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What is Marketing ? - Coggle Diagram

- - - - Extra-marital dating site
      - Dogs for sale, no 'interests'
      - 'Cheap maids'
  - - - Dress code
      - Saying
      - Manner of work
      - Formal code of ethics
      - Ethical actions
- - - - Flavour
      - Safety
      - Celebration
  - - - Own previous experience
    - - Personal Source
        
        Friends & Family
        
        Trust
      - Public Source
        
        Consumer reports,
        Government agencies
        
        Neutral
      - Marketer-Dominated
        Sources
        
        Advertisements
        
        Company websites
        
        Point-of-purchase display
        
        Planned & Pain Marketing
    - - Purchase
        decision criteria
        
        Functions
        
        Fragrance
        
        Sizes
      - Brand names that
        may meet the criteria
      - Value perceptions
        
        Value for money ?
  - - - Quantifiable
        numerical value
    - - Personalised,
        may be bias
        
        As long as the customer
        thinks it's important
  - - - Music, Decor, Lighting,
        Noise, Temperature,
        Cleanliness
    - - Just got paid ?
      - Year end bonus ?
  - - - Comparison to expectations
      - User experience
    - - Cognitive
        Dissonance
  - - - Routine
        
        Habitual
      - Limited
        
        Will go back &
        think about it
      - Extended
        
        Think very long
- - - - Age
        
        Aging population
        
        More products for elder care
      - Gender
      - Income
      - Household
        Composition
        
        Single Person Households ?
        
        Change in appliance size, food portions
        
        Same Gender Households ?
    - - Lucky Symbols
      - Religion
      - Q Nation
      - Kopi Orders
      - Changing Cultures
        
        Make up for teens (in korea)
        
        New food pairing for survival
      - Smart Nation, but still traditional
  - - - Rolex prices due to
        Swiss franc appreciation
      - Singaporeans going to Malaysia
        due to exchange rate
    - - Varying Purchasing
        Power in Different Markets
      - What should business do
        when there is rising costs ?
        
        Discounts ?
        
        Charger higher ?
  - - - Matchmaking
        
        Tinder
      - Customisation
        
        Nike
      - Constant pace of
        new products
        
        McDonalds
    - - How they are produced
        
        Facial scans
      - How service
        is carried out
        
        Food delivery
      - Delivery of products
  - - - Perfect
      - Monopolistic
      - Oligopoly
      - Monopoly
    - - Capital Requirements
      - Operating Expenses
      - Promotional Expenditure
      - Regulatory Prerequisites
    - - Number Available
      - Switching Costs
      - Significance
    - - Genting VS RWS & MBS
      - Normal meat VS Impossible
  - - - Fair Play
        
        No colluding to fix prices tgt
        
        No anti competitive mergers
    - - Mandatory in inform about prices
    - - Be of certain ratings
    - - When & How products
        are made available
        
        Not near certain places
    - - What & How you say
      - Not false
        
        Must be transparent
    - - Watch your own standards
- - - - How people behave
        around you
    - - Atmosphere
    - - Time of the day,
        How much time left
    - - What happened
        before the purchase
  - - - Maslow Hierarchy
    - - Seeing, Hearing, Smelling
      - Perceived
        Risks
        
        Financial
        Commitments
        
        Physical
        Safety
        
        Product
        Performance
        
        Psycho-Social
        Effect
        
        Companies' Actions
        
        Warranty, Trials, Endorsement
    - - Behavioural
        Leaning
        
        Forming a Habit
        
        Generalisation: brand extension
        
        Discrimination: differentiation
      - Cognitive
        Learning
        
        Without direct
        experience
      - Brand Loyalty
        
        Tru positive
        reinforcement
    - - Learned values &
        beliefs influence attitudes
      - Attitudinal change due to
        marketing strategies
    - - Mode of living
      - How people spend
        time & resources
      - What is considered important
  - - - Opinion Leadership
      - Word of mouth,
        magnified by internet
    - - Associative
        Group
        
        Membership group
      - Aspiration
        Group
        
        Don’t belong,
        but wish to be
      - Dissociative
        Group
        
        Want to distance
        yourself from
    - - Consumer Socailisation
      - Family Life Cycle
      - Family Decision-Making
        
        Info Gatherer
        
        Influencer
        
        Decision Maker
        
        Purchaser
        
        User
    - - Based on Occupation,
        Income & Education
        
        Upper, Middle, Lower
      - Similar Values, Interests
        & Behaviour
- - - - Derived
        Demand
        
        Driven by consumers
      - Size of
        Purchase
        
        Large
      - Number of
        Potential Buyers
        (Companies)
        
        Small
    - - Business
        Firms
        
        Increase profits through
        reduced costs
        or increased revenues
      - Non-Profit Firms &
        Governmental Agencies
        
        Meet the needs of groups
        that they serve
    - - Price
      - Ability to meet
        quality specs
      - Delivery
        Schedules
      - Technical
        Capabilities
      - Warranties &
        Claim Policies
      - Past Performance
      - Production Facilities
        & Capacity
    - - Negotiations over
        long period of time
        
        Long-term contracts
    - - Similar to Families
      - Buying Situations
        
        Straight Buy
        (less involvement)
        
        Modify Buy
        
        New Buy
        (more involvement)
    - - More Individuals
        Involved
      - Supplier Capabilities
        are more Important
      - Formalised Post-purchase
        evaluation