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Samenvatting slides voor eindtoets Marketing
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Lecture notes of 24 pages for the course Marketing Bedrijfskunde at RuG
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Hoorcollege 5-Tangible goods
-Intangible services
,Convenience products: Consumer products and services that the
customer usually buys frequently,
immediately, and with a minimum
comparison and buying effort
, Shopping product: consumer products and services that the customer
compares carefully on suitability, quality price and style
Specialty products: consumer products and services with unique
characterisics or brand identification for which a significant group of
buyers is willing to make a special purchase effort
Unsought product: consumer products that the consumer does not
know about or knows about but does not normally think of buying
Product mix consists of all the products and items that are particular
seller offers for safe
-Width
-Length
-Depth
-Consistency
Specifics of services
-Intangible
-Variability in quality
-Not inseperable
-Perishable
Brand: is the name term sign of design- or a combination of these –
that identifies the maker or seller of a product of service
Brand equity: the differential effect that knowing the brand name has
on customer response to the product or its marketing.
Brands with strongequity have many competitive advantages:
-High consumer awareness
-Strong brand loyalty
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