Marketing 2nd Lecture

1

Marketers must work in harmony with other company departments to create customer value and relationships.

1

Customers are the most important actors in the company's microenvironment.

1

A Microenvironment consists of the company → suppliers → marketing intermediaries → customer markets → competitors → publics and then finally → customers

1

Physical distribution firms help the company with the design process of their products.

1

Marketing services agencies help companies target and promote their product.

1

financial intermediaries include banks, credit companies and more.

1

"publics" describes any group that has potential interest or impact in an organisations ability to reach their goals.

1

large societal forces on Macroenviroment are Demographics, economics, technological, political, cultural and public -sectors.

1

Concern for the natural environment has not risen in the past years.

1

the cultural "force" is the thought of marketers to behave more like a socially responsible citizen.

1

Demographics show the statistics of the different age groups and their spending behaviour.

4

Major generational groups include
(more then oner answer)

1

Baby Boomers are born between the years following WW2 - 1964

1

Generation X people are born in the 20's.

1

We can be considered Millenials

1

Generation Z are not able to walk yet and are therefore not a valid demographic group.

1

Major developments in economic environment include changes in income and distribution of customer spending

1

Natural environment: all resources are made chemically.

1

Technological environment: forces that prevent companies from creating new products or technologies.

1

Political environment: Laws and other groups that influence and limit various organizations

1

Core beliefs and values are highly persistent while secondary beliefs and values are rather open for change.

1

the cultural environment overall includes everything about moral behaviour.

1

Marketing information by itself has little value.

1

Customer insights: fresh understanding of customers

1

MIS stands for

1

MIS (Marketing Information System) helps by assessing the informations that are needed an developing said need information in order to generate and validate customer and market insights.

1

MIS have to be effectively built in order to receive the right information at the right time to build customer value and stronger customer relationships.

3

Developing needed Information include
(more than 1 answer)

1

The marketing environment consists of Target marketers, marketing channels, competitors, publics and macroenvironment forces

1

assessing marketing information needs include a balance between value of insights and costs

1

Internal databases are electronic collections of consumer and market information obtained by external companies.

1

competitive marketing intelligence: systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketing environment.

1

Marketing research is not relevant to a specific marketing situation

1

The Marketing research Process consists of ( defining, creating, drawing ) the problem, ( defining, developing, colouring ) the research plan, implementing the ( research, schmesearch, wesearche ) plan, interpreting and reporting the ( findings, quantitive goods, customers ).

1

Exploratory research is

1

Descriptive research:

1

Causal research:

1

The Research Plan obtains data by going on the streets and do surveys.

1

secondary data is new data that has been discovered.

1

primary data is collected for a specific purpose.

4

contact methods include
(more than 1)

3

research approaches are
(more than 1)

1

Questionnaire is a research instrument.

1

survey researches gather data by observing relevant people, actions and situations.

1

observational researches gather data by asking people questions about they knowledge, attitude, preferences and buying behaviour.

1

experimental research gathers information by selecting groups of randomly assigned subjects, making them do something and testing their reactions.

1

online marketing collects data by internet survey or tracking consumers online behaviour.

1

behavioral targeting uses factors like state, income and family status.

1

a sample is representative for the whole population.

1

Three decisions are important for sample and sampling plan. Which ones?

1

There are two types of samples.

1

questionnaires are flexible and ask open-ended and closed-ended questions. wording and ordering is crucial for the development of measures instruments.

1

3 Steps:
→Implementing the research plan
→Interpretation of findings
→report to management

1

CRM (customer relationship management) manages detailed informations about individuals and then carefully manages customer touch points in order to maximize customer loyalty.

1

Scarcity bedeutet Knappheit.

1

a big issue with international marketing research is that there are to many secondary data informations

1

people in different countries show different attitudes toward being researched.

1

cultural differences are no problem when collecting data for international marketing research purposes.

1

Ethics are not important in Marketing research.

1

REVIEW QUESTIONS (1):
Cultural core beliefs and values are more open to change than secondary beliefs and values.

1

REVIEW QUESTIONS (2):
Explortory marketing research typically gathers preliminary information that will help define problems and suggest hypotheses.

1

REVIEW QUESTIONS (3):
Telephone as a contact method in marketing research has a very high response rate, but the control of the sample is considered very poor.

1

REVIEW QUESTIONS (4):
In a simple random sample, every member of the population has a known and equal chance of selection.

1

Marketing Information

Marketing 2nd Lecture

Marketers must work in harmony with other company departments to create customer value and relationships.

Customers are the most important actors in the company's microenvironment.

A Microenvironment consists of the company → suppliers → marketing intermediaries → customer markets → competitors → publics and then finally → customers

Physical distribution firms help the company with the design process of their products.

Marketing services agencies help companies target and promote their product.

financial intermediaries include banks, credit companies and more.

"publics" describes any group that has potential interest or impact in an organisations ability to reach their goals.

large societal forces on Macroenviroment are Demographics, economics, technological, political, cultural and public -sectors.

Concern for the natural environment has not risen in the past years.

the cultural "force" is the thought of marketers to behave more like a socially responsible citizen.

Demographics show the statistics of the different age groups and their spending behaviour.

Major generational groups include (more then oner answer)

Baby Boomers are born between the years following WW2 - 1964

Generation X people are born in the 20's.

We can be considered Millenials

Generation Z are not able to walk yet and are therefore not a valid demographic group.

Major developments in economic environment include changes in income and distribution of customer spending

Natural environment: all resources are made chemically.

Technological environment: forces that prevent companies from creating new products or technologies.

Political environment: Laws and other groups that influence and limit various organizations

Major generational groups include
(more then oner answer)

Developing needed Information include
(more than 1 answer)