SMM (SS20) at Universität Bamberg

Flashcards and summaries for SMM (SS20) at the Universität Bamberg

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Study with flashcards and summaries for the course SMM (SS20) at the Universität Bamberg

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

The domain of sales and marketing encompasses

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Sales and marketing management comprises

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Competitive risks (in horizontal competition)

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Vertical competition
in the value chain:

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Principles of sales and marketing management:

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Marketing effectiveness

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Marketing efficiency

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Buying center-analysis

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

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.

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

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

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Attitude model by Fishbein

Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

Transaction marketing

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Exemplary flashcards for SMM (SS20) at the Universität Bamberg on StudySmarter:

SMM (SS20)

The domain of sales and marketing encompasses

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)

Sales and marketing management comprises

• 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.

SMM (SS20)

Competitive risks (in horizontal competition)

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.

SMM (SS20)

Vertical competition
in the value chain:

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.

SMM (SS20)

Principles of sales and marketing management:

Customer Orientation

SMM (SS20)

Marketing effectiveness

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

SMM (SS20)

Marketing efficiency

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

SMM (SS20)

Buying center-analysis

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.

SMM (SS20)

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.

Gate-keeper

SMM (SS20)

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

Influencer

SMM (SS20)

Attitude model by Fishbein

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

SMM (SS20)

Transaction marketing

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

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