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

2.1.3.1. printed

2.1.3.2. 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

2.3.1.1. media

2.3.1.1.1. news releases

2.3.1.2. employee

2.3.1.3. community

2.3.1.4. industry

2.3.1.5. government

2.3.2. housekeeping

2.3.2.1. issues management

2.3.2.2. crises management

3. naming

3.1. company

3.1.1. ideas

3.1.1.1. what to convey

3.1.1.2. available

3.1.1.3. easy

3.1.1.3.1. to spell

3.1.1.3.2. to say

3.1.1.4. original

3.1.1.5. universal

3.1.1.6. memorable

3.1.1.7. 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

4.2.3.1. reception

4.2.3.2. desk space

4.2.3.3. meeting room

4.3. online

4.3.1. website

4.3.1.1. themes

4.3.1.1.1. scratch area

4.3.1.1.2. some freebies

4.3.1.1.3. tools

4.3.1.1.4. no left-hand navigation

4.3.1.2. phases

4.3.1.2.1. phase 1

4.3.1.2.2. phase 2

4.3.1.2.3. phase 3

4.3.2. email

4.3.2.1. incoming

4.3.2.1.1. response times

4.3.2.2. outgoing

4.3.2.2.1. tone

4.3.2.2.2. greeting

4.3.2.2.3. signature

5. customer service

5.1. services

5.2. service

5.2.1. cycle

5.2.1.1. establish contact

5.2.1.2. build rapport

5.2.1.3. present service

5.2.1.4. make sale

5.2.1.5. complete transaction

5.2.1.6. deliver service

5.2.1.7. monitor customer satisfaction

5.2.1.8. follow-up after sale

5.2.1.8.1. assess

5.2.1.8.2. confirm

5.2.1.8.3. ask for future business

5.2.2. benchmarking

5.2.3. improving

5.2.3.1. make gaurantee

5.2.3.2. note and overcome dissatisfaction

5.2.3.3. think every step improve customer

5.2.3.4. evaluate service

5.2.4. customer service environment

5.2.4.1. get to know them

5.2.4.2. reward good service

5.2.4.3. anticipate

5.2.4.4. communicate

5.2.4.5. thank customers

5.2.4.6. encourage requests

5.2.4.7. bend rules

5.2.4.8. extra services

5.2.4.9. dealing with BKJ highlight of their day!

5.2.4.10. teach customers to expect good service

5.3. types of customers

5.3.1. best

5.3.2. relationship

5.3.2.1. loyalty

5.3.2.2. commitment

5.3.3. transaction

5.3.3.1. price

5.3.4. toxic

5.4. referral

6. sales

6.1. stages

6.1.1. preparation

6.1.1.1. knowledge

6.1.1.1.1. service

6.1.1.1.2. prospect

6.1.1.1.3. your sales goal

6.1.1.2. presentation

6.1.2. awareness

6.1.2.1. gain positive awareness

6.1.3. interest

6.1.3.1. generate interest

6.1.4. desire

6.1.4.1. convey value

6.1.5. decision

6.1.5.1. understand the cycle

6.1.5.2. 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

6.3.4.1. ready made contract

6.3.4.2. add unexpected value

6.3.4.3. make first step of loyalty

6.4. scenarios

6.4.1. walk-in

6.4.2. cold calls

6.4.2.1. use of reference

6.4.2.2. convey customer benefit

6.4.2.3. assumptive approach

6.4.3. letters

6.4.4. presenting product

6.4.4.1. describe service

6.4.4.1.1. benefits features

6.4.4.1.2. solve problems

6.4.4.1.3. provide opportunities

6.4.4.2. a few major points

6.4.4.2.1. can relate to

6.4.4.2.2. and remember

6.4.4.3. entertaining

6.4.4.4. ask, then listen

6.4.4.5. show, don't tell

6.4.4.6. pre-empt objections

6.4.4.6.1. lack of belief

6.4.4.6.2. lack of trust

6.4.4.6.3. preference to competitor

6.4.4.6.4. concern over cost

6.5. stages

6.5.1. selling

6.5.2. prospect ready to buy

6.5.2.1. ask for the order

6.5.2.2. ask for the order

6.5.2.3. ask for the order

6.5.2.4. make buying assumption

6.5.2.5. gain agreement how delivered

6.5.2.5.1. 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

9.1.1.1. size

9.1.1.2. history

9.1.1.2.1. consultancy experience

9.1.1.3. sector

9.1.1.3.1. private

9.1.1.3.2. public

9.1.1.4. the 'ics

9.1.1.4.1. demographic

9.1.1.4.2. geographic

9.1.1.4.3. psychographic

9.1.1.4.4. geodemographics

9.1.1.5. key people

9.1.1.5.1. ownership

9.1.1.5.2. decision makers

9.1.2. trigger

9.1.2.1. right-sizing

9.1.2.1.1. reducing

9.1.2.1.2. growing

9.1.2.2. replacing in-house teams

9.1.2.3. acquisitions

9.1.2.4. control costs

9.1.2.5. mergers

9.1.2.6. maturity model

9.1.2.7. setting-up

9.1.2.8. new starter/induction

9.1.2.9. material for comms

9.1.2.10. new IT

9.1.2.10.1. already procured

9.1.2.10.2. to be procured

9.1.3. behaviour

9.1.3.1. habits

9.1.3.1.1. business analysis

9.1.3.1.2. mission statement

9.1.3.1.3. flowcharting

9.1.3.1.4. process maps

9.1.3.1.5. transformation

9.1.3.2. mindsets

9.1.4. prioritise

9.1.5. timing

9.2. products

9.2.1. new ideas

9.2.1.1. features

9.2.1.1.1. inspire

9.2.1.1.2. value

9.2.1.2. fit

9.2.1.2.1. brand

9.2.1.2.2. expertise

9.2.1.2.3. market

9.3. competitors

9.3.1. types

9.3.1.1. consultancies

9.3.1.1.1. business analysis

9.3.1.1.2. project management

9.3.1.1.3. management

9.3.1.2. in-house teams

9.3.1.3. freelance resources

9.3.2. basis of competition

9.3.2.1. price

9.3.2.2. not-price

9.3.2.2.1. quality

9.3.2.2.2. prestige

9.3.2.2.3. service

9.3.2.2.4. repututation

9.3.2.2.5. location

9.3.2.2.6. uniqueness of offering

9.3.2.2.7. convenience

9.3.3. SWOT analysis

9.4. market

9.4.1. types

9.4.1.1. consultancy

9.4.1.1.1. transformation

9.4.1.1.2. internal comms

9.4.1.2. product templates

9.4.1.3. training

9.4.1.4. facilitation

9.4.2. size

9.4.2.1. by geographic

9.4.2.2. by customer profile

9.4.2.3. by product sales

9.4.3. share

9.4.3.1. sales

9.4.3.1.1. unit sales

9.4.3.1.2. total sales volume

9.4.3.2. customer

9.4.3.2.1. potential customers

9.4.3.3. opportunity

9.4.4. trends

9.4.4.1. increasing

9.4.4.2. 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

12.1.5.1. 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

13.2.6.1. product

13.2.6.2. distribution

13.2.6.3. pricing

13.2.6.4. 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!