Excerpt
Contents
i. Abstract
ii The Company - ADMECO AG
1.0 Marketing Orientation
1.1 Definition of Marketing Orientation
1.1.1 Marketing Orientation- What are the Requirements?
1.1.2 Marketing Concept - The Construct of Marketing Orientation
1.2 Market Orientation Assessment at ADMECO AG - Marketing Effectiveness Rating
1.2.1 Methodology
1.2.2 Assessment Outcomes
2.0 Marketing Audit
2.1 The Marketing Cockpit - A Strategic & Tactical Instrument
2.1.1 Marketing Analysis - Healthcare Sector
2.1.2 Marketing Objectives
2.1.3 Market Segmentation
2.1.4 Competitive Marketing Strategy
2.1.5 Channel Strategy
2.1.6 Marketing Mix
2.1.7 Marketing-Infrastructure
2.1.8 Marketing Budget
2.1.9 Marketing Controlling
3.0 General Recommendation on Marketing Activities
4.0 Specific Recommendations
4.1 Alternative Sales Channels
4.1.1 Sales by Manufacturers Representation
4.1.2 Sales Through Risk Sharing Strategies
4.2 New Communication Technology
4.2.1 Internet/Intranet/Extranet
4.2.2 Knowledge Management
4.3 Customer Relations Management (CRM) Systems
5.0 Plan of Action
6.0 Appendices
6.1 ADMECO Corporate Overview
6.1.1 Certification
6.1.2 Organizational Chart (as of July 2003)
6.1.3 Product Portfolio
6.2 Company Audit - Marketing-Effectiveness Rating
6.3 US Doctor Concentration,
6.4 Secondary Market Research Information
6.5 US Surgical Procedures
6.6 ADMECO’s world-wide OR lamp competitors
6.7 Buying behaviour - US OR customers
6.8 ADMECO-com log-on Statistic
6.9 Advertisement Schedule
6.10 The Value Chain
6.11 Plan of Action
7.0 References
- Quote paper
- MBA Andreas Keller (Author), 2003, Marketing Management Approach at ADMECO AG, Munich, GRIN Verlag, https://www.grin.com/document/178450
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