MMK101- 2

MMK101- 2

1. Week 6

   • Product
     • 3 Levels
       • Core customer value
         • Actual product
           • Augmented product
     • Product Line
       • Depth
       • Product line filling
       • Product line stretching
     • Services
       • Intangibility
       • Inseparability
       • Variability
       • Perishabitilty
     • New Product development process
       • 1- Idea generation
         • 2- Idea screening
           • 3- Concept development and testing
             • 4- Marketing strategy development
               • 5- Business analysis
                 • 6- Product development
                   • 7- Testing marketing
                     • 8- Commercialization
     • Product life cycle

2. Week 7

   • Price
     • Pricing strategy
       • Customer value based
       • Cost based
       • Competition based
     • New product pricing strategy
       • Market skimming
       • Market penetration
     • Price ceiling/ Price floor

3. Week 8

   • Place
     • Place management
     • Channel length
       • Channel conflict
         • Vertical conflict
         • Horizontal conflict

4. Week 9

   • Promotion
     • Advertising
       • Personal selling
         • Sales promotion
           • Public relations
             • Direct and digital marketing
     • Promotion metrics
       • Awareness
       • Audience reach
       • Brand knowledge

5. Week 10

   • Sustainable marketing
     • Social criticisms
       • 1- Marketing impacts individuals
         • 2- Marketing impacts society
           • 3- Marketing impacts business
             • Monopolies
           • False wants
         • High prices
     • Legal compliance
       • Contract and consumer law
       • Marketing communications compliance
       • Intellectual property law (IP)

Bilder und Dateien der Mindmap