SMM (SS20) at Universität Bamberg | Flashcards & Summaries

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Sales and marketing management comprises

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• the systematic planning, coordination, and controlling of all firm processes that
are directed at current and potential future markets
• with the aim of reaching the firm‘s objectives (e.g. profitability and growth)
• by satisfying customer needs better than competitors

  through clearly defined value proposition

ns.

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Competitive risks (in horizontal competition)

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What advantages does the firm have as compared to competitors?
Risks:
(a) not developing any competitive advantage,
(b) developing competitive advantages that are not relevant to
customers,
(c) failing to communicate the competitive advantage to customers.

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Vertical competition
in the value chain:

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Different companies of different
value creation stages inside a value
chain (manufacturer, wholesaler,
retailer etc.) compete against each
other for customers, sales, revenue,
profit etc.

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Principles of sales and marketing management:

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Customer Orientation

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Marketing effectiveness

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Reaching the company´s objectives
through market-related activities
(„Doing the right thing“).
Examples:
• Profit
• Sales
• Customer satisfaction
• Positive Image

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Marketing efficiency

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Optimal performance of marketing
activities („Doing things right“) with
respect to:
• Cost effectiveness
• Time (speed, punctuality)
• Quality (error rate)

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Buying center-analysis

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When several people are involved in a purchasing decision,
they often occupy different roles in the purchasing process.
Customer contact needs to be differentiated with respect to
content, media and timing.

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Control information and access to members of the buying center and,
thus, control which potential vendors have an opportunity to
communicate, negotiate, and make a sale.

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Gate-keeper

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Provide input for other members of the buying center through information /
communication.

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Influencer

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Attitude model by Fishbein

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An attitude is an organised and learned predisposition with durable character to respond to an object in a specific manner, thereby controlling the behaviour.

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Transaction marketing

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Short-term oriented
Product
Customer acquisition
Based on product features
Sales, revenue, contribution
margin, profit, costs

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The domain of sales and marketing encompasses

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the activity and the set of institutions and processes
for creating, communicating, exchanging and delivering offerings
that have value for customers, marketers, and society.

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Q:

Sales and marketing management comprises

A:

• the systematic planning, coordination, and controlling of all firm processes that
are directed at current and potential future markets
• with the aim of reaching the firm‘s objectives (e.g. profitability and growth)
• by satisfying customer needs better than competitors

  through clearly defined value proposition

ns.

Q:

Competitive risks (in horizontal competition)

A:

What advantages does the firm have as compared to competitors?
Risks:
(a) not developing any competitive advantage,
(b) developing competitive advantages that are not relevant to
customers,
(c) failing to communicate the competitive advantage to customers.

Q:

Vertical competition
in the value chain:

A:

Different companies of different
value creation stages inside a value
chain (manufacturer, wholesaler,
retailer etc.) compete against each
other for customers, sales, revenue,
profit etc.

Q:

Principles of sales and marketing management:

A:

Customer Orientation

Q:

Marketing effectiveness

A:

Reaching the company´s objectives
through market-related activities
(„Doing the right thing“).
Examples:
• Profit
• Sales
• Customer satisfaction
• Positive Image

Mehr Karteikarten anzeigen
Q:

Marketing efficiency

A:

Optimal performance of marketing
activities („Doing things right“) with
respect to:
• Cost effectiveness
• Time (speed, punctuality)
• Quality (error rate)

Q:

Buying center-analysis

A:

When several people are involved in a purchasing decision,
they often occupy different roles in the purchasing process.
Customer contact needs to be differentiated with respect to
content, media and timing.

Q:

Control information and access to members of the buying center and,
thus, control which potential vendors have an opportunity to
communicate, negotiate, and make a sale.

A:

Gate-keeper

Q:

Provide input for other members of the buying center through information /
communication.

A:

Influencer

Q:

Attitude model by Fishbein

A:

An attitude is an organised and learned predisposition with durable character to respond to an object in a specific manner, thereby controlling the behaviour.

Q:

Transaction marketing

A:

Short-term oriented
Product
Customer acquisition
Based on product features
Sales, revenue, contribution
margin, profit, costs

Q:

The domain of sales and marketing encompasses

A:

the activity and the set of institutions and processes
for creating, communicating, exchanging and delivering offerings
that have value for customers, marketers, and society.

SMM (SS20)

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