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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing: hoofdstuk 7: Producten, diensten en merkenstrategie
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Hoofdstuk 7: Producten, diensten enmerkenstrategie
Marketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 7: Producten, diensten en merkenstrategie
Inhoudsopgave
7.1 Wat is een product? .......................................................................................................................... 4
7.1.1 Producten en diensten ............................................................................................................... 4
Niveaus van producten.................................................................................................................... 4
7.1.2 Classificaties van producten en diensten ................................................................................... 4
Consumentenproducten ................................................................................................................. 4
Industriële producten ...................................................................................................................... 5
Organisaties, personen, plaatsen en maatschappelijke ideeën ...................................................... 5
7.2 Product- en dienstbeslissingen.......................................................................................................... 5
Product- en dienstkenmerken ......................................................................................................... 5
Merk(geving) ................................................................................................................................... 6
Verpakking ....................................................................................................................................... 6
Labeling ........................................................................................................................................... 6
7.2.2 Productlijnbeslissingen ............................................................................................................... 6
7.2.3 Beslissingen over het assortiment.............................................................................................. 6
7.3 Marketing van diensten..................................................................................................................... 7
7.3.2 Dienstencontinuüm .................................................................................................................... 7
7.3.3 Interactive consumptie .............................................................................................................. 8
Dienstenmarketingsysteem............................................................................................................. 8
7.3.4 Marketingstrategieën voor dienstverlenende bedrijven ........................................................... 8
Interne en interactieve marketing ...................................................................................................... 8
Je onderscheiden van de concurrentie ........................................................................................... 9
Servicekwaliteit beheren ................................................................................................................. 9
Productiviteit beheren .................................................................................................................. 10
7.4 Merkenstrategie .............................................................................................................................. 10
7.4.1 Brand equity ............................................................................................................................. 10
7.4.2 Sterke merken opbouwen ........................................................................................................ 10
Merkpositionering ......................................................................................................................... 10
Een merknaam selecteren ............................................................................................................. 11
Merkeigenaar ................................................................................................................................ 11
Merken ontwikkelen ..................................................................................................................... 11
7.4.3 Merken beheren ....................................................................................................................... 11
7.5 Strategie voor het ontwikkelen van nieuwe producten .................................................................. 12
Het genereren van ideeën ............................................................................................................. 12
Ideeën screenen ............................................................................................................................ 12
Ontwikkeling en testen van het concept....................................................................................... 12
2|Pagina
, Hoofdstuk 7: Producten, diensten en merkenstrategie
Het ontwikkelen van een marketingstrategie ............................................................................... 12
Bedrijfseconomische analyse ........................................................................................................ 13
Productontwikkeling ..................................................................................................................... 13
Testmarketing................................................................................................................................ 13
Productintroductie ........................................................................................................................ 13
De ontwikkeling van nieuwe producten organiseren ................................................................... 13
7.6 Productlevenscyclusstrategieën ...................................................................................................... 14
7.6.1 Afwijkingen ............................................................................................................................... 14
Begrippenlijst......................................................................................................................................... 16
3|Pagina
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