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Order-to-payment cycle
Sales information system
Databases, warehousing, data mining
Marketing intelligence system
DATABASE MANAGEMENT
WHAT IS A
MARKETING INTELLIGENCE SYSTEM?
A marketing intelligence system is
a set of procedures and sources that
managers use to obtain everyday
information about developments in
the marketing environment.
Trend
Megatrend
3-8
Economic
Technological
Socio-cultural
Natural
3-11
ECONOMIC ENVIRONMENT
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
INCOME DISTRIBUTION
Subsistence
economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
SOCIAL-CULTURAL ENVIRONMENT
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
3-15
SOCIO-CULTURAL INFLUENCES
NATURAL ENVIRONMENT
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
KEYS TO AVOIDING
GREEN MARKETING MYOPIA
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims
Genuine Greens
Not Me Greens
Go-with-the-Flow Greens
Dream Greens
Business First Greens
Mean Greens
TECHNOLOGICAL ENVIRONMENT
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
FORECASTING AND
DEMAND MEASUREMENT
market
Available market
Target market
Penetrated market
A VOCABULARY FOR
DEMAND MEASUREMENT
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
Calculations
CONSUMER BEHAVIOR
WHAT INFLUENCES
CONSUMER BEHAVIOR?
Cultural Factors
Social Factors
Personal Factors
WHAT IS CULTURE?
Culture is the fundamental
determinant of a persons wants and
behaviors acquired through
socialization processes with family
and other key institutions.
SUBCULTURES
Nationalities
Religions
Racial groups
Geographic regions
SOCIAL CLASSES
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
SOCIAL FACTORS
Reference groups
Family
Social roles
Statuses
REFERENCE GROUPS
Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups
FAMILY DISTINCTIONS
AFFECTING BUYING DECISIONS
PERSONAL FACTORS
Age
Life cycle stage
Occupation
Wealth
Personality
Values
Lifestyle
Self-concept
PERSONALITY
BRAND PERSONALITY
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
MOTIVATION
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
MASLOWS HIERARCHY
PERCEPTION
Selective attention
Selective retention
Selective distortion
Subliminal perception
LEARNING
EMOTIONS
MEMORY
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
SOURCES OF INFORMATION
Personal
Commercial
Public
Experiential
PERCEIVED RISK
Functional
Physical
Financial
Social
Psychological
Time
DECISION HEURISTICS
Availability
Representativeness
Anchoring and adjustment
FRAMING
MENTAL ACCOUNTING
Consumers tend to
Segregate
gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses
Fewer buyers
Close suppliercustomer
relationships
Professional
purchasing
Many buying
influences
BUYING SITUATION
Straight Rebuy
Modified Rebuy
New Task
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
OF CONCERN TO MARKETERS
Who are the major decision participants?
What decisions do they influence?
What is their level of influence?
What evaluation criteria do they use?
BUYGRID FRAMEWORK
Internal engineering
assessment
Field value-in-use
assessment
Focus-group value
assessment
Direct survey
questions
Conjoint analysis
Benchmarks
Compositional
approach
Importance ratings
Cooperative systems
Collaborative
Mutually adaptive
Customer is king
INSTITUTIONAL MARKETS
GEOGRAPHIC SEGMENTATION
CLARITAS PRIZM
Education and affluence
Family life cycle
Urbanization
Race and ethnicity
Mobility
DEMOGRAPHIC SEGMENTATION
Age and life cycle
Life stage
Gender
Income
Generation
Social class
Race and Culture
GENERATIONAL INFLUENCES
PSYCHOGRAPHIC SEGMENTATION
AND THE VALS FRAMEWORK
Initiator
Influencer
Decider
Buyer
User
Buyer-Readiness
Loyalty Status
Attitude
LOYALTY STATUS
Hard-core
Split loyals
Shifting loyals
Switchers
Threat of Buyer
Bargaining Power
Threat of Supplier
Bargaining Power
Threat of
Substitutes
Threat of
New Entrants
WHAT IS A BRAND?
A brand is a name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them from
those of competitors.
WHAT IS BRANDING?
Branding is endowing
products and services with the
power of the brand.
Improved
perceptions of
product
performance
Greater loyalty
Less vulnerability to
competitive
marketing actions
Less vulnerability to
crises
Larger margins
More inelastic
consumer response
Greater trade
cooperation
Increased marketing
communications
effectiveness
Possible licensing
opportunities
BAV MODEL
MASTERCARD CREATED AN
EMOTIONAL BOND TO ITS BRAND
BRAND ELEMENTS
Brand names
Slogans
Characters
Symbols
Logos
URLs
SLOGANS
We try harder
Well pick you up
Nextel Done
Zoom Zoom
Im lovin it
Innovation at work
This Buds for you
Always low prices
INTERNAL BRANDING
Choose the right moment
Link internal and external marketing
Bring the brand alive for employees
BRANDING TERMS
Brand line
Brand mix
Brand extension
Sub-brand
Parent brand
Family brand
Line extension
Category extension
Branded variants
Licensed product
BRAND EXTENSIONS
WHAT IS POSITIONING?
10-132
VALUE PROPOSITIONS
Perdue Chicken
More
Dominos
A
DEFINING ASSOCIATIONS
Points-of-difference
Attributes or benefits
consumers strongly
associate with a
brand, positively
evaluate, and believe
they could not find to
the same extent with a
competitive brand
Points-of-parity
Associations that are
not necessarily unique
to the brand but may
be shared with other
brands
POINT-OF-DIFFERENCE CRITERIA
Desirable
Deliverable
Differentiating
BRAND MANTRAS
Simplify
Inspire
CONSTRUCTING A
BRAND POSITIONING BULLS-EYE
DIFFERENTIATION STRATEGIES
MEANS OF DIFFERENTIATION
Employee
Channel
Image
Services
EMOTIONAL BRANDING
Strong culture
Communication style
Emotional hook
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