MARKETING

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MARKETING by Mind Map: MARKETING

1. MARKETING INFOMATION (MI) CUSTOMER INSIGHT ( CI)

1.1. marketing research process

1.1.1. internal data

1.1.1.1. from data sources within the company’s network.

1.1.1.1.1. marketing department

1.1.1.1.2. customer service department

1.1.1.1.3. accounting

1.1.1.1.4. Operations

1.1.1.1.5. sales force

1.1.1.1.6. marketing channel partners

1.1.1.2. NOTICE

1.1.1.2.1. accessed more quickly and cheaply

1.1.1.2.2. problems

1.1.1.2.3. may be incomplete or in the wrong

1.1.1.2.4. requires highly sophisticated equipment and techniques.

1.1.2. Competitive marketing intelligence

1.1.2.1. consist of

1.1.2.1.1. systematic collection

1.1.2.1.2. analysis of publicly

1.1.2.2. about

1.1.2.2.1. consumers

1.1.2.2.2. competitors

1.1.2.2.3. development in marketplace

1.1.2.3. Benefits

1.1.2.3.1. improve strategic decision

1.1.2.3.2. assessing and tracking competitors’ actions

1.1.2.3.3. providing early warnings of opportunities and threats

1.1.2.4. activities

1.1.2.4.1. observing consumers firsthand

1.1.2.4.2. quizzing the company’s own employees

1.1.2.4.3. benchmarking competitors’ products

1.1.2.4.4. researching on the Internet

1.1.2.4.5. monitoring social media buzz

1.1.3. marketing research

1.1.3.1. systematic design, collection, analysis, and reporting

1.1.3.1.1. data relevant to a specific marketing situation

1.1.3.2. formal studies

1.1.3.2.1. provide customer and market insights

1.1.3.2.2. for specific marketing situations and decisions

1.2. marketing research process

1.2.1. defining the problem and research objectives

1.2.1.1. exploratory research

1.2.1.1.1. gather preliminary information

1.2.1.1.2. define the problem and suggest hypotheses

1.2.1.2. descriptive research

1.2.1.2.1. describing

1.2.1.3. causal research

1.2.1.3.1. test hypotheses

1.2.1.3.2. example

1.2.2. developing the research plan

1.2.2.1. secondary data

1.2.2.1.1. exists somewhere, having been collected for another purpose

1.2.2.1.2. From

1.2.2.1.3. BENEFITS

1.2.2.1.4. PROBLEMS

1.2.2.1.5. NOTIONS

1.2.2.2. primary data

1.2.2.2.1. collected for the specific purpose at hand

1.2.2.2.2. GOOD

1.2.2.2.3. FROM

1.2.2.3. Research plan outlines

1.2.2.3.1. Research Instruments

1.2.2.3.2. Research Approaches

1.2.2.3.3. Contact Methods

1.2.2.3.4. Sampling Plan

1.2.3. implementing the research plan

1.2.3.1. from

1.2.3.1.1. company’s marketing research staff

1.2.3.1.2. outside firms

1.2.3.2. watch closely

1.2.3.2.1. plan is implemented correctly

1.2.4. interpreting and reporting the findings

1.2.4.1. interpret the findings

1.2.4.2. draw conclusions

1.2.4.3. report to management

1.2.4.3.1. too much numbers and fancy statistical technique

1.2.4.3.2. present important findings

1.2.4.3.3. insights that are useful

2. DEFINING MARKETING AND THE MARKETING PROCESS

2.1. The marketing process

2.1.1. Understand the marketplace

2.1.2. customer-driven marketing strategy

2.1.3. integrated marketing program

2.1.4. profitable relationships and create customer delight

2.1.5. create profits and customer equity

2.2. UNDERSTANDING MARKET 5 core of marketplace concepts

2.2.1. Needs, wants, demands

2.2.1.1. Needs:

2.2.1.1.1. States of felt deprivation.

2.2.1.1.2. basic part of the human makeup

2.2.1.1.3. Include

2.2.1.2. Wants

2.2.1.2.1. form human needs

2.2.1.2.2. shaped by

2.2.1.2.3. Example

2.2.1.3. Demands

2.2.1.3.1. Relating to buying power

2.2.1.3.2. people demand products and services

2.2.2. market offerings

2.2.2.1. DEFINE: some combination

2.2.2.2. marketing myopia

