Consumer behavior da 1

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Consumer behavior da 1

  1. 1. Consumer Behavior-1 Consumer Behavior Background1. Management2. Marketing3. Research Danny Abramovich4. Segmentation5. Consumer Behavior Marketing Plan Specialist6. Creativity 1
  2. 2. 0. Course Introduction, Main Topics2
  3. 3. 0. Course Introduction, Main Topics Management, Marketing, Research Segmentation, Consumer Behavior3 Cre8ivity
  4. 4. 0. Course Introduction, Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity4
  5. 5. 0. Course Introduction, Schedule 1. Managementpart 2. Marketing 1 3. Research part 4. Segmentation 2 5. Consumer Behaviorpart 3 6. Creativity 5
  6. 6. 0. Course Introduction, Methodology6 © Danny Abramovich
  7. 7. 0. Course Introduction, Methodology Management Marketing Marketing Research Market Segmentation Consumer Behavior Creativity7 © Danny Abramovich
  8. 8. 0. Course Introduction, Why CB? Ÿ Most marketing decisions & regulations are based on CB assumptions. Ÿ Most marketing practices that are designed to influence CB, do influence the firm, the individual & the society. Ÿ CB theory provides management with many proper questions to ask.8
  9. 9. 0. Course Introduction, it’s all about€CO NS UM ERBE HA VI OR9
  10. 10. 0. Course Introduction, it’s all about€ CO NS UM ERM A R K E BE HA VI OR T I N G 10
  11. 11. 0. Course Introduction, it’s all about€ CO NS UM ERM A R K EM A N A G BE HA VI OR T I N GE M E N T 11
  12. 12. 0. Course Introduction, it’s all about€ CO NS UM ERM A R K EM A N A G BE HA VI OR T I N GE M E N T 12 €
  13. 13. 0. Course Introduction!13 CB is taught since 1970’s
  14. 14. 1. Management 4 Definition Management is . . . 1. Management 4. Segmentation14 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity
  15. 15. 1. Management 4 Definition Ÿ Planning Ÿ Executing Ÿ Controlling15
  16. 16. 1. Management 4 Methodology Management16 © Danny Abramovich
  17. 17. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures17
  18. 18. 1. Management 4 Introduction Ÿ Vision is a mental image of a possible and desirable Ÿ Strategy future that is realistic, Ÿ Tactics credible, and attractive. Ÿ Standards18
  19. 19. 1. Management 4 Introduction Ÿ Vision A world in which buyers and sellers can conduct Ÿ Strategy commerce anywhere, Ÿ Tactics anytime, and in any way they choose. Ÿ Standards19
  20. 20. 1. Management 4 Introduction Ÿ Vision Mobility expanding into new areas… Ÿ Strategy …life goes mobile. Ÿ Tactics Ÿ Standards20
  21. 21. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards21
  22. 22. 1. Management 4 Introduction Ÿ Vision is concerned with the firm’s choice of business, Ÿ Strategy markets and activities, thus Ÿ Tactics it defines the overall scope and direction of the Ÿ Standards business (Kay, 1996).22
  23. 23. 1. Management 4 Introduction Ÿ Vision The basis of our daily commitment is to ensure Ÿ Strategy the sustainable and profitable growth of the Ÿ Tactics company, while always Ÿ Standards observing balance and financial transparency.23
  24. 24. 1. Management 4 Introduction Ÿ Vision We work to help Ÿ Strategy people and businesses throughout the world Ÿ Tactics realize their full Ÿ Standards potential.24
  25. 25. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures25
  26. 26. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures26
  27. 27. 1. Management 4 Introduction Ÿ Planning Ÿ Executing Ÿ Vision Ÿ Controlling Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures27
  28. 28. 1. Management 4 Business Plan28
  29. 29. 1. Management 4 Business Plan Business Plan Financial Marketing Operational HR Plan Plan Plan Plan29
  30. 30. 1. Management!30
  31. 31. Course Main Topics Management ü Marketing Research Segmentation Consumer Behavior Creativity31
  32. 32. 2. Marketing 4 Definition Marketing is . . . 1. Management 4. Segmentation32 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity
  33. 33. 2. Marketing 4 Definition Marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.33
  34. 34. 2. Marketing 4 Evolution Production orientation “Can we make it?” Selling orientation “Can we sell what we make?” Marketing orientation “Can we determine what consumers want that we can make and sell profitably?”34
