Wondershare EdrawMind
MindMap Gallery Business Administration Marketing and Brand Management
- 19
Business Administration Marketing and Brand Management
Intermediate Economist: Business Administration Chapter 3 Marketing and Brand Management
Edited at 2020-10-29 20:00:44
- Valentine's Day marketing campaign
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.
- 30 Creative Ideas for Valentine's Day
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.
- Milano Cortina 2026 Ice Hockey Schedule
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).
Business Administration Marketing and Brand Management
- Valentine's Day marketing campaign
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.
- 30 Creative Ideas for Valentine's Day
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.
- Milano Cortina 2026 Ice Hockey Schedule
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).
- Recommended to you
- Outline
Business Administration 3.Marketing and Brand Management
Marketing Overview
elements
People, purchasing power, desire to buy
marketing concept
Core: How companies deal with the interest relationships between companies, customers, and society
traditional marketing concepts
production concept
product concept
Selling concepts
modern marketing concepts
Taking the needs and desires of customers as the direction and using overall marketing as a means to satisfy customers
Marketing management tasks
The task is demand management
Requirements classification
negative demand
No need
latent demand
falling demand
Irregular demand
sufficient demand
excess demand
harmful needs
marketing environment
Macro environment
Demographic environment, economic environment, natural environment, technological environment, political and legal environment, social and cultural environment
microenvironment
The enterprise itself, suppliers, competitors, marketing channels, customers (core), and the public
Environmental Analysis
Category: Environmental threats, market opportunities
Threat-Opportunity Matrix
Ideal business: high opportunity, low risk
Risky business: high opportunity, high risk,
Difficult business: low opportunity, high risk
Mature business: low opportunity, low risk
target market strategy
market segmentation
Segment the market according to different customer groups, based on differences in consumer demand
Classification criteria: geography, population (total number, age, gender, etc.), psychology (personality, purchasing motivation, value orientation, etc.), behavioral variables (purchase timing, interests pursued, loyalty, frequency of use, etc.)
Targeted market
Choose the segmented market you want to enter
model
Product and market concentration
Produce only one standardized product and supply it to a certain customer group
Product specialization
Provide a certain product to all types of customers at the same time
market specialization
Provide products with differentiated performance to the same customer group
selective specialization
Selectively enter different market segments and provide products with different performance for different customer groups
full access
Comprehensively enter various market segments and provide different products
Strategy
undifferentiated marketing strategy
No market segmentation, unified supply
Differentiated marketing strategy
Market segmentation, differentiated supply
focused marketing strategy
Market segmentation, centralized supply
Market positioning
meaning
Based on the position of competitors' products in the market; find the performance and quality direction of the product; create a distinctive image for the product
Strategy
Strong avoidance positioning strategy
Position yourself in a weak position in the market and develop products that are not available in the target market
head-on positioning strategy
Confront the strongest
repositioning strategy
Change the market's original impression of it and enable customers to establish new personnel
For example: Nokia, Apple mobile phone
marketing mix strategy
Product Strategy
Product levels: core products (the most basic functions provided), tangible products (such as packaging, quality, special design), additional products (such as after-sales, warranty, etc.)
product mix strategy
product portfolio
Product line: Category, which refers to a group of closely related products in a product category (such as shampoo)
product items
Segmentation of a certain product line (such as Head & Shoulders and Rejoice in shampoo)
four dimensions
Width: Number of different product lines
Length: The total number of product items included in the product portfolio
Depth: varieties and specifications of each product in the product line (such as different volume bottles of Head & Shoulders)
Correlation
Expanding (shrinking) product portfolio strategy: increasing (decreasing) width, length, depth
extension strategy
Extending upward: increasing the production of high-end products
Rural extension: increasing production of low-end products
Two-way extension:
Product Line Modernization Strategy
Modern technology applications, such as equipment upgrades
product life cycle strategy
introductory period
Test marketing stage: consumers do not understand, demand is not large, production is small, costs are high, and profits are meager. Marketing focus: quickly establishing product awareness as the core and expanding the market share.
growth period
Rising stage of development: Sales volume increases rapidly and profits rise rapidly. Marketing focus: Strengthen product market position, continue to expand market share (prevent competitors from entering), build customer brand loyalty,
mature stage
The stage when sales volume is stable and competition is fiercest: demand tends to be saturated and sales volume reaches its highest point. Marketing focus: Expand sales and increase market share on the basis of maintaining stable sales volume and market share.
