Marketing at TU München

Flashcards and summaries for Marketing at the TU München

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Study with flashcards and summaries for the course Marketing at the TU München

Exemplary flashcards for Marketing at the TU München on StudySmarter:

What are the 7 "S" for success in the implementation phase?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

What are the 5 steps to analyze customer-perceived value?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

Market demand can be...

  1. irregular, meaning that customers ask for certain offerings depending on time (e.g., season)
  2. negative, meaning that pessimistic customers have a lower willingness-to-pay than optimistic customers
  3. unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences
  4. latent, meaning that a need cannot be satisfied by an existing offering
  5. overfull, meaning that a demand cannot be met, because there are not enough offerings

Select the correct answers:

  1. 1, 3, and 4 are correct only

  2. 1, 3, and 5 are correct only

  3. 1, 4, and 5 are correct only

  4. 1, 3, 4, and 5 are correct only

  5. All are correct

Exemplary flashcards for Marketing at the TU München on StudySmarter:

In a SWOT analysis, external factors include...

Select the correct answers:

  1. strengths and weaknesses

  2. weaknesses and oportunities

  3. opportunities and threats

  4. threats and strengths

  5. strengths and opportunities

Exemplary flashcards for Marketing at the TU München on StudySmarter:

The marketing management process describes...

Select the correct answers:

  1. marketers’ goals-directed planning, organizing, leading and controlling.

  2. how product innovations can be introduced successfully.

  3. advertising and selling strategies.

  4. planning and controlling activities.

  5. how to implement promotion strategies best.

Exemplary flashcards for Marketing at the TU München on StudySmarter:

How can customer satisfaction be measured?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

Which of the following statements about marketing is not correct?

Select the correct answers:

  1. Marketing aims to develop the right products and services for the right customers.

  2. The philosophy of marketing is relevant to multiple departments and processes in firms.

  3. Marketing aims to create value for stakeholders.

  4. Marketing means that firms take a customer orientation.

  5. Short-term profit realization is most important to marketing activities.

Exemplary flashcards for Marketing at the TU München on StudySmarter:

What are the 3 stages of Customer Relationship Management?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

Bring the following philosophies in a correct order, beginning with the earliest (1), ending with the latest (3).

Select the correct answers:

  1. (1) Selling, (2) Marketing, (3) Production

  2. (1) Production, (2) Marketing, (3) Staff

  3. (1) Marketing, (2) Selling, (3) Production

  4. (1) Production, (2) Selling, (3) Marketing

  5. (1) Selling, (2) Production, (3) Marketing

Exemplary flashcards for Marketing at the TU München on StudySmarter:

What is in-role, extra-role and elective Customer Engagement?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

What is customer equity?

Exemplary flashcards for Marketing at the TU München on StudySmarter:

Name the four steps of the Value-Delivering Process and the methods associated with them.

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Exemplary flashcards for Marketing at the TU München on StudySmarter:

Marketing

What are the 7 "S" for success in the implementation phase?
  • Systems, Strategy, and Structure
  • Staff, Shared Values, Skills, and Style

Marketing

What are the 5 steps to analyze customer-perceived value?
  1. Identify major benefits valued by customers (and costs)
  2. Assess the importance of the different benefits (and costs)
  3. Compare perfomance of the company and competitors on the benefits (and costs) to their rated importance
  4. Examine how customers rate the companys performance on a benefit compared to competitors
  5. Monitor customer-perceived values (benefits/costs) over time

Marketing

Market demand can be...

  1. irregular, meaning that customers ask for certain offerings depending on time (e.g., season)
  2. negative, meaning that pessimistic customers have a lower willingness-to-pay than optimistic customers
  3. unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences
  4. latent, meaning that a need cannot be satisfied by an existing offering
  5. overfull, meaning that a demand cannot be met, because there are not enough offerings
  1. 1, 3, and 4 are correct only

  2. 1, 3, and 5 are correct only

  3. 1, 4, and 5 are correct only

  4. 1, 3, 4, and 5 are correct only

  5. All are correct

Marketing

In a SWOT analysis, external factors include...
  1. strengths and weaknesses

  2. weaknesses and oportunities

  3. opportunities and threats

  4. threats and strengths

  5. strengths and opportunities

Marketing

The marketing management process describes...
  1. marketers’ goals-directed planning, organizing, leading and controlling.

  2. how product innovations can be introduced successfully.

  3. advertising and selling strategies.

  4. planning and controlling activities.

  5. how to implement promotion strategies best.

Marketing

How can customer satisfaction be measured?
  • Periodic surveys
  • Mystery shopping (go through the purchasing process yourself, undercover)

Marketing

Which of the following statements about marketing is not correct?
  1. Marketing aims to develop the right products and services for the right customers.

  2. The philosophy of marketing is relevant to multiple departments and processes in firms.

  3. Marketing aims to create value for stakeholders.

  4. Marketing means that firms take a customer orientation.

  5. Short-term profit realization is most important to marketing activities.

Marketing

What are the 3 stages of Customer Relationship Management?
  • Customer acquisition
  • Customer retention
  • Customer recovery

Marketing

Bring the following philosophies in a correct order, beginning with the earliest (1), ending with the latest (3).
  1. (1) Selling, (2) Marketing, (3) Production

  2. (1) Production, (2) Marketing, (3) Staff

  3. (1) Marketing, (2) Selling, (3) Production

  4. (1) Production, (2) Selling, (3) Marketing

  5. (1) Selling, (2) Production, (3) Marketing

Marketing

What is in-role, extra-role and elective Customer Engagement?

In-role: Defined by the company
Extra-role: Outside of the companies definition of customers engagement (defined by the customers9
Elective Behavior: Company gives options to customer (call support, do survey, …)

Marketing

What is customer equity?

Customer equity is the sum of the CLVs of a selected group of customers. It is a valuable metric in market segment analysis.

Marketing

Name the four steps of the Value-Delivering Process and the methods associated with them.
  1. Discovering the required value: Market research
  2. Develop a suitable customer offering: Selection, Targeting, and Positioning
  3. Delivering the value: Selecting the right marketing channel
  4. Communicating the value: Attract attention to your marketing messages

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Business Analytics

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Scheduling Lean Manufacturing Systems

International relations

User Modeling and Recommender Systems

CH2: Consumer Behavior

CH3: Consumer Behavior

CH4: Consumer Behavior

CH5: Consumer Behavior

CH8: Consumer Behavior

CH10: Consumer Behavior

CH11: Consumer Behavior

CH12: Consumer Behavior

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