.1 Definitie gezin..........................................................................................................................................61
1.2 Functies van het gezin (4 basisfuncties)..................................................................................................61
1.3 Consumptieve beslissingen en rollen in het gezin...................................................................................63
1.4 Invloed van kinderen in het beslissingsproces........................................................................................64
1.5 Kinderen en reclame................................................................................................................................64
1.6 Gezinslevencyclus....................................................................................................................................65
1.7 De cohorten theorie................................................................................................................................65
2. Referentiegroepen en personen.....................................................................................................................66
2.1 Soorten referentiegroepen......................................................................................................................66
3
, 2.2 Sociale effecten in referentiegroepen.....................................................................................................67
2.3 Invloed van referentiegroepen................................................................................................................68
2.4 Gebruik van referentiegroepsinvloed in de reclame...............................................................................68
2.5 Sociale communicatie..............................................................................................................................68
H11: Culturele invloeden.............................................................................................................................. 69
1. Sociologie.......................................................................................................................................................69
1.1 Sociaal handelen......................................................................................................................................69
1.2 Structuur..................................................................................................................................................70
1.3 Cultuur.....................................................................................................................................................70
1.3 Cultuurpatroon........................................................................................................................................71
1.4 Subcultuur................................................................................................................................................73
1.5 Sociale klasse...........................................................................................................................................74
2. Consumptiemaatschappij...............................................................................................................................75
3. Toekomst (nu)................................................................................................................................................76
H0: Inleiding algemene psychologie
4
Inhoudsopgave
H0: Inleiding algemene psychologie............................................................................................................... 4
Psychologie als wetenschap.................................................................................................................................5
Studie van het bewustzijn................................................................................................................................5
Studie van het onbewuste...............................................................................................................................5
Gedragswetenschap........................................................................................................................................5
Cognitieve wetenschap....................................................................................................................................6
Domeinen in de psychologie.................................................................................................................................7
5 basisdisciplines..............................................................................................................................................7
Theoretische en toegepaste psychologie........................................................................................................7
H1: Wat is consumentengedrag?.................................................................................................................... 7
1.1 Definitie..........................................................................................................................................................7
1.2 Aanbod van goederen en diensten.................................................................................................................8
Consumptiecultuur..........................................................................................................................................8
Ontstaan van consumptiecultuur....................................................................................................................8
PLC...................................................................................................................................................................8
1.3 Marketing vs (consumenten)psychologie......................................................................................................8
1.4 Benadering consumentengedrag...................................................................................................................9
1.5 Belangengroepen...........................................................................................................................................9
1.6 Belang van consumentengedrag....................................................................................................................9
7 P’s van dienstenmarketing.......................................................................................................................... 9
Product...............................................................................................................................................................10
Assortimentsbeleid – Product.......................................................................................................................10
Prijs.....................................................................................................................................................................11
Plaats..................................................................................................................................................................13
Promotie.............................................................................................................................................................13
Onzekerheid...................................................................................................................................................13
Communicatiedoelen.....................................................................................................................................14
Branding.........................................................................................................................................................14
Mediakanalen................................................................................................................................................14
Sales promotions...........................................................................................................................................14
Cross channel contentplan............................................................................................................................14
People.................................................................................................................................................................15
Personeel.......................................................................................................................................................15
Klanten...........................................................................................................................................................15
Proces.................................................................................................................................................................17
Core vs. Auxiliary...........................................................................................................................................17
Front office vs. Back office.............................................................................................................................17
1
, Groeien..........................................................................................................................................................17
Oefeningen: deel dienstenmarketing........................................................................................................... 18
H6: Persoonlijkheid en levensstijl................................................................................................................. 19
Motivatie............................................................................................................................................................20
Wat bepaald motivatie?................................................................................................................................20
Persoonlijke relevantie..................................................................................................................................20
Persoonlijkheid en levensstijl in marketing........................................................................................................22
H7: Consumptiecyclus.................................................................................................................................. 22
4 fasen................................................................................................................................................................23
Oriëntatiefase................................................................................................................................................23
2. Aankoopfase..............................................................................................................................................27
3 Gebruiksfase...............................................................................................................................................27
4. Afdankfase.................................................................................................................................................27
Opdrachten Consumptiecyclus...........................................................................................................................28
H2: Informatieverwerking............................................................................................................................ 29
Informatieverwerking.........................................................................................................................................30
1. Stimuli.............................................................................................................................................................30
2. Blootstelling....................................................................................................................................................30
keuze van media............................................................................................................................................31
Positionering van media................................................................................................................................31
Productditributie...........................................................................................................................................31
3. Gewaarwording..............................................................................................................................................32
Gewaarwording door zicht............................................................................................................................32
Gewaarwording door gehoor........................................................................................................................32
