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Marketing Management (The Strategic Planning, Implementation, and…
Marketing Management
The Strategic Planning, Implementation, and Control Process
Planning
Corporate Planning
Division Planning
Business Planning
Product Planning
Implementing
Organizing
Implementing
Controlling
Measuring Results
Diagnosing Results
Taking Corrected Action
Buying Situations
Straight Rebuy
New Task
Modified Rebuy
The Evolution of Marketing Management
Marketing Mix Four P's
Product, Place, Promotion, and Price
Modern Marketing Management Four P's
People, Processes, Programs, and Performance
Determinants of Customer Perceived Value Customer Perceived Value
Total Consumer Benefit
Product Benefit
Services Benefit
Personnel Benefit
Image Benefit
Total Customer Cost
Monetary Cost
Time Cost
Energy Cost
Psychological Cost
The Social culture Environment
Views of Ourselves
Views of Others
Views of Organizations
Views of Society
Views of Nature
Views of the Universe
The Marketing Research Process
Define the problem and research objective
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make the decision
Model of Consumer Behavior
Marketing Stimuli
Products and Services, Price, Distribution, and Communication------
Other Stimuli
Economic, Technological, Political, and Cultural
Consumer Psychology
Motivation, Perception, Learning, and Memory----------------
Consumer Characteristics
Cultural, Social, and Personnel
Buying Decision Process Problem
Recognition information search, Evaluation of Alternative, Purchas Decisions, and Post Purchase Behavior
Purchase Decision Product Choice
Brand Choice, Dealer Choice, Purchase Amount, Purchase Timing, and Payment Method
5 Modes of Entry Information Foreign Market
Commitment, Risk, Control, and Profit Potential
Indirect Exporting
Direct Exporting
Licensing
Joint Venture
Direct Investment