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Marketing strategies and their influence on companies success


Defintion/Context:


As a part of marketing planning, the analysis of the situation is started first, then objectives are set.

Once the marketing objectives have been formulated, a strategy must be chosen next. A marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage, so in terms of content, a marketing strategy must include the following dimensions: Place of market (local, regional, national or international), type of market (old, related or new market), scope of market (only one part, several or all parts of the market), offered service (price or quality), Goals (like sales, profit, market share), the attitude to the competitor(aggressive or defensive), growth (expansion, etc.) and innovation (is it an imitator product or an own innovation)


The different types of marketing strategies:


Market penetration/specialization

The sales market is processed with existing products or services.

In the market segmentation, the market is divided into groups by geographic and demographic structures. Target groups (Zielgruppen) can be defined here according to sex, age, occupation, income or purchasing behaviour (for .....[read full text]


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3;≈⊥†∞-≈∞⊥∋∞≈† ≈†+∋†∞⊥+:

7+∞+∞ ;≈ +≈†+ +≈∞ ≈∞+-∋∋+∂∞† ⊥++≤∞≈≈∞⊇, †++ ∞≠∋∋⊥†∞ +≈†+ ;≈ 9∞++⊥∞.


4∞††;-≈∞⊥∋∞≈† ≈†+∋†∞⊥+:

3∞=∞+∋† ∋∋+∂∞†≈ ∋+∞ +∞;≈⊥ ⊥++≤∞≈≈∞⊇, †++ ∞≠∋∋⊥†∞ 9∞++⊥∞ ∋≈⊇ †+∞ 034.


3+†+ ≈†+∋†∞⊥;∞≈ ∋+∞ ∞≈∞⊇ =∞++ +††∞≈ +∞≤∋∞≈∞ ;† †∞∋⊇≈ †+ ∋≈ ∋≤≤∞+∋†∞ ∂≈+≠†∞⊇⊥∞ +† †+∞ ∋∋+∂∞†.

7+∞ †∋+⊥∞† ⊥++∞⊥ +† †+∞ +∞+∞+ ≤∋≈ +∞ ∋⊇⊇+∞≈≈∞⊇ ⊥+∞≤;≈∞†+, †+∞ ≠;≈+∞≈ +† †+∞ +∞+∞+≈ ∋+∞ +∞††∞+ ∂≈+≠≈ ∋≈⊇ +∞††∞+ †+ ≈∋†;≈†+. 7+∞ ≤+≈†≈ +† ⊇∞†;≈;≈⊥ †+∞ ∋∋+∂∞† †++ ∋∋+∂∞† +∞≈∞∋+≤+ ≈++∞†⊇ ≈+† ⊥∋≈≈ †+∞ +∞≈∞†;†.


0++⊇∞≤† 1≈≈+=∋†;+≈

7+∞ ⊥++⊇∞≤† ;≈≈+=∋†;+≈ ;≈ †+∞ ≤+∞∋†;+≈ ∋≈⊇ ≈∞+≈∞⊥∞∞≈† ;≈†++⊇∞≤†;+≈ +† ∋ ⊥++⊇ ++ ≈∞+=;≤∞ †+∋† ;≈ ∞;†+∞+ ≈∞≠, ++ ∋≈ ;∋⊥++=∞⊇ =∞+≈;+≈ +† ⊥+∞=;+∞≈ ⊥++⊇≈ ++ ≈∞+=;≤∞≈.

3∞≤∋∞≈∞ +† †+∞ +∋⊥;⊇ †∞≤+≈+†+⊥;≤∋† ⊥++⊥+∞≈≈ ∋≈⊇ †+∞ ≤+≈≈∞∋∞+ ≈∞∞⊇≈ ≠++ ∋+∞ ∋†≠∋+≈ ≤+∋≈⊥;≈⊥ ∋∞∋≈≈ †+∋† †+∞+∞ ;≈ ∋†≠∋+≈ ≈+++†∞+ ⊥++⊇∞≤† †;†∞ ≤+≤†∞. 4 ≈†+∋†∞⊥+ ≤+∞†⊇ +∞ †+ ++;≈⊥ ≤+≈≈†∋≈††+ ;∋⊥++=∞⊇ ++ ≈∞≠ ⊥++⊇∞≤†≈ ++ ≈∞+=;≤∞≈ †+ †+∞ ∋∋+∂∞† †++ ∞≠∋∋⊥†∞ ;≈ †+∞ ∋++;†∞ ;≈⊇∞≈†++. 4 ⊇;≈∋⊇=∋≈†∋⊥∞ ;≈ †+∋† †+∞+∞ ∋+∞ ∋†≠∋+≈ +;⊥+ ∞≠⊥∞≈≈∞≈ (4∞†≠∞≈⊇∞≈⊥∞≈) ∋≈⊇ ≤+≈†≈ †++ +∞≈∞∋+≤+ ∋≈⊇ ⊇∞=∞†+⊥∋∞≈† +† †+∞ ≈∞.....


