Inhoudsopgave
INTRODUCTIE MARKETINGCOMMUNICATIE ................................................................................................... 5
MARKETING = MARKET + GETTING à BEHOEFTEN VAN DE AFNEMER AFSTEMMEN à NAAR MARKT GAAN, DEZE VEROVEREN EN
BEHOUDEN............................................................................................................................................................. 5
SEGMENTATIE, TARGETING EN POSITIONERING - PWP ................................................................................... 5
1. MARKETINGSEGMENTATIE ............................................................................................................................... 5
1. Geografische segmentatie ................................................................................................................... 5
2. Demografische segmentatie ................................................................................................................ 5
3. Psychografische segmentatie............................................................................................................... 5
BUYER PERSONA ..................................................................................................................................................... 5
2. TARGETING................................................................................................................................................... 5
1. Ongedifferentieerde marktbenadering / marktaggregratie ................................................................ 5
2. Geconcentreerde marktbenadering ..................................................................................................... 5
3. Gedifferentieerde marktbenadering .................................................................................................... 5
3. POSITIONERING ............................................................................................................................................. 6
POSITIONETINGSDIMENSIES ........................................................................................................................... 6
USP: UNIQUE SELLING PROPOSITION (INFORMATIONELE, FUNCTIONEEL POSITIONERING) ....................................................... 6
ESP: EMOTIONAL SELLING PROPOSITION (POSITIONERING, TRANSFORMATIONEEL) .............................................................. 6
TWEEZIJDIGE POSITIONERING ..................................................................................................................................... 6
XSP: EXPERIENCE SELLING PROPOSITION (BELEVING) ..................................................................................................... 6
7 “BASISBENADERINGEN” .............................................................................................................................. 6
1. POSITIONING BY ATTRIBUTE (KENMERK) ............................................................................................................. 6
2. POSITIONING BY PRICE OR QUALITY ................................................................................................................... 6
3. POSITIONING BY USE OR APPLICATION ................................................................................................................ 6
4. POSITIONING BY PRODUCT USER ....................................................................................................................... 7
5. POSITIONING BY PRODUCT CLASS ...................................................................................................................... 7
6. POSITIONING BY COMPETITOR .......................................................................................................................... 7
7. POSITIONING BY CULTURAL SYMBOL .................................................................................................................. 7
POSITIONERINGSSTRATEGIE ONTWIKKELEN - PWP ......................................................................................... 7
1. ANALYSEREN POSITIES VAN DE CONCURRENTEN ................................................................................................... 7
2. EIGEN CONCURRENTIEVOORDEEL BEPALEN .......................................................................................................... 7
3. AFSTEMMEN MARKETINGMIX (4 ELEMENTEN)..................................................................................................... 7
4. EVALUEREN EN AANPASSEN WAAR NODIG ........................................................................................................... 7
5. REKENING HOUDEN MET DE 5 POSITIONERINGSPRINCIPES ...................................................................................... 7
TOP OF MIND (= TOM) AWARENESS ............................................................................................................... 8
POSITIONERINGSSTRATEGIE ONTWIKKELEN ................................................................................................... 8
1. ANALYSEREN POSITIES VAN DE CONCURRENTEN ................................................................................................... 8
2. EIGEN CONCURRENTIEVOORDEEL BEPALEN .......................................................................................................... 8
3. AFSTEMMEN MARKETINGMIX .......................................................................................................................... 8
4. EVALUEREN EN AANPASSEN WAAR NODIG ........................................................................................................... 8
5. REKENING HOUDEN MET DE 5 POSITIONERINGSPRINCIPES ...................................................................................... 8
HERPOSITIONERING / REBRANDING ............................................................................................................... 8
PRODUCTBELEID, PRIJSBELEID & DISTRIBUTIEBELEID...................................................................................... 9
PRODUCTLEVENSCYCLUS (PLC) ....................................................................................................................... 9
1E FASE: INTRODUCTIEFASE ....................................................................................................................................... 9
2E FASE: GROEIFASE ................................................................................................................................................. 9
3E FASE: VOLWASSENHEIDSFASE ................................................................................................................................. 9
4E FASE: NEERGANGSFASE ......................................................................................................................................... 9
PRODUCTNIVEAU ......................................................................................................................................... 10
1. KERNPRODUCT ............................................................................................................................................ 10
2. WERKELIJK PRODUCT .................................................................................................................................... 10
3. UITGEBREID PRODUCT .................................................................................................................................. 10
SOORTEN PRODUCTEN ................................................................................................................................. 10
1
, • PRODUCTINDELING VOLGENS LEVENSDUUR ....................................................................................................... 10
oGebruiksgoederen .............................................................................................................................. 10
oVerbruiksgoederen ............................................................................................................................. 10
