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Marketing (Term 1), Segmenting, Targeting & Positioning - Coggle…

- - - - Tangible (seen/touched)
      - Produced then consumed
      - Homogeneous
      - Example: bread, car
    - - Broader term – includes goods + services
      - Produced & consumed simultaneously (services)
      - Often customized
      - Example: education, insurance, travel
  - - - Market Research → study of demand, competition, consumer needs
      - Product Planning & Development → designing goods/services
      - Standardization & Grading → quality assurance
      - Packaging & Labeling → protection + communication
      - Branding → unique identity
  - - - Pricing → competitive + profitable
      - Promotion → advertising, PR, personal selling, sales promotion
      - Distribution (Place) → transportation, warehousing, intermediaries
      - Financing → providing credit facilities
      - Risk-bearing → handling uncertainties
      - After-sales Services → customer support & maintenance
  - - - Product-oriented
      - Focus on seller
      - Goal = maximize sales
      - Short-term perspective
      - Means = selling/transfer of ownership
    - - Customer-oriented
      - Focus on buyer
      - Goal = maximize satisfaction
      - Long-term perspective
      - Means = integrated marketing mix
- - - - Employees → skills, motivation, efficiency
      - Company Policies → production, pricing, promotion strategies
      - Physical Resources → plant, machinery, technology
      - Organizational Culture → values, vision, mission
      - Marketing Mix → product, price, place, promotion
  - - - Micro Environment (Near)
        
        Suppliers → timely supply of raw materials
        
        Marketing Intermediaries → wholesalers, retailers, agents
        
        Competitors → strategy, pricing, products
        
        Customers → preferences, buying behavior
        
        Public → local communities, media, government
      - Macro Environment (Far)
        
        Economic Environment → income, inflation, employment
        
        Demographic Environment → age, gender, occupation, population
        
        Technological Environment → innovations, R&D
        
        Political & Legal Environment → laws, regulations, policies
        
        Social & Cultural Environment → values, lifestyle, customs
        
        Natural Environment → climate, resources, sustainability
  - - - SWOT Analysis → Strengths, Weaknesses, Opportunities, Threats
      - PESTLE Analysis → Political, Economic, Social, Technological, Legal, Environmental
      - ETOP (Environmental Threats and Opportunities Profile) → organizes environmental factors into threats & opportunities
      - Competitive Analysis → benchmarking against competitors
      - Trend Analysis → studying market, tech, consumer patterns