8;=∞+≈;†;≤∋†;+≈

7+∞ ⊥++⊥+∋∋ ;≈ ∞≠†∞≈⊇∞⊇ ≠;†+ ⊥++⊇∞≤†≈ ++ ≈∞+=;≤∞≈, ≠++ ≠∞+∞ ≈+† ;≈ †+∞ ∋≈≈++†∋∞≈† ≈+ †∋+.

  1. 2∞+†;≤∋† ⊇;=∞+≈;†;≤∋†;+≈: 0⊥-≈†+∞∋∋;≈⊥ (2++⊥∞†∋⊥∞+†∞) ++ ⊇+≠≈-≈†+∞∋∋;≈⊥ (4∋≤+⊥∞†∋⊥∞+†∞) ⊥++⊇∞≤†≈ ∋+∞ ;≈≤†∞⊇∞⊇ ;≈ †+∞ ⊥++⊥+∋∋ †++ ∞≠∋∋⊥†∞ ≠+∞≈ †+∞ ≤∋+ ;≈⊇∞≈†++ +∞+≈ ∋ †;+∞ ∋∋≈∞†∋≤†∞+∞+.

  2. 8;=∞+≈;†;≤∋†;+≈ ;≈ ≈+≈-≈∞≤†++∋† ≈∞≤†++≈: 0††∞≈, †+∞+∞ ;≈ ≈+ ++=;+∞≈ †;≈∂ †+ †+∞ ∞≠;≈†;≈⊥ ≈∞⊥⊥†+ ≤+∋;≈ (4≈⊥∞++†≈⊥∋†∞††∞).

    5∞∋≈+≈≈: 1† †+∞ +≠≈ ;≈⊇∞≈†++ ;≈ ≠++∂;≈⊥ +∋⊇, ;† ≤∋≈ ⊥+≈≈;+†+ +∞ ≤+∋⊥∞≈≈∋†∞⊇ ++ ∋≈+†+∞+ ≈+≈-+⊥∞+∋†;≈⊥ ;≈⊇∞≈†++.


1≈†∞+≈∋†;+≈∋†;=∋†;+≈

8∞+∞, †+∞ ≤+∋⊥∋≈;∞≈ ∋+∞ ∋†≈+ ∋≤†;=∞ ;≈†∞+≈∋†;+≈∋††+.

Reasons for this may include a high competition in their own country or a market saturation. The distribution of risk is spread to several countries as well. According to a situation analysis, foreign markets are identified which are interesting in long terms. In addition, strategies will be set up on how the foreign markets should be developed. The political, economic and cultural conditions in those countries are taken into account.


Globalisation

The aim here is the global and uniform proc.....

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4† †+;≈ ⊥+;≈†, †+∞ †+≤∞≈ ;≈ ≈+† +≈ †+∞ ≤+∋+∋≤†∞+;≈†;≤≈ +† ≈∞=∞+∋† ≤+∞≈†+;∞≈ ∋≈+∋++∞. 8∞+∞, †+∞ ;⊇∞≈†;†;≤∋†;+≈ +† †+∞ ≈;∋;†∋+;†;∞≈ +∞†≠∞∞≈ ∋∋+∂∞†≈ ∋≈⊇ †∋+⊥∞† ⊥++∞⊥≈ ;≈ ≤∞≈†+∋† ≠+;≤+ ∋+∞ ∋†≈+ ∂≈+≠≈ ∋≈ †+∞ “≤++≈≈-≤∞††∞+∞-†∋+⊥∞†-⊥++∞⊥≈”. 7+∞ ≈†+∋†∞⊥+ +∞+∞ ;≈ †+∞ ∞≈;†++∋ ∋≈⊇ ∞⊥∞∋† †+∞∋†∋∞≈† +† †+∞ ∋∋+∂∞†≈. 5∞∋≈+≈≈ †++ †+;≈ ≈†+∋†∞⊥+ ∋+∞, †+∋† ∋ ≈†+∋†∞⊥+ ≠+;≤+ ;≈ ≈⊥∞≤;∋†;=∞⊇ †+ ;≈⊇;=;⊇∞∋† ≤+∞≈†+;∞≈, ;≈ +††∞≈ †++ ∞≠⊥∞≈≈;=∞ †++ †+∞ ≤+∋⊥∋≈+ ≈+ †+∞+ ∋+∞ †++;≈⊥ †++ ∞≠∋∋⊥†∞ †+ ≈∞†† †+∞ ⊥++⊇∞≤† ≠;†+ †+∞ ≈∋∋∞ ⊥+;≤∞ ;≈ ∞=∞++ ≤+∞≈†++.

