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The marketing mix, Product, The Communication Process, Distribution…
The marketing mix
Pricing
Product mix pricing
Captive-product
Necessary additions for functionability
By-product
off-setting costs
selling by-products
Optional - project
Additional products available
Product bundle
cheaper to buy multiple items
Product Line
Range based
Different value levels
Types of pricing
Competitor-based
Going rate pricing
Value
Balanced bidding
customer-based
Demand Pricing
willingness to buy
Good-value pricing
Quality demanded
Value-added pricing
Ability to 'add-on'
more add-ons = higher value
Psychological pricing
Emotional response
price perceptions
Cost-based
break-even analysis
price level of sales
direct or variable
Distribution
Marketing
Production
Pricing Decisions
competition
Value
Cost
Objectives
marketing
pricing
organisational
marketing Stragety
Business marketing
Cash discount
Seasonal Discounts
Quantity discount
Allowances
Trade discount
Informing price decisions
Van Westendorp survey
Sensitivity Analysis
Changes
price mapping
Conjoint analysis
Scenario based
Good for new products
General survey
customer feedback
Elasticity modelling
Assessing sensitivity to price changes
Rarely used
Experimentaton
Testing perceptions
Ethical considerations
Segmented pricing
difference price for difference customers
Discrimination??
Super-sized pricing
More for less
Wastage?
Dynamic pricing
tailor to suit customer needs
Marketing mix: Place
Channel members
Other Functions
Risk taking
Channel distribution
Promotion
communication
Financing
Funding channel distribution
Contact
buyers
consumers
Matching
customer needs
Information
Stakeholder
Environmental forces
Negotiation
prices
exchanges
Supplier
Distributor
Product
Planning
5: Market/business analysis
6: Product development
4:Concept testing
3: Ideas screening
7: Test marketing
2: Ideas generation
8: Commercialisation
1: New product planning
Success or Failure
Market size
Market research
Costs
design
Positioning
Launch timing
Promotion
Competition
New Product Development
3: Evaluation
4: Development
2: Concept
5: Launch
1: Identification
Type
Shopping
Speciality
Convenience
Unsought
Levels
Actual Product
Packaging
Name
Features
Quality
Styling
Core product
Benefit
Augmented product
Delivery
Warranty
Installation
Aftersales
The Communication Process
Marketing communications
The promotion Mix
Advertising
Paid communication through media
Impersonal
Builds awareness
Direct Marketing
Direct targeted communication
Unseen by competitors
Measured response
Personal
Low response rates
Targeted
Poor if incorrectly targeted
Sales Promotion
Purchase incentives
Promote Sales
Damage to brand perception
Short term
Sponsorship
Paid association
Could backfire if association has bad publicty
High profile
Positive association
Personal Selling
Oral communication - salesperson and customer
Relationship building
Expensive
Flexible
Skill dependent
Personal
Digital Marketing
Communicate using digital channels
Flexible
Expensive set up costs
Can be targeted
Intrusive
Can be made personal
Security risks
Global
Public relations
Non paid. third party
Lack of communication control
High credibility
Source
transmission
Target
Feedback
communication
Service Experience
Product Experience
Planned
Unplanned
Engagement
Relational
Connection
Behavioural
Involvement
Cognitive
Intellegence
Distribution channels
Distribution Centre
Multiple distribution
To serve different channels
Physical
Stores
Digital
Online sales
Mail Order
Catalogues
Omni-channel world
Link to vast array of channel interfaces
One of Seven big marketing problems
Traditional distribution
Manufacturer
Wholesaler
Retailer
Customer
Collaborative distribution
organisation merge to reduce cost
co-loading
sharing same routes
physical internet
shared network
transport
storage
backhaul
sharing opposite routes
capacity building
continuous move routing
multi- stop trips
Customers
Services and non- profit organisations
Services
Inseparative
simultaneous production and consumption
Variable
Service quality
Individual person
Intangible
Non physical goods
Perishable
Cannot be stored
Non-profit
Fundraising activities
Goals
not ordinary business goals
not market share orientated
not concerned of return on investment
not profit related
The remaining "P's"
Process
Technological advances
Efficiency
Product delivery
Operational management
People
customer service
Trust
Quality of service
Loyalty
Individual
Physical Evidence
Experience
Quality
Atmosphere
Decoration
Ambiance
Fitting of the service
Brand