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Fragekatalog zu den Onlinebesprechungen, Übungen von Marketing

Universität HamburgMarketing

Übungen zu den Vorlesungen in Form von Fragen

Art: Übungen

2022/2023

Hochgeladen am 23.02.2024

sabra-mghaieth
sabra-mghaieth 🇩🇪

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Session 1:
Go through the slide deck, then answer the following questions:
1. Why is there a need for a marketing approach for small (and new) companies?
2. What do the disciplines of marketing and entrepreneurship have in common? What are the
differences?
3. What is the concept of entrepreneurial orientation? How can it be used to determine the
level of entrepreneurship within a firm?
4. Within entrepreneurial marketing, why is it important to distinguish between new, small
and innovative firms?
5. What is the bottom-up approach of marketing (entrepreneurial marketing) and how does it
differ from the top-down approach?
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Unvollständige Textvorschau

Nur auf Docsity: Lade Fragekatalog zu den Onlinebesprechungen und mehr Übungen als PDF für Marketing herunter!

Go through the slide deck , then answer the following questions:

  1. Why is there a need for a marketing approach for small (and new) companies?
  2. What do the disciplines of marketing and entrepreneurship have in common? What are the differences?
  3. What is the concept of entrepreneurial orientation? How can it be used to determine the level of entrepreneurship within a firm?
  4. Within entrepreneurial marketing, why is it important to distinguish between new, small and innovative firms?
  5. What is the bottom-up approach of marketing (entrepreneurial marketing) and how does it differ from the top-down approach?

“Networks and Opportunities” Go through the slide deck and watch the class video. Then answer the following questions:

  1. Why are networks important for entrepreneurs?
  2. How would you define a market opportunity?
  3. How does the structural holes theory explain the discovery of market opportunities? What are other advantages of “filling” structural holes in entrepreneurship?
  4. What are other ways to discover market opportunities?
  5. What is the special role of brainstorming in design thinking? “The Service Dominant Logic” Read Vargo and Lusch (2004) , go through the slide deck and watch the class video. Then answer the following questions:
  6. What is the special role of resources in marketing?
  7. What is the service centered view of marketing?
  8. What is the meaning of the following statement: “The service-centered view is inherently both consumer-centric and relational?”
  9. Give an own (!) example where a product “performs” a service.
  10. How does the service-centered view relate to entrepreneurial marketing? “Effectuation” Read Read et al. (200 9 ) , go through the slide deck and watch the class video. Then answer the following questions:
  11. What is effectuation? Please describe it.
  12. What is the special role of expertise in marketing and entrepreneurship?
  13. What is the special role of uncertainty in marketing and entrepreneurship?
  14. How did the authors test their propositions in the study?
  15. What are the main take-aways from the study?

“Customer Discovery 2 ” Read Blank and Dorf pp. 126 - 168, 180-188, go through the slide deck and watch the class video. Then answer the following questions:

  1. Describe the “Get” Sales Funnel! What are the different stages a customer needs to move through before making a buying decision? How does the Sales Funnel differ between high involvement buying decisions (think: buying a car) and low involvement buying decisions (think: downloading an app)?
  2. Explain three reasons why it is important to keep customers.
  3. What are good examples for “growing customers?” Explain the concept of the customer lifetime value.
  4. What are the four questions to ask when working on the revenue/pricing hypothesis?
  5. Why is it important to consider “value exchange” when approaching potential partners?

“Customer Discovery 3” Read Blank and Dorf pp. 189 - 256 , go through the slide deck and watch the class video. Then answer the following questions:

  1. Why is it important to separate problem from solution tests?
  2. What are good examples for “pass-fail” experiments when testing the problem?
  3. Why is it important to ask open-ended questions when testing the problem?
  4. When presenting the solution, why should you limit the number of features and ideally not include more than five?
  5. Next to interviewing potential customers, what is another way to find out if they like the solution?
  6. What are other good questions you can ask your interview partners during problem and solution tests? “Customer Discovery 4” Read Blank and Dorf pp. 257 - 273 , go through the slide deck and watch the class video. Familiarize yourself with the Excel work sheet “Key EM Insights and Calculations.” Then answer the following questions:
  7. Why is it important to stick to the original product idea as long as possible?
  8. What parts of the Excel work sheet relate to “how to reach customers (cost effectively)?”
  9. What parts of the Excel work sheet relate to “making money and growing the company?”
  10. What parts of the Excel work sheet relate to the cash burn rate?
  1. How does the business model canvas relate to the financial model (and potentially to the business plan)?