Marketing at Frankfurt School of Finance & Management

Flashcards and summaries for Marketing at the Frankfurt School of Finance & Management

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Study with flashcards and summaries for the course Marketing at the Frankfurt School of Finance & Management

Exemplary flashcards for Marketing at the Frankfurt School of Finance & Management on StudySmarter:

Was ist Marketing?

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Motivation: Bedürfnispyramide nach Maslow

Exemplary flashcards for Marketing at the Frankfurt School of Finance & Management on StudySmarter:

Abgrenzung des relevanten Marktes 

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zwei Arten von Bedürfnissen

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Informationsverarbeitung 

Exemplary flashcards for Marketing at the Frankfurt School of Finance & Management on StudySmarter:

Motivation

Exemplary flashcards for Marketing at the Frankfurt School of Finance & Management on StudySmarter:

Motivation

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Informationskontakt vor Kauf 

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Motivation: Anwendung im Marketing 

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Involvement beeinflusst die Informationssuche 

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Konsumenten-Entscheidungs-Prozess

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4 Marketing P's

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Exemplary flashcards for Marketing at the Frankfurt School of Finance & Management on StudySmarter:

Marketing

Was ist Marketing?

"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."


Creating and serving needs, profitably.

Marketing

Motivation: Bedürfnispyramide nach Maslow

  • Self-actualization needs - Selbstverwirklichung
    • provide training and development opportunities
  • esteem needs - Anerkennungsbedürfnissen 
    • promotion (better titles), award  and recognitions (e.g. merit pay rises)
  • Belongingness/Social needs 
    • create a family-like organizational culture, organize social functions (e.g. company picnics)
  • safety needs 
    • safe working conditions, job security, medical benefits
  • physiological needs
    • adequate salary that enables people to buy food and clothing and have shelter 

Marketing

Abgrenzung des relevanten Marktes 

  • zeitlich (bspw. Skiverleih im Winter)
  • räumlich (regional, lokal, national,...)
  • nach Produkten (Bsp: Automobilmarkt)
  • nach Bedürfnissen (Bsp: Markt für Mobilität)


Problem: durch Innovation entstandene Substitute können bereits vorhanden Produkte ersetzen (Bsp. Auto und Eisenbahn)


Marketing

zwei Arten von Bedürfnissen

  • unarticulated needs
  • articulated news 
    • served -> todays business
    • not served 

Marketing

Informationsverarbeitung 

  • Exposure (einer Information ausgesetzt sein) - Werbung etc.
  • Aufmerksamkeit 
  • Interpretation
    • Wahrnehmung
    • Verständnis 

Marketing

Motivation

Ein Zustand der Erregung, der Energie liefert, die benötigt wird, um ein Ziel zu erreichen.

Marketing

Motivation

Ein Zustand der Erregung, der Energie liefert, die benötigt wird, um ein Ziel zu erreichen.

Marketing

Informationskontakt vor Kauf 

Kontaktpunkte:

  • Werbung 
  • Ort des Kaufs 
  • Verkaufspersonal 
  • Verpackung 
  • Empfehlung
  • Unabhängige Quellen (z.B. Stiftung Warentest)


unbeabsichtigt: durch Marketer generiert (Direktmarketing, Werbung)

beabsichtigt: Informationssuche

Marketing

Motivation: Anwendung im Marketing 

  • min. ein Bedürfnis muss angesprochen werden 
  • Bedürfnis herausstellen, dass Zielgruppe primär zugrunde liegt 
  • wie wird Bedürfnis befriedigt


Beispiel:

  • Fokus: Bremsen und Sicherheit - Sicherheitsbedürfnisse
  • Fokus: Premium-Segment und Statussymbol -  Anerkennung
  • Fokus: Fahrgefühl - Selbstverwirklichung

Marketing

Involvement beeinflusst die Informationssuche 

Involvement:

Zielgerichtete Form der Aktivierung des Konsumenten zur Suche, Aufnahme, Verarbeitung und Speicherung von Informationen.


  • Low-Involvement: Impulsiv-Käufe - hohes emotionales und niedriges kognitives Involvement (Schokoladenriegel)
  • habitualisierte Kaufentscheidungen: niedriges emotionales und niedriges kognitives Involvement 
  • High-Involvement: extensive Kaufentscheidungen - hohes emotionales und hohes kognitives Involvement (Haus)
  • Emotionales Involvement: gefühlsbetont (Snacks an der Kasse)
  • Kognitives Involvement: limitierte Kaufentscheidungen niedriges emotionales und hohes kognitives Involvement (Versicherungen)

Marketing

Konsumenten-Entscheidungs-Prozess

  1. Bedürfniserkennung 
  2. Informationssuche
  3. Bewertung von Alternativen
  4. Kaufentscheidung
  5. Nachkaufverhalten

Marketing

4 Marketing P's

Produkt 

Price 

Promotion 

Place

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