Mind map

Marketing

Prohor Leykin English

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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
    - 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
  - 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
- 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
    - And what we need
      - Biased data
      - Unbiased data
Why to use distributors?
- they buy in bulk
- if consumer need a lot of different things
  - B2B
    - Product
    - Supplies
    - Service
    - Repair
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?
  - Activities
    - Which of these three factors dominate?
      - Is it good? safe?
  - Resources
  - how good bonds are&
    - How to cement them even more?
  - Studying relationship (Supplier - Customer)/ Both sides
    - Not just Customer
- A few major customers
Transactions
- 4 P's
  - Product
    - Intangible
      - services
        association with brand
    - tangible
      - goods
    - core product
    - Consumer products
      - Convenience
        staple
        impulse
        emergency
      - shopping
      - Speciality
      - Unsought
        we don't want to but hav eto buy
        dantist
      - In a supermarkets promotion on the gondola ends
    - 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
    - AD
      - Lifestyle
      - Humor
      - Shock
      - Testimonial
      - Comparative
      - Aimed to
        AIDA
        Attention
        Interest
        Desire
        Action
        AIETA
        Attention
        Interest
        Evaluation
        Trial
        Adoption
        Attention
        Trial
        Reinforcement
      - 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
    - Product life cycle and users
      - Innovators
      - Early adopters
      - Early majority
      - Late majority
      - Laggards
  - 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
  - Promotion
    - Define segments and promote differently
      - Segmenting factors
        demographic (age)
        socio-economic
        geographic
  - Place
    - Positioning
      - 2-scale placement maps / perception map
  - +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
        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
        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
    - Physical evidence
      - More physical evidence of invisible services - more satisfaction - better service
  - Optimisation of 4P's
- B2C mostly
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

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Description: Mind Map on Marketing, created by Prohor Leykin on 10/10/2020.
Created by: Prohor Leykin
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