Zusammenfassung Einführung und Grundlagen zu Marketing
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Course
Marketing
Institution
Hochschule Bonn-Rhein-Sieg
Dokument umfasst eine Einführung und Grundlagen in das Marketing. Es geht um den Kern des Marketing, was es ist, einzelne Modelle und deren zentralen Konzepte. Auch werden Akteure des Marketings vorgestellt und das Marketing Management behandelt. Das Ende bildet ein Ausblick auf aktuelle Entwicklu...
Einführung und Grundlagen Zusammenfassung
Mittwoch, 5. Mai 2021
18:26
Die Gemeinsamkeit aller Unternehmen
Der Kern des Marketings
• Die Marktwirtschaft umfasst eine breite Vielfalt von kommerziellen Institutionen
• Verschiedenste Industrien, Strategien und Erfolgsfaktoren prägen unser wirtschaftliches
Gefüge
• Alle Marktteilnehmer haben allerdings eine Gemeinsamkeit:
Konsumentenfokus
Die Voraussetzung für erfolgreiches Marketing ist das richtige Verständnis der Konsumenten und
Märkte
Nur wer seine Kunden richtig versteht, kann langfristig erfolgreich sein
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, Was ist Marketing?
• Marketing ist Werben und Verkaufen!?
o Oft aber nur ein kleiner Teil
• "There will always, one can assume, be need for some selling. But the aim of marketing is to
make selling superfluous. The aim of Marketing is to know and understand the customer so
well the product or service fits him and sells itself."
• Im Wesentlichen beschäftigt sich das Marketing mit der effizienten und bedürfnisgerechten
Gestaltung von Austauschprozessen
Definition nach AMA
Was ist Marketing?
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large"
Ziele:
• Durch das Wertversprechen neue Kunden und andere Stakeholder gewinnen
• Durch das Zufriedenstellen bestehende Kunden halten und erweitern
Definition nach AMA
Entwicklung des Marketingbegriffs
"Marketing is …
1935: the performance of business activities that direct the flow of goods and services from producers
to customers
1985: the process of planning and executing the conception, pricing, promotion, and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
2004: an organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the organization
and its stakeholders
2013: Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at
large"
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