+




    MBA/570

    Sustainable Customer Relationships

    March / April 2008
+                                                        agenda
    Agenda
                                               ...
+                                                                    agenda
    Your Facilitator
                         ...
+
    Class Survey: How Many…

        Went to UOP/Axia for undergraduate work
    

        Have graduated or will gradu...
+                                                           agenda
    Syllabus Review
                                   ...
+                                              agenda
    Syllabus Review
                                               i...
+
    How to Get an „A‟

        Read the assigned materials then do your
    
        assignment

        Address each e...
+                                              agenda
    Understanding Marketing
                                        ...
+                                                      agenda
    Dinner break
                                           ...
+                                              agenda
    Exercise I
                                               introd...
+                                                                  agenda
    Exercise I – Who are you?
                  ...
+                                              agenda
    Exercise I – Who are you?
                                      ...
+                                                                      agenda
    Exercise II – What is marketing?
       ...
+                                                                         agenda
    What is marketing?
                  ...
+                                                                       agenda
    Course Goals & Objectives
             ...
Workshop I
 Readings
+ Workshop One Readings – Discussion           agenda

                                               introductions

     ...
+                                              agenda
    Environmental Scanning
                                         ...
SOCIAL FORCES

• Demographics
   Racial and Ethnic Diversity
    •Multiracials

    •Multicultural Marketing

    •Region...
FIGURE 3-4Racial and ethnic concentrations
in the United States (excluding whites)




                                   ...
SOCIAL FORCES

• Culture
   The Changing Attitudes and Roles of Men
    and Women
   Changing Values
    •Value Consciou...
ECONOMIC FORCES

• Economy
• Macroeconomic Conditions
• Consumer Income
   Gross Income
   Disposable Income
   Discret...
TECHNOLOGICAL FORCES

• Technology
• Technology of Tomorrow
• Technology’s Impact on Customer Value
   Recycling
   Prec...
Memorex Thumb Drive
What products might be replaced with this?




                                             Slide 3-31
Slide 3-36
+
    Regulatory Forces Example

        Too successful for their own good?
    
+
    The Consumer Decision Process




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
CONSUMER PURCHASE
        DECISION PROCESS

• Information Search: Seeking Value
   Internal Search
   External Search
  ...
FIGURE 5-2Consumer Report’s evaluation of
portable MP3-capable CD players




                                            ...
CONSUMER PURCHASE
        DECISION PROCESS

• Alternative Evaluation: Assessing Value
  Evaluative Criteria
  Considerat...
FIGURE 5-AWhat new car buyers consider
most important in deciding what new car to
buy




                                ...
CONSUMER PURCHASE
       DECISION PROCESS

• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
  Consumpti...
CONSUMER PURCHASE
        DECISION PROCESS

• Involvement and Problem-Solving
  Variations
   Routine Problem Solving
  ...
FIGURE 5-3Comparison of problem-solving
variations




                                          Slide 5-16
+                                              agenda
    The Rational Consumer
                                          ...
+                                              agenda
    Consumers Are Not Rational
                                     ...
+                                              agenda
    Consumers Are Not Rational
                                     ...
+                                              agenda
    Consumers Are Not Rational
                                     ...
+                                              agenda
    The Reptilian Brain
                                            ...
SOCIOCULTURAL INFLUENCES
     ON CONSUMER BEHAVIOR

• Personal Influence
   Opinion Leadership
     •Opinion Leaders

   ...
Pierce Brosnan and Anna Kournikova
      Why use celebrity spokespersons?




                                         Sli...
FIGURE 5-C Word of mouth influence




                                     Slide 5-41
SOCIOCULTURAL INFLUENCES
    ON CONSUMER BEHAVIOR

• Family Influence
  Consumer Socialization
  Family Life Cycle
   F...
Slide 5-46
SOCIOCULTURAL INFLUENCES
     ON CONSUMER BEHAVIOR

• Social Class
• Culture and Subculture
   African American Buying Pa...
Bonne Bell Cosmetics
Why target the African American women market?




                                                Sli...
Target
Why use Spanish language ads in the U.S.?




