Consumer Behavior DA-1 - Marketing Plan...

transcript

ConsumerBehavior-1

Consumer Behavior Background

Danny AbramovichMarketing Plan Specialist

1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior6. Creativity

0. Course Introduction, Main Topics

Management, Marketing, Research

Segmentation, Consumer BehaviorCre8ivity

0. Course Introduction, Main Topics

ManagementMarketingResearchSegmentationConsumer BehaviorCreativity

0. Course Introduction, Schedule

1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior6. Creativity

0. Course Introduction, Methodology

Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

C r e a t i v i t y

0. Course Introduction, Methodology

0. Course Introduction, Why CB?

üMost marketing decisions & regulationsare based on CB assumptions.üMost marketing practices that are

designed to influence CB, do influencethe firm, the individual & the society.ü CB theory provides management with

many proper questions to ask.

0. Course Introduction, it’s all aboutÄ

ORVIHABE

ERUMNSCO

0. Course Introduction, it’s all aboutÄ

0. Course Introduction!

CB is taught since 1970’s

1. Management 4 Definition

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity

Management is . . .

1. Management 4 Definition

ü Planningü Executingü Controlling

Management

1. Management 4 Methodology

1. Management 4 Introduction

ü Visionü Strategyü Tacticsü Standards & procedures

ü Visionü Strategyü Tacticsü Standards

is a mental image of a possible and desirable future that is realistic, credible, and attractive.

A world in which buyers and sellers can conduct commerce anywhere, anytime, and in anyway they choose.

Mobility expanding into new areas……life goes mobile.

is concerned with the firm’s choice of business,

markets and activities, thus it defines the overall scope

and direction of the business (Kay, 1996).

The basis of our daily commitment is to ensure

the sustainable and profitable growth of the company, while always observing balance and financial transparency.

We work to help people and businesses throughout the world

realize their full potential.

ü Planningü Executing

ü Vision ü Controllingü Strategy ü Tacticsü Standards & procedures

1. Management 4 Business Plan

B u s i n e s s P l a n

FinancialPlan

MarketingPlan

OperationalPlan

HRPlan

1. Management!

Course Main Topics

2. Marketing 4 Definition

Marketing is . . .

2. Marketing 4 Definition

Marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

2. Marketing 4 Evolution

Production orientation“Can we make it?”Selling orientation“Can we sell what we make?”Marketing orientation“Can we determine what consumers want

that we can make and sell profitably?”

Management

Marketing

2. Marketing 4 Methodology

2. Marketing Plan 4 Definition

Marketing Plan is . . .

2. Marketing Plan 4 Definition

A Marketing Plan is a writtendocument containing description and guidelines for an organization’s or a product’s marketing strategies, tactics and programs - for offering their products and services over the defined planning period, often one year.

2. Marketing Plan: No short-cuts!

Give a man a fishand he eats for aday, teach him tofish and he eatsevery day.

2. Marketing Plan: No short-cuts!

2. Marketing Plan: 4X4 Structure

2. Marketing & Marketing Plan!

Course Main Topics

3. Research 4 Definition

Consumer Research (CR) is . . .

Management

Marketing

Marketing Research

3. Consumer Research4Methodology

3. Consumer Research 4 Contentü Definitionü Research Approachesü Secondary Dataü Primary Research Methodsü Projective Techniquesü Types of Survey Questionsü Sampling Techniquesü Upgrading Consumer Information

3. Consumer Research

ü Definition

The systematic gathering, recording and analyzing of data that yields information about the motives and needs of consumers, in order to be able to influence marketing planning, execution & control.

ü Definitionü Research Approaches4Positivism, Interpretivism

A CB research approach that focuses on consumerdecision making (objectivity).

PositivismInterpretivism

A CB research approachthat focuses on the act of consuming rather than on the act of buying (subjectivity).

Positivist ApproachPositivist Approach

ObjectiveObjective

PredictionPrediction

IndependentIndependent

Real CauseReal Cause

SeparationSeparation

Interpretivist ApproachInterpretivist Approach

SociallyConstructed

UnderstandingUnderstanding

ContextualContextual

SimultaneousShaping

InteractionInteraction

ü Definitionü Research Approaches4Comparison

Complexity:no single right or wrong

Rationality:objective-single reality

Nature (General)

qualitative & quantitative

quantitativeMethodologyunderstandpredictGoal (CB)

often not generalized to larger populations

can be generalized to larger populations

Findings

Interpreti-vism

Positi-vism

ü Definitionü Research approachesü Secondary data

Non-proprietary data

Proprietarydata

Company records

ExternalInternal

ü Definitionü Research approachesü Secondary data4Advantages/ disadvant.

- quality of data- limited to desk

research.

+ availability+ inexpensive+ may shed light

on the matter.

