In this part of the marketing knowledge base mainly basic marketing theory such as concepts, terms and jargon. The role of marketing is also explained.

Brand equity is an important concept within the marketing field which since the 90’s increasingly received more attention. Nowadays customers play a centrale role in Marketing and it is therefore important to respond thereto with a certain product offering.

Positioning is an important marketing concept with which an attempt is made to give a place for an awareness of a product or service in the mind of the consumer. The point is about the perception relative to the competitor.

Push- en pull- strategie is de manier waarop middels distributie een product door een distributiekanaal naar de eindklant wordt gestuurd. Marketingactiviteiten worden - afhankelijk hiervan - ingericht en er zijn twee hoofdgroepen. 

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