strategic marketing (Fach) / Zusammenfassung (Lektion)
In dieser Lektion befinden sich 22 Karteikarten
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Diese Lektion wurde von kennyflorian erstellt.
- 1.) What is Marketing? Marketing is a market oriented management where there is the main focus on the customer, it aims for a competitive advantage which is reached when there is a surplus for the customer and he notices it
- What is a Global economy and what are the drivers? Its complex and full of uncertainty Drivers are technology and globalization itsef
- What is PEST, where is it used and what does it stand for? PEST is a tool which is used for the market entry of company, it analyzes the environment. The letters stand for Political, environmental, social and technology, it’s a microeconomic tool
- What are the five major decisions and where does it belong to? Whether to go abroad Strategic Marketing Which markets to enter Strategic Marketing How to enter Strategic Marketing What marketing program Operational Marketing (Marketing Mix) What marketing organization Marketing Organization (Controlling)
- What is the conceptional Framework? A theoretical structure of assumptions, principles and rules based on the marketing-plan o Basic beliefs o Goals o Strategoes o Mix o Organization and Controlling
- What is the difference between purchase and consume behavior? Some things are being purchased but not consumed, just to own it
- What is the customer delivered value? The total customer values has to be over the total customer costs If customers are loyal, they sometimes even purchase it even though the costs are over their own value
- Reflect the model of buyers behavior SOR Stimuli S: Marketing Stimuli “4 P’s + 3 P’s for services! Product, Price, Place, Promotion + Personnel, Physical Evidence + Processes PEST Organism Buyers Chracteristics Social Personal Psychological Response Buyers decisions Product chose Brand choice Dealer choice Purchase timing Purchase amount
- What is the key of successful companies and what is perception? Good companies already know in advance what the customer wants Perception is where the individual selects, organizes and interprets information inputs to create a meaningful picture =>perception of customer matters!!
- Why is the positioning and differentiation important? Strategically decisions are not easy to correct, easier in the operative area Placing must be right and it must differenced
- What are the five steps of the buyers decision process? Problem recognition (marketer must identify the customers needs) Information search (choses the information at a shop, friend etc) Evaluation of alternatives (after the information, check out alternatives) Purchase decision (buys the product or postpones it-> finding reasons) Postpurchase behavior (happy it gets told 3x, unhappy 11x)
- How does the relevant market look like according to Abell? Customer function Customer Groups Alternative Technologies
- What is the key issue matrix? Internal and external data is analyzed, divided by SO (abcdef from 1-5) and WT (also PESTEL)
- What are the five instruments by porter and when should it be used? Who are my competitors? Should it be used when there is big competition Companies with the same products/ Services Same customer fulfillments Same combination (sell/ strategy) 5 forces new entrants suppliers threat of products/ Services buyer rivalry among existing firms
- Explain the portfolio matrix show the product cycle + and cost process The portfolio matrix shows in what lifecycle a product is, its differed between cash cow, poor dogs, question markets, and raising stars If a product is a cash cow for already some time, you should think about a relaunch
- What is strategic management? It wonders why some companies are successful and others are not
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- How to company goals differ? Set a goal, whats most important for you There are objective goals, which are very general There are operationalize goals, such as economical and psychological goals, where you need numbers (e.g. sales volume, advertising effect from budget)
- What does the transaction costs include?(3) information cost initiation cost enforcement cost
- What is important about a product? Should be coast leadership, differ from other products Not stuck in the middle!
- When are you a hybrid? If you are either coast leader and differ from other products very specifically (singapur airlines, very unique)
- What are the five steps of experience economy? theme experience avoid negative interpretation increase positive nostalgie all five senses
- Attention Economy: How can companies use the elements/ findings of the Attention economy to maximize brand awareness? Identify 3 ideas/ concepts Multi channel strategy Kunden einzigartig ansprechen, damit es im Gedächtnis bleibt (guerilla marketing) Testomonials/ influencer marketing - nicht über klassische Werbetools (z.B Youtube)