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PRAKTISCHE OPDRACHT MARKETING HOOFDSTUK 16 T/M 19

WAT MOET JE DOEN?

Maak een schriftelijk verslag over één product en één dienst als je de opdracht alleen doet, of twee producten en twee diensten als je de opdracht met een medeleerling uitvoert. Beantwoord in dit werkstuk onder meer de vragen die hierna gesteld zijn en volg daarbij de instructies.
Het werkstuk moet in ieder geval de volgende onderdelen bevatten: 1. Inhoudsopgave 2. Inleiding 3. Beantwoording van de vragen 4. Conclusie: Overeenkomsten en verschillen tussen het gekozen product en de gekozen dienst (of de gekozen producten en gekozen diensten). 5. Bronvermelding !!

VRAGEN EN INSTRUCTIES
Deze vragen en instructies zijn geschreven voor het schriftelijk verslag van één product en één dienst. 1. In de Inleiding maak je duidelijk waarom je juist voor dit product en deze dienst hebt gekozen.

2. Marketing
Is er voor deze producten/diensten een marktonderzoek uitgevoerd? Zo ja, hoe?
Past deze onderneming marktsegmentatie toe?
Is er sprake van ongedifferentieerde- , gedifferentieerde- of geconcentreerde marketing? (motiveer dit)

3. Productbeleid.
Wat kun je zeggen van de materiële en immateriële eigenschappen van het product/de dienst?
Wat kun je zeggen van de prijs-kwaliteitverhouding van de vormgeving, van de verpakking (zowel wat betreft het technische aspect als het commerciële aspect)?
Wat kun je zeggen van de garantie en service van het product/de dienst?
Is er sprake van een merk? Zo ja, welke naam en welk logo worden gebruikt? Wat voor merk is het (een A-merk, B-merk. Paraplumerk, winkelmerk)?
In welke fase van de levenscyclus bevindt het product/de dienst zich? Leg dit uit met behulp van drie argumenten die goed onderbouwd moeten zijn.

4. Prijsbeleid. Is er sprake van kostengeoriënteerde prijsbepaling of van vraaggeoriënteerde prijsbepaling met als mogelijkheden penetratiepolitiek, afroompolitiek, psychologische prijzen, prijskortingen?

5. Promotiebeleid
Werkt men bij de onderneming met vertegenwoordigers? Zo ja, welke taken hebben zij?
Wordt er reclame gemaakt voor dit product/deze dienst?
Wat voor soort reclame: individueel, collectief, themareclame, actiereclame?
Welke media worden gebruikt bij de reclame?
Waarom wordt juist van deze media gebruik gemaakt?
Wordt er in de onderneming iets gedaan aan public relations? Zo ja, in welke vorm?

6. Plaats- en distributiebeleid
Waar is de onderneming gevestigd?
Waarom juist daar? Is dat toevallig of is er sprake van een bewuste keuze?
Wat kun je zeggen van het distributiebeleid van het product? Is er sprake van directe of indirecte distributie en waaruit kun je dat afleiden?
Maak een beargumenteerde schatting van de kosten van het distributiekanaal.
Is er sprake van push- of van pulldistributie?

7. Besteed ook aandacht aan zaken die voor de gekozen producten/diensten specifiek zijn.
Wat zijn opmerkelijke overeenkomsten en verschillen?

