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Marketing Aspects - Coggle Diagram

- - - - Product-market categories
        In the delimitation of market-products, differences arise regarding the breadth or narrowness with which they should be considered. In order to resolve this issue and make the analysis operational, a categorization can be established at different levels of understanding.
- - - - Design of distribution channels
        Similar companies sometimes have different distribution channels. A company wants a distribution channel that not only meets customer needs, but also gives it a competitive advantage.
        Channel type selection
        Businesses can use existing channels or new ones to better serve current customers or reach other prospects. When selecting their channels they try to achieve a differential advantage.
        
        Vertical marketing systems
        The vertical marketing system is a tightly coordinated channel whose specific purpose is to improve operational efficiency and marketing effectiveness. In this system, no logical market function is exclusive to a given level or to a company in the channel. On the contrary, they are all carried in the most advantageous position of him.
        
        Conflict between producer and wholesaler
        Manufacturers and wholesalers have different views. On the one hand, manufacturers think that they do not promote the product aggressively or maintain sufficient inventories. And besides, the services of wholesalers cost too much. On the other hand, wholesalers feel that manufacturers expect too much of them or do not understand the wholesaler's primary obligation to their customers.
        
        Channel conflict is sometimes due to manufacturers' attempts to bypass wholesalers and deal directly with retailers and consumers. Direct sales are made because producers are dissatisfied with the wholesaler's services, or because market conditions require more sales of this type.
        
        Conflict between producer and retailer
        The conflict between them tends to intensify in times of economic crisis.
- - - - Opportunities and Threats
        Organizational opportunities are found in those areas that could generate very high performances. Organizational threats are in those areas where the company finds it difficult to achieve high levels of performance.
        
        The SWOT Analysis or SWOT Analysis (in English SWOT - Strength, Weaknesses, Opportunities, Threats) is a methodology for studying the competitive situation of a company within its market and its internal characteristics, in order to determine its weaknesses. , Threats, Strengths and Opportunities. The weaknesses and strengths are internal to the company; Threats and opportunities arise in its environment.
- - - - SUPPLY AND DEMAND
        The market economy system, to develop its functions, rests on the free play of supply and demand. We are now going to focus on the study of supply and demand in a market for a specific good.
        THE DEMAND
        There are a series of determining factors of the quantities that consumers wish to acquire of each good per unit of time, such as preferences, income or income in that period, the prices of other goods and, above all, the price of the goods themselves. well in question. If we consider all values constant except the price of the good, that is, if we apply the ceteris paribus condition, we can talk about the demand schedule for good A by a given consumer when we consider the relationship between the quantity demanded and the price. of that good.
        
        THE OFFER
        As in the case of demand, we will point out a set of factors that determine the supply of an individual entrepreneur. These are the technology, the prices of the factors of production (land, labor, capital) and the price of the good to be offered.
        THE OFFER TABLE
        Under the ceteris paribus condition, we call the supply table the relationship that exists between the price of a good and the quantities that an entrepreneur would like to offer of that good per unit of time. We can obtain the global and market offer simply by adding for each price the quantities that all the producers in that market wish to offer.
- - - - Culture is learned as part of the social experience. Since childhood, the environment of a series of beliefs, values and customs that contribute to their culture is acquired. They are acquired through formal, informal and technical learning.
        Advertising enhances formal learning by reinforcing desirable behavior patterns or expectations and enhances informal learning by providing behavior models.
        
        The social class structure can cover a range from two to nine classes. A frequently used classification divides them into five groups: high, medium high, medium, medium low, low. The profiles of each of these classes indicate that socioeconomic differences are reflected in differences in attitudes, in leisure activities, and in consumption habits.
        The investigation revealed differences between the classes in terms of clothing habits, home decoration, telephone use, use of free time, preference of places to buy and habits of saving, spending and use of credit.
        
        A very simple process of the structure and operation of memory suggests the existence of three storage units:
        • Sensory • Short term • Long term
- - - - But what is it really?
        Carrying out an observatory consists of collecting, analyzing and interpreting relevant information for the knowledge of a market. The characteristics common to most market observatories are the following:
        The observatory focuses on a category of product / service or a specific sector of activity. For example: the insurance sector, the product category "refreshing drinks", the tourism market...
        
        As a summary, I recommend reflecting on the comments that we have developed since, as Sun Tsu said in The Art of War: "We can lose or win the battle, but don't be caught off guard."
        Our mission has been to get closer once again to the useful and innovative tools of strategic marketing to sell rationally and methodically; in the end it depends on us that we value it as well as use it.