marketing 571 class presentation Summer/Fall 2009

2. Welcome

3. Marketing 571, Class 2
August / July 2009
Lawrence Linn

4. Concept Review

5. How is marketing management
both an art and a science?

6. discuss
How is marketing management
both an art and a science?

9. Social Economic Technology Competitive Regulatory

11. “ Define your business
by customer needs,
not products
“

15. Topic
Marketing
Research

16. • What do you want to know?
• Who do you ask?

19. “Eight Arms to Hold You”
“Spaceman From Pluto”
“Would I lie to You?”
“3000”

20. “Eight Arms to Hold You”
“Spaceman From Pluto”
“Would I lie to You?”
“3000”

21. “Eight Arms to Hold You”
“Spaceman From Pluto”
“Would I lie to You?”
“3000”

22. “Eight Arms to Hold You”
“Spaceman From Pluto”
“Would I lie to You?”
“3000”

23. Research: The 5 Steps

24. Research: The 5 Steps
Problem Research Data Present Take
Definition Plan Collection Findings Action

25. Primary vs. Secondary

26. Primary vs. Secondary

40. Topic
Marketing
Research

41. Secondar y
Internet
Research

43. Topic Buyer
Behavior

44. The Consumer Decision Process

45. The Consumer Decision Process
Problem
Recognition

46. The Consumer Decision Process
Problem Information
Recognition Search

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

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

49. The Consumer Decision Process
Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

51. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior
“I want a car, but I
have no money”

52. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior
“I want a car, but I
have no money”

53. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

54. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

55. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

56. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

57. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

58. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

59. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

60. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

61. Post-
Problem Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behavior

63. Topic
The rational
Consumer

64. The Rational Consumer

65. The Rational Consumer

66. The Rational Consumer

68. Topic
market
segmentation

69. How do we service customers with
varied needs?

70. Age

71. Sex

72. Sex
(Pat?)

73. Race
(who the hell is this?)

74. Behavior

75. Segmentation gone wrong

77. Segmentation
• Consumer segmentation
• Demographics, psychographics, behavioral
• Benefits segmentation & needs-based
segmentation
• Business segmentation
• Company size, industry, geography
• Profitability of segments: 80 – 20 rule

86. Desktop Portable
Business
Power Mac G5 PowerBook
Home
iMac iBook

87. Desktop Portable
Business
Power Mac G5 PowerBook
Home
iMac iBook

90. Topic
Perceptual
mapping

91. Perceptual Mapping?
Start with
Position on x-y graph

92. Perceptual Mapping?
Start with products classy
Position on x-y graph
conservative sporty
practical

93. Try other dimensions
wasteful
small large
fuel efficient

94. Try other dimensions
Single
Youth Mature
Family

95. (part I)

96. Topic
Presentation skills
workshop (part I)

97. Top 12 Presentation Resources

99. tech

100. Draw a stick figure on the white board

101. interact
Draw a stick figure on the white board

103. Informal Drawings Work Too