Marketing at Hochschule Mainz

Flashcards and summaries for Marketing at the Hochschule Mainz

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Study with flashcards and summaries for the course Marketing at the Hochschule Mainz

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Need vs. Demand

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Market

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Customer lifetime value

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Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Whom do we serve our products
/ services?

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Select promising and viable
segments

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

How to serve targeted customers

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Marketing-Mix

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Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Product

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Price

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Place

Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Promotion

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Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Marketing-Management
Definition

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Exemplary flashcards for Marketing at the Hochschule Mainz on StudySmarter:

Marketing

Need vs. Demand

State of felt deprivation vs. need
backed up with buying power

Marketing

Market

Set of all potential and actual buyers of a
product or service

Marketing

Customer lifetime value

The value of all purchases of one customer over
a lifetime regarding a product or service (for all
customers = customer equity)

Marketing

Whom do we serve our products
/ services?

à Market segmentation

Marketing

Select promising and viable
segments

à Target marketing

Marketing

How to serve targeted customers

à Differentiation and
positioning

Marketing

Marketing-Mix

-Product

-Price

-Place

-Promotion

Marketing

Product

Program offered to market
- Product innovations
- Product variations/differentiation
- Brands
- Naming of products and brands
- Services
- Assortment planning (Sortiment) 
- Packaging

Marketing

Price

Price and conditions of products
and services offered
-Price development
-Discounting (Rabatt)
-Bonuses Cash discounts (Skonti)
-Terms of payment and delivery (Zahlungs- und Lieferbedingungen)

Marketing

Place

How are goods brought to the
customers?
-Distribution Selling channels
-Storing / Logistics / Transport
-Processing of orders
-Handling of return deliveries (Rücklieferungen)

Marketing

Promotion

What measures are employed to
affect knowledge, attitudes, and
behavior of market participants?
-Communcation goals strategy
-Communication budget
-Communication tools
- …

Marketing

Marketing-Management
Definition

Systematic Strucured process
of Planning, Implementation
and Controlling of tasks of
modern and advanced (erweitert)
marketing.

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