Marketing an der Cologne Business School | Karteikarten & Zusammenfassungen

Lernmaterialien für Marketing an der Cologne Business School

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TESTE DEIN WISSEN

Kano Model prioritize the Critical to Satisfaction Characteristics of a product/service (as defined by the customer) 

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TESTE DEIN WISSEN

1. Must Be: These quality characteristics must be present or the customer will go elsewhere. (Example: Every hotel has to have a bed.) 

2. Performance: The better you are at meeting these needs, the happier the customer is. (Example: The friendlier the hotel staff, the more satisfied the customer.) 

3. Delighters: Those characteristics that the customer was not expecting but received as a bonus. (Example: Super fancy restrooms, free parking, free welcome drink etc.) 


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TESTE DEIN WISSEN

Strategic planning step2: Setting Company Objectives and Goals 

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The (long-term) mission should be translated into supporting objectives and goals for the current period. 

• Customer-Driven vs. Shareholder-Oriented objectives are: 

• Increase Customer Satisfaction (vs. decrease costs) • Increase Customer Loyalty (vs. increase profits) 

• Improve Brand Image / Reputation (vs. increase market share) 


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TESTE DEIN WISSEN

What is Marketing? 


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The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Shortest definition: Meeting customer needs profitably

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TESTE DEIN WISSEN

Marketers must understand some core concepts to achieve their goals: 


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TESTE DEIN WISSEN

- Needs, Wants, and Demands 

- Market Offerings (products, services, and experiences) 

- Value and Satisfaction

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TESTE DEIN WISSEN

Goals of Marketing

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TESTE DEIN WISSEN

- Attract new customers by promising superior value 

- Keep and grow current customers by delivering superior value

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TESTE DEIN WISSEN

Components of a customer driven Mission Statement

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TESTE DEIN WISSEN

1. What do we offer? 

2. Who is our customer? 

3. What do consumers value? 


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Difference in views of Marketing in the past and today

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TESTE DEIN WISSEN

Old view: making a sale (telling and selling)

New view: satisfying customer needs

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TESTE DEIN WISSEN

Two types of Marketing Offerings

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TESTE DEIN WISSEN

1. Tangible Market Offerings: Physical entities (Products) 

2. Intangible Market Offerings: Non-physical entities (Services, experiences, benefits)

People don‘t buy products anymore, they buy benefits & experiences! (Products are just the mean to an end)

e.g Tesla selling dreams, future and to be part of a mission

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TESTE DEIN WISSEN

Def. and equation Customer perceived value 

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TESTE DEIN WISSEN

- The customer’s evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers 

- Customer perceived value = benefits – costs

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TESTE DEIN WISSEN

Def. Customer satisfaction

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TESTE DEIN WISSEN

- The extent to which the product’s perceived performance matches a buyer’s expectations 

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TESTE DEIN WISSEN

The Expectation-Management Problem 


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TESTE DEIN WISSEN

1. If marketers set expectations too HIGH, they may attract consumers, but buyers will be disappointed. 2. If marketers set expectations too LOW, they may satisfy those who buy, but fail to attract enough consumers.

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TESTE DEIN WISSEN

Designing the Business Portfolio: The company must


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TESTE DEIN WISSEN

Analyze its current business portfolio and decide which SBU’s should receive more, less, or no investment →BCG Matrix. 

Develop strategies for growth and downsizing that will shape the future business portfolio →Ansoff Matrix.

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Q:

Kano Model prioritize the Critical to Satisfaction Characteristics of a product/service (as defined by the customer) 

A:

1. Must Be: These quality characteristics must be present or the customer will go elsewhere. (Example: Every hotel has to have a bed.) 

2. Performance: The better you are at meeting these needs, the happier the customer is. (Example: The friendlier the hotel staff, the more satisfied the customer.) 

3. Delighters: Those characteristics that the customer was not expecting but received as a bonus. (Example: Super fancy restrooms, free parking, free welcome drink etc.) 


Q:

Strategic planning step2: Setting Company Objectives and Goals 

A:

The (long-term) mission should be translated into supporting objectives and goals for the current period. 

• Customer-Driven vs. Shareholder-Oriented objectives are: 

• Increase Customer Satisfaction (vs. decrease costs) • Increase Customer Loyalty (vs. increase profits) 

• Improve Brand Image / Reputation (vs. increase market share) 


Q:

What is Marketing? 


A:

The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Shortest definition: Meeting customer needs profitably

Q:

Marketers must understand some core concepts to achieve their goals: 


A:

- Needs, Wants, and Demands 

- Market Offerings (products, services, and experiences) 

- Value and Satisfaction

Q:

Goals of Marketing

A:

- Attract new customers by promising superior value 

- Keep and grow current customers by delivering superior value

Mehr Karteikarten anzeigen
Q:

Components of a customer driven Mission Statement

A:

1. What do we offer? 

2. Who is our customer? 

3. What do consumers value? 


Q:

Difference in views of Marketing in the past and today

A:

Old view: making a sale (telling and selling)

New view: satisfying customer needs

Q:

Two types of Marketing Offerings

A:

1. Tangible Market Offerings: Physical entities (Products) 

2. Intangible Market Offerings: Non-physical entities (Services, experiences, benefits)

People don‘t buy products anymore, they buy benefits & experiences! (Products are just the mean to an end)

e.g Tesla selling dreams, future and to be part of a mission

Q:

Def. and equation Customer perceived value 

A:

- The customer’s evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers 

- Customer perceived value = benefits – costs

Q:

Def. Customer satisfaction

A:

- The extent to which the product’s perceived performance matches a buyer’s expectations 

Q:

The Expectation-Management Problem 


A:

1. If marketers set expectations too HIGH, they may attract consumers, but buyers will be disappointed. 2. If marketers set expectations too LOW, they may satisfy those who buy, but fail to attract enough consumers.

Q:

Designing the Business Portfolio: The company must


A:

Analyze its current business portfolio and decide which SBU’s should receive more, less, or no investment →BCG Matrix. 

Develop strategies for growth and downsizing that will shape the future business portfolio →Ansoff Matrix.

Marketing

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