                                            Slide 5-49
+                                                      agenda
    Consumer v. Organizational Markets
                     ...
CHARACTERISTICS OF
     ORGANIZATIONAL BUYING

• Demand Characteristics
  Derived Demand
• Size of the Order or Purchase
...
FIGURE 6-3Key characteristics of
organizational buying behavior




                                   Slide 6-14
FIGURE 6-AKey organizational buying
criteria




                                      Slide 6-17
+
    Next Week




        Remember to create / post your Learning team
    
        Charter by Friday 6pm

        Reme...
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
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Powerpoint slides for class 1 of MBA 570 Spring 2009

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mba570.marapr09.class1

  1. 1. + MBA/570 Sustainable Customer Relationships March / April 2008
  2. 2. + agenda Agenda introductions Instructor introduction & background  exercise 1 Syllabus review, course policies & questions  syllabus The Brand Ladder dinner  Break & learning team formation – 40 minutes exercise  course goals Exercise: create and execute an online survey  readings Exercise: “what is marketing?”  Review of course goals & major objectives  Review & discussion week 1 reading assignments  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  3. 3. + agenda Your Facilitator introductions Lawrence Linn – Call me Larry  exercise 1 Various marketing roles for almost 20 years  syllabus research, consulting, communications, strategy  consumer, business to business, internet commerce  dinner Current work involves part time consulting and  exercise various startup companies course goals M.S. / MBA in 1992 (at night)  readings Moved to valley in 2005  woof! Single. . .except for Dixie the Wonder Dog  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  4. 4. + Class Survey: How Many… Went to UOP/Axia for undergraduate work  Have graduated or will graduate in the next few  months Work in a consumer-facing organization  Work in a business-facing organization  Work in a marketing function or department  Have worked with a CRM system  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  5. 5. + agenda Syllabus Review introductions Syllabus posted in forums is guiding document  exercise 1 Attendance  syllabus Miss one class – lose participation points  dinner Second missed class – dropped from course  exercise Show consideration for you classmates, be on time  course goals Learning teams, APA format  readings Late assignments & feedback  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  6. 6. + agenda Syllabus Review introductions exercise 1 syllabus dinner exercise course goals readings Always have your name cards out  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  7. 7. + How to Get an „A‟ Read the assigned materials then do your  assignment Address each element of the assignment & rubric  Use headings, bullet points & diagrams  Research the topics by consulting and citing  “outside” sources Proof read for spelling, grammar and punctuation  Attend and participate in all classes and team  meetings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  8. 8. + agenda Understanding Marketing introductions The Brand Ladder  exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  9. 9. + agenda Dinner break introductions exercise 1 syllabus dinner exercise course goals readings Eat it if you got it! – Resume in 30 minutes  Form your learning teams after break  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  10. 10. + agenda Exercise I introductions Interview a classmate – 5 minutes  exercise 1 background, work, etc.  syllabus Introduce them briefly to the class  dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  11. 11. + agenda Exercise I – Who are you? introductions exercise 1 Break up into your teams  syllabus Go to www.surveymonkey.com  dinner Signup for an account (one person per team is fine)  exercise Create a survey with 5 questions and mail it to the  course goals other teams Under collect responses -> change settings make sure readings  you allow multiple responses per computer MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  12. 12. + agenda Exercise I – Who are you? introductions exercise 1 Team A: mira.makarem@gmail.com  syllabus Team B: andyjp83@yahoo.com  dinner Team C: s_matuszewski@yahoo.com  exercise Team D: wendyariz@yahoo.com  course goals Team E: lucero.torres@phoenix.edu  readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  13. 13. + agenda Exercise II – What is marketing? introductions Break up into your teams  exercise 1 Two lists: what do marketers do?  syllabus what corporate objectives are marketers responsible for?  dinner how do they achieve those objectives?  exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  14. 14. + agenda What is marketing? introductions Who they are Viewpoint exercise 1 CEO, CFO They spend money. A cost center. syllabus Sales They generate leads for me. They make dinner brochures exercise Product development They think they know my job but they just write “marketing fluff” course goals Marketing Marketing impacts and permeates every readings decision we make Marketing is not for the faint of heart  It‟s not a direct science, so everyone is an expert!  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  15. 15. + agenda Course Goals & Objectives introductions Develop the discipline of customer focus  exercise 1 obsessive attention to who your customers and what you‟re  syllabus really selling test, test, then test again  dinner Develop your knowledge of customer relationship  exercise management and the processes of marketing course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  16. 16. Workshop I Readings
