BEN Unit 12-28
BBA HS 15/16 Voci Unit 12-28, mit englischer Definition, eingebaut in einem Satz + deutsche Übersetzung
BBA HS 15/16 Voci Unit 12-28, mit englischer Definition, eingebaut in einem Satz + deutsche Übersetzung
Kartei Details
| Karten | 352 |
|---|---|
| Lernende | 13 |
| Sprache | English |
| Kategorie | Englisch |
| Stufe | Universität |
| Erstellt / Aktualisiert | 21.10.2015 / 30.11.2017 |
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They say that customer retention is key.
Keeping existing customers.
Kundenbindung
Getting repeat business is five times cheaper than finding a new customer.
Have always the same customers.
Folgegeschäfte
Customer defection must be reduced as much as possible of course.
Kundenverlust
But a company can learn from lost customer analysis.
Analysing its mistakes by asking those who do leave why they defected.
Kundenzufriedenheitsanalyse
Analysing its mistakes by asking those who do leave why they defected.
Kunden, die wegfallen
Services like mobile phone and cable TV companies have to reduce churn.
The percentage of customers who change suppliers or who suop the service altoghether each year.
Abwanderungsquote
The companies would prefer to keep existing customers and add more in order to buld their customer base.
Kundenstamm
Market intelligence is knowing about the latest trends in a market.
Die neusten Trends
Or might be gathered by companies sending mystery shoppers.
researchers who pretend to be real customers.
Mystery shoppers
Reasearch can be carried out using secondary data.
Information that already exists and is publicly awailable.
Sekundärdaten
Researc can be carried out using primary data.
Information collected for a specific purpose.
Primärdaten
Market research or marketing research.
Finding out fully about a market requires systematic.
Markt- oder Marketinganalyse
Define the problem and the research objectives.
Identify the exact purpose of the research.
Problem- und Zieldefinierung der Analyse.
Develop the research plan
Decide how the research is to be carried out.
Einen Analyseplan entwickeln
Collect the data
Gather the information.
Datensammlung
observational approach
watching how shoppers behave in shops when choosing between different products
Beobachtungsmethode
(online) focus group
a small group of people is invited to discuss a product or a servce.
Fokusgruppe
survey research
a questionnaire is given to people face to face, for example in mall intercepts.
Umfrage
a questionnaire is given to people face to face, for example in mall intercepts.
People are stopped and interviewed in shopping centers.
experimental research
involing testing hypotheses in scientific experiments to find the correct one.
Forschung
involing testing hypotheses in scientific experiments to find the correct one.
possible explanations or causes
Hypothesen testen
Analyse the data, using statistical techniques find key information of use to marketers.
Datenanalyse
Analyse the data, using statistical techniques find key information of use to marketers.
Mathematical methods are used to analyze large amounts of data and draw conclusions form it.
statistische Techniken
Mathematical methods are used to analyze large amounts of data and draw conclusions form it.
Schlüsse ziehen
Present the findings
The researchers communicate what they have found in their research to the organization.
Präsentation der Ergebnisse
The findings may be used by the company as input to their marketing plan.
Marketingstrategie
This type of plan is tactical or operational
relating to the selection, timing and spending on each element of the mix.
strategisch oder operativ
A grand plan affecting a company's whole future direction is its strategic marketing plan.
Strategischer Marketingplan
A segment is a group of customers or potential customers with similar characteristics, needs and requirements.
Kundensegment
Segmentation allows marketers to identify and differentiate betwen the needs of customer groups that make up a particular market.
Aufteilung
Segmentation allows marketers to identify and differentiate betwen the needs of customer groups that make up a particular market.
differenzieren
They are positioned in different ways for each segment.
positioniert
Segmentation, identifiying particular target groups, can be done in various ways.
Zielgruppen
Customers can also e divided up by behavioural segmentation.
Why, when and how often customers buy a particular product.
verhaltensorientierte Segmentierung
Identifying people who drink Coke at home rather than in cafés is an example of behavioural segmentation based on situation of use.
tatsächliche Gegebenheiten, Einsatzsituationen
In demographic segmentation, customers are divided up on the basis of age, occupation and social class.
Demographische Aufteilung auf der Basis von Alter, Beschäftigung und Gesellschaftschicht.
A company may intend its products to appeal to a particular demographic.
to be attractive to one of these groups.
demographisch
A company may intend its products to appeal to a particular demographic.
sich wenden an
But it can be more useful to look at people's lifestyles
The overall pattern of how they live, what they buy.
Lifestyle
Here, values, opinions, activities and interests are important.
Wertvorstellungen, Meinungen, Aktivitäten und Interessen
