Principles of Marketing (part one)
- Created by: _lucyallinson
- Created on: 18-03-20 00:35
View mindmap
- Marketing (semester one)
- Marketing philosophy and market orientation
- Key marketing concepts
- Needs, wants and demands
- Needs: state of deprivation physically, socially
- Wants shaped by culture and personality
- Demands are wants backed by buying power
- Marketing offers
- Product/service/experience
- Value and satisfaction
- Value: benefits from owning and using and the cost of obtaining and using
- Satisfaction: perceived performance and buyer's expectations
- Exchange
- The avt of obtaining a desired object from offering something in return
- Needs, wants and demands
- Marketing mix for services (7Ps)
- Physical evidence
- Intangibility in service
- Ambience
- Image
- Brand
- People
- Quality of interaction between customer and emplyee
- Relationships
- Service provision
- Processes
- Heterogeneity in service delivery
- Standardisation of services
- Physical evidence
- Key marketing concepts
- What is marketing
- In society?
- Mental health
- Road safety
- Health
- As part of an organisation?
- The marketing mix
- Product
- Design
- Price
- Strategy
- Credit terms
- Place
- Trade channels
- E-commerce
- Locations
- Promotion
- Advertising
- PR
- Product
- Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably
- In society?
- The marketing environment
- PESTLE analysis
- SWOT analysis
- The company
- Suppliers
- Marketing intermediaries
- Customers
- Competitors
- Marketing planning process
- Market planning definition
- How/when to apply
- Ansoff matrix
- BCG matrix
- Mission statement
- Corporate objectives
- Marketing objectives and strategies
- Marketing audit
- Marketing assumptions
- Forecasts of expected results
- Create alternative plans
- Marketing budget
- Detailed action plan
- Marketing strategy
- Porter's competitive generic strategies
- The virtuous circle
- Value for money strategies
- Marketing positioning maps
- Porter's value chain
- Role and importance of strategy, value and competition
- Organisational buying behaviour
- Definitions of organisational buyer behaviour
- Refers to the buying behaviour of organisations that buy goods and services for use in the production of other products and products/services that are sold, rented or supplied to others
- Types of buyers and buying
- Industrial
- They add value by transforming raw materials
- Resellers
- They add value by providing extra service around raw materials
- Government
- Generally consumer what they buy buy use buying processes like organisations
- Industrial
- Stages in the buying process
- Problem recognition > description and product specification > info search > supplier search, call for proposal > evaluate alternatives > purchase decision > maintain relationship > supplier evaluation
- Influences on consumer and organisational buying behaviour
- Differences in organisational and consumer markets
- Without consumer demand, there is no organisation
- Small increases or decreases in consumer demand can strongly affect the demand for manufacturing plants and equipment
- Organisational markets have closer buyer-seller relationships
- Organisations are more likely to buy on specification than price
- Maintaining relationships
- Buyer-seller relationships are often long term
- Marketers and purchases are more involved with supporting relationships
- Seller may work inside the buyer's organisation to maintain momentum
- Features and future trends
- Definitions of organisational buyer behaviour
- Consumer behaviour
- What is it?
- Who are consumers?
- Consumer decision-making process
- Personal and social influences on consumer behaviour
- Personal, psychological and social influences on consumer behaviour
- The impact on the marketing mix
- Segmentation, targeting and positioning
- The four bases for segmenting consumer markets
- Geographic
- Psychographic
- Demographic
- Behavioural
- Targeting strategy
- May offer the most effective competition against other products in the same sector
- Will make the best and most appropriate marketing approach for any product
- May offer the most effective competition against other products in the same sector
- Positioning strategy
- The four bases for segmenting consumer markets
- Marketing research
- The role of customer insights
- Marketing information systems
- Market intelligence - the 'era' of big data
- Approaches to and stages of conducting market research
- Marketing philosophy and market orientation
Comments
No comments have yet been made