Here are a few key market segment strategies that may be relevant for a master's thesis project:
1. Concentrated marketing - Targeting a large segment of a smaller, more defined market that is well understood. This allows focusing resources effectively.
2. Differentiated marketing - Targeting multiple segments separately by designing distinct offers tailored to each segment's unique needs and preferences.
3. Micromarketing/Local marketing - Tailoring products, promotions, and communications very specifically to local customer segments, neighborhoods, cities, etc.
4. Individual marketing/One-to-one marketing - Highly customized, personalized offerings targeted directly to individual customers based on their unique profiles and preferences.
Some potential relevant market segments
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
To appreciate the context of entrepreneurial marketing as distinct to traditional marketing
To examine the entrepreneurial marketing concept – philosophy and consumer orientation
To establish the areas vital to a marketing plan
To establish the concept and need for customer segmentation
To identify the key elements of an effective market survey
To outline the processes and entrepreneurial tactics in marketing esearch
To examine marketing on the internet and the emerging use of social media and mobile marketing for entrepreneurial firms
To differentiate green marketing from traditional marketing practice
To discuss the key features of a pricing strategy and how customisation influences the perception of price by the customer
Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.
Marketing is the action or business of promoting and selling products or services, including market research and advertising.
Business Fundamentals: Introduction to Marketing Danny Chan
The workshop I provided for General Assembly's Business Fundamental Course. The deck provides an introduction to key marketing concepts, a brief introduction into the Inbound Marketing Methodology and covers some actionable takeaways, such as landing page optimization, best blogging practices and some useful anecdotes for those interested in understanding basic marketing principles.
A comparison of marketing strategies of two local businesses, according to the 4Is of entrepreneurial marketing.
The two businesses with similar offerings were The Dip Shop and Revive Juices.
This Lecture is about:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
What do you want to learn?
Who do you want to learn from?
How will you get to them?
How can you ensure to be effective?
How do you make sense of what you learn
It's Content:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
To appreciate the context of entrepreneurial marketing as distinct to traditional marketing
To examine the entrepreneurial marketing concept – philosophy and consumer orientation
To establish the areas vital to a marketing plan
To establish the concept and need for customer segmentation
To identify the key elements of an effective market survey
To outline the processes and entrepreneurial tactics in marketing esearch
To examine marketing on the internet and the emerging use of social media and mobile marketing for entrepreneurial firms
To differentiate green marketing from traditional marketing practice
To discuss the key features of a pricing strategy and how customisation influences the perception of price by the customer
Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.
Marketing is the action or business of promoting and selling products or services, including market research and advertising.
Business Fundamentals: Introduction to Marketing Danny Chan
The workshop I provided for General Assembly's Business Fundamental Course. The deck provides an introduction to key marketing concepts, a brief introduction into the Inbound Marketing Methodology and covers some actionable takeaways, such as landing page optimization, best blogging practices and some useful anecdotes for those interested in understanding basic marketing principles.
A comparison of marketing strategies of two local businesses, according to the 4Is of entrepreneurial marketing.
The two businesses with similar offerings were The Dip Shop and Revive Juices.
This Lecture is about:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
What do you want to learn?
Who do you want to learn from?
How will you get to them?
How can you ensure to be effective?
How do you make sense of what you learn
It's Content:
Changes in Market Research
What is Market Research good for?
What should you Research?
Market Segmentation and Target Markets
Find your most important Questions
Where to get Answers
Concepts of market segmentation, targeting, differentiation, positioning are reviewed, based on a text by Armstrong and Kotler. This presentation will help you understand how to develop marketing strategies that are effective in identifying and winning customers.
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
The Voice of the Business (VoB) vs Voice of the Customer (VoC)
What is the VoC? What does it mean for my business?