2.2.2.2.1. When marketers focus too much on products characters rather than fulfill customer's satisfaction

2.2.3. Customer values and satisfaction

2.2.3.1. Satisfied customers

2.2.3.1.1. buy again

2.2.3.1.2. tell others about their good experiences

2.2.3.2. Dissatisfied customers

2.2.3.2.1. switch to competitors

2.2.3.2.2. disparage the product to others

2.2.4. Market

2.2.4.1. Define

2.2.4.2. customer-managed relationships.

2.2.5. Exchange and relationship

2.2.5.1. Exchange

2.2.5.2. exchange relationships

2.3. Customer driven marketing strategy

2.3.1. Select customer to serve

2.3.1.1. dividing the market into segments

2.3.1.2. selecting which segments it will go after

2.4. Integrated marketing plan and program

2.4.1. four marketing mix elements

2.4.2. product offers and creates strong brand identities

2.5. Customer relationship

2.5.1. customer relationship management

2.5.2. partner relationship management

2.6. Capturing values from customers

2.6.1. Customer loyalty and retention

2.6.1.1. Customer lifetime value

2.6.2. Growing share of customers

2.6.3. Customer equity

2.6.3.1. What Is Customer Equity?

2.6.3.2. Building the Right Relationships with the Right Customers

2.6.3.3. Customer Relationship Groups

2.6.3.3.1. Strangers

2.6.3.3.2. Butterflies

2.6.3.3.3. True friends

2.6.3.3.4. Barnacles

3. MARKETING STRATEGY BUILD CUSTOMER RELATIONSHIP

3.1. Company-wide strategic planning

3.1.1. Market-oriented mission

3.1.1.1. Mission statement

3.1.1.1.1. statement of the organization’s purpose

3.1.1.1.2. what it wants to accomplish in the larger environment.

3.1.1.2. Attention

3.1.1.2.1. meaningful and specific

3.1.1.2.2. motivating

3.1.1.2.3. emphasize the company’s strengths in the marketplace.

3.1.1.2.4. not be stated as making more sales or profits

3.1.1.2.5. Creating values for customers

3.1.2. Setting company objectives and goals

3.1.2.1. turn its mission into detailed supporting objectives for each level of management

3.1.3. Designing business profolio

3.1.4. Marketing planning

3.2. Business portfolio

3.2.1. The Boston Consulting Group Approach

3.2.1.1. Stars.

3.2.1.1.1. high-growth

3.2.1.1.2. high-share businesses or products

3.2.1.1.3. heavy investments to finance

3.2.1.2. Cash Cows

3.2.1.2.1. low-growth

3.2.1.2.2. high-share businesses or products

3.2.1.2.3. need less investment to hold their market share

3.2.1.3. Question Marks

3.2.1.3.1. low-share business units

3.2.1.3.2. high-growth markets.

3.2.1.3.3. require a lot of cash to hold their share

3.2.1.4. Dogs

3.2.1.4.1. low-growth

3.2.1.4.2. low-share businesses and products

3.2.1.4.3. enough cash to maintain

3.2.2. The Product–Market Expansion Grid

3.2.2.1. market penetration

3.2.2.1.1. current customers

3.2.2.1.2. original products

3.2.2.2. Market development

3.2.2.2.1. new markets

3.2.2.2.2. current products

3.2.2.3. Product development

3.2.2.3.1. new products

3.2.2.3.2. current markets

3.2.2.4. Diversification

3.2.2.4.1. starting up or buying businesses

3.2.2.4.2. new market

3.3. Planning marketing

3.3.1. value chain

3.3.2. Partnering with other company departments

3.3.3. Partnering with others in MKT system

3.4. Customer-driven marketing strategy

3.4.1. Market segmentation

3.4.2. Market targeting

3.4.3. Differentiation

3.4.4. Positioning

3.4.4.1. make the consumer “think” a certain way about a brand

3.5. Marketing mix

3.5.1. Product

3.5.2. Price

3.5.3. Place

3.5.4. Promotion

4. SUSTAINABLE, SOCIAL RESPONSIBILITY AND ETTHICS

4.1. SUSTAINABLE MARKETING

4.1.1. beyond caring for the needs and wants of today’s customers.

