Commercial Management at Universität Hohenheim | Flashcards & Summaries

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Lernmaterialien für Commercial Management an der Universität Hohenheim

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TESTE DEIN WISSEN
Information Lifecycle 
Lösung anzeigen
TESTE DEIN WISSEN
  • Obtain Data (Data Warehouse)
  • Know your costumer: (Datamining +CRM) 
  • Costumer Management strategies (CRM)
  • Establish goals
  • Accomplish goals (balanced scorecard) 
Lösung ausblenden
TESTE DEIN WISSEN
Balanced Scorecard and control indicators
Lösung anzeigen
TESTE DEIN WISSEN
Documents, data and information that allow the follow up, evaluation and control of the commercial program efficiency to meet the established objectives.

—> make approve the modification of the contingency plan
Lösung ausblenden
TESTE DEIN WISSEN
Definition Commercial management
Lösung anzeigen
TESTE DEIN WISSEN
Practical application of different managment techniques (analysis, planning, execution and control) to the commercial activity
  • direct contact to costumer through the SELLING PROCESS
  • responsible for the Profit and result arising from the exchange Efforts and relationship with the Target Market
Lösung ausblenden
TESTE DEIN WISSEN
Commercial Planning definition
Lösung anzeigen
TESTE DEIN WISSEN
Commercial Planning includes decisions regarding
  • Sales objectives
  • actions to perform, organise and calendarize budget to reach these sales objectives
  • manage commercial networks to satisfy costumer needs 

Its origin is in the Marketing Planning (also results from general Planning prozess) 
Lösung ausblenden
TESTE DEIN WISSEN
Sales Plan definition
Lösung anzeigen
TESTE DEIN WISSEN
The Sales Plan is a tactic document that results from the Marketing Plan 
Includes:
  • the establishment of the specific sales objectives
  • definition of the necessary actions to reach these goals
  • specifies the budget and its timeline

Difference to Marketing Plan
  • focusses on the different stages in the sales process
  • focusses on the sales structure and organisation
  • focusses on the quantification and specification of the sales objectives, actions and budget

Lösung ausblenden
TESTE DEIN WISSEN
Activities that need to be done before the sales plan development
Lösung anzeigen
TESTE DEIN WISSEN
Sales Plan usually has an annual validity
before its development
  • Commercial Research
  • Comprehensive analysis of the internal and external information
  • Coordination with other related areas of the company
  • Management evaluation of the draft and the final version approval
Lösung ausblenden
TESTE DEIN WISSEN
Sales Plan Standard content
Lösung anzeigen
TESTE DEIN WISSEN
  • Environmental Analysis (Macro, Micro)
  • Company Analysis (SWOT)
  • Sales forecast (sector) and Objectives (company)
  • strategic tools to reach them  
  • Program and action schedule
  • Budget and results
  • Follow up and objectives control
—> Executive Summary
Lösung ausblenden
TESTE DEIN WISSEN
Marketing Plan definition
Lösung anzeigen
TESTE DEIN WISSEN
Marketing Plan is the Basic tool for the planification of Marketing activities.
It includes
  • Marketing strategies which helps the company to reach their strategic goals
  • Specific marketing actions that need to be implemented in order to establish the strategies
  • Control Elements that will be monitorized during their implementation in order to introduce any improvement for the plan
Lösung ausblenden
TESTE DEIN WISSEN
Factors that effect Sales forecast
Lösung anzeigen
TESTE DEIN WISSEN
  • environment
  • market
  • marketing efforts of the market
  • period
  • product type
  • price
  • quality
  • consumer habits
Lösung ausblenden
TESTE DEIN WISSEN
Different sales Forecast methods
Lösung anzeigen
TESTE DEIN WISSEN
Use actual data
  • naive forecast

Statistics
  • Exponentially smoothed
  • series analysis
  • cuadratic thechniques
  • delphi method

Surveys:
  • Purchase intention (potential consumers)
  • concept test (about concept) 
  • market test (about real market)
  • experts opinions (internal and external) 

Lösung ausblenden
TESTE DEIN WISSEN
Commercial Information Management (Background)
Lösung anzeigen
TESTE DEIN WISSEN
73% admit to be overwhlemed by the huge amount of data
62% declare of not having control over their information

Differentiate between 
  • data aquisition, storage and organization
  • analysis and interpretation of data
Lösung ausblenden
TESTE DEIN WISSEN
Datamining concepts

