Page 8 - Marketing the Basics 2nd
P. 8
List of iLLustrations
figures
2.1 Boston Consulting Group (BCG) growth–share matrix 28
2.2 The product life-cycle 30
3.1 Segmentation pyramid 40
4.1 The long tail 68
4.2 Rate of digital adoption by consumers versus online advertising expenditures by advertisers 70
5.1 Model of customer hierarchy 82 6.1 Customer pyramid model 114 8.1 The sales force management model 153 9.1 Stimulus–response model 179
10.1 Communications adaptation model 207
tables
3.1 Demographic cohorts 42
3.2 The value proposition matrix 60
4.1 Online marketing spending 70 5.1 Product-mix matrix of a fictitious beverage company 84 7.1 Promotion tool kit 149 8.1 Email ROI vs. other marketing 170
