Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing - Coggle Diagram
Marketing
Marketing
Activity
Set of Institutions
Processes
communicating
delivering
value
exchanges
society
stakeholders
What is marketed
Goods
Services
events
experiences
places
properties
organizations
Evolution
1948/1960-
1985-
Planning & executing
Promotion & distribution
Create exchanges
Flow of goods
Producers to consumers
4 P's
Product
Pricing
Promotion
Place
Core Concepts
Value
Ratio
Benefits/Costs=V
Strategies
Best Product
V=
B
/C
Best Service
V=
B
/C
Best Price
V=B/
C
Exchange
Give up valuable
for desirable
Usually $$
New World
Characteristics
Hyper-competition
Nanosecond culture
industry convergence
Digitalization
Globalization
Empowerment
Culture change
Connections
Shock/indifference
Competencies
Database marketing/mining
Call center
PR
Brand Building
Experimental marketing
Profitability analysis
Digital marketing
Data Analytics
Customer relation management (CRM)
Rules
Ecommerce
Customer database
Customer lifetime value
Electronic
Partnerships
Direct promotion
Market Driven Organization
Marketing Concept
Organization-wide
LR profit
Finding right product for customer :!:
research customers
Gather Ideas
Test Improvements
Investment
Maketing planning
3 key Ideas :star:
Customer loyalty key to profitability
Customer orientation
Looking outward
Customer centric
Attract & retain
Customer orientation
Customer Research
Probability v. qualitative
Correct ??
Hypotheses
Analyzing results
Cost v. result
Types :pen:
Attitude, awareness, usage
Mystery shopping
SERVQUAL
Performance criteria research (B 2 B)
Qualitative
Focus group
Moderator
1 more item...
Exploratory
Avoid generalizing
1 more item...
Panel data
Online survey
Benchmarking
Systematic research
Service
cant distinguish
service start product end
Moments of truth :warning:
Training
Motivation & rewarding
Blueprint
Retrainig
Types :pen:...
Experience
Evaluate performance
Credence
Difficult to determine good or bad
Criticality :red_flag:
Important
Experience & credence
Information
Inseparable from product/service
Who, what, why, when, how, where, how much?
Website Mania
engaging
sticky
Social media
Critical, searchable, deep
Competitive Tool
Market Segmentation
vs mass customization
"Cant be all things to all people"
Product Oriented :pen:
New product
specific markets
expensive
Engineered differences
Promotion oriented :silhouettes:
Divide markets
seniors, teens, hispanic
Same product, different promos
Concentrated Seg.
One market
Product w/out competition
Undifferentiated
Not sure who will buy
Experimental
Criteria
Measurability :unlock:
obtain Info
Substantiality :unlock:
size
Sensitivity :unlock:
Responsiveness
Accessibility :unlock:
focus
Demographic :smiley:
:silhouette:
Age
sex
income
occupation
social class
religion
Variable #
One
Two
3+
Industry Market
Demographics (B2B)
SIC or NAICS coding
Company size
Location
employees, assets
Operating variables
Technology
customer capability
user/non-user status
Purchasing approaches
central/decentralized
purchasing criteria
nature of relation
Situational Factors
Urgency
size of order
Personal Characters
Buyer-seller similarity
attitude
loyalty
Database Seg.
:!:
present and prospective customers
Customer hierarchy
Internal Database mgmt (Step 1) :warning:
Organized
RFM
Receny
Frequency
Monetary value
Buy data from external (Step 2) :warning:
Demographic
geographic
psychographic
behavioral
Heavy half
:green_cross:
Heavy v light user
1/2 user market
% total product consumed
Heavy users = majority of consumption :!?:
Going through the funnel
Growing (new) market :forbidden: non user
Mature market- users
Strategic Implications :check:
non-user
heavy user
other product
Light users
Heavy users
Changing habits
Benefit Sought
:recycle:
Where useful?
