MARKETING - managerTool

Inhaltsverzeichnis
INHALTSVERZEICHNIS......................................................................................................................... 2
MARKETING-GRUNDLAGEN................................................................................................................ 3
Marketing-Definition .......................................................................................................................... 4
Güter ................................................................................................................................................... 6
Marktsystem ....................................................................................................................................... 8
Kundenzufriedenheit ....................................................................................................................... 10
Sektorales Marketing....................................................................................................................... 12
Entwicklungsphasen des Marketing.............................................................................................. 16
INSIDE-OUT VS. OUTSIDE-IN ............................................................................................................. 19
1 ANALYSE DER MARKETING-CHANCEN ................................................................................... 21
1.1 Umweltanalyse ...................................................................................................................... 24
1.2 Marktanalyse ......................................................................................................................... 28
1.3 Branchenanalyse .................................................................................................................. 33
1.4 Konkurrenzanalyse/Benchmarking..................................................................................... 37
1.5 Unternehmensanalyse.......................................................................................................... 41
1.6 SWOT-Analyse ...................................................................................................................... 46
2 MARKETINGSTRATEGIE............................................................................................................. 48
2.1 Unique Selling Proposition .................................................................................................. 53
2.2 Marktsegmentierung............................................................................................................. 56
2.3 Zielmarktfestlegung.............................................................................................................. 58
2.4 Positionierung....................................................................................................................... 60
3 MARKETING-MIX.......................................................................................................................... 65
3.1 Product................................................................................................................................... 66
3.2 Price ....................................................................................................................................... 75
3.3 Promotion .............................................................................................................................. 79
3.3.1 Public Relations ............................................................................................................... 80
3.3.2 Werbung .......................................................................................................................... 83
3.3.3 Verkaufsförderung ........................................................................................................... 92
3.3.4 Verkauf............................................................................................................................. 93
3.4 Place....................................................................................................................................... 97
3.5 E-Marketing.......................................................................................................................... 105
4 CONTROLLING........................................................................................................................... 110
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