MindMap Gallery Chapter 3 Marketing and Brand Management
2023 Intermediate Economist Examination - Business Administration - Chapter 3 Marketing and Brand Management, the macro-environment of marketing includes: population, economy, nature, technology, politics and law, and social culture.
Edited at 2023-10-16 12:40:27This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
Chapter 3 Marketing and Brand Management
Section 1 Marketing Environment
Marketing macro environment: population, economy, nature, technology, politics and law, social culture
Marketing micro-environment: various factors of the enterprise itself, suppliers, competitors, marketing channel enterprises, customers, and the public (including internal and external publics)
Marketing environment analysis: mainly grasp the business characteristics of the four quadrants of the threat-opportunity matrix (adventurous business, mature business, ideal business, difficult business)
Ideal business, seize opportunities
Risky business, choose carefully
Mature business, achieving average profits
Difficult business, find ways to turn the situation around, or make a decisive decision to give up
Section 2 Marketing Strategy
Marketing strategic planning
The enterprise mission statement should meet the following conditions:
The goals reflected are limited, specific, and clear
Should be market-oriented rather than product-oriented
be motivating
Specific policies and clear division of labor
Types of corporate goals: 3 types
return on investment
market share
sales growth rate
Arranging Business Portfolios: Boston Consulting Group Method (Boston Matrix), General Electric Matrix (Strategic Business Planning Network)
The General Electric Matrix uses two comprehensive indicators: industry absorption and business strength.
In the upper left corner (green zone), big strong, medium strong, big and medium, adopt the strategy of increasing investment and development.
From the lower left corner to the upper right corner (yellow zone), small strong, medium, and large weak, adopt a strategy to maintain market share at the original investment level.
Lower right corner (red zone), small weak, small medium, medium weak, adopt a harvest or give up strategy
target market strategy
Criteria for market segmentation: geographical variables, demographic variables, psychological variables, behavioral variables
Selection of target market: 5 modes, different meanings (memory idea: look at the product first, then the market); 3 strategies (undifferentiated marketing strategy, differentiated marketing strategy, concentrated marketing strategy)
5 modes: product and market concentration, product specialization, market specialization, selective specialization, full entry
Product market concentration: A company only produces or operates one standardized product and only supplies a certain customer group
Product specialization: A certain product will be different in terms of quality, style, grade, etc., and various customers
Market specialization: products with different performance, same customers
Choose specialization: products with different performance and selectively enter several different market segments
Comprehensive entry: A series of products with different required performances can enter all market segments and all customers in an all-round way
3 strategies: undifferentiated marketing strategy, differentiated marketing strategy, concentrated marketing strategy
Undifferentiated marketing strategy: There is no market segmentation, and the company regards the overall market as a large target market. Such as salt, ink required for calligraphy and painting
Differentiated marketing strategy: market segmentation, select two or even all market segments, design and produce different products according to the demand characteristics of different sub-markets
Concentrated marketing strategy: market segmentation, selecting one or several market segments, specialized operations, and concentrated use of the company's limited resources.
Market positioning
The most common market positioning methods: 5
Positioning based on attributes and benefits: benefits obtained from the attributes of the product itself. For example, car A has a reputation of "monetary value" and car B is "durable".
Based on user positioning: For example, the target market of a certain company is the younger generation between 15 and 25 years old.
Positioning based on the situation of competitors: For example, one brand of instant noodles emphasizes the packaged ingredients, while other brands of instant noodles emphasize "non-fried"
Based on price positioning: “You get what you pay for”
Combination positioning: For example, a brand of skin care products contains anti-aging substances (attribute and benefit positioning), is affordable and plentiful (price positioning), and is suitable for both men and women, old and young (user positioning)
Section 3 Marketing Mix Strategy
Product Strategy
product mix strategy
Four dimensions of product portfolio: width, length, depth, relevance
Width: refers to the number of different product lines operated by the company
Length: refers to the total number of product items included in the product portfolio
Depth: refers to how many designs, colors, varieties, specifications, etc. are available for each product in the product line
Relevance: refers to the degree of close correlation between the various product lines of an enterprise in terms of end use, production conditions, distribution channels, etc.