• PRODUCTINDELING VOLGENS AFNEMER (DOOR WIE GEBRUIKT EN WAARVOOR?) ...................................................... 10
o Consumentenproduct ......................................................................................................................... 10
o Industrieel goed ................................................................................................................................. 10
INDELING CONSUMENTENPRODUCTEN VOLGENS COPELAND....................................................................... 10
• CONVENIENCE GOODS .................................................................................................................................. 10
• SHOPPING GOODS ........................................................................................................................................ 10
• SPECIALTY GOODS ........................................................................................................................................ 10
• UNSOUGHT GOODS ...................................................................................................................................... 10
MERKENBELEID ............................................................................................................................................ 10
BRAND EQUITY (= MERKWAARDE) ............................................................................................................................ 10
ASPECTEN VAN EEN MERK ....................................................................................................................................... 11
SOORTEN MERKEN ................................................................................................................................................. 11
Fabrikantenmerken (F-Merk)....................................................................................................................... 11
Distribuantenmerken (D-Merk) ................................................................................................................... 11
VERPAKKING ................................................................................................................................................ 11
• TECHNISCHE FUNCTIE ................................................................................................................................... 11
• MARKETINGFUNCTIES ................................................................................................................................... 11
PRIJSBELEID .................................................................................................................................................. 12
1. PRIJS VANUIT HET STANDPUNT VAN DE PRODUCENT ............................................................................................ 12
2. PRIJS VANUIT HET STANDPUNT VAN DE CONSUMENT ........................................................................................... 12
3. PRIJSSTRATEGIEËN ....................................................................................................................................... 12
1. Actief versus passief? ......................................................................................................................... 12
2. Introductie versus reactie? ................................................................................................................. 12
3. Concurrentiegeoriënteerd (hoe reageer ik op de prijs van concurrenten?) ....................................... 13
4. Kostgeoriënteerd................................................................................................................................ 13
5. Vraaggeoriënteerd ............................................................................................................................. 13
DISTRIBUTIEBELEID ...................................................................................................................................... 13
BELANG DISTRIBUTIE .............................................................................................................................................. 13
DISTRIBUTIEMIX .................................................................................................................................................... 13
DISTRIBUTIEBELEID ................................................................................................................................................ 13
• Directe distributie............................................................................................................................... 13
• Indirecte distributie ............................................................................................................................ 13
DISTRIBUTIEBELEID ................................................................................................................................................ 13
HYBRIDE MARKETINGSYSTEMEN / MULTICHANNELING................................................................................................... 14
DISTRIBUTIE-INTENSITEIT ........................................................................................................................................ 14
HOE KAN FABRIKANT DE VERKOOP DOOR HANDELAARS STIMULEREN? .............................................................................. 14
• Push-strategie .................................................................................................................................... 14
• Pull-strategie ...................................................................................................................................... 14
• Push- én pull-strategie ....................................................................................................................... 14
DETAILHANDEL ............................................................................................................................................. 14
TRENDS ............................................................................................................................................................... 14
• Mondiale uitbereiding ........................................................................................................................ 14
• Branchevervaging .............................................................................................................................. 14
• Nieuwe vormen + kortere detailhandelcycli ....................................................................................... 14
• Retailtechnologie ............................................................................................................................... 14
WELK EFFECT WORDT ER VERWACHT VAN ONZE RECLAME? ........................................................................ 15
KENNIS................................................................................................................................................................ 15
HOUDING / ATTITUDE ............................................................................................................................................ 15
GEDRAG .............................................................................................................................................................. 15
AIDAS-MODEL .............................................................................................................................................. 16
ATTENTION – FASE 1.............................................................................................................................................. 16
INTEREST – FASE 2................................................................................................................................................. 16
2
, DESIRE – FASE 3.................................................................................................................................................... 16
