Summary: Marketing Communications

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PLEASE KNOW!!! There are just 66 flashcards and notes available for this material. This summary might not be complete. Please search similar or other summaries.

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  • Lecture 1: Introduction

    This is a preview. There are 3 more flashcards available for chapter 04/06/2015
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  • What are the four instruments of the marketing mix?

    1. Product
    2. Price
    3. Place
    4. Promotions (=marketing communication)


    “All instruments by means of which the company communicates with its target groups and stakeholders to promote its products or the company as a whole”. 
  • Why focus on targeting needs instead of target groups?

    • People are less easily categorized in terms of fixed constructs
    • Some consumers don't want to be stereotyped
    • Needs: more specific, less restrictive


    But you should nonetheless have a clear idea about who to target
  • Why is Word of Mouth the most important type of 'free' promotion?

    Credibility, conformity and need to belong
  • What is the power of buzz marketing?

    In the eyes of consumers it looks spontaneous and unique rather than being something that is calculated and choreographed.
  • Lecture 2: Target groups & Positioning

    This is a preview. There are 4 more flashcards available for chapter 11/06/2015
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  • What are types of 'needs' marketing according to Kotler?

    • Responsive marketing: detecting & satisfying (e.g.: micro wave)
    • Anticipative marketing: a hidden need (bottled mineral water)
    • Need-shaping marketing: creating desire, new product
  • What are the three levels of target group profiling?

    1. General (demographics; lifestyle)
    2. Domain-specific
    3. Brand-specific
  • What is domain-specific segmentation?

    Relationship with product category:
    involvement, sought benefits & product goals
  • What are important profile segmentation criteria?

    • Measurable
    • Attainble
    • Substantial
    • Homogeneous


    Bruggetje: MASH
  • What are different positioning strategies?

    • Informational positioning: Relate to functional product aspects
    • Transformational positioning: Relate to lifestyle or values of consumers
    • Mixed positioning: Both informational and transformational
  • What are common positioning mistakes?

    • Under positioning: No clear, convincing benefit differentiating brand from competitors.
    • Over positioning: Too narrow positioning reducing number of interested consumers. 
    • Confusing positioning: Two or more conflicting benefits (safe and small?)
    • Irrelevant positioning: Claiming benefit nobody cares about (3TB vs. 3 TB storage?)
    • Dubious positioning: Claiming a benefit that does not reflect the brand in consumers' mind
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