4.1.2. concern for tomorrow’s customers in ensuring the survival and success of the business, shareholders, employees, and the broader world in which they all live.

4.1.3. “people, planet, profits.”

4.1.4. profitable customer relationships

4.2. MARKETING'S IMPACTS ON CUSTOMERS

4.2.1. High Prices

4.2.1.1. HIGH COSTS OF DISTRIBUTION

4.2.1.1.1. long-standing charge

4.2.1.2. HIGH ADVERTISING AND PROMOTION COSTS

4.2.1.3. EXCESSIVE MARKUPS

4.2.2. Deceptive Practices

4.2.2.1. Deceptive pricing

4.2.2.2. Deceptive promotion

4.2.2.3. Deceptive packaging

4.2.3. High-Pressure Selling

4.2.4. Shoddy, Harmful, or Unsafe Products

4.2.5. Planned Obsolescence

4.3. CONSUMER ACTIONS

4.3.1. Seller’s rights

4.3.1.1. Introduce any product

4.3.1.2. Charge any price

4.3.1.3. Spend any amount to promote

4.3.1.4. Spend any amount to promote

4.3.1.5. Use any buying incentive schemes

4.3.2. Use any buying incentive schemes

4.3.2.1. Use any buying incentive schemes

4.3.2.2. Expect the product to be safe

4.3.2.3. Expect the product to perform as claimed

5. ANALYZING MARKETING ENVIRONMENT

5.1. MICROENVIRONMENT

5.1.1. The company

5.1.2. The supperlier

5.1.3. Marketing intermediaries

5.1.4. Competitors

5.1.5. A public

5.1.6. Customers

5.2. MACROENVIRONMENT

5.2.1. Demography

5.2.2. Economic

5.2.2.1. major trends

5.2.2.2. consumer spending patterns

5.2.3. natural

5.2.3.1. physical environment

5.2.3.2. natural resources

5.2.4. Technological

5.2.5. political

5.2.6. cultural

6. SEGMENTATION, TARGETING AND POSITIONING

6.1. customer-driven marketing strategy

6.1.1. market segmentation

6.1.1.1. Why company do that

6.1.1.1.1. Buyer

6.1.1.1.2. Too cost financial foundation

6.1.1.2. Dividing marketing to many group of buyers

6.1.2. Targeting

6.1.2.1. Consider and evaluate each segments

6.1.2.2. Select one or more

6.1.2.3. depending on profitable potetials

6.1.3. Differentiation

6.1.3.1. How company create values for target customers

6.1.3.2. How company different with their competitors

6.1.4. Positioning

6.1.4.1. How company want to stand out in customer's mind

6.2. segmenting consumer markets

6.2.1. Geographic Segmentation

6.2.1.1. dividing market to different places

6.2.1.2. EXAM: Yukon Brewing

6.2.1.2.1. Yukoners were used to drinking beer from a can

6.2.1.2.2. changed their packaging to cans

6.2.1.2.3. the product took off

6.2.2. Demographic segmentation

6.2.2.1. Divide markets based on demographic factors

6.2.2.2. Consist of

6.2.2.2.1. age and life cycle

6.2.2.2.2. Gender

6.2.2.2.3. Household Income (HHI) segmentation

6.2.2.2.4. Ethnic and cultural group

6.2.3. Psychographic segmentation

6.2.3.1. social class

6.2.3.2. lifestyle

6.2.3.2.1. Anthropologie

6.2.3.3. personality

6.2.3.3.1. Mountain Dew

6.2.3.3.2. Coca-Cola Zero

6.2.4. Behavioural segmentation

6.2.4.1. Based on

6.2.4.1.1. knowledge

6.2.4.1.2. attitudes

6.2.4.1.3. uses

6.2.4.1.4. responses

6.2.4.1.5. product

6.2.4.2. Occasion segmentation

6.2.4.3. Benefit segmentation

