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Marketing Sales - Coggle Diagram

- - - - push dominant
    - - quality
      - adaptation
      - innovation
    - - pull dominant
  - - - feels/culture
      - motivation
      - needs
- - - - create a competitive advantage to create value
      - allocate resources to feed customer expectation
- - - - servuction
- - - - identify the trageted market segment, propose value positioning based on the needs of the consumer segment
      - build brand image accordingly
    - - design product, price, distribution and promotion strategies based on value positioning
        
        product
        
        price
        
        place
        
        promotion
    - - identify market opportunity based on the analysis of the environment and marketing research
        
        market analysis
        
        branding
    - - influence consumer behaviour to create value for the company
    - - does the strategy correspond to customer expectation
      - existing/potential customers
        
        penetration strategy
      - current/future needs
      - can it be valued by the customer
      - communication with customers
      - competition
      - differentiation
- - - - geographic
      - demographic
      - psychographic
      - behavioural
- - - - not a lot of information
        
        identify the perceived value of the customer
        
        analyse the price of competition
      - lot of information
        
        addition of costs and margin
  - - - range of products classified based on their market share and growth rate on the market
  - - - company
      - suppliers
      - distributors
      - customers partnering with eachother to improve the performance of the system
    - - set of independant organisations involved in the process of making a product or service available for use or consumption by the consumer or business owner
      - customer marketing channel
      - business marketing channels
      - conventional marketing channel
      - multichannel distribution system
        
        marketing channels
        
        omnichannel strategy
        own as much channels as possible
- - - - differentiation
    - - brand activation
    - - solution of marketing issue
  - - - communicate beliefs for citizens to engage with them
    - - performance for shareholders conviction
    - - values for the attitude of consumers, clients
    - - quality for shopper behaviour
- - - - competitors
      - suppliers
      - partners
      - customers
      - users
    - - public authorities
      - households
      - consumer associations
      - environmental protection
    - - owners
      - managers
      - employees
  - - - same positioning of the product
    - - same need satisfied but not the same positioning
- - - - PESTEL analysis
        
        opportunities
        
        threats
        
        main factors
        
        technological
        
        economical
        
        societal
        
        legal
        
        environmental
        
        political
    - - Porter's 5 forces
        
        strengths
        
        weaknesses
        
        forces
        
        bargaining power of suppliers
        
        threat of substitute products
        
        threat of new entrants
        
        bargaining power of buyers
        
        rivalry among existing competitors
  - - - opportunities
        
        key factor of success
      - focus on the ùarket and what surrrounds it
      - threats
        
        marketing issues
    - - stregths
        
        competitive advantage
      - weaknesses
        
        marketing issues
      - focus on the company