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Marketing and Advertising - Coggle Diagram
Marketing and Advertising
1. Marketing
Definition
Customer-centric business activity
Identify, analyze needs
Generate profit.
Core Stages
Identifying
Discovering consumer requirements
Market research foundation
Anticipating
Satisfying
Pleasing consumers
Persuading purchase
Profitability
Balancing budget
Financial success
3. Market segnmentation
Definition
Dividing market into subgroups
Shared characteristics
Market Types
Industrial markets:
B2B
Consumer markets:
B2C
Segmentation Criteria
Demographic
Geographic
Psychographic
Behavioural
4. Market research
Definition
Data collection
Uderstanding
customer needs
Market dynamics
Data Sources
Primary Data
First-hand collection
Specific objective
Methods
Face-to-face interviews
Surveys
Online questionnaires
Secondary Data
Existing information
Methods
Sales records
Internal reports
Government statistics
Internet tracking
5. SWOT Analysis
Definition
Strategic planning tool
Problem analysis
Market positioning
Internal Factors
Strengths
Resources
Capabilities
Weaknesses
Absence of strengths
Competitive disadvantage
External Factors
Opportunities
External chances
Threats
External trouble
6. History of AD
Origins
Word-of-mouth
17th-century newspapers
simple, informative, paid ads.
Industrial Revolution
Mass production
Persuasion need
Illustrations
First advertising agencies
World War I
: Poster propaganda
Psychological manipulation.
1920s
Cinema
Radio
1950s (Post-war Boom)
Television
Commercial breaks
Late 20th Century - Present
Internet
Shift from traditional to digital media budget.
2. The Marketing mix
The 4 Ps
Product
Value
Design
Differentiation
Price
Cost-plus pricing
Revenue
Competitors
Place
Distribution
Logistics
Channels
Promotion
Advertising
Branding
Sales