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Sprache English
Stufe Universität
Erstellt / Aktualisiert 15.09.2020 / 21.01.2021
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0 Exakte Antworten 402 Text Antworten 0 Multiple Choice Antworten
Fenster schliessen

How would you define marketing?

"Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers."

"Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return"

"Marketing is the process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."

Fenster schliessen

What are the goals of marketing?

"marketing is to find out what people like and do more of it. Marketing is to find out what people don't like and do less of it."

 

Fenster schliessen

Why do we need marketing?

The Consumer needs something and the suppliers provides goods and services- so marketing gives the information of the supplier to the consumer and the consumer gives money to the supplier.

Old times the consumers needs were only provided by one supplier. It was a simple decision making. The supplier market decided (shortage society) Today it is different, consumer demand marked (affluent society) consumers have multiple suppliers to choose from and make a complex decision about goods and services and where to buy it.

Fenster schliessen

What is the principal of reward? Which rewards exist for the market partners?

Consumer: convenience fllfilled, happy, phychological relieve, accessability

 

Supplier: Revenue provitability, new customer, loyalty, dominance in area

Fenster schliessen

What is the principal of capacity? Which resources do the market partners need?

Consumers: space, capital, human resource
 

Supplier: human resource, capital, suppliers, good decision making, smart invesments

Fenster schliessen

What was the marketing evolution from the 1950ies to 2000s?

1950 Production orientation (sellers market) produce as much as you can

1960 Sales orientation (increasing competition, saturation) sell as much as you can
1970 Marketing orientation (buyers market) produce what you can sell

1980 Competitive orientation. How do we differentiate ourselves from competition?

1990 Environmental orientation , how do we recognize relevant trends and react effectively?

2000 Network orientation, how do we interact in networks and with customers and other market partners?

Fenster schliessen

What are factors impacting marketing?

  • Customer collaboarion and influence
  • Growth of channel and device choices
  • Social media
  • Roi accountability
  • Decreasing brand loyalty
  • Data explosion
  • Shifting consumer demographics
  • Regulatory considerations
  • Growth market oppotunities
  • Financial constraints
  • Corporate transparency
  • Privacy considerations
  • Global outsourcing

Fenster schliessen

Sorte the factors that impact marketing by impact.

  • Privacy considerations
  • Shifting consumer demographics
  • Social media 
  • Roi accountability
  • Corporate transparency 
  • Global outsourcing
  • Customer collaboarion and influence 
  • Regulatory considerations 
  • Data explosion
  • Growth of channel and device choices
  • Decreasing brand loyalty
  • Growth market oppotunities
  • Financial constraints


  • 67% Customer collaboarion and influence
  • 61% Growth of channel and device choices
  • 57% Social media
  • 45% ROI accountability
  • 42% Decreasing brand loyalty
  • 39% Data explosion
  • 37% Shifting consumer demographics
  • 33% Regulatory considerations
  • 31% Growth market oppotunities
  • 30% Financial constraints
  • 21% Corporate transparency
  • 10% Privacy considerations
  • 9% Global outsourcing