Mindmap
Marketing
Inhalt der Mindmap
Marketing
3 C's
- Company
- Customer
- Concurrent
Research
- Techniques
- Scaling techniques
- Comparative scales
- Paired comparison
- this product or that... plus five or minus five...
- constant sum
- distribute sum among products
- rank order
- Q-sort and other comparison
- Paired comparison
- non-comparative scales
- Continues rating scales
- Itemised rating scales
- Likert
- 5, 7 (4, 6 in China, Singapore) strongly agree, agree, not sure, agree, strongly agree)
- semantic differential
- weak.... strong reach..... poor
- Stapel
- Likert
- Comparative scales
- Samlping methods
- probability sampling
- knowing the percent of being wrong
- stratified sampling
- cluster sampling
- systematic random sampling
- simple random sampling
- non-probability sampling
- convenience sampling
- judgemental sampling
- snowball sampling
- quota sampling
- probability sampling
- Scaling techniques
- Procedure
- 1. Define the target population
- 2. Determine the sampling frame
- 3. Select the sampling techniques
- 4. determine the sample size
- 5. Execute the sample process
- 6. Validate the sample
- 5. Execute the sample process
- 4. determine the sample size
- 3. Select the sampling techniques
- And what we need
- Biased data
- Unbiased data
- 2. Determine the sampling frame
- 1. Define the target population
- Techniques
Why to use distributors?
- they buy in bulk
- if consumer need a lot of different things
- B2B
- Product
- Supplies
- Service
- Repair
- B2B
Common B2B tendency
- Do not use distributors. Close gaps
STP
- Segment
- Target
- Positioning
B2B
- Relationship
- Actors
- Decision making
- Users
- Influences
- Deciders
- Approvers
- Buyers
- Gatekeepers
- Aiming meet their different needs
- Who interact with whom?
- Who missed in the interaction and can make the interaction better?
- Decision making
- Activities
- Which of these three factors dominate?
- Is it good? safe?
- Which of these three factors dominate?
- Resources
- how good bonds are&
- How to cement them even more?
- Studying relationship (Supplier - Customer)/ Both sides
- Not just Customer
- Actors
- A few major customers
- Relationship
Transactions
- 4 P's
- Product
- Intangible
- services
- association with brand
- services
- tangible
- goods
- core product
- Consumer products
- Convenience
- staple
- impulse
- emergency
- shopping
- Speciality
- Unsought
- we don't want to but hav eto buy
- dantist
- we don't want to but hav eto buy
- In a supermarkets promotion on the gondola ends
- Convenience
- Business goods
- Equipment (capital? accesseory)
- Raw material
- Semi-finished good
- Maintanance, repair and operating goods
- Component parts
- Business services
- Product portfolio (market share? market growth)
- Stars (high, high)
- Cash cows (high, low) Invest?
- Question marks (low, high) Divest? Invest?
- Dogs (low, low) Kill?
- Brand
- 4 C's
- Clarity
- Credibility
- Consistency
- Competitiveness
- otherwise, the repositioning is required
- 4 C's
- AD
- Lifestyle
- Humor
- Shock
- Testimonial
- Comparative
- Aimed to
- AIDA
- Attention
- Interest
- Desire
- Action
- Desire
- Interest
- Attention
- AIETA
- Attention
- Interest
- Evaluation
- Trial
- Adoption
- Trial
- Evaluation
- Interest
- Attention
- Attention
- Trial
- Reinforcement
- Trial
- AIDA
- Measuring AD effectiveness
- It's really hard to measure the AD effectiveness
- Share of expenditure
- Share of voice
- share of minds & hearts
- share of market
- share of minds & hearts
- Share of voice
- Product life cycle and users
- Innovators
- Early adopters
- Early majority
- Late majority
- Laggards
- Intangible
- Price
- economic
- price
- cost
- marketing
- price
- quality
- Strategies
- Follow the leader
- nearly the came
- loss leader
- sales at loss
- closed bid
- nobody knows the price except contractors
- Follow the leader
- economic
- Promotion
- Define segments and promote differently
- Segmenting factors
- demographic (age)
- socio-economic
- geographic
- Segmenting factors
- Define segments and promote differently
- Place
- Positioning
- 2-scale placement maps / perception map
- Positioning
- +3P''s for services marketing
- People
- Processes
- Blueprinting of a process
- Gap's between management point of view and customers
- Organisational hirarchy
- Points of bifurcation
- Known
- may be handled
- Unknown
- Can cause failures in providing a service
- Known
- Customer is partly an employee
- Visible part of service
- Can be tiresome if there is too much visible to customer
- Can be solved by reassuring customer, that everything is on the right way
- Can be tiresome if there is too much visible to customer
- Invisible part of service
- If there is something that goes wrong (not as expected) it may disappointing
- Can be solved by providing customer more information
- If there is something that goes wrong (not as expected) it may disappointing
- Visible part of service
- Gap's between management point of view and customers
- Blueprinting of a process
- Physical evidence
- More physical evidence of invisible services - more satisfaction - better service
- Optimisation of 4P's
- Product
- B2C mostly
- 4 P's
Network
- What are the surrounding actors?
- How to influence?
- What surrounding actors are missing?
Recovery schemes
- garanties
- potentional damage
- word of mouth
- fast conduction
- built into the process
Informationen
- Beschreibung
- Mindmap am Marketing, erstellt von Prohor Leykin am 10/10/2020.
- Erstellt von
- Prohor Leykin
- Aufrufe
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