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MBA570 Class 4 Presentation

MBA570 Class 4 Presentation

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  • 1. + MBA/570 Sustainable Customer Relationships December / January 2009
  • 2. + Agenda Housekeeping / Mind-Map  Marketing in the news  Review: major concepts  Segmentation, Perceptual Mapping & Forecasting  Classic Airlines review  Classic Airlines benchmarking - groups  Next time…  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 3. + Week 4 Mind Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 4. + Week 4 Concepts Analyze customer needs, behaviors and trends  Analyze industry/competitive trends  Leverage customer feedback  Understand key drivers of customer value  Establish long-term customer acquisition and  retention objectives Perform customer segmentation analysis  Evaluate customer/segment profitability metrics  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 5. + Housekeeping Z-Wing papers  Week 6 Assignment: Classic Airlines  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 6. + Happy New Year? January 5th the most stressful of the year  Noisy eating  Sniffing  Loud phone talkers  January 19th most depressing day  broke your resolutions  bills for Christmas  Feel free to rant  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 7. You Can Stop Exercising Now. . .
  • 8. +
  • 9. + Subliminal Marketing Widely quoted study in movie theaters  Flashed “Drink Coca-Cola”, “Hungry?”, and “Eat  Popcorn” messages for 1/3000th second Sales of popcorn increased 57.8%  Nobody could replicate it  Study author finally admitted he made it up  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 10. + Subliminal Marketing MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 11. Marketing in the news
  • 12. Academy Award: Product Placement
  • 13. + Workshop III Review DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 14. 4 a.m. Conspiracy
  • 15. Ice Cream & Shark Attacks shark attacks ice cream sales
  • 16. Remember the Otaku?
  • 17. The Perfect Pickle
  • 18. + Workshop IV Major Concepts DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 19. + Rollerblade Case Study MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 20. + Rollerblade Quiz MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 21. + Customer Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 22. + Customer Segmentation What is segmentation?  Consumer segmentation  Demographics, psychographics, behavioral  Business segmentation  Company size, industry, geography  Benefits segmentation & needs-based segmentation  Profitability of segments: 80 – 20 rule  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 23. + Psychographics Explained DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 24. Keds Sneakers
  • 25. Adidas Tennis Shoes
  • 26. Converse All-Stars Basketball Shoes
  • 27. Nike Air Jordans Expensive Shoes!
  • 28. Sneakers Gone Wild Incredible Selection
  • 29. Nike Studio Custom Shoes
  • 30. Original Reebok
  • 31. Reebok Market Segmentation
  • 32. Apple Computer Power Mac G5 PowerBook iMac iBook
  • 33. Apple Computer
  • 34. One More Example. . . Have your customers segment themselves!
  • 35. + Nokia Case Study MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 36. + Segmentation Quiz DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 37. + Perceptual Mapping & Positioning DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 38. + Perceptual Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 39. + Perceptual Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 40. + Positioning – Children's Drinks Packaging & Targeted Promotion  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 41. + Positioning – Adult Milk Drinks Packaging & Targeted Promotion  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 42. PositioningMap MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 43. Perceptual Mapping
  • 44. Perceptual Mapping
  • 45. Perceptual Mapping
  • 46. A Unique Perceptual Mapping Tool
  • 47. + Exercise: Classic Airlines Market Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 48. Case Study: “Song” Airlines
  • 49. + Song Airlines Part 1 What do you think of their strategy?  What would Levitt think?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 50. + Song Airlines Part 2 What are they doing right?  What are they doing wrong?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 51. + Song Airlines Part 3 What was Song’s biggest mistake?  What happens when you give marketers $20M to  start an airline? great branding, no product!  you get and airline about nothing!  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 52. + Utilizing Customer Feedback DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 53. + Source of Customer Feedback Customer support calls  Surveys  Web sites – reviews, ihateyourcompany.com  Product registration  Employees, management  Classic Airlines  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 54. + Relationship Marketing Use customer feedback  Integrated marketing  Retention vs. Acquisition  Genesis: Frequent Flier Programs  Other examples  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 55. + Sales Forecasting Most popular method: what did we sell last year?  Better method: drivers of revenue  demographics, economics  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 56. Sales Forecasting MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 57. + Classic Airlines Review DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 58. + Classic Airlines Review Situation Analysis  problems, opportunities  Framing the problem: the 4 P’s  End state goals  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 59. + Groups: Classic Airlines Benchmarking DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • 60. + Next Week Identify best practices in customer relationship  management Propose customer acquisition and retention  initiatives Evaluate customer risk  Align customer relationship initiatives and  organizational goals Classic airlines benchmarking due  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  • 61. + Next Time. . . Classic Airlines benchmarking  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009