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Consumer Behaviour

Consumer Behaviour

Kartei Details

Karten 8
Sprache English
Kategorie Marketing
Stufe Universität
Erstellt / Aktualisiert 09.04.2016 / 30.04.2018
Lizenzierung Namensnennung (CC BY)    (Thorsten Voß, Britta Meinert)
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Any place (virtual or real) where supply meets demand and thus leading to the formation of prices 




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. 

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. 

Stakeholders with determining influence on market activities 

5 Stakeholders:

Types of Markets 

3 Types

Criteria for the market definition 

4 Criterions/ 4 Different mkts 



problem with mkt definition by products

--> railroad business rather than transportation business

Market definition based on products vs. needs 


Market definition by buyers 

Example Roche