Зібрано з мого досвіду, бо проводжу багато консультацій і корпоративних сесій.
Прошу, збережіть:
1. Market orientation
2. Market definition
3. Category dynamics
4. Market research
5. Segmentation
6. Targeting
7. Positioning
8. Perceptual mapping
9. Points of difference
10. Jobs to be done
11. Category entry points
12. Mental availability
13. Physical availability
14. Brand salience
15. Brand assets
16. Brand codes
17. Brand equity
18. Brand associations
19. Double jeopardy law
20. Duplication of purchase
21. Penetration vs loyalty
22. Light vs heavy buyers
23. Repertoire markets
24. Sales activation
25. Reach vs frequency
26. Share of voice
27. Creative effectiveness
28. Media effectiveness
29. Pricing strategy
30. Price elasticity
31. Willingness to pay
32. Reference price
33. Portfolio strategy
34. Brand architecture
35. Cannibalisation
36. Customer lifetime value
37. Incrementality
38. Marketing mix model
39. Attribution vs causality
40. Marketing effectiveness
І база над всім цим: diagnosis - strategy - tactics - measurement
Фундамент, колеги.
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