ACTION – FASE 4................................................................................................................................................... 16
SATISFACTION....................................................................................................................................................... 16
VORMEN VAN RECLAME............................................................................................................................... 17
1. ACTIERECLAME ............................................................................................................................................ 17
2. THEMARECLAME.......................................................................................................................................... 17
3. COLLECTIEVE RECLAME.................................................................................................................................. 17
4. SELECTIEVE RECLAME .................................................................................................................................... 17
5. COÖPERATIEVE RECLAME............................................................................................................................... 17
6. INSTITUTIONELE RECLAME.............................................................................................................................. 17
7. IDEËLE RECLAME .......................................................................................................................................... 17
8. VERGELIJKENDE RECLAME .............................................................................................................................. 18
9. INHAKENDE RECLAME ................................................................................................................................... 18
10. B2C- VS. B2B-RECLAME .......................................................................................................................... 18
11. ADVERTORIAL......................................................................................................................................... 18
(MASSA)MEDIUM......................................................................................................................................... 18
1. TELEVISIE ................................................................................................................................................... 18
2. RADIO ....................................................................................................................................................... 19
3. PRINTMEDIA ............................................................................................................................................... 19
4. OUTDOORMEDIA ......................................................................................................................................... 19
5. CINEMA ..................................................................................................................................................... 19
6. ONLINE...................................................................................................................................................... 20
1. Social media advertising (inclusief remarketing) ............................................................................... 20
2. Search Engine advertising .................................................................................................................. 20
3. Display advertising ............................................................................................................................. 20
4. Affiliate marketing ............................................................................................................................. 20
MEDIAPLANNING ......................................................................................................................................... 21
MEDIAPLAN: ........................................................................................................................................................ 21
1. MARKT ...................................................................................................................................................... 21
2. DOELSTELLINGEN ......................................................................................................................................... 21
3. DOELGROEP................................................................................................................................................ 21
4. MEDIASTRATEGIE ........................................................................................................................................ 21
5. UITVOERINGSSCHEMA .................................................................................................................................. 21
6. CAMPAGNEMETING...................................................................................................................................... 21
INTERACTIEMARKETING - PWP ..................................................................................................................... 21
BIG DATA ............................................................................................................................................................. 22
E-MAILMARKETING ...................................................................................................................................... 23
EVENT DRIVEN ............................................................................................................................................. 24
OWNED MEDIA: ........................................................................................................................................... 24
PAID / BOUGHT MEDIA: ............................................................................................................................... 24
EARNED MEDIA: ........................................................................................................................................... 24
MEDIA OM ADRESSEN TE VINDEN: ............................................................................................................... 25
1. PRINTMEDIA: .............................................................................................................................................. 25
2. TELEVISIESPOT > MENSEN NAAR WEBSITE STUREN VOOR: ..................................................................................... 25
5. ONGEADRESSEERDE “OWNED” PRINT: ............................................................................................................. 25
MEDIA OM ADRESSEN SLIM TE GEBRUIKEN: ................................................................................................. 25
1. DIRECT MAIL: .............................................................................................................................................. 25
2. E-MAILMARKETING: ..................................................................................................................................... 25
3. TELEMARKETING: ......................................................................................................................................... 25
PERSOONLIJKE VERKOOP: ZONDER MEDIA ................................................................................................... 25
CONTENT MARKETING & PUBLIC RELATIONS - PWP...................................................................................... 25
CONTENTMARKETING ............................................................................................................................................. 25
4 C’S VAN CONTENTMARKETING? ............................................................................................................................. 25
PUBLIC RELATIONS: PR ................................................................................................................................. 28
