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Big Ideas Big-Idea-e1465848982679-1014x487 - Coggle Diagram

- - - - Primary
        
        Qantitative
        
        Experimental data
        
        Diary data(numerical)
        
        Observation data
        
        Tracking data
        
        Survey data
        
        Qualitative
        
        Projective technigues data
        
        Diary data(textual)
        
        Focus group data
        
        Accompanied shop
        
        Interview data
      - Secondary
        
        Research on customer behaviour pattern
        
        Customerresearch onanother project
    - - News articles & reviews
      - Trade publications
      - Observation
      - Books and periodicals
      - Websites and forums
      - Quantitative/Qualitative
    - - Complaints records
      - Loyalty scheme data
      - Website useage
      - Accounting records
      - Sales data
- - - - Characteristics
        
        inseparability
        
        variability
        
        intangibility
        
        perishability
  - - - distribution
        
        channel functions
        
        matching
        
        promotion
        
        risk taking
        
        information
        
        finance
        
        negotiation
        
        contact
        
        Vertical Marketing Stystem (VMS)
        
        contractual
        
        contract arrangements
        
        administered
        
        superior size/power
        
        corporate
        
        owning
        
        collaborative
        
        co-loading
        
        continuous move routing
        
        backhaul
        
        physical internet
        
        right choice
        
        product type
        
        competitors
        
        company size
        
        envinmental factors
        
        STEEPLE
        
        level of service
    - - Marketing Communication
        
        Promotion Mix
        
        Sales Promotion
        
        Direct Marketing
        
        Sponsorship
        
        Personel selling
        
        Public Relations
        
        Advertising
        
        Digital Markrting
        
        Engagement
        
        relational
        
        behavioral
        
        cognitive
        
        AIDA
        
        Interest
        
        Desire
        
        Attention
        
        Action
    - - 4 main types
        
        shopping
        
        Style
        
        Furniture
        
        speciality
        
        Luxury items
        
        convenience
        
        Bread
        
        Milk
        
        unsought
        
        Insurance
      - product development
        
        planning
        
        generation
        
        screening
        
        testing
        
        analysis
        
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      - Failure reasons
        
        incorrect positioning
        
        unsuitable launch timing
        
        poor product design
        
        inappropriate pricing
        
        higher than expected product development costs
        
        poorpromotion
        
        disregarding marketing research
        
        overestimation of the market size
        
        aggressive competition
      - Success reasons
        
        Getting sharpand early product and project definition
        
        Spiral development
        
        Doing the homework and front-end loading the project
        
        The world product
        
        Building in the voice of the customer
        
        A well-conceived, properly executed launch
        
        A unique superior product
        
        Speed counts!
    - - Types
        
        customer-based pricing
        
        Psychological-based pricing
        
        Good-value pricing
        
        Demand pricing
        
        Value-addedpricing
        
        cost-based pricing
        
        competitor-based pricing
      - Product mix pricing
        
        Optional-product pricing
        
        Captive-product pricing
        
        By-product pricing
        
        Product bundle pricing
        
        Product line pricing
      - business markets
        
        cash discounts
        
        seasonal discounts
        
        quantity discounts
        
        allowances
        
        trade or functional discounts
      - Approaches
        
        Conjoint analysis
        
        Elasticity modelling
        
        Van Westendorp survey
        
        Experimentation
        
        General survey
      - Ethical considerations
        
        Segmented pricing
        
        Super-sized pricing
        
        Dynamic pricing
- - - - reseller markets
      - government markets
      - business markets
      - international markets
      - consumer markets