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The Marketing Mix (Product (Product Development (ideas (suggestions…

- - - - Frequently purchased
      - Low investment
    - - Less frequent
      - Selective on price
      - selective on quality
      - selective on style
    - - Special purchase
      - Expensive
      - Brand preference
    - - Little knowledge (E.g. new invention)
      - Little interest (E.g. Insurance)
  - - - Analysis
        
        micro/macro environment
        
        competition
        
        differential advantage
      - Use of tools
        
        SWOT
        
        Ansoff Matrix
    - - research
      - product reviews
      - suggestions
        
        solicited
        
        Unsolicited
      - Serendipitous suggestions
      - competitors
      - collaboration
    - - Is it real?
      - Can we win?
      - Is it worth doing?
    - - target market
      - planned value proposition
        
        sell price
        
        distribution
        
        budget
      - goals
        
        sales/revenue
        
        profit
        
        market share
    - - product meets consumer needs
      - marketing mix
    - - product launch
  - - - Features
      - Styling
      - Brand
      - Quality
      - Packaging
    - - Installation
      - After-sales service
      - Warranty
      - Delivery and credit
- - - - Perceived value compared to competitor
        
        Higher = Higher price
        
        Lower = Lower price
    - - direct cost pricing
      - break-even analysis
      - marginal cost pricing
      - Cost plus pricing
    - - Demand pricing
      - Good-value pricing
      - Value-added pricing
      - Psychological-based pricing
  - - - Marketing
      - Organisational
      - Pricing
- - - - Service centre
      - Reputation (Dentist surgery's are normally clean)
- - - - Size
      - Location
      - Preferences
      - Behaviours
  - - - Competing messages
      - Receiver distractions