Marketing Flashcards
Internal Business Drivers
Strengths and weaknesses
What makes zou exceptional?
-> do something your really good at
External Business Drivers
Opportunities and threats
With what external conditions do you work (market, ressources,….)
Product Policy
How do you work with what you have figured out
e.g. pric epolicy. distribution policy, promotion policy,….
auditing
= Wirtschaftsprüfung
control the applyment of regulations for processes, norms and laws
organizational mission
organization’s goals and how it intends to meet them
VRIN traits
=key features of stratecig advantage
valuable, rare, imperfectly imitable, non-substitutable
value-added chain
A value chain isa series of consecutive steps that go into the creation of a finished product, from its initial design to its arrival at a customer’s door
marketing mix
combining essential features that make uo and determine a product or service
marketing myopia
meeting customer needs rather than selling products is beneficiall
market segmentatiom
dividing a broad target market into subgroups of consumers who have the same needs
product positioning
creating a suitable image of a product (adjusted at the target market)
marketing concept
be more effective than competitors in satisfying the needs and wants of target markets
customer acquisition
gaining customers
customer retention
create a relationship with your customers
types of marketing
consumer marketing, relationship marketing, services marketing, retail marketing, industrial marketing, electronic marketing
