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Blackblot Marketing Model
Marketing is an instructive
business domain that serves to inform and educate target markets about the
value and competitive advantage of a company and its products. The goal of marketing is to build and
maintain a preference for a company and its products within the target
markets.
Volumes have been written about the
marketing domain and what it entails, but little has been noted about how it
is ordered and organized. In order to
clarify the essence of the marketing domain, Blackblot introduces the “Blackblot
Marketing Model”. This model maps
the marketing activities within the marketing domain, presents the division
and location of departments identified with marketing in the corporate
organizational hierarchy, and describes the types of strategies and plans
related to the marketing domain.
Download the Blackblot Marketing Model for printing
(PDF format).
For more information, please read the Concept of Marketing article.
This model is referenced in the Business and Market Planning™
seminar.
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Blackblot
Marketing Model – Marketing Domain Elements (Tabular Form) [Graphic]
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Marketing Disciplines
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Marketing Methods
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Marketing Modes
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Marketing Techniques
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Product Marketing
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Value Emphasis
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Messaging Model
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Market research, value and positioning messages, messaging
plan…
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Feature Emphasis
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Feature Comparison
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Competitor analysis, product comparison…
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Price Emphasis
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Cost-Plus, Going-Rate
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Skimming, penetration, diversification, discrimination…
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Product Branding
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Uniqueness, Labeling
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Loyalty programs, community relations, alliances, symbols,
ideas…
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Corporate Marketing
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Corporate Branding
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Personification
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Loyalty programs, community relations, alliances, symbols,
ideas…
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Analyst Relations
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Engagements, Resources
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Knowledge databases, briefing sessions, demos,
visits…
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Marketing Communications
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Advertising
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Entertainment, Information
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Copyrighting, budgeting, creative, Internet, print, radio, TV…
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Graphic Arts
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Signals, Imagery, Perception
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Presentations, sales tools, stationary, colors, logos,
packaging…
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Public Relations
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Relationship, Media Coverage
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Press Releases, events, lobbying…
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*
Additional
elements can be added to this component of the “Blackblot Marketing Model”;
however, the current mapping is relatively whole and effectively encompasses
the essence of the marketing domain.
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Blackblot
Marketing Model – Corporate Organizational Structure (Tabular Form) [Graphic]
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Product Management
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Marketing
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Operations
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Engineering
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Business Management
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“Product Marketing”
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“Corporate
Marketing”
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Business Development
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Development
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Accounting
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Product Planning
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“Marketing
Communications”
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Distribution
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Quality Assurance
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Administration
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Program Management
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User Experience
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Executive Management
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Release Management
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Human Resources
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Sales
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Information Technology
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Support
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Legal Services
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* Framed in quotes and italicized are the
three marketing domain disciplines.
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Blackblot
Marketing Model – Marketing Domain Strategies (Summary Table)
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“Strategy”
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Coordinated set of long-term decisions that
help achieve corporate objectives.
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“Market Strategy”
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Decisions that define target markets, set
marketing objectives, and outline how to build a corporate competitive
advantage.
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“Marketing Strategy”
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Decisions that determine how to achieve
marketing’s goal in a particular target market, through the selection and
application of marketing mixes.
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“Product Strategy”
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Decisions that build and enhance products to
fit market needs, and outline how to build a product competitive
advantage. (Product strategy belongs
to the product management business domain).
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Blackblot
Marketing Model – Marketing Domain Plans (Summary Table)
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“Market Plan”
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Description of the long-term goals and messages
delivered to the target market relative to a particular company or product.
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“Marketing Plan”
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Description of the selection and application of
marketing mixes in the target market.
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“Marketing Program”
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Description of the short-term marketplace
effort designed to obtain a specific marketing goal.
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Blackblot
Marketing Model – Marketing Domain Plan/Strategy/Department Mapping
(Summary Table)
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Plan Type
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Market Plan
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Marketing Plan
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Strategy Type
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“Market Strategy” and elements of the “Product
Strategy”
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“Marketing Strategy”
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Corporate Department
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Ÿ Product Marketing (relative to the product)
Ÿ Corporate Marketing (relative to the company)
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Marketing Communications
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