Sales- Und Marketing Management at Universität Bamberg | Flashcards & Summaries

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Lernmaterialien für Sales- und Marketing Management an der Universität Bamberg

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TESTE DEIN WISSEN

What are wishes?

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TESTE DEIN WISSEN
  • Things that you want but not necessary need
  • You are not forced to buy them
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TESTE DEIN WISSEN

How is value described from the buyer and seller perspective?


What is the challenge as a company?

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TESTE DEIN WISSEN

Customer:

  • Purchase offerings when they see value in it


Company:

  • Define the amount of value they want to propose with an offering


--> Companies have to find out what value proposition is necessary, so that the customer is willing to pay for it


Lösung ausblenden
TESTE DEIN WISSEN

Why is market research so important to companies?

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TESTE DEIN WISSEN

Gives informations about:

  • Needs and wants
  • Comparison with alternatives
  • Value perception


--> leads to transaction between customer and company

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TESTE DEIN WISSEN

How is value defined?

What are the degrees of value?

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TESTE DEIN WISSEN

Value is the degree to which it fulfills a need/wish


Degrees of value:

  • High value
  • Medium value
  • no value
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TESTE DEIN WISSEN

Which value building blocks do exist? 

(7 Stück)

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TESTE DEIN WISSEN
  • Product value 
    • colour, technical details
  • System value
    • Networks, Compatible components
  • Service value
    • Delivery, installation
  • Infromation value
    • Product-related, delivery-related
  • Brand value
    • Prestige, Trustworthiness
  • Relationship value
    • member cards, Bonuses
  • Ethical value
    • Fair trade, green products
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TESTE DEIN WISSEN

In which elements can the domain of sales and marketing be devided?

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TESTE DEIN WISSEN
  • Activity perspective:
    • as an activity/as a result
  • Institutional perspective:
    • all institutions involved in exchange on market
  • Processual perspective:
    • core process (direct impact on value creation / supporting processes
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TESTE DEIN WISSEN

How does value creation work?

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TESTE DEIN WISSEN
  • Value is created by many steps in a value chain
  • Each actor in the value chain generates value. Therefor every actor needs:
    • to define own value proposition
    • to find partners
    • to understand the needs of customers custom (= Bedürfnisse)
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TESTE DEIN WISSEN

What is the function of a value chain?

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TESTE DEIN WISSEN

Value chains exist to bridge gaps between use and production


Examples:

  • Quality of offer and demand
  • Quantity of offer and demand
  • Space (logistics/location)
  • Timing (production schedule or storage facilities)
  • Actors (different objectives/needs/wishes)
  • Infrmation (market research)
Lösung ausblenden
TESTE DEIN WISSEN

What are the two meanings of sales?

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TESTE DEIN WISSEN
  • sales as a result: Volume of sold goods in a period of time
  • Sales as a function inside a firm
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TESTE DEIN WISSEN

In which distinctive criterions can market types be devided?

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TESTE DEIN WISSEN
  • Supplier structure:
    • monopoly, oligopoly, polypoly
  • Market medium:
    • stationary exchange, distance market (e-commerce)
  • Acess to the market:
    • open, restricted, closed
  • Power position:
    • buyer and seller markets
  • Regional scope:
    • domestic and export markets
Lösung ausblenden
TESTE DEIN WISSEN

What are the principles of sales and marketing?

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TESTE DEIN WISSEN
  • Customer orientation
    • customers perspective to all decisions
  • Marketing intelligence
    • information based descisions
  • Activities & innovation
    • ways of creating demand
  • Marketing implementation
    • manage market-directed processes
Lösung ausblenden
TESTE DEIN WISSEN

What are needs?

Lösung anzeigen
TESTE DEIN WISSEN
  • Existencial problems which need to be solved 
  • For individuals -->  food
  • For professionals --> legal requirements
Lösung ausblenden
  • 47528 Karteikarten
  • 1321 Studierende
  • 42 Lernmaterialien

Beispielhafte Karteikarten für deinen Sales- und Marketing Management Kurs an der Universität Bamberg - von Kommilitonen auf StudySmarter erstellt!

Q:

What are wishes?

A:
  • Things that you want but not necessary need
  • You are not forced to buy them
Q:

How is value described from the buyer and seller perspective?


What is the challenge as a company?

A:

Customer:

  • Purchase offerings when they see value in it


Company:

  • Define the amount of value they want to propose with an offering


--> Companies have to find out what value proposition is necessary, so that the customer is willing to pay for it


Q:

Why is market research so important to companies?

A:

Gives informations about:

  • Needs and wants
  • Comparison with alternatives
  • Value perception


--> leads to transaction between customer and company

Q:

How is value defined?

What are the degrees of value?

A:

Value is the degree to which it fulfills a need/wish


Degrees of value:

  • High value
  • Medium value
  • no value
Q:

Which value building blocks do exist? 

(7 Stück)

A:
  • Product value 
    • colour, technical details
  • System value
    • Networks, Compatible components
  • Service value
    • Delivery, installation
  • Infromation value
    • Product-related, delivery-related
  • Brand value
    • Prestige, Trustworthiness
  • Relationship value
    • member cards, Bonuses
  • Ethical value
    • Fair trade, green products
Mehr Karteikarten anzeigen
Q:

In which elements can the domain of sales and marketing be devided?

A:
  • Activity perspective:
    • as an activity/as a result
  • Institutional perspective:
    • all institutions involved in exchange on market
  • Processual perspective:
    • core process (direct impact on value creation / supporting processes
Q:

How does value creation work?

A:
  • Value is created by many steps in a value chain
  • Each actor in the value chain generates value. Therefor every actor needs:
    • to define own value proposition
    • to find partners
    • to understand the needs of customers custom (= Bedürfnisse)
Q:

What is the function of a value chain?

A:

Value chains exist to bridge gaps between use and production


Examples:

  • Quality of offer and demand
  • Quantity of offer and demand
  • Space (logistics/location)
  • Timing (production schedule or storage facilities)
  • Actors (different objectives/needs/wishes)
  • Infrmation (market research)
Q:

What are the two meanings of sales?

A:
  • sales as a result: Volume of sold goods in a period of time
  • Sales as a function inside a firm
Q:

In which distinctive criterions can market types be devided?

A:
  • Supplier structure:
    • monopoly, oligopoly, polypoly
  • Market medium:
    • stationary exchange, distance market (e-commerce)
  • Acess to the market:
    • open, restricted, closed
  • Power position:
    • buyer and seller markets
  • Regional scope:
    • domestic and export markets
Q:

What are the principles of sales and marketing?

A:
  • Customer orientation
    • customers perspective to all decisions
  • Marketing intelligence
    • information based descisions
  • Activities & innovation
    • ways of creating demand
  • Marketing implementation
    • manage market-directed processes
Q:

What are needs?

A:
  • Existencial problems which need to be solved 
  • For individuals -->  food
  • For professionals --> legal requirements
Sales- und Marketing Management

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