  35. 35. 2. Marketing 4 Methodology Management Marketing35 © Danny Abramovich
  36. 36. 2. Marketing Plan 4 Definition Marketing Plan is . . .36
  37. 37. 2. Marketing Plan 4 Definition A Marketing Plan is a written document containing description and guidelines for an organization’s or a product’s marketing strategies, tactics and programs - for offering their products and services over the defined planning period, often one year.37
  38. 38. 2. Marketing Plan: No short-cuts! Give a man a fish and he eats for a day, teach him to fish and he eats every day.38
  39. 39. 2. Marketing Plan: No short-cuts!39
  40. 40. 2. Marketing Plan: 4X4 Structure40
  41. 41. 2. Marketing & Marketing Plan!41
  42. 42. Course Main Topics Management ü Marketing ü Research Segmentation Consumer Behavior Creativity42
  43. 43. 3. Research 4 Definition Consumer Research (CR) is . . . 1. Management 4. Segmentation43 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity
  44. 44. 3. Consumer Research4Methodology Management Marketing Marketing Research44 © Danny Abramovich
  45. 45. 3. Consumer Research 4 Content Ÿ Definition Ÿ Research Approaches Ÿ Secondary Data Ÿ Primary Research Methods Ÿ Projective Techniques Ÿ Types of Survey Questions Ÿ Sampling Techniques Ÿ Upgrading Consumer Information45
  46. 46. 3. Consumer Research The systematic gathering, recording and analyzing ofŸ Definition data that yields information about the motives and needs of consumers, in order to be able to influence marketing planning, execution & control. 46
  47. 47. 3. Consumer Research A CB research approach that focuses on consumerŸ Definition decision making (objectivity).Ÿ Research Approaches Positivism 4Positivism, Interpretivism Interpretivism A CB research approach that focuses on the act of consuming rather than on the act of buying (subjectivity). 47
  48. 48. 3. Consumer ResearchPositivist ApproachPositivist Approach Interpretivist Approach Interpretivist Approach Socially Socially Objective Objective Constructed Constructed Prediction Prediction Understanding Understanding Independent Independent Contextual Contextual Simultaneous Simultaneous Real Cause Real Cause Shaping Shaping Separation Separation Interaction Interaction 48
  49. 49. 3. Consumer Research Positi- Interpreti- vism vism Nature Rationality: Complexity:Ÿ Definition objective- no single rightŸ Research Approaches (General) single reality or wrong 4Comparison Goal (CB) predict understand Methodology quantitative qualitative & quantitative Findings can be often not generalized generalized to larger to larger populations populations 49
  50. 50. 3. Consumer Research Internal ExternalŸ Definition Company ProprietaryŸ Research approachesŸ Secondary data records data Non-proprietary data 50
  51. 51. 3. Consumer Research Advantages DisadvantagesŸ Definition + availability - quality of dataŸ Research approachesŸ Secondary data + inexpensive - limited to desk 4Advantages/ disadvant. + may shed light research. on the matter. 51
  52. 52. 3. Consumer Research Surveys Observations Mail @ * Direct/ IndirectŸ DefinitionŸ Research approaches Phone: e.g. CATI e.g. ethnographŸ Secondary dataŸ Primary research methods or omnibus vs. garbology Interviews Personal Controlled Focus Group Experiments 52 CATI = Computer Assisted Telephone Interview
  53. 53. 3. Consumer Research Desk FieldŸ Definition - Surveys - Interviews 1:1Ÿ Research approachesŸ Secondary data @* ( - ObservationsŸ Primary research methods 4Desk vs. Field Research - Focus Groups - Experiments 53
  54. 54. 3. Consumer Research Quantitative QualitativeŸ Definition - Surveys - InterviewsŸ Research approachesŸ Secondary data - Observations - Focus GroupsŸ Primary research methods 4Quantitative vs. Qual. - Experiments y? Q? 54
  55. 55. 3. Consumer Research Research procedures designed to identifyŸ DefinitionŸ Research approaches consumer’s subconsciousŸ Secondary dataŸ Primary research methods perceptions & motivations:Ÿ Projective techniques - Word association… Bubble drawing - Sentence completion or - Third person description… - Psychodrawing “preparing for a holiday”: 55
