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Essential Martketing - Coggle Diagram
Essential Martketing
Chapter 3: Customer Driven Marketing Strategy - Creating Value for target customers
Customer driven marketing strategy
Marketing Segmentation: Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes
Markting Targeting
Chapter 2: Analyzing the Marketing Environment
The Company's Macroenvironment
Demographic Environment | Demography: the study of human populations -- size, density, location, age, race, occupation, and other statistics.
Demographic Environment: involves people, and people make up markets.
Demographic Trends: shifts in age, family structure, geographic population, educational characteristic, and population diversity.
General Marketing is important in segmenting people by lifestyle of life state instead of age.
Economic Environment consists of factors that affect consumer purchasing power and spending patterns.
Value Marketing
Natural Environment: natural resources that are needed as inputs by marketers or that are affected by marking activities
Technological Environment
Political Environment: laws, government agencies, and pressure groups that influence or limit various...
Political and Social Environment
Culture Environment consists of institutions and other forces that affect a society's basic values, perceptions, and behaviors.
Core beliefs and values
Secondary beliefs and values
Responding to the marketing environment
Views on Responding
Uncontrollable: React and adapt to force in the environment
Proactive: Aggressive actions to affect forces in the environment
Reactive: Watching and reacting to forces in the environment
Chapter 1: Creating and Capturing Customer Value