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
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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
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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
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Glossary.indd 452 03.08.2010 12:57:23 Uhr
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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.