Summary
Summary Übungsaufgaben für die Klausur
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Das Dokument besteht aus 10 Fragen und Antworten zum Kurs Marketing 1 aus dem Sommersemester 2020
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Fragen & Aufgaben1) Are you a marketing victim? Why or why not?
Yes, I guess sometimes I am a marketing victim. Many products are so well presented that I
buy them without thinking about how it really works or whether I need it at all.
2) What is your favourite brand? And why is it your favourite or “love brand”?
I have many favourite brands, but I especially like sport brands like Puma, Adidas or Fila. But
also brands like Tommy Hilfiger, Levi’s & Guess
3) What do you think Marketing is?
Marketing deals with the needs of potential customers. It therefor serves to win new
customers or convince customers of a product or service
4) What does Nike well when it comes to satisfying customer needs?
Nike focuses on the needs of its customers. Every employee is motivated to build lasting
relationships with customers through customer satisfaction. Nike advertises with famous
sports stars such as Cristiano Ronaldo. As a result, the sporting success is transferred to the
Nike brand and the customers also feel that they are the winners. In addition, Nike offers its
customers more than just good sportswear. Nike conveys a certain enthusiasm for sports and
a certain attitude towards life with the corresponding “just do it"-attitude.
5) What is the value that the Nike+ App offers and why is this value a real solution for their
customers? Explain, how Nike is able to establish a long-lasting relationship through the
App and why it is important to have satisfied and loyal customers?
The Nike+ app offers the user numerous added values and also many possibilities are offered.
You can train with a trainer in a virtual room or challenge your friends to a virtual duel. The
entire network is designed to increase user motivation. The goal is to increase the motivation
to move. This makes it possible for users to stay fit wherever and whenever and to monitor
this. Because fitness is a permanent thing and not only unique as the purchase of, for
example, sports shoes, it is possible for Nike to establish a lasting relationship with customers
via the app. In addition, customers are not only encouraged to buy sports equipment, but
also to use it meaningfully through the app. And if customers are satisfied, this can only have
a positive effect on the company. Such as the recommendation of satisfied customers to
potential new customers or even if a product or service provider is satisfied, a repeated
purchase of another or the same product. In conclusion, satisfied customers are the best
advertisement for a company.
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