Marketingleiter HFP flashcards

28 cards. Read the term and the definition here. The deck at the top of this page is optional.

Segmentierung

Segmentation groups customers by meaningful differences in needs or behavior so that offer, access, and communication can be designed appropriately.

Positionierung

Positioning specifies a relevant distinctive benefit and competitive frame for a chosen audience, supported by the actual delivered customer experience.

Marketingmix

The mix coordinates offer, price, distribution, and communication rather than treating each tactic as an independent substitute for strategy.

Kannibalisierung

Cannibalization occurs when a new own offer displaces sales of an existing own offer rather than generating entirely incremental demand.

Reason Why

A supporting reason gives the audience a credible basis for believing the promised benefit instead of merely repeating an assertion.

Nettoreichweite

Net reach counts distinct reached people within a defined audience and period, unlike gross contacts that can include repeated exposure.

Kontaktfrequenz

Average frequency relates total contacts to distinct reached people and does not imply identical exposure for every individual in that group.

Briefing

A useful brief aligns task, audience, objective, proposition, constraints, deliverables, timing, and evaluation so implementation can be assessed purposefully.

CTR

Click-through rate divides recorded clicks by impressions under a stated definition and does not itself measure purchase or customer value.

CPA

Cost per acquisition divides the relevant spend by a clearly defined acquisition event, such as a qualified lead or new customer.

ROAS

Return on ad spend compares attributed revenue with advertising expenditure and must not automatically be interpreted as incremental net profit.

Inkrementalität

Incrementality concerns what changed because of an intervention relative to a suitable counterfactual, not merely which touchpoint receives attribution credit.

Auswahlgrundlage

A sampling frame defines the units accessible for selection and can exclude relevant population groups even when the final sample is large.

Selbstselektion

Self-selection can make voluntary respondents systematically different from the intended population, limiting how confidently results can be generalized beyond them.

Prozentpunkte

Percentage points express the subtraction of two percentage levels, distinct from a relative percentage change measured against the initial level.

Bestätigungsfehler

Confirmation bias favors evidence supporting a prior belief while neglecting contradictory information that could change the interpretation or decision.

Absatzmittler

An intermediary participates between provider and end customer, potentially adding market access and service while changing control, margin, and coordination.

Omnichannel

An omnichannel approach coordinates relevant channel transitions and information from the customer’s perspective rather than merely adding disconnected contact points.

Sicherheitsbestand

Safety stock is an additional buffer against demand or supply uncertainty and must be considered alongside service goals and inventory costs.

CRM

Customer relationship management coordinates relevant information and processes to support purposeful interactions, requiring suitable data quality, access, and follow-up ownership.

Opt-in und Kunden-Ausnahme

Swiss email marketing distinguishes prior consent from a specific existing-customer exception; sender identity and an accessible refusal mechanism remain important.

Deckungsbeitrag

Contribution subtracts variable costs from revenue under the stated model and remains available for fixed costs and profit rather than equaling final profit.

Break-even

A break-even calculation finds the activity level covering defined costs under explicit assumptions, not a guarantee of real demand or future success.

Versunkene Kosten

Sunk costs are past irrecoverable expenditure that should be distinguished from future consequences still affected by the current choice among alternatives.

Benefit ownership

Accountable responsibility for tracking whether an intended business outcome is realized and maintained, distinct from merely delivering a technical project milestone.

Portfolio priority

A justified relative allocation of resources across initiatives based on value, risk, dependencies and constraints, not simply funding the most visible local request.

Continuing capability

The people, process, data, resources and ownership needed to sustain a useful operating result after a project or training event ends.

Decision authority

The actual permitted scope for approving an action or accepting relevant consequences, which a label, dashboard or recommendation does not confer by itself.