Market at NORDAKADEMIE Hochschule der Wirtschaft

Flashcards and summaries for Market at the NORDAKADEMIE Hochschule der Wirtschaft

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Study with flashcards and summaries for the course Market at the NORDAKADEMIE Hochschule der Wirtschaft

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Definition Marketing

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing is not...

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in 1920's/30's
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Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Seller's market

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in 1950's/ 60's

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in 1970's

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in the 1980's

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Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in the 1990's/2000's

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Marketing in the 2010's

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

What are the 4 steps of the marketing process?

Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

What is part of the situational analysis?
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Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

What is part of the strategic planning?

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Exemplary flashcards for Market at the NORDAKADEMIE Hochschule der Wirtschaft on StudySmarter:

Market

Definition Marketing

  • Dual leadership concept (function & corporate leadership)
  • Recognition of changes in customer demand for competitive advantage

Market

Marketing is not...
...mere advertising

Market

Marketing in 1920's/30's
Brand communication (advertisement)
Framework
  • Industrialisation
  • Population growth
  • Building infrastructure
Marketing Trends
  • Seller's market
  • Really stages of mass production (growing demand)
  • Marketing focuses in product & distribution 

Market

Seller's market


  • Less products available than demanded
  • Little to no competitors
  • Not necessary to think about customers 

Market

Marketing in 1950's/ 60's
Marketing Mix, Push & Pull
Framework
  • Rebuilding Germany after war
  • Establishment of middle class society
Market Trends
  • From sellers' to buyers' market 
  • First marketing departments in German companies
  • Focus in production, price, distribution, communication

Market

Marketing in 1970's

Segmentation, Customer behaviour
Framework
  • Criticism to mass consumption
  • Oil cisis
  • Zero growth 
Market Trends
  • Companies without marketing suffer most from oil crisis 
  • Buyers' market
  • Marketing sees customer as important 

Market

Marketing in the 1980's

Situational analysis, Complaint management 
Framework
  • Environmentally conscious business
  • Increasing international competition
  • Communication technologies 
Market trends
  • Global corporations
  • Buyers' market
  • Marketing is becoming more strategic

Market

Marketing in the 1990's/2000's

CSR, SEM, SEO, SEA (making profit in resposible way)
Framework
  • IT progress
  • Introduction of the Euro
  • Globalisation
Market trends
  • Shift of business online 
  • Market transparency & individualism
  • Marketing discovers online opportunities

Market

Marketing in the 2010's

Social media marketing, Voice commerce
Framework
  • Progress in mobile technology
  • Ageing population
  • Shift of social activities online
Market trends:
  • Transparent customer, customisation
  • Information overload
  • Increasing customer power

Market

What are the 4 steps of the marketing process?
1. Situational analysis
2. Strategic planning
3. Operational planning
4. Execution

Market

What is part of the situational analysis?

External analysis

Market

What is part of the strategic planning?
Marketing objectives

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