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MARKETING (ANALYTICAL (CUSTOMER (EXTERNAL FACTORS: REFERENCE GROUPS,…
MARKETING
ANALYTICAL
CUSTOMER
EXTERNAL FACTORS: REFERENCE GROUPS, FAMILY, CULTURE
BUYING PROCESS
INTERNAL FACTORS: NEEDS / WANTS, PERCEPTION, LEARNING & MEMORY, PERSONALITY.
CUSTOMER LOYALTY
DEFINITION
CUSTOMER LOYALTY PROGRAM
CUSTOMER VALUE
PRODUCER + CONSUMER= PROSUMER
CUSTOMER JOURNEY
CUSTOMER JOURNEY MAP & TOUCHPOINTS
2 METHODS: ANALYTICAL & ANECDOTAL RESEARCH
DEFINITION
CLUE WORD: CREATIVITY
MARKET
PRICE SENSIVITY
ELASTICITY
MARKET LEVELS
MARKET STRUCTURE: MONOPOLISTIC, PERFECT, MONOPOLY, OLIGOPOLY
DEFINITION
MARKET SHARE
COMPETITORS
3 TYPES COMPETITORS: DIRECT, INDIRECT, SUBSTITUTE
5 COMPETITIVE FORCES: POWER OF BUYERS, POWER OF SUPPLIERS, THREAT OF NEW ENTRANTS, THREAT OF SUBSTITUTES, COMPETITIVE RIVALRY
CHARACTERISTICS IDENTIFY COMPETITORS
MARKET DOMINANCE STRUCTURE: LEADER, CHALLENGER, FOLLOWER, NICHE
COMPETITIVE ADVANTAGE
OFENSIVE STRATEGIES: FRONT ATTACK, FLANKING ATTACK, GUERRILLA ATTACK
DEFENSIVE STRATEGIES: PROACTIVE DEFENSE, MOBILE DEFENSE, COUNTER OFFENSIVE DEFENSE
INTERNAL ANALYSIS
AREAS: ORGANIZATIONAL STRUCTURE, FINANCIAL RESOURCES, TECHNICAL RESOURCES, COMMERCIAL RESOURCES.
VALUE PROPOSITION, CUSTOMER SEGMENTS, CHANNELS, CUSTOMER RELATIONSHIPS, REVENUE STREAMS, KEY RESOURCES, PARTNERS, KEY ACTIVITIES, COST STRUCTURE.
DEFINITION
SWOT
WEAKNESSES
OPPORTUNITIES
STRENGHTS
THREATS
DEFINITION
EXTERNAL ANALYSIS
AREAS: MICRO & MACRO ENVIRONMENT
PESTEL (MACRO)
DEFINITION
SUPPLIERS, INTERMEDIARIES, MARKET, CUSTOMERS, COMPETITORS (MICRO)
STRATEGIC
DIFFERENTIATION
STRATEGIES (INNOVATION, PRODUCT, PRICE, BRANDING, PACKAGING, RELATIONSHIP & SERVICE, USER CONVENIENCE, VARIETY OF PRODUCTS
DEFINITION
GROWTH
2 STRATEGIC TYPES OF M&A: HORIZONTAL, VERTICAL. PURE VS MIXED
OTHER STRATEGIES: MERGERS & ACQUISITIONS (M&A)
4 STRATEGIES: PENETRATION, PRODUCT DEVELOPMENT, MARKET DEVELOPMENT, DIVERSIFICATION
SEGMENTATION & POSITIONING
MARKETING TARGETING
MARKET COVERAGE STRATEGIES: UNDIFFERENTIATED, DIFFERENTIATED, CONCENTRATED
2 TYPES OF CRITERIAS: GENERAL AND SPECIFIC
POSITIONING STRATEGY
MARKET SEGMENTATION
STRATEGIC POSITIONING VS PERCEIVED POSITIONING
DESIGN OBJECTIVES
SMART OBJECTIVES (SPECIFIC, MEASURABLE, ATTAINABLE, RELEVANT, TIME)
OKR (OBJECTIVES & KEY RESULTS)
GOAL VS OBJECTIVE
DEFINITION STRATEGIES
PRODUCT LIFE CYCLE
HOW TO AVOID TO ENTER IN THE DECLINE STAGE
4 STAGES: INTODUCTION, GROWTH, MATURITY, DECLINE
DEFINITION
INTRODUCTION
BRANDING
DEFINITION BRANDING
NAME, SYMBOL (LOGO), COLORS, SLOGAN, SMELL, MASCOT, AWARENESS
INTRODUCTION
DEFINITION MARKETING
SERVICES VS PRODUCT
NEEDS/WANTS
CUSTOMER TRENDS
MARKETING PLAN
COMPANY IDENTITY
VISION
CORE VALUES
MISSION
CORE COMPETENCES
OPERATIONAL
MARKETING MIX
PLACE = DISTRIBUTION (CHANNELS)
INTERMEDIARIES. TAKE ACCOUNT TARGET, COMPETITOR, CHARACTERISTICS OF THE CHANNEL
TIME VALUE & PLACE VALUE
2 TYPES OF CHANNELS: DIRECT & INDIRECT
REVENUE MANAGEMENT
PROMOTION: DEFINITION, OBJECTIVES, STRATEGIES
TYPES OF PRICING STRATEGIES
CLUE: PEOPLE
HOW TO DETERMINATE THE PRICE OF A PRODUCT
PHYSICAL EVIDENCE DEFINITION
4 P'S: PRICE, PROMOTION, PLACE, PRODUCT
PROCESS: CHARACTERISTICS
CHARACTERISTICS STRATEGIC & ANALYTICAL VS OPERATIONAL
SERVICE + PRODUCTION= SERVUCTION (DEFINITION, CHARACTERISTICS
DEFINITION
THE EVOLUTION OF THE 4 P'S: TO 4CS & 4ES