Product portfolio strategies: product portfolio expansion strategy, product portfolio reduction strategy, product line extension strategy, product line modernization strategy
packaging strategy
Similar packaging strategies, such as using similar patterns and colors on the packaging of each product
Individual packaging strategies, such as each product having its own unique packaging
Related packaging strategy, selling multiple related products in the same package, such as cosmetics sets
Graded packaging strategy, design and use different grades of packaging according to different quality levels of the product
Portion packaging strategy, packaging products in different quantities or weights according to the use needs of the target market
Reuse packaging strategy, dual-purpose packaging, such as perfume bottles can be placed as handicrafts, one thing has two uses
Packaging strategy with gifts, that is, adding some gifts, coupons or physical objects to the package to attract purchases
Change the packaging strategy. When the product is not selling well or when one type of packaging has been used for a long time, the packaging design can be changed to make consumers feel fresh and make them purchase.
new product development strategy
New product categories: brand new products, replacement products, improved products
According to different methods of developing new products, they can be divided into: independent development, entrusted development, and joint development.
The degree of innovation of new products is different, divided into: innovation strategy and imitation strategy
According to different development timing, it can be divided into: preemptive strategy and follow-up strategy.
Pricing Strategy
Factors affecting product pricing: market demand, cost, market competition
Pricing objectives: Just understand the four objectives, they are not the focus of the exam
Maintain business survival
short term profit maximization
Maximize market share
Maintain corporate and product image
Pricing methods: cost-oriented pricing, demand-oriented pricing, competition-oriented pricing
Cost-oriented pricing method is a pricing method based on product cost as the main basis
Cost-plus pricing method: product price = unit cost * (1 markup rate), unit cost = unit variable cost fixed cost/sales volume
Target profit pricing method: target price = (total cost target profit) / total sales volume, target profit = investment amount * investment rate of return
Demand-oriented pricing method, a pricing method based on the demand intensity and value perception of consumers in the market
Direct price evaluation method. For example, if the predicted prices of three companies are 3.5, 3.0, and 2.5 respectively, the company can set the price based on the customer's valuation.
The direct cognitive value evaluation method, such as allocating 100 points to each company's products, reflects the cognitive value of each company's products and sets prices accordingly.
The diagnostic method first allocates 100 points to each feature of the product to reflect the importance of each feature to the customer; secondly, based on each feature, asks the customer to allocate 100 points to the product to reflect the customer's evaluation of each company; Basically, if possible, multiply the importance weight and the characteristic value and then sum them to get the customer's cognitive value judgment of each product.
Competition Oriented Pricing
Follow the market pricing method to keep the company's price at the average market price level
Competitive price pricing is an offensive pricing method that allows products of the same kind and quality to be priced lower or higher than those of competitors.
Sealed voting pricing method, each enterprise participating in the bidding is independent of each other, and the bidder with the lowest price usually wins the bid
Pricing strategy: new product pricing strategy, product portfolio pricing strategy
New product pricing strategy
Skimming pricing strategy, setting prices as high as possible to earn as high a profit as possible in the short term
Market penetration pricing strategy, set the price at a low price, and quickly occupy the market with low price and high quality
Moderate pricing strategy, set the price between high price and low price, and strive to satisfy both buyers and sellers, that is, mid-price strategy
Product portfolio pricing strategies include 5 types
Product line pricing. For example, a clothing store sells three types of men's clothing, priced at 289, 880, and 1800 respectively.
Pricing of alternative products. For example, car users can purchase electronic window remote controls when buying a car.
Pricing of ancillary products, such as computer hardware and software, hardware is the main product and software is an ancillary product. Generally, the main product is set at a lower price and the ancillary products are set at a higher price.