DisadvantagesAdvantages

ü Definitionü Research approachesü Secondary dataü Primary research methods

PersonalFocus Group

ControlledExperiments

Interviews

Direct/ Indirect e.g. ethnographvs. garbology

Mail @ *Phone: e.g. CATIor omnibus

ObservationsSurveys

CATI = Computer Assisted Telephone Interview

ü Definitionü Research approachesü Secondary dataü Primary research methods4Desk vs. Field Research

- Interviews 1:1- Observations- Focus Groups- Experiments

- Surveys

FieldDesk

ü Definitionü Research approachesü Secondary dataü Primary research methods4Quantitative vs. Qual.

- Interviews- Focus Groups- Experiments

- Surveys

- Observations

QualitativeQuantitative

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniques

Research procedures designed to identify consumer’s subconscious perceptions & motivations:- Word association…- Sentence completion or - Third person description…- Psychodrawing

Bubble drawing

“preparing for a holiday”:

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniques4Example

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey Questions

Veto-criteria Q?Closed format Q?

Open format Q?Demographic Q?

Keep It Short

& SimpleKISS

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques

Non-probability SampleSystematic SamplePopulation (universe) Probability SampleSimple Random Quota

CensusCluster

JudgmentConvenience

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.1)

Non-probability SampleSystematic SamplePopulation (universe)Probability SampleSimple Random

Example:call every

“n”th personin the phone book.

“n”

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.2)

Non-probability SampleSystematic SamplePopulation (universe)Probability SampleSimple Random

the total group that

the marketer wants to study.

“n”

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.3) m

QuotaCensusCluster

JudgmentConvenience

When different segmentsare represented inthe total sample.

“n”

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.4) m

QuotaCensus

ClusterJudgment

Convenience

When it is difficult toask too many “n”s, everybody in selected areas (clusters) isbeing asked.

“n”

ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.)ü Upgrading Consumer Info. Customer

Relationship Mgt.CRM

MarketingInformation Sys.

Consumer Research (data)

3. Consumer Research 4 MIS

Sales by customer

Sales by salesperson

Sales by productOperationaldatabases

Databasesof valid

transactionsfor each

Transactionprocessing

systems(TPS)

Businesstransactions

Figure 9.9

MarketingMIS

Databases ofexternal data

Databases ofinternal data

Marketing DecisionSupport System

Marketing Expert System

Marketingapplicationsdatabases

Pricing report

Total service calls

Customer satisfaction

3. Consumer Research4CRM & e-CRM

Is managing consumer research

information complex?

Knowledge/ContentKnowledge/ContentManagementManagement

LogisticsLogistics

FinanceFinance

IndustryIndustry--Specific Specific SolutionsSolutions

LegacyLegacySystemsSystems

VoiceVoice(IVR, ACD)(IVR, ACD)

EE--MailMail

DirectDirectInteractionInteraction

SalesSalesAutomationAutomation

MarketingMarketingAutomationAutomation

Mobile SalesMobile Sales(Prod. CFG)(Prod. CFG)

FieldFieldServiceService

Portal/Portal/ExtranetExtranet

EDIEDI

EE--MailMail

SuppliersSuppliers InternalInternal CustomersCustomers

FinancialFinancialData MartData Mart

HRHRData MartData Mart

ProductProductData MartData Mart

ClosedClosed--Loop ProcessingLoop Processing(EAI Toolkits, ETLM tools, (EAI Toolkits, ETLM tools, Embedded Mobile Agents)Embedded Mobile Agents)

CustomerCustomerData MartData Mart

OrderOrderData MartData Mart

System to System to SystemSystem

lier I

Operational

SCMSCM

ERPERP

CRMCRM

ConferencingConferencing

WebWebStorefrontStorefront

CollaborativeCollaborativePlanningPlanning

ConferencingConferencing

ManufacturingManufacturingExecutionExecution

WarehouseWarehouseManagementManagement

TransportationTransportationManagementManagement TransportationTransportation

PlanningPlanning

DistributionDistributionPlanningPlanning

SupplySupplyPlanningPlanning

ManufacturingManufacturingPlanningPlanning

EE--BusinessBusinessAnalytical

OrderOrderManagementManagement

ServiceServiceAutomationAutomation

Web/Web/IntranetIntranet

HumanHumanResourcesResources

ManuManu--facturingfacturing

Demand Demand PlanningPlanning

IntelligenceIntelligence

ProductProductLifecycleLifecycle

AnalyzeAnalyze

DesignDesign

BuildBuild

DeliverDeliver

DataDataWarehouseWarehouse

Modern Corporate Information Technology Infrastructure and e-CRM

3. Consumer Research!

Course Main Topics

üüü

Part Two out of Six

Consumer Behavior DA-1 - Marketing Plan...

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