Marketing Prügger at Fachhochschule Krems

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Study with flashcards and summaries for the course Marketing Prügger at the Fachhochschule Krems

Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

Supply Chain Integrations

Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

Implementing and Evaluating Sales Promotion

Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

Target markets, positioning and segmentation:

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Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

What is a marketer?

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The Marketing Environment consists of .......

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What is Relationsship Marketing?

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WHAT IS MARKETED?

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Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

5 Steps of Buying Decision Process, Explain one of your choice

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Marketing channels:

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The value chain:

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Define Competition

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Primary Data vs Secondary Data

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Exemplary flashcards for Marketing Prügger at the Fachhochschule Krems on StudySmarter:

Marketing Prügger

Supply Chain Integrations

  • Backward integration: Es werden bisher zugekaufte Güter selbstproduziert.
    •  purchase or control of distributor → product efficiency and cost savings 
  • Forward integration: Es werden die Produkte des Unternehmens selbst an den Endkunden verkauft
    • grow your own products → being a farmer in Austria and earning a farmer store

Marketing Prügger

Implementing and Evaluating Sales Promotion

✓ Lead time 

✓ Sell-in time 

✓ Sales/Scanner data 

✓ Consumer surveys 

✓ Experiments

Marketing Prügger

Target markets, positioning and segmentation:

 STP: Segmentation, Target Markets, Positioning


 Segmentation: Markt in Segmente (Demografisch [Alter, Geschlecht], Geografisch und soziografisch) aufgeteilt weil zu teuer dass man ganzen Markt anspricht


Target Markets: eine Zielgruppe wird ausgewählt


Positioning: einzigartige Positionierung im Kopf des Konsumenten einnehmen

Marketing Prügger

What is a marketer?

A marketer is someone who seeks a response - attention, a purchase, a vote, a donation from another party, called the prospect

Marketing Prügger

The Marketing Environment consists of .......

Task environment: all actors engaged in producing, distributing and promoting the offering 

Broad environment: demographic, economic, social-cultural, natural, technological and political environment → marketers need to pay attention to trends and developments

Marketing Prügger

What is Relationsship Marketing?

dauerhafte Beziehungen zu Menschen und Organisationen, die den Erfolg der Marketingaktivitäten der Firma beeinflussen = enduring relationships with people & organizations that affect the success of the firms marketing activities


  • Customers (keeping Customers is 8x cheaper than getting new ones) 
  • Employees: better working performance → better reputation
  • Marketing Partners (Suppliers, Distributors, Dealers, Agencies): langjährige Lieferanten und Partner verkaufen mein Produkt gut 
  • Financial Community: Shareholders, Investors, Banks

→ build an effective network of relationship and profit will follow

Marketing Prügger

WHAT IS MARKETED?

• Goods (Gebrauchs- und Verbrauchsgüter)


• Services (Dienstleistungen): you can´t copy the result, can´t store a service, customer is a part of the service, the value is very subjective


• Events


• Experiences


• Persons (Artists, Musicians, Celebrities etc.)


• Places (Cities, states, regions for tourism)


• Properties


• Organizations


• Information


• Ideas

Marketing Prügger

5 Steps of Buying Decision Process, Explain one of your choice
1. Problem recognition: Durch Reize werden Probleme erkannt (Hunger -> Essen)
2. Info search (nächster Billa)
3. Search for alternatives (nächstes chinesisches Restaurant)
4. Purchase Decision (Wo werde ich einkaufen)
5. Past Purchase Behavior

Marketing Prügger

Marketing channels:

To reach a target market the marketer uses 3 channels:


Communication channels: Nachrichten von Zielkäufern übermitteln und empfangen o newspapers, magazines, radio, TV, social media, Mundpropaganda


Distribution channels: wie kommen die Produkte an den Mann/die Frau o direct via the internet, mail or mobile phone o indirect with distributors, retailers etc.


Service channels: Geschäfte mit den Käufern – wo ist Laden positioniert? Zb Bank, Teslastore nur einer da – wenn ich Panne in Tirol habe ist Schweiz oder D näher vom nächsten Store her

Marketing Prügger

The value chain:

A value chain is a set of activities that a firm operating in a specific industry performs in order to deliver a valuable product (i.e., good and/or service) for the market.


Die Value Chain, auf Deutsch Wertkette, ist die logische Aneinanderreihung von Fertigungsstufen vom Ausgangsrohstoff zum anwendbaren Produkt.

Marketing Prügger

Define Competition

Alle tatsächlichen und potenziellen konkurrierenden Angebote und Substitute, die ein Käufer in Betracht ziehen könnte


All actual and potential rival offerings and substitutes a buyer might consider

Marketing Prügger

Primary Data vs Secondary Data
Primary Date: Daten die zum ersten Mal erhoben wurden, Für die Forschungsfrage passend
Secondary Data: Daten die bereits erhoben wurden, günstigerer & schnellerer Zugriff auf Informationen

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