  17. 17. + Workshop One Readings – Discussion agenda introductions Environmental scanning  exercise 1 The consumer‟s decision process  syllabus Evaluating the competitive landscape dinner  exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  18. 18. + agenda Environmental Scanning introductions What is it?  exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  19. 19. SOCIAL FORCES • Demographics  Racial and Ethnic Diversity •Multiracials •Multicultural Marketing •Regional Marketing Slide 3-18
  20. 20. FIGURE 3-4Racial and ethnic concentrations in the United States (excluding whites) Slide 3-19
  21. 21. SOCIAL FORCES • Culture  The Changing Attitudes and Roles of Men and Women  Changing Values •Value Consciousness Slide 3-20
  22. 22. ECONOMIC FORCES • Economy • Macroeconomic Conditions • Consumer Income  Gross Income  Disposable Income  Discretionary Income Slide 3-25
  23. 23. TECHNOLOGICAL FORCES • Technology • Technology of Tomorrow • Technology’s Impact on Customer Value  Recycling  Precycling Example: “Green” Tech as selling point Slide 3-30
  24. 24. Memorex Thumb Drive What products might be replaced with this? Slide 3-31
  25. 25. Slide 3-36
  26. 26. + Regulatory Forces Example Too successful for their own good? 
  27. 27. + The Consumer Decision Process MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  28. 28. CONSUMER PURCHASE DECISION PROCESS • Information Search: Seeking Value  Internal Search  External Search • Personal Sources • Public Sources • Market-Dominated Sources Slide 5-8
  29. 29. FIGURE 5-2Consumer Report’s evaluation of portable MP3-capable CD players Slide 5-9
  30. 30. CONSUMER PURCHASE DECISION PROCESS • Alternative Evaluation: Assessing Value Evaluative Criteria Consideration Set • Purchase Decision: Buying Value Slide 5-10
  31. 31. FIGURE 5-AWhat new car buyers consider most important in deciding what new car to buy Slide 5-11
  32. 32. CONSUMER PURCHASE DECISION PROCESS • Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use Cognitive Dissonance Slide 5-12
  33. 33. CONSUMER PURCHASE DECISION PROCESS • Involvement and Problem-Solving Variations  Routine Problem Solving  Limited Problem Solving  Extended Problem Solving  Involvement and Marketing Strategy • Situational Influences Slide 5-15
  34. 34. FIGURE 5-3Comparison of problem-solving variations Slide 5-16
  35. 35. + agenda The Rational Consumer introductions exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  36. 36. + agenda Consumers Are Not Rational introductions exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  37. 37. + agenda Consumers Are Not Rational introductions exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  38. 38. + agenda Consumers Are Not Rational introductions exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  39. 39. + agenda The Reptilian Brain introductions exercise 1 syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  40. 40. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence  Opinion Leadership •Opinion Leaders •Word of Mouth Slide 5-39
  41. 41. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons? Slide 5-40
  42. 42. FIGURE 5-C Word of mouth influence Slide 5-41
  43. 43. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Family Influence Consumer Socialization Family Life Cycle  Family Decision Making • Information Gatherer • Purchaser • Influencer • User • Decision Maker Slide 5-44
  44. 44. Slide 5-46
  45. 45. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Social Class • Culture and Subculture  African American Buying Patterns  Hispanic Buying Patterns  Asian American Buying Patterns • Assimulated • Nonassimulated Slide 5-47
  46. 46. Bonne Bell Cosmetics Why target the African American women market? Slide 5-48
  47. 47. Target Why use Spanish language ads in the U.S.? Slide 5-49
  48. 48. + agenda Consumer v. Organizational Markets introductions Exercise: Compare Consumer v. Organizational  exercise 1 Buying decision syllabus dinner exercise course goals readings MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  49. 49. CHARACTERISTICS OF ORGANIZATIONAL BUYING • Demand Characteristics Derived Demand • Size of the Order or Purchase • Number of Potential Buyers • Organizational Buying Objectives Slide 6-13
  50. 50. FIGURE 6-3Key characteristics of organizational buying behavior Slide 6-14
  51. 51. FIGURE 6-AKey organizational buying criteria Slide 6-17
  52. 52. + Next Week Remember to create / post your Learning team  Charter by Friday 6pm Remember to review the rubric for the next  assignment MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  53. 53. MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
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