Unit 3 - marketing

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  • Marketing
    • Marketing objectives
      • Types of marketing objectives
        • Sales volume and sales value
        • Sales growth
        • Brand loyalty
        • Market share
      • Influences on marketing objectives
        • Internal
          • Operations
            • Finance
              • Human resources
                • Existing position of business
                  • Overal corporate objectives
        • External
          • political/ legal
            • Competitors and market conditions
              • social
                • environmental
                  • economic
    • Markets and Customers
      • Market research
        • Qualitative/ quantative
        • Primary/ secondary
      • Interpreting marketing data
        • Negative, postive or no correlation
        • Extrapolation
        • Confidence levels and intervals
      • Elasticity of demand
        • PED
        • YED
    • STP process
      • Segmentation
        • Income
        • Behavioural
        • Geographic
        • Demographic
      • Targeting
        • Influences
          • Sufficient demand
          • Ability to be competitive and gain sales
      • Positioning
        • Price
        • Image
        • Product  / service
      • Niche and Mass marketing
    • Marketing mix
      • Price
        • PED?
        • Costs
      • Product
        • Consumer productor industrial product?
        • conveniance item
          • Shopping item
            • Speciality product
        • Product life cycle / boston matrix
      • Place
        • Multi-channeldistribution
        • E-commerce
      • Promotion
        • Aversitng - paid
          • Branding
            • Sponsorship
              • Sales promotion
                • Public relations
      • Process
      • People
      • Physical environment

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