Strategic Marketing at Hochschule Für Wirtschaft Und Recht Berlin | Flashcards & Summaries

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Lernmaterialien für Strategic Marketing an der Hochschule für Wirtschaft und Recht Berlin

Greife auf kostenlose Karteikarten, Zusammenfassungen, Übungsaufgaben und Altklausuren für deinen Strategic Marketing Kurs an der Hochschule für Wirtschaft und Recht Berlin zu.

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What is a briefing?


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Beratung, Einweisung, Lagebesprechung: 

Act of giving precise instructions or essential information to someone just before the person does something.


Example: 

Act of giving precise instructions or essential information to someone just before the person does something.

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What is the Gig-Economy?

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Gig-Wirtschaft: 

In a gig economy, temporary, flexible jobs are commonplace and companies tend to hire independent contractors and freelancers instead of full-time employees.


Example: 

There has been a big increase in the number of people working in the gig economy as independent contractors.

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What is a hidden agenda?

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Versteckte Absicht, Hintergedanke: 

If there is a secret reason for doing something, people have a hidden agenda.


Example:

Hambacher Forst: The politicians of NRW have commanded to remove the forest of the tree houses and the protestants in them with police violence because of fire protection measures in the first place. Their hidden agenda was to end protests and bad press and to start extending the mining area.

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What is the real growth rate?


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reale Wachstumsrate: 

Measures economic growth, as expressed by gross domestic product (GDP), from one period to another, adjusted for inflation or deflation.


Example: 

The real growth rate, after taking inflation into account, was 10.5 percent. (real value - inflated one = real growth rate)

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What is JOMO?
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Joy of missing out. Freude, etwas zu verpassen: 

JOMO is an acronym for joy of missing out and describes the pleasure of taking a break from social activity–especially social media–to enjoy personal time.

A feeling of contentment with one’s own pursuits and activities, without worrying over the possibility of missing out on what others may be doing.


Example: 

You can’t feel the good vibes of JOMO until you stop obsessing over everyone else’s Facebook postings. Like it or not, we need our technology devices; we just don’t need them as much as we think we do. JOMO is about finding that balance.

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What is a cross-validation?
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Krossvalidation, Vergleichsprüfung: 

Cross-validation means to check with a second source to validate findings, e.g. in statistics a method that works for one sample of a population is checked for validity by applying the method to another sample from the same population.


Example: 

A student writes a scientific paper and finds important information in a book. He decides to cross-validate the findings of the author by searching matching results in other publications from different researchers.

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What is a rebriefing?

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der Informationsabgleich, (gegenseitige) Abstimmung: 

A rebriefing is used to avoid misunderstandings. To do so, the one who was briefed repeats their task and is able to ask clarifying questions. You tell someone what you understood as a task (recap).


Example: 

After a briefing by the professor, the students are asked to repeat their task as detailed as possible in order to see if they understood everything correctly. 

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What is cause related marketing?


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auf der Unterstützung eines guten Zwecks basiertes Marketing, zweckbezogenes Marketing: 

Cooperation of a public company with a non-profit organization or a certain project where parts of the company's revenue are donated to the organizaton or project. Usually accompanied by marketing measures to communicate the cooperation to the public and customers.


Example: 

In 2017, Tchibo donated 10 cents for every pound of "private coffee" sold to an education project in Tanzania run by Save the Children.

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What is a comfort zone?
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Komfortzone: 
A situation in which you feel comfortable and in which your ability and determination are not being tested.

Example: 
If you have a job for many years and you know perfectly all your tasks and colleagues and how to handle them, but there aren‘t any challenges or new experiences you can learn from professionally.
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What is a target group?


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Zielgruppe: 

The particular group of people that an advertisement is intended to reach.


Example: 

An ad will be of no interest to a viewer or reader who is not in the target group.

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What is a debriefing?


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Nachbesprechung: 

A meeting that takes place in order to get information about a particular piece of work that has been finished, for example about what was done successfully and what was not (what to learn from past experiences).


Example: 

After the operation was completed, their manager was not content with the achieved results. Therefore, the responsible team met for a debriefing to determine where it went wrong and collect feedback.

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What is resilience?

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Widerstandsfähigkeit: 

The word ‘resilience’ refers to our bounce-back ability in the face of difficulty or challenges. Resilience is the ability to adapt and grow following adversity.


Example: 

Shanea loses her job. She is upset initially and she takes a day to experience her emotions and mourn the loss of her job. The next day, she starts reaching out to friends to see if they know of any jobs.

