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Marketing Mix (4 Ps), Product, Place (Distribution channels) - Coggle…
Marketing Mix (4 Ps)
Price
Cost Based pricing (marginal cost pricing)
Fixed cost
Total cost
Break-even point
Total revenue
Competitor based pricing (Going-rate pricing)
Competitors offerings comparison
Competitors strength
Competitors pricing strategies
Customer based pricing
Demand pricing
Good-value pricing
Value-added pricing
Psychological-based pricing
Product mix pricing
Product line pricing
Optional-product pricing
Captive-product pricing
By-product pricing
Product bundle pricing
Pricing in business markets
Trade or functional discounts
Quantity discounts
Cash discounts
Seasonal discounts
Seasonal discounts
Informing pricing decisions
General survey
Price sensitivity analysis (Van Westendrop survey)
Conjoint Analysis
Elasticity modelling
Experimentation
Ethical considerations
Dynamic pricing
Segmented pricing
Super-sized pricing
Services & non-profit marketing
5th P
People
Approach to customers
Over sale/under sale
budget focused sales
6th & 7th Ps(Service Offerings)
Processes
Visible processes
Coffee shop viewing area
Involved processes
Self check out
Service staff
Closed process
Physical evidence
Service quality
Quality of equipment used
Quality of surroundings
Service experiance
Cleanliness
Brand strength
Atmosphere
Quality & decor
Special characteristics of services
Intangibility
Inseparability
Variability
Perishability
Promotion
Criteria for choosing a marketing communication mix
Extent over desired control over the message sent
Must convey consistent and coherent message
Level of financial resources for investment
Size of the target audience and its geographic spread
Target audiences' preferences and behaviour with respect to media
Goals of the communication
Awareness
Interest
Evaluation
Trial
Adoption
Product
New product planning
Idea generation
idea screening
Concept testing
Market/business analysis
Product development
Test marketing
Commercialisation
Place (Distribution channels)
Collaborative distribution
Backhaul
Co-loading
Continuous move routing
Physical internet
Multiple distribution channels
Physical stores
Online
Accessibility
Choosing the right distribution channel
The level of service they wish to provide
Size of the company
The type of product
Competitors
Environmental factors (STEEPLE)
Omni-channel world
have products available on every channel simultaneously
online presence highly important
Market place visibility highly important