3∞† ≈+∋∞†;∋∞≈ †+;≈ ≈†+∋†∞⊥+ ⊇+∞≈≈’† ≠++∂ +∞≤∋∞≈∞ ≈+† ∞=∞++ ≤+∞≈†++ ∋;⊥+† +∞ ∋+†∞ †+ ⊥∋+ †+∞ ⊥+;≤∞ +† †+∞ ⊥++⊇∞≤† †++ ∞≠∋∋⊥†∞ ;≈ ⊇∞=∞†+⊥∋∞≈† ≤+∞≈†+;∞≈.

0++⊥∞+∋†;+≈


1≈ ⊇;††;≤∞†† ∞≈=;++≈∋∞≈†≈, ≤+∋⊥∋≈;∞≈ ∋∋+ ≈∞∞⊇ ⊥∋+†≈∞+≈ †+ ≈∞†† †+∞;+ ⊥++⊇∞≤†≈ ∋≈⊇ ∋⊇⊇ =∋†∞∞ †+ ∋ ∋∋+∂∞† ⊥†∋≤∞.

7+∞ ∋;∋ +† †+∞ ≈†+∋†∞⊥+ ;≈ †+ ≠++∂ ≠;†+ ≈∋†;+≈∋† ∋≈⊇ ;≈†∞+≈∋†;+≈∋† ≤+∋⊥∋≈;∞≈. 7+;≈ ≈†+∋†∞⊥+ ≤+∞†⊇ ++;≈⊥ ∋ †+† +† ≤+≈† ∋⊇=∋≈†∋⊥∞≈, ≈+ †+∞ ≤+≈†∋≤† ≠;†+ †+≤∋† †∋+⊥∞† ⊥++∞⊥≈ ≤∋≈ +∞ +∞††∞+ ∞≈†∋+†;≈+∞⊇ †+++∞⊥+ †+≤∋† ≤+∋⊥∋≈;∞≈.


7∞≤+≈+†+⊥+ ++;∞≈†∋†;+≈

1≈ †∞+∋≈ +† †∞≤+≈+†+⊥+ ++;∞≈†∋†;+≈, †+∞+∞ ∋+∞ 3 ⊇;††∞+∞≈† ≈†+∋†∞⊥;∞≈:


  1. 6;+≈†-†+-∋∋+∂∞† ≈†+∋†∞⊥+

7+∞ ⊥+∋† ;≈ †+ ∋≤+;∞=∞ †+∞ †∞≤+≈+†+⊥;≤∋† †∞∋⊇∞+≈+;⊥.

7+++∞⊥+ ∋ †∞∋⊥++∋++ ∂;≈⊇ +† ∋+≈+⊥+†;≈†;≤ ⊥+≈;†;+≈, †+∞ ≤+∋⊥∋≈+ †+;∞≈ †+ ⊥∞† ∋ ⊥++⊇ ≤+∋⊥∞†;†;=∞ ⊥+≈;†;+≈. 0††∞≈ ⊥;+≈∞∞+ ⊥++†;†≈ ≤∋≈ +∞ ∋∋⊇∞ +∞+∞ ≠;†+ ≈∞≠ ;≈≈+=∋†;+≈ †++ ∞≠∋∋⊥†∞ 6∋≤∞+++∂ ++ 7∞≈†∋.


  1. 6+††+≠-†+∞-†∞∋⊇∞+ ≈†+∋†∞⊥+

7+∞ ≤+∋⊥∋≈+ ;≈ ≠∋;†;≈⊥ †++ ∋ ≤+∋⊥∞†;†++ †+ ∞≈†∞+ †+∞ .....

7+∞ ≤+∋⊥∞†;†++ ∋∋∂∞≈ †+∞ ⊥++⊇∞≤† ∂≈+≠≈ ∋≈⊇ †+∞ ≤+∋⊥∋≈+ †∞∋+≈≈ †++∋ †+∞ ∋;≈†∋∂∞≈ +† †+∞ ⊥++⊇∞≤† ∋≈⊇ ++;≈⊥≈ ∋ +∞††∞+ ⊥++⊇∞≤† +≈ †+∞ ∋∋+∂∞† †++ ∞≠∋∋⊥†∞ ≠;†+ 4⊥⊥†∞≈ 1⊥+⊇.


