Marketing at Universität Frankfurt am Main

Flashcards and summaries for Marketing at the Universität Frankfurt am Main

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Study with flashcards and summaries for the course Marketing at the Universität Frankfurt am Main

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

What is being marketed?

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Name the definition for marketing management

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Name all 8 demand states
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Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Define Needs Wants and Demands and the Types of them.

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

What is the core marketing concept S-T-P?

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

What are the 3 types of media?

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

State everything to know about the "New Marketing Realities"

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Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Name all 4 holistic marketing dimensions.

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

!! Define and explain the 4 P's of the Marketing Mix in detail.

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Name the 4 additional P's of modern marketing management.

Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Define the value delivery process.

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Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Define the term "marketing plan"

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Exemplary flashcards for Marketing at the Universität Frankfurt am Main on StudySmarter:

Marketing

What is being marketed?
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas

Marketing

Name the definition for marketing management
the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicationg superior customer value.
!customer value nowadays!: often intangible, emotional, in mind of customer

Marketing

Name all 8 demand states
  • Negative (pay to avoid)
  • Latent (non existing product)
  • Irregular
  • Nonexistent
  • Declining
  • Unwholesome (ex. cigarettes)
  • Full (all products bought in market)
  • Overfull (shortage of products)

Marketing

Define Needs Wants and Demands and the Types of them.

  1. Needs = basic human requirement (types: stated, real, unstated, delight, secret)
  2. Wants = specific object that satisfies needs
  3. Demands = wants backed by an ability to pay

Marketing

What is the core marketing concept S-T-P?

  • Segmentation
  • Target Group/Market
  • Positioning

Marketing

What are the 3 types of media?

  • Paid (TV, magazine, displays)
  • Owned (website, facebook account)
  • Earned (word of mouth, viral)

Marketing

State everything to know about the "New Marketing Realities"

Forces defining it:

  • Technology
  • Globalization
  • Social Responsibility

New consumer capabilities

New company capabilities

Changing Channels (Retail transformation, Disintermediation)


Marketing

Name all 4 holistic marketing dimensions.

  1. Internal Marketing (hiring training and motivating employees)
  2. Integrated Marketing (4 P's)
  3. Performance Marketing (KPI's: financial, environmental and social impact)
  4. Relationship Marketing (good relationships with customers, employees, marketing partners + financial community)

Marketing

!! Define and explain the 4 P's of the Marketing Mix in detail.

  • Product (variety, quality, design, features, brand name, packaging, sizes, services, warranties, returns)
  • Price (list price, discounts, allowances, payment periods, credit terms)
  • Promotion (sales promotion, advertising, sales force, public relations, direct marketing)
  • Place (channels, coverage assortments, location, inventory, transport)

Marketing

Name the 4 additional P's of modern marketing management.

  • People
  • Processes
  • Programs
  • Performance

Marketing

Define the value delivery process.

  1. Choose value (ex: S-T-P)
  2. Communicate value (4th P: Promotion)
  3. Provide value (3 P's Product, Price, Place)

Marketing

Define the term "marketing plan"

The central instrument for directing and coordinating the marketing effort (either strategic or tactical)

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E-Marketing at

FOM Hochschule für Oekonomie & Management

Marketing I at

IUBH Internationale Hochschule

marketing at

Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen

marketing at

Hochschule Reutlingen

Marketing || at

IUBH Internationale Hochschule

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