mba570.marapr09.class4

920 views

Published on

MBA570 Class 4 Presentation

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
920
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

mba570.marapr09.class4

  1. 1. + MBA/570 Sustainable Customer Relationships December / January 2009
  2. 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. 3. + Week 4 Mind Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  4. 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. 5. + Housekeeping Z-Wing papers  Week 6 Assignment: Classic Airlines  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  6. 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. 7. You Can Stop Exercising Now. . .
  8. 8. +
  9. 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. 10. + Subliminal Marketing MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  11. 11. Marketing in the news
  12. 12. Academy Award: Product Placement
  13. 13. + Workshop III Review DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  14. 14. 4 a.m. Conspiracy
  15. 15. Ice Cream & Shark Attacks shark attacks ice cream sales
  16. 16. Remember the Otaku?
  17. 17. The Perfect Pickle
  18. 18. + Workshop IV Major Concepts DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  19. 19. + Rollerblade Case Study MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  20. 20. + Rollerblade Quiz MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  21. 21. + Customer Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  22. 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. 23. + Psychographics Explained DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  24. 24. Keds Sneakers
  25. 25. Adidas Tennis Shoes
  26. 26. Converse All-Stars Basketball Shoes
  27. 27. Nike Air Jordans Expensive Shoes!
  28. 28. Sneakers Gone Wild Incredible Selection
  29. 29. Nike Studio Custom Shoes
  30. 30. Original Reebok
  31. 31. Reebok Market Segmentation
  32. 32. Apple Computer Power Mac G5 PowerBook iMac iBook
  33. 33. Apple Computer
  34. 34. One More Example. . . Have your customers segment themselves!
  35. 35. + Nokia Case Study MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  36. 36. + Segmentation Quiz DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  37. 37. + Perceptual Mapping & Positioning DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  38. 38. + Perceptual Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  39. 39. + Perceptual Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  40. 40. + Positioning – Children's Drinks Packaging & Targeted Promotion  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  41. 41. + Positioning – Adult Milk Drinks Packaging & Targeted Promotion  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  42. 42. PositioningMap MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  43. 43. Perceptual Mapping
  44. 44. Perceptual Mapping
  45. 45. Perceptual Mapping
  46. 46. A Unique Perceptual Mapping Tool
  47. 47. + Exercise: Classic Airlines Market Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  48. 48. Case Study: “Song” Airlines
  49. 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. 50. + Song Airlines Part 2 What are they doing right?  What are they doing wrong?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  51. 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. 52. + Utilizing Customer Feedback DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  53. 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. 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. 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. 56. Sales Forecasting MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  57. 57. + Classic Airlines Review DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  58. 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. 59. + Groups: Classic Airlines Benchmarking DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  60. 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. 61. + Next Time. . . Classic Airlines benchmarking  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009

×