Understand exactly the drivers behind the needs and wants of your customers and learn how to measure them the Six Sigma way
Buffer culture 0.6 (With a change to Be a No Ego Doer)Buffer
This is the 6th evolution of the cultural values we try to live to at Buffer. Read more about our values and approach to business at http://open.bufferapp.com
New media and new purchase behaviour have changed marketing fundamentally. This lecture presentation shows the principles of Dialog Marketing and introduces the basics of Digital and Social Marketing
Content:
The Customer Dialog
Who is Social / Digital Marketing for?
The Digital Marketing Basics
Hands-on Work Session 1
The Digital Toolbox
Hands-on Work Session 2
An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends
Digital Marketing Lecture, covering:
The Customer Dialog
Who is Social / Digital Marketing for?
Marketing Today
The Dell Story
The Digital Marketing Basics
The Digital Toolbox
Bringing Marketing into the Digital Era
How has marketing changed over the past 10 years?
New media and new purchase behaviour have changed marketing fundamentally.
What's new and why?
This slideset is an introductory lecture into these changes.
It aims at helping students and marketeers to understand the logic behind the changes, so they can make sense of them as they continue to occure in the future.
The slides focus on:
Marketing Today: the new Buying Decision Process
How to Segment a Market
Buyer/User-Typologies
Niche Markets
Positioning
Content Marketing
Why is Product Marketing Changing?
Customer Touch Points
Balance the management of the present + create the future - Ambidexterity Dr. Ute Hillmer (PhD)
Why is it so hard to balance the management of the present
and simultaneously create the future?
It‘s all about our Corporate Comfort Zone! Find out more about Ambidexterity
Warum ist es so schwer, die Gegenwart zu managen und die Zukunft gleichzeitig zu gestalten?
Es geht um unsere Unternehmens-Komfortzohne.
Ambitextrie ist der Fachbegriff und die Präsentation zeigt die Argumente auf, warum es uns so schwer fällt
Technische Innovationen die sich verkaufen - oder "Wie geht Innovationsmarket...Dr. Ute Hillmer (PhD)
Wie bringt man den Maschinenbau dazu, sich nicht zu zerspanen, sondern 3D zu drucken?
Wie verkauft man Dienstleistung zur Miete und in der Wolke, wenn es noch keiner tut?
Die Präsentation ist in 3 Teile aufgeteilt:
- Vorgedanke: die Evolution und die Revolution
1. Unterschiedliche Käuferprofile – der Technologielebenszyklus
2. Die Kommunikationskanäle: Gruppenmenschen, Rollenmenschen und mehr
3. Der Inhalt: Den Kunden ins Zentrum setzen
Vortragsfolien für die Hochschule der Medien Startup ADVANCE e-school (nach H. Scherer 12 Phasen des Verkaufsgesprächs)
Die Vorbereitung
Die Eigenmotivation
Die Begrüßung
Der Gesprächseinstieg
Die Bedarfsanalyse
Die Präsentation
Die Einwandbehandlung
Die Preisverhandlung
Kaufbereitschaft herbeiführen
Der Abschluss
Die Verabschiedung
Die Nachbereitung
Markteinführungsstrategien für neue Innovationen und wie der Innovationslebenszyklus mit seinen typischen Käufersegmenten helfen kann, die Markteinführung erfolgreich zu gestalten.
Eine kleine Einführung in NLP!
Ist es gut, ist es böse? Machen Sie sich Ihr eigenes Bild. NLP wurde entwickelt, damit sich Menschen gut fühlen können. Was wollen wir mehr im Leben?
NLP ist keine Technik, es ist eine Einstellung, aber die techniken verhelfen die Einstellung zu erlangen und sie zu halten, zu "konditionieren".
„It‘s not about who is right and who‘s wrong. It‘s not about what‘s true either. A good map is a map that get‘s you to see things from different perspectives and helps you feel as resourceful as possible about a situation.“
Understanding why market research is changing
Understanding customer discovery
The 5 big Q‘s of market research:
-What do you want to learn?
- Who d o you want to learn from?
- How will you get to them?
