Explain the different marketing concepts since the 50s.	50s - Maketing = advertising, sales. Pure sales policy instrument. Analysis of demand-needs as a starting point is neglected 70s - Marketing = planning, coordination and control of all the current potential market-oriented business activities. Systematic decision-making process of customer needs is taken into account. 90s - Exchange between buyers and sellers, who try to satisfy their needs by the exchange process. Non commercial marketing is included. 00's - Marketing as universal concept of influence that can be applied to all exchange processes between individuals and groups.
What is the primary concern of Marketing?	The efficient and needs-oriented design of exchange-processes
Marketing according to Meffert	Marketing means planning, coordination and control of all company activities focused on the current and potential markets. The goals of the company should be achieved by a permanent satisfaction of the customers’ needs
What are the special features of the marketing concept based on the AMA definition?	"Marketing is an organizational function and a set of processes for creating, communicating and delivering values to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” "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 a large"
What is meant by marketing management? Describe the individual responsibilities of the marketing management process?	organizational function and a set of processes. The process related with the formation of marketing strategy and implementation means marketing management process Examine marketing opportunities. Searching and selecting target market and addressees. Formation of marketing strategy. Preparation of marketing programmer Implementing and controlling the marketing efforts
Information and action orientation	"for creating, communicating and delivering" Types of demand: existing demand; absence of demand, latent demand, stagnant demand , unsteady demand, Rising demand cover needs, create needs, develop needs, stimulate needs, synchronize needs with the offer, reduce needs
Values to customers	The expected gross benefit of the product must exceed the net benefit. The focus on the needs of the customers therefore is essential for the satisfaction of the customers.
for managing customer relationships	Relationship orientation focuses on the longer-term relationship between customer and provider as opposed to short-term or sporadic actions.
in ways that benefit the organization	Marketing is to make a contribution to the financial success of the company. That is: the focus on customer needs and the creation of a net-benefit advantage increase turnover and achieve better profits and returns for the company.
and its stakeholders	Marketing includes more target groups than buyers and sellers. Benefits have also stakeholders such as shareholders, citizens, environmental groups, journalists, government institutions.
Four Core Tasks of Marketing	To identify growth and profit generators and put it at the center of the activities To retain current customers is necessary to generate locality in them to achieve their retention. The current services must be checked in order to guarantee their performance and maintain it. Marketing also can be focus on achieving new customers through acquisition. New services can be created applying an innovative view in the business.
What’s behind the four Ps of the marketing mix?	Product :the actual good as well as the packaging, changes over time, consumer research helps identifying the types to offer. Price: it impacts directly on the sale of the product.Pricing decisions will affect competition. Place: both the location where the product is old and the steps taken to distribute it. This decisions affect marketing strategy. Promotion: activities to promote awareness among consumers and the actual selling of product. Advertising is major part of promotion	4 Ps
Which players will determine the relationships and transactions in a market?	xxxx
Two principles - gratuity and capacity - are considered as central idea of marketing science, why?	xxxx
What are the key characteristics of competitive advantage?	A competitive advantage comes about only if it relates to the performance of a supplier, which significant and noticeable for buyers as well as permanent and efficient. It defends against competitors. It focus on a firm Strengh, Weakness, Opportunities and Threat (SWOT) some generic competitive advantages are: cost leadership, differentiation (use your strength to increase buyer's valuer) and focus.	„don't be gray like all other mouses"
What is meant by a net-benefit advantage?	Purchase of a product takes place, he buyer prefers product A over product B. E.g. Provider A has a competitive advantage, a Unique Selling Proposition (USP)
How is a market defined?	A market is a set of actual and potential buyers of certain benefits (goods, services) as well as the current and potential providers of these services and the relationships between customers and suppliers.
Which actors are among the relevant market participants?	The micro (forces that are close to the company and affect its ability to serve customers. It includes the company itself, suppliers, marketing intermediaries, customer markets and publics) and macro (the larger society and affect the microenvironment. It includes concepts such as demography, economy, natural forces, technology, politics, and culture) environment.
How does a monopolistic market differ from an oligopolistic market and polypolistic market?	Monopolistic: one has control of all the market Oligopolistic: a few have control of all the market Polypolistic: there is compatition and many people in the market.
Which target levels should be considered in a target planning process?	????
Describe Porter’s Five Forces model	Existing competitive rivalry between suppliers Threat of new market entrants Bargaining power of buyers Power of suppliers. can be used to good analytical effect alongside other models such as the SWOT and PEST analysis tools. Porter's Five Forces model provides suggested points under each main heading, by which you can develop a broad and sophisticated analysis of competitive position, as might be used when creating strategy, plans, or making investment decisions about a business or organization. Threat of substitute products (including technology change)
Marketing research	Marketing Research is a scientific method to gain information and evaluate them. Is a systematic collection, processing and analysis of information describing the markets
Marketing research mainly deals with four relevant areas of inquiry, which include?	Market Development Market participant behaviour Market reaction functions for marketing tools Company-related marketing factors	4
What are the phases of marketing research	definition of the market research problem gathering of information information analysis and communication of results.	5
Buying decisions	Can be individual or collective. Convenience goods (cigarettes) - low collective decision Shopping goods (shoes) Specialty goods (apartment) - high collective decision
The "paradigm of consumer behavior" covers numerous issues, what are they?	Who's buying? (Purchasing actors) What? (Objects for sale) Why? (Buying motives) How? (Processes of buying motives, purchasing practices) How much? (Quantity) When? (Time and frequency of purchase) Where? (Shopping centers) With whom? (Choice of suppliers)
What is the difference between secondary and primary research?	- Primary collects new data (via observation, survey, experiment) - Secondary deals with already existing, previously collected data
Marketing strategy	For the marketing planning of a provider (companies, firms) information on the buying behaviour and market conditions/situation are important. The starting point of the analysis are risks and benefits of the micro and macro environment (= Market Based View). They are compared with the internal strengths and weaknesses (= Competence view).
What are the internal and external variables that must be considered before the development of marketing objectives and marketing strategies in a situation analysis?	dsdsds
Social Media Marketing	Social Media Marketing describes the active and passive use of social media for marketing purposes, where in principle all the instruments of the marketing mix (product, price, place, promotion) can be considered. Integrated brand communication describes how a company makes contact with its target group. The elements of the promotional mix - advertising, direct sales, direct marketing, public relations and sales promotion - are used customer oriented
Why be present in social media	You want to get more visitors to your website, your shop or your blog You want to make new contacts, expand your network, build up a contact list The company or brand is to be made known. The company is aiming for a more frequent exchange with customers, prospects or specialists. You want to publish quickly and easily information and status messages
Opportunities in social media marketing	- Good&functional service towards the customer - Better use of communication budget - new target groups achieve more coverage - convert prospective customers into buyers - ncrease brand awarenes
Risks in social media marketing	- Bad Reputation done by employees - Investments don’t come back -There is no increase in selling the products - Trespassing laws -Rise of Shit Storms
Why are companies in social media	Increase the presence and interaction in the social channels Achieve a positive image Promote the development of business Increase the number of visitors to your website
Targeted development of presence in social media	what is to be achieved, followed by the selection of the appropriate tools to do so
Social Media Marketing Strategy	Define goals: which targets have to be achieved through a presence in social media. Contribute: Create yourself a presence in social media. Respond where necessary and useful to the discussions. But do not only give a statement, because here the process of interaction begins. Manage: In practice, it is important to monitor the entire process as efficient and effective as possible. Measure indicators, build up a monitoring etc.

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