marketing theory

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marketing theory by Mind Map: marketing theory

1. literature

1.1. brochures

1.2. newsletters

2. campaigns

2.1. advertising

2.1.1. printed

2.1.2. broadcasting

2.1.3. direct printed email

2.1.4. on business material

2.2. promotions

2.2.1. trade shows

2.2.2. cross promotion

2.2.3. co-operative

2.3. pr

2.3.1. relations media news releases employee community industry government

2.3.2. housekeeping issues management crises management

3. naming

3.1. company

3.1.1. ideas what to convey available easy to spell to say original universal memorable can I live and grow?

4. channels

4.1. phone

4.1.1. pick-up

4.1.2. voicemail

4.2. face-to-face

4.2.1. parking

4.2.2. front door

4.2.3. office reception desk space meeting room

4.3. online

4.3.1. website themes scratch area some freebies tools no left-hand navigation phases phase 1 phase 2 phase 3

4.3.2. email incoming response times outgoing tone greeting signature

5. customer service

5.1. services

5.2. service

5.2.1. cycle establish contact build rapport present service make sale complete transaction deliver service monitor customer satisfaction follow-up after sale assess confirm ask for future business

5.2.2. benchmarking

5.2.3. improving make gaurantee note and overcome dissatisfaction think every step improve customer evaluate service

5.2.4. customer service environment get to know them reward good service anticipate communicate thank customers encourage requests bend rules extra services dealing with BKJ highlight of their day! teach customers to expect good service

5.3. types of customers

5.3.1. best

5.3.2. relationship loyalty commitment

5.3.3. transaction price

5.3.4. toxic

5.4. referral

6. sales

6.1. stages

6.1.1. preparation knowledge service prospect your sales goal presentation

6.1.2. awareness gain positive awareness

6.1.3. interest generate interest

6.1.4. desire convey value

6.1.5. decision understand the cycle who are decision makers

6.1.6. sale!

6.2. funnel

6.3. aims

6.3.1. exceed customer value expecations

6.3.2. loyalty

6.3.3. trust

6.3.4. make it easy ready made contract add unexpected value make first step of loyalty

6.4. scenarios

6.4.1. walk-in

6.4.2. cold calls use of reference convey customer benefit assumptive approach

6.4.3. letters

6.4.4. presenting product describe service benefits features solve problems provide opportunities a few major points can relate to and remember entertaining ask, then listen show, don't tell pre-empt objections lack of belief lack of trust preference to competitor concern over cost

6.5. stages

6.5.1. selling

6.5.2. prospect ready to buy ask for the order ask for the order ask for the order make buying assumption gain agreement how delivered schedule

7. distribution

7.1. online

7.2. hard copy

7.2.1. EPS printing

8. product development

8.1. new products to new customers

8.2. existing products to new customers

8.3. new products to existing customers

8.4. existing products to existing customers

9. research

9.1. customer

9.1.1. type size history consultancy experience sector private public the 'ics demographic geographic psychographic geodemographics key people ownership decision makers

9.1.2. trigger right-sizing reducing growing replacing in-house teams acquisitions control costs mergers maturity model setting-up new starter/induction material for comms new IT already procured to be procured

9.1.3. behaviour habits business analysis mission statement flowcharting process maps transformation mindsets

9.1.4. prioritise

9.1.5. timing

9.2. products

9.2.1. new ideas features inspire value fit brand expertise market

9.3. competitors

9.3.1. types consultancies business analysis project management management in-house teams freelance resources

9.3.2. basis of competition price not-price quality prestige service repututation location uniqueness of offering convenience

9.3.3. SWOT analysis

9.4. market

9.4.1. types consultancy transformation internal comms product templates training facilitation

9.4.2. size by geographic by customer profile by product sales

9.4.3. share sales unit sales total sales volume customer potential customers opportunity

9.4.4. trends increasing decreasing

9.4.5. cycle

9.5. non-customers

10. budget

10.1. arbituary

10.2. competitive parity

10.3. goal-oriented

10.4. %sales

11. putting together a communication

11.1. define goal

11.2. creative brief

11.3. benefits not features

11.4. success criteria

11.5. budget

12. ten ideas

12.1. best

12.1.1. know your elevator speech

12.1.2. make great product before great ad

12.1.3. sweat the big stuff- ad headline

12.1.4. sweat the little stuff- the detail

12.1.5. say what you mean believe in your service

12.1.6. make new customers, cherish the old

12.1.7. like your customers

12.1.8. increase value before lowering prices

12.1.9. breakdown barriers

12.1.10. get continously better at what you do best

12.2. worst

12.2.1. fight bad business with good ads

12.2.2. run kitchen sink ads

12.2.3. portray customer as fool

12.2.4. save best for last

12.2.5. change logo too often

12.2.6. build it and trust they will come

12.2.7. move too fast without plan

12.2.8. think people will care 'under new management'

12.2.9. believe pie in online sky

12.2.10. believe customer is captive

13. products

13.1. creative strategy

13.1.1. target market

13.1.2. benefit to the market

13.1.3. how present identity to market

13.2. marketing plan

13.2.1. state business purpose

13.2.2. define market situation

13.2.3. set goals and objectives

13.2.4. define your market

13.2.5. advance your position, brand and creative strategy

13.2.6. set your marketing strategies product distribution pricing promotion

13.2.7. outline your tactics

13.2.8. establish your budget

13.2.9. blueprint your action plan

13.2.10. think long term

13.2.11. use your plan!