Marketing and communication
Inhoudsopgave
1 Price........................................................................................................................................................... 4
1.1 Factors influencing pricing..............................................................................................................................4
1.1.1 Internal factors.......................................................................................................................................4
1.1.2 External factors.......................................................................................................................................5
1.2 Pricing strategies............................................................................................................................................6
1.2.1 For new products....................................................................................................................................7
2 Product....................................................................................................................................................... 8
2.1 Levels of a product..........................................................................................................................................8
2.1.1 Core benefit/service...............................................................................................................................8
2.1.2 Actual/tangible product..........................................................................................................................8
2.1.3 Augmented product................................................................................................................................8
3 Promotion.................................................................................................................................................. 8
3.1 Promotional mix.............................................................................................................................................8
3.2 Effective communication...............................................................................................................................9
4 Place......................................................................................................................................................... 10
1 Purchase categories.................................................................................................................................. 11
1.1 Generally planned purchases.......................................................................................................................11
1.2 Specifically planned purchases.....................................................................................................................11
1.3 Replacement product- or brand purchase....................................................................................................11
1.4 Unplanned purchase.....................................................................................................................................11
2 How to influence customers? Part 1.......................................................................................................... 11
2.1 How to use pop-materials............................................................................................................................11
2.2 In store lay-out..............................................................................................................................................12
2.2.1 Divide into different departments........................................................................................................12
2.2.2 Divide product categories in logical groups.........................................................................................12
2.2.3 Certain lay-outs are extra attractive to customers...............................................................................12
2.3 Where to put which products?.....................................................................................................................13
2.3.1 Buying behavior towards certain products..........................................................................................13
2.3.2 Relation between products..................................................................................................................13
3 How to influence customers? Part 2.......................................................................................................... 13
1 New customer........................................................................................................................................... 14
2 Current market situation: trends............................................................................................................... 14
2.1 Trend 1: bankruptcies...................................................................................................................................14
2.2 Trend 2: E-tail...............................................................................................................................................14
1
2KMO07 Marketing and communication
, 2.3 Trend 3: physical + digital.............................................................................................................................14
2.4 Trend 4: shared economy.............................................................................................................................15
3 Omnichannel marketing............................................................................................................................ 15
3.1 What is omnichannel....................................................................................................................................15
3.2 Why use omnichannel..................................................................................................................................15
3.3 E-commerce..................................................................................................................................................15
3.4 Physical store................................................................................................................................................16
3.4.1 Physical store online............................................................................................................................16
3.4.2 Online physical store...........................................................................................................................16
3.5 Seamless transition.......................................................................................................................................16
3.6 Big data.........................................................................................................................................................17
1 Consumer features.................................................................................................................................... 18
2 Conversation manager.............................................................................................................................. 18
2.1 Brand............................................................................................................................................................19
2.2 Activation......................................................................................................................................................19
2.3 Conversation.................................................................................................................................................19
3 Steps to take in a conversation.................................................................................................................. 20
1 Trades and faires....................................................................................................................................... 21
1.1 Consumer fair versus trade show.................................................................................................................21
1.2 Consumer fair: B2C.......................................................................................................................................21
1.3 Trade show: B2B...........................................................................................................................................21
1.3.1 Intro......................................................................................................................................................21
1.3.2 Trends...................................................................................................................................................21
1.3.3 Types.....................................................................................................................................................22
1.3.4 E-fairs....................................................................................................................................................22
1.3.5 Why trade shows?................................................................................................................................22
1.3.6 Objectives of trade shows: why participate?.......................................................................................22
1.4 Target audience............................................................................................................................................23
1.5 Participate in trade shows: 5 components...................................................................................................23
2 B2B-marketing.......................................................................................................................................... 24
2.1 Intro..............................................................................................................................................................24
2.2 Differences with B2C-market........................................................................................................................24
2.2.1 Structure of the market & demand......................................................................................................24
2.2.2 Decision making unit............................................................................................................................24
2.2.3 Types of decisions & decision-making process....................................................................................25
2.2.4 Other features......................................................................................................................................25
2.3 Purchase categories in B2B..........................................................................................................................26
2.3.1 Routine purchase..................................................................................................................................26
2.3.2 Modified re-buy....................................................................................................................................26
2.3.3 New task...............................................................................................................................................26
2.4 Products and services in B2B........................................................................................................................27
2
2KMO07 Marketing and communication
, 2.5 What influences buyers in B2B?...................................................................................................................27
2.5.1 Surrounding factors..............................................................................................................................27
2.5.2 Organizational factors...........................................................................................................................27
2.5.3 Interpersonal factors............................................................................................................................27
2.5.4 Personal factors....................................................................................................................................27
1 What is direct marketing........................................................................................................................... 28
2 Why use direct marketing?........................................................................................................................ 28
2.1 CRM..............................................................................................................................................................28
2.2 Sales lead generation...................................................................................................................................29
2.3 Brand awareness..........................................................................................................................................29
3 The leaflet................................................................................................................................................. 29
3.1 Why...............................................................................................................................................................29
3.2 What.............................................................................................................................................................29
3.2.1 Copy......................................................................................................................................................29
3.2.2 Professional and attractive design........................................................................................................30
3
2KMO07 Marketing and communication
