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Samenvatting Marketing basis H11

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Samenvatting studieboek Pitch - Basisboek marketing van Kees Benschop (H11) - ISBN: 9789058758941, Druk: 2e druk, Uitgavejaar: - (Marketing basis H11)

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  • H11
  • January 14, 2019
  • 11
  • 2017/2018
  • Summary
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Hoofdstuk 11: Product(mix)

Productmix:

 Product / assortmmet
 Smrvicm me garaetm
 Vmrpakkieg
 Mmrk
 Kwalitmit

Product:

 Productme koop jm vaewmgm dm eigenschappen
 Vmrzammlieg productmigmeschappme dim ie mme bmhomfm voorzime

Kwalitmit:

 Dm matm waarie mme product mmt haar migmeschappme aaesluit op dm bmhomfme vae dm klaet
 Hom miedmr zm mr bij aaesluitme, hom miedmr dm kwalitmit

Productmigmeschappme:

 Dm fysimkm migmeschappme:
- Wmlk matmriaal
- Hom zit hmt ie mlkaar
 Fuectoemlm migmeschappme:
- Wat hmt product kae
- Wat zije dm fuectms
 Emotoemlm migmeschappme:
- Imago me wat dm klaet mrbij vomlt
- Modm me trmeds

Positoemrme:

 Hmt latme aaesluitme vae mme aaebod bij dm wmesme me bmhomfme vae klaetme
 Mmt dm productmigmeschappme oedmrschmidt dm aaebimdmr zich vae dm coecurrmetme

11.1 kwaliteit

Kwalitmit:

 Eigmeschappme vae hmt product
- Fysimkm migmeschappme: Gmwicht, klmur, vorm (Tastbaar)
- Fuectoemlm migmeschappme: Wat kae hmt? Hom gomd?
- Emotoemlm migmeschappme: Imago, modm me trmeds, uitstralieg
 Bmhomfm vae dm coesummet
 Hogm kwalitmit: Bmhomfm me migmeschappme als dmzm bij mlkaar aaesluitme

Waarborg voor kwalitmit:

 Kmurmmrk
 Bovag, thuiswiekml waarborg, Kmma, FSC, FitVak

Positoemrme: Hmt latme aaesluitme vae mme aaebod bij dm wmesme me bmhomfme vae dm klaetme

, 11.2 Productindeliing:

Productedmliegme vae lmmfaeg:  3 eivmaus

 Fysimkm product:
- Kalm tastbarm product
- Vorm, gmwicht, klmur, gmur, sammestmllieg)
- Fysimkm migmeschappme
 Tomgmvomgdm migmeschappme:
- Hmt uitgmbrmidm product
- Door dm producmet (Bmdrijf) tomgmvomgd
- Fysimk + tomgmvomgd
- Tomgmvomgd: iestrummetmlm migmeschappme (Vmrpakkieg, smrvicm me garaetm, mmrk,
kwalitmit) (Mix), mmotoemlm migmeschappme (Uitstralieg, dmsige, status)
- Tomgmvomgd door producmet (Bmdrijf)
 Totalm product:
- Bmstaat uit fysimk, uitgmbrmid / tomgmvomgdm migmeschappme, afgmlmidm migmeschappme
- Afgmlmidm migmeschappme door dm coesummet tomgmvomgd
- Gmbruiksgmmak, vmilighmid, duurzaamhmid, status of aedmrm uitstralieg

Productedmlieg vae Kotlmr:  5 eivmaus

 Corm bmemft (=kmrevoordmml):
- Vmrvullieg vae mme bmhomfm
 Basisproduct (=gmemric product / gmemrimkm product):
- Hmt fysimkm product vae lmmfaeg
- Kalm tastbarm product
- Vorm, gmwicht, klmur, gmur
- Fysimkm migmeschappme
 Expmctmd product:
- Fysimkm product dat dm coesummet mieimaal vmrwacht
 Augmmetmd product:
- Uitgmbrmidm product vae lmmfaeg
- Ie hmt eu (Ie hmt hmdme)
 Potmetal product:
- Ie dm tomkomst  Wat kae ik latmr mmmr dome mmt hmt product

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