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Marketing (Functions of Marketing (Branding, Packaging and Labelling,…
Marketing
Functions of Marketing
Branding
Packaging and Labelling
Customer Support Services
Pricing of Product
Standardization and Grading
Promotion
Product Design and Development
Physical Distribution
Marketing Planning
Transportation
Gathering and Analyzing Market Information
Storage or Warehousing
Selling vs Marketing
Part of the process vs Wider term
Transfer of Title vs Satisfying Consumer Needs
Profit through Maximizing Sales vs Customer Satisfaction
Start and End of the Activities
Difference between Emphasis
Difference in Strategies
Marketing Management Philosophies
Production Concept - Inexpensive and easily available
Product Concept - High quality
Selling Concept - Aggressive selling
Marketing Concept - Satisfying Customer's needs
Societal Marketing Concept - Customer needs + Eco-friendly
Features
Creating a Market Offering
Customer value
Needs and Wants
Exchange Mechanism [Essence of Marketing]
Marketing Mix
Price
Place
Product
Promotion
Marketing Management
Choosing target market
Getting, keeping and growing customers
Create superior values, communicate these values and persuade them to buy
Product Mix
Packaging
Levels of Packaging
Primary
Secondary
Transportation
Importance
Self Service Outlets
Innovational Opportunities
Rising Standards of Health and Sanitation
Product Differentiation
Functions
Product Protection
Facilitating Use of the Product
Product Identification
Product Promotion
Labelling
Functions
Grading of Products
Helps in Promotion of Products
Providing Information Required by Law
Identification of the Product or Brand
Describe the Product and Specify its Contents
Branding
Advantages
To Marketers
Helps in Advertising and Display Programmes
Differential Pricing
Enables Marking Product Differentiation
Ease in Introduction of New Product
To Consumers
Ensures Quality
Status Symbol
Helps in Product Identification
Characteristics of Good Brand Name
Short/ easy to pronounce
Suggest product's qualities
Unique/ distinctive
Versatile to accommodate new product lines
Adaptable to packaging/ labelling reqm.
Capable of being registered and protected legally
Shouldn't get out of date
Role of Marketing
Role in a Firm
Role in the Economy
Product
Types of Benefits
Psychological Benefits
Social Benefits
Functional benefits
Classification
Consumer Products
Shopping Efforts Involved
Shopping Products
Clothes, shoes, furniture, jewelry, radio,TV
Specialty Products
Art collection
Convenience Products
Cigs,medicines, ice cream, toothpaste etc.
Durability
Non-Durable Products
Toothpaste, detergent, soap, stationery
Durable Products
Radio, Refrigerator, bicycle, kitchen gadgets
Services
Dry cleaning, watch repair, hair cutting, postal services, doctor
Industrial Products
Materials and Parts
Raw material
Manufactured materials/parts
Capital Items
Installations
Equipment
Supplies and Business Services
Maintenance and repair
Operating
What can be marketed? [anything of value]
Product, service, person, place, idea, event, organisation, experience, properties