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Block 1 "Big ideas in organisations" (The Marketing Concept…
Block 1 "Big ideas in organisations"
The Marketing Concept
Corporate Strategy
Organisational opportunities & resources
Mission, Vision & Values
Marketing Process
Marketing Function
Marketing Orientation
(Dibb et al.,2016;Jobber and Ellis-Chadwick, 2013; Kotler & Armstrong 2016; Blythe 2006; Porter 2008; Grigsby 2015)
The Marketing Environment
Macro Environment (STEEPLE / PESTLE)
Competitive Advantage
Micro Environment
Competitive Positions & Differential Advantage
Strategic Objectives and Focus
Marketing Research
Information
Strategic Plans
Marketer
Application for Research
Process
Data Collection - 3 Principals
Product and Service Design
New Product Development
Design as a process
Design Council
Design Thinking
Design of Products and Services
QFD
Marketing Mix - Promotion
Communication Process
Communication Process Problems
Promotion Mix
AIDA Approach
AIETA
Marketing Mix - Pricing
Approaches for informing pricing decisions
Pricing in Business Markets
Product Mix Pricing
Factors effecting Pricing Decisions
Type of Pricing
Ethical Considerations
Marketing Mix - Place
Distribution Channels
Distribution Links
Collaborative Distribution
Multiple Distribution Channels
Choosing the right Distribution Channel
Marketing Mix - Product
7 Ps - Process/Physical Environment/People
Core Product - Augmented Product - Actual Product
4 Ps - Product/Place/Promotion/Price
New Product Development (Kotler & Armstrong Steps)
Failure or Success
Operations Strategy
Linking Strategy & Objectives
Performance Trade-offs
Performance Objectives
Focused Operations
Market Influence
Defining Operations Strategy
Marketing Mix - Services & Non-profit
People
Processes
Specialist Characteristics of Services
Physical Evidence
Raising Finance - Small Medium Organisations
Lease Finance
Equity Finance
Bank Overdrafts & Facility Finances
Venture Capital & Private Equity
Debt Factoring
Retained earnings & working capital
Outsourcing onshore & offshore
Growth of Outsourcing
Risk of Offshoring
Outsourced Services
Word Count 226