Marketing planning

Distinguishing a product or a firm from competitors in the market place

• Perception

• Diversification

• Differentiation

• Subsitution

The moral aspects of marketing strategies

• Ethical marketing

• Social marketing

• Segment marketing

• Niche marketing

The process of dividing the customers into distinct groups with similar traits

• Packaging

• Segmentation

• Branding

• Focus

The goals that the marketing department wishes to achieve

• Marketing targeting

• Marketing positioning

• Marketing objectives

• Marketing strategies

The combination of various parameters needed to succesfully market a product

• Marketing mix

• Product mix

• Portfolio mix

• Marketing process

Refers to undifferentiated marketing

• Nice marketing

• Cost leadership marketing

• Mass marketing

• Above-the-line marketing

Targets specific segments in the market place

• Niche marketing

• Differentiation

• Below-the-line marketing

• Channel marketing

A form of non-price competition with a focus on how the product is presented to the customers

• Physical evidence

• Processes

• Packaging

• Promotion

The method that relates to distribution channels

• Place

• Promotion

• Process

• Positioning

A visual tool that compares customers perception of a product or brand in relation to competitors

• Stakeholder map

• Differentiation map

• Position map

• Strategy map