Marketing Functions

Taryn Francis-Boyd
Mind Map by Taryn Francis-Boyd, updated more than 1 year ago
Taryn Francis-Boyd
Created by Taryn Francis-Boyd almost 5 years ago
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Description

Marketing Function comprises of four policy instrument: the product policy, the pricing policy, the distribution policy. These four policy instruments are known as the four P's: Product, Price, Place and Promotion

Resource summary

Marketing Functions
  1. Marketing Activities
    1. locate the consumer
      1. market research
        1. spending power of the consumer
          1. preferences of the consumer
            1. consumers willingness to spend
              1. demographics of the consumer
            2. standardisation and grading
              1. uniform set of criteria
                1. classifying agricultural products
                2. storage
                  1. stored until consumed or dispatched
                    1. intermediaries
                      1. retailers
                        1. wholesalers
                        2. perishables are store for a limited time period
                        3. financing
                          1. made available for marketing and insurance
                            1. aims to recover money spent
                            2. risk bearing (insurance)
                              1. responsibilities
                                1. the moment enterprise takes ownership
                                  1. enterprise carries the risk
                                    1. fire damage
                                      1. theft
                                        1. perished
                                        2. relinquished once product has been sold
                                          1. intermediaries
                                            1. retailers
                                              1. wholesalers
                                          2. transport
                                            1. from storage to
                                              1. intermediaries
                                                1. retailers
                                                  1. wholesalers
                                                  2. methods
                                                    1. road
                                                      1. railway
                                                        1. air
                                                          1. sea
                                                          2. factors
                                                            1. speed
                                                              1. cost
                                                                1. safety
                                                              2. buying and selling
                                                                1. goods production vs purchase and sale of finished products
                                                                  1. produced goods require raw materials
                                                                    1. other costs
                                                                      1. maintenance
                                                                        1. water and electricity
                                                                          1. marketing services
                                                                          2. goods must be sold, if not goods may become obsolete or perish
                                                                        2. Product Policy
                                                                          1. Goods and services
                                                                            1. Goods
                                                                              1. bread
                                                                                1. toothpaste
                                                                                  1. clothing
                                                                                  2. Services
                                                                                    1. dental services
                                                                                      1. Hair styling services
                                                                                        1. internet services
                                                                                      2. Product development and design
                                                                                        1. packaging
                                                                                          1. Trademarks
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