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Marketing Strategy and Practive ((3) MP2 Customer Dynamics + MP3: SCA…
Marketing Strategy and Practive
(1) Introduction to Marketing Strategy
Chapter 1: Marketing Strategy: A First Principles Approach
(3) MP3: Competitors
SCA Sources
Inputs and Outputs
(4) Implementing all Strategies
Framework
(2) MP4: Resources
Resource Trade-Offs
Heuristic vs. Attribution
Inputs and Outputs
(5) All Inputs and Outputs
(1) Introduction
How it Differs from Corp- Strategy
Brief History and Definition
(2) MP2: Customer Heterogeneity and STP
Rediscovering Market Segmentation (Yankelovich)
Customer Value Propositions in Business Markets (Anderson)
Chapter 2: MP1 Managing Customer Heterogeneity
Introduction
Customer Heterogeneity
5 Sources of CH
Approaches for Managing CH
Mass Marketing
Niche Marketing
1-1 Marketing
STP Approach
Bias
Segmenting
Clustering
Factor Analysis
3 Important things
MDA
Targeting
Market Attr./Comp. Strength
Ideal Segment (6 Chart.)
Positioning
Perceptual Mapping
Pos. Statement (3 Questions)
Customer Centric Approach
Dissemination of "
org.-wide responsiveness
Gen. of Market Intelligence
Framework for Managing CH
Outputs
Inputs
(3) MP2 Customer Dynamics + MP3: SCA
Chapter 4: Relationship Marketing
The Customer Pyramid (Zeithaml)
Chapter 3: Customer Dynamics
Managing Customer Relationship (Haenlein)
(4) Price and Promotion
How to Stop Price Fixation (Bertini)
Social Media (Mangold)
Chapter 5: IMC and Communication Formats
IMC (Naiv)
(5) Product and Place
First Mover Advantage (Kerin)
Omnichannel Retailing (Bryn)
Chapter 6: Innovation and SCA
(2) Offering and Innovation Str.
State Gate Approach
4 Stages
Repositioning Str.
Red Ocean Markets
Blue Ocean Markets
Marketing´s Role in Innovating
Technologies
Sustaining
Disruptive
(3) Launching
Product Based Factors
Process Based Factors
(1) Offering and Innovation Basics
Innovative Offerings
Innovation Radar
(4) Managing Offerings
Build Offering Equity (3 Steps)