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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






Transcript

  • 1. Welcome
  • 2. Class Policies
  • 3. Class Policies • Syllabus posted in forums is guiding document
  • 4. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points
  • 5. Class Policies • Syllabus posted in forums is guiding document • Miss one class – lose (4) participation points • Second missed class – auto-drop
  • 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. 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. Syllabus Review
  • 9. What are we going to learn?
  • 10. How to identify markets & consumers
  • 11. How to identify markets & consumers How to segments markets
  • 12. How to identify markets & consumers How to segments markets How & why consumers buy
  • 13. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products
  • 14. How to identify markets & consumers How to segments markets How & why consumers buy Developing new products Marketing across channels
  • 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. 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. 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. Enabling Technology
  • 19. Enabling Technology
  • 20. Enabling Technology
  • 21. Enabling Technology
  • 22. Enabling Technology
  • 23. Enabling Technology
  • 24. Enabling Technology
  • 25. Enabling Technology
  • 26. Enabling Technology
  • 27. Presentation Skills
  • 28. The “Brand Ladder”
  • 29. The “Brand Ladder”
  • 30. Environmental Scanning
  • 31. Environmental Scanning Social
  • 32. Environmental Scanning Social Economic
  • 33. Environmental Scanning Social Economic Technology
  • 34. Environmental Scanning Social Economic Technology Competitive
  • 35. Environmental Scanning Social Economic Technology Competitive Regulatory
  • 36. Technological Obsolescence
  • 37. Technological Obsolescence
  • 38. R e gu lator y forces
  • 39. R e gu lator y forces
  • 40. R e gu lator y forces
  • 41. The Consumer Decision Process
  • 42. Evaluating Alternatives
  • 43. Information Search
  • 44. Buying Value
  • 45. Buying Value
  • 46. The Rational Consumer
  • 47. The Rational Consumer
  • 48. The Rational Consumer
  • 49. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR • Personal Influence  Opinion Leadership • Opinion Leaders • Word of Mouth Slide 5-39
  • 50. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons? Slide 5-40
  • 51. FIGURE 5-C Word of mouth influence Slide 5-41
  • 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. Slide 5-46
  • 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. Bonne Bell Cosmetics Why target the African American women market? Slide 5-48
  • 56. Target Why use Spanish language ads in the U.S.? Slide 5-49
  • 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. 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. FIGURE 6-3 Key characteristics of organizational buying behavior Slide 6-14
  • 60. FIGURE 6-A Key organizational buying criteria Slide 6-17
  • 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