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MIS: Razumijevanje potrošača · PDF file 27/5/2018 1 MIS: Razumijevanje potrošača RAZUMIJEVANJE POTROŠAČA MARKETING-INFORMACIJSKI SUSTAV Katedra za marketing, Ekonomski fakultet

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  • 27/5/2018

    1

    MIS: Razumijevanje potrošača

    RAZUMIJEVANJE POTROŠAČA MARKETING-INFORMACIJSKI SUSTAV

    Katedra za marketing, Ekonomski fakultet u Osijeku, Sveučilište Josipa Jurja Strossmayera u Osijeku

    Motivacija

    Ponašanje

    Razumijevanje

    Marketing-informacijski sustav 3

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    Marketing-informacijski sustav 4

    Zatvorenikova dilema

    Potrošačka kartica kao IS  Mogućnosti informiranja

    – Datum i vrijeme, iznos, demografski podaci kao što su starost, zanimanje i mjesto

    – Informacije o posjetima hotelima, vremenu kada je obavljena pojedina kupnja, iznosu potrošenom na pojedine grupe proizvoda ili bračnom statusu potrošača, podaci o regionalnoj (geografskoj) mobilnosti ili posjetu potrošača pojedinim dućanima u određeno doba dana.

    – Kontaktiranje kupaca SMSom, e-poštom, telefonom

    Marketing-informacijski sustav 5

    6 Marketing-informacijski sustav

    http://upload.wikimedia.org/wikipedia/commons/e/e8/Prisoner's_Dilemma_embezzlement_scenario.pdf

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    Stare vrijednosti Novi segmenti

    Marketing-informacijski sustav 7

    McD: Kombinranje pristupa (1)

    McD: Kombinranje pristupa (2)

     Poštivanje temeljnog koncepta i osnovne skupine potrošača – Iznimna cjenovna

    osjetljivost

    – Količina za novac

    – Rad 24/7

     Stvaranje novog imidža koji rezonira s očekivanjima modernih konzumenata – Organski uzgoj

    – Održivost nabave

    – Usavršavanje kvalitete proizvoda

    Marketing-informacijski sustav 8

    McD: Kombinranje pristupa (3)

    Marketing-informacijski sustav 9

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    OECD Skills Research  OECD (the Organisation for Economic Co-

    operation and Development)

     Istraživanje

    – 2011–2015 (objavljeno 2016.)

    – 33 zemlje

    – 215.942 ispitanika (najmanje 5.000 ispitanika u pojedinoj zemlji)

    – Dob 16-65

    – 4 razine tehnološke osposobljenosti

    Marketing-informacijski sustav 10

    4 razine tehnološke osposobljenosti

     Ispod razine 1 – 14% – “Delete this email message” in an email app.

     Razina 1 – 29% – “Find all emails from John Smith.”

     Razina 2 – 26% – “You want to find a sustainability-related document that was

    sent to you by John Smith in October last year.”

     Razina 3 – 5% – “You want to know what percentage of the emails sent by

    John Smith last month were about sustainability.”

     Ostatak – 26% – Ne koriste računala

    Marketing-informacijski sustav 11

    Marketing-informacijski sustav 12

    https://www.youtube.com/watch?v=gZeXyVJC-Jg

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    Marketing-informacijski sustav 13

    Svi lažu, a Google to jako dobro zna https://www.theguardian.com/technology/2017/jul/09/everybody -lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz

    Što znači djelić sekunde web-korisnicima? (1)

     Polovica korisnika pregledava proizvode i usluge na smartphoneima

    – Samo 1/5 kupuje na tim uređajima

     Dodatnih

    – 0,1 sekundi učitavanja web-sjedišta može smanjiti stopu konverzija za 7%

    – 2 sekunde učitavanja može povećati stopu napuštanja (bounce-rate) za 103%

    Marketing-informacijski sustav 14

    Što znači djelić sekunde web-korisnicima? (2)

     53% mobilnih korisnika će napustiti web-sjedište koje se učitava duže od 3 sekunde

    – Stope napuštanja su najveće kod kupaca na mobilnim telefonima, a najniže kod kupaca na tabletima

    Marketing-informacijski sustav 15

    https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz

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    Marketing-informacijski sustav 16

    Marketing-informacijski sustav 17

    Marketing-informacijski sustav 18

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    Personalizirani sadržaj na FB

     Facebookov algoritam koristi korisničke reakcije na objave (love, haha, wow, sad i angry) s ciljem određivanja koji tip sadržaja staviti u korisnički News Feed

    – Reakcije su značajnije od Likeova

    – Nisu ponderirane

    Marketing-informacijski sustav 19

    Marketing-informacijski sustav 20

    Mega influencers VS micro-influencers https://hypebeast.com/2018/4/social-media-influencers-losing-value !

    Influencers?

    Influencers  Pojedinac koji može izravno ili neizravno utjecati na

    mišljenja, stavove i ponašanje svojih „pratitelja” (određene ciljne skupine) – Kroz svoje znanje, autoritet, poziciju ili odnos s drugima

    – Aktivna interakcija s ciljnom skupinom

     Kategorije – Poznate osobe (celebrities)

    – Eksperti i lideri

    – Blogeri i stvaratelji sadržaja

    – Mikro-influenceri

    Marketing-informacijski sustav 21

    https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://hypebeast.com/2018/4/social-media-influencers-losing-value https://www.youtube.com/watch?v=etQ36X37dXo

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    TacoBell i Instagram

    22

     Promocija novog proizvoda – viralno putem društvenih mreža

     Analiza percepcije potrošača

     Razvijanje novih proizvoda

    Marketing-informacijski sustav

    Marketing-informacijski sustav 23

    Marketing-informacijski sustav 24

    Podaci koji su promijenili svijet: sve o tebi za 68 likeova

    https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-

    helped-trump-win

    https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win http