Markets And Marketing at Zurich University Of Applied Sciences Winterthur | Flashcards & Summaries

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Lernmaterialien für Markets and Marketing an der Zurich University of Applied Sciences Winterthur

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Marketing offerings

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are some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 

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Marketing myopia 

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is focusing only on existing wants and losing sight of underlying consumer needs.

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Needs

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are basic human requirements. 

They are states of felt deprivation. 


"I am hungry"

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Wants

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needs + culture + personality

Wants are the form human needs take as they are shaped by culture and individual personality. 


They are the solution to fulfill the needs.


"I feel like caviar or sushi or a hot dog"

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Demand

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Want + Buying power

Demands are human wants that are backed by buying power. 


Power to buy the solution. 


"Student -> Hotdog in cafeteria"

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Market

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Number of people with the same demand. 

Potential customers. 


"How many students on campus?"

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Consumers need & wants Conclusion

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We need to understand what consumers need & want so that we can sell them the right product or service that will make them happy, will make them buy again and promote our products to their friends.

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Trend Research for 2020

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  • Trend scouting
  • Media- /Web- /Social Media analysis
  • Data mining (google trends)
  • Ethnography (observation)
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Trend Research 2030

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  • Qualitative and quantitative research
  • Delphi-Method
  • Scenario
  • Co-creation / Innovation workshops
  • crowdsourcing
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Trend Research 2050

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  • Wild cards
  • Speculation
  • Storytelling
  • Science fiction
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Marketing Environment

(Definition)

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The marketing environment includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. 

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Marketing is 

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

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  • 4014 Karteikarten
  • 134 Studierende
  • 0 Lernmaterialien

Beispielhafte Karteikarten für deinen Markets and Marketing Kurs an der Zurich University of Applied Sciences Winterthur - von Kommilitonen auf StudySmarter erstellt!

Q:

Marketing offerings

A:

are some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 

Q:

Marketing myopia 

A:

is focusing only on existing wants and losing sight of underlying consumer needs.

Q:

Needs

A:

are basic human requirements. 

They are states of felt deprivation. 


"I am hungry"

Q:

Wants

A:

needs + culture + personality

Wants are the form human needs take as they are shaped by culture and individual personality. 


They are the solution to fulfill the needs.


"I feel like caviar or sushi or a hot dog"

Q:

Demand

A:

Want + Buying power

Demands are human wants that are backed by buying power. 


Power to buy the solution. 


"Student -> Hotdog in cafeteria"

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Q:

Market

A:

Number of people with the same demand. 

Potential customers. 


"How many students on campus?"

Q:

Consumers need & wants Conclusion

A:

We need to understand what consumers need & want so that we can sell them the right product or service that will make them happy, will make them buy again and promote our products to their friends.

Q:

Trend Research for 2020

A:
  • Trend scouting
  • Media- /Web- /Social Media analysis
  • Data mining (google trends)
  • Ethnography (observation)
Q:

Trend Research 2030

A:
  • Qualitative and quantitative research
  • Delphi-Method
  • Scenario
  • Co-creation / Innovation workshops
  • crowdsourcing
Q:

Trend Research 2050

A:
  • Wild cards
  • Speculation
  • Storytelling
  • Science fiction
Q:

Marketing Environment

(Definition)

A:

The marketing environment includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. 

Q:

Marketing is 

A:

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

Markets and Marketing

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