- How can you ensure to be effective?
- How do you make sense of what you learn?
Wie verkauft man Software zur Miete und Datenspeicher in der Wolke, wenn es noch keiner tut? Wie bringt man den Maschinenbau dazu, (sich) nicht nur zu zerspanen sondern auch 3D zu drucken? Wie ist der Lebenszyklus der technologischen Innovationen am Markt, und welche Käufertypen schlagen wann zu?
Understand, engage, and embrace your customers by understanding the changes that have shaped Marketing Communication of the past 5-8 years in B2B. Learn about the basics of Social Marketing, Dialog Marketing, Digital Marketing, however you want to name it.
Innovationsvermarktung:
Warum muss man Innovationen anders verkaufen?
Ihre bahnbrechende Innovation ist gelungen, das Produkt fertig und ein paar wenige Betakunden arbeiten erfolgreich. Kunden müssten Ihnen jetzt die Türen einrennen, doch die Verkaufszahlen dümpeln. Sie haben alle Fakten gesammelt, die Nutzenargumente sorgfältig entwickelt. Was ist los? Warum gelingt das Durchstarten nicht?
The basic mechanisms as well as specifics of new media in marketing get explaines and analyed. The presentations starting point is a review of the changes in marketing communications, and the why's behind.
Bei der Vermarktung von Innovationen jeder Art, insbesondere aber bei neuen Technologien geht es darum, rational zu sein und somit auch rational zu vermarkten …. ?
… von wegen!!
Auch in den hochkarätigstenEntscheidungsgremien sitzen … …genau: MENSCHEN!
Und die haben 2 Gehirnhälften, mehrere Rollen in Ihrem Leben, sie haben einen Rucksack voll Erfahrungen der guten und der schlechten Art, haben Einstellungen, Vorlieben, Interessen.
Auf Englisch heißt es so schön: WORLD VIEWS und bezeichnet die Brillen, durch die man auf die Welt schaut.
Nehmen wir den Blick auf eine neue Technologie: So ein Blick durch die Brille spricht den Kopf und das Herz an: Da geht es um funktionale Vorteile (was macht diese Technologie), um wirtschaftliche Vorteile (was heißt das in Zeit und Geld?) aber es geht auch um funktionale Vorteile: Wie FÜHLT ES SICH AN?
Weil jeder Mensch ein bisschen anders ist und jeder seine Eigenarten pflegt, aber viele Menschen dann doch wieder ähnlich agieren, hat man sich die „Personas“ ausgedacht.
Es sind Stereotypen verschiedener Nutzer- oder Käuferprofile. Sie repräsentieren Schubladen für Menschen mit ähnlichen Lebensansichten, Grundeinstellungen und den daraus resultierenden typischen Verhaltensweisen.
Im Zeitalter von Dialogmarketing und Social Media bemüht man sich in der Kommunikation, diese verschiedenen Typen bestmöglich und somit unterschiedlich anzusprechen.
Dies gelingt besonders gut mit einer „Cartoon-Vorstellung“ von Herrn Meyer vor Augen, dem charismatischen, immer eiligen, sehr individuellen Sektrechtstarter. Oder mit dem Gedanke an den immer korrekten und präzisen, etwas Erbsen zählenden Herrn Müller.
Sehen Sie ihn vor Augen? Er will etwas anderes von Ihnen hören als der clevere, schnelle Herr Meyer. Und dann gibt es vielleicht noch Frau Schneider, die superkreative, etwas spleenige aber sehr problemkompetente Anpack-Frau.
Personas sind nicht nur hilfreich in der Kommunikation. Sie helfen auch dabei, die richtige Servicestrategie zu finden, das nächste Produkt zu entwickeln… .
Bauen Sie sich Personas mit den Eigenheiten ihrer typischen Käufer- und Nutzergruppen. Solche Bilder helfen sehr zielgerichtet zu kommunizieren!