6.2.4.4. User status

6.2.4.4.1. non-users

6.2.4.4.2. ex-users

6.2.4.4.3. potential users

6.2.4.4.4. firsttime users

6.2.4.4.5. regular users

6.2.4.5. Usage rate

6.2.4.5.1. Low

6.2.4.5.2. Medium

6.2.4.5.3. High

6.2.4.6. Loyalty status

6.2.4.6.1. Apple or Adidas

6.2.5. Using Multiple Segmentation Bases

6.2.6. Segmenting Business Markets

6.2.6.1. Based on

6.2.6.1.1. operating characteristics

6.2.6.1.2. purchasing approaches

6.2.6.1.3. situational factors

6.2.6.1.4. personal characteristics.

6.2.6.2. Starbucks

6.2.6.2.1. Starbucks Office Coffee Solutions

6.2.6.2.2. The Starbucks Foodservice

6.2.7. Segmenting International Markets

6.2.7.1. Coca-Cola and Sony

6.2.8. 5 requirements

6.2.8.1. Measurable

6.2.8.2. Accessible

6.2.8.3. Substantial

6.2.8.4. Differentiable

6.2.8.5. Actionable

6.3. Market targeting

6.3.1. Evaluating Market Segments

6.3.1.1. segment size and growth

6.3.1.2. segment structural attractiveness

6.3.1.3. company objectives and resources

6.4. how companies

6.4.1. Evaluating target segments

6.4.1.1. collecting and analyzing data

6.4.1.1.1. current segment sales

6.4.1.1.2. growth rates

6.4.1.1.3. expected profitability for various segments

6.4.1.2. figuring out which ones have

6.4.1.2.1. the “right” size

6.4.1.2.2. growth characteristics.

6.4.1.3. examine major factors

6.4.1.3.1. competitors

6.4.1.3.2. New entrants

6.4.1.3.3. substitute products

6.4.1.3.4. relative power of buyers

6.4.1.3.5. power of suppliers

6.4.2. Selecting target segments

6.4.2.1. Target market

6.4.2.2. different levels

6.4.2.2.1. undifferentiated marketing

6.4.2.2.2. Differentiated Marketing

6.4.2.2.3. Concentrated Marketing

6.4.2.2.4. Micro marketing

6.4.3. Choosing a Targeting Strategy

6.4.3.1. depends on

6.4.3.1.1. company resources.

6.4.3.1.2. product variability

6.4.3.1.3. market variability

6.4.3.1.4. competitors’ marketing strategies

6.4.4. differentiate and position their products

6.4.4.1. Positioning maps

6.4.4.2. consists of three steps

6.4.4.2.1. identifying Possible competitive advantages

6.4.4.2.2. choose a particular competitive advantage

6.4.4.2.3. selecting an overall positioning strategy.

6.4.4.3. Positioning satement

6.4.4.3.1. Target

6.4.4.3.2. Frame of Reference

6.4.4.3.3. Point of Difference

6.4.4.3.4. Reason to believe

7. UNDERSTANDING CUSTOMER AND BUSINESS BUYER BEHAVIORS

7.1. Consumer buyer behavior

7.1.1. Cultural Factors

7.1.1.1. 3 affecting factors

7.1.1.1.1. Culture

7.1.1.1.2. Subculture

7.1.1.1.3. Social class

7.1.1.2. crosscultural marketing

7.1.1.2.1. practice of

7.1.1.2.2. EXAM: McDonald’s

7.1.2. Social Factors

7.1.2.1. GROUP AND SOCIAL NETWORKS

7.1.2.1.1. membership groups

7.1.2.1.2. reference groups

7.1.2.1.3. Word-of-mouth influence

7.1.2.2. FAMILY

7.1.2.2.1. the most important consumer buying organization in society

7.1.2.2.2. What marketing interested in ?

7.1.2.3. ROLES AND STATUS

7.1.2.3.1. Including

7.1.2.3.2. "People usually choose products appropriate to their roles and status"

