Visualizing Marketing
Chapter Abstracts
Introduction:
I introduce and justify the need to discuss all the marketing and its mix elements in a more visual way. I introduce the idea of 'visualizing marketing data' and 'marketing concepts' which has potential power to eliminate many obstacles marketing educators face daily in classroom caused by the abstract nature of marketing and consumer behavior theories.
Keywords: Marketing, Big Data, Visualization of Data, Marketing Education
Chapter-1: Marketing and Marketing Mix
This chapter discusses the definition of marketing as a social science field and the role marketing mix elements role in a successful business. Marketing's functions and its place in terms of social and normative science point of views are discussed. Each individual marketing mix element's role is discussed from a social and normative science and art. Keywords: Marketing, Marketing Mix, Product, Price, Place, Promotion
Chapter-2: Visualization of Product
This chapter discusses the product as one of the most important marketing mix elements with the visual representations developed in the theory. Figures and graphs of new product development and product launching, product life cycle, product diffusion and adaptation models are presented and discussed in this chapter. A new perspective of product segmentation is discussed with newly developed visuals. Marketing services and its value elements are also argued with related graphs. Keywords: Product Launch, Penetration, Product Life Cycle, Product Diffusion and Adaptation, Segmentation and Services.
Chapter-3: Visualization of Promotion
This chapter introduces the visual representation of promotion and promotion mix elements. Specifically discusses advertising and advertising effectiveness, sales promotion and its effectiveness, lack of post-promotion dip, public relations, personal selling and interactive marketing with developed figures and graphs in the theory. The comparison and coordination of such promotion mix elements for a successful marketing communication strategies are also investigated with visuals in order to reach high level effectiveness in markets.
Keywords: Advertising, Sales Promotion, Interactive Marketing, Repetition, Public Relations, Personal Selling, Promotion Mix.
Chapter-4: Visualization of Place
This chapter discusses the benefits and value of distribution or place in marketing planning. Product availability and market share relationship, the effects and costs of Out-of-Stock situation are discussed with related algorithms and visuals in this chapter. The concept of distribution elasticity and inventory control models are also discussed with graphs from the theory. Distribution related brand awareness concepts and measures are investigated and pictured in light of the theoretical discussions.
Keywords: Product Availability, Out-of-Stock, Distribution Elasticity, Inventory Control, Bull-Whip Effects.
Chapter-5: Visualization of Price
This chapter discusses pricing from demand-based pricing, cost-based pricing and perception-based pricing perspectives with their visuals. Thus, pricing was discussed with demand-revenue curves and price-demand elasticity concepts from the classical economics perspectives. Break-even pricing and its elements are introduced. Many of the marketer-created perceptional pricing approaches and concepts such as value pricing, price lining price skimming and price penetration strategies are discussed from consumer behavioral point of views with related visuals developed in the theory.
Keywords: Market Pricing, Production Costs, Demand, Price Elastici
About the Author: S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in the Anti-Trust Bulletin, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 "Citation of Excellence" award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals.