Digitaal inleveren: hcaelers@broekhin.nl UITERSTE INLEVERDATUM: 5 FEBRUARI 2012

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...‫‪ADOBE SYSTEMS INCORPORATED‬‬ ‫اﺗﻔﺎﻗﻴﺔ رﺧﺼﺔ ﺑﺮﻧﺎﻣﺞ آﻤﺒﻴﻮﺗﺮ ﺷﺨﺼﻲ‬ ‫1. اﻹﻗﺮار ﺑﻌﺪم اﻟﻤﺴﺆوﻟﻴﺔ ﻓﻲ اﻟﻀﻤﺎن واﺗﻔﺎﻗﻴﺔ اﻻﻟﺘﺰام واﻟﺸﺮوط واﻷﺣﻜﺎم اﻹﺿﺎﻓﻴﺔ.‬ ‫1-1 اﻹﻗﺮار ﺑﻌﺪم اﻟﻤﺴﺆوﻟﻴﺔ ﻓﻲ اﻟﻀﻤﺎن. ُﺴﻠﻢ ﻟﻚ اﻟﺒﺮﻧﺎﻣﺞ وﻣﻌﻠﻮﻣﺎت أﺧﺮى "آﻤﺎ هﻲ" وﺑﺠﻤﻴﻊ اﻟﻌﻴﻮب. ﻻ ﺗﻜﻔﻞ، وﻻ ﺗﺴﺘﻄﻴﻊ أن‬ ‫ﻳ‬ ‫ﺗﻜﻔﻞ، ﺷﺮآﺔ ‪ ،Adobe‬وﻣﻮردوهﺎ وﺟﻬﺎت ﻣﻨﺢ اﻟﺘﺮﺧﻴﺺ ﺑﺎﺳﻤﻬﺎ، اﻷداء أو اﻟﻨﺘﺎﺋﺞ اﻟﺘﻲ ﻳﻤﻜﻦ أن ﺗﺤﺼﻞ ﻋﻠﻴﻬﻤﺎ ﻣﻦ ﺧﻼل اﺳﺘﺨﺪام‬ ‫اﻟﺒﺮﻧﺎﻣﺞ، ﺧﺪﻣﺎت ﺳﻠﻄﺔ ﻣﻨﺢ اﻟﺘﺮﺧﻴﺺ أو ﻋﺮوض أي ﻃﺮف ﺛﺎﻟﺚ ﺁﺧﺮ. وﺑﺎﺳﺘﺜﻨﺎء ﻣﺎ ﻳﻜﻮن ﺧﺎﺻﺎ ﺑﺄي ﺿﻤﺎن أو ﺷﺮط أو ﺗﻌﻬﺪ أو‬ ‫ً‬ ‫ﺷﺮط ﻻ ﻳﻤﻜﻦ اﺳﺘﺜﻨﺎؤﻩ أو ﺗﺤﺪﻳﺪﻩ ﺑﻤﻮﺟﺐ اﻟﻘﺎﻧﻮن اﻟﻤﻌﻤﻮل ﺑﻪ ﻓﻲ ﺟﻬﺔ اﻻﺧﺘﺼﺎص اﻟﻘﻀﺎﺋﻲ اﻟﺘﻲ ﺗﺘﺒﻌﻬﺎ، ﻓﺈن ‪Adobe‬وﻣﻮر ّﻳﻬﺎ وﺟﻬﺎت‬ ‫د‬ ‫ﻣﻨﺢ اﻟﺘﺮﺧﻴﺺ ﺑﺎﺳﻤﻬﺎ ﻟﻦ ﻳﻘﺪﻣﻮا أﻳﺔ ﺿﻤﺎﻧﺎت أو ﺷﺮوط أو ﺑﻴﺎﻧﺎت ﺗﻤﺜﻴﻞ أو أﺣﻜﺎم، )ﺻﺮﻳﺤﺔ أم ﺿﻤﻨﻴﺔ، ﺳﻮاء ﺑﻤﻮﺟﺐ اﻟﺘﺸﺮﻳﻊ أو‬ ‫اﻟﻘﺎﻧﻮن اﻟﻌﺎم أو اﻟﻌﺮف أو اﻻﺳﺘﺨﺪام أو ﻏﻴﺮ ذﻟﻚ( ﻣﻤﺎ ﻳﺘﻌﻠﻖ ﺑﺄﻳﺔ ﻣﺴﺎﺋﻞ أﺧﺮى، وﻳﺸﻤﻞ ذﻟﻚ وﻟﻜﻨﻪ ﻻ ﻳﻘﺘﺼﺮ ﻋﻠﻰ، ﻋﺪم اﻻﻧﺘﻬﺎك ﻟﺤﻘﻮق‬ ‫أﻃﺮاف ﺛﺎﻟﺜﺔ أو اﻟﻤﻠﻜﻴﺔ أو ﻗﺎﺑﻠﻴﺔ اﻟﻌﺮض ﻟﻠﺴﻮق أو اﻟﺘﻜﺎﻣﻞ أو اﻟﺠﻮدة اﻟﻤﺮﺿﻴﺔ أو اﻟﻤﻼءﻣﺔ ﻷي ﻏﺮض ﻣﺤﺪد وﺧﺎص. ﺗﺴﺮي ﻧﺼﻮص‬ ‫اﻟﺒﻨﺪﻳﻦ 1.1 و01 ﻓﻲ ﺣﺎل إﺑﻄﺎل هﺬﻩ اﻻﺗﻔﺎﻗﻴﺔ، ﺑﻐﺾ اﻟﻨﻈﺮ ﻋﻦ آﻴﻔﻴﺔ ﺣﺪوث ذﻟﻚ، ﻟﻜﻦ ذﻟﻚ ﻻ ﻳﻌﻨﻲ وﻻ ﻳﻨﺸﺄ أي ﺣﻖ ﻣﺘﻮاﺻﻞ ﻻﺳﺘﺨﺪام‬ ‫هﺬا اﻟﺒﺮﻧﺎﻣﺞ ﺑﻌﺪ إﺑﻄﺎل هﺬﻩ اﻻﺗﻔﺎﻗﻴﺔ.‬ ‫1-2 اﺗﻔﺎﻗﻴﺔ اﻻﻟﺘﺰام: ﻋﻨﺪ ﻗﻴﺎﻣﻚ ﺑﺎﺳﺘﺨﺪام أو ﻧﺴﺦ أو ﺗﻮزﻳﻊ آﻞ أو أي ﺟﺰء ﻣﻦ ﺑﺮﻧﺎﻣﺞ ‪ ،Adobe‬ﻓﺄﻧﺖ ﺑﺬﻟﻚ ﺗﻮاﻓﻖ ﻋﻠﻰ وﺗﻘﺒﻞ ﺟﻤﻴﻊ‬ ‫أﺣﻜﺎم وﺷﺮوط هﺬﻩ اﻻﺗﻔﺎﻗﻴﺔ، ﺑﻤﺎ ﻓﻲ ذﻟﻚ، وﻋﻠﻰ وﺟﻪ اﻟﺘﺤﺪﻳﺪ، اﻟﻨﺼﻮص اﻟﺘﺎﻟﻴﺔ:‬ ‫اﻻﺳﺘﺨﺪام )ﺑﻨﺪ 3(‬‫ﻧﻘﻞ اﻟﻤﻠﻜﻴﺔ )ﺑﻨﺪ 5(‬‫اﻻﺗﺼﺎل ﺑﻴﻦ اﻷﺟﻬﺰة واﻟﺨﺼﻮﺻﻴﺔ )ﺑﻨﺪ 7( ﻳﺸﻤﻞ:‬‫ ﻋﻤﻠﻴﺎت اﻟﺘﺤﺪﻳﺚ،‬‫ اﻟﺘﺨﺰﻳﻦ اﻟﻤﺤﻠﻲ،‬‫ ﻣﺪﻳﺮ اﻹﻋﺪادات،‬‫ ﺗﻘﻨﻴﺔ اﻻﺗﺼﺎل ﻋﺒﺮ ﺷﺒﻜﺎت ﺑﻤﺴﺎﻋﺪة...

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