Marketing Learn Stuff Exam at Maastricht University | Flashcards & Summaries

Lernmaterialien für Marketing learn stuff exam an der Maastricht University

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Value chain


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The series of internal departments that carry out value-creating activities to design, produce, market, deliver and support a firm’s products.


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product position

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The way a product is defined by consumers on important attributes – the place it occupies in consumers’ minds relative to competing products.


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Partner relationship management


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Working closely with partners in other company departments and outside the company to jointly bring greater value to customers.


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Growth–share matrix


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A portfolio-planning method that evaluates a company’s SBUs in terms of market growth rate and relative market share.


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Marketing

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Marketing can be defined as the process by which companies create
value for customers and build strong customer relationships to capture value
from customers in return.

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Marketing management

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Marketing management is the art and science of choosing target markets
and building profitable relationships with them. The aim is to find, attract,
keep and grow the targeted customers by creating and delivering superior
customer value. The target audience can be selected by dividing the market
into customer segments (market segmentation) and selecting which segments
to go after (target marketing

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value proposition.

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A value proposition is the
set of benefits or values a company promises to deliver.

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There are five different core customer and marketplace concepts.

needs/wants

marketoffering

value satisfaction

exchanges

market

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1. Customer needs, wants and demands. Human needs are states of felt
deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
2. Market offerings are a combinations of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services activities that are essentially intangible. The phenomenon of marketing myopia is paying more attention to company products, than to the underlying needs of consumers.
3. Value and satisfaction are key building blocks for customer relationships.
4. Exchanges are the acts of obtaining a desired object form someone by offering something in return. Marketing consists of actions trying to build an exchange relationship with an audience.
5. A market is the set of all actual and potential buyers of a product or service. Marketing involves serving a market of final consumers in the face of competitors.

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There are five alternative concepts that companies use to carry out their
marketing strategy.


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production concept 

product concept

selling concept

marketing concept

societal marketing concept 

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Customer relationship management (CRM)


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The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.


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production concept

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the idea that consumers will favour products
that are available and highly affordable and that the organisation should
therefore focus on improving production and distribution efficiency.

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Perceptual positioning maps

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show consumer perceptions of brands versus competing products.

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Q:


Value chain


A:


The series of internal departments that carry out value-creating activities to design, produce, market, deliver and support a firm’s products.


Q:

product position

A:


The way a product is defined by consumers on important attributes – the place it occupies in consumers’ minds relative to competing products.


Q:


Partner relationship management


A:


Working closely with partners in other company departments and outside the company to jointly bring greater value to customers.


Q:


Growth–share matrix


A:


A portfolio-planning method that evaluates a company’s SBUs in terms of market growth rate and relative market share.


Q:

Marketing

A:

Marketing can be defined as the process by which companies create
value for customers and build strong customer relationships to capture value
from customers in return.

Mehr Karteikarten anzeigen
Q:

Marketing management

A:

Marketing management is the art and science of choosing target markets
and building profitable relationships with them. The aim is to find, attract,
keep and grow the targeted customers by creating and delivering superior
customer value. The target audience can be selected by dividing the market
into customer segments (market segmentation) and selecting which segments
to go after (target marketing

Q:

value proposition.

A:

A value proposition is the
set of benefits or values a company promises to deliver.

Q:

There are five different core customer and marketplace concepts.

needs/wants

marketoffering

value satisfaction

exchanges

market

A:

1. Customer needs, wants and demands. Human needs are states of felt
deprivation and can include physical, social and individual needs. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power.
2. Market offerings are a combinations of products, services and experiences offered to a market to satisfy a need or want. These can be physical products, but also services activities that are essentially intangible. The phenomenon of marketing myopia is paying more attention to company products, than to the underlying needs of consumers.
3. Value and satisfaction are key building blocks for customer relationships.
4. Exchanges are the acts of obtaining a desired object form someone by offering something in return. Marketing consists of actions trying to build an exchange relationship with an audience.
5. A market is the set of all actual and potential buyers of a product or service. Marketing involves serving a market of final consumers in the face of competitors.

Q:

There are five alternative concepts that companies use to carry out their
marketing strategy.


A:

production concept 

product concept

selling concept

marketing concept

societal marketing concept 

Q:


Customer relationship management (CRM)


A:


The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.


Q:

production concept

A:

the idea that consumers will favour products
that are available and highly affordable and that the organisation should
therefore focus on improving production and distribution efficiency.

Q:

Perceptual positioning maps

A:

show consumer perceptions of brands versus competing products.

Marketing learn stuff exam

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