Business Administration an der Universität St. Gallen

“Market orientation means the implementation of the marketing concept. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept.”

• AIDA model : customer aquisition goes from first step of attracting attention (Attention) to raising interest (Interest), which leads to deepend evolution phase generating deeper interest (desire) that finally leads to purchasing ( Action)

• Like an integrator, an orchestrator does many things in its added­value chain itself

• buys several products and services; always from specialists --> gain quality and cost advantages compared to producing components themselves
• If a key supplier drops out at short notice, though, production can come to a standstill + transaction costs arise

• marketing is concerned with the implementa­tion of business activities that guide the stream of goods and services from the producer to the consumer or user

  
  

• necessary through change in demand and needs, through emerging substitute or competing products or changes in the environment, such as regulations.

• can be defined as a symbol or a name that has a monopoly position for a specific use in the consumer’s mind
• consumer connects brand to product that fulfills particular need
• have to be created through winning customers trust and through longterm oriented marketing; cultivated continually
• clear positoning & long­-term ori­ented, integrated marketing are requirements for a brand

results form juxtaposition(two things next to each other; comparing) of needs or expectations & meeting of those through product/service

--> quality results form this juxtaposition

• company can also focus on being in control of every val­ue­ adding stage of a value­ creation process

• often the case with traditional companies of an industry
• can influence the optimization of continuous performance and gen­ erate so­called economies of scope
• can save transaction costs, does not have negotiate complex contracts with suppliers and consumers
• runs the risk of having to accept cost disadvantages due to lack of specialization
  
  

• introduction phase: pioneer customers buy product that is still unknown; positioning of product is shaped; requires high investement in production, opening new markets and positioning ( small quantity of sales)

sustainable management with the objective of a balance between the value demands of in­ternal and external stakeholders in the context of an increasingly global and networked stakeholder society

• sales rise rapidly (new customers, higher consumption, early replacement demand) 
• vital to assure quality for sufficient cost optimization

• overlaying process ra­diating to the public at large via the entire buying cycle with its contact, evaluation, purchase, use and repeat­purchase stages

• important to keep the brand attractive for important customers all the time

• tactical, short-term measures can have an effect of the long -term image