• Thu. Mar 4th, 2021

Welcome to the second learning unit of the mass open online course basics of marketing in this second learning unit let's look at the basics of marketing and the philosophy of market-oriented corporate management decision-making facts or Activities strategies in the marketing management process can be used as a house understood or visualized and with this house that you on the See the slide shown, the marketing strategy is the foundation of the house and this marketing strategy has a coordination function and sets practically the framework for the marketing is thus in the marketing strategy determine which market & marketing goals are being worked towards, for example the achievement of market leadership in a certain segment within the framework of the Marketing policy involves the use of the marketing mix, i.e. the instruments marketing and thus the tactical and operational design of the underlying marketing strategy and this marketing mix or the marketing policy the operational marketing mix consists of the so-called four ps together product price place and promotion or in German product policy pricing policy sales policy and communication policy the marketing control ensures that the marketing strategy and policy have also been implemented effectively and efficiently is we are again the marketing mix instruments indicated that is communication distribution production Product policy and price policy together form the marketing mix and it applies to optimally coordinate these marketing instruments to to achieve company or specifically said marketing goals the marketing mix listed here again in detail consists of these four ps together within the framework of the product policy are decided on example about product quality you decide about program depth or also program width ie what different variants of one products are offered and what different products do you keep at all in the range before then the whole area of ​​brand policy is part of the product mix and ultimately the whole area customer service services in the area of ​​mandatory contract price and conditions policy field, of course, above all, pricing policy is making itself felt a company thought about whether all customers get the same price what is required is, for example, an international undertake before that must consider whether the everywhere the same price is charged for the products or whether that is made dependent should then of the purchasing power of the respective consumer which loans below Circumstances will be granted discounts or discount distribution policy in English place deals with the sales channels, i.e.

How are they services services or products brought to the customer via own branches via wholesalers via intermediaries via the internet are all questions of distribution politics and on the other side Of course, I also use logistics logistics issues example of the planes to get my products from a to b that it perhaps important in industries where time is a critical component Marketing experts speak of time to market here, for example in the fashion industry is the key communication policy after all, promotion is not only concerned with advertising but also other elements such as sales promotion public relations if So it's about a company as a whole vis-à-vis all stakeholders not to sell but to present politically in terms of communication and the whole area of ​​personal selling is also personal selling part of communication policy that is the operational marketing mix we come to some basic terms market volume and market potential important terms not only for every marketing specialist but for everybody for every company for salespeople market volume, the entire volume is in one market together so taken all sales of my company and the competitions Taken together, the market volume forms the market potential are all potential seller of my company and the competitor Taken together that can be nicely visualized using This circle graphic and the inner circle practically form the market volume all sales of my company and the competitors together make up the market volume is the inner circle and the market potential is the outer circle that is, the difference between market volume and market potential is depressing from which growth reserves are available in a market Nowadays many markets are very saturated, that is to say I have a very small growth reserve because the market potential is already relatively wide is exhausted that means that one often finds one here cutthroat competition takes place market potentials market volumes and market shares are therefore interrelated together that the individual the sales volume or that the market volume can still be divided into the individual market shares that is market share there is, for example, my market share, so that's completely mine sales volume or my share of the market volume that is expressed here and all market shares, as I said, of my company and that of the competition Taken together, the market volume of every company must of course questions how can i grow in a market and there are different generic options i can of course try to acquire a competitor to acquire one speaks here of merger acquisitions in new German as well as angel I can for example Competitors like buy to increase market share but i can also try to achieve that by means of marketing measures customers this my products are often in demand take a claim so increase the cau frequency then my market share will also bigger i can of course also aim for the previous user of competing products buy my products instead of competing products that would make my market share bigger and ultimately that's a very ambitious goal i can not try to use to make use of this product at all let me give you the example from the coffee market if it is me now for example succeeds as a company that sells cafés tea drinker a classic tea drinker who otherwise drinks less coffee than him for example, when I become a café consumer, I become a customer my company can then do something more market potential then my market share will not only grow at the expense of the competition but then I manage to tap more market potential Finally, the degree of market saturation represents the quotient in between market volume and market potential as we have already said if that is market volume is close to market potential then I have a low one growth reserve and this is expressed in the so-called market degree of saturation or situation degree can be calculated by market volume is divided by market potential thank you very much this was the second learning content of our trade fair jobs online We thank you for your attention We look forward to your feedback and we would be happy to receive this too I would like to see you again soon, thanks again for your attention and goodbye

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