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Flow of the Taxonomy: Elements of a Marketing Mix

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Flow of the Taxonomy: Elements of a Marketing Mix
Flow of the Taxonomy
“Elements of a Marketing Mix”

1. Market Research – “eyes and ears of the firm” a. Data b. Target Market c. Demographics d. Quantitative e. Who/What/When/Where 2. Consumer Behavior – “mind of the buyer” a. Psychographics b. Qualitative c. Why 3. Product Adjustment/ Product Management a. Form utility b. Brand c. Price d. Package e. Position - projected/received “the product’s personality” 4. Distribution/Channel – “arms and legs of the firm/management of time and place utility” a. Wholesalers and retailers live here 5. Promotion/Communication – “voice of the firm” a. Advertising lives here 6. Retailing/Transaction – “in-store activities” a. Retailing Mix 6-1. Location Analysis (Target Market Selection) – “where/who” a. Players i. Food a. Convenience Stores b. Supermarket c. Super Store d. Super Center e. Hyper Market f. Warehouse Clubs ii. General Merchandise iii. Service iv. Non Store 6-2. Consumer Behavior (Store Selection) – “mind of the buyer” 6-3. Merchandise Management – “heartbeat of the store” a. Retailing Functions i. Assortment Development ii. Breaking Bulk iii. Holding Inventory iv. Providing Service 6-4. Distribution/SCM (Supply Chain Management) – “arms and legs of the store/ management of time and place utility” 6-5. Retail Promotion/Communication Mix – “voice of the store” 6-6. Store Management/More Retailing – “in-store operations”
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