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AMK20103 - Coggle Diagram
AMK20103
CHAPTER 1: CREATING & CAPTURING CUSTOMER VALUE
Market offerings:
The seller sell according to customers' needs & wants
Marketing myopia
: Seller sell products & services that the customers don't want
MARKETING MANAGEMENT ORIENTATION/PHILOSOPHY
1) Production concept
2) Product concept
3) Selling concept
4) Marketing concept
5) Societal concept
Marketing:
A process by which companies create value for customers & build strong customer relationships to capture value from customers in return
Markets:
Set of actual & potential buyers of a product/service
MARKETING MIX (4Ps)
1) Price
2) Product
3) Place
4) Promotion
CHAPTER 2: COMPANY & MARKETING STRATEGY PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
BCG MATRIX
ANSOFF MATRIX
Business portfolio:
Products and services that the company sell
What brands available in the company
Strategic business unit (SBU)
Each brand names have different management team
CHAPTER 3: ANALYZING THE MARKETING ENVIRONMENT
Microenvironment:
Factors inside company that affect company's performance
1) Company
2) Suppliers
3) Marketing intermediaries
4) Customers
5) Competitors
6) Public
MACROENVIRONMENT
:
1) Demographic
2) Economic
3) Natural
4) Technological
5) Political
6) Cultural
Marketing environment:
Inside & outside factors that impact company's performance
CHAPTER 5: CONSUMER MARKETS & CONSUMER BUYER BEHAVIOR
Types of buying decision behavior:
BUYER DECISION PROCESS:
1) Need of recognition
2) Information search
3) Evaluation of alternatives
4) Purchase decision
5) Postpurchase decision
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR:
1) Culture
2) Groups & social networks
3) Social factors
4) Personal factors
5) Psychological factors
Consumer buyer behavior
: How customers/end user make purchasing decision