Lösung anzeigen
TESTE DEIN WISSEN
Datamining System is a support technology for the final user whose objectives is to extract useful knowledge from the information contained in the companys database

—> the objective is to create descriptive models to understand complex „realities“, as well as the elaboration of predictive models in order to apply INTELLIGENT STRATEGIES

Applications 
  • identification of the costumers purchase behaviour pattern
  • collection of similarities through costumers demographic characteristics
  • prediction of which costumers will react to specific commercial strategies

Lösung ausblenden
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  • 1630 Studierende
  • 29 Lernmaterialien

Beispielhafte Karteikarten für deinen Commercial Management Kurs an der Universität Hohenheim - von Kommilitonen auf StudySmarter erstellt!

Q:
Information Lifecycle 
A:
  • Obtain Data (Data Warehouse)
  • Know your costumer: (Datamining +CRM) 
  • Costumer Management strategies (CRM)
  • Establish goals
  • Accomplish goals (balanced scorecard) 
Q:
Balanced Scorecard and control indicators
A:
Documents, data and information that allow the follow up, evaluation and control of the commercial program efficiency to meet the established objectives.

—> make approve the modification of the contingency plan
Q:
Definition Commercial management
A:
Practical application of different managment techniques (analysis, planning, execution and control) to the commercial activity
  • direct contact to costumer through the SELLING PROCESS
  • responsible for the Profit and result arising from the exchange Efforts and relationship with the Target Market
Q:
Commercial Planning definition
A:
Commercial Planning includes decisions regarding
  • Sales objectives
  • actions to perform, organise and calendarize budget to reach these sales objectives
  • manage commercial networks to satisfy costumer needs 

Its origin is in the Marketing Planning (also results from general Planning prozess) 
Q:
Sales Plan definition
A:
The Sales Plan is a tactic document that results from the Marketing Plan 
Includes:
  • the establishment of the specific sales objectives
  • definition of the necessary actions to reach these goals
  • specifies the budget and its timeline

Difference to Marketing Plan
  • focusses on the different stages in the sales process
  • focusses on the sales structure and organisation
  • focusses on the quantification and specification of the sales objectives, actions and budget

Mehr Karteikarten anzeigen
Q:
Activities that need to be done before the sales plan development
A:
Sales Plan usually has an annual validity
before its development
  • Commercial Research
  • Comprehensive analysis of the internal and external information
  • Coordination with other related areas of the company
  • Management evaluation of the draft and the final version approval
Q:
Sales Plan Standard content
A:
  • Environmental Analysis (Macro, Micro)
  • Company Analysis (SWOT)
  • Sales forecast (sector) and Objectives (company)
  • strategic tools to reach them  
  • Program and action schedule
  • Budget and results
  • Follow up and objectives control
—> Executive Summary
Q:
Marketing Plan definition
A:
Marketing Plan is the Basic tool for the planification of Marketing activities.
It includes
  • Marketing strategies which helps the company to reach their strategic goals
  • Specific marketing actions that need to be implemented in order to establish the strategies
  • Control Elements that will be monitorized during their implementation in order to introduce any improvement for the plan
Q:
Factors that effect Sales forecast
A:
  • environment
  • market
  • marketing efforts of the market
  • period
  • product type
  • price
  • quality
  • consumer habits
Q:
Different sales Forecast methods
A:
Use actual data
  • naive forecast

Statistics
  • Exponentially smoothed
  • series analysis
  • cuadratic thechniques
  • delphi method

Surveys:
  • Purchase intention (potential consumers)
  • concept test (about concept) 
  • market test (about real market)
  • experts opinions (internal and external) 

Q:
Commercial Information Management (Background)
A:
73% admit to be overwhlemed by the huge amount of data
62% declare of not having control over their information

Differentiate between 
  • data aquisition, storage and organization
  • analysis and interpretation of data
Q:
Datamining concepts

A:
Datamining System is a support technology for the final user whose objectives is to extract useful knowledge from the information contained in the companys database

—> the objective is to create descriptive models to understand complex „realities“, as well as the elaboration of predictive models in order to apply INTELLIGENT STRATEGIES

Applications 
  • identification of the costumers purchase behaviour pattern
  • collection of similarities through costumers demographic characteristics
  • prediction of which costumers will react to specific commercial strategies

Commercial Management

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