Summary: Marketing Communications

Read the summary and the most important questions on Marketing Communications

• Lecture 1: Introduction

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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

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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