Recession
Sales volume drops sharply and the market is launched: sales volume drops sharply, profits are low or losses occur, and a large number of competitors withdraw from the market. Marketing focus: elimination strategy and non-elimination strategy.
Pricing Strategy
Influencing factors: market demand, cost, market competition
Pricing method
cost oriented pricing
Cost-plus pricing method: product price = unit cost * (1 mark-up rate)
Target profit pricing method (break-even pricing method): product price = unit cost target rate of return * investment amount / sales volume
demand-based pricing
Direct price evaluation method: pricing based on customer estimated prices
Direct cognitive evaluation method: customers do not evaluate, based on product awareness
Diagnosis:
Competition Oriented Pricing
Follow-the-market pricing method: maintain industry average levels
Competitive price pricing method: In order to establish a different product image, the price is higher or lower than that of competitors.
Sealed Bid Pricing: The lowest price quoted by all bidders in a buyer's tender
pricing strategy
New product pricing strategy
Skimming pricing (high price strategy): high prices and high profits
Market penetration pricing (low price strategy): open up sales
Moderate pricing (mid-price strategy): take care of both
Product portfolio pricing strategy
Product line pricing
Alternative product pricing
Ancillary product pricing
By-product pricing
Product bundle pricing
All products are included, easy to remember
psychological pricing strategies
mantissa pricing
Round number pricing: high-end products
Prestige Pricing:
Attraction pricing: Pick out a few products with low prices to attract customers
Tiered pricing
Custom pricing
Discount and discount pricing strategies
Cash discount: A certain cash discount will be given to customers who pay on the agreed date
Quantity discount: Different discounts are given based on the purchase quantity
Transaction discounts: Different discounts for wholesalers and retailers
Seasonal discounts: clothes on sale for different seasons
Compound discounts: multiple discount combinations
Price discount: directly sold at a discount
All come with discounts, easy to remember
Promotional mix
pull strategy
Use advertising and public relations to attract consumers to buy
push strategy
Personal selling and sales promotion
Target channel members and guide them to promote sales
Advertising and management
Act within your capabilities
percentage of sales method
competitive balance of power
target task method
Personal Selling and Management
Sales Promotion (Promotion)
Free gifts, discount coupons, special packages, etc.
Brand management
Brand five-star assets
Brand awareness
How well consumers remember a brand
Brand Awareness
Consumers' overall impression of a brand (good or bad)
brand association
The associations consumers create through the brand
brand loyalty
Brand other assets
Consumers’ awareness of brand patent rights and intellectual property rights
Brand strategy
single brand strategy
Main and sub-brand strategies
APPLE is the main brand (Apple x is the sub-brand)
Multi-brand strategy (independent brand strategy)
Procter & Gamble (Head & Shoulders, Sassoon)
Business Administration 4. Distribution Channel Management
Channel operation management
Marketing Channels and Distribution Channels
Marketing channels: all channels for production and sales
Distribution channels: only includes production and sales channels
management objectives
market share
Indicators reflecting corporate marketing capabilities
Profit amount
Reflects the quality of operations
sales growth
Basic indicators reflecting the development status of enterprises
Distribution channel management tasks
Classification of consumer goods
Convenience products
Frequent purchases, don’t want to spend energy comparing, can buy anytime, anywhere
Optional items
Need to compare before buying
Special product
Have a unique identity and brand
non-desired goods
Even if I know, I generally won’t buy it
Establishment of distribution channels for different types of commodities
Consumer Goods Distribution Channels
Factory direct supply model
Multiple distribution (agent) model: wide coverage, but the disadvantage is that it is difficult to manage and the price is not easy to control
Exclusive distribution (agency) model
Platform sales model: With the sub-assembly factory as the core, it will establish an operation department and be responsible for supply. It is suitable for large cities with dense consumption and convenient transportation.
