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Marketing Mix - Coggle Diagram

- - - - Core benefit
      - Actual product
        
        Most innovations occur here and are incremental
      - Augmented product
    - - Convenience
        
        frequently purchased, low involvement
      - Shopping
        
        Less frequent - selected on price, style, quality
      - Speciality
        
        Special, expensive, strong brand preference
      - Unsought
        
        Little knowledge or interest
    - - Crawford (1991)
        
        New product planning
        
        Idea generation
        
        Idea screening
        
        Concept testing
        
        Market / business analysis
        
        1 more item...
        
        Not all companies follow
        
        Coviello and Joseph (2012) found companies that successfully innovated involved customers throughout development
  - - - Usually a wide range
      - Channel members
        
        "Value delivery network"
        
        Provide
        
        greater efficiency, expertise and reach
        
        information
        
        Stakeholders and forces
        
        Promotion
        
        Communicating
        
        Contact
        
        buyers or consumers
        
        Influence purchase decisions
        
        Matching
        
        Influence product aspects to match customers closely
        
        Negotiation
        
        Agree prices
        
        Financing
        
        Provide funding
        
        Risk taking
      - Collaborative
        
        Horizontal
        
        Mutual advantage
        
        Backhaul
        
        Co-loading
        
        Continuous move routing
        
        Physical internet
  - - - Exchange
        
        offering
    - - Quality
      - Exclusivity
      - Expertise
    - - Cost-based
        
        Analysis
        
        break-even
        
        Viable?
        
        Cost-plus
        
        Margin
        
        Profit
      - Competitor-based
        
        'Going-rate"
        
        Customer value
        
        Competitor Strength
        
        Pricing-strategy
      - Customer-based
        
        Types
        
        Demand
        
        Willingness
        
        Price points
        
        Good-value
        
        Quality
        
        Price
        
        Value-added
        
        Services / features
        
        Psychological-based
        
        Emotional response
    - - Product line
        
        Car variants
      - Optional product
        
        Supplementary
      - Captive
        
        Disposable by-products
      - By-product
        
        Selling
        
        Post primary product
        
        Marmite
      - Product bundle
        
        Meal-deal
    - - Dynamic
        
        Individual
        
        Data
      - Segmented
        
        Customer differences
        
        Legal?
      - Super-sized
        
        Wastage
        
        Health concerns
  - - - Audience centered
      - Engage
      - Conversations
      - Communications environments
      - Present
      - Evaluate
      - Responses
      - Communications process
        
        Problems
        
        Decoding accuracy
        
        semantic
        
        effectiveness
        
        coding accuracy
        
        Technical
        
        Noise
        
        Transmit
        
        Source
        
        Target
        
        Engagement
        
        Cognitive
        
        Absorbed
        
        Rational
        
        Connected
        
        Behavioural
        
        Involved
        
        AIDA
        
        Awareness
        
        Interest
        
        Desire
        
        Action
    - - Advertising
      - Personal selling
      - Sales promotions
      - Public relations
      - Achieve
        
        Goals
        
        Specific
    - - Desired control
      - Finances
      - Audience spread
      - Audience preference
      - Goals?
  - - - Physical Evidence
        
        Environment
        
        Ambience
        
        Brand
        
        Representation
        
        Differentiation
      - Process
        
        Customer
        
        Co-producers
        
        Preferences
        
        Online?
      - Services
        
        Characteristics
        
        Intangibility
        
        Non-physical
        
        Inseparability
        
        Production
        
        Consumption
        
        Simultaneous
        
        Variability
        
        Person dependant
        
        Perishability
        
        Not stored
    - - Customer orientated
    - - Selection
      - Training