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Hoorcollege aantekeningen Internationale Marketing (Capita Selecta) - Week 5

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Written in
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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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Written for

Institution
Hogeschool Zuyd (HZ)
Study
Business studies
Course
Unknown

Document information

Uploaded on
October 29, 2023
Number of pages
10
Written in
2023/2024
Type
Class notes
Professor(s)
Renee lebon
Contains
5

Subjects

  • productmix
  • 4 ps
  • product
  • prijs
  • promotie
  • plaats
  • merk opties
  • kanaallengte
  • incoterms

Content preview

CS HC Week 5
Week 5
Product en Prijs
Product
Een product bestaat uit:
● Fysieke eigenschappen - Grotere auto’s in China
● Toegevoegde eigenschappen (uitgebreid product) - Andere garantietermijn
● 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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