Marketing

Question 1

Marketing Classification

Answer 1

1. Investment goods marketing (Commercial marketing)
2. Consumer goods marketing (FMCG) (Non- profit and commercial marketing)
3. Marketing of social concepts (Non-profit)

Question 2

Target System of marketing

Answer 2

• Marketshares
• Sales
• Contribution margin
• Product- and company image

Question 3

Limiting Factors

Answer 3

• Market developments
• Demand-side behaviour (Consumtion patterns, financial means)
• Competitors behaviour
• Legal conditions

Question 4

Marketing Management Process

Answer 4

Market analysis – (Complete market) –> Market segmentation –(market segment) —> Market strategy (Targeting, Positioning) —(market segment)–> Marketing mix (Product, Price, Placement, Promotion)

Question 5

Effects of Demand

Answer 5

• Veblen-/Prestige-effect - luxury brands
• Snob-effect;
• Bandwaggon-effect;
• Qualityeffect;