Jan van den bergh Kauri Gent
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Aanraders beïnvloeden 20-‐50% van alle aankoopbeslissingen.
Aanraders beïnvloeden. Willens nillens.
Aanraders doen het hoe langer hoe meer.
Aanraders raden niet alleen aan, ze kopen vaak ook opnieuw en zijn … vergevingsgezind.
Aanraders doen het -‐nog steeds-‐ in hoofdzaak offline.
While retailers were initially terrified of what bad reviews could do to their bottom line, they've since witnessed the power of a rave review and embraced the practice. Despite initial fears, says Craig Berman, Amazon's vice president of global communications, product reviews have only served to increase their customer loyalty. "It helped us build customer trust," he says. "It put us in a special place with customers in that they could come to the site and get honest and comprehensive — and over time, very substantial — firsthand knowledge from other customers." Berman says the company has some reviewers who take online shopping to heart. "There are some customers who are extraordinarily proud of being one of our top reviewers — they take their job really seriously." Some of Amazon's customers are voracious readers who consider it their duty to review one or two books every single week. While the company may have come a long way from its roots, the company's original specialty has not been forgotten.
Read more: http://www.time.com/time/business/article/0,8599,2004089,00.html#ixzz2TvUHmQBF
July 16, 1995
“
“
Kopen en intens verder “verkopen”.
Welke dingen raden aanraders aan?
De moIeven van die aanraders?
Despite the broad agreement, the American retail giants Wal-Mart Stores and Gap have declined to endorse the pact, citing legal concerns. Both say they will continue pursuing their own worker safety programs.
For many activists, the question is why H&M, with its outsize influence in the apparel industry, did not take that step sooner — especially after a deadly fire in 2010 killed 21 people at the Garib & Garib sweater factory in Bangladesh, for which H&M was a major customer.
“This was exactly the right thing to do three years ago — but they didn’t do it,” said Ineke Zeldenrust, international coordinator for the Clean Clothes Campaign, a group opposing sweatshops, based in Amsterdam. Moving sooner, she said, “could have helped avoid these deaths.”
Even after the Rana Plaza disaster, H&M required persuading, said Jyrki Raina, the general secretary for IndustriALL Global Union, a federation of 50 million workers from 140 countries who also negotiated the binding accord with H&M and other retailers. “Unless they were really pushed,” he said, “we would not be where we are today.”
Wat is er ondertussen met de reclame gebeurd?
“Don’t trust it. Nothing but lies. I’ll ask my friends or colleagues”
“I don’t care. Will search when I need something.”
“Haven’t even seen it.”
“Nice ad, but so what? Not relevant for me.”
“So stupid”.
“Too many ads. I avoid them”
“Not for me. I just bought my stuff”
you
you you
Ad agency
Brand
Ads
Media
1980-‐1990:Adver,sing +10% = +2.2% marketshare 2008:Adver,sing +20% = +2.2% marketshare
“ …. the authors conduct a meta-‐analysis of 751 short-‐term and 402 long-‐term direct-‐to-‐consumer brand adver?sing elas?ci?es es?mated in 56 studies published between 1960 and 2008. the study finds several new empirical generaliza?ons about adver?sing elas?city. the most important are as follows: the average short-‐term adver?sing elas?city is .12, which is substan?ally lower than the prior meta-‐analy?c mean of .22; there has been a decline in the adver?sing elas?city over ?me.”
Gerard Tellis, PhD Michigan, is Professor of Marke,ng, Management, and Organiza,on, Neely Chair of American Enterprise, and Director of the Center for Global Innova,on, at the USC Marshall School of Business. He is Dis,nguished Visitor of Marke,ng Research, Erasmus University, RoUerdam and has been Visi,ng Chair of Marke,ng, Strategy, and Innova,on at the Judge Business School, Cambridge University, UK. Tellis specializes in the areas of innova,on, adver,sing, global strategy, market entry, new product growth, promo,on, and pricing.
Prof. Dr. Gerard Tellis
En toch groeiden de reclame-‐uitgaven (in de US) sneller dan BNP en Mediaan Salaris
En het gaat maar door. Ook al had Europa een dipje in 2012.
Ondanks alles groeien de reclame-‐uitgaven straks gewoon door. Hoe komt dat?
+7% +3,8% +3,8% +4,6% +5,2% YOY-growth
2010
2011
2012
2013
2014
Amazon spent $500 million
$557 billion in 2012
Aankoop-, productie-, hr-kosten: lager en lager.
Verkoopprijs en verkoopvolume maximaliseren
Winst (maximalisatie)
Reclame was één van de sterkste middelen om Volume en Marges de hoogte in te jagen en Nieuwe Markten te veroveren.
Het verschil tussen een aanradersbier en een “reclamebiertje”.
http://www.ratebeer.com/
Het verschil tussen het vermogen vergaard via het “reclamebiertje” en het aanradersbier.
€ 270 million
$11 billion
Een deel van de 1% … die hebben reclame nodig. Ook in China!
”Verdienen deze 10% “rijken” maar 7.000€ / jaar of … 15 à 16.000?”
For 2012, the na,onal G.D.P. figure is es,mated to be nearly 52 trillion renminbi (about $8.3 trillion,) while the provincial total was nearly 58 trillion (about $9.3 trillion.)
“Media exposes total G.D.P. of all provinces exceeds na,onal G.D.P. by over 5 trillion renminbi,” (the exact figure was 5.76 trillion,) a headline announced in the 21CN News.
The gap is gefng bigger, fast: in 2009, total provincial G.D.P. was nearly 2.7 trillion more than na,onal G.D.P.; in 2010 it was more than 3 trillion; in 2011 it was 4.6 trillion, the Beijing News reported.
In a chain of exaggera,on that begins at the village or county level, the figures pile up un,l they overreach any possible na,onal total, the ar,cles indicate.
9% 9% 1%
10% 10% 10% 10% 10% 10% 10% 10% 10%
Weinig verdieners Veel verdieners
Minder dan 2€ per dag
Meer dan 40€ per dag
Grote markten. Grote reclamelanden. Grote Gini-‐kampioenen.
0.474 or 0.61? 0.469
Griekenland zonder reclame. Winter 2013 -‐ De Morgen
Dank voor het luisteren. Vragen mailen op [email protected]
Annex.
Op 80,000 restaurants in Fr minder dan 10% garanderen dat de ingrediënten vers zijn schotels ter plekke
klaargemaakt.
Vlees, wijn, groenten en arbeid voor Boeuf Bourguignon = €3.53 Hetzelfde kant-en-klaar van Davigel (Nestlé) = €3.1 Verschil = 10% Verkoopprijs in restaurant blijft €18
“Restaurant owners argue that the 36.3% increase in real terms in France's minimum wage since 1990 has forced them to cut costs aggressively to preserve their profit margins.”
1995: minst betaalde hulp = €12,610/jaar 2012: minst betalade hulp = €25,153/jaar
“We hebben de media nodig. Ze coveren in ieder geval de schandalen.”
hUp://www.slideshare.net/EdelmanInsights/global-‐deck-‐2013-‐edelman-‐trust-‐barometer-‐16086761
De Chinezen “vertrouwen” hun banken. Wij niet.
De zeer geliefde banken in China.