1: Einführung Ins Marketing Flashcards by Victoria Hoffmeister

Q

Business Orientierungen

A

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Q

Orientierung am Markt

A

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Q

Merkmale Konsumgütermärkte (B2C)

A

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Q

Definition: B2B Marketing

A

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Q

Merkmale B2B Märkte

A

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Q

Güter vs Dienstleistungen

A

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Q

Kombination: Gut & Dienstleistung

A

Passiert häufig; Entwicklung: aus Produkt wird Dienstleistung (Kaffeebohnen -> Erlebnis Kaffee trinken)

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Q

Überblick: Grundprinzipien Marketing

A

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Q

2 Arten von Kundenbedürfnisse

A

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Q

Analyse Kundenbedürfnisse: Means-End-Chain

A

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Q

Ziel Marktsegmentierung

A

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Q

Grundgedanke Marktsegmentierung

A

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Q

Ablauf Marktsegmentierung

A

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Q

Grundgedanke Verhaltensorientierung

A

Bsp: Sack-Way sollte Auto/Transport revolutionieren, E-Roller haben es aber geschafft

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Q

Grundgedanke Marktforschung

A

Bsp: Nivea Black & White Deo -> neues Kundenbedürfnis entdeckt

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Q

Grundgedanke Marketing-Mix

A

Q

Überblick Marketing-Mix

A

Bsp: Product -> Größe Cola Flasche / Nivea Bodymilk; Preis -> Dyson vs herkömmlich; Promotion -> Tesla (0 USD) vs GM (5 Milliarden USD); Place -> online vs vor Ort

Q

Grundgedanke Innovationsorientierung

A

Q

Innovationsorientierung

A

Q

Bsp Innovation Kaffeemakt

A

Q

Grundgedanke Gebrauch von Marken

A

Bsp: Differenzierung Parfüme in Drogerie

Q

Grundgedanke Mittel- bis Langfristigkeit

A

Bsp: Praktiker -> man muss langfristig denken, bei kurzfristig stirbt man