Marketing at Technische Hochschule Nürnberg | Flashcards & Summaries

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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)
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TESTE DEIN WISSEN

Define the value delivery process.

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TESTE DEIN WISSEN
  1. Choose value (ex: S-T-P)
  2. Communicate value (4th P: Promotion)
  3. Provide value (3 P's Product, Price, Place)
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TESTE DEIN WISSEN
What is being marketed?
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TESTE DEIN WISSEN
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
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TESTE DEIN WISSEN

Name all 4 holistic marketing dimensions.

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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)
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TESTE DEIN WISSEN

Name the 4 additional P's of modern marketing management.

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TESTE DEIN WISSEN
  • People
  • Processes
  • Programs
  • Performance
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TESTE DEIN WISSEN
Name all 8 demand states
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  • Negative (pay to avoid)
  • Latent (non existing product)
  • Irregular
  • Nonexistent
  • Declining
  • Unwholesome (ex. cigarettes)
  • Full (all products bought in market)
  • Overfull (shortage of products)
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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

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
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TESTE DEIN WISSEN

State everything to know about the "New Marketing Realities"

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TESTE DEIN WISSEN

Forces defining it:

  • Technology
  • Globalization
  • Social Responsibility

New consumer capabilities

New company capabilities

Changing Channels (Retail transformation, Disintermediation)


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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 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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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:

Define the value delivery process.

A:
  1. Choose value (ex: S-T-P)
  2. Communicate value (4th P: Promotion)
  3. Provide value (3 P's Product, Price, Place)
Q:
What is being marketed?
A:
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
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)
Q:

Name the 4 additional P's of modern marketing management.

A:
  • People
  • Processes
  • Programs
  • Performance
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:

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:

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
Q:

State everything to know about the "New Marketing Realities"

A:

Forces defining it:

  • Technology
  • Globalization
  • Social Responsibility

New consumer capabilities

New company capabilities

Changing Channels (Retail transformation, Disintermediation)


Q:

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

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

Define the term "marketing plan"

A:

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

Marketing

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