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Marketing Management Session 11
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Marketing Management Session 11

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  • Video icon links to video snippet on Hasbro’s meeting the inventory needs of its retail customers.
  • Transcript

    • 1. Analyzing Consumer Markets
    • 2. What Influences Consumer Behavior?
      • Cultural factors
      • Social factors
      • Personal factors
    • 3. Culture The fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
    • 4. Subcultures
      • Nationalities
      • Religions
      • Racial groups
      • Geographic regions
      • Special interests
    • 5. Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
    • 6. Characteristics of Social Classes
      • Within a class, people tend to behave alike.
      • Social class conveys perceptions of inferior or superior position.
      • Class may be indicated by a cluster of variables (occupation, income, wealth).
      • Class designation is mobile over time.
    • 7. Social Factors Reference groups Social roles Statuses Family
    • 8. Reference Groups
      • Membership
      • Primary
      • Secondary
      • Aspirational
      • Dissociative
    • 9. Family
      • Family of Orientation
        • Religion
        • Politics
        • Economics
      • Family of Procreation
        • Everyday buying behavior
    • 10. Personal Factors
      • Age
      • Life cycle stage
      • Occupation
      • Wealth
      • Personality
      • Values
      • Lifestyle
      • Self-concept
    • 11. Brand Personality
      • Sincerity
      • Excitement
      • Competence
      • Sophistication
      • Ruggedness
    • 12. Key Psychological Processes
      • Motivation
      • Perception
      • Learning
      • Memory
    • 13. Motivation
      • Freud’s theory
      • Maslow’s hierarchy of needs
      • Herzberg’s two-factor theory
    • 14. Perception
      • Selective attention
      • Selective retention
      • Selective distortion
      • Subliminal perception
    • 15. Consumer Buying Process
      • Problem recognition
      • Information search
      • Evaluation
      • Purchase decision
      • Postpurchase behavior
    • 16. Sources of Information
      • Personal
      • Commercial
      • Public
      • Experiential
    • 17. Organizational Buying Decision-making process by which formal organizations establish the need for purchased products and services, and identify evaluate, and choose among alternative brands and suppliers.
    • 18. Characteristics of Business Markets
      • Fewer, larger buyers
      • Close supplier-customer relationships
      • Professional purchasing
      • Many buying influences
      • Multiple sales calls
      • Derived demand
      • Inelastic demand
      • Fluctuating demand
      • Geographically concentrated buyers
      • Direct purchasing
    • 19. Buying Situation
      • Straight rebuy
      • Modified rebuy
      • New task
    • 20. The Buying Center
      • Initiators
      • Users
      • Influencers
      • Deciders
      • Approvers
      • Buyers
      • Gatekeepers
    • 21. Of Concern to Business Marketers
      • Who are the major decision participants?
      • What decisions do they influence?
      • What is their level of influence?
      • What evaluation criteria do they use?
    • 22. Types of Business Customers
      • Price-oriented
      • Solution-oriented
      • Gold-standard
      • Strategic-value
    • 23. Handling Price-Oriented Customers
      • Limit quantity purchased
      • Allow no refunds
      • Make no adjustments
      • Provide no services
    • 24. Purchasing Orientations
      • Buying
      • Procurement
      • Supply chain management
    • 25. Product-Related Purchasing Processes
      • Routine products
      • Leverage products
      • Strategic products
      • Bottleneck products
    • 26. Methods of e-Procurement
      • Websites organized using vertical hubs
      • Websites organized using functional hubs
      • Direct extranet links to major suppliers
      • Buying alliances
      • Company buying sites
    • 27. Forms of Electronic Marketplaces
      • Catalog sites
      • Vertical markets
      • Pure play auction sites
      • Spot markets
      • Private exchanges
      • Barter markets
      • Buying alliances
    • 28. Assessing Customer Value
      • Internal engineering assessment
      • Field value-in-use assessment
