Content

Index in:

Svend Hollensen, Marc Oliver Opresnik

Marketing, page 461 - 464

A Relationship Perspective

1. Edition 2010, ISBN print: 978-3-8006-3722-5, ISBN online: 978-3-8006-4870-2, https://doi.org/10.15358/9783800648702_461

Bibliographic information
Index 449 Index A Activity Based Costing 134 Activity-based costing (ABC) 384 Alliances 73 Appropriate time horizon 133 Augmented offer 58 Awareness 11, 72 Awareness 382 B Behavioural segmentation 147 Benefits sought 147 BHAG 112 Bottom-up budget 383 Bottom-up planning 31 Brand equity 378 Branding 59 Brand loyalty 4 Brand map 159 Bribery 394 B-t-B VII B-t-C VII Business buying process 79 Business mission statement 111 Business vision statement 111 Buy classes 80 Buyer-seller relationships VI Buyers’ personal characteristics 153 Buying behaviour 74 Buying centre 79 C Cannibalization 118 Cash cows 126 Classical view of social responsibility 402 Commitment 11 Commodity approach 4 Concentrated marketing 157 Concept of distribution 3 Contractors 46 Conversion strategies 28 Core competencies 52 Core offer (basic offering) 58 Corporate-level 51 Corporate social responsibility (CSR) 400 Cost drivers 56 Cost focus 122 Cost leadership 122 Cross-functionalism VII Cross-functional teams VII Cultural factors 65 Customer acquisition 9 Customer delight 424 Customer equity 379, 428 Customer gratitude 16 Customer intimacy 123 Customer lifetime value (CLV) 425 Customer loyalty 407 Customer mix budget 383 Customer mix budgets 383 Customer perceived value 412 Customer relationship management (CRM) 414 Customer retention 10 Customer satisfaction 15 Customer service 71 Customized marketing 158 D Decider 80 Decision-making unit 79 Demographic factors 64 Demographics 151 Demographic variables 144 Differentiated marketing 157 Differentiation focus 122 Differentiation strategy 121 Direct marketing 5 Dissolution 11, 72 Diversification strategies 119 Dogs 127 E Economics of retention strategies 10 Economies of scale 56 Ehrenberg and Goodhart model 77 Environmental factors 81 E-procurement 82 Ethical responsibilities 402 Ethics 388 Exit barriers 13 Expansion 11, 72 Expected offer 58 Exploration 11, 72 F Fair trade marketing 405 Feasibility 133 Financial standing 49 Fishbein and Ajzen model 77 Five forces model 156 Forward supply chain 398 Full-time marketers 45 Functional approach 4 Functional capabilities 51 G Gatekeepers 80 Glossary.indd 449 03.08.2010 12:57:23 Uhr Index450 General need description 81 Geographic variables 145 Global account management (GAM) 418 Goals-down-plans-up-planning 31 Green marketing 396 Green-washing 400 Gross margin 382 Group competencies 51 H High- and low-context communication 65 High-involvement products 76 Horizontal diversification 119 Hybrid customers 413 I Image repositioning 161 Immediate market 87 Implementation barriers 162 Individual competencies 51 Individualism 66 Influencers 46 Influencers/evaluators 80 Information systems 50 Infrastructure barriers 162 Initiators 80 Institutional approach 4 Intangible repositioning 161 Intangible resources 50 Inter-functional dependency 45 Internal branding 44 Internal consistency 133 Internal marketing 405 Internal relationships 44 Interpersonal factors 81 Isolateds 46 K Key Account Management 5 L Lateral diversification 119 Learning and experience curve 57 Legal responsibilities 402 Legislators 74 Life-cycle analysis (LCA) 398 Lifestyle characteristics 146 Lifetime value of the customer 13 Long-Term Orientation 66 Low-involvement products 76 M Macro level 61 Macro segmentation 149 Managerial skills 50 Market Attractiveness-Competitive Position model (MA-CP) 129 Market development strategies 118 Market entry barriers (MEB) 118 Marketing budget 30 Marketing budget 380 Marketing management V Marketing metrics 381 Marketing opportunity 85 Marketing strategy continuum 17 Market orientation view 47 Market penetration 116 Market potential 119 Market segmentation 87, 135 Market share 383 Masculinity 66 Mass-marketing techniques 17 Mass production 2 Matching strategies 28 