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Marketing ToolboxSubtitle, Autor or Date
BasicsDefinitions / Explanations
Marketing OrientationOrientation in companies which strongly influenced the development ofmarketingTechnological Orientati...
Marketing TriangleCompany, employees and customer                                  Company                              Ma...
Marketing - Simple ModelModel of a simplified marketing system and connection between providerand market                  ...
Marketing - PerspectivesDifferentiation of 3 perspectives: The entrepreneurial approach (philosophy),instrumentation (tech...
Development Phases of MarketingDevelopment phases in the last 100 years                                        Sales and  ...
Development of MarketingSteps of development of Marketing Product orientation                 Market orientation          ...
Marketing PyramidPyramid with (higher-ranked) marketing objectives on the top                                             ...
Marketing - Classical vs. Alternative Marketing Overview of some marketing tools Classical Marketing                      ...
Marketing ObjectsDifferentiation according to different marketing objects and approaches                                  ...
Marketing - Sales MarketsDifferentiation according to 3 sales markets and the participating partners                      ...
Characterization of Markets - Types of GoodsTypes of assets and their usage situations     Consumer Goods                 ...
Market SegmentationScientific level of consideration                                                     Market          M...
Market SegmentationObjectives, methods, strategies of market segmentationLead Structure                        Approaches ...
Market DefinitionHierarchy representation for the preparation of a market analysis of companieswith a broad range of produ...
Market Analysis/CompetitionSituation analysis
Situation Analysis - Search FieldsSearch fields for the identification of potential chances and risks   Environment analys...
Market Analysis - Strategic Situation AnalysisAnalysis of market participants, political and legal situation and social,te...
Marketing - Situation AnalysisCheck list with basic questions to clarify the initial situation       What is the market wh...
Market Analysis - Company AnalysisCorporate philosophy (1/6) Corporate policy                  Corporate vision           ...
Market Analysis - Company AnalysisCorporate philosophy (2/6) Corporate identity                Corporate culture          ...
Market Analysis - Company AnalysisCorporate potentials (3/6) Development                       Marketing                  ...
Market Analysis - Company AnalysisCorporate potentials (4/6) Procurement                       Financing                  ...
Market Analysis - Company AnalysisCorporate resources (5/6) Material resources         Financial resources               E...
Market Analysis - Company AnalysisCompany position on the market (6/6)Markets                     Advantages              ...
Potential Analysis    Inspection of the position of own company on the market according to the                            ...
Market Analysis - Strengths and WeaknessStrengths and weaknesses profile    Own company            Other Company          ...
Competition AnalysisExample                                                          Characteristic                       ...
Marketing - Representation of Market VolumeRepresentation of market volume and its development as a diagram               ...
Characterization of Markets - SizesRelationship between market potential, market volume and market shareto assess the mark...
Market - Description/ Term DefinitionTerms to describe markets                               Market potential:            ...
Market Analysis - Environment AnalysisPlaceholder for your own Subheadline                                                ...
Opportunities - Threats-AnalysisAnalysis about the company’s opinion on environmental changes and whereadjustments need to...
Chance-Risk-AnalysisChances and Risks with possible development outside the company and theirinfluence on marketing strate...
Strength and Weaknesses AnalysisAnalysis of internal Company Resources                                                    ...
SWOT-AnalysisEnter your subheadline here                Strength      Weaknesses                                          ...
Gap AnalysisRevenue targets and their development in the course of time Target value i.e. revenue                         ...
ABC-AnalysisABC Analysis is methodology that gives a quickly and simple review ofassortments of products in retail, wholes...
ABC-AnalysisPlaceholder für Ihre eigene Subheadline         Percent                          Sales 2010    Commulated No. ...
Quality and Price PositioningRelative positioning of different product categories      high                               ...
Seller / Buyers Market - FeaturesComparison and limits of the characteristics of the seller and buyers market             ...
Market Attractiveness - Competition AdvantagePortfolio 1/3Analysis of portfolio categories according to the criteria lists...
Market Attractiveness - Competition AdvantagePortfolio 2/3Analysis of portfolio categories according to the criteria lists...
Market Attractiveness - Competition AdvantagePortfolio 3/3Display of portfolio graphic according to results of prior crite...
Market SegmentationDifferent types and levels of market segmentation                                                      ...
Segmenting-Targeting-Positioning (STP-Model)Three steps to target group oriented marketing    Market segmentation         ...
Segmenting-Targeting-Positioning (STP-Model)Three steps in the process of market segmentation Segmentation                ...
Customer SegmentationDifferentiation and description of target groupsCustomer segment XCharacteristics:                   ...
Market Entry BarriersInstitutional and behavior dependent market entry barriers                                           ...
Values and Lifestyles (VALS)System of lifestyle-typology of consumer                                 VALS Typology        ...
Competitive AdvantageRepresentation of the thre influencial factors customers, organizationand competition                ...
Market Research - Process SchemeSeparation of market research process in five phasesDefinition Phase                      ...
Sales Orientation vs. Marketing OrientationComparisonThe sales orientation     Initial point      Main focus on         Me...
Competition StrategiesDifferentiation between cost leadership, time leadership and quality leadership       Cost leadershi...
Competitive Advantage - 5 PrinciplesA competitive advantage over the competition is a superior performanceor property     ...
Competitive Advantage - Advantage MatrixRepresentation of the relationship of competitive advantages and quantities       ...
Competition StrategiesRepresentation of coherences between competitive advantages and amounts                     +       ...
