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Marketing - Coggle Diagram

- - - - Goods - tangible (physical)
      - Services - intangible
    - - not possible to separate the production and consumption of a service
    - - Goods - common to mass produce standardised (homogeneous) goods
      - Services - heterogenous (experience is different for different customers)
    - - Goods - can be stored
      - Services - cannot be stored
    - - Provide value-added services (attract customers)
    - - Appeals to customers
      - Cover cost of production
      - Generate Profit
    - - Use physical environment
      - Use of branding, slogans logos and celebrity endorsements
    - - Effective distribution channel
      - Online platforms
  - - - Advantages
        
        Greater Flexibility
        
        Lower Risk
      - Disadvantages
        
        Market Research - very expensive
        
        Dynamic nature of the business environment and the uncertainty of the future - there is no guarantee that this approach will work
      - Marketing approach used by business that are outward looking
    - - Focus on selling products that they make, rather than making products that they can sell
      - Say's Law - Supply Creates Its Own Demand
      - Marketing approach adopted by business that are inward looking
  - - - The planning and implementation of programs designed to bring about social change using concepts from commercial marketing
      - Use of mainstream marketing methods to achieve the benefits of social change, such as informing the public about the dangers of under-age drinking
    - - Benefits
        
        Commercial Marketing - to satisfy individual needs and wants and reaps profit for business
        
        Social Marketing - Satisfies the needs and desires of the general public, and reaps benefit for the communities
      - Main Users
        
        Commercial Marketing - used by private sector business
        
        Social Marketing - used by government and non-governmental organizations
      - Purpose
        
        Commercial Marketing - Selling physical goods and intangible service for profit
        
        Social Marketing - To influence or persuade a desired change n social behaviour or attitudes
  - - - Consumer Market
      - Industrial / Producer Market
    - - Customer Base
      - Barriers to entry
      - Maket Size
      - Competition
      - Geographic Characteristics
      - Demographic Characteristics
      - Market Growth Rate
      - Seasonal and Cyclical Characteristics
  - - - Internet mobile technologies
      - Competitive rivalry
      - Shorter product life cycles
      - Globalization
      - Changing consumer tastes
  - - - Increased Sales Revenue
      - Higher Market Share
      - Increased Market Leadership
      - Improved Product and Brand Awareness
      - Developing New Products
      - Enhanced Brand Perception (Product Positioning)
    - - To generate awareness of the NPO’s cause
      - To improve brand recognition of the NPO
      - To build membership (support) and to connect with new donors
      - To create positive attention to the NPOs operations
      - To demonstrate the value of the NPO to the local community or society in general
- - - - Location
      - Climate
    - - Values
      - Religion
      - Statues
      - Culture
      - Hobbies and Interests
    - - Marital status
      - Religion
      - Race and Ethnicity
      - Language
      - Gender
      - Income and socio-economic class
      - Age
  - - - Physical Environment
      - Process
      - People
  - - - Allow progress to be monitored and success to be measured.
      - Help in the planning and development of an appropriate marketing mix and marketing strategies.
      - Provide a sense of purpose, direction and motivation for the marketing department.
    - - Market Leadership
      - Product Posotioning
      - Consumer Satisfaction
      - High Market Standing
      - Market Share
    - - Market Development
      - Product Development
      - Diversification
      - Product Innovation
  - - - Economy Product
      - Bargain Product
      - Premium product
      - Cowboy Product
  - - - Process
        
        Marketing Strategies
        
        Monitoring and Review
        
        Marketing Objectives
        
        Evaluation
        
        Marketing Audit
- - - - Competitors
      - Trade Publications
      - Market Research Firms
  - - - getting non-numerical answers and opinions from respondents
      - Purpose - understand the behaviour, attitudes and perceptions of customers, employees or other respondents
      - Soft Answer - People's views / opinions
    - - relies on a much larger number of responses
      - using a representative sample to
        gauge the views of the population
      - Hard Answers - factual and measurable information
- - - - Radio advertising
      - Cinema
      - Television advertising
      - Newspaper advertising
      - Magazines
      - Outdoor advertising
    - - Slogans
      - Logos
      - Branding
      - Packaging
      - Word-of-mouth promotion
      - Direct marketing
      - Direct mail
      - Sales promotions
      - Point of sales promotion
      - Publicity
      - Sponsorship
  - - - Retailers
      - Speciality channels of distribution - does not involve retailers (telemarketing, e-commerce, vending machines, mail order and direct mail)
      - Distributors and agents
      - Wholesalers
  - - - Cash cows - growth low (mature), share high
      - Dogs - low growth (mature), share low
      - Stars - growth high, share high
      - Question marks / Problem Children - growth high, share low
    - - Brand awareness
      - Brand development
      - Benefits
        
        Recognition and loyalty
        
        Distribution advantages
        
        Price advantages
      - Brand loyalty
      - Brand value
    - - Growth
      - Maturity
      - Launch (Introduction)
      - Decline
      - Research and development stage (R&D)
      - Extension strategies
        
        Repackaging
        
        New markets
        
        Redesigning
        
        Brand extension
        
        Price reduction
        
        Product differentiation
    - - Protects a product against damage during transportation and distribution
      - Labelling - provide information
      - Product differentiation
      - Easier distribution
      - Profound impact on customer perceptions
      - Encourage impulse buying (unplanned buying)
      - Promote the brand or business
    - - Intangibility
        
        Tangible - Physical Product
        
        Intangible - Services
      - Types
        
        Consumer Products
        
        Producer product