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The Marketing Mix - Coggle Diagram

- - - - Communications through emails etc
      - Global reach and can be personalised - can be expensive and intrusive
    - - Sales offers
      - Brings in new customers - can be seen poorly on brand perception
    - - Communication delivered directly to consumers (leaflets, cold calls)
      - Targeted approach and response is easy to see - often low response and seen as annoying
    - - Paying an event, celebrity or firm to endorse your product
      - Raises visibility - can be negative if sponsored party had bad press
    - - 1-2-1 selling between salesperson and a consumer
      - Personalised so can meet needs and build relationships - too expensive on a large scale though
    - - Non-paid, 3rd party communications
      - High credibility - no control of the message communicated
    - - Paid communication through mass media (TV, radio, printed etc)
      - Builds brand awareness - but is impersonal and inflexible
    - - How much control is wanted over the message
      - Finances available
      - Size of the audience and its location/spread
      - Target audiences most likely preference
      - Competitors activities
  - - - Can be very successful at embedding a brand into culture
  - - - Do the audience understand the intended message?
      - Does this message make the audience want to take action?
      - Does it contain the right message?
    - - Actually using the product
      - Customer service
      - Advertisements
      - Hearing from other people
    - - Factual
        
        Revolutionary products where the concept needs explaining use this - can still be humorous or emotional too
      - Humourous
        
        Risky as not everyone will find funny - will lead to lots of shares and exposiure if successful
      - Emotional
        
        Uses emotions to appeal to target audiences
  - - - This helps brand perception and customer loyalty in the long term
    - - Relational - connected to the firm
      - Behavioural
      - Cognitive - absorbed by the message
- - - - Core product
    - - Actual product
        
        Most innovations take place here; very risky to change core product, but less to change packaging and style
    - - Augmented product
  - - - Frequent buy, low cost
    - - Less often bought, selected on price, quality etc
    - - Special occasion, expensive and based on brand preference
    - - New inventions so little knowledge; or little interest like insurance