Marketing Concept - The St. Gallen Management Approach. Thomas Bieger

Example of a value-creation chain

       Fig.2: Enterprise systems, value-creation networks, value-creation chains

       Fig.3: Value-creation chain, transaction interfaces and enterprise

       Fig.4: Management cycle according to Fayol

       Fig.5: First generation of the St. Gallen Management Model

       Fig.6: Stakeholders of an enterprise

       Fig.7: St. Gallen Management Model, latest development of the third generation, business perspective on organizational value creation

       Fig.8: Triple bottom line

       Fig.9: Contents of the three meaning horizons

       Fig. 10: Primary processes or business processes, according to Porter

       Fig. 11: Business processes and markets

       Fig. 12: Perceived customer value

       Fig. 13: Conceptual relation between customer value, value creation and enterprise value; as an example of a profitability link according to Larivière, 2008

       Fig. 14: Calculation of value creation

       Fig. 15: Structure of business processes

       Fig. 16: Service-provision process as a value-creation chain

       Fig. 17: Business process: goods and services

       Fig. 18: Service chain in incoming tourism

       Fig. 19: The customer buying cycle

       Fig. 20: Structure of a brand according to Aaker (1992) using the HSG as an example

       Fig. 21: Five-phase product life-cycle model

       Fig. 22: Development of marketing

       Fig. 23: Marketing concept

       Fig. 24: Customer system

       Fig. 25: Benefits of long-term customer commitment

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       Fig. 26: Transaction relationships in e-commerce

       Fig. 27: Composition of demand

       Fig. 28: Purchase decision for holiday travels

       Fig. 29: SOR behavioral model

       Fig. 30: Theory of planned behavior

       Fig. 31: Market sizes

       Fig. 32: Importance of specific information sources in tourism

       Fig. 33: Travel motivation (1+ overnights)

       Fig. 34: Types of trends

       Fig. 35: Development of trends

       Fig. 36: Systematic analysis of new trends using the example of scooters

       Fig. 37: Example of a simplified tourism system and its dynamics

       Fig. 38: Market analysis as part of the marketing concept

       Fig. 39: Matrix of a SWOT analysis

       Fig. 40: Strength and weakness analysis of a typical Swiss destination

       Fig. 41: Demand trends and opportunities and threats deduced from them for a Swiss destination

       Fig. 42: Marketing strategy within the marketing concept

       Fig. 43: Goal hierarchy in marketing (exemplary)

       Fig. 44: From market segmentation to differentiation

       Fig. 45: Optimal segmentation

       Fig. 46: Multi-stage market segmentation for the skiing market

       Fig. 47: Statistical market segmentation by motives with the help of cluster analyses

       Fig. 48: Ways of illustrating brand positioning

       Fig. 49: Industry environment conditions and basic strategies for customer acquisition

       Fig. 50: Why customer retention pays off

       Fig. 51: The main tasks of customer retention

       Fig. 52: Overview of marketing tools

       Fig. 53: Detailed planning of a marketing mix — marketing plan

       Fig. 54: From customer value to value of the customer

       Fig. 55: Conception levels for the product

       Fig. 56: Goods and services typology

       Fig. 57: Alternative decisions depending on program policy

       Fig. 58: Basic structure of the physical performance process

       Fig. 59: Basic structure of performance process

       Fig. 60: Possible roles of companies in a value chain

       Fig. 61: Types of business operations

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       Fig. 62: Characteristic features of services

       Fig. 63: Demarcation between service and material good

       Fig. 64: Service chain in incoming tourism — destination point of view

       Fig. 65: Individual service chain

       Fig. 66: Service chain in outgoing tourism — perspective travel as a whole and travel agency

       Fig. 67: Concept of a service chain from a customer’s perspective

       Fig. 68: Demand curve as an aggregation of individual preferences

       Fig. 69: Price effect elasticities

       Fig. 70: Assimilation contrast theory

       Fig. 71: Price determination

       Fig. 72: Yield management systems

       Fig. 73: Yield management for booking systems