By-product pricing, such as the production of meat, petroleum, chemicals and other products are often accompanied by the production of by-products
Product bundle pricing, combining several products together and selling them at a low price, such as annual movie theater passes
Promotional strategy
Promotional mix: A company combines advertising, personal selling, sales promotion, public relations and direct marketing in a purposeful and planned way. Pull strategy (production is determined by demand), push strategy (production is determined by demand)
Attraction strategies, customers, final consumers, advertising, public relations, etc.
Promotion strategies, middlemen, such as wholesalers, snack vendors, etc., personal selling, sales promotion, etc.
Advertising and management: Act according to one's ability, sales percentage, competitive balance method, target task method
Act according to one's ability and allocate financial resources according to the financial resources that the enterprise can bear in a certain period of time
Percent of sales method, determined as a percentage of sales or a certain percentage of the selling price of the product
Competitive balance of power approach, maintaining roughly the same advertising costs as competitors
The target and task method is determined by the marketing objectives of the enterprise and the tasks that advertising should undertake.
Personal Selling and Management: Understand the tasks of personal selling
Develop new markets
Send message
promoted products
Provide services
coordinated distribution
collect information
Sales promotion forms: free gifts, discount coupons, special packages, prize sales, store displays, live performances.
Public relations: external public, internal public.
Social publics external to the enterprise: customer publics, media publics, government publics, competitor publics
Internal public of the enterprise: enterprise decision-making department, internal employees
Direct marketing: direct mail marketing, telephone marketing, television marketing, Internet marketing.
Section 4 Brand and Brand Equity
Brand: consists of brand name and brand logo
Brand assets: popularity, recognition, association, loyalty, other brand assets
Brand awareness, the extent to which consumers remember a brand
Brand association, all associations generated through the brand
Brand loyalty is a biased behavioral response to a certain brand that is shown repeatedly in purchasing decisions. It can be divided into five levels: non-loyal buyers, habitual buyers, satisfied buyers, emotional buyers and committed buyers.
Brand awareness, the overall impression of the quality of a certain brand. Including product quality and service quality
Other assets of the brand, what trademarks, patents and other intellectual property rights the brand has, and the resources owned by the brand maker, such as customer resources, management systems, corporate culture, corporate image, etc.
Section 5 Brand Strategy
Brand ownership decision, brand holding decision, brand quality decision
Brand ownership decisions: first, use your own brand, second, use an intermediary brand, and third, use both brands together.
Brand quality refers to a comprehensive measure that reflects attributes such as product durability, reliability, and accuracy.
Family brand decision-making: individual brand strategy, unified brand strategy, classified family brand strategy, corporate name and individual brand combination strategy
Individual brand strategy uses different brands for various products, such as lubricant A, lubricant B, gasoline C, and gasoline D, each using a different brand.
Unified brand strategy, all products use the same brand
Classification family brand strategy, such as lubricant A, lubricant B, gasoline C, gasoline D, lubricant A, lubricant B use the same brand, gasoline C, gasoline D use another brand.
The strategy of using corporate names with individual brands is to precede each brand with the corporate name. For example, Haier air conditioner brands such as "Little Yingcai" and "Little Marshal" are preceded by "Haier".
Brand extension decisions, multi-brand decisions, brand repositioning decisions
Brand extension decision, that is, the company uses the existing successful brand name to new products, including new packaging, new specifications, new styles, etc. The benefits are as follows:
Can clarify the positioning of new products
Helps reduce market risk for new products
Help strengthen brand effect
Can enhance brand image
Multi-brand decision
A variety of different brands can occupy a larger display area
Attract more customers to increase market share
Helps introduce a competition mechanism among major product departments and product managers within the company
Developing a variety of different brands can enable corporate products to cover more markets
Brand repositioning decisions. When making brand repositioning decisions, companies should consider:
transfer cost
Possible benefits