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Page 1: Introduction to Marketing Disciplines

  • Konsumgütermarketing: Focuses on consumer goods such as food, clothing, and consumer electronics.

  • Investitionsgütermarketing: Involves marketing for industrial goods like equipment and components.

  • Dienstleistungsmarketing: Concerns service marketing, like haircuts and concerts.

  • Different challenges exist across these marketing disciplines, as noted by Wöhe (2023).

Page 2: Key Differences in Marketing

  • Konsumgütermarketing vs Investitionsgütermarketing:

    • Target Audiences:

      • Konsumgüter: Households and end consumers.

      • Investitionsgüter: Organizations and large buyers.

    • Demand Characteristics:

      • Konsumgüter: Large number of buyers with low individual purchases.

      • Investitionsgüter: Fewer buyers with high individual purchases.

    • Transaction Features:

      • Konsumgüter: Small transactions with short buying intervals.

      • Investitionsgüter: Large transactions with longer intervals.

    • Product Nature:

      • Konsumgüter: Typically mass products.

      • Investitionsgüter: Custom solutions.

    • Decision-makers:

      • Konsumgüter: Individual consumers.

      • Investitionsgüter: Group decision-making.

    • Decision Structure:

      • Konsumgüter: Simple decision structure.

      • Investitionsgüter: Complex decision structure, conducted rationally.

Page 3: Challenges of Service Marketing

  • Dienstleistungsmarketing: A sub-discipline focused on the special nature of services:

    • Requires continuous performance capability from providers.

    • Customer involvement in service production links production and consumption.

    • Services are often partially intangible, complicating marketing efforts (Bruhn, 2023).

Page 4: Marketing Mix Instruments for Services

  • Discusses how the marketing mix can be adapted for service marketing needs (Meffert et al., 2018).

Page 5: Expansion of Marketing Instruments

  • Transition from four to seven marketing instruments:

    • Product: What is offered.

    • Price: The cost to consumers.

    • Place: Distribution strategies.

    • Promotion: How to communicate offerings.

    • Physical Facilities: The service environment.

    • Processes: Procedures involved in service delivery.

    • People: The role of employees in the service experience.

Page 6: Overview of Goals, Data, and Instruments

  • Importance of systematically deploying marketing instruments to achieve corporate goals (Wöhe, 2023).

Page 7: Importance of Market Research

  • Market Research Tasks:

    • Provide environmental data regarding consumer behavior and competitors.

    • Determine suitable marketing instruments based on research and objectives.

    • Influence customer and competitor behavior through strategic instrument use (Wöhe, 2023).

Page 8: The Four P's in Online Marketing

  • Components of the marketing mix applied to online marketing strategies, as cited by Olaf Kopp.

Page 9: Fundamental Questions of Marketing

  • Key questions for achieving long-term profit maximization:

    1. What activities maximize profit?

    2. What are current and potential consumer needs?

    3. Future consumer preferences?

    4. Competitors' offerings and differentiation?

    5. Target market segments?

    6. Demand behavior and increasing purchase willingness?

    7. How to build customer loyalty and surpass competitors?

    8. Identifying market gaps with products?

    9. Can pricing and advertising improve market success?

    10. Best distribution channels for customer reach?

Page 10: Case Study on Viba

  • Discussing Viba, a Süßwaren company known for Nougat Bars.

  • Evaluating brand identity and future development based on a podcast (21 mins).

  • Encouraged connection between real-world case studies and lecture structure.