marketing

这是一篇关于marketing的思维导图，主要内容有define marketing、Marketing functions、marketing vs production等。

marketing

• section1
  • define marketing
    • a st of acticities performed by organizations
    • a social process
  • Marketing functions
    • risk taking
    • finding
    • storing
    • standardization and grading
    • market information
    • transporting
    • selling
    • buying
  • marketing vs production
    • marketing
      • needs
      • desires
      • expectations
    • production
      • make goods
      • perform service
    • what a firm do in producing goods
      • analyze needs
      • predict wants
      • estimate demands
      • predict when
      • determine where
      • decide promotion
      • estimate competition
      • provide service
• section2 strategic planning
  • what is SP?
    • large plan or blueprint for the entire organization should exist
    • a larger context for planning activities
    • developent of a clear organizational mission,objectivesor strategies
  • four stepsof a firms strategic planning
    • defing the company mission
    • setting company objectives and goals
      • specific
      • measurable
      • achievable
      • motivational
      • fit the marketing enviroment
    • designing the business protfolio
    • planning marketing and other functional strategies
  • marketing fix
    • target market
      • PRICE
      • PLACE
      • PRODUCT
      • PROMOTION
    • 7Ps
      • price
      • product
      • physical evidence
      • process
      • people
      • place
      • promotion
• section3 global markets
  • defition of international marketing
    • more than one country
  • domestic marketing VS international marketing
    • similarities
      • concepts,steps and principles are same
    • difference
      • enviroment differences
  • international marketing
    • think globally and acts locally
    • The Electic Theory
      • Ownership所有权优势
        • 有形优势
          • 市场
          • 原材料市场
          • 规模经济
          • 多样化经营
        • 无行优势
          • 专利
          • 品牌
          • 商标
          • 管理技能
      • internalization内部化优势
      • location区位优势
    • international marketing concept
      • the domestic marketing extension concept国内市场延伸观念
      • the multi-domestic market concpet国别市场观念
      • the global marketing concept 全球营销
    • global enviroment
      • WTO
      • international conventions
      • international certinations
• section4
  • Situation Anaiysis
    • the macroenviroment
      • consumers
      • competitors
      • employees
    • the macroenviroment
    • politicial and legal enviroment
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