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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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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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