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The marketing concept - Coggle Diagram
The marketing
concept
Defining marketing
Management process
Customer requirements profitability
anticipating
satisfying
identifying
Value
clients
partners
customers
society
Activity, institutions, processes
communicating
delivering
creating
exchanging offerings
individual / organizational activity
dynamic environment
creation
Distribution
promotion
Pricing
goods
services
ideas
Value for customers
Stronger relationships
Capture value
Key points
process of activities
create exchange
create offering
value
profit
satisfaction
Marketing orientation
anticipate
customer requirements?
understand
offerings
Marketing function
account management
sales
Brands
Market
analyse
Developing trends
Monitor
opportunities
Threats
Competition
Determine objectives and strategies
vision
values
Mission
Appropriate consumers
meet needs
Suitably positioned
Target
Correct market
Brands
Compelling identity
Meets needs
Builds relationships
Strong reputation
Guarantee future income
Ward off competition
Price
Communicated
Deivered
Offered
Attractive
Enhanced purchase experience
Marketing process
Understand
Marketplace
Customers
needs
wants
Step3: formulate offerings
step1: Analysis
which customers
how to offer
Step2: Strategy selection
how?
deliver value
engage
maintain
relationships
profitability
deliver satisfaction
Mission, vision, values
Mission statement
key skills
opportunities and threats
fulfil customers needs
achievable
Be specific
Adaptable
Considerations
Available resources
environmental factors
Opportunities
Threats
leaders
preferences
expectations
values
Distinctive competencies
heritage
Corporate strategy
Determine
Supporting objectives
allocation of support
Resources
Functional coordination
support
level of business unit
overall objectives
brand
market
pursue opportunities
organisational opportunities and resources
three considerations
Environmental scanning
understand capabilities and assets
Evaluate marketing opportunities
appraisal
how will market devolop
meet evolving requirements?
Four types of changes
Redefined market
changes in product
Changes in competitor strategy
change in channel
development of new tech
New needs
Other changes
change of regulation
financial situation
change of legislation
political situation
strategic windows
Four strategic options
transfer focus
requirements
capabilirties
Scale back investment
gather resources
address gaps
exit market
