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Marketing Operational Process (PDVA) by Mind Map: Marketing Operational
Process (PDVA)
5.0 stars - 1 reviews range from 0 to 5

Marketing Operational Process (PDVA)

To understand: What is my marketing mix? How to implement the marketing plan? How to control it? How to improve it?

Marketing plan

Objective: to translate the strategic marketing process into actions

Marketing Mix

Product (offering), Product, Concept, User, Distinctive characteristics, Related services, Producer, Levels, Hierarchy, Classification, Durability and tangibility, Consumer goods, Industrial goods, Lifecycle, Phases, Introduction, Growth, Maturity, Decline, Lifecycle determinants, Diffusion process, Competitors' moves, Technological evolution, Brand, Traits, Vocabulary, Importance, Decisions, Selection, Protection, Extension, Sponsoring, Service, Concept, User, Distinctive characteristics, Related services, Ideas, Enlarged product, Information, Package, Communication, Protection, Easiness of use, Label, Communication, Identification, Promotion, Experience, Drivers, Value co-creation (interactivity), Hedonistic lifestyle (pleasure), Social networks (word of mouth), Information (internet+education), Evolution, Phases, Experience (stimuli) design, Content (what), Visceral design, Reflective design, Behavioral design, Context (how), Channel (where), Experience (stimuli) delivery and auditing, Touchpoints, Expereince (stimuli) management, Customer reactions, Word of mouth, Loyalty, Co-creation

Price, Drivers, Cost, Customer value (market value), Competitors, Legal considerations, Lifecycle phase, Enlarged product (services), Distribution channel, Policy (decisions), Price positioning, Price variability, Price connection with product lifecycle, Phases, Objectives, Maximize market share, Maximize profit, Improve image and loyalty, Survival, Determine demand, Elastic, Inelastic, Calculate costs, Overhead, Variable, Analyze competitors, Select pricing method, Cost plus, Mark-up, Break-even, Target return, Market, Competitors, Mixed, Select final price, Price tactics, Discounts on list price, Product line pricing, Price manouvers, Real time, Dynamic pricing, Auctions, Negotiation, Reverse buying, Yield management, Group pricing

Place, Intermediaries (B2B), Sales agent, Broker, Distributor, OEM/VAR, Service channels, Retailing (B2C), Enlarged product, Decision process, Pull or Push decision, Service level, Objectives and constrains, Alternatives identification, Channel type, Channel size, Channel responsibilities, Alternatives evaluation, Transport method, Number and location of WH, WH management and control, Order processing system, Production schedulling, Distribution channel management, Selection & formation, Motivation, Communication, Evaluation, Evolution, Internet, Multichannel, Efficient consumer response

Promotion, Phases, Codify message, Decodify message, Response, Feedback, Classification, Internal communication, Employees, External communication, Institutional, Commercial, Personal selling, Process, Identify target audience, Determine communication objectives, Establish budget, Design the message, Content, Structure, Format, Source, Personal, Sales agents, Social networks, Impersonal, Traditional media, Internet, Mobile, Gaming, Communication mix, Advertising, Product, Brand, Institutional, Promotion, Direct marketing, Public relations, Internal, External, Personal selling, POS, Merchandising, POS material, Press, Process management, Push, Pull, Result measurement, Pre-test, Post-test

Marketing effort

Decision variables (under control): Quality (Product) Price Service level (Place) Advertising and promotion costs   Environmental variables (no control): Political-Institutional Economic-physical Socio-cultural Technological Environmental Legal Competitors' moves


Monitoring and control

Marketing information systems

To monitor the results of the marketing plan implementation  

Market research

Data analysis

Market intelligence

Reporting system

Marketing control systems

To control the coherence of my company's strategic objectives with the marketing plan   The most important difference with Management Control Systems is that Marketing Control Systems focuses more on the external information (competitors and market)

Areas of responsibility, Corporate marketing, Strategic control, Production marketing, Trade marketing, Annual plan control, Sales, Market share, Credit situation, Expense to sales ratio, Financial outcomes, Other, Market-based, Customer-based, Profitability and cash flow control, Profitability, Cash flow, Efficiency control, Promotion, Distribution, Sales force, Advertising

Phases, Plan, Marketing CSF, KPI definition, Do, Verify, Evaluation frequency, Report format, Act

New marketing control systems, Trends, Value co-creation, Multichannel communication, Customer Experience Management, Brand management, CSF, Customer behavior measurement, Customized experience design, Campaign-based, Web/mobile, Social networks, Customer-based, AAU, Awareness, Attitudes, Usage, Brand equity, BAV, Aaker, Moran, Customer lifetime value

Corrective actions