Practice-Oriented Marketing: Basics – Instruments – Case Studies

Preface to the 6th Edition
Preface to the 1st Edition
Voices About the Book
Contents
About the Author
Abbreviations
List of Figures
1: General Basics of Marketing
	1.1	 Conceptual Basics of Marketing
		1.1.1	 What Is Marketing?
		1.1.2	 How Has the Importance of Marketing Changed Over Time?
		1.1.3	 Definition of Marketing
		1.1.4	 Types of Marketing
			1.1.4.1	 Differentiation According to the Profit-Making Intention of Enterprises
			1.1.4.2	 Differentiation According to the Focused Market
			1.1.4.3	 Differentiation According to Internal or External Marketing Orientation
		1.1.5	 Barter Objects in Marketing
			1.1.5.1	 Differentiation of Objects of Exchange According to Content or Type of Use
			1.1.5.2	 Differentiation of the Objects of Exchange According to the Type of Available Information
			1.1.5.3	 Differentiation of Objects of Exchange According to Purchasing Behaviour
			1.1.5.4	 Differentiation of the Objects of Exchange According to the Degree of Product Interest
			1.1.5.5	 Differentiation of Exchange Items According to Branding
		1.1.6	 Categories of Purchase Decisions
		1.1.7	 Purchasing Behaviour of Organizations
	1.2	 Marketing Environment
		1.2.1	 Identification of Markets
		1.2.2	 Macro-Environment of the Company
			1.2.2.1	 Factors of the Political and Legal Environment
			1.2.2.2	 Social, Cultural and Environmental Factors
			1.2.2.3	 Factors of the Economic Environment
			1.2.2.4	 Factors of the Technological Environment
		1.2.3	 Micro-Environment of the Company
	1.3	 Behavioural Factors Influencing Marketing
		1.3.1	 Sociological Factors Influencing Purchasing Behaviour
		1.3.2	 Psychological Factors Influencing Purchasing Behaviour
			1.3.2.1	 Activation and Information Overload
			1.3.2.2	 Findings of Neuro-Marketing
	References
2: Marketing Planning and Marketing Research
	2.1	 Basics of Marketing Planning
		2.1.1	 Identification of Planning and Planning Processes
		2.1.2	 Formation of Strategic Business Units
		2.1.3	 Strategic and Operational Planning
	2.2	 Tasks and Methods of Marketing Research
		2.2.1	 The 5-D Concept of Marketing Research
			2.2.1.1	 Definition Phase
			2.2.1.2	 Design Phase
			2.2.1.3	 Data Collection Phase
			2.2.1.4	 Data Analysis Phase
			2.2.1.5	 Documentation Phase
		2.2.2	 Knowledge Targets of Marketing Research
		2.2.3	 Important Methods of Marketing Research
			2.2.3.1	 SWOT Analysis
			2.2.3.2	 Portfolio Analysis
			2.2.3.3	 Benchmarking
			2.2.3.4	 Value Chain Analysis
			2.2.3.5	 Customer Journey Map
		2.2.4	 Marketing Research Before Product Launches and/or Communication Activities
			2.2.4.1	 Concept Testing and Product Testing
			2.2.4.2	 Eye Tracking
			2.2.4.3	 Test Market Studies
		2.2.5	 Ongoing Marketing Research
			2.2.5.1	 Customer Surveys
			2.2.5.2	 Mystery Market Research
			2.2.5.3	 Panel Studies
			2.2.5.4	 Special Market Research Concepts
	References
3: Marketing Targets
	3.1	 Relevance and Functions of Targets
	3.2	 Requirements for the Formulation of Targets
	3.3	 Corporate and Marketing Targets
	3.4	 Brand Value Chain as a Form of a Marketing Target System
		3.4.1	 Description of the Brand Value Chain
		3.4.2	 Phases of the Brand Value Chain
			3.4.2.1	 Phase 1: Aided Recall
			3.4.2.2	 Phase 2: Unaided Recall
			3.4.2.3	 Phase 3: Purchase Interest
			3.4.2.4	 Phase 4: Willingness to Buy
			3.4.2.5	 Phase 5: Demand
			3.4.2.6	 Phase 6: Initial Purchase
			3.4.2.7	 Phase 7: Utilisation
			3.4.2.8	 Phase 8: Post-purchase
			3.4.2.9	 Phase 9: Recommendation
	3.5	 Embedding the Marketing Objectives in a Balanced Scorecard
		3.5.1	 Basic Concept of the Balanced Scorecard
		3.5.2	 Marketing Scorecard
	References
4: Marketing Strategy
	4.1	 Definition of Strategy
	4.2	 Strategic Concepts in Marketing
