Summary

Marketing - Mitschrift/Zusammenfassung

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Course
Marketing

Institution
Duale Hochschule Baden-Württemberg Mannheim

Eigens erstellte Zusammenfassung zum Fach Betriebswirtschaftslehre. Inhaltsverzeichnis: Inhalt 1 Begriff und Merkmale des Marketings 1.1 Merkmale 2 Ziele und Strategien 2.1 Ziele im Prozess des Marketing – Managements 2.2 Überblick über Unternehmensziele 2.3 System der strategischen...

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Uploaded on July 17, 2024
Number of pages 10
Written in 2019/2020
Type Summary

marketing

Institution
Duale Hochschule Baden-Württemberg Mannheim
Education
Betriebswirtschaftslehre
Course
Marketing

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Marketing
Inhalt

1 Begriff und Merkmale des Marketings ............................................................................................. 1
1.1 Merkmale ...................................................................................................................................... 1
2 Ziele und Strategien ............................................................................................................................ 1
2.1 Ziele im Prozess des Marketing – Managements .................................................................. 1
2.2 Überblick über Unternehmensziele .......................................................................................... 2
2.3 System der strategischen Situationsanalyse .......................................................................... 2
2.3.1 Potentialanalyse ................................................................................................................. 2
2.3.2 Konkurrentenanalyse ......................................................................................................... 2
2.3.3 Marktanalyse ....................................................................................................................... 2
2.3.4 Umfeldanalyse .................................................................................................................... 3
2.3.5 SWOT – Analyse ................................................................................................................... 3
2.3.6 Portfolio – Analyse .............................................................................................................. 3
2.3.6.1 strategische Optionen der BCG – Matrix ................................................................... 4
3 Externe Marketing – Implementierung ............................................................................................ 4
3.1 Marketing – Strategien ............................................................................................................... 4
3.1.1 Marktfeldorientierte Strategien ........................................................................................ 4
3.1.2 Absatzgebietsorientierte Strategien ............................................................................... 4
3.1.3 Kundenorientierte Strategien ........................................................................................... 4
3.1.4 Leistungsorientierte Strategien ......................................................................................... 5
3.1.5 Geschäftsfeld-/Wettbewerbsorientierte Strategien .................................................... 5
4 Produktpolitik ........................................................................................................................................ 5
4.1 Materielle Produktgestaltung ................................................................................................... 5
4.2 Formale Produktgestaltung ....................................................................................................... 5
4.3 Rechtliche Vertragsgestaltung ................................................................................................. 5
4.4 Sortimentsgestaltung .................................................................................................................. 5
5 Preispolitik .............................................................................................................................................. 5
5.1 Preis-/Leistungsfeld ...................................................................................................................... 6
6 Servicepolitik......................................................................................................................................... 6
7 Kommunikationspolitik ........................................................................................................................ 6
7.1 Interne Kommunikation .............................................................................................................. 6
7.2 Externe/Marktgerichtete Kommunikation .............................................................................. 7
7.2.1 Werbung ............................................................................................................................... 7

, 7.2.2 Verkaufsförderung .............................................................................................................. 7
7.2.3 Personal Selling .................................................................................................................... 7
7.2.4 Sponsoring ............................................................................................................................ 7
7.2.5 Event – Marketing ............................................................................................................... 7
7.2.6 Öffentlichkeitsarbeit ........................................................................................................... 8
8 Distributions-/Absatzpolitik ................................................................................................................. 8
9 Marketing – Mix .................................................................................................................................... 8

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