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ConsumerBehavior-1
Consumer Behavior Background
Danny AbramovichMarketing Plan Specialist
1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior6. Creativity
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0. Course Introduction, Main Topics
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0. Course Introduction, Main Topics
Management, Marketing, Research
Segmentation, Consumer BehaviorCre8ivity
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0. Course Introduction, Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
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0. Course Introduction, Schedule
1. Management2. Marketing3. Research4. Segmentation5. Consumer Behavior6. Creativity
part1
part2
part3
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0. Course Introduction, Methodology
© Danny Abramovich
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Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
C r e a t i v i t y
0. Course Introduction, Methodology
© Danny Abramovich
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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.
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0. Course Introduction, it’s all aboutÄ
ORVIHABE
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0. Course Introduction, it’s all aboutÄ
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0. Course Introduction, it’s all aboutÄ
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0. Course Introduction, it’s all aboutÄ
ORGT
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0. Course Introduction!
CB is taught since 1970’s
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1. Management 4 Definition
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
Management is . . .
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1. Management 4 Definition
ü Planningü Executingü Controlling
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Management
1. Management 4 Methodology
© Danny Abramovich
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards & procedures
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
is a mental image of a possible and desirable future that is realistic, credible, and attractive.
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
A world in which buyers and sellers can conduct commerce anywhere, anytime, and in anyway they choose.
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
Mobility expanding into new areas……life goes mobile.
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
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).
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
The basis of our daily commitment is to ensure
the sustainable and profitable growth of the company, while always observing balance and financial transparency.
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards
We work to help people and businesses throughout the world
realize their full potential.
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards & procedures
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1. Management 4 Introduction
ü Visionü Strategyü Tacticsü Standards & procedures
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1. Management 4 Introduction
ü Planningü Executing
ü Vision ü Controllingü Strategy ü Tacticsü Standards & procedures
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1. Management 4 Business Plan
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1. Management 4 Business Plan
B u s i n e s s P l a n
FinancialPlan
MarketingPlan
OperationalPlan
HRPlan
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1. Management!
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Course Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
ü
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2. Marketing 4 Definition
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
Marketing is . . .
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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.
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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?”
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Management
Marketing
2. Marketing 4 Methodology
© Danny Abramovich
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2. Marketing Plan 4 Definition
Marketing Plan is . . .
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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.
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2. Marketing Plan: No short-cuts!
Give a man a fishand he eats for aday, teach him tofish and he eatsevery day.
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2. Marketing Plan: No short-cuts!
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2. Marketing Plan: 4X4 Structure
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2. Marketing & Marketing Plan!
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Course Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
üü
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3. Research 4 Definition
1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity
Consumer Research (CR) is . . .
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Management
Marketing
Marketing Research
3. Consumer Research4Methodology
© Danny Abramovich
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3. Consumer Research 4 Contentü Definitionü Research Approachesü Secondary Dataü Primary Research Methodsü Projective Techniquesü Types of Survey Questionsü Sampling Techniquesü Upgrading Consumer Information
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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.
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3. Consumer Research
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).
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Positivist ApproachPositivist Approach
ObjectiveObjective
PredictionPrediction
IndependentIndependent
Real CauseReal Cause
SeparationSeparation
Interpretivist ApproachInterpretivist Approach
SociallyConstructed
SociallyConstructed
UnderstandingUnderstanding
ContextualContextual
SimultaneousShaping
SimultaneousShaping
InteractionInteraction
3. Consumer Research
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3. Consumer Research
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
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3. Consumer Research
ü Definitionü Research approachesü Secondary data
Non-proprietary data
Proprietarydata
Company records
ExternalInternal
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3. Consumer Research
ü Definitionü Research approachesü Secondary data4Advantages/ disadvant.
- quality of data- limited to desk
research.
+ availability+ inexpensive+ may shed light
on the matter.
DisadvantagesAdvantages
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3. Consumer Research
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
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3. Consumer Research
ü Definitionü Research approachesü Secondary dataü Primary research methods4Desk vs. Field Research
- Interviews 1:1- Observations- Focus Groups- Experiments
- Surveys
FieldDesk
@ * (
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3. Consumer Research
ü Definitionü Research approachesü Secondary dataü Primary research methods4Quantitative vs. Qual.
- Interviews- Focus Groups- Experiments
Q?
- Surveys
- Observations
y?
QualitativeQuantitative
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3. Consumer Research
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”:
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3. Consumer Research
ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniques4Example
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3. Consumer Research
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
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3. Consumer Research
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
mp
S
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gn
i
a
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3. Consumer Research
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.
mp
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i
a
“n”
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3. Consumer Research
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.
mp
S
l
g
i
a
“n”
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3. Consumer Research
ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.3) m
p
S
l
g
i
a
QuotaCensusCluster
JudgmentConvenience
When different segmentsare represented inthe total sample.
“n”
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3. Consumer Research
ü Definitionü Research approachesü Secondary dataü Primary research methodsü Projective techniquesü Types of survey questionsü Sampling techniques (ex.4) m
p
S
l
g
i
a
QuotaCensus
ClusterJudgment
Convenience
When it is difficult toask too many “n”s, everybody in selected areas (clusters) isbeing asked.
“n”
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3. Consumer Research
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.
MIS
Consumer Research (data)
CR
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3. Consumer Research 4 MIS
Sales by customer
Sales by salesperson
Sales by productOperationaldatabases
Databasesof valid
transactionsfor each
TPS
Transactionprocessing
systems(TPS)
Businesstransactions
Figure 9.9
MarketingMIS
Databases ofexternal data
Databases ofinternal data
Marketing DecisionSupport System
(DSS)
Marketing Expert System
(ES)
Marketingapplicationsdatabases
Pricing report
Total service calls
Customer satisfaction
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3. Consumer Research4CRM & e-CRM
Is managing consumer research
information complex?
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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
Supp
lier I
nter
actio
n
Cus
tom
er In
tera
ctio
n
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
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3. Consumer Research!
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Course Main Topics
ManagementMarketingResearchSegmentationConsumer BehaviorCreativity
üüü
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Part Two out of Six
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