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marketing theory by Mind Map: marketing theory
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marketing theory

literature

brochures

newsletters

campaigns

advertising

printed

broadcasting

direct, printed, email

on business material

promotions

trade shows

cross promotion

co-operative

pr

relations, media, news releases, employee, community, industry, government

housekeeping, issues management, crises management

naming

company

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

channels

phone

pick-up

voicemail

face-to-face

parking

front door

office, reception, desk space, meeting room

online

website, themes, scratch area, some freebies, tools, indexhibit, mash-up, mind42, twitter, skype, no left-hand navigation, phases, phase 1, mission map, templates, phase 2, shopping cart, for services?, for templates, screen casts, me writing, map walks, me voiceover, auto play, horizontal format, twitter, phase 3, mobile

email, incoming, response times, outgoing, tone, greeting, signature

customer service

services

service

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

benchmarking

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

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

types of customers

best

relationship, loyalty, commitment

transaction, price

toxic

referral

sales

stages

preparation, knowledge, service, know it, .. in a sentence, prospect, use, website, brochures, associates, what message ready to receive, your sales goal, presentation

awareness, gain positive awareness

interest, generate interest

desire, convey value

decision, understand the cycle, who are decision makers

sale!

funnel

aims

exceed customer value expecations

loyalty

trust

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

scenarios

walk-in

cold calls, use of reference, convey customer benefit, assumptive approach

letters

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

stages

selling

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

distribution

online

hard copy

EPS printing

product development

new products to new customers

existing products to new customers

new products to existing customers

existing products to existing customers

research

customer

type, size, history, consultancy experience, have used, good experience, bad experience, have not used, sector, private, public, the 'ics, demographic, geographic, psychographic, geodemographics, key people, ownership, lifestyle, decision makers

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

behaviour, habits, business analysis, mission statement, flowcharting, process maps, transformation, mindsets

prioritise

timing

products

new ideas, features, inspire, do, don't, value, add, do not add, fit, brand, expertise, market

competitors

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

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

SWOT analysis

market

types, consultancy, transformation, project management, business analysis, internal comms, product templates, training, facilitation

size, by geographic, by customer profile, by product sales

share, sales, unit sales, total sales volume, customer, potential customers, opportunity

trends, increasing, decreasing

cycle

non-customers

budget

arbituary

competitive parity

goal-oriented

%sales

putting together a communication

define goal

creative brief

benefits not features

success criteria

budget

ten ideas

best

know your elevator speech

make great product before great ad

sweat the big stuff- ad headline

sweat the little stuff- the detail

say what you mean, believe in your service

make new customers, cherish the old

like your customers

increase value before lowering prices

breakdown barriers

get continously better at what you do best

worst

fight bad business with good ads

run kitchen sink ads

portray customer as fool

save best for last

change logo too often

build it and trust they will come

move too fast without plan

think people will care 'under new management'

believe pie in online sky

believe customer is captive

products

creative strategy

target market

benefit to the market

how present identity to market

marketing plan

state business purpose

define market situation

set goals and objectives

define your market

advance your position, brand and creative strategy

set your marketing strategies, product, distribution, pricing, promotion

outline your tactics

establish your budget

blueprint your action plan

think long term

use your plan!