Marktinstrumenten

Marktinstrumenten kunnen het gedrag van afnemers belnvloeden. In deze paragraafbehandelen we het product- en assortimentsbeleid.
2.3.1 Productlevenscyclus Een kantoor huren per uur breda product kan men vanuit technisch ofvanuit economisch gezichtspunt bekijken. Technisch gezien ontstaat een eindproduct door de combinatie van een aantal grond- en hulpstoffen tot een geheel. Vanuit economisch of marketinggezichtspunt moet een product echter worden opgevat als een verzameling eigenschappen waarmee een afnemer in staat is zijn behoeften te bevredigen. Het nut dat een kantoor huren per uur enschede consument ontleent aan het bezit of gebruik van een product wordt dan ook bepaald door het nut dat hij aan de eigenschappen van dat product kan ontlenen. Vandaar dat het product- en assortimentsbeleid van een onderneming kan worden opgevat als het totaal van overwegingen die ertoe leiden kantoor huren per uur almere het product (de producten) zo goed mogelijk af te stemmen op de behoeften van huidige en potentiele afnemers, rekening houdend met de doelstellingen van de onderneming. Productbeslissingen verschillen naarmate men te maken heeft met bestaande producten of nieuwe producten. De problematiek van bestaande
producten kan het beste worden geYllustreerd met behulp van de zogenoemde productlevenscyclus (PLC) van een product. Elk product heeft een eindige levensduur, die in vijf fasen kan worden onderverdeeld. De fasen introductie, groei, rijping, verzadiging en verval vormen gezamenlijk de productlevenscyclus. In figuur 2.4 worden deze fasen weergegeven.
1 lntroductie. Het product wordt op de markt ge”introduceerd en heeft nog weinig bekendheid. Er is een lage afzet die weinig groeit. Men richt zieh nu speciaal op de bevoorrading. Te weinig ofte veel leveren kan desastreus zijn. Dit wordt ook wel de pushfase genoemd. Het belang kantoor huren per uur nijmegen van lage logistieke kosten is nog niet zo groot. De voorraad wordt meestal vanuit een centrale positie aangestuurd. Het KOOP (klantenorderontkoppelpunt, zie paragraaf 3.2) ligt hierbij afhankelijk van het soort product stroomafwaarts aan het eind bij consumentengoederen of juist stroomopwaarts aan het begin bij kapitaalgoederen. 2 Groei. Het product begint -vaak door middel van reclame – bekendheid te krijgen. Door het feit dat kopers elkaar van het bestaan van het product op de hoogte brengen, groeit de afzet snel. De consument wordt door middel van reclame bewust gemaakt van het bestaan van het product. Men trekt het als het ware uit de winke!. Dit wordt ook wel de pullfase genoemd. De concurrentie moet afgetroefd worden door voldoende uit te kunnen leveren. De voorraden worden steeds meer decentraal opgeslagen.

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