Lernkarten

Karten 8 Karten
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Sprache English
Stufe Universität
Erstellt / Aktualisiert 09.04.2016 / 30.04.2018
Lizenzierung Namensnennung (CC BY)     (Thorsten Voß, Britta Meinert)
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Markets DEFINITION 

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Any place (virtual or real) where supply meets demand and thus leading to the formation of prices 

 

examples

 

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Reference objects of marketing 

Markets define the framework for marketing practiced by companies: customers, competitors, and other stakeholders are the major factors that determine the scope of marketing activities. 

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Objectives of marketing 

Companies strive to actively exert a controlled influence on the behaviour of both customers – or potential customers – as well as competitors to the benefit of the company and its stakeholders. 

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Stakeholders with determining influence on market activities 

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5 Stakeholders:

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Types of Markets 

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3 Types

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Criteria for the market definition 

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4 Criterions/ 4 Different mkts 

 

example 

problem with mkt definition by products

--> railroad business rather than transportation business

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Market definition based on products vs. needs 

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Examples

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Market definition by buyers 

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Example Roche