Glossar wichtiger Marketingbegriffe

Diese Flashcards beinhalten wichtige Marketingbegriffe und ihre Definitionen zur Vorbereitung auf die Prüfung.

Above the line

Classical advertising measures such as TV, newspapers, magazines, radio, cinema, and posters.

Absatzhelfer

Legally and economically independent entrepreneurs who conduct business in their name but do not acquire ownership of the goods.

Affiliate-Marketing

Link on a partner website to move potential new customers to the main website.

Agenda Setting

Theory describing how companies attempt to shape the public discussion agenda through the media.

Ambush-Marketing

Measures by which companies attempt to participate in an event as a sponsor without payment.

Audit

Systematic and independent control procedure, often used in auditing and quality assurance.

Awareness

Degree of recognition of a brand or company.

Balanced Scorecard

Planning and controlling tool that integrates financial and non-financial measures.

Click Through Rate

Ratio of clicks on a hyperlink to the impressions of the link.

Corporate Social Responsibility

Assumption of social responsibility in society by a company.

Cross Selling

Measures to sell additional products to a customer.

Customer Lifetime Value

Earnings potential if the customer remains loyal to the provider for life.

Distributionsquote

Number of stores carrying the product in relation to all suitable stores.

Differenzierungsstrategie

Gaining a competitive advantage by differentiating from competitors.

Engelsches Gesetz

Decreasing share of expenditures for food in total household expenditures with increasing economic prosperity.

Erfolgsfaktor

Measures that contribute measurably and sustainably to a company's success.

Franchising

A franchisor grants a license to a franchisee for the use of a concept in exchange for a fee.

Kaufentscheidungsprozess, impulsiv

Shopping without prior planning, spontaneous.

Kognitive Dissonanz

Psychological motivation to reconcile conflicting attitudes.

Marktforschung

Targeted collection and decision-related aggregation of information.

Marketingführerschaft

Company with a dominant role in the value chain.

Öko-Marketing

Market-oriented approach to management that aims to achieve both business and ecological goals simultaneously.

Positionierung

Assessment of products or brands regarding central purchase-relevant characteristics.

Virales Marketing

Attempt to stimulate word-of-mouth advertising through customers.