Marketing Communication prerequisite

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Marketing Communication prerequisite

  1. 1. Marketing Communication Prerequisite for MC Part ZERO out of Four Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com MarCom
  2. 2. 0. Course Introduction, Main Topics 2 www.marketingPlanNOW.com MarCom
  3. 3. 0. Course Introduction, Main Topics ‚Behavior , Communication, MarCom Integrated MarCom, Global IMC 3 Cre8ivity www.marketingPlanNOW.com MarCom
  4. 4. 0. Course Introduction, Main Topics Background: Consumer Behavior Human Communication Marketing Communication Creativity Integrated MarCom Global IMC 4 www.marketingPlanNOW.com MarCom
  5. 5. 0. Background: Consumer Behavior Management Marketing Marketing Research Market Segmentation Consumer Behavior Creativity 5 © Danny Abramovich www.marketingPlanNOW.com MarCom
  6. 6. 1. Management 4 Introduction Ÿ Planning Ÿ Executing Ÿ Vision Ÿ Controlling Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures 1. Management 4. Segmentation 6 2. Marketing 5. Consumer Behavior www.marketingPlanNOW.com MarCom 3. Research 6. Creativity
  7. 7. 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). 7 www.marketingPlanNOW.com MarCom
  8. 8. 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. 8 www.marketingPlanNOW.com MarCom
  9. 9. 1. Management 4 Introduction We work to help people and businesses throughout the world realize their full potential. 9 www.marketingPlanNOW.com MarCom
  10. 10. 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. 10 www.marketingPlanNOW.com MarCom
  11. 11. 1. Management 4 Introduction The basis of our daily commitment is to ensure the sustainable and profitable growth of the company, while always observing balance and financial transparency. 11 www.marketingPlanNOW.com MarCom
  12. 12. 1. Management 4 Introduction 12 your institution www.marketingPlanNOW.com MarCom
  13. 13. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures 13 www.marketingPlanNOW.com MarCom
  14. 14. 1. Management 4 Introduction Ÿ Vision Ÿ Strategy Ÿ Tactics Ÿ Standards & procedures 14 www.marketingPlanNOW.com MarCom
  15. 15. 1. Management 4 Business Plan 15 www.marketingPlanNOW.com MarCom
  16. 16. 1. Management 4 Business Plan Business Plan Financial Marketing Operational HR Plan Plan Plan Plan 16 www.marketingPlanNOW.com MarCom
  17. 17. 2. Marketing Plan: 4X4 Structure 1. Management 4. Segmentation 17 2. Marketing 5. Consumer Behavior www.marketingPlanNOW.com MarCom 3. Research 6. Creativity
  18. 18. 3. Consumer Research Internal External Ÿ Secondary data Company Proprietary records data Non-proprietary data 1. Management 4. Segmentation 18 2. Marketing 5. Consumer Behavior www.marketingPlanNOW.com MarCom 3. Research 6. Creativity
  19. 19. 3. Consumer Research Surveys Observations Mail @ * Direct/ Indirect Ÿ Secondary data Ÿ Primary research methods Phone: e.g. an e.g. ethnography omnibus survey vs. garbology Interviews Personal: Expert Controlled or Consumer Experiments Focus Group 19 www.marketingPlanNOW.com MarCom
  20. 20. 3. Consumer Research Desk Field Ÿ Secondary data - Surveys - Interviews 1:1 Ÿ Primary research methods @* ( 4Desk vs. Field Research - Observations - Focus Groups - Experiments 20 www.marketingPlanNOW.com MarCom
  21. 21. 3. Consumer Research Quantitative Qualitative Ÿ Secondary data - Surveys - Interviews Ÿ Primary research methods 4Quantitative vs. Qual. - Observations - Focus Groups - Experiments y? Q? 21 www.marketingPlanNOW.com MarCom
  22. 22. 3. Consumer Research Veto-criteria Q? Ÿ Secondary data Ÿ Primary research methods Closed format Q? Ÿ Types of survey Questions Open format Q? Demographic Q? Keep It Short & Simple KISS 22 www.marketingPlanNOW.com MarCom
  23. 23. 4. Segmentation 4 Definition Segmentation is dividing a market into distinct groups with distinct needs, characteristics, or behaviors, who might require separate marketing-mixes. 1. Management 4. Segmentation 23 2. Marketing 5. Consumer Behavior www.marketingPlanNOW.com MarCom 3. Research 6. Creativity