7.1.2.3.3. EXAMPLE

7.1.3. Personal Factors

7.1.3.1. AGE AND LIFE-CYCLE STAGE

7.1.3.1.1. AGE

7.1.3.1.2. LIFE STAGE

7.1.3.2. OCCUPATION

7.1.3.2.1. Blue-collar workers

7.1.3.2.2. executives

7.1.3.3. ECONOMIC SITUATION

7.1.3.3.1. What marketer do

7.1.3.4. LIFESTYLE

7.1.3.4.1. person’s pattern of living

7.1.3.4.2. Express their own psychographics

7.1.3.4.3. AIO demensions

7.1.3.4.4. In marketing

7.1.3.5. PERSONALITY AND SELF-CONCEPT

7.1.3.5.1. Personality

7.1.3.5.2. brand personality

7.1.4. Psychological Factors

7.1.4.1. MOTIVATION

7.1.4.1.1. biological

7.1.4.1.2. psychological

7.1.4.1.3. 2 types of popular theories

7.2. Business market

7.3. Buying situations

7.3.1. Straight Rebuy

7.3.2. Modified Rebuy

7.3.3. New Task

7.3.4. Systems Selling

8. DEVELOPING AND MANAGING PRODUCTS

8.1. WHAT IS PRODUCT

8.2. EXAMPLE

8.2.1. Iphone

8.2.1.1. Core value

8.2.1.2. Actual product

8.2.1.3. Augmented product

8.2.2. Technology adoption life cycle

8.2.2.1. Innovators

8.2.2.2. Early Adopters

8.2.2.3. Early Majority

8.2.2.4. Late Majority

8.2.2.5. Laggards

8.3. New product developmet

8.3.1. MOST NEW PRODUCTS FAIL

8.3.2. Idea Generatin

8.3.2.1. Internal

8.3.2.2. Crowdsourcing

8.3.2.3. External

8.3.3. Idea Screening

8.3.3.1. Keep good, drop poor

8.3.4. Concept Development and Testing

8.3.4.1. Product Concept

8.3.4.2. Concept Testing

8.3.5. Marketing strategy development

8.3.6. Business analysis

8.3.7. Product development

8.3.8. Test-Marketing

8.3.9. Commercialization

8.4. Product and Service Decisions

8.4.1. Product Decisions

8.4.1.1. Physical attributes

8.4.1.2. Packaging

8.4.1.3. Labelling

8.4.1.4. Sustainable Packaging

8.4.1.5. Product Support Services

8.4.1.6. Design And Packaging

8.4.1.7. Product Line

8.4.1.8. Product Mix

8.4.1.9. Fill product line

8.4.2. Services Marketing

8.4.2.1. How service differentiate with products

8.4.2.2. AIR CANADA

8.4.2.2.1. Intangibility

8.4.2.2.2. Variability

9. BRAND STRATEGY AND MANAGEMENT

9.1. Brand ?

9.1.1. combination

9.1.2. Trademarks

9.1.2.1. Name, symbols,

9.1.2.2. GAP changed logo but customers didn't like it

9.1.2.3. KFC

9.1.2.4. Tropicana

9.1.3. Brand relationship

9.1.4. Brand meaning

9.1.4.1. "Brand is more than names and symbols"

9.1.4.2. Volvo

9.2. Brand characteristics

9.2.1. Logos

9.2.2. Personality

9.2.2.1. Coca-Cola is traditional

9.2.2.2. Pepsi is youthful

9.2.2.3. Apple is stylish and hip

9.2.2.4. Starbucks is sophisticated

9.2.2.5. Ford is reliable

9.2.3. Equity

9.3. Brand strategy and management

9.3.1. Brand name selection

9.3.1.1. suggest something

9.3.1.2. easy to

9.3.1.2.1. pronounce

9.3.1.2.2. recognize

9.3.1.2.3. , and remember

9.3.1.3. be distinctive

9.3.1.4. be extendable

9.3.1.5. be pronounceable in many language

9.3.1.6. registration and protection as a trademark.