Gewaarwording door gehoor........................................................................................................................32
Gewaarwording door reuk.............................................................................................................................33
Gewaarwording door tast..............................................................................................................................33
Kruismodaliteit..............................................................................................................................................33
Algemeen gewaarwording.............................................................................................................................33
4. Perceptie.........................................................................................................................................................34
Principes van gestaltpsychologie...................................................................................................................34
Framing..........................................................................................................................................................35
Aandacht............................................................................................................................................................35
Persoonlijke factoren.....................................................................................................................................35
Stimulus factoren...........................................................................................................................................36
Mogelijke oplossingen...................................................................................................................................36
6. Begrip.............................................................................................................................................................36
Vervormingen door persoonlijke invloeden..................................................................................................37
7. Geheugen.......................................................................................................................................................37
9. Onderzoek......................................................................................................................................................39
Exposure fase.................................................................................................................................................39
Attentie fase...................................................................................................................................................39
Begrip fase.....................................................................................................................................................40
Onthoud fase.................................................................................................................................................40
H5: Leerprocessen........................................................................................................................................ 41
2
, 3 basiselementen...............................................................................................................................................41
Leren...................................................................................................................................................................41
Herhaling........................................................................................................................................................42
Bevestiging.....................................................................................................................................................42
Generalisatie..................................................................................................................................................42
Discriminatie..................................................................................................................................................43
H3: Motivatie, middelen, opportuniteit........................................................................................................ 43
Inleiding..............................................................................................................................................................43
Motivatie............................................................................................................................................................44
1.1 Waarden..................................................................................................................................................45
1.2 Behoeften................................................................................................................................................46
Gepercipieerd risico.......................................................................................................................................48
2. Oorpsrong motivatie......................................................................................................................................49
8 basismotivaties...........................................................................................................................................49
Effecten van motivatie...................................................................................................................................50
Betrokkenheidsgevoel...................................................................................................................................51
Middelen............................................................................................................................................................51
2.1 Productkennis en ervaring.......................................................................................................................52
2.2 Cognitieve stijl..........................................................................................................................................52
2.3 Complexiteit van informatie....................................................................................................................52
2.4 Intelligentie en leeftijd.............................................................................................................................52
2.5 Financiële middelen.................................................................................................................................52
3. Opportuniteit..................................................................................................................................................52
Tijd.................................................................................................................................................................52
Afleiding.........................................................................................................................................................53
H4: Emoties en attitudes.............................................................................................................................. 53
Emoties...............................................................................................................................................................53
8 types primaire emoties...............................................................................................................................54
Secundaire emoties.......................................................................................................................................54
Ontstaan........................................................................................................................................................54
Emoties meten...............................................................................................................................................54
2. Attitudevorming.............................................................................................................................................54
2.1 Ontstaan van attitudes............................................................................................................................55
2.2 Componenten van attitudes....................................................................................................................56
2.3 Meten van attitudes................................................................................................................................57
2.4 Attitude en gedrag...................................................................................................................................58
2.5 Beinvloeden van attitudes.......................................................................................................................58
Lage betrokkenheid – affectieve attitudevorming........................................................................................60
H8: Consument als lid van een groep............................................................................................................ 61
1. Gezin en huishouden......................................................................................................................................61
1.1 Definitie gezin..........................................................................................................................................61
1.2 Functies van het gezin (4 basisfuncties)..................................................................................................61
1.3 Consumptieve beslissingen en rollen in het gezin...................................................................................63
1.4 Invloed van kinderen in het beslissingsproces........................................................................................64
1.5 Kinderen en reclame................................................................................................................................64
1.6 Gezinslevencyclus....................................................................................................................................65
1.7 De cohorten theorie................................................................................................................................65
2. Referentiegroepen en personen.....................................................................................................................66
2.1 Soorten referentiegroepen......................................................................................................................66
3
, 2.2 Sociale effecten in referentiegroepen.....................................................................................................67
2.3 Invloed van referentiegroepen................................................................................................................68
2.4 Gebruik van referentiegroepsinvloed in de reclame...............................................................................68
2.5 Sociale communicatie..............................................................................................................................68
H11: Culturele invloeden.............................................................................................................................. 69
1. Sociologie.......................................................................................................................................................69
1.1 Sociaal handelen......................................................................................................................................69
1.2 Structuur..................................................................................................................................................70
1.3 Cultuur.....................................................................................................................................................70
1.3 Cultuurpatroon........................................................................................................................................71
1.4 Subcultuur................................................................................................................................................73
1.5 Sociale klasse...........................................................................................................................................74
2. Consumptiemaatschappij...............................................................................................................................75
3. Toekomst (nu)................................................................................................................................................76
H0: Inleiding algemene psychologie
4
