De kracht van licenties
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Een merklicentie is de toestemming van de merkhouder aan anderen om zijn merk in een bepaald gebied onder bepaalde voorwaarden te gebruiken, in de meeste gevallen tegen een afgesproken financiële vergoeding.
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There are three main types of consumer products: convenience goods, shopping goods, and specialty goods. Convenience goods are purchased frequently with little effort. Shopping goods require more consideration and comparison between brands. Specialty goods involve a willingness to search extensively among options. New product development has a low success rate, with failures often due to overestimating market size, poor product design, incorrect positioning/pricing/advertising, or competitive responses. Developing successful new products requires understanding customers, markets, and competitors as well as delivering superior value. The major stages of new product development include idea generation, screening, concept development and testing, marketing strategy development, business analysis, test marketing, and commercialization.
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The document discusses product and distribution strategies, including:
1) Defining a product strategy and the components it includes, such as product classification systems for consumer and business goods.
2) Describing the stages of the product life cycle and new product development process.
3) Outlining the major components of an effective distribution strategy, including various distribution channels and factors that influence channel selection.
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Marketing involves identifying and satisfying customer needs in order to generate profits. It includes activities like market research, product development, pricing, promotion, and distribution. A key aspect is understanding different types of markets, including consumer markets of individuals and industrial markets of organizations. Marketing aims to be customer-oriented by anticipating trends and responding to changes in order to gain a competitive advantage.
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This document discusses product classification, product life cycles, new product development, branding, and packaging. It provides the following key information:
1. Products can be classified in various ways such as by durability, tangibility, consumer goods classifications. The product life cycle consists of four stages: introduction, growth, maturity, and decline.
2. Developing new products involves idea generation, screening, concept development and testing, creating a marketing strategy, product development, test marketing, and commercialization. Many new products fail due to overestimation of demand, poor design, incorrect positioning, and other factors.
3. Branding identifies the source of products, simplifies handling, and creates advantages like customer loyalty.
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This document discusses product classification, product life cycles, new product development, branding, and packaging. It provides the following key information:
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3. Branding identifies the source of products, simplifies handling, and creates advantages like customer loyalty.
Launching a new product in a distribution company
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Product and brand management – its interdependence Rahul Mishra HPGD/JL15/3197
This document discusses the interdependence between products and brands in marketing. It defines what a product is and outlines the stages of new product development. It then discusses branding, defining what a brand is and the advantages and strategies around branding. Finally, it discusses packaging and how packaging can be used as a marketing tool.
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The document discusses several aspects of global marketing and new product development. It describes how companies may standardize or adapt their marketing mix such as products, pricing, placement and promotion strategies across different countries. It also discusses factors that affect new product development including conducting R&D in trend-leading markets, ensuring products can be efficiently manufactured, and using cross-functional teams to span the development process.
Product and brand management ppt @ bec doms 2009
The document discusses key concepts in product and brand management including defining a product, stages of new product development, challenges with new product success rates, and classifications of different types of products. It also covers brand elements like brand equity, brand power, managing brand equity, and strategies for branding, repositioning, packaging, and labeling.
Product and brand managment
A product is anything offered by a company to satisfy customer needs, whether an object, service, or idea. New product development mostly involves improving existing products, with less than 10% being totally new concepts. The success rate of new products is very low, less than 5%. Products go through stages of development, testing, analysis, and market testing before commercialization in targeted markets and customer groups using an introductory marketing strategy. Products exist at different levels from core benefits to potential enhancements.
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The document discusses various aspects of strategic innovation including strategy, new business models, new markets, value creation for customers and companies, dimensions of strategic innovation, aspects of innovation like market impact, market opportunity, and market dynamics. It also talks about new product development process, factors for new product success, types of new products, and examples of innovation platforms from companies like Apple and DSM. The document provides an overview of key concepts in strategic innovation, new product development, and types of innovation.
Innovation Management for BU syllabus
The document discusses strategic innovation and new product development. It outlines the key aspects of strategic innovation including new business models, new markets, and increased value for customers and companies. It also discusses the dimensions and features of strategic innovation.
The document then covers various aspects of new product development including identifying market opportunities and dynamics, developing marketing strategies, product testing, and commercialization. It provides examples of innovation platforms from companies like Apple and DSM. Finally, it discusses the process of new product development from strategy to commercialization.
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【业务选择办理准则】
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二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
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留信网认证的作用:
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De kracht van licenties
- 1. Ronald Crawford ‘Verlies uw merk niet uit het oog!’ 30 september 2010 Structuring a Licensing Strategy
- 3. To increase trademark awareness beyond the traditional aisle
- 4. To compliment and enhance key marketing messages
- 6. Work from core brand values
- 7. Brainstorm, then be sensible
- 8. Match with consumer perceptions
- 11. Consumer must understand the link between the core brand and the licensed product
- 13. Major retailers control significant share of the market
- 16. No stock costs
- 22. Shared vision
- 25. Extend through examining distribution of new product type
- 27. Risk analysis: Focus - key brand/market combinations
- 30. Reporting tools
- 33. Licensed Articles – Avoid defensive licensing, i.e. licence only for products licensee will produce
- 35. Advance – dependant on forecast
- 37. Contract:
- 38. Sign off on all artwork, packaging, point of sale
- 39. Approval of location if, e.g. restaurant
- 40. Choosing the right Licensee with shared vision for brand and developing an effective business relationship with Licensee is the key to success:Control of parallel imports Income reports – when to audit
- 42. All licensees are briefed on Social Responsibility and agree to support this initiative
- 43. Licensees adhere to anti-counterfeiting strategy
- 44. All products are compliant with the Code of Conduct and the Corporate Social Responsibility guidelines
- 45. Regular audits of Supply Chain
- 48. Choice of Licensing Partner
- 49. Audit support to manage licensing income
- 51. Mission Statement:Generating, Capturing and Delivering the most valuable ideas while maintaining the true essence of Arsenal.
- 53. Increase distribution in the UK
- 54. Develop key international markets
- 56. Increase distribution in the UK
- 57. Develop key international markets
- 60. Football market fragmented with no umbrella or dominant brand even though Manchester United have a major foothold
- 61. Arsenal’s position as global football brand provides a natural link to toys, clothing, books & ultimately sports performance products
- 63. Brand values solid but not driving desire to purchase
- 64. Need to develop younger, softer & more emotive values and a stronger bond with consumers outside the UK whilst reinforcing existing brand values
- 65. Maintain look and feel of the Arsenal’s product
- 68. A coordinated approach is required, encompassing:
- 69. Research
- 70. Selection of correct partner companies
- 71. Strong control/inspiration of product
- 73. Implementation
- 74. Centralized PR and promotional support
- 76. Novagraaf IP Management and Consulting Services
Editor's Notes
- Football is growing in North America but it is not a main sport yet.
- Football is growing in North America but it is not a main sport yet.