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The marketing mix - Coggle Diagram
The marketing mix
Pricing
Competitor-based
Going-rate
Differentiation
Reliability
Quality
Efficiency
Service
Customer-based
Value
Competitive bidding
Cost-based
Break-even analysis
Sales fall = Price increases
Risk
Harder to sell at higher price
Direct cost
Variable pricing
Higher when busy
Lower when quiet
Operational
Cost-plus
'Fair'
Add mark-up to cost
Ignores demand
Ignores competitors
Customer-based
Exchange of value
Good-value
Quality vs price
Value-added
Add
Features
Services
Demand
High
Price+
Low
Price-
Psychological-based
Emotions
Prestige pricing
Odd-even
Brand image
Objectives
Product mix
By-product
Utilising waste resources
Product bundle
Meal-deal
Playstation
Xbox
Captive product
Spare parts
Optional product
Accessories to product
Product line
Same product, different levels
B2B
Discount
Trade
Functional
Quantity
Seasonal
Allowances
Informing decisions
General survey
Price sensitivity survey
Conjoint analysis
Elasticity modelling
Experimentation
Ethical considerations
Discrimination
Transparency
Super-sized pricing
Food
Product
Service
Tangible good
Benefit
Actual
Styling
Features
Quality
Packaging
Brand
Augmented
Installation
After-sales
Delivery
Credit
Warranty
Core
Convenience
Bread
Pasta
Shopping
Computers
Furniture
Mobile
Specialty
Cars
houses
Unsought
New invention
Low interest
Development
Concept testing
Target customers
Feedback
Analysis
Target market
Value proposition
Goalsetting
Screening
R
Real?
Market?
Product?
W
Win?
Competitive?
Product
Company
W
Worth?
Profitable?
Sensibility?
Development
Concept to prototype
Idea
Research
Feedback
Internal
External
Reviews
Competitors
Collaboration
Test
Marketing
Processes
Product
Planning
Environment
Micro
Macro
Competition
Advantage
Marketing knowledge
Commercialisation
Serial release
Service
Physical evidence
Atmosphere
Quality
Decor
People
Customer experience
Customer individuality
Relationship quality
Process
Smooth
Reliable
Intangebility
Inseparability
Variability
Perishability
Non-profit
Charities
Promotion
Marketing communications
Process
Source
Technical problem
Medium
Semantic problem
Receiver
Feedback
2 more items...
Misunderstanding of intended message
Noise
Incorrect message
Influence
Audience experience
Unplanned communications
Planned communications
Product
Service
Engagement
Behavioural
Relational
Cognitive
AIDA
Interest
Desire
Action
Attention
AIET
Interest
Evaluation
Awareness
Trail
Promotion mix
Digital marketing
Global
Personalised
Targeted
Interactive
Security
Expensive
Intrusive
Sales promotion
Encourage sales
Short-term
Effect on brand image?
Direct marketing
Targeted
Personal
Measureable
Response rates
Consumer tolerance
Sponsorship
Visibility
CSR
Positive?
Negative?
Personal selling
Interactive
Flexible
Expensive
Sales Technique
Positive experience
Negative experience
Public Relations (PR)
Reach
Relevance
Credibility
Lack of control
Advertising
Raise awareness
Impersonal
Inflexible
One-way
Combination
Achieve goals
Place
Distribution channels
Ease of access
Adaptability
Opening hours
Demand
Stocking
Direct
Wholesale
Broad reach
Reatailers
Broad reach
Conflict management
Expectations
Self-interest
Goal congruence
Collaborative distribution
Vertical
Top-down
Horizontal
Shared expertise
Hauliers