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Marketing Part 1 - Coggle Diagram

- - - - Need recognition / Information search / Evaluation of alternatives / Purchase decision / Post-purchase behaviour
  - - - 6 Hofstede dimensions of cultures
      - Marketing by Glocalisation / social groups / opinion leadders
    - - Age / personality / lifestyle
      - Key difference in B2B and consumer markets
    - - 3 components ( cognitive, affective, conative)
      - Attitudes based on how they evaluate the product (compensatory...)
        
        4 Different methods to choose
    - - 2 theories on human motivation (Maslow and Freud)
        
        Maslow hierarchy of needs
      - Cognitive and brain ( 2 ways the brain thinks)
        
        Marketing: make a nudge
- - - - Qualitative data (method of research / content analysis / pros and cons
      - Quantitative data: process / how to make a questionnaire
- - - - Product types
      - Services (def, service characteristics, factors of development)
    - - Service dominant logic, how to differentiate the augmented product
  - - - From a firm's perspective
      - From a consumer's perspective
    - - Brand equity
    - - Brand identity prism
    - - Line extensions, multibrand, brand extensions
- - - - 2 types (product and consumer)
      - Consumer segmentation (geographic, demographic, psychological (social), behavioral
      - What is an effective market segmentation?
    - - 5 characteristics (potential future growth, not over competitive, etc.)
      - How to choose a strategy? Undifferenced / Differentiated / Concentrated / Customised
      - Criteria's for choosing a strategy ( Company and consumer characteristics)
    - - What is good positioning? (Points of differentiation / Competitive advantage / Overall positioning strategy / align marketing mix
      - Cannibalism
      - Positioning diamond and perceptual map