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From a variety of practical examples of digital marketing, 150 company representatives, alumni, students and marketing-interested guests were able to learn, who participated in the 7th "Göttinger Marketing Day" of the PFH. The Göttinger Tageblatt reported on this event.

Göttinger Tageblatt reports on the 7th Göttinger Marketing Day

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Brave messages have dusted off the image of the Berliner Verkehrsbetriebe via social media, Bugatti “accidentally” landed a Youtube hit and MAN has managed to position a new model in the fiercely contested market for commercial and transport vehicles. From these and other practical examples, the 150 company representatives, alumni, students and marketing-interested guests were able to learn, who participated in the 7th “Göttinger Marketing Day” of the PFH on November 8th. The Göttinger Tageblatt reported on this event.

Seven lectures by technology and marketing managers of well-known companies from very different industries gave insights into their marketing activities. Under the motto “Marketing in times of digital awakening”, Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH, had invited to the Göttinger Marketing Day for the seventh time. “The topic of digitization has now arrived at all companies. At the same time, due to the high complexity, there is often a lack of courage and the idea for implementation. Today’s examples show us how it works”, he welcomed the guests present.

 

7. Göttinger Marketing Day Speakers
Speakers and organizers of the Göttinger Marketing Day (from left): Julian Jansen (About You), Martin Deutsch (Einbecker), Stephan Giest (Jung von Matt/BVG), Andreas Minarski (m-result), Dr. Oliver Kohl (m-result), Frank Götzke (Bugatti), Prof. Dr. Hans-Christian Riekhof (PFH), Björn Loose (MAN), Dr. Alexander Kind (KIND), Prof. Dr. Frank Albe (PFH). Photo: PFH

Links:

Göttinger Tageblatt (paywall):

“Kind, Bugatti and MAN as guests at the Göttinger Marketing Day”
https://www.goettinger-tageblatt.de/Campus/Goettingen/Kind-Bugatti-und-MAN-zu-Gast-beim-Goettinger-Marketingtag-Konzepte-zur-Digitalisierung

Göttinger Tageblatt (complete article as pdf)

Tips for students from Bugatti and MAN
https://www.unicconsult.com/wp-content/uploads/2019/11/2019-11-14_GT_Goettinger-Marketingtag.pdf

Links to the press release:

“Learning from the best – 7th Göttinger Marketing Day of the PFH”

Private University of Göttingen (PFH)
https://www.pfh.de/aktuelles/1003-7-goettinger-marketingtag-von-den-besten-lernen.html



Screenshot:
Dr. Alexander Kind (KIND), Frank Götzke (Bugatti) and Prof. Dr. Hans-Christian Riekhof in discussion with the participants of the Göttinger Marketing Day. Photo: PFH

As reported by the Süddeutsche Zeitung in its edition of December 5, 2017, Deutsche Bahn wants to work on its pricing strategy and differentiate its ICE prices more. Planned are price adjustments depending on both the speed of the trains and the utilization.

Does Deutsche Bahn need a new pricing strategy?

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As reported by the Süddeutsche Zeitung in its edition of December 5, 2017, Deutsche Bahn wants to work on its pricing strategy and differentiate its ICE prices more. Planned are price adjustments depending on both the speed of the trains and the utilization.

Pricing expert Professor Hans Christian Riekhof says: “It makes a lot of sense to include the speed of the ICE in the pricing, because the passengers get to their destination noticeably faster. As for the utilization-dependent price differentiation of the routes of plus or minus 4.9%, this range is much too small in my estimation.” Professor Riekhof advocates that DB conducts benchmarking with other industries, such as the musical business or airlines. There has been a much more pronounced time-dependent price differentiation for years. “Revenue potentials are being given away here,” says the pricing specialist.

 

Photo: www.pixabay.com

The Attack of the Discounters

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On 29.11.17, Handelsblatt reported on the attack and expansion strategy of the discounters. Cheap chains like Zeeman, Rusta, Primark and Action are expanding in the German market. Why does the discount segment still seem to promise growth?

Pricing expert Professor Hans Christian Riekhof says: “Discount shopping is and remains a basic pattern of the consumer, which aims at satisfying a clearly defined need, and as simply and uncomplicatedly as possible. What we should not overlook: the same consumer buys later also in other stores, where it is about the ambience, the selection, the little luxury. And that is no contradiction at all.”