Sind Ihnen schon ihre typischen Stereotypen eingefallen? Malen sie sich die Stereotypen oder suchen sie nach Ihnen in ihrem Lieblingscartoon. Schreiben sie den nächsten Artikel mal ganz gezielt für alle „Herren Müller“ dieser Welt. Der Vortrag wird für die „Herrn Meyer“ gemacht und die Abendveranstaltung auf der Messe wird ganz anders, wenn sie für alle Frau Schneiders am besten passen soll. Beobachten Sie, wie sich die ausgewählte Zielgruppe angesprochen fühlt.
Personas helfen gezielt zu fokussieren und diesen Fokus zu halten.
…ja, sie haben recht wenn Sie sagen, dass sich die Zielgruppe durch den Fokus verkleinert. Dafür stehen Sie aber dann ganz oben auf der Liste dieser ausgewählten Gruppe!
Content Marketing and Market Segmentation for B2B Markets - an introduction, How Content can lead to dialog. Segmentation example for technology products and some examples from Krones, Dell, Festool, litago milk, mymuesli
Why engaging with the customer?
The Social Media Marketing Basics
Content Marketing for B2B
The SM Toolbox
Corporate Website
Corporate Blog
Social Networks
Content Sharing Platforms
Crowd Sourcing
Online Shops
Microblogging
Social CRM
Cases
Social Media Marketing in Practice
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. November 2015 Dr. Ute Hillmer
ACustomer Driven Marketing
Strategy: Creating and capturing
CUSTOMER VALUE in an
Online/Offline World
“Ourageofanxietyistheresultof
doingtodaysjobswithyesterdays
technology“
M.McLuhan
2. November 2015 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? anexpertinpositioningandpromotingtechnology
products,withacarvingforinnovativeproductsthat
arenotself-explaining.
Withsuchproducts,humanbehaviorisoftenoutsidethe
boundariesofrationality-despiteitseconomiccontext.
Buyingbehaviorisheretypicallyaresultofsocial,cognitive
andemotionalfactors,alongwiththeeconomicones.
3. November 2015 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economics in
technology marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe, Asia)
• Product-, program-, channel-, partner marketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
4. November 2015 Dr. Ute Hillmer
What’s Ute’s
STORY?Iaminbusinessto change
thelivesofmytechnology
clientsbyfindingthem
hungrycustomers that get
them intosustainablegrowth!
5. November 2015 Dr. Ute Hillmer
and turn their customers into raving fans!
6. November 2015 Dr. Ute Hillmer
To take the most
out of this lecture
… be in
STATE!
7. November 2015 Dr. Ute Hillmer
Agenda1. Marketing Today: the new Buying
Decision Process
2. Creating and Capturing Customer
Value
3. Your Ideal Customer
4. Positioning for the Ideal Customer
5. Create your Value Proposition
Creating and capturing CUSTOMER VALUE!
8. November 2015 Dr. Ute Hillmer
Marketing + Sales
Today:
a New Buying
Decision Process
9. November 2015 Dr. Ute Hillmer
Role-play to discover:
“Has Marketing changed?”
“Must Marketing change?”
10. November 2015 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010
buying decision
Initial
considerationTrigger
lesser and lesser brands
What brand creates
the most value to
me/us right now
and in the future?
11. November 2015 Dr. Ute Hillmer
Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Model close to Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger
What brand creates
the most value to
me/us right now
and in the future?
12. November 2015 Dr. Ute Hillmer
Information Sources Today
The 2014 B2B Buyer Behaviour Survey
13. November 2015 Dr. Ute Hillmer
2014 B2B Buyer Behavior Survey
• Web search is the top source of information
• B2B buyers strategically browse social media
• The number of sources used to research and
evaluate purchase has increased
• There is an increased awareness of purchase
options
• The evaluation process is longer and more
satisfying
DemandGen Report Survey 2014
14. November 2015 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014 B2B Buyer Behaviour Survey
15. November 2015 Dr. Ute Hillmer
The Core Consequences
1. Consumers and buyers connect with brands in
fundamentally new ways – often beyond manufacturers’
or dealers' control.
