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Marketing - Coggle Diagram

- - - - Breath/ Width
      - Length
      - Depth
      - Consistency
    - - Market Growth
        Relative Market Share
      - Stars
        High MG, High MS
        
        Hold
      - Question Mark
        (aka Problem Children)
        High MG, Low MS
        
        Build
      - Cash Cow
        Low MG, High MS
        
        Harvest
      - Dog
        Low MG, Low MS
        
        Divest
- - - - Informative
      - Persuasive
      - Reminder
    - - Reach, Frequency, Impact
      - media type and media vehicles
        
        TV
        
        Newspaper
        
        Magazines
        
        Outdoor
        
        radio
        
        Internet
    - - Rational appeal
      - Emotional appeal
      - Moral appeal
  - - - Consumer
        
        PULL
      - Trade
        
        PUSH >> Consumer
      - Sales Force
        
        PUSH/ Encourage >> Personal selling
    - - Step 1. Setting Sales Promotion Objective
      - Step 2. Selecting Sales Promotion tool
      - Step 3. developing sales promotion program
    - - Incentive
      - conditions for participation
      - duration of promotion
      - timing of promotion
      - distribution vehicle
      - total sales promotion budget
  - - - Social Media
      - Blogging
      - Email
      - Corporate website
      - mobile
      - interactive TV
      - Kiosk
    - - SEM
      - Contest
      - video
      - SEO
- - - - Exploratory Research
      - Descriptive Research
      - Causal Research
  - - - Introduction
      - Screener
      - core
      - Classification
- - - - Assortment
      - delivery location
      - level of service
    - - Segment to serve
      - Targeted Level of Service
    - - Type of Distribution
        
        Direct
        
        Indirect
        
        hybrid
      - Distribution Intensity
        
        Intensive
        
        Exclusive
        
        Selective
    - - ECA Criteria
        
        Economic
        
        Control
        
        Adaptive
      - Distribution Strategy
- - - - Knowledge
      - Standard
      - delivery
      - communication
- - - - Political
      - Ecnonmic
      - Socio-Cultural
      - Technological
      - Legal
      - Environmental
    - - Company
      - Suppliers
      - Marketing Intermediaries
      - Competitors
      - Publics
      - Customers
- - - - Cost
      - Company Objectives
    - - Customers
      - Competition
      - channel members
  - - - Cost-based
      - value-based
      - compeition-based
    - - Price Quality
        
        premium
        
        good value
        
        overcharging
        
        economy
      - New product pricing
        
        Marketing Skimming
        
        Market Penetration
      - price adjustment
        
        discount and allownace
        
        segmented
        
        psychological
        
        international
        
        promotional
        
        dynamics