Please enable JavaScript.

Coggle requires JavaScript to display documents.

MARKETING - Coggle Diagram

- - - - offer goods or services
    - - buy or use goods or services
- - - - emerged during the First Industrial Revolution
        
        which led to
        
        transportation progress
        
        the exchange of goods between different countries
        
        became easier thanks to new forms of transport
        
        mass production and mass consumption
        
        it contributed to the development of capitalism
        
        the development of an urban society
        
        people moved from agricultural areas to cities
        
        economic growth (crescita) and technological progress
      - developed further (ulteriore) the early 20th century
        
        when large companies understood the importance of
        
        market research
        
        better product design
        
        effective distribution
        
        well-constructed communication with consumers
        
        At this point
        
        strategy became a key factor
        
        the marketing process became essential for the success of a brand
- - - - MARKETING SEGMENTATION
        
        It means dividing the target market into smaller groups depeding on different features
        
        needs, preferences, age, behaviour
        
        MARKET RESEARCH
        
        helps companies to
        
        collect information about consumers
        
        build the profile of the potential buyer
        
        through consumer profiling
        
        which means creating a detailed description of the potential customer
        
        identify the ideal consumer
        
        understand consumers’ needs and wants
        
        analyse the competition and the market
        
        become aware of their position on the market
        
        the information collected can be
        
        QUANTITATIVE
        
        is based on numbers and existing data
        
        it is less reliable and less detailed
        
        QUALITATIVE
        
        is provided directly by consumers
        
        surveys
        
        it is more reliable, more detailed and more up-to-date
        
        SWOT analysis
        
        Is another important tool and it stands for
        
        STRENGTHS (punti di forza)
        
        WEAKNESSES (punti di debolezza)
        
        OPPORTUNITIES
        
        THREATS (minacce)
        
        A profitable business makes money by finding the right opportunity
        
        a gap in the market with few or no threats
    - - MARKETING MIX
        
        It is based on the 4 Ps model
        
        PRODUCT
        
        the good or service offered to consumers
        
        PRICE
        
        the amount of money consumers have to pay
        
        depends on
        
        INTERNAL FACTORS
        
        cost of production
        
        transport
        
        advertising
        
        some companies export abroad, to a foreign country
        
        EXTERNAL FACTORS
        
        supply and demand
        
        competitors
        
        Therefore, a company must consider its production costs and the situation on the market before setting a price
        
        PLACE
        
        where the product is available and how it reaches consumers
        
        PROMOTION
        
        the activities used to communicate with consumers and promote the product
        
        It is a plan to reach prospective customers and the combination of techniques used to market a brand
    - - MARKETING IMPLEMENTATION
        
        It means putting the marketing strategy into practice
    - - MARKETING CONTROL
        
        It means controlling the outcome
- - - - which means they are physical products that customers can see, touch, taste, hear or smell
    - - food, clothes, device and cars
    - - taste
      - color
      - fabric
      - speed
      - packaging
      - design
      - brand
  - - - so the customer doesn't own anything as a result
    - - which may make them feel uncertain
    - - mobile applications, software, social media, travel agencies and package tours, flights, customer service, hotel
    - - marketers have to strive (lottare) focusing on
        
        place
        
        people
        
        equipment
        
        communication
        
        price
- - - - 3 additional Ps were added
        
        PEOPLE
        
        anyone who comes into contact with the customer and can influence their experience
        
        employees
        
        PHYSICAL EVIDENCE
        
        the tangible elements connected to a service that customers experience
        
        premises, equipment, furniture or logo
        
        PROCESS
        
        the journey through which a service is first launched onto the market and then released to the final consumer
        
        distribution