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Solomon Chapter 1 by Mind Map: Solomon Chapter 1
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Solomon Chapter 1

Marketing is all about delivering value to everyone who is affected by a transaction Marketers is a wide job, found in many types of firms (charities, universities, health care,...) in many different roles (Advertising, International Marketing, Sales and Sales Management,...) What can be marketed? Consumer Goods and Services, Business-to-Business Goods and Services, Not-for-Profit Marketing, Idea, Place and People Marketing

Is about

Exchange Relationships

Meeting Needs

There is a benefit when a product satisfies a need or want. Couple desire with buying power = demand



Creating utility and value

Utility, Form Utility, Place Utility, Time Utility, Possession Utility



Production era

Selling era

Consumers' era

New era

Customer relationship management

Social benefits, Satisfy environmental and social needs

Business ethics


Accountability, Imagine value, Strategic marketing investment, Value proposition, Marketing Mix, Predict value, Analogies and scenarios, Simulations of the future, Extrapolations from the past, Demonstrate value, Profitable revenues, Marketing costs utilisation, Customer's response


Marketing mix

4P's, Price, Place, Promotion, Product


Sellers' perspective

Calculating consumers' value

Providing value to Stakeholders, Distinctive Competency, Differential Benefit, Competitive Advantage

Adding value, Value Chain, 1. Making Marketing Value Decisions, 2. Understanding consumer's value needs, 3. Creating the Value Proposition, 4. Communicating the Value Proposition

Consumers' generated value

Customers' perspective

After having narrowed the choice, decision is affected by ratio costs/benefits

Society persperctive

Dark Side of Marketing and Consumer Behaviour

Addictive Consumption

Exploited People

Illegal Activities