3
INTRODUCTIE MARKETINGCOMMUNICATIE ................................................................................................... 5
MARKETING = MARKET + GETTING à BEHOEFTEN VAN DE AFNEMER AFSTEMMEN à NAAR MARKT GAAN, DEZE VEROVEREN EN
BEHOUDEN............................................................................................................................................................. 5
SEGMENTATIE, TARGETING EN POSITIONERING - PWP ................................................................................... 5
1. MARKETINGSEGMENTATIE ............................................................................................................................... 5
1. Geografische segmentatie ................................................................................................................... 5
2. Demografische segmentatie ................................................................................................................ 5
3. Psychografische segmentatie............................................................................................................... 5
BUYER PERSONA ..................................................................................................................................................... 5
2. TARGETING................................................................................................................................................... 5
1. Ongedifferentieerde marktbenadering / marktaggregratie ................................................................ 5
2. Geconcentreerde marktbenadering ..................................................................................................... 5
3. Gedifferentieerde marktbenadering .................................................................................................... 5
3. POSITIONERING ............................................................................................................................................. 6
POSITIONETINGSDIMENSIES ........................................................................................................................... 6
USP: UNIQUE SELLING PROPOSITION (INFORMATIONELE, FUNCTIONEEL POSITIONERING) ....................................................... 6
ESP: EMOTIONAL SELLING PROPOSITION (POSITIONERING, TRANSFORMATIONEEL) .............................................................. 6
TWEEZIJDIGE POSITIONERING ..................................................................................................................................... 6
XSP: EXPERIENCE SELLING PROPOSITION (BELEVING) ..................................................................................................... 6
7 “BASISBENADERINGEN” .............................................................................................................................. 6
1. POSITIONING BY ATTRIBUTE (KENMERK) ............................................................................................................. 6
2. POSITIONING BY PRICE OR QUALITY ................................................................................................................... 6
3. POSITIONING BY USE OR APPLICATION ................................................................................................................ 6
4. POSITIONING BY PRODUCT USER ....................................................................................................................... 7
5. POSITIONING BY PRODUCT CLASS ...................................................................................................................... 7
6. POSITIONING BY COMPETITOR .......................................................................................................................... 7
7. POSITIONING BY CULTURAL SYMBOL .................................................................................................................. 7
POSITIONERINGSSTRATEGIE ONTWIKKELEN - PWP ......................................................................................... 7
1. ANALYSEREN POSITIES VAN DE CONCURRENTEN ................................................................................................... 7
2. EIGEN CONCURRENTIEVOORDEEL BEPALEN .......................................................................................................... 7
3. AFSTEMMEN MARKETINGMIX (4 ELEMENTEN)..................................................................................................... 7
4. EVALUEREN EN AANPASSEN WAAR NODIG ........................................................................................................... 7
5. REKENING HOUDEN MET DE 5 POSITIONERINGSPRINCIPES ...................................................................................... 7
TOP OF MIND (= TOM) AWARENESS ............................................................................................................... 8
POSITIONERINGSSTRATEGIE ONTWIKKELEN ................................................................................................... 8
1. ANALYSEREN POSITIES VAN DE CONCURRENTEN ................................................................................................... 8
2. EIGEN CONCURRENTIEVOORDEEL BEPALEN .......................................................................................................... 8
3. AFSTEMMEN MARKETINGMIX .......................................................................................................................... 8
4. EVALUEREN EN AANPASSEN WAAR NODIG ........................................................................................................... 8
5. REKENING HOUDEN MET DE 5 POSITIONERINGSPRINCIPES ...................................................................................... 8
HERPOSITIONERING / REBRANDING ............................................................................................................... 8
PRODUCTBELEID, PRIJSBELEID & DISTRIBUTIEBELEID...................................................................................... 9
PRODUCTLEVENSCYCLUS (PLC) ....................................................................................................................... 9
1E FASE: INTRODUCTIEFASE ....................................................................................................................................... 9
2E FASE: GROEIFASE ................................................................................................................................................. 9
3E FASE: VOLWASSENHEIDSFASE ................................................................................................................................. 9
4E FASE: NEERGANGSFASE ......................................................................................................................................... 9
PRODUCTNIVEAU ......................................................................................................................................... 10
1. KERNPRODUCT ............................................................................................................................................ 10
2. WERKELIJK PRODUCT .................................................................................................................................... 10
3. UITGEBREID PRODUCT .................................................................................................................................. 10
SOORTEN PRODUCTEN ................................................................................................................................. 10
1
, • PRODUCTINDELING VOLGENS LEVENSDUUR ....................................................................................................... 10
oGebruiksgoederen .............................................................................................................................. 10
oVerbruiksgoederen ............................................................................................................................. 10