      • Focus-group value assessment
      • Direct survey questions
      • Conjoint analysis
      • Benchmarks
      • Compositional approach
      • Importance ratings
    • 29. Order Routine Specification and Inventory
      • Stockless purchase plans
      • Vendor-managed inventory
      • Continuous replenishment
    • 30. Desirable Outcomes of a B2B transaction: OTIFNE
      • On time
      • In full
      • No error
    • 31. Establishing Corporate Credibility
      • Expertise
      • Trustworthiness
      • Likeability
    • 32. Factors Affecting Buyer-Supplier Relationships
      • Availability of alternatives
      • Importance of supply
      • Complexity of supply
      • Supply market dynamism
    • 33. Categories of Buyer-Seller Relationships
      • Basic buying and selling
      • Bare bones
      • Contractual transaction
      • Customer supply
      • Cooperative systems
      • Collaborative
      • Mutually adaptive
      • Customer is king
    • 34. Opportunism Some form of cheating or undersupply relative to an implicit or explicit contract.
    • 35. Analyzing Business Markets
    • 36. CISCO Targets Businesses
    • 37. What is Organizational Buying?
      • Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers.
    • 38. Top Business Marketing Challenges
      • Expand understanding of customer needs
      • Compete globally as China and India reshape markets
      • Master analytical tools and improve quantitative skills
      • Reinstate innovation as an engine of growth
      • Create new organizational models and linkages
    • 39. Characteristics of Business Markets
      • Fewer, larger buyers
      • Close supplier-customer relationships
      • Professional purchasing
      • Many buying influences
      • Multiple sales calls
      • Derived demand
      • Inelastic demand
      • Fluctuating demand
      • Geographically concentrated buyers
      • Direct purchasing
    • 40. Buying Situation Straight rebuy Modified rebuy New task
    • 41. Systems Buying and Selling Turnkey solution desired; bids solicited Prime contractors Second-tier contractors System subcomponents assembled
    • 42. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
    • 43. Of Concern to Business Marketers
      • Who are the major decision participants?
      • What decisions do they influence?
      • What is their level of influence?
      • What evaluation criteria do they use?
    • 44. Sales Strategies Small Sellers Large Sellers Key Buying Influencers Multilevel In-depth Selling
    • 45. Stages in the Buying Process: Buyphases
      • Problem recognition
      • General need description
      • Product specification
      • Supplier search
      • Proposal solicitation
      • Supplier selection
      • Order-routine specification
      • Performance review
    • 46. Forms of Electronic Marketplaces
    • 47. Methods of e-Procurement
      • Websites organized using vertical hubs
      • Websites organized using functional hubs
      • Direct extranet links to major suppliers
      • Buying alliances
      • Company buying sites
    • 48. Handling Price-Oriented Customers Limit quantity purchased Allow no refunds Make no adjustments Provide no services
    • 49. Methods for Researching Customer Value
      • Internal engineering assessment
      • Field value-in-use assessment
      • Focus-group value assessment
      • Direct survey questions
      • Conjoint analysis
      • Benchmarks
      • Compositional approach
      • Importance ratings
    • 50. Order Routine Specification Stockless purchase plans Vendor-managed inventory Continuous replenishment
    • 51. Establishing Corporate Trust and Credibility Expertise Likeability Trustworthiness
    • 52. Factors Affecting Buyer-Supplier Relationships Availability of alternatives Supply market dynamism Complexity of supply Importance of supply
    • 53. Categories of Buyer-Seller Relationships
      • Basic buying and selling
      • Bare bones
      • Contractual transaction
      • Customer supply
      • Cooperative systems
      • Collaborative
      • Mutually adaptive
      • Customer is king
    • 54. What is Opportunism?
      • Opportunism is some form of cheating or undersupply relative to an implicit or explicit contract.
    • 55. Marketing of Farm Output from Rural Areas
      • Contract Farming – Pepsi
      • Procuring from Cooperatives – Amul
      • Use ICT for procurement – ITC

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