		4.2.1	 Competitive Strategies
		4.2.2	 Customer-Oriented Strategies
			4.2.2.1	 Market Field Strategy
			4.2.2.2	 Market Stimulation Strategy
			4.2.2.3	 Market Segmentation Strategy
			4.2.2.4	 Market Area Strategy
	4.3	 Business Model Canvas for Strategy Development
	4.4	 Strategic Challenge Metaverse
		4.4.1	 Description of the Metaverse
		4.4.2	 Precursors and First Manifestations of the Metaverse
		4.4.3	 Elements for the Construction of the Metaverse
		4.4.4	 Does Metaverse Promise to Be More Successful than Second Life?
	References
5: Marketing Tools
	5.1	 Product and Programme Policy
		5.1.1	 Decision Fields of Product and Programme Policy
		5.1.2	 Extended Product Life Cycle as a Framework for Orientation
			5.1.2.1	 Concept of the Product Life Cycle
			5.1.2.2	 Creation Phase: Product Innovation Process
			5.1.2.3	 Market Presence Phase: Product Life Cycle in a Narrower Sense
			5.1.2.4	 Market Presence Phase: Product Modification Process
			5.1.2.5	 Disposal Phase: Product Elimination Process
		5.1.3	 Brand Management
			5.1.3.1	 Brand Strategies
			5.1.3.2	 Brand Concepts and Brand Names
			5.1.3.3	 Product-Brand Portfolio
		5.1.4	 Service Strategies
	5.2	 Price and Conditions Policy
		5.2.1	 Decision Fields of the Price and Conditions Policy
		5.2.2	 Concepts for Setting Prices
			5.2.2.1	 Cost-Based Pricing
			5.2.2.2	 Demand-Oriented Pricing
			5.2.2.3	 Competitive Pricing
		5.2.3	 Static Pricing Strategies
			5.2.3.1	 Static Pricing and Conditions Instruments
			5.2.3.2	 Price Differentiation as a Special Instrument of Static Price and Condition Setting
			5.2.3.3	 Compagnion Pricing as a Special Instrument of Static Price and Condition Setting
			5.2.3.4	 Special Forms of Static Pricing and Conditions
		5.2.4	 Dynamic Pricing Strategies
		5.2.5	 Cross-Product Aspects of Pricing and Conditions Policy
	5.3	 Distribution Policy
		5.3.1	 Decision Fields of Distribution Policy
		5.3.2	 Sales Channels and Sales Institutions
			5.3.2.1	 Direct Sales
			5.3.2.2	 Indirect Distribution
			5.3.2.3	 Shifts in the Importance of Distribution Channels
			5.3.2.4	 Multi-Channel or Omni-Channel Distribution
		5.3.3	 Management of Sales Channels and Sales Institutions
		5.3.4	 Distribution Logistics
	5.4	 Communication Policy
		5.4.1	 Description of the Communication Policy
		5.4.2	 Targets, Target Groups and Information Fields of Communication Policy
		5.4.3	 Instruments and Media of Communication Policy
			5.4.3.1	 Overarching Concepts of Communication Policy
			5.4.3.2	 Advertising
			5.4.3.3	 Public Relations
			5.4.3.4	 Sales Promotion
			5.4.3.5	 Direct Communication or Dialogue Communication
			5.4.3.6	 Online Communication
			5.4.3.7	 Sponsorship
			5.4.3.8	 Trade Fairs, Exhibitions, Events and Brand Presentations
			5.4.3.9	 Lobbying
		5.4.4	 Communication Budgeting
		5.4.5	 Communication Policy Systems
			5.4.5.1	 Corporate Identity
			5.4.5.2	 Customer Loyalty Systems
	5.5	 Personnel Policy
		5.5.1	 Plea for the “5th P” in the Marketing Mix
		5.5.2	 Concept for the Creation of Internal Branding
			5.5.2.1	 Basic Considerations
			5.5.2.2	 Leadership
			5.5.2.3	 Human Resources Management
			5.5.2.4	 Internal Communication
			5.5.2.5	 Supporting Internal Branding Systems
			5.5.2.6	 Impact Analysis of Internal Branding
	References
6: Development of a Closed Marketing Concept
	6.1	 Preparation of a Strategic and an Operational Marketing Plan
	6.2	 Assignment of Activities to the Product Life Cycle
	Reference
7: Marketing Controlling
	7.1	 Labeling and Targets of Marketing Controlling
	7.2	 Strategic Marketing Controlling
	7.3	 Operational Marketing Controlling
	References
8: Marketing Organization
	8.1	 Basics of Business Organization
	8.2	 Business Process and Organizational Structure
	8.3	 Design of the Marketing Organization
	References
Glossary