• PRODUCTINDELING VOLGENS AFNEMER (DOOR WIE GEBRUIKT EN WAARVOOR?) ...................................................... 10
o Consumentenproduct ......................................................................................................................... 10
o Industrieel goed ................................................................................................................................. 10
INDELING CONSUMENTENPRODUCTEN VOLGENS COPELAND....................................................................... 10
• CONVENIENCE GOODS .................................................................................................................................. 10
• SHOPPING GOODS ........................................................................................................................................ 10
• SPECIALTY GOODS ........................................................................................................................................ 10
• UNSOUGHT GOODS ...................................................................................................................................... 10
MERKENBELEID ............................................................................................................................................ 10
BRAND EQUITY (= MERKWAARDE) ............................................................................................................................ 10
ASPECTEN VAN EEN MERK ....................................................................................................................................... 11
SOORTEN MERKEN ................................................................................................................................................. 11
Fabrikantenmerken (F-Merk)....................................................................................................................... 11
Distribuantenmerken (D-Merk) ................................................................................................................... 11
VERPAKKING ................................................................................................................................................ 11
• TECHNISCHE FUNCTIE ................................................................................................................................... 11
• MARKETINGFUNCTIES ................................................................................................................................... 11
PRIJSBELEID .................................................................................................................................................. 12
1. PRIJS VANUIT HET STANDPUNT VAN DE PRODUCENT ............................................................................................ 12
2. PRIJS VANUIT HET STANDPUNT VAN DE CONSUMENT ........................................................................................... 12
3. PRIJSSTRATEGIEËN ....................................................................................................................................... 12
1. Actief versus passief? ......................................................................................................................... 12
2. Introductie versus reactie? ................................................................................................................. 12
3. Concurrentiegeoriënteerd (hoe reageer ik op de prijs van concurrenten?) ....................................... 13
4. Kostgeoriënteerd................................................................................................................................ 13
5. Vraaggeoriënteerd ............................................................................................................................. 13
DISTRIBUTIEBELEID ...................................................................................................................................... 13
BELANG DISTRIBUTIE .............................................................................................................................................. 13
DISTRIBUTIEMIX .................................................................................................................................................... 13
DISTRIBUTIEBELEID ................................................................................................................................................ 13
• Directe distributie............................................................................................................................... 13
• Indirecte distributie ............................................................................................................................ 13
DISTRIBUTIEBELEID ................................................................................................................................................ 13
HYBRIDE MARKETINGSYSTEMEN / MULTICHANNELING................................................................................................... 14
DISTRIBUTIE-INTENSITEIT ........................................................................................................................................ 14
HOE KAN FABRIKANT DE VERKOOP DOOR HANDELAARS STIMULEREN? .............................................................................. 14
• Push-strategie .................................................................................................................................... 14
• Pull-strategie ...................................................................................................................................... 14
• Push- én pull-strategie ....................................................................................................................... 14
DETAILHANDEL ............................................................................................................................................. 14
TRENDS ............................................................................................................................................................... 14
• Mondiale uitbereiding ........................................................................................................................ 14
• Branchevervaging .............................................................................................................................. 14
• Nieuwe vormen + kortere detailhandelcycli ....................................................................................... 14
• Retailtechnologie ............................................................................................................................... 14
WELK EFFECT WORDT ER VERWACHT VAN ONZE RECLAME? ........................................................................ 15
KENNIS................................................................................................................................................................ 15
HOUDING / ATTITUDE ............................................................................................................................................ 15
GEDRAG .............................................................................................................................................................. 15
AIDAS-MODEL .............................................................................................................................................. 16
ATTENTION – FASE 1.............................................................................................................................................. 16
INTEREST – FASE 2................................................................................................................................................. 16
2
, DESIRE – FASE 3.................................................................................................................................................... 16