  56. 56. 3. Consumer ResearchŸ DefinitionŸ Research approachesŸ Secondary dataŸ Primary research methodsŸ Projective techniques 4Example 56
  57. 57. 3. Consumer Research Veto-criteria Q?Ÿ DefinitionŸ Research approaches Closed format Q?Ÿ Secondary dataŸ Primary research methodsŸ Projective techniques Open format Q?Ÿ Types of survey Questions Demographic Q? Keep It Short & Simple KISS 57
  58. 58. 3. Consumer Research Non-probability Sample g Systematic Sample nŸ Definition Population (universe)Ÿ Research approaches iŸ Secondary data Probability SampleŸ Primary research methodsŸ Projective techniques Simple Random l QuotaŸ Types of survey questions p CensusŸ Sampling techniques m Cluster a Judgment S Convenience 58
  59. 59. 3. Consumer Research Non-probability Sample g Systematic Sample “n”Ÿ Definition Population (universe)Ÿ Research approaches iŸ Secondary data Probability SampleŸ Primary research methodsŸ Projective techniques Simple Random lŸ Types of survey questions p Example:Ÿ Sampling techniques (ex. 1) m call every a “n”th person S in the phone book. 59
  60. 60. 3. Consumer Research Non-probability Sample g Systematic Sample “n”Ÿ Definition Population (universe) iŸ Research approachesŸ Secondary data Probability SampleŸ Primary research methodsŸ Projective techniques Simple Random lŸ Types of survey questions p the totalŸ Sampling techniques (ex. 2) m group that a the marketer S wants to study. 60
  61. 61. 3. Consumer Research When different segments g are represented in “n”Ÿ Definition the total sample. iŸ Research approachesŸ Secondary dataŸ Primary research methodsŸ Projective techniques l QuotaŸ Types of survey questions p CensusŸ Sampling techniques (ex. 3) m Cluster a Judgment S Convenience 61
  62. 62. 3. Consumer Research When it is difficult to g ask too many “n”s, “n”Ÿ Definition everybody in selected iŸ Research approachesŸ Secondary data areas (clusters) isŸ Primary research methodsŸ Projective techniques being asked. l QuotaŸ Types of survey questions p CensusŸ Sampling techniques (ex. 4) m Cluster a Judgment S Convenience 62
  63. 63. 3. Consumer Research CR ConsumerŸ Definition Research (data)Ÿ Research approachesŸ Secondary dataŸ Primary research methods MIS MarketingŸ Projective techniquesŸ Types of survey questions Information Sys.Ÿ Sampling techniques (ex.)Ÿ Upgrading Consumer Info. CRM Customer Relationship Mgt. 63
  64. 64. 3. Consumer Research 4 MIS Marketing Decision Databases of Databases of Support System internal data external data (DSS) Transaction Business processing Databases of valid Marketing transactions systems Marketing (TPS) transactions for each MIS applications TPS databases Sales by customer Sales by salesperson Marketing Expert System Operational Sales by product (ES) databases Pricing report Total service calls Customer satisfaction64 Figure 9.9
  65. 65. 3. Consumer Research4CRM & e-CRM Is managing consumer research information complex?65
  66. 66. Modern Corporate Information Technology Infrastructure and e-CRM Suppliers Internal Customers Analyze Product Deliver Design System to SCM Lifecycle CRM Voice System Build (IVR, ACD) Demand Service Planning Automation ERP Supplier Interaction Customer Interaction Collaborative Manufacturing Planning Execution Distribution Industry- Industry- Marketing Legacy Order Planning Specific Automation Conferencing Systems Management Solutions Supply Sales Warehouse Automation E-Mail Planning Manu- Manu- Human Management Logistics facturing Resources Web Manufacturing Storefront Planning Mobile Sales Portal/ Transportation Web/ (Prod. CFG) Finance Extranet Management Intranet Transportation Planning Field E-Mail Operational Service EDI Closed-Loop Processing Closed- (EAI Toolkits, ETLM tools, Embedded Mobile Agents) Direct Interaction Conferencing Knowledge/Content Management Data Warehouse Intelligence Financial HR Customer Order Product Data Mart Data Mart Data Mart Data Mart Data Mart66 E-Business Analytical
  67. 67. 3. Consumer Research!67
  68. 68. Course Main Topics Management ü Marketing ü Research ü Segmentation Consumer Behavior Creativity68
  69. 69. Part Two out of Six69

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