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Big ideas in organisations marketing - Coggle Diagram
Big ideas in organisations
PESTLE- macro environment:
Political
Economic
Social
Technological
Legal
Ethical
SWOT analysis
-Strengths
-Weaknesses
-Opportunities
-Threats
Market research:
Surveys
Interviews
Focus Groups
Observation
Segmentation variables for consumer markets
Market research is both quantitative and qualitative
Operations management
Operations input-process-output model
Hayes and Wheelwright four-stage model
Order-winning and order-qualifying criteria- Hill 1995
Design tasks
Planning and control
Improvement
The marketing process
Micro + Macro environment
Mission statement- Wilson and Gilligan
Competitive advantage
Porter's 5 forces
Ansoff's growth matrix
The marketing mix
4 P's:
Price
Product
Place
Promotion
Market segmentation:
-Demographic variables
-Geographic variables
-Psychographic variables
-Behavioural variables
Dafra's seven population segments
Increased funding allows for more marketing initiatives
Organisational finance
Methods of raising finance:
-Retained earnings
-Working capital management
-Debt factoring
-Bank overdrafts
-Bank facilities
-Leasing
Equity finance
Product and service design
Product development
The Design Council Double Diamond design process
Product and service design
Quality Function Deployment
Part of the product design process is catering to the consumer, this is done through market research
Operations management is concerned with trying to make the production process as efficient as possible
