Zusammenfassung Wirtschaftsenglisch
Chapter 5:
1. Segmentation of the consumer markets with their definitions (page 46)
a) Behavioral segmentation (= dividing a market by occasion, loyalty status,
attitude toward product)
b) Demographic segmentation (= dividing a market by age, gender, family size,
family income, occupation, education, religion, race)
c) Geographic segmentation (= dividing a marekt by city, region, climate)
d) Psychographic segmentation (= dividing a market by social class, lifestyle,
personality)
2. Different stages of marketing (page 47-48)
Marketing 1.0:
Time period:
✓ 1950s/ 1960s
Characteristics of period (business environment):
✓ High demand after the war
✓ Business was on the upswing
Characteristics of marketing:
✓ Initial function: Supporting production, along with finance and human
resources
✓ Key function: To generate demand for products
✓ 4 P’s
✓ Nothing else was needed from marketing than those tactical guidelines
Marketing 2.0:
Time period:
✓ 1970s/ 1980s
Characteristics of period (business environment):
✓ 1973: Oil crisis. US economy and western economies were hit by oil shock-
driven stagflation
✓ 1980s: Economy remained uncertain, because economic growth migrated
to Asia.
✓ Demand was scarce
Characteristics of marketing:
✓ Downswing as a blessing in disguise (marketing gained more prominence
during period of low demand)
✓ To stimulate demand, marketing evolved from tactical to more strategical
level
✓ Effectively generate demand: customer should replace product in all
marketing activities
Chapter 5:
1. Segmentation of the consumer markets with their definitions (page 46)
a) Behavioral segmentation (= dividing a market by occasion, loyalty status,
attitude toward product)
b) Demographic segmentation (= dividing a market by age, gender, family size,
family income, occupation, education, religion, race)
c) Geographic segmentation (= dividing a marekt by city, region, climate)
d) Psychographic segmentation (= dividing a market by social class, lifestyle,
personality)
2. Different stages of marketing (page 47-48)
Marketing 1.0:
Time period:
✓ 1950s/ 1960s
Characteristics of period (business environment):
✓ High demand after the war
✓ Business was on the upswing
Characteristics of marketing:
✓ Initial function: Supporting production, along with finance and human
resources
✓ Key function: To generate demand for products
✓ 4 P’s
✓ Nothing else was needed from marketing than those tactical guidelines
Marketing 2.0:
Time period:
✓ 1970s/ 1980s
Characteristics of period (business environment):
✓ 1973: Oil crisis. US economy and western economies were hit by oil shock-
driven stagflation
✓ 1980s: Economy remained uncertain, because economic growth migrated
to Asia.
✓ Demand was scarce
Characteristics of marketing:
✓ Downswing as a blessing in disguise (marketing gained more prominence
during period of low demand)
✓ To stimulate demand, marketing evolved from tactical to more strategical
level
✓ Effectively generate demand: customer should replace product in all
marketing activities
