Starthilfe Marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | German |
| Published: |
Stuttgart [u.a.]
Teubner
2000
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 92 S. graph. Darst. |
| ISBN: | 3519003139 |
Staff View
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Record in the Search Index
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| adam_text | Titel: Starthilfe Marketing
Autor: Britzelmaier, Bernd
Jahr: 2000
Inhalt
1 Marketing-Idee - Begriffe und Zusammenhänge........................... 9
1.1 Geschichte des Marketing................................................................... 9
1.2 Marketing-Definition.......................................................................... 10
1.3 Von der Produktorientierung zur Bedürfhisorientierung.................... 11
1.4 Funktion des Marketing im Unternehmen.......................................... 11
2 Absatzmarketing............................................................................... 13
2.1 Aufgaben............................................................................................. 13
2.2 Organisatorische Eingliederung.......................................................... 13
2.2.1 Eingliederung in das Unternehmen..................................................... 13
2.2.2 Binnenorganisation............................................................................. 15
3 Integration von Unternehmens- und Marketingstrategien......... 16
3.1 Unternehmensstrategie...................................................................... 16
3.2 Strategisches Marketing...................................................................... 18
3.2.1 Grund- bzw. Normstrategien............................................................... 18
3.2.2 Portfolio-Analysen.............................................................................. 19
4 Marketing-Konzept........................................................................... 24
5 Markt.................................................................................................. 27
5.1 Marktgeschehen.................................................................................. 27
5.2 Marktgrößen........................................................................................ 28
5.3 Markttypologien.................................................................................. 31
5.4 Marktgeschehen als System................................................................ 31
5.4.1 Vorgehenssystematik.......................................................................... 31
5.4.2 Marktstruktur...................................................................................... 32
5.4.3 Marktsegmentierung und Teilmärkte.................................................. 33
5.4.3.1 Marktsegmente.................................................................................... 33
5.4.3.2 Teilmärkte........................................................................................... 34
5.4.3.3 Kombinationen von Marktsegmenten und Teilmärkten..................... 34
5.4.4 Umweltfaktoren................................................................................... 35
5.4.5 Absatzkanäle....................................................................................... 36
Inhalt 7
5.4.6 Konkurrenz und eigenes Unternehmen............................................... 36
5.5 Marktforschung................................................................................... 39
5.5.1 Begriffe und Bedeutung...................................................................... 39
5.5.2 Marktforschungsmethoden.................................................................. 39
5.5.3 Marktforschungsinstitute.................................................................... 43
6 Marketingstrategische Entscheidungen.......................................... 45
6.1 Marketing-Ziele................................................................................... 45
6.2 Produkt-/Markt-Strategien.................................................................. 45
6.3 Gewichtung des Marketing-Instrumentariums.................................... 48
7 Marketing-Mix.................................................................................. 50
7.1 Elemente des Marketing-Mix.............................................................. 50
7.2 Marktleistungsgestaltung.................................................................... 52
7.2.1 Bedürfnisse.......................................................................................... 52
7.2.2 Produktgestaltung................................................................................ 53
7.2.3 Sortiment................,............................................................................ 56
7.2.4 Zusatz- und Nebenleistungen.............................................................. 57
7.3 Preisgestaltung.................................................................................... 57
7.3.1 Preisfestsetzung................................................................................... 57
7.3.2 Preisänderungen.................................................................................. 59
7.3.3 Preisdifferenzierung............................................................................. 60
7.3.4 Preispolitik.......................................................................................... 60
7.3.5 Konditionenpolitik.............................................................................. 61
7.4 Kommunikation.................................................................................. 62
7.4.1 Grundlagen der Kommunikation......................................................... 62
7.4.2 Werbung.............................................................................................. 64
7.4.3 Direct-Marketing................................................................................. 68
7.4.4 Verkaufsförderung.............................................................................. 70
7.4.5 Public-Relations.................................................................................. 71
7.4.6 Sponsoring.......................................................................................... 73
7.4.7 Product Placement............................................................................... 73
7.4.8 Verkauf............................................................................................... 74
7.4.9 Merchandising..................................................................................... 75
8 Inhalt
7.5 Distribution......................................................................................... 76
7.5.1 Elemente des Distributions-Mix......................................................... 76
7.5.2 Vertrieb............................................................................................... 78
7.5.3 Standort............................................................................................... 80
7.5.4 Logistik............................................................................................... 81
8 Marketing-Infrastruktur.................................................................. 82
9 Marketing-Steuerung........................................................................ 86
9.1 Marketing-Controlling........................................................................ 86
9.2 Marketing-Audit.................................................................................. 87
Literaturverzeichnis............................................................................................88
Sachverzeichnis...................................................................................................91
|
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| author | Britzelmaier, Bernd 1962- Studer, Hans-Peter |
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| building | Verbundindex |
| bvnumber | BV013066952 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)76080254 (DE-599)BVBBV013066952 |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV013066952 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:38:31Z |
| institution | BVB |
| isbn | 3519003139 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008901915 |
| oclc_num | 76080254 |
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| physical | 92 S. graph. Darst. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
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| spelling | Britzelmaier, Bernd 1962- Verfasser (DE-588)12125979X aut Starthilfe Marketing von Bernd Britzelmaier und Hans Peter Studer Marketing Stuttgart [u.a.] Teubner 2000 92 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s DE-604 Studer, Hans-Peter Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008901915&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Britzelmaier, Bernd 1962- Studer, Hans-Peter Starthilfe Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Starthilfe Marketing |
| title_alt | Marketing |
| title_auth | Starthilfe Marketing |
| title_exact_search | Starthilfe Marketing |
| title_full | Starthilfe Marketing von Bernd Britzelmaier und Hans Peter Studer |
| title_fullStr | Starthilfe Marketing von Bernd Britzelmaier und Hans Peter Studer |
| title_full_unstemmed | Starthilfe Marketing von Bernd Britzelmaier und Hans Peter Studer |
| title_short | Starthilfe Marketing |
| title_sort | starthilfe marketing |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008901915&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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