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Hoorcollege aantekeningen Internationale Marketing (Capita Selecta) - Week 5
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Onderwerpen: - Alles over de 4 p's en hoe je deze kunt indelen als je internationaal gaat handelen - Incoterms
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CS HC Week 5Week 5
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● Afgeleide eigenschappen (totale product) - Heineken is een premium biermerk in het buitenland
(door communicatie)
Wanneer je in het buitenland je product aanbiedt, kun je dit voor deze markt aanpassen. Elk van de drie
producteigenschappen kun je aanpassen.
Product/communicatiemix
Naar een nieuwe markt gaan, wat pas je aan of wat blijft hetzelfde?
Rechte extensie → Marktontwikkeling.
Productaanpassing & tweeledige aanpassing → Diversificatie
Promotieaanpassing → Marktontwikkeling en diversificatie
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