Maxi-Maxi (S/O) 85 Maxi-Mini (S/T) 85 Micro level 61 Mini-Maxi (W/O) 85 Mini-Mini (W/T) 86 Mission 25 Modified re-buy 80 Modifiers 46 Moment of truth 44 Mutual cooperation 9 N Nested approach 150 New task 80 O One-to-one marketing 416 Operating variables 151 Operational capabilities 51 Operational excellence 123 Opportunities 84 Opportunity cost 134 Organization 50 Organizational buying behaviour 79 Organizational factors 81 Outsourcing 57 P Packaging 59 Partnering 69 Partner relationship management 429 Part-time marketers 45 Perceived risk 14 Perceptions, beliefs and values 148 Perceptual mapping 159 Personal factors 81 Personality characteristics 146 PEST analysis 61 Philanthropic responsibilities 403 Planning gap 114 Glossary.indd 450 03.08.2010 12:57:23 Uhr Index 451 Positioning 29 Positioning map 159 Positioning strategy 158 Potential offer 58 Power distance 66 Pressure groups 74 Price differentiation 60 Problem diagnosis 115 Problem recognition 81 Product development strategies 118 Product differentiation 58 Product leadership 123 Product repositioning 161 Product specification 81 Profile segmentation 139 Profiling 135 Profit 381 Profitability 381 Proposal solicitation 81 Psychographic segmentation 146 Purchase behaviour 147 Purchase occasion 147 Purchaser 80 Purchasing approaches 152 Q Quasi-strategic greening 397 Question marks 126 R Recall 382 Recognition 382 Relationship ladder 12 Relationship longevity 13 Relationship marketing V Relationship stages 11 Repositioning 160 Resource based view 47 Return of relationships 11 Return on investment 381 Reverse supply chain 398 S Sales 382 Salience 14 Segmentation 28 Segmentation process issues 162 Segmentation, Targeting and Positioning (STP) 136 Service economy 5 Share of wallet 409 Situational factors 152 Social/cultural factors 64 Social factors 65 Social marketing 394 Societal marketing 404 Socio-demographic variables 144 S-O-R model 75 Stakeholder management approach 49, 400 Stars 126 Straight re-buys 80 Strategic business unit 124 Strategic business unit (SBU) 27 Strategic capabilities 51 Strategic fit 83 Strategic greening 397 Strategic planning 110 Strategy selection 133 Strengths 83 Stuck-in the-middle position 122 Suitability 132 Supplier search 81 Supplier selection 81 Supply chain management VII Sustainable marketing 403 Switching costs 13 SWOT analysis 27 T Tactical greening 397 Tangible resources 50 Targeting 29 Targeting strategy 156 Target marketing 156 Technical resources 49 Technological factors 67 Threats 84 Top-down budget 383 “Top down” model 154 Top-down planning 31 Total Quality Management 5 Transactions orientation 4 U Uncertainty avoidance 66 Undifferentiated marketing 156 Unique passion proposition 46 Usage segmentation 148 Users 80 V Validity 132 Value drivers 58 Value net 61 Vertical integration 68, 119 Vertical marketing systems (VMS) 4 Vulnerability 133 W Weaknesses 83 Wider world 87 Workability 133 Glossary.indd 451 03.08.2010 12:57:23 Uhr Glossary.indd 452 03.08.2010 12:57:23 Uhr www.vahlen.de ISBN 978-3-8006-4870-2 © 2014 Verlag Franz Vahlen GmbH Wilhelmstraße 9, 80801 München Satz: Fotosatz Buck Zweikirchener Str. 7, 84036 Kumhausen Umschlaggestaltung: simmel-artwork eBook-Produktion: HGV Hanseatische Gesellschaft für Verlagsservice mbH Dieser Titel ist auch als Printausgabe beim Verlag und im Buchhandel erhältlich.

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Zusammenfassung

Marketing – A Relationship Perspective

Moderne Grundlange zum Marketing

Das Lehrbuch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketings. Der Ansatz verbindet dabei den klassischen Ansatz der strategischen Marketingplanung und seiner Instrumente mit dem neuen Ansatz des Relationship Marketing. Der ganzheitliche Ansatz des Buches umfasst dabei die aktuellen Marketing-Grundlagen, Praxisbeispiele sowie anwendungsorientierte Fallstudien und eignet sich somit ideal sowohl für Manager und Entscheidungsträger im Marketing-Bereich, Studenten in Bachelor- und Materstudiengängen sowie Dozenten und Trainer.