KBM 13 Marketing und Kundenbindung (EN)

Module KBM 13: Marketing and Customer Relationship Management

In this module, you will acquire in-depth knowledge in systematic market and competitive analysis as well as in the strategic planning and implementation of marketing measures. You will learn how to effectively design the marketing mix (4P), develop appropriate pricing strategies, and create targeted advertising plans. Additionally, you will gain fundamentals in Customer Relationship Management (CRM) and the strategic use of social networks for customer retention.

Concepts and Background

Marketing Mix (4P)

The four central instruments of marketing: Product, Price, Place, and Promotion. They form the basis for a comprehensive marketing strategy.

Market and Competitive Analysis

The systematic investigation of market potential, market development, as well as the strengths and weaknesses of competitors to derive one's own strategic decisions.

CRM (Customer Relationship Management)

The strategic orientation of the company toward customer relationships through systematic collection, analysis, and utilization of customer data to increase customer satisfaction and retention.

Social Networks in Marketing

The use of online platforms such as LinkedIn, Xing, or Facebook for the direct targeting of audiences, brand building, and interaction with existing and potential customers.

Practical Steps

1. Conduct a SWOT analysis to systematically capture the strengths, weaknesses, opportunities, and risks of your company. This forms the basis for all subsequent marketing activities.
2. Define your target audience based on demographic, psychographic, and behavioral criteria in order to specifically align your marketing measures.
3. Develop a marketing mix where product, price, distribution channel, and communication are coordinated with each other and optimally meet the needs of your target audience.
4. Select appropriate pricing strategies such as cost-oriented, competition-oriented, or value-oriented pricing that match your market positioning.
5. Create an advertising plan with clear objectives, defined measures, responsibilities, timelines, and budgets to control your marketing activities.
6. Implement a CRM system for the centralized collection and evaluation of customer data to enable personalized marketing measures.
7. Establish social media strategies for relevant platforms that reach your target audience and contribute to increasing brand awareness and customer retention.

Common Pitfalls

Further Resources

• German Marketing Association (DMV) - Professional Knowledge and Further Education
• Haufe Lexicon - CRM: Fundamentals and Practice
• Social Media Examiner - Strategies for Social Networks
• Marketing Lexicon - Technical Terms and Definitions

Knowledge Check

Four questions for self-assessment. Click on each question to see the correct answer and explanation.

1. Which of the following components does NOT belong to the classic marketing mix (4P)?

• A) Product
• B) People
• C) Price
• D) Promotion

Correct Answer: B. People belongs to the extended marketing mix (7P), not to the classic 4P model, which consists of Product, Price, Place, and Promotion.

2. What is the main goal of CRM (Customer Relationship Management)?

• A) Maximization of short-term sales
• B) Reduction of marketing costs
• C) Increase in customer satisfaction and retention
• D) Increase in employee productivity

Correct Answer: C. CRM primarily aims at the long-term maintenance and improvement of customer relationships to increase customer satisfaction and retention, not at short-term goals such as cost reduction.

3. Which pricing strategy primarily focuses on the costs of product development and marketing?

• A) Value-oriented pricing
• B) Competition-oriented pricing strategy
• C) Cost-oriented pricing strategy
• D) Psychological pricing

Correct Answer: C. In the cost-oriented pricing strategy, prices are primarily aligned with the incurred costs, while the other strategies are oriented toward the market, perceived value, or psychological aspects.

4. What is an essential first step in developing a marketing strategy?

• A) Determining the marketing budget
• B) Defining the target audience
• C) Conducting a SWOT analysis
• D) Selecting advertising media

Correct Answer: C. The SWOT analysis for the systematic capture of strengths, weaknesses, opportunities, and risks forms the strategic basis for all further marketing considerations and must therefore be carried out first.