2. They evaluate a shifting array of options during the
evaluation process and remain engaged with the brand
after purchase.
3. Customers can have as much information and
knowledge, as vendors do.
Its no longer about “information” it’s about creating and
capturing CUSTOMER VALUE!
You need a customer driven marketing strategy!
16. November 2015 Dr. Ute Hillmer
Customer Driven
Marketing –
What does that
mean?
17. November 2015 Dr. Ute Hillmer
From Product- Focus to Customer Focus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
18. November 2015 Dr. Ute Hillmer
From Product- Focus to Customer Focus
• Making a sale
• Abundance of products in
the nearby shopping
centers
• Television, magazine, and
direct-mail ads
• Satisfying customer needs
• Imaginative Web sites and
mobile phone apps, blogs,
online videos, and social
media
• Reach customers directly,
personally, and
interactively
Traditional View Contemporary View
Kotler, Armstrong 2014
20. November 2015 Dr. Ute Hillmer
• Objective 1: Understand the fundamental change in marketing
• Objective 2: Identify the key elements of a customer-driven
marketing strategy
• Objective 3: Apply the steps of a customer driven marketing
strategy to your project
Learning Objectives
Marketing:
Creating Customer Value
and Engagement
25. November 2015 Dr. Ute Hillmer
This is a 2 Day Work Session on
Customer-Driven Marketing Strategy
Day 1: Designing a Customer Value-Driven Marketing
Strategy
1. Selecting customers to serve
– Find your Ideal Customer
2. Creating value for these selected customers
– Define the Value Proposition
Day 2: Effectively communicate Customer Value
– Define a (digital) launch plan
Applying the 20/80
rule to this marketing
lecture …
26. November 2015 Dr. Ute Hillmer
What does that mean for
you:
Market + sell YOUR
PROJECT in your Internal
and/or External Market
27. November 2015 Dr. Ute Hillmer
• What is your business goal for the PSA 3?
• What is your business goal for the Master Thesis?
• What is so important about the goal?
• Why is it important?
• Ultimately, what would having that do for you?
Task:
Your WHY!
Write it down on a sheet of paper for you!
28. November 2015 Dr. Ute Hillmer
PSA3:GoalDefinition+ Communication
Planning
35. November 2015 Dr. Ute Hillmer
What is Market Segmentation?
Market segmentation requires dividing a market into
smaller segments with distinct needs, characteristics,
or behaviors that might require separate marketing
strategies or mixes. Kottler, Armstrong 2014
Segmentation is used to identify and further define
your ideal customer
36. November 2015 Dr. Ute Hillmer
• Segmenting consumer markets?
• Segmenting business markets?
• Segmenting international markets?
• Effective segmentation?
Criterias for
38. November 2015 Dr. Ute Hillmer
GeographicSegmentation
RegionsfollowingACNielsen
Geographic
segmentation
divides the market
into different
geographical units
such as nations,
regions, states,
counties, cities, or
even neighborhoods.
39. November 2015 Dr. Ute Hillmer
DemographinSegmentation
Sinusmilieu
Demographic
segmentation
divides the market
into segments based
on variables such as
age, life-cycle stage,
gender, income,
occupation,
education, religion,
ethnicity, and
generation.
40. November 2015 Dr. Ute Hillmer
DemographinSegmentation
Age,Gender,Income,…
Age and life-cycle stage segmentation divides a
market into different age and life-cycle groups.
Gender segmentation divides a market into
different segments based on gender.
Income segmentation divides a market into
different income segments.
41. November 2015 Dr. Ute Hillmer
PsychographicSegmentation
Sinusmilieu
Psychographic
segmentation divides
a market into different
segments based on
social class, lifestyle,
or personality
characteristics.