  24. 24. 4. Segmentation 4 Standards Ÿ Measurable: Size, purchasing power. Ÿ Accessible: Can be reached and served. Ÿ Substantial: Large & profitable enough. Ÿ Differentiable: Can respond differently. Ÿ Actionable: Effective programs can be developed. 24 www.marketingPlanNOW.com MarCom
  25. 25. 4. Segmentation 4 Strategies Segmentation Strategies: - Mass marketing (undifferentiated) - Segmented marketing (differentiated) - Niche marketing (concentrated) - MicroMarketing (Individual) 25 4 www.marketingPlanNOW.com MarCom
  26. 26. 4. Segmentation 4 Strategies Segmentation Strategies: Mass Segmented Niche Micro S1 S2 S3 S1 S2 S3 S1 S2 S3 S1 S2 S3 P1 P1 ± P1 ± P1 P2 ± ± ± P2 ± P2 ± P2 l P3 P3 ± P3 ± P3 Ÿ Same P to Diff. Ps to Diff. Ps to Diff. Ps per diff. Ss diff. Ss same S ind. S 26 www.marketingPlanNOW.com MarCom
  27. 27. 4. Segmentation4Methodology Classification Geography Demography Psychography SEGMENTATION Sociography by… Technography Behavior Added-value 27 www.marketingPlanNOW.com MarCom
  28. 28. 4. Segmentation4Methodologies By (the obvious)… By Mapping By Needs SEGMENTATION Ÿ By Lifestyle By Loyally Ÿ By Diffusion of Innovation 28 www.marketingPlanNOW.com MarCom
  29. 29. 4. Segmentation4Methodology SEG SEG SEG SEG SEG SEG MEN MEN MEN MEN MEN MEN TAT TAT TAT TAT TAT TAT ION ION ION ION ION ION by by by by by by 29 www.marketingPlanNOW.com MarCom
  30. 30. 5. Consumer Behavior4Def. by DA Consumer Behavior? Buying Behavior is all About Being & Having! Behaving = Being Behaving = Having 1. Management 4. Segmentation 30 www.marketingPlanNOW.com Behavior 2. Marketing 5. Consumer MarCom 3. Research 6. Creativity
  31. 31. 5. CB 4 Definition Consumer Behavior How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time. 31 www.marketingPlanNOW.com MarCom
  32. 32. 5. CB 4 Definition, Summary 32 www.marketingPlanNOW.com MarCom
  33. 33. 5. The A-B-C of CB Ÿ Cognition - what consumers Think? Ÿ Affection - how consumers Feel? Ÿ Behavior - what consumers Do? 33 www.marketingPlanNOW.com MarCom
  34. 34. 5. What Affects CB? I Cognition N think! F L * HOW U Affection E feel! do N * C Behavior we…? E S do! 34 www.marketingPlanNOW.com MarCom
  35. 35. 5. What Affects CB? What Affects Consumer Behavior? 5.1 Psychological Core (Internal Process). 5.2 Decision Making Process. 5.3 Consumer’s Culture (External Process). 5.4 Consumer Behavior Outcomes. 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 35 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  36. 36. 5. What Affects CB? Consumer’s Culture Decision External Process Ø Making Process Ú Consumer Psychological Core Behavior Internal Process Outcomes 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 36 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  37. 37. 5.1 Psychological Core 5.1.1. Perceptions 5.1.2. Learning & Memory 5.1.3. Motivation and Values 5.1.4. Attitudes & Attitude Change 5.1.5. The Self 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 37 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  38. 38. 5.1 Psychological Core Po In sit ter sights io na n l-p in SENS ro sounds g ATIO ce & N ss Sensory Pe smells rc receptors ep Attention MEA ti tastes NING on Interpretation textures i Response m u l Perception i 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 38 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  39. 39. Japan 39 www.marketingPlanNOW.com MarCom
  40. 40. Australia 40 www.marketingPlanNOW.com MarCom
  41. 41. France 41 www.marketingPlanNOW.com MarCom
  42. 42. Hawaï 42 www.marketingPlanNOW.com MarCom
  43. 43. India 43 www.marketingPlanNOW.com MarCom
  44. 44. Texas 44 www.marketingPlanNOW.com MarCom
  45. 45. London 45 www.marketingPlanNOW.com MarCom
  46. 46. Caribbean 46 www.marketingPlanNOW.com MarCom
