Marketin Mix Bla

In: Business and Management

Submitted By piitr
Words 278
Pages 2
Analýza výrobku – hlavní dimenze
Analýza výrobku – hlavní dimenze
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invence (vynalézavost, nápad), přinášející inovace provedení, jeho vztah k současným nárokům technickým, estetickým, ... segmentační adresnost (předurčenost pro určitou sociální vrstvu) spotřební sdělitelnost (výpověď o způsobu spotřeby, náročnost spotřeby, ...) diferenciační schopnost (odlišení od ostatních výrobků) asociace (spotřební či životní souvislosti, se kterými je výrobek spojován) obchodní název (přijatelnost, zapamatovatelnost, ...) image značky obal + jeho specifické vlastnosti informační hodnota sdělení na výrobku soulad jednotlivých prvků provedení výrobku a obalu cena a její přiměřenost výrobku

Podstata výrobkového testu
Podstata výrobkového testu
Výběr náhodných osob = budoucích potenciálních spotřebitelů počet: 30 - 60 osob
Výrobek lze testovat v celkové šíři nabídky i s konkurenčními výrobky = Externí test v neutrálním prostředí (např. byt, kuchyň, ...) s výrobky referenčními (srovnatelnými v dané třídě či druhu) bez doprovodného prostředí samostatně jako celek bez doprovodného prostředí samostatně jako prvky celku

metodou eliminace jednotlivých vlastností
TEST NA SLEPO

Tvorba obchodního sortimentu
Tvorba obchodního sortimentu

Testování výrobků
Vyhledávání námětů:

informace o trhu (brainstorming)

konkurence, kapacita vlastní výroby

mezinárodní srovnání

Spotřebitelský test výběr potenciálních zákazníků (30 lidí/ výrobek) ti, co výrobek nakupují ti, co výrobek spotřebovávají obal ..................…………....  ........……...…… ochutnávka trvanlivost.....………….......  .........…....……. zkušenost

Formy testování ve spotřebitelských testech je nutné vědět: o kvalitativních aspektech výrobku o homogenitě, heterogenitě výrobku o reprezentativnosti a pravděpodobnosti uváděných vlastností

Externí forma testování
=…...

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