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Mission, vision and values, research, plans, mixing, handshake,…

- - - - Design
        
        Process
        
        Concept generation
        
        Concept screening
        
        Preliminary design
        
        Evaluation and improvement
        
        Prototyping and final design
        
        Product
        
        Aesthetics
        
        Reliability
        
        Maintainability
        
        Durability
        
        Produce-ability
        
        Service
        
        Organising idea
        
        Experience
        
        Outcome
        
        Operation
        
        Value
        
        Quality function deployment (QFD)
    - - Distribution Channels
    - - Advertising
      - Personal selling
      - Direct marketing
      - Digital marketing
      - Sales promotion
      - Sponsorship
      - Public relations
    - - Cost-based
      - Competitor-based
      - Customer-based
      - Discounts
    - - People
      - Process
      - Physical evidence
  - - - Micro
        
        Customers
        
        Marketing intermediaries
        
        Suppliers
        
        Competitors
        
        Industry Rivalry
        
        Threats of new entrants
        
        Bargaining power of customers
        
        Bargaining power of suppliers
        
        Threats of substitutes
        
        Publics
      - External
        
        STEEPLE
    - - Type
        
        Qualitative
        
        Quantitative
      - Source
        
        Primary
        
        Secondary
        
        Market intelligence (external)
        
        Organisational records (internal)
  - - - Demographic
      - Geographic
      - Psychographic
      - Behavioural
    - - Undifferentiated
      - Differentiated
      - Concentrated
      - Customised
    - - Clarity
      - Consistency
      - Credibility
      - Competitiveness
  - - - Advantage
        
        Narrow Target
        
        Cost Focus
        
        Differentiation focus
        
        Broad Target
        
        Cost leadership
        
        Differentiation
      - Objectives
        
        Market penetration
        
        Market development
        
        Product development
        
        Diversification
- - - - Transform
        
        Input
        
        Resources
        
        Output
        
        Products and services
        
        Profitability
        
        Environmental impact
        
        Types
        
        Physical transformation
        
        Informational transformation
        
        Location transformation
        
        Possession transformation
        
        Storage transformation
        
        Physiological or pshychological transformation
      - Types
        
        Material processing
        
        Information processing
        
        Customer processing
      - Design
      - Planning and control
      - Improvement
  - - - Quality
      - Speed
      - Flexibility
      - Sustainability
      - Dependability
      - Cost
    - - By market segment
      - By performance objective
      - By volume
      - By technology speciality
    - - Over time
      - Have trade-offfs
      - Depending on product life cycle
- - - - Venture capital
    - - IPO