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Marketing Mix (product (development (concept testing (attractiveness, uses…
Marketing Mix
product
conciderations
development requirements
market research
packaging design
branding
after-care
levels
core product
actual product
augmented product
types
convenience
shopping
speciality
unsought
innovation
expensive
risky
incremental
development
new product planning
micro & macro environment
competitors
differential advantage
SWOT
Ansoff's matrix
idea generation
research laboratories
high tech
periodic reviews
open calls for suggestions
serendipitous suggestion
staff
distributors
customers
suppliers
competitors
collaboration
idea screening
best ideas
real, win, worth it
concept testing
attractiveness
uses
benefits
purchase intention
focus groups
forums
brand communities
market business analysis
strategy
target market
value proposition
price
distribution
marketing budget
goals
sales
profit
market share
evaluate
sales
costs
profit estimate
product development
prototyping
test marketing
full marketing mix
time consuming
expensive
test
laboratory
virtual store
simulated
limited real market
commercialisation
full-scale launch
timing
competing launches
impact on other products
outcome
failure
overestimation of market size
disregarding market research
product development costs
poor product design
incorrect positioning
wrong timing
pricing
poor promotion
aggressive competition
cannot scale
bad product
product limbo
not different enough
customers don't understand product
success
unique superior product
customer-driven
due diligence
early product definition
no feature creep
spiral development
build
test
feedback
world product
global
glocal
global concept
locally tailored
properly executed launch
good marketing plan
speed
preserving quality
price
pricing types
cost-based
total cost approach
break even analysis
direct/marginal cost pricing
volume related costs only
second-market discounting
off season
cost-plus pricing
retailers
mark-up pricing
competitor-based
going rate pricing
questions
difference from competitors in value
strength of competition
competitors pricing strategy
competetive bidding
customer-based
demand pricing
good-value pricing
value-added pricing
psychological pricing
before product
factors affecting
cost
competiotion
value perception
objectives
marketing
pricing
organisational
other products
value to price
environment
who sets the price
product mix pricing
types
product line pricing
car industry
optional-product pricing
accessories
captive product pricing
Gilette
by-product pricing
Marmite
product bundle pricing
business markets
Economic Value to Customer (EVC)
quantity discounts
trade/functional discounts
helping with business function
cash discount
quick pay
seasonal discount
off season
allowances
by helping with sales or marketing
informing decisions
general survey
limited insight
price sensitivity analysis
price map
conjoint analysis
new products
elasticity modelling
rarely used
helpful for price sensitivity
experimentation
ethics
dynamic pricing
changing per needs
segmented pricing
price discrimination
super-sized pricing
value over health
waste
services
process
may be visible
feature
efficency
co-producers
customers
physical evidence
people
serving customers
representing brand
customer-oriented training
business-to-business
relationship quality
chraracteristics
intangible
inseperable
production and consumption
variable
perishable
Place
value delivery network
functions
information
promotion
contact
matching
risk taking
negotiation
financing
distribution
Vertical Marketing System
corporate
ownership
contractual
franchises
administered
power or size
supermarkets
collaborative distribution
marketing opportunity
temporary
reduce cost
overcome problems
barriers
loss of control
sensitive data
entreched culture
types
backhaul
co-loading
physical internet
shared facilities
continuous move routing
multistop trips
conflict
expectations breached
acting in self-interest
poor performance
bad communications
policies and procedures
restricions
sales exclusivity
dealings exclusivity
sales territories
legal issues
restrain trade
monopolies
restrict competition
distribution channel
multiple
options
willingness to travel
different segments
choosing
level of service
company size
type of product
convenience
intensive distribution
shopping
selective distribution
speciality
exclusive distribution
perishable
short distribution design
competitors
environmental factors
promotion mix
communication
public relations
high credibility
potential reach and relevance
no control
sales promotion
promote sales
short term
can damage brand
direct marketing
targeted
can be personalised
unseen by competitors
easy to measure
low response rate
can cause annoyance
digital marketing
flexible
global reach
interacive
can be personalised
intrusive
set up costs
security risk
personal selling
personal
interacitve
flexible
builds relationships
expensive
sales person skills
sponsorship
high visibility
positive association
can backfire
advertising
wide awareness
impersonal
one-way
limited flexibility
criteria for choosing
desired control
financial resources
size of target audience
geographic spread
goals
competitors
costs
preferences
marketing strategy
consistent and coherent message
problems
technical
coding
semantic
decoding
effectiveness
engagement
cognitive
relational
behavioural