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Marketing > 1: Einführung Ins Marketing > Flashcards

1: Einführung Ins Marketing Flashcards

1
Q

Business Orientierungen

A
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2
Q

Orientierung am Markt

A
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3
Q

Merkmale Konsumgütermärkte (B2C)

A
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4
Q

Definition: B2B Marketing

A
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5
Q

Merkmale B2B Märkte

A
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6
Q

Güter vs Dienstleistungen

A
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7
Q

Kombination: Gut & Dienstleistung

A

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

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8
Q

Überblick: Grundprinzipien Marketing

A
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9
Q

2 Arten von Kundenbedürfnisse

A
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10
Q

Analyse Kundenbedürfnisse: Means-End-Chain

A
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11
Q

Ziel Marktsegmentierung

A
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12
Q

Grundgedanke Marktsegmentierung

A
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13
Q

Ablauf Marktsegmentierung

A
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14
Q

Grundgedanke Verhaltensorientierung

A

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

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15
Q

Grundgedanke Marktforschung

A

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

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16
Q

Grundgedanke Marketing-Mix

A
17
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

18
Q

Grundgedanke Innovationsorientierung

A
19
Q

Innovationsorientierung

A
20
Q

Bsp Innovation Kaffeemakt

A
21
Q

Grundgedanke Gebrauch von Marken

A

Bsp: Differenzierung Parfüme in Drogerie

22
Q

Grundgedanke Mittel- bis Langfristigkeit

A

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

Marketing (6 decks)

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