50. November 2015 Dr. Ute Hillmer
When Segmenting Markets, watch out for:
Measurability
• “otherwise the scheme will not be operational”
• next to impossible in some markets, hard in most markets => most companies use
qualitative and intuitive methods
Substantiality
• “the variable should be relevant to a substantial group of customers”
• Challenge: find the right size / balance: large group segment: risk of diluting
effectiveness
• Too small: you lose the benefits of economies of scale
• Sometime one large customer
Operational Relevance (Actionable)
• Segmentation should enable to offer the suitable product/service to the chosen
segment, e.g. faster delivery service, special 24-hour technical support, etc.
Source: Webster, 2003
52. November 2015 Dr. Ute Hillmer
Selecting Target Market Segments
.
.
.
.
..
.
.
A target market is a set of buyers who share
common needs or characteristics that the
company decides to serve.
61. November 2015 Dr. Ute Hillmer
• What different market segment strategies are of
relevance in your master thesis project?
• What are 3-5 relevant market segments that you
could target in your internal and/or external
communication?
• Prioritize your market segments and make a short
note on your decision criteria.
Task:
Your Market Segmentation
70. November 2015 Dr. Ute Hillmer
Archtypes:
Roger’s
InnovationAdopter
Categories
Foto by: ehoyerEverett Rogers, 1995 “Diffusion of Innovations”
71. November 2015 Dr. Ute Hillmer
Time
Marketsize
technology life cycle and its buyer
categories
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
72. November 2015 Dr. Ute Hillmer
Persona: Techy
Time
Marketsize
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Chart based on Rogers 1995, and Moore 1999
73. November 2015 Dr. Ute Hillmer
Time
Marketsize
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Persona: Visionary
Chart based on Rogers 1995, and Moore 1999
74. November 2015 Dr. Ute Hillmer
Time
Marketsize
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Persona: Pragmatist
Chart based on Rogers 1995, and Moore 1999
75. November 2015 Dr. Ute Hillmer
Time
Marketsize
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Persona: Conservative
Chart based on Rogers 1995, and Moore 1999
76. November 2015 Dr. Ute Hillmer
Time
Marketsize
Laggards
16%
Late
Majority
34%
Early
Adopters
13,5%
Early
Majority
34%
Innovators
2,5%
Personas: Laggard
Chart based on Rogers 1995, and Moore 1999
77. November 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
Mainstream Behaviour
Increasingly
conforming behaviour
Hillmer, Technology Acceptance in Mechatronics, 2009
Zeit
Marktgröße
78. November 2015 Dr. Ute Hillmer
LaggardsLate
Majority
Early
Adopters
Early
Majority
Innovators
Individualistic Behaviour
Increasingly
individualistic
behaviour
Zeit
Marktgröße
Hillmer, Technology Acceptance in Mechatronics, 2009
79. November 2015 Dr. Ute Hillmer
Archtypes:
Schein’s
CareerAnchors
Foto by: ehoyer
Edgar H. Schein, 2006 “Career Anchors”
80. November 2015 Dr. Ute Hillmer
Technical / Fictional Competence
Foto by merkapt
81. November 2015 Dr. Ute Hillmer
General Management Competence
Foto by merkapt
82. November 2015 Dr. Ute Hillmer
Autonomist / Independent
Foto by merkapt
83. November 2015 Dr. Ute Hillmer
Security and Stability
Foto by merkapt
84. November 2015 Dr. Ute Hillmer
Entrepreneurial Creative
Foto by merkapt
91. November 2015 Dr. Ute Hillmer
Where to getAnswers
Quick Content Analysis: The right Product/Problem
description
1. Google Search with your key words from this morning
2. Google Adwords / Keyword Planner
Detailed Content Analysis: What exactly are people
looking for?
1. Amazon Booktitel-Search
2. Amazon 3-Star Search
3. Google Analytics
Interviews: In-Depth Understanding
92. November 2015 Dr. Ute Hillmer
Task: Do a Google SearchAnalysis
Take your product/project description to Google Search
1. What wording does Google-Autofil suggest?
2. What topics, web-pages, blogs, companies come up
what is their wording?
what is their content?
