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Unit 4 Marketing Definitions - Coggle Diagram
Unit 4 Marketing Definitions
4.5.1 Product
Product, Product portfolio
Consumer Goods
Product Life Cycles
Product Extension strategies
Product differentiation
Boston Matrix: Stars, Question marks, Dogs, Cash cows
Branding
Brand awareness
Brand development
Brand loyalty
Brand Value
Packaging
Multi-brand strategy
Marketing myopia
4.1 Role of Marketing
Needs + Wants
Marketing goods vs Marketing services -
Intangibility
Inseparability
Heterogeneity
Perishability
Connections to other Business Functions
Market orientation
Marketing goods & services
Product orientation
Commercial marketing vs Social marketing
Markets
Market Size
Market Share
Market Leadership
Market Concentrations
Marketing Objectives
Marketing strategy
Marketing myopia
4.2 Marketing Planning
4.21 4Ps of marketing
Product
Price
Promotion
Place (distribution)
4.22 Marketing objectives
Market share
Market leadership
Product positioning
Consumer satisfaction
High-market standing
4.23 Marketing Mix Strategies
Product Development
Diversification
Market Development
Product Innovation
4.24 Target Markets & Market Segments
Market segments
Targeting
Consumer profiles
Segmentation by demographics (age, gender, race/ethnicity, marital status, religion, language, socio-economic status etc)
Segmentation by geographical factors (location, climate)
Segmentation by psychological factors (hobbies/interests, values, religion, status, culture)
Niche markets vs Mass markets
4.25 Perception Maps
Premium products
Cowboy Products
Bargain products
Economy products
4.26 USP & Differentiation
USP
Differentiation for all 7Ps
and - of differentiation
4.3 Sales Forecasting
4.31 Extrapolation
Time-series analysis
Moving averages
Variation
4.4 Market Research
4.41 Primary vs Secondary Research
Primary research
Interviews
Observations
Focus Groups
Surveys
Secondary research
Sampling Methods
Quota
Random
Straified
Cluster
Snowballing
Convenience
4.43 Qualitative vs Quantitative market research
Sampling errors + Non sampling errors
Qualitative vs Quantitative
Market analysis
4.5.2 Price
Cost based pricing
Cost-plus pricing
Mark-up pricing
Consumer-based pricing
Penetration pricing
Price skimming
Loss leader pricing
Psychological pricing
Price discrimination
Competitor based pricing
Price leadership
Predatory pricing
Price wars
Dynamic pricing
Value based pricing
4.5.3 Promotion
Above the Line
Television
Radio
Cinema
Newspaper
Magazines
Outdoor
Below the Line
Direct marketing
Slogans
Logos
Direct mail
Packaging
Word of Mouth
Sales promotion
Loyalty
Publicity
Merchandise
Sponsorship
Advertising clutter
Personal selling
Public Relations
Sales promotion
Viral marketing / Social Media marketing
Guerilla marketing
4.5.4 Place
Distribution + Channels of Distribution
Zero level channel
One-level channel
Two level channel
Specialty channels of distribution
Telemarketing
E-Commerce
Vending machines
Direct mail
Intermediaries
Wholesalers
Agents
Distributors
Retailers
4.6 Extended marketing mix
People
Appearance and Body language -
Aptitudes and Attitude
Feedback
Efficiency
Processes
Payment systems
Reducing waiting time
Customer service
After-sales care - maintenance, warranties, technical support
Delivery processes - various delivery options
Physical evidence
4.7 International Marketing
Internal Entry methods
Exporting
Direct investment
E-Commerce
External entry methods
Joint ventures
Strategic alliances
Mergers
Acquisitions
Franchising
Licensing
Pan-Global vs Glocalised entry strategy
Cultural Exports
Business etiquette
Globalization
Global Marketing
4.8 E-Commerce
E-Tailers
Price transparency
B2B (business to business)
B2C (business to consumer)
C2C (consumer to consumer)