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mba570.springsummer09.1

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mba570.springsummer09.1

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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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