Hjem

01: Introduction - An overview of business and marketing models;
02: The 4Ps - How to design your marketing mix;
03: ADL matrix - Strengthening a product portfolio or strategic business units;
04: AIDA - A business model for improving marketing communications;
05: Ansoff matrix - How to grow your company;
06: Benchmarking - Setting targets for business and marketing KPIs;
07: Blue ocean strategy - Kick-starting innovation and new product development;
08: Boston Consulting Group (BCG) matrix - Planning a product portfolio or multiple strategic business units;
09: Brand audit - Improving the strength of a brand;
10: Competitive intelligence - Assessing market strengths and weaknesses;
11: Conjoint analysis - Assessing optimum pricing and the value of component parts;
12: Customer journey maps - Assessing the current performance of marketing and sales processes;
13: Customer lifetime value - Estimating customer spend over their lifetime with the company;
14: Customer value proposition - Creating a compelling purchase motive;
15: Diffusion of innovation - Launching new products and services;
16: Directional policy matrix - How to prioritize segments or new ideas;
17: Disruptive innovation model - Identifying unique ways of beating the competition;
18: Edward de Bono's six thinking hats - Brainstorming problems and generating new ideas;
19: EFQM excellence model - Improving an organization's quality and performance;
20: Four corners - Analysing competitor strategies;
21: Gap analysis - Improving areas of weakness in a company;
22: Greiner's growth model - Recognition and transition through different phases of company growth;
23: Kano model - Identifying purchase motivations;
24: Kotler's five product levels - Adding value to a product or service;
25: Market sizing - Assessing the size and value of a served or potential market;
26: Maslow's hierarchy - Differentiating market positioning;
27: McKinsey 7S - A company 'health check' audit tool;
28: Mintzberg's 5Ps for strategy - Devising a competitive strategy;
29: MOSAIC - Setting objectives for current and potential opportunities and how to reach them;
30: Net Promoter Score® - A tool for driving customer excellence;
31: New product pricing (Gabor-Granger and van Westendorp) - Pricing new products;
32: Personas - Improving the focus of marketing messages;
33: PEST - Assessing four major macro factors that shape a company's future;
34: Porter's five forces - Assessing five economic factors for competitive intensity;
35: Porter's generic strategies - Pinpointing the strongest competitive position;
36: Price elasticity - Outlining opportunities for raising or lowering prices;
37: Price quality strategy - Guiding a company's pricing strategy;
38: Product life cycle - Determining a long-term product strategy;
39: Product service positioning matrix - Positioning products according to quality and service value;
40: Segmentation - Using customer groups to gain competitive advantage;
41: Service profit chain - Connecting employee satisfaction and performance with company profits;
42: SERVQUAL - Aligning customer expectations and company performance;
43: SIMALTO - Identifying the customer value placed on product or service improvements;
44: Stage gate new product development - Planning the development and launch of new products and services;
45: SWOT analysis - Analysing growth opportunities at product, team or business level;
46: System 1 and System 2 thinking - Identifying the emotional forces that drive decisions;
47: USP - Pinpointing the unique selling point of a product or service;
48: Value-based marketing - Adding value to products and services to improve profitability;
49: Value chain - Identifying product or service value during the manufacturing process;
50: Value equivalence line - Managing price and product benefits in a business strategy;
51: Value net - How to benefit from competitor collaboration