Who is there?
3. Results:
– What are your new 2-4 keywords?
– Who are your 3-5 key competitors?
93. November 2015 Dr. Ute Hillmer
GoogleAdvanced Search
Video: https://www.youtube.com/watch?v=yc6ssZnCyuA
94. November 2015 Dr. Ute Hillmer
Why Google?
The Online Search Ecosystem 2013
95. November 2015 Dr. Ute Hillmer
Task: Do a GoogleAdWordsAnalysis
Take your product/project description to Google Adwords
1. Open Google Adwords (maybe register), go to → Tools
→ Keyword Planer
2. Enter your keywords and take notes:
Keyword mtl. Search Competition Price (CPC)
96. November 2015 Dr. Ute Hillmer
Task: Do theAmazon Booktitle Search
1. Start looking for book titles
2. What seems to be the core
concern of people interested
in this topic?
3. Modify the answers and the
wording in your workbook
based on your learnings
97. November 2015 Dr. Ute Hillmer
Task: Do theAmazon 3-Star Search
1. Look at the 3-Star
Reviews
2. What seems to be
the core concern of
people interested in
this topic? What are
they looking for and
praise or can’t find?
3. Make a list of the
core problems
people seem to
have
100. November 2015 Dr. Ute Hillmer
Your Ideal Customer
This isn’t about your most common customer –
it’s about who you want as your most wanted
customer! The 20% that create 80% of your revenue.
If you have more than one ideal customer, create
multiple copies, but set a limit to 3-5 max.
Your most hungry customer!
101. November 2015 Dr. Ute Hillmer
Your Ideal Customer Profile - Outline
102. November 2015 Dr. Ute Hillmer
Your Ideal Customer Profile - Motivations
103. November 2015 Dr. Ute Hillmer
YourIdealCustomerProfile – BusinessGoals
104. November 2015 Dr. Ute Hillmer
YourIdealCustomerProfile – Narrative+ Letter
106. November 2015 Dr. Ute Hillmer
What is Positioning?
Positioning defines where your product or service stands in relation to others
offering similar products and services in the marketplace as well as the mind of
the consumer.
Positioning always starts with a “product” (merchandise, a service, a company, an
institution, or even a person….)
but positioning is not what you do to that product. Positioning is what you do to
the mind of the prospect or customer.
Positioning is the act of designing the company’s
offering and image to occupy distinctive place in
the mind of the target market.
Kottler Keller
107. November 2015 Dr. Ute Hillmer
What is Positioning?
Image by talk2frank from Stock.Xchng
108. November 2015 Dr. Ute Hillmer
What is Positioning good for?
Position, differentiate and communicate
Think from your customers perspective, before you talk to them
#1 Relevance – avoid price wars
Is the promised added value of relevance to your target segment? Does
your customer care?
#2 Differentiation – avoiding replicability
Are you unique? Do you offer something „more“ that what your customers
offer?
#3 everybody and everywhere, the message is the same
One core message from every employee + partner and through every
channel
111. November 2015 Dr. Ute Hillmer
Value proposition is the #1 thing that
determines whether people will bother
reading more about your product or hit the
back button. It’s also the main thing you
need to test – if you get it right, it will be a
huge boost.
Why choosing a Value Proposition
A VP explains the bottom line of what
your company does
http://conversionxl.com/
112. November 2015 Dr. Ute Hillmer
AValue Proposition is
a promise of value to be delivered. It’s the primary
reason a prospect should buy from you.
In a nutshell, value proposition is a clear statement that
explains how your product
• solves customers’ problems or improves their situation
(relevancy),
• delivers specific benefits (quantified value),
• tells the ideal customer why they should buy from you
and not from the competition (unique differentiation).