Industrial product distribution channels
Industrial products: including raw materials and components, fixed assets, supplies and services. Characteristics: Derivative nature of demand, small elasticity of demand, professional purchasing, large one-time purchase volume, concentrated customers
Mainly short channels, usually direct sales
Service product distribution channels
Characteristics: intangibility, inseparability (production and consumption occur simultaneously, such as haircuts), difference (such as haircuts, difficult to unify), non-storability, non-transferability of ownership
Classification
Body treatment services: services with high customer involvement, such as aviation, hairdressing, and fitness
Object Handling Services: The object must be present, the customer does not have to be present. Such as freight, dry cleaning, repair
Brain stimulation processing services: Customer awareness must be present, and remote services are available. Such as radio and online courses
Information processing services: Customers are not necessarily required to participate directly. Services can be processed locally or remotely, such as property insurance and financial management.
Distribution model
direct distribution model
The root lies in the inseparability of service products
Such as medical institutions
(Most commonly used) Distribution model established by intermediaries
Agent: Travel,
Broker: insurance broker
wholesaler
Retailer
Channel member management
Selection factors
Length of business operation, growth status, cooperative attitude, location
Incentives
Communication and motivation
Provide product and technology updates; public relations banquets; exchange market information; let dealers vent their dissatisfaction
business incentives
Dynamic management of total commissions; flexible determination of commission ratios; arrangement of dealer meetings; cooperation in formulating business plans
support and incentives
Discount promotions; advertising subsidies, training, financing support
as a result of
Overmotivated
Increased sales, decreased profits
Insufficient motivation
Sales decline, profits decline
Evaluate and adjust
index
Channel power management
Meaning: The ability of a specific channel member to control or influence the behavior of another channel member
Source type
reward rights
power of coercion
Punishment can easily lead to self-defense and revenge
statutory authority
right of recognition
Referential rights, one channel member uses another channel member's branded goods to engage in activities that are beneficial to the other channel member
right to expertise
right to information
Classification
1
coercive power
power of coercion
non-mandatory rights
other
2
intermediary rights
Reward power, coercion power and legal power
disintermediation rights
Expertise rights, information rights, recognition rights, traditional legal rights
Use of channel power
commitment strategy
reward rights
threat strategy
power of coercion
legal strategy
right of recognition
request strategy
Right of recognition, right of reward, right of coercion
information exchange strategy
Expertise rights, information rights, reward rights
Suggest strategies
Expertise rights, information rights, reward rights
Maintenance of channel power
Manufacturer control
Intermediary channel control
Channel conflict management
Classification of channel conflicts
Hierarchical relationship among channel members
same channel
horizontal conflict
vertical conflict
Multi-channel conflict
Conflicts of interest and adversarial relationships
conflict
Conflicts of interest and antagonism
latent conflict
Conflict of interest, non-confrontational conflict
false conflict
No conflict of interest, no conflict of interest
Do not conflict
There is no conflict of interest or antagonism
According to conflict frequency, conflict intensity and importance of conflict events
low conflict zone
Moderate conflict zone
high conflict zone
According to the direction of impact of conflict on enterprise development
functional conflict
Have a positive impact on the company
destructive conflict
Have a negative impact on enterprises, such as cross-selling goods, defaulting on debts, manufacturing and selling counterfeit products
Causes of channel conflict
role misalignment
Goal difference
Difficulty communicating
Differences in decision-making authority
Expectation difference
Resources are scarce
Handling channel conflicts
Set goals together
Use incentives appropriately
personnel exchange
Negotiation and mediation
Clean up channel members in a timely manner
Distribution channel development trends
Internet distribution channels
Differences from traditional channels
Function: Internet channels are better
Structure: Internet channels are network-like and divergent, traditional channels are linear channels
Cost: Online channels greatly reduce costs and publicity costs
Common points: compete for the market, grab consumers, and achieve profitability
feature
virtuality
Economical
Low cost and high distribution efficiency
Convenience
Save time and effort
network distribution system
Ordering system
settlement system
Distribution system
Types of online distribution channels
Online direct selling (no middlemen)
For example, Xiaomi official website
Xiaomi joins JD.com and Taobao
Internet indirect distribution channels
directory service provider
Comprehensive directory service provider
For example, Baidu hangs advertising links
Commercial directory service provider
Advertisement links on commercial websites
Professional directory service provider
Industry-specific websites
Search engine service provider
virtual shopping street
. . .
