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Big Ideas in Organisations (Marketing (Mix (Promotion (Digital Marketing,…

- - - - Strategise
      - Manage
      - Analyse
      - Communicate
      - Identify
    - - Mission, Vision, Values
        
        6 Tests
        
        Future-Focused
        
        Guides Behaviour
      - Strategise, Formulate, Implement
    - - Sales
      - Marketing
  - - - Suppliers
      - Intermediaries
      - Customers
      - Competitors
      - Publics
    - - STEEPLE
    - - Ansoff Matrix
      - Positioning and Advantage - 11 Steps
  - - - Digital Marketing
      - Sales Promotion
      - Direct Marketing
      - Sponsorship
      - Personal Selling
      - Advertising
      - Public Relations
    - - Cost-based
      - Competitor-based
      - Customer-based
    - - Distribution
    - - Innovation
      - New Products - 8 Phases
      - Core Benefits
  - - - Psychographic
      - Geographic
      - Demographic
      - Behavioural
    - - Measurable, Assessable, Substantial, Differentiable, Actionable
    - - Clarity
      - Consistent
      - Credibility
      - Competitiveness
    - - Customised
      - Differentiated
      - Concentrated
      - Undifferentiated
  - - - Primary/Secondary
      - Intelligence
      - Records
    - - Qualitative
      - Quantitative
    - - 1) Research Planning
      - 6) Reporting
      - 2) Exploratory Research
      - 5) Analysis
      - 3) Research Design
      - 4) Collection
- - - - Managing Processes
      - Process Design
      - Manging Outputs
      - Process Improvement
      - Organising Inputs
  - - - Facilities, Customers, Materials
      - Products, Services, Impact
      - Flow, Design, Control, Improvement
    - - Physical, Information, Possession, Location, Storage, Physiological, Psychological
      - Material, Information, Customer
- - - - Risk of outsourcing (-)
      - Cost Reduction (+)
      - Access to Skills (+)
  - - - Quotas
      - Restrictions
    - - Trademarks
      - Geographical
      - Copyright
  - - - Competition from Abroad
      - Production
      - Markets
    - - Government Policies
      - STEEPLE
      - Convergence of Economies
      - Growth, Unemployment, Inflation and Trade
    - - Shortages = Wage Growth
        
        Existence and size depends on price of labour
      - Recession = Job Cuts
      - Immigration
    - - Recovery - Boom
      - Financial Crises (1929, 2008)
      - Recessionary
  - - - Customers
      - Competition
      - Suppliers
      - Distributors
      - Particular Firm, Particular Market
    - - Cost
      - Source
      - Availability
- - - - Less compliance - reduced costs
      - Usually faster
      - Small companies can access
      - Less exposed to takeover
    - - Non-public shares
      - Venture Capital, Founders & Management