Marketing ModelsEstablished models
Competition - Driving ForcesThe five driving forces of sector competition (according to Porter)                           ...
Marketing - 4P-ModelProduct, Price, Place, Promotion                                    PRODUCT           PRICE           ...
Marketing - 4P-ModelProduct, Price, Place, Promotion
5P-ModelExpansion of the 4P model with the aspect of “Personnel”                                   PRODUCT           PRICE...
5P- ModelExpansion of the 4P model with the aspect of “Personnel”
Marketing 4P‘sEnter your subheadline here                                       4Ps      Product                 Price    ...
Marketing Mix - 7P                                              Classical instrumentsClassical and new instruments        ...
Marketing MixExample with individual factors                                        Brand name                        Slog...
Marketing Mix (4P‘s)Components of the marketing mix     Product policy                Price policy             Communicati...
Service marketing (from 4P’s to 7P’s)Comparison of 4P´s and 7P´s        4 P‘s of the classical                    7 P‘s of...
AIDA- ModelStep model in 4 phases (Phases could variy)          A                    I                  D                A...
AIDA - Action PrincipleThe stage model includes four phases the Customer goes through in order tomake the purchase decisio...
Marketing 3C’s TriangleEnter your subheadline here                                Customer                               D...
Diamond-Model - National Competitive AdvantagesThesis to assess the competitive abilities of states in terms of individual...
Porter‘s Five Forces AnalysisEnter your subheadline here                             New Competitors                      ...
Five ForcesFive (+1) competitive forces according to Porter (supplement through stakeholder)     Potentially new competito...
S-Curve Concept - Life CycleRepresentation of the life cycle of technology in the course of time                          ...
Marketing Strategy /ConceptStrategic marketing / concepts
Differentiation - Strategic MarketingPosition of the strategic marketing between strategic management and marketingmanagem...
Conception Phases of MarketingEnter your subheadline here                                        Situation Analysis       ...
Marketing - Communication PolicyTen-step model of marketing communication                                                 ...
Four Codes of Brand CommunicationCommunication model that implies that there are three more codes next tolanguage responsi...
Core Competences / Product PyramidCore competences as a base of the product pyramid, which are not easily adaptedby other ...
Marketing Strategy - Influencial FactorsInfluencial factorsOrganizational                                   Attitude toobj...
Marketing StrategyMarketing as market-oriented business management / business strategy                             Procure...
Elements of Marketing ConceptConnection between the separate elements and their logical process structure       Wishes, re...
Market Areal StrategyDetermination of geographic coverage                           Market areal strategies               ...
Market Simulation Strategies - Stuck in the Middle  Placeholder for own Subheadline                                       ...
Marketing Strategy - Strategic TriangleIntegrated marketing strategies include the strategic triangle of company,customer ...
Marketing Strategy - Strategic PentagonAccording to Ohmae 1992                            Customer          Government    ...
Innovation - Demand Pull and Technology PushInterplay between both strategies     Company                         Market
Media Strategy - DimensionsAnalysis and visualization of the six most important parameter of media strategy               ...
Marketing StrategiesStrategies according to individualization degree and customer relation          Level of individualiza...
Strategic MarketingQuestions and Marketing             Where?                                   How?                      ...
Marketing OrientationsOrientation of the company on the turnover market Starting Point                      Medium        ...
Cost LeadershipThe strategy of a company to reach sustainable competitive advantage be lowcosts is differentiated in 8 met...
Differentiation StrategyThe strategy of a company to differentiate themselves positively from thecompetition from the cust...
Market Field Strategies according to AnsoffAnsoff-matrix with the representation of product-market-strategies           Ma...
Market Area StrategiesBasic principles for market areas / market development                                              ...
Marketing - STP-StrategiesStrategies of market davelopment         S                         T                          P ...
Competition Strategies Matrix for the devision and basic concept of competition strategies                        Overall ...
Competition Strategies Matrix for the devision and basic concept of competition strategies                        Overall ...
Competition StrategiesMatrix for the devision and basic concept of competition strategies                       Strategic ...
Market Field Strategies according to AnsoffAnsoff-matrix with the representation of product-market-strategies             ...
Norm Strategies - McKinsey/GEEnter your subheadline here       Market- attractiveness          Specializing in few       ...
Norm Strategies - McKinsey/GEMatrix of norm strategies (threefold division of axis )                                      ...
Market GrowthRepresentation of market sizes, like market potential, market volume and marketgrowth in the course of timeAm...
Outpacing-StrategieIncrease in profitability by maximizing quality (high customer benefit) and costreduction          high...
Innovation Strategies - Innovation PentagramA tool of innovation management                                  Motive: Which...
Marketing Concepts - DimensionsPlatzhalter für Ihre eigene Subheadline
Internationalization StrategiesPlaceholder for own Subheadline This is a placeholder text. This text can be  replaced wit...
Marketing Planning /Objectives
Marketing Management - ProcessRepresentation of the ideal type process of marketing management                          An...
Marketing-Planning ProcessMarketing as a process devided in the five steps of market analysis, marketingobjective, strateg...
Marketing TargetsEconomic and non-economic objectives of a business         Economic marketing targets                Non-...
Goal criteria − SMARTThe 5 criteria that define a goal so that it can be used in project management    Specific          M...
Marketing Objectives - Target PyramidPlaceholder for own Subheadline                           Corporate            Retent...
Marketing objctives / Hierarchical levels of objectivesObjective system in form of a hierarchy                            ...
CR-Marketing - Target HierarchyOperative and strategic main and sub objectives                                            ...
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