Marketing at TU München | Flashcards & Summaries

Lernmaterialien für Marketing an der TU München

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TESTE DEIN WISSEN
What are SBUs and what is their purpose?
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TESTE DEIN WISSEN
= Strategic Business Units
Purpose: Develop Separate strategies and assign appropriate funding to business that can be managed independently of each other.
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TESTE DEIN WISSEN
What are the 3 characteristics of SBUs?
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TESTE DEIN WISSEN
  1. Single business / collection of related business, can be planned separately from the rest.
  2. Own set of competitors for each SBU
  3. A manager is responsible for planning / profit performance.
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TESTE DEIN WISSEN
Which of the following statements about software-supported CRM is not correct?
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TESTE DEIN WISSEN
database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers)
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TESTE DEIN WISSEN

What is MBO and what are the prerequisites of an MBO system?

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TESTE DEIN WISSEN

MBO = "Management by Objectives" (used by MBO to set objectives

Prerequisites:

  • Objectives must be arranged hierarchically
  • Objectives should be quanitifed (to make them comparable)
  • Objectives should be realistric
  • Objectives must be consistent
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TESTE DEIN WISSEN
What should a good Marketing Plan contain?
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TESTE DEIN WISSEN
  • Executive summary / table of contents
  • Introduction of the company
  • Situation analysis
  • Marketing strategy
  • Marketing-mix instruments
  • Financial projections
  • Implementation control
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TESTE DEIN WISSEN
What is a service? 
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TESTE DEIN WISSEN

-> A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything

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TESTE DEIN WISSEN
What is in the center of value networks?
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TESTE DEIN WISSEN
The Service Provider
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TESTE DEIN WISSEN
Which of the following statemets about Maslow´s pyramid of needs is not correct?
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TESTE DEIN WISSEN
Getting enough food and water is an example of a physiological need
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TESTE DEIN WISSEN
What 5 questions should the Marketing Mission answer?
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TESTE DEIN WISSEN
  1. What is our business?
  2. Who are our customers?
  3. What is the value to our customers?
  4. What will our business be?
  5. What should our business be?
⇒ Mission statement
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TESTE DEIN WISSEN
What does Strategic Management mean and what are the 3 steps?
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TESTE DEIN WISSEN
= management process of creating and increasing perceived value.

  • Planning (Corporate, Division, Business, Product / Service)
  • Implementing (Organizing Leading, Actual Implementing)
  • Controlling (Measuring + Diagnosing results, taking corrective action)
After Controlling, return to Planning/Implementing.
Lösung ausblenden
TESTE DEIN WISSEN
What are the 4 sequences of the Value-Delivering Process?
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TESTE DEIN WISSEN
  1. Discovering the required value
    (selecting target groups, segment, position, customize product)
  2. Developing a suitable customer offering
    (collab w/ R&D, bundle attributes, develop branding, estimate cost-benefit balanace/pricing/willingness to pay)
  3. Delivering the value (product to customers, incl. Service & Support)
  4. Communicating the value
Lösung ausblenden
TESTE DEIN WISSEN
What are the primary activities of the value chain?    
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TESTE DEIN WISSEN
  • Inbound Logistics
  • Operations
  • Outbound Logistics
  • Marketing & Sales
  • Service
⇒ Margin
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Q:
What are SBUs and what is their purpose?
A:
= Strategic Business Units
Purpose: Develop Separate strategies and assign appropriate funding to business that can be managed independently of each other.
Q:
What are the 3 characteristics of SBUs?
A:
  1. Single business / collection of related business, can be planned separately from the rest.
  2. Own set of competitors for each SBU
  3. A manager is responsible for planning / profit performance.
Q:
Which of the following statements about software-supported CRM is not correct?
A:
database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers)
Q:

What is MBO and what are the prerequisites of an MBO system?

A:

MBO = "Management by Objectives" (used by MBO to set objectives

Prerequisites:

  • Objectives must be arranged hierarchically
  • Objectives should be quanitifed (to make them comparable)
  • Objectives should be realistric
  • Objectives must be consistent
Q:
What should a good Marketing Plan contain?
A:
  • Executive summary / table of contents
  • Introduction of the company
  • Situation analysis
  • Marketing strategy
  • Marketing-mix instruments
  • Financial projections
  • Implementation control
Mehr Karteikarten anzeigen
Q:
What is a service? 
A:

-> A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything

Q:
What is in the center of value networks?
A:
The Service Provider
Q:
Which of the following statemets about Maslow´s pyramid of needs is not correct?
A:
Getting enough food and water is an example of a physiological need
Q:
What 5 questions should the Marketing Mission answer?
A:
  1. What is our business?
  2. Who are our customers?
  3. What is the value to our customers?
  4. What will our business be?
  5. What should our business be?
⇒ Mission statement
Q:
What does Strategic Management mean and what are the 3 steps?
A:
= management process of creating and increasing perceived value.

  • Planning (Corporate, Division, Business, Product / Service)
  • Implementing (Organizing Leading, Actual Implementing)
  • Controlling (Measuring + Diagnosing results, taking corrective action)
After Controlling, return to Planning/Implementing.
Q:
What are the 4 sequences of the Value-Delivering Process?
A:
  1. Discovering the required value
    (selecting target groups, segment, position, customize product)
  2. Developing a suitable customer offering
    (collab w/ R&D, bundle attributes, develop branding, estimate cost-benefit balanace/pricing/willingness to pay)
  3. Delivering the value (product to customers, incl. Service & Support)
  4. Communicating the value
Q:
What are the primary activities of the value chain?    
A:
  • Inbound Logistics
  • Operations
  • Outbound Logistics
  • Marketing & Sales
  • Service
⇒ Margin
Marketing

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