Virtual assessment agency: plays a supervisory role in the business operations of online market merchants. For example, Taobao’s merchant classification function
virtual market
For example, online auction sites
Channel flattening
Whether it can be flattened depends on whether the terminal of the sales chain channel is mature.
In a flat channel, the role of distributors is only as a logistics platform for distributing goods.
Reasons for flat channels
Network information technology
Channel vertical integration
Impact of customer demand characteristics
More personalization
Uncertain increase
The “eclecticism” of consumption
Flat channel form
Direct channel (absolute flat channel)
Producer-customer: such as Xiaomi Mall
A flat channel with a layer of middlemen
Producer-Middleman-Customer
There are two floors...
Producer-Distributor-Retailer-Consumer
The most commonly used and common channel. The characteristic is that the dealers are smaller
Channel strategic alliance
Alliance among dealers
Use scale advantages and monopoly advantages to compete with suppliers and obtain greater profits.
Alliances among suppliers
Most of them are short-term alliances based on certain interests.
Alliance of Suppliers and Distributors
Customer-oriented. The purpose is to improve efficiency and effectiveness and speed up market response. The basis is long-term trust and cooperation between both parties
Distribution channel system assessment
Channel Gap Assessment
Important means: Service quality gap model (see below)
Classification
Quality perception gap: Enterprises cannot accurately perceive customers' service expectations
quality standards gap
service delivery gap
Market communication gap
Perceived service gap (core): The inconsistency between the service expected by customers and the service perceived or actually experienced by customers
Ideas to eliminate channel gaps
Eliminate demand-side gaps
To understand customer needs, improve services or change service recipients
Eliminate supply-side gaps
Changing channel member roles; introducing new distribution technologies
Change channel environment management
Distribution channel operation performance evaluation
Channel smoothness assessment
main indicators
Product circulation velocity, measured by commodity transit time
Product transmission time = inventory time, transportation time of each link
Common indicators
Product turnover speed
Positive correlation
Loan recovery speed
Positive correlation
sales recovery rate
Actual sales received/total sales revenue
Channel coverage assessment
Market Coverage: Absolute Indicators
The sum of the sales area of distribution terminals
Market Coverage: Relative Metric
Market coverage/total market area
Channel Financial Performance Measurement (Core)
Distribution channel cost indicators
Distribution channel expenses
Basis for evaluation
Distribution channel expense ratio
Distribution channel expenses/channel product sales
Distribution channel expense rate increase and decrease rate
= Distribution channel expense rate for the current period - Distribution channel expense rate for the previous period
critical result
Positive value
Channel fees rise, channel costs increase
0
negative value
Channel market share indicator
Market share (whole market)
Calculated based on overall market
=Sales volume of a company/Sales volume of the entire industry
Reflect the company’s position in the industry
Calculated by target market
=A company’s sales volume/target market sales volume
Calculated according to the three major competitors
=Sales volume of a company/Sum of the three largest companies
Calculated by largest competitor
=A company’s sales/biggest competitor
Greater than 1, indicating that the company is the market leader
Channel market share (whole channel)
=Sales of goods of a channel distributor/sales of the goods in the same period
Reflect the channel’s status and role in the entire distribution network
Channel Profitability Indicators
Channel sales growth rate
= (Sales growth this year - Sales last year) / Total sales last year
Important indicators for evaluating channel status and development capabilities
Channel sales profit margin
=channel profit/sales
Assess channel profitability
Channel fee profit margin
=channel profit/channel cost
return on assets
Analysis from an investor's perspective
Channel profit/channel asset occupation