Inhoudsopgave
1 Price........................................................................................................................................................... 4
1.1 Factors influencing pricing..............................................................................................................................4
1.1.1 Internal factors.......................................................................................................................................4
1.1.2 External factors.......................................................................................................................................5
1.2 Pricing strategies............................................................................................................................................6
1.2.1 For new products....................................................................................................................................7
2 Product....................................................................................................................................................... 8
2.1 Levels of a product..........................................................................................................................................8
2.1.1 Core benefit/service...............................................................................................................................8
2.1.2 Actual/tangible product..........................................................................................................................8
2.1.3 Augmented product................................................................................................................................8
3 Promotion.................................................................................................................................................. 8
3.1 Promotional mix.............................................................................................................................................8
3.2 Effective communication...............................................................................................................................9
4 Place......................................................................................................................................................... 10
1 Purchase categories.................................................................................................................................. 11
1.1 Generally planned purchases.......................................................................................................................11
1.2 Specifically planned purchases.....................................................................................................................11
1.3 Replacement product- or brand purchase....................................................................................................11
1.4 Unplanned purchase.....................................................................................................................................11
2 How to influence customers? Part 1.......................................................................................................... 11
2.1 How to use pop-materials............................................................................................................................11
2.2 In store lay-out..............................................................................................................................................12
2.2.1 Divide into different departments........................................................................................................12
2.2.2 Divide product categories in logical groups.........................................................................................12
2.2.3 Certain lay-outs are extra attractive to customers...............................................................................12
2.3 Where to put which products?.....................................................................................................................13
2.3.1 Buying behavior towards certain products..........................................................................................13
2.3.2 Relation between products..................................................................................................................13
3 How to influence customers? Part 2.......................................................................................................... 13
1 New customer........................................................................................................................................... 14
2 Current market situation: trends............................................................................................................... 14
2.1 Trend 1: bankruptcies...................................................................................................................................14
2.2 Trend 2: E-tail...............................................................................................................................................14
1
2KMO07 Marketing and communication
, 2.3 Trend 3: physical + digital.............................................................................................................................14
2.4 Trend 4: shared economy.............................................................................................................................15
3 Omnichannel marketing............................................................................................................................ 15
3.1 What is omnichannel....................................................................................................................................15
3.2 Why use omnichannel..................................................................................................................................15
3.3 E-commerce..................................................................................................................................................15
3.4 Physical store................................................................................................................................................16
3.4.1 Physical store online............................................................................................................................16
3.4.2 Online physical store...........................................................................................................................16
3.5 Seamless transition.......................................................................................................................................16
3.6 Big data.........................................................................................................................................................17
1 Consumer features.................................................................................................................................... 18
2 Conversation manager.............................................................................................................................. 18
2.1 Brand............................................................................................................................................................19
2.2 Activation......................................................................................................................................................19
2.3 Conversation.................................................................................................................................................19
3 Steps to take in a conversation.................................................................................................................. 20
1 Trades and faires....................................................................................................................................... 21
1.1 Consumer fair versus trade show.................................................................................................................21
1.2 Consumer fair: B2C.......................................................................................................................................21
1.3 Trade show: B2B...........................................................................................................................................21
1.3.1 Intro......................................................................................................................................................21
1.3.2 Trends...................................................................................................................................................21
1.3.3 Types.....................................................................................................................................................22
1.3.4 E-fairs....................................................................................................................................................22
1.3.5 Why trade shows?................................................................................................................................22
1.3.6 Objectives of trade shows: why participate?.......................................................................................22
1.4 Target audience............................................................................................................................................23
1.5 Participate in trade shows: 5 components...................................................................................................23
2 B2B-marketing.......................................................................................................................................... 24
2.1 Intro..............................................................................................................................................................24
2.2 Differences with B2C-market........................................................................................................................24
2.2.1 Structure of the market & demand......................................................................................................24
2.2.2 Decision making unit............................................................................................................................24
2.2.3 Types of decisions & decision-making process....................................................................................25
2.2.4 Other features......................................................................................................................................25
2.3 Purchase categories in B2B..........................................................................................................................26
2.3.1 Routine purchase..................................................................................................................................26
2.3.2 Modified re-buy....................................................................................................................................26
2.3.3 New task...............................................................................................................................................26
2.4 Products and services in B2B........................................................................................................................27
2
2KMO07 Marketing and communication
, 2.5 What influences buyers in B2B?...................................................................................................................27
2.5.1 Surrounding factors..............................................................................................................................27
2.5.2 Organizational factors...........................................................................................................................27
2.5.3 Interpersonal factors............................................................................................................................27
2.5.4 Personal factors....................................................................................................................................27
1 What is direct marketing........................................................................................................................... 28
2 Why use direct marketing?........................................................................................................................ 28
2.1 CRM..............................................................................................................................................................28
2.2 Sales lead generation...................................................................................................................................29
2.3 Brand awareness..........................................................................................................................................29
3 The leaflet................................................................................................................................................. 29
3.1 Why...............................................................................................................................................................29
3.2 What.............................................................................................................................................................29
3.2.1 Copy......................................................................................................................................................29
3.2.2 Professional and attractive design........................................................................................................30
3
2KMO07 Marketing and communication