  47. 47. USA 47 www.marketingPlanNOW.com MarCom
  48. 48. 5.1 Psychological Core M & In a ot In te ti lve rn o iv vo Types of Perceived Risk al n, me -p ro V ce al Ÿ Functional ss u Ÿ Financial es nt Ÿ Physical/Safety Ÿ Social Ÿ Psychological Ÿ Time 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 48 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  49. 49. 5.1 Psychological Core Perceived Risk Ÿ Functional Ÿ Financial Ÿ Physical/Safety Ÿ Social Ÿ Psychological Ÿ Time 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 49 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  50. 50. 5.1 Psychological Core M & In a ot In te ti lve rn o iv vo Involvement – The level of al n, me -p ro V ce al perceived personal importance ss u evoked by the stimuli within a es nt specific situation. These levels can vary from ‘inertia’; buying a baguette, to ‘passion’; buying a ticket to a concert of a celebrity you worship. 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 50 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  51. 51. 5.1 Psychological Core M & In a ot In te ti lve rn o iv vo Measuring Involvement al n, me -p ro V ce al To me (object to be judged) is: ss u 1. Important Unimportant es nt 2. Boring Interesting 3. Relevant Irrelevant 4. Exciting Unexciting 5. involving Un-involving 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 51 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  52. 52. 5.1 Psychological Core M & In a ot In te ti lve How often do you experience the following rn o iv vo al n, me feelings as a result of eating chocolate? -p ro V ce al Happy never _:_:_:_:_:_:_:_:_ very often ss u Excited never _:_:_:_:_:_:_:_:_ very often Delighted never _:_:_:_:_:_:_:_:_ very often es nt Joyous never _:_:_:_:_:_:_:_:_ very often Satisfied never _:_:_:_:_:_:_:_:_ very often Proud never _:_:_:_:_:_:_:_:_ very often Annoyed never _:_:_:_:_:_:_:_:_ very often Depressed never _:_:_:_:_:_:_:_:_ very often Guilty never _:_:_:_:_:_:_:_:_ very often Regretful never _:_:_:_:_:_:_:_:_ very often 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 52 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  53. 53. 5.1 Psychological Core In tit de te A tu rn ud ch A t The ABC of attitudes al es a tt i -p ro an ge ce Ÿ The Affective component (feel): ss d I feel good about myself when I n drive a BMW. Ÿ The Behavioral Component (act): I will buy a BMW next time. Ÿ The Cognitive Component (beliefs): I think BMWs are quality cars. 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 53 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  54. 54. D ec isi o 5.2 Decision Making Process n- m ak in g- Problem recognition p ro c es s Information Search Evaluation of Alternatives Product Choice Post Purchase Outcomes 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 54 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  55. 55. 5. What Affects CB? Consumer’s Culture Decision External Process Ø Making Process Ú Consumer Psychological Core Behavior Internal Process Outcomes 5.1 Psychological Core (Internal Process) 5.2 Decision Making Process 55 www.marketingPlanNOW.com 5.3 Consumer’s Culture (External Process) MarCom 5.4 Consumer Behavior Outcomes
  56. 56. Background: Consumer Behavior Management Marketing Marketing Research Market Segmentation Consumer Behavior Creativity 56 © Danny Abramovich www.marketingPlanNOW.com MarCom
  57. 57. Course Introduction, Main Topics Background: Consumer Behavior ü Human Communication Marketing Communication Creativity Integrated MarCom Global IMC 57 www.marketingPlanNOW.com MarCom
  58. 58. 0. Course Introduction! 58 Next Issue:‚Communication www.marketingPlanNOW.com MarCom
  59. 59. Marketing Communication Prerequisite for MC Part ZERO out of Four Danny Abramovich Marketing Plan Specialist 59 www.marketingPlanNOW.com MarCom
  60. 60. 1 pter Cha cation uni com m

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