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
strategic marketing
how it is planned
defining customer value, targeting, positioning, branding, image
operative marketing
how it is done
definition of the offering, communication of offerng, management of mix, customer services
Marketing distribution channels
set of interdependent organizations involved in the process of making a product/service available for use and consumption
e.g.: wholesailing, retailing, online, automatic vending (vending machines, without employee)
Stakeholders
not part of a business but interested in it and therefore indirectly influencing it
e.g.: government, competitors,…..
B2B Buying Process
-straight rebuy (routine purch decision = everytime buying the same)
-modified rebuy (purchase decision with individual attention=everytime making a new choice)
reevaluation of options
