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Samenvatting marketing 1
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Samenvatting marketing 1 college 4
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College 4 – productbeleid1. Wat is een product?
Fysieke producten Frisdranken, elektronica…
Digitale producten Online game
Evenementen Festival
Dienst Naar de kapper gaan
Personen Bekende vlaming, zanger(es)
Plaatsen Stad Gent (citymarketing)
Non-profitorganisatie Child Focus
Groepen Voetbalclub, muziekgroep
= bundle of benefits:
Combinatie van materiële & immateriële eigenschappen waarmee een goed of dienst in een bepaalde behoefte voorziet
= customer solution:
Welke oplossing je biedt aan de consument, wat de meerwaarde is voor de doelgroep
, College 4 – productbeleid
2. Productniveau / diverse lagen van een product
Productniveaus Kotler
1. Core benefit / kernproduct
= basisfunctie, oplossing van basisbehoefte
2. Tangible product / werkelijke product
= core product + alle tastbare & herkenbare productkenmerken (ontwerp, verpakking)
3. Augmented / uitgebreide product
= tangible product + niet tastbare productkenmerken & eventuele bijproducten (installatie, garantie)
Productniveaus De Cleen
1. Naam & vorm
2. Benefit
3. Service Volgorde waarmee je als consument in contact komt
4. Ervaring
Nut van onderscheiden van productniveaus:
- Elk niveau voegt meerwaarde toe
- Meer inzetten op alle lagen hoe meer men kan onderscheiden, hoe beter men zich kan positioneren
- Augmented product = vandaag zeer belangrijk, vaak onmogelijk om te onderscheiden daarom inzetten op service, merkbeleving…
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