Welcome
Marketing 571, Class 2
    August / July 2009
     Lawrence Linn
Concept Review
How is marketing management
 both an art and a science?
discuss
How is marketing management
 both an art and a science?
Social   Economic   Technology   Competitive   Regulatory
“ Define your business
   by customer needs,
      not products
                  “
Topic
   Marketing
 Research
• What do you want to know?
• Who do you ask?
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
“Eight Arms to Hold You”

“Spaceman From Pluto”

  “Would I lie to You?”

        “3000”
Research: The 5 Steps
Research: The 5 Steps


Problem      Research     Data       Present     Take
Definition      Plan     Collection   Finding...
Primary vs. Secondary
Primary vs. Secondary
Topic
   Marketing
 Research
Secondar y
 Internet
 Research
Topic Buyer
 Behavior
The Consumer Decision Process
The Consumer Decision Process


 Problem
Recognition
The Consumer Decision Process


 Problem      Information
Recognition      Search
The Consumer Decision Process


 Problem      Information   Alternative
Recognition      Search     Evaluation
The Consumer Decision Process


 Problem      Information   Alternative   Purchase
Recognition      Search     Evaluation ...
The Consumer Decision Process


                                                       Post-
 Problem      Information   A...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Post-
 Problem      Information   Alternative   Purchase
                                                     purchase
Rec...
Topic
   The rational
 Consumer
The Rational Consumer
The Rational Consumer
The Rational Consumer
Topic
        market
segmentation
How do we service customers with
        varied needs?
Age
Sex
Sex


(Pat?)
Race


(who the hell is this?)
Behavior
Segmentation gone wrong
Segmentation
• Consumer segmentation
 • Demographics, psychographics, behavioral
 • Benefits segmentation & needs-based
   ...
Desktop         Portable



Business

            Power Mac G5   PowerBook




 Home


                iMac         iBook
Desktop         Portable



Business

            Power Mac G5   PowerBook




 Home


                iMac         iBook
Topic
     Perceptual
 mapping
Perceptual Mapping?

Start with
Position on x-y graph
Perceptual Mapping?

 Start with products      classy

 Position on x-y graph



conservative                         spor...
Try other dimensions

                       wasteful




 small                             large




                   ...
Try other dimensions

                       Single




Youth                           Mature




                       ...
(part I)
Topic
   Presentation skills
 workshop  (part I)
Top 12 Presentation Resources
tech
Draw a stick figure on the white board
interact
Draw a stick figure on the white board
Informal Drawings Work Too
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
Mkt571.Augsep09.2.Slideshare
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  • examples: Railroads, Movies
  • The site originally featured tech “tips” that recommended calorie counting, finding recipes and watching cooking videos as ways for women to get the most from a laptop.
  • I just threw up in my mouth a little bit
  • Mkt571.Augsep09.2.Slideshare

    1. 1. Welcome
    2. 2. Marketing 571, Class 2 August / July 2009 Lawrence Linn
    3. 3. Concept Review
    4. 4. How is marketing management both an art and a science?
    5. 5. discuss How is marketing management both an art and a science?
    6. 6. Social Economic Technology Competitive Regulatory
    7. 7. “ Define your business by customer needs, not products “
    8. 8. Topic Marketing Research
    9. 9. • What do you want to know? • Who do you ask?
    10. 10. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
    11. 11. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
    12. 12. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
    13. 13. “Eight Arms to Hold You” “Spaceman From Pluto” “Would I lie to You?” “3000”
    14. 14. Research: The 5 Steps
    15. 15. Research: The 5 Steps Problem Research Data Present Take Definition Plan Collection Findings Action
    16. 16. Primary vs. Secondary
    17. 17. Primary vs. Secondary
    18. 18. Topic Marketing Research
    19. 19. Secondar y Internet Research
    20. 20. Topic Buyer Behavior
    21. 21. The Consumer Decision Process
    22. 22. The Consumer Decision Process Problem Recognition
    23. 23. The Consumer Decision Process Problem Information Recognition Search
    24. 24. The Consumer Decision Process Problem Information Alternative Recognition Search Evaluation
    25. 25. The Consumer Decision Process Problem Information Alternative Purchase Recognition Search Evaluation Decision
    26. 26. The Consumer Decision Process Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    27. 27. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior “I want a car, but I have no money”
    28. 28. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior “I want a car, but I have no money”
    29. 29. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    30. 30. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    31. 31. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    32. 32. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    33. 33. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    34. 34. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    35. 35. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    36. 36. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    37. 37. Post- Problem Information Alternative Purchase purchase Recognition Search Evaluation Decision Behavior
    38. 38. Topic The rational Consumer
    39. 39. The Rational Consumer
    40. 40. The Rational Consumer
    41. 41. The Rational Consumer
    42. 42. Topic market segmentation
    43. 43. How do we service customers with varied needs?
    44. 44. Age
    45. 45. Sex
    46. 46. Sex (Pat?)
    47. 47. Race (who the hell is this?)
    48. 48. Behavior
    49. 49. Segmentation gone wrong
    50. 50. Segmentation • Consumer segmentation • Demographics, psychographics, behavioral • Benefits segmentation & needs-based segmentation • Business segmentation • Company size, industry, geography • Profitability of segments: 80 – 20 rule
    51. 51. Desktop Portable Business Power Mac G5 PowerBook Home iMac iBook
    52. 52. Desktop Portable Business Power Mac G5 PowerBook Home iMac iBook
    53. 53. Topic Perceptual mapping
    54. 54. Perceptual Mapping? Start with Position on x-y graph
    55. 55. Perceptual Mapping? Start with products classy Position on x-y graph conservative sporty practical
    56. 56. Try other dimensions wasteful small large fuel efficient
    57. 57. Try other dimensions Single Youth Mature Family
    58. 58. (part I)
    59. 59. Topic Presentation skills workshop (part I)
    60. 60. Top 12 Presentation Resources
    61. 61. tech
    62. 62. Draw a stick figure on the white board
    63. 63. interact Draw a stick figure on the white board
    64. 64. Informal Drawings Work Too

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