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Marketing - Coggle Diagram
Marketing
BRAND EQUITY
Loyalty
Awareness
Perceived Quality
Associations
Asset
Tools
Brand communities = co-creation
Experiential marketing = engaging experiences
PROFIT
Profit = Revenue – Costs
Marketing objective: ↑ revenue (not ↓ costs)
Elasticity
e > 1 elastic
e < 1 inelastic
Depends on: substitutes, frequency, loyalty, life cycle phase
Price = money + time + effort
Break-even = total cost coverage
Communication & Promotion
Strategies
PUSH = salespeople + intermediaries
PULL = direct stimulus to the customer
Share of Voice
Promotion Mix:
📺 Advertising
inform
persuade
reminde
📰 PR = reputation, news
🎁 Sales promotion
🤝 Personal selling
💌 Direct marketing
Integrate Marketing Comunication
📊 AIDA
🌐 Social media – 6C
S.M.C.R. comunication model
PRICE
Main methods
🧠 Psychological
📊 Market-based
⚖️ Cost-based
💼 Current rate
📉 Tender
🤝 Cartel
New products
Penetration
Skimming
Place
Distribution channels
Direct
Short
Long