ACTION – FASE 4................................................................................................................................................... 16
SATISFACTION....................................................................................................................................................... 16
VORMEN VAN RECLAME............................................................................................................................... 17
1. ACTIERECLAME ............................................................................................................................................ 17
2. THEMARECLAME.......................................................................................................................................... 17
3. COLLECTIEVE RECLAME.................................................................................................................................. 17
4. SELECTIEVE RECLAME .................................................................................................................................... 17
5. COÖPERATIEVE RECLAME............................................................................................................................... 17
6. INSTITUTIONELE RECLAME.............................................................................................................................. 17
7. IDEËLE RECLAME .......................................................................................................................................... 17
8. VERGELIJKENDE RECLAME .............................................................................................................................. 18
9. INHAKENDE RECLAME ................................................................................................................................... 18
10. B2C- VS. B2B-RECLAME .......................................................................................................................... 18
11. ADVERTORIAL......................................................................................................................................... 18
(MASSA)MEDIUM......................................................................................................................................... 18
1. TELEVISIE ................................................................................................................................................... 18
2. RADIO ....................................................................................................................................................... 19
3. PRINTMEDIA ............................................................................................................................................... 19
4. OUTDOORMEDIA ......................................................................................................................................... 19
5. CINEMA ..................................................................................................................................................... 19
6. ONLINE...................................................................................................................................................... 20
1. Social media advertising (inclusief remarketing) ............................................................................... 20
2. Search Engine advertising .................................................................................................................. 20
3. Display advertising ............................................................................................................................. 20
4. Affiliate marketing ............................................................................................................................. 20
MEDIAPLANNING ......................................................................................................................................... 21
MEDIAPLAN: ........................................................................................................................................................ 21
1. MARKT ...................................................................................................................................................... 21
2. DOELSTELLINGEN ......................................................................................................................................... 21
3. DOELGROEP................................................................................................................................................ 21
4. MEDIASTRATEGIE ........................................................................................................................................ 21
5. UITVOERINGSSCHEMA .................................................................................................................................. 21
6. CAMPAGNEMETING...................................................................................................................................... 21
INTERACTIEMARKETING - PWP ..................................................................................................................... 21
BIG DATA ............................................................................................................................................................. 22
E-MAILMARKETING ...................................................................................................................................... 23
EVENT DRIVEN ............................................................................................................................................. 24
OWNED MEDIA: ........................................................................................................................................... 24
PAID / BOUGHT MEDIA: ............................................................................................................................... 24
EARNED MEDIA: ........................................................................................................................................... 24
MEDIA OM ADRESSEN TE VINDEN: ............................................................................................................... 25
1. PRINTMEDIA: .............................................................................................................................................. 25
2. TELEVISIESPOT > MENSEN NAAR WEBSITE STUREN VOOR: ..................................................................................... 25
5. ONGEADRESSEERDE “OWNED” PRINT: ............................................................................................................. 25
MEDIA OM ADRESSEN SLIM TE GEBRUIKEN: ................................................................................................. 25
1. DIRECT MAIL: .............................................................................................................................................. 25
2. E-MAILMARKETING: ..................................................................................................................................... 25
3. TELEMARKETING: ......................................................................................................................................... 25
PERSOONLIJKE VERKOOP: ZONDER MEDIA ................................................................................................... 25
CONTENT MARKETING & PUBLIC RELATIONS - PWP...................................................................................... 25
CONTENTMARKETING ............................................................................................................................................. 25
4 C’S VAN CONTENTMARKETING? ............................................................................................................................. 25
PUBLIC RELATIONS: PR ................................................................................................................................. 28
3
