mba570.springsummer09.1

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  • Social - race, culture, age, tobacco use
    Economic - income, economy,
    Technology - internet, open source, iphone
    Competitive - Chine, India
    Regulatory - Financials, Banks -- Global Warming
  • Social - race, culture, age, tobacco use
    Economic - income, economy,
    Technology - internet, open source, iphone
    Competitive - Chine, India
    Regulatory - Financials, Banks -- Global Warming
  • Social - race, culture, age, tobacco use
    Economic - income, economy,
    Technology - internet, open source, iphone
    Competitive - Chine, India
    Regulatory - Financials, Banks -- Global Warming
  • Social - race, culture, age, tobacco use
    Economic - income, economy,
    Technology - internet, open source, iphone
    Competitive - Chine, India
    Regulatory - Financials, Banks -- Global Warming
  • Social - race, culture, age, tobacco use
    Economic - income, economy,
    Technology - internet, open source, iphone
    Competitive - Chine, India
    Regulatory - Financials, Banks -- Global Warming






  • mba570.springsummer09.1

    1. 1. Welcome
    2. 2. Class Policies
    3. 3. Class Policies • Syllabus posted in forums is guiding document
    4. 4. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points
    5. 5. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop
    6. 6. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop • Learning teams, APA format
    7. 7. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop • Learning teams, APA format • Late assignments & feedback • Late penalty 10% per day
    8. 8. Syllabus Review
    9. 9. What are we going to learn?
    10. 10. How to identify markets & consumers
    11. 11. How to identify markets & consumers How to segments markets
    12. 12. How to identify markets & consumers How to segments markets How & why consumers buy
    13. 13. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products
    14. 14. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels
    15. 15. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works
    16. 16. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works How to write marketing plan
    17. 17. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels How internet marketing works How to write marketing plan How to think like a marketer
    18. 18. Enabling Technology
    19. 19. Enabling Technology
    20. 20. Enabling Technology
    21. 21. Enabling Technology
    22. 22. Enabling Technology
    23. 23. Enabling Technology
    24. 24. Enabling Technology
    25. 25. Enabling Technology
    26. 26. Enabling Technology
    27. 27. Presentation Skills
    28. 28. The “Brand Ladder”
    29. 29. The “Brand Ladder”
    30. 30. Environmental Scanning
    31. 31. Environmental Scanning Social
    32. 32. Environmental Scanning Social Economic
    33. 33. Environmental Scanning Social Economic Technology
    34. 34. Environmental Scanning Social Economic Technology Competitive
    35. 35. Environmental Scanning Social Economic Technology Competitive Regulatory
    36. 36. Technological Obsolescence
    37. 37. Technological Obsolescence
    38. 38. R e gu lator y forces
    39. 39. R e gu lator y forces
    40. 40. R e gu lator y forces
    41. 41. The Consumer Decision Process
    42. 42. Evaluating Alternatives
    43. 43. Information Search
    44. 44. Buying Value
    45. 45. Buying Value
    46. 46. The Rational Consumer
    47. 47. The Rational Consumer
    48. 48. The Rational Consumer
    49. 49. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence  Opinion Leadership • Opinion Leaders • Word of Mouth Slide 5-39
    50. 50. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons? Slide 5-40
    51. 51. FIGURE 5-C Word of mouth influence Slide 5-41
    52. 52. 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
    53. 53. Slide 5-46
    54. 54. 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
    55. 55. Bonne Bell Cosmetics Why target the African American women market? Slide 5-48
    56. 56. Target Why use Spanish language ads in the U.S.? Slide 5-49
    57. 57. + 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
    58. 58. CHARACTERISTICS OF ORGANIZATIONAL BUYING • Demand Characteristics  Derived Demand • Size of the Order or Purchase • Number of Potential Buyers • Organizational Buying Objectives Slide 6-13
    59. 59. FIGURE 6-3 Key characteristics of organizational buying behavior Slide 6-14
    60. 60. FIGURE 6-A Key organizational buying criteria Slide 6-17
    61. 61. + 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

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