Chapter 2 and 3: Market Analysis and Marketing Strategy Flashcards
What should be the management’s objective in all cases?
- To generate a sufficient demand (enough customers) or incidents of use or purchasing.
- To generate a sufficient appeal that generates a willingness to pay (based on alignment with the needs of the respective market) and
- To generate appropriate delivery and handling costs
… in the relevant markets
What is the definition of a market?
Places where supply and demand meet
In which forms can markets occur?
These places can be
- real in the form of a specific geographical space (traditional market place, fair or mall)
- institutional in the form of a stock market that can be accessed electronically or from a distance
- or virtual in the form of a data system (e.g. electronic buying places like eBay)
What are the three characteristics of a market?
- Information, products and services are exchanged
- prices are set
- and contracts are negotiated
…in markets.
When is a transaction achieved on a market?
A transaction is achieved if one partner (buyer) places a higher value on a piece of information, product or a service than the other partner (seller).
Which are the individual steps of a market transaction? What can be identified based on them?
Using a market is never free of cost; sometimes substantial transaction costs arise.
==> These can be identified based on the individual steps of a market transaction.
- Initiation:
Costs for information and selection of transaction partners - Negotiation:
Costs for negotiating, writing contract and completing contracts - Settlement:
Costs for coordinating, controlling and customizing the contract.
What does a customer system consist of?
Consists of a customer and the social elements influencing him that can be depicted in a stratigraphic model.
What is created on every level of a customer system?
A customer benefit is created on every level.
Which levels does the customer system consist of?
In what forms do the customer benefits come on every level of the customer system?
Buyers’ community:
Structures and infrastructure like distribution systems or markets, which create efficiency on the level of the buyers’ community.
Co-customers:
Atmosphere on the level of the co-customers
Co-decision makers:
Security on the level of the co-decision makers.
Which phases does the repeat-purchase cycle comprise?
Customers are subject to processes in their purchasing behavior:
The repeat-purchase cycle comprises the phases of
- initial purchase,
- usage,
- repeat purchase,
- complementary
- and replacement purchase
==> If customers are satisfied and trust a provider, they tend to buy more and different products from him.
What is the share of wallet?
The share of total expenditure a customer spends with a particular company
What is “word of mouth”?
Satisfied customers lead to the acquisition of new customers via “word of mouth”
What is cross selling?
If one succeeds in selling not only more but also different goods and services by cross selling (the sale of new kinds of products to existing customers, for example when a post office sells stationary or books), the customer return increases even more.
Why did the focus in marketing shift from individual transactions to integrated and long-term customer relations?
After initial high investments in acquisition and in the first transaction, costs decrease gradually thorugh standardization. (One knows the customer, knows what he wants and can build on a relationship of trust)
During this process, the customer’s critical attitude often diminishes as well. Subsequently, servicing and warranty costs decrease.
Why do intermediaries become necessary?
In more complex markets, intermediaries (Vermittler) are necessary to overcome distances, to provide support services that address problems or challenges or to handle payment and information flow.
Which are the main categories of intermediaries?
- Brokers
- Architects
- Classic retailers and wholesalers
What do brokers do, what are examples for brokers?
Brokers mediate between demanders and suppliers by among other things exchanging information and pooling demanders and goods and services.
Example: Insurance Brokers who create risk-management packages for insurance clients, real estate brokers or financial market brokers
What do Architects do as intermediaries?
Advise individual customers and negotiate with suppliers, in doing so they represent the customer
What do classic retailers and wholesalers do as intermediaries?
connect suppliers and buyers and take on logistic, collection, consulting and range-of-goods functions for their own accounts
What is an intermediary’s contribution?
An intermediary’s contribtution is the reduction of transaction costs.
Which distinctions between markets are there and why is the distinction important?
Due to the market players’ different ways of reacting, the distinction between I-markets (instituional markets) and C-markets (end-customer or consumer markets) is important
What is an I-market?
In I-markets (also called B-markets) it is mostly committees making decisions, or at least individuals who have to answer for their decision to committees.
A factual situation is essential; definite arguments like benefits and costs are critical.
However, a political dynamic often arises from the involvement of committees with their formal and informal power structures for example when a purchasing has to be convinced.
What are C-Markets?
In C-Markets (also community markets), purely mateiral cost-benefit considerations are not the only decisive factors.
Rather, purchasing decisions are based on psychological benefits like affiliation with a group or community or a contribution to identity establishment.
What are G-Markets?
There are also G-Markets (government/state markets)