Steps :checkered_flag:
Identify benefit
focus groups
executive knowledge
Competitors
Demographics of segment
Quantify
surveys
Implement
Lifystyle
do It yourself
travel
Experience type
what Is desired
Database Marketing
database
Relationships to customer
what data
Transaction
Behavioral
Demographic
Psychographic data
Activities
Interests
opinions
lifestyle
Contact & contextual
Investment
In Information gathers
In software packages
Constant updating
Incomplete
Data mining skills
CRM
(B2B)
Company & customer profit
Frequent communication
Deeper relationships
Customer loyalty
:no_entry:
once In lifetime
low unit value
low lifetime customer value (CLV)
:check:
Product variety to 1 customer (I.E. Apple)
Products replaced
Continuously upgraded
High data collection (supermarket)
Innovation & Creativity
First mover advantage :fire:
Creativity In R&D
customer expectations
employee expectations
second mover success
Used apple policy :black_flag:
Positioning
Image occupying target's mind
Positions :!!:
Price Leadership
Requires cost leadership
Differentiation
Superior Product
Superior Service
Hardest to duplicate
Superior People
hiring
training
pay
Superior Image
Segmentation
No strategic position
:red_cross:
Follow the leader :red_cross:
Preemptive
Superior
Distinctive
Affordable
Profitable
Company culture
Top Management market driven
Leadership
Budget
Culture
Attracting talent
Retraining Talent
Creativity and Innovation
Customer obsession
Managing mkt driven corporation
Marketing Plan
Definition
Market place objectives
Strategy
attain overall objectives
Implementation
Control
Planning
When
how
who
future Impacts
Specified future
Customer & competitor oriented
Input from all business functions
Theme developed
2 levels
Strategic
target market
based on best opportunities analysis
strategy
tactical
product features
service
pricing
promotion
Parts
Situation Analysis
(environment)
Current market
Important trends
Size of market (volume, growth)
Key players
trends
distribution
competition
Closest competiton
Strength and weakness
Porter Analysis
Competitive rivalry
Substitution
New entry
Supplier power
Buyer Power
macroenvironment
Demographic
Sociocultural
economic
technological
political/legal
Uncontrollable environment :warning:
Social movements???
Product situation
Main benefits
patent?
Company situation
Do well?
Poorly?
Quality control?
SWOT Analysis
Strategic planning tool
Favorable v. Unfavorable
Internal v. External
Strengths (F-I)
Table
Level of importance
Major
Moderate
Minor
Weaknesses(U-I)
Opportunities(E-F)
Table
Major to minor
Threats(E-U)
Sorted
Major to minor
Issues Analysis
One page
Overriding Questions or Issues
Marketing Strategy
Positioning Strategy
Steps
market segmentation
Targeting
Needs & wants
4 P's :star:
Value proposition
Price
Quality
Service
Relative to competition
Target Market Definition
Who?
Demographics
Benefits
Size
Primary vs. Secondary
Primary
Age
Gender
Income
Lifestyle etc.
Secondary
Smaller
After primary
Action Programs
From Issues analysis
Solving
Ex: Grand opening
Individual Ideas
Detailed steps :green_cross:
Title :pencil2:
Objectives :black_flag:
Issues Addressed :red_cross:
Plan Target :silhouettes:
Plan description :red_flag:
Who? :question:
Cost & budget :unlock:
Time :champagne:
Measurements :explode:
Timeline
All action programs
Spaced In time
Budget
Total costs
Categorized by type
All plans
Loyalty
Customer Loyalty
Ties marketing to LR Goals
Drives profitability
Create loyalty
Customer selection
Right customer
Unusual costs
Slow pay
Complexity
Time required
fitness
Ability to serve
Health
Of customer
Of Industry
Learn?
Attractable?
Know target
Estimate value
Pro-forma calculation for profit
Customer Hierarchy :warning:
Suspect :black_flag:
Identify via sources
Qualify suspect as prospect
prospect :checkered_flag:
Website
Outbounds
Introduction
Tours
Followup
Goodwill
First-time :red_flag:
INFO
Convert to repeat
Welcome letter
Newsletter
Goodwill
Interview
Phone/sales call
No $
Repeat :star:
Client :!?:
Problem solver
Answer ??
Advocate :<3:
Inactive :red_cross:
solve problem
reconvert to Active
Miss you
Reevaluate
Follow up
Move to schedule
Defector :no_entry:
leaving
gone
Loyalty Based Product
Service Switching
Failed service encounters (55%)
Uncaring
Impolite
Failure to respond
Core mistake/error
Pricing
Inconvenience
Competition (10%)
Ethical problems
Dishonest
Unsafe
Confliect
Intimidating
Involuntary
Complex
"Demonic"
friends & family
only 7% told original provider
45% due to single act
55% 2+ problems
Global 2012 Study :fountain_pen:
2/3 consumer switch bc poor service
Feel betrayed
Broken promises :forbidden:
retail
Internet
wireless cell
banks
Social media Influence
5% Retention Increase
Large profit Increase
Many kinds of business
Meet expectations
Nurture via Value
Measurement
Complaints
Service Recovery
Lost customer analysis
Internal records
Outside defection research
Seasonal defectors
Regional
Keep from leaving
Easy to complain :!!:
Provide help fast
Reduce hassel
Handle complains
Empowerment
what they want
Solution
follow up
Vent!
Important to customers
Called back
explanations
phone #
Knowledgable
How long
alternatives
prevention tips
progress reports
