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Mind map

Creating Value

SHMcClure Introduction to Marketing English

Map content

Creating Value

The Product
- 3 Levels
  - Core
  - Embodied
  - Augmented
- Tangible and intangible attributes related e.g. ideas, people and places
- Types of Consumer Product
  - Durable
  - Non-durable
  - Convenience
  - Shopping
  - Speciality
  - Unsought
- Types of Business Products
  - Equipment Goods
  - Raw Materials
  - Semi-finished Goods
  - Mantenance
  - Component Parts
  - Business Services
Branding
- Reasons
  - Differentiation
  - Attributes
  - Psychology
  - Add Value
  - Kotler and Keller 2006
- Types
  - Manufacturer
  - Distributor
  - Generic
- Equity
  - Value
  - Strength
  - Description
  - Feldwick
- Personality
  - Ruggedness
  - Sincerity
  - Excitement
  - Sophistication
  - Competence
- Extensions
Price
- Ext. Influences on Consumer Price Perceptions
  - Reference Prices
  - Sales Signs
  - Odd Number Pricing
  - Purchase Context Pricing
  - Price Bundling
- Approaches
  - Cost Orientated
  - Demand Orientated
  - Competitor Orientated
  - Value Orientated
- Policies
  - List Pricing
  - Loss-leader Pricing
  - Promotional Pricing
  - Segementation Pricing
  - Customer-centric Pricing
    - Cross and Dixit 2005
- B2B Price Setting
  - Geographical
  - Negotiated
  - Discount
  - Value-in-use
  - Relationship
  - Transfer

Information

Description: Introduction to Marketing (Creating Value) Mind Map on Creating Value, created by SHMcClure on 01/05/2013.
Created by: SHMcClure
Views: 45
Tags: creating value introduction to marketing
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