Marketing and Innovation Management an der TU München
Karteikarten und Zusammenfassungen für Marketing and Innovation Management an der TU München
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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs Marketing and Innovation Management an der TU München.
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
What is Marketing Management
The art and science of choosing a target customer group and building a strong profitable relationship with its customers. The Marketing Managers aim is to engage keep an d grow target customers by creating delivering and communicating superior customer value
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
Negative Market Demand
Whne a consumer intentionally avoids buy a product that can go to the lengths of paying to avoid it.
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
what should Marketing Deliver? Aim of marketing
marketing should deliver value to customers and engage with them in a way that maintains or improves both the customers and society's well being.
call for sustainable marketing
call for sustainable marketing
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
What is a meta market
Rather than giving multiple products to one customer, the meta market brings together different customers of the same product.
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who/what are metamediaries?
A company that acts as the single point of contact between online customers and suppliers. Metamediaries are also referred to as middlemen or third-party provider
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
What are the major societal forces?
Major societal forces
§ Recession and economic recovery; effects around the globe
§ Heightened competition (e.g., brand extensions)
§ Technological developments (e.g., digitization, Internet, self-serving tools) that often lead to customer empowerment and well-connected customers (e.g., online review boards)
§ Industry convergence (e.g., Nike and Apple iPod)
§ Retail transformation (e.g., own-label brands)
§ Availability of big data (e.g., artificial intelligence-derived solutions)
§ Recession and economic recovery; effects around the globe
§ Heightened competition (e.g., brand extensions)
§ Technological developments (e.g., digitization, Internet, self-serving tools) that often lead to customer empowerment and well-connected customers (e.g., online review boards)
§ Industry convergence (e.g., Nike and Apple iPod)
§ Retail transformation (e.g., own-label brands)
§ Availability of big data (e.g., artificial intelligence-derived solutions)
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
Marketing Philosophy key principles
Customer-centered perspective; design the “right” products and services for a certain target group.
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
Goal of Marketing Philosophy
The goal is to be more effective than competitors in understanding the target group’s needs; to create, deliver, and communicate superior value to target groups; to increase customer lifetime value.
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
What ae the interpreationx of Marketing Philosophy
-Goals to direct all managerial decisions towards increasing customer-perceived value and hence customer lifetime value.
-Means (i.e., the use of marketing mix instruments)
- Method (i.e., the support of decisions via market research findings)
-Means (i.e., the use of marketing mix instruments)
- Method (i.e., the support of decisions via market research findings)
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
State the marketing management process
- Planning
-Implementing
-Controling
-Implementing
-Controling
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
Who are often included by Marketing Management as External suppliers
Retailers, Advertising agencies, Transporters, Research Companies, Internet providers, Database managers, Distributors
Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:
Name the four steps of the Value-Delivering Process and the methods associated with them.
- Discovering the required value: Market research
- Develop a suitable customer offering: Selection, Targeting, and Positioning
- Delivering the value: Selecting the right marketing channel
- Communicating the value: Attract attention to your marketing messages
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