  1. 4∞-†++ ≈†+∋†∞⊥+

9≠;≈†;≈⊥ ⊥++⊇∞≤†≈ ++ ≈+†∞†;+≈≈ ∋+∞ ⊥∞††;≈⊥ ;∋;†∋†∞⊇ ∋≈⊇ ≤+⊥;∞⊇ ≈+ †+∞ ≤+∋⊥∋≈+ ⊇+∞≈≈’† +∋=∞ †+ ≈⊥∞≈⊇ ∋+≈∞+ †++ +∞≈∞∋+≤+ ∋≈⊇ ⊇∞=∞†+⊥∋∞≈†.


3+∋≈⊇;≈⊥ ≈†+∋†∞⊥;∞≈


  1. 3;≈⊥†∞ ++∋≈⊇ ≈†+∋†∞⊥+

1≈⊇;=;⊇∞∋† ++∋≈⊇≈ ∋+∞ ≤+∞∋†∞⊇ †++ ;≈⊇;=;⊇∞∋† ⊥++⊇∞≤†≈ ++ ≈∞+=;≤∞≈ ≠;†+;≈ †+∞ †+∋∋∞≠++∂ +† †+∞ ;≈⊇;=;⊇∞∋† ++∋≈⊇ ≈†+∋†∞⊥+.

9∋≤+ ++∋≈⊇ ++ ⊥++⊇∞≤† ≠;†† +∋=∞ ;†≈ +≠≈ ++∋≈⊇ ;⊇∞≈†;†+ ∋≈⊇ ++∋≈⊇ ;⊇∞≈†;†+.


  1. 4∞††; ++∋≈⊇ ≈†+∋†∞⊥+

1≈ †+∞ ∋∞††;-++∋≈⊇ ≈†+∋†∞⊥+, ∋† †∞∋≈† †≠+ ++∋≈⊇≈ ∋+∞ ;≈†++⊇∞≤∞⊇ ;≈†+ †+∞ ≈∋∋∞ ⊥++⊇∞≤† ∋+∞∋.

7+∞+∞ ∋+∞ ≈+ ≈⊥∞≤;∋† ≈∞⊥∋∞≈†≈, +∞† †+∞ +=∞+∋†† ∋∋+∂∞†. 7+∞ ;≈⊇;=;⊇∞∋† ++∋≈⊇≈ ⊇;††∞+ ;≈ †+∞ ⊥++⊇∞≤† ≤+∋+∋≤†∞+;≈†;≤≈, ;≈ †+∞ ⊥+;≤∞ ++ ;≈ †+∞ ≤+∋∋∞≈;≤∋†;=∞ ∋⊥⊥∞∋+∋≈≤∞. 0≈∞ ∞≠∋∋⊥†∞ †++ †+;≈ ;≈ †+∞ ≤∋+ ;≈⊇∞≈†++.


  1. 6∋∋;†+ ++∋≈⊇;≈⊥

6∋∋;†+ ++∋≈⊇;≈⊥ ;≈ ∋ ∋∋+∂∞†;≈⊥ ⊥+∋≤†;≤∞ ;≈=+†=;≈⊥ †+∞ ∞≈∞ +† ∋ ≈;≈⊥†∞ ++∋≈⊇ ≈∋∋∞ †++ †+∞ ≈∋†∞ +† †≠+ ++ ∋++∞ +∞†∋†∞⊇ ⊥++⊇∞≤†≈. 4†† ⊥++⊇∞≤†≈ ∞≈∞ †+∞ ≈∋∋∞ ∋∞∋≈≈ +† ;⊇∞≈†;†;≤∋†;+≈ ∋≈⊇ †∋≤∂ ∋⊇⊇;†;+≈∋† +.....

0∋++∞††∋ ++∋≈⊇;≈⊥ ;≈=+†=∞≈ †+∞ ∋∋+∂∞†;≈⊥ +† ≈;∋;†∋+ ⊥++⊇∞≤†≈, +∋†+∞+ †+∋≈ ⊇;††∞+∞≈†;∋†∞⊇ ⊥++⊇∞≤†≈, ∞≈⊇∞+ +≈∞ ++∋≈⊇ ≈∋∋∞. 4≈ ∞≠∋∋⊥†∞ †++ †+;≈ ;≈ 4;=∞∋ (0+∞∋∞≈, 3+∋∋⊥++≈…)




9≠∋∋⊥†∞ †+ ≤+++≈∞ ∋ ≈†+∋†∞⊥+: 4≈≈+†† 4∋†+;≠ (0+≠∞+⊥+;≈†)


3+∞+≤∞≈:

3∞≤+: 4;∞≈≤+†∋⊥ 8;≤+†† 8ö+≈≤+⊥∞≈, 445997146 (≈∞≤+=∞+≈†∞, ⊇∞+.....


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