9.3.2. Brand positioning

9.3.3. Brand sponsorship

9.3.3.1. National brands

9.3.3.1.1. Samsung

9.3.3.2. Private brands

9.3.3.3. Licensing

9.3.3.3.1. Licensing Expo

9.3.3.4. Co-branding

9.3.3.4.1. CIBC and Air Canada joined forces to create the Aeroplan Visa card

9.3.3.5. Brand development

9.3.3.5.1. Line extensions

9.3.3.5.2. Brand extensions

9.3.3.5.3. Multibranding

9.3.3.5.4. New Brands

9.3.3.5.5. Ongoing brand management

9.4. Brand communications

9.4.1. Brand touchpoints

9.4.2. Brand experience

9.4.3. Brand Icon

9.4.3.1. Volkswagen Beetle and a Corvette Stingray.

9.4.3.2. Coca-Cola’s red and white swoosh

9.4.4. Brand characters

9.4.5. Brand Ambassadors

9.4.6. Brand Stories

9.4.7. Branded Content

9.4.8. Branded Entertainment

9.4.9. Brand and social media

9.4.10. Brand Advocates

10. NOTE

11. COMMUNICATING CUSTOMER VALUES: ADVERTISING AND PR

11.1. The promotion mix

11.1.1. Advertising

11.1.1.1. Broadcast

11.1.1.2. Print

11.1.1.3. Internet

11.1.1.4. Mobile

11.1.1.5. Ourdoor

11.1.2. Sales promotion

11.1.2.1. Discount

11.1.2.2. Coupouns

11.1.2.3. Display

11.1.2.4. Demonstration

11.1.3. Personal selling

11.1.3.1. Sales representation

11.1.3.2. trade show

11.1.3.3. Incentive program

11.1.4. Public relations

11.1.4.1. Sponsorship

11.1.4.2. Event

11.1.4.3. Webpage

11.1.5. Direct and digital marketing

11.1.5.1. Mail

11.1.5.2. Catalogue

11.1.5.3. Online and Social Media

11.1.5.4. Mobile Marketing

11.2. Integrated marketing communications

11.2.1. New Marketing communication model

11.2.1.1. consumers are changing

11.2.1.2. marketing strategies are changing

11.2.1.3. digital technology

11.2.2. Characters

11.2.2.1. recognizing all touch points

11.2.2.2. company’s messages and images

11.3. Shaping the overall promotion mix

11.3.1. Promotion tools

11.3.1.1. ADVERTISING

11.3.1.1.1. Advantage

11.3.1.1.2. Disadvantage

11.3.1.2. PERSONAL SELLING

11.3.1.2.1. Advantage

11.3.1.2.2. Disadvantage

11.3.1.3. SALES PROMOTION

11.3.1.3.1. Advantage

11.3.1.3.2. Disadvantage

11.3.1.4. PUBLIC RELATIONS

11.3.1.4.1. Advantage

11.3.1.5. DIRECT AND DIGITAL MARKETING

11.3.1.5.1. Advantage

11.3.2. Promotion strategies

11.3.2.1. push strategy

11.3.2.2. pull strategy

11.4. Advertising

11.4.1. setting advertising objectives

11.4.1.1. Informative advertising

11.4.1.2. Persuasive advertising

11.4.1.3. comparative advertising

11.4.1.4. Reminder advertising

11.4.2. setting the advertising budget

11.4.2.1. affordable method

11.4.2.2. Percentage-of-Sales Method

11.4.2.3. Competitive-Parity Method

11.4.2.4. Objective-and-Task Method

11.4.3. developing advertising strategy

11.4.3.1. message decisions

11.4.3.1.1. BREAKING THROUGH THE CLUTTER

11.4.3.1.2. MERGING ADVERTISING AND ENTERTAINMENT

11.4.3.1.3. MESSAGE STRATEGY

11.4.3.1.4. MESSAGE EXECUTION

11.4.3.1.5. CONSUMER-GENERATED CONTENT

11.4.3.2. media decisions

11.4.3.2.1. determining reach, frequency, impact, and engagement

11.4.3.2.2. choosing among major media types;

11.4.3.2.3. selecting specific media vehicles

11.4.3.2.4. choosing media timing

11.4.4. evaluating advertising campaigns