Page 10 - EBOOK DPM 10013 POM-FINAL 25.10.2021

LIST OF FIGURE

Figure 1.1: The Marketing Management Philosophies ..................................................................................... 4
Figure 1.2: The different between The Selling Concept and The Marketing Concept ........................................ 6

Figure 1.3: Core Marketing Concept ................................................................................................................. 7
Figure 1.4: Ethical issues in Marketing ........................................................................................................... 10
Figure 2.1: The Company Microenvironment ................................................................................................. 18

Figure 2.2: Macro environment ...................................................................................................................... 21
Figure 4.1:Segmentation Base of Consumer Market ...................................................................................... 37
Figure 4.2: Undifferentiated Strategy ............................................................................................................ 40
Figure 4.3: Differentiated Strategy ................................................................................................................ 41

Figure 4.4: Concentrated Strategy ................................................................................................................. 41
Figure 4.5: Micromarketing strategy ............................................................................................................. 42
Figure 4.6: Integrating positioning Strategy To Marketing Mix ..................................................................... 43

Figure 4.7: Positioning For Competitive Advantage Strategies ....................................................................... 44
Figure 4.8: Positioning Differences ................................................................................................................. 45
Figure 5.1: Characteristic of Services .............................................................................................................. 51
Figure 5.2: Levels of Product .......................................................................................................................... 52

Figure 5.3: Product Classification ................................................................................................................... 53
Figure 5.4: Convenience Products .................................................................................................................. 54
Figure 5.5: Example Specialty Product ........................................................................................................... 55

Figure 5.6: Material and parts ....................................................................................................................... 56
Figure 5.7: Capital items ................................................................................................................................ 57
Figure 5.8: Supplies and services .................................................................................................................... 57

Figure 5.9: Stages of Product Life Cycle .......................................................................................................... 58
Figure 5.10: Introduction Stage of PLC ........................................................................................................... 59
Figure 5.11: Growth Stage of PLC ................................................................................................................... 60

Figure 5.12: Maturity Stages of PLC ............................................................................................................... 60
Figure 5.13: Decline Stages of PLC.................................................................................................................. 61
Figure 6.1: Price OF Market Skimming Strategy ............................................................................................. 69
Figure 6.2: Price Penetration Strategy ........................................................................................................... 69

Figure 7.1: The Function of Marketing Channel .............................................................................................. 77
Figure 7.2:Other function of marketing channels ........................................................................................... 79
Figure 7.3:The major channel alternatives ..................................................................................................... 80

Figure 7.4: Direct marketing channel design .................................................................................................. 81
Figure 7.5: Indirect marketing channel design ............................................................................................... 82
Figure 8.1: Objective of marketing communication ........................................................................................ 88

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