Marketing at Technische Hochschule Nürnberg | Flashcards & Summaries

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Lernmaterialien für Marketing an der Technische Hochschule Nürnberg

Greife auf kostenlose Karteikarten, Zusammenfassungen, Übungsaufgaben und Altklausuren für deinen Marketing Kurs an der Technische Hochschule Nürnberg zu.

TESTE DEIN WISSEN
What is being marketed?
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TESTE DEIN WISSEN
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Lösung ausblenden
TESTE DEIN WISSEN

What are the 3 types of media?

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TESTE DEIN WISSEN
  • Paid (TV, magazine, displays)
  • Owned (website, facebook account)
  • Earned (word of mouth, viral)
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TESTE DEIN WISSEN
Name the definition for marketing management
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TESTE DEIN WISSEN
the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicationg superior customer value.
!customer value nowadays!: often intangible, emotional, in mind of customer
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TESTE DEIN WISSEN

What is the core marketing concept S-T-P?

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TESTE DEIN WISSEN
  • Segmentation
  • Target Group/Market
  • Positioning
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TESTE DEIN WISSEN

Define Needs Wants and Demands and the Types of them.

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TESTE DEIN WISSEN
  1. Needs = basic human requirement (types: stated, real, unstated, delight, secret)
  2. Wants = specific object that satisfies needs
  3. Demands = wants backed by an ability to pay
Lösung ausblenden
TESTE DEIN WISSEN
Name all 8 demand states
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TESTE DEIN WISSEN
  • Negative (pay to avoid)
  • Latent (non existing product)
  • Irregular
  • Nonexistent
  • Declining
  • Unwholesome (ex. cigarettes)
  • Full (all products bought in market)
  • Overfull (shortage of products)
Lösung ausblenden
TESTE DEIN WISSEN

Define the term "marketing plan"

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TESTE DEIN WISSEN

The central instrument for directing and coordinating the marketing effort (either strategic or tactical)

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TESTE DEIN WISSEN

Name the key customer markets.

Lösung anzeigen
TESTE DEIN WISSEN
  • consumer markets
  • business markets
  • global markets
  • non-profit & governmental markets
Lösung ausblenden
TESTE DEIN WISSEN

!! Define and explain the 4 P's of the Marketing Mix in detail.

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TESTE DEIN WISSEN
  • Product (variety, quality, design, features, brand name, packaging, sizes, services, warranties, returns)
  • Price (list price, discounts, allowances, payment periods, credit terms)
  • Promotion (sales promotion, advertising, sales force, public relations, direct marketing)
  • Place (channels, coverage assortments, location, inventory, transport)
Lösung ausblenden
TESTE DEIN WISSEN

What is the concept of the marketing environment? (2 environments)

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TESTE DEIN WISSEN
  1. Task environment (within own firm)
  2. Broad environment (PESTEL)
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TESTE DEIN WISSEN

What is the difference between Value and Satisfaction

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TESTE DEIN WISSEN

value: quality, service and price combination.

satisfaction: customers perceived performance in relationship to expectations. s = f (expectations)

Lösung ausblenden
TESTE DEIN WISSEN

Name all 4 holistic marketing dimensions.

Lösung anzeigen
TESTE DEIN WISSEN
  1. Internal Marketing (hiring training and motivating employees)
  2. Integrated Marketing (4 P's)
  3. Performance Marketing (KPI's: financial, environmental and social impact)
  4. Relationship Marketing (good relationships with customers, employees, marketing partners + financial community)
Lösung ausblenden
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Q:
What is being marketed?
A:
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Q:

What are the 3 types of media?

A:
  • Paid (TV, magazine, displays)
  • Owned (website, facebook account)
  • Earned (word of mouth, viral)
Q:
Name the definition for marketing management
A:
the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicationg superior customer value.
!customer value nowadays!: often intangible, emotional, in mind of customer
Q:

What is the core marketing concept S-T-P?

A:
  • Segmentation
  • Target Group/Market
  • Positioning
Q:

Define Needs Wants and Demands and the Types of them.

A:
  1. Needs = basic human requirement (types: stated, real, unstated, delight, secret)
  2. Wants = specific object that satisfies needs
  3. Demands = wants backed by an ability to pay
Mehr Karteikarten anzeigen
Q:
Name all 8 demand states
A:
  • Negative (pay to avoid)
  • Latent (non existing product)
  • Irregular
  • Nonexistent
  • Declining
  • Unwholesome (ex. cigarettes)
  • Full (all products bought in market)
  • Overfull (shortage of products)
Q:

Define the term "marketing plan"

A:

The central instrument for directing and coordinating the marketing effort (either strategic or tactical)

Q:

Name the key customer markets.

A:
  • consumer markets
  • business markets
  • global markets
  • non-profit & governmental markets
Q:

!! Define and explain the 4 P's of the Marketing Mix in detail.

A:
  • Product (variety, quality, design, features, brand name, packaging, sizes, services, warranties, returns)
  • Price (list price, discounts, allowances, payment periods, credit terms)
  • Promotion (sales promotion, advertising, sales force, public relations, direct marketing)
  • Place (channels, coverage assortments, location, inventory, transport)
Q:

What is the concept of the marketing environment? (2 environments)

A:
  1. Task environment (within own firm)
  2. Broad environment (PESTEL)
Q:

What is the difference between Value and Satisfaction

A:

value: quality, service and price combination.

satisfaction: customers perceived performance in relationship to expectations. s = f (expectations)

Q:

Name all 4 holistic marketing dimensions.

A:
  1. Internal Marketing (hiring training and motivating employees)
  2. Integrated Marketing (4 P's)
  3. Performance Marketing (KPI's: financial, environmental and social impact)
  4. Relationship Marketing (good relationships with customers, employees, marketing partners + financial community)
Marketing

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