Marketing
Summary of some important stuff
Summary of some important stuff
Kartei Details
| Karten | 70 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 15.01.2017 / 29.01.2017 |
| Weblink |
https://card2brain.ch/box/20170115_marketing
|
| Einbinden |
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Marketing Mix (Marketing Mix)
Set of marketing tools the firm uses to implement its marketing strategy
Marketing Mix - Customer Value (Marketing Mix)
Marketing Considerations for Convenience and Shopping Products (P&I Policy)
Product Levels: The customer value hierarchy (P&I Policy)
-->from Armstrong, Kotler
Product Levels: The customer value hierarchy (P&I Policy)
--> Example
Packaging has been influenced by... (P&I Policy)
Product mix / -line (P&I Policy)
Line Stretching (P&I Policy)
- Down-Market Stretch (Offer cheaper price line)
- Up-Market Stretch (Offer more expensive price line)
- Two-Way Stretch (do down and up stretching at the same time)
Bundling and Unbundling , Cross- and Upselling (P&I Policy)
- Bundling is the integration of a number of features, services and accessories into one purchase.
- Unbundling is the separation of these components out into separate purchases and options.
- Up-selling you want to sell the customer a more expensive version
- Cross-selling is the attempt (versuch) of selling an additional product or service to an existing customer (mobile + abo)
Strategies for Shifting Demand to Match Capacity (Services Marketing)
Expanded Mix for Services – The 7 Ps (8 Ps) (Services Marketing)
The service encounter (begegnung) (Services Marketing)
Marketing Instrument Price (Marketing Mix Pricing)
Which aspects influence the price of a product
Key Ideas: Pricing
Price has a larger impact on profits than any other lever. Price changes affect margins, unit volumes, costs, and customer perceptions. In setting prices, the firm should consider perceived customer value, costs, competition, and strategic objectives. Excessive focus on a single element leads to suboptimal pricing decisions.
Dynamic Pricing Strategies (Marketing Mix - Pricing)
Skimming vs Penedration
Freemium (Markeing Mix - Pricing)
Price Differentiation (Markeing Mix - Pricing)
Channel of Distribution Definition (Markeing Mix - Distribution)
What a channel involves (Markeing Mix - Distribution)
A. Conventional channel:
- loosely aligned, autonomous organizations that carry out a trade relationship
B. Vertical marketing systems:
- tightly organized systems coordinated by ownership of one member, legal agreements, or the power of one membe
Functions of Distributors (Marketing Mix - Distribution)
- Logistic function (overcoming distance between provider and customer)
- Payment function (collection from customer and securing return flows to provider)
- Range function (presenting the product in a range and integrating the product into a saleable output system, for example if ski boots are integrated into skiing equipment)
- Acquisition function (acquiring customers through direct contact and reaching as many customers as possible)
- Experience function and further customer value functions (by designing purchase as an experience and offering other usage components such as the opening of social networks)
- Service function (delivery and installation or maintenance)
Disintermediation (Markeing Mix - Distribution)
Occurs when product or service producers cut out marketing channel intermediaries or when radically new types of channel intermediaries displace traditional ones.
Direct vs indirect Distribution (Markeing Mix - Distribution)
Advantages direct distribution:
- can be lower in price (get rid of the middleman)
- get direct feedback
- complete controlling about the sales
- Branding
Advantages indirect distribution:
- you dont have much risks
- you dont have to open your own stores
- you reach more customers resp people
consumer vs industrial marketing channels (Markeing Mix - Distribution)
Corporate and Marketing communication
3 Kinds of Media - credibility and control (Communication)
Integrated Communication
Steps in Developing Effective Communications
SWOT examples
Strenght and weaknesses are under the control of the single companies!
the other two can not directly be influenced
Advertising Strategy (Communication)
The macroenvironment and the microenvironment of a company
(Marketing - Basics)
be sure u know the pest if not pestel
and the 5 forces from porter
Generic Strategies Michael Porter
