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. putting together a communication

9.1. define goal

9.2. creative brief

9.3. benefits not features

9.4. success criteria

9.5. budget

10. budget

10.1. arbituary

10.2. competitive parity

10.3. goal-oriented

10.4. %sales

11. ten ideas

11.1. best

11.1.1. know your elevator speech

11.1.2. make great product before great ad

11.1.3. sweat the big stuff- ad headline

11.1.4. sweat the little stuff- the detail

11.1.5. say what you mean believe in your service

11.1.6. make new customers, cherish the old

11.1.7. like your customers

11.1.8. increase value before lowering prices

11.1.9. breakdown barriers

11.1.10. get continously better at what you do best

11.2. worst

11.2.1. fight bad business with good ads

11.2.2. run kitchen sink ads

11.2.3. portray customer as fool

11.2.4. save best for last

11.2.5. change logo too often

11.2.6. build it and trust they will come

11.2.7. move too fast without plan

11.2.8. think people will care 'under new management'

11.2.9. believe pie in online sky

11.2.10. believe customer is captive

12. products

12.1. creative strategy

12.1.1. target market

12.1.2. benefit to the market

12.1.3. how present identity to market

12.2. marketing plan

12.2.1. state business purpose

12.2.2. define market situation

12.2.3. set goals and objectives

12.2.4. define your market

12.2.5. advance your position, brand and creative strategy

12.2.6. set your marketing strategies product distribution pricing promotion

12.2.7. outline your tactics

12.2.8. establish your budget

12.2.9. blueprint your action plan

12.2.10. think long term

12.2.11. use your plan!

13. research

13.1. customer

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

13.1.2. 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

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

13.1.4. prioritise

13.1.5. timing

13.2. products

13.2.1. new ideas features inspire value fit brand expertise market

13.3. competitors

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

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

13.3.3. SWOT analysis

13.4. market

13.4.1. types consultancy transformation internal comms product templates training facilitation

13.4.2. size by geographic by customer profile by product sales

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

13.4.4. trends increasing decreasing

13.4.5. cycle

13.5. non-customers