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Beispielhafte Karteikarten für deinen Strategic Marketing Kurs an der Hochschule für Wirtschaft und Recht Berlin - von Kommilitonen auf StudySmarter erstellt!

Q:

What is a briefing?


A:

Beratung, Einweisung, Lagebesprechung: 

Act of giving precise instructions or essential information to someone just before the person does something.


Example: 

Act of giving precise instructions or essential information to someone just before the person does something.

Q:

What is the Gig-Economy?

A:

Gig-Wirtschaft: 

In a gig economy, temporary, flexible jobs are commonplace and companies tend to hire independent contractors and freelancers instead of full-time employees.


Example: 

There has been a big increase in the number of people working in the gig economy as independent contractors.

Q:

What is a hidden agenda?

A:

Versteckte Absicht, Hintergedanke: 

If there is a secret reason for doing something, people have a hidden agenda.


Example:

Hambacher Forst: The politicians of NRW have commanded to remove the forest of the tree houses and the protestants in them with police violence because of fire protection measures in the first place. Their hidden agenda was to end protests and bad press and to start extending the mining area.

Q:

What is the real growth rate?


A:

reale Wachstumsrate: 

Measures economic growth, as expressed by gross domestic product (GDP), from one period to another, adjusted for inflation or deflation.


Example: 

The real growth rate, after taking inflation into account, was 10.5 percent. (real value - inflated one = real growth rate)

Q:


What is JOMO?
A:

Joy of missing out. Freude, etwas zu verpassen: 

JOMO is an acronym for joy of missing out and describes the pleasure of taking a break from social activity–especially social media–to enjoy personal time.

A feeling of contentment with one’s own pursuits and activities, without worrying over the possibility of missing out on what others may be doing.


Example: 

You can’t feel the good vibes of JOMO until you stop obsessing over everyone else’s Facebook postings. Like it or not, we need our technology devices; we just don’t need them as much as we think we do. JOMO is about finding that balance.

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Q:


What is a cross-validation?
A:

Krossvalidation, Vergleichsprüfung: 

Cross-validation means to check with a second source to validate findings, e.g. in statistics a method that works for one sample of a population is checked for validity by applying the method to another sample from the same population.


Example: 

A student writes a scientific paper and finds important information in a book. He decides to cross-validate the findings of the author by searching matching results in other publications from different researchers.

Q:

What is a rebriefing?

A:

der Informationsabgleich, (gegenseitige) Abstimmung: 

A rebriefing is used to avoid misunderstandings. To do so, the one who was briefed repeats their task and is able to ask clarifying questions. You tell someone what you understood as a task (recap).


Example: 

After a briefing by the professor, the students are asked to repeat their task as detailed as possible in order to see if they understood everything correctly. 

Q:

What is cause related marketing?


A:

auf der Unterstützung eines guten Zwecks basiertes Marketing, zweckbezogenes Marketing: 

Cooperation of a public company with a non-profit organization or a certain project where parts of the company's revenue are donated to the organizaton or project. Usually accompanied by marketing measures to communicate the cooperation to the public and customers.


Example: 

In 2017, Tchibo donated 10 cents for every pound of "private coffee" sold to an education project in Tanzania run by Save the Children.

Q:
What is a comfort zone?
A:
Komfortzone: 
A situation in which you feel comfortable and in which your ability and determination are not being tested.

Example: 
If you have a job for many years and you know perfectly all your tasks and colleagues and how to handle them, but there aren‘t any challenges or new experiences you can learn from professionally.
Q:

What is a target group?


A:

Zielgruppe: 

The particular group of people that an advertisement is intended to reach.


Example: 

An ad will be of no interest to a viewer or reader who is not in the target group.

Q:

What is a debriefing?


A:

Nachbesprechung: 

A meeting that takes place in order to get information about a particular piece of work that has been finished, for example about what was done successfully and what was not (what to learn from past experiences).


Example: 

After the operation was completed, their manager was not content with the achieved results. Therefore, the responsible team met for a debriefing to determine where it went wrong and collect feedback.

Q:

What is resilience?

A:

Widerstandsfähigkeit: 

The word ‘resilience’ refers to our bounce-back ability in the face of difficulty or challenges. Resilience is the ability to adapt and grow following adversity.


Example: 

Shanea loses her job. She is upset initially and she takes a day to experience her emotions and mourn the loss of her job. The next day, she starts reaching out to friends to see if they know of any jobs.

Strategic Marketing

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