It’s for people to read and understand!
http://conversionxl.com/
113. November 2015 Dr. Ute Hillmer
What a ValueProposition isnot
It’s not a slogan or a catch phrase:
L’Oréal. Because we’re worth it.
Nike: Just do it
It’s not a positioning statement (positioning statement is a
subset of a value proposition, but it’s not the same thing):
Germany’s #1 Skin Care.
Trusted skincare for life.
And a bad example of a Value Proposition:
“Revenue-focused marketing automation & sales effectiveness
solutions unleash collaboration throughout the revenue cycle”
http://conversionxl.com/
114. November 2015 Dr. Ute Hillmer
AValue Proposition Consists of
• a block of text (a headline, sub-headline and one paragraph of
text) with a visual (photo, hero shot, graphics).
There is no one right way to go about it, but I suggest you start with
the following formula:
• Headline. What is the end-benefit you’re offering, in 1 short
sentence. Can mention the product and/or the customer. Attention
grabber.
• Sub-headline or a 2-3 sentence paragraph. A specific
explanation of what you do/offer, for whom and why is it useful.
• 3 bullet points. List the key benefits or features.
• Visual. Images communicate much faster than words. Show the
product, the hero shot or an image reinforcing your main message.
http://conversionxl.com/
115. November 2015 Dr. Ute Hillmer
Create a Good Value Proposition
• A key role for the value proposition is to set you apart
from the competition. Most people check out 4-5 different
options / service providers before they decide. You want your
offering to stand out in this important research phase.
• How do you make your offer unique? Often it’s hard to spot
anything unique about your offering. It requires deep self-
reflection and discussion.
• If you can’t find anything, you better create something. Of
course the unique part needs to be something customers
actually care about. No point being unique for the sake of
being unique (“the ball bearings inside our bicycles are blue”).
http://conversionxl.com/
116. November 2015 Dr. Ute Hillmer
Use the Right Language
• Your value proposition needs to be in the language
of the customer. It should join the conversation that
is already going on in the customer’s mind.
• You cannot guess what that language is. The way
YOU speak about your services is often very
different from how your customers describe it.
http://conversionxl.com/
118. November 2015 Dr. Ute Hillmer
Examples of Value Propositions in Crowded
Markets: Sell a Customer Experience!
Car Repair Shop
• Simple fix for blown head gaskets
• Repairs blown head gaskets in just one hour
Domino Pizza
• “You get fresh, hot pizza, delivered to you in under 30
minutes – or it’s free!”
http://conversionxl.com/
119. November 2015 Dr. Ute Hillmer
Customer Experiences Online Buyers want
• Low Prices (38%)
• Shopping Convenience
(35.1%)
• Easy To Compare
(33.1%)
• Free Shipping (31.5%)
• Time Saving (30.8%)
• Easy To Buy (29.2%)
• Range of Products
(17.4%)
Infographic by Invesp (sources data from eMarketer and Internetretailer.com)
Don’t take these things at face value, because not everything
is as it seems. Ask your customers or test it
120. November 2015 Dr. Ute Hillmer
• USP (Unique Selling Proposition). USP is the most closely related concept. It’s often considered
synonymous with value proposition (especially in relation to copywriting). But it only focuses on
what makes your product better than competing options. And that’s just a part of a strong value
proposition.
• FAB (Feature-Advantage-Benefit). FAB is a process that helps you figure out what each of your
product’s features means to your customers, which enables you to address their concerns,
desires, wants, and needs. You start by listing your product’s features (e.g., stainless steel as the
material of a knife). Then consider what advantages it creates (it won’t corrode). And finally turn
that into the practical benefit (you don’t need to buy a new knife every year).
• POP-POD (Points of Parity – Points of Difference). POP-POD is a process used to find
differentiating factors between businesses. You start by finding “points of parity,” or the factors
you have in common with your competitors. And then you find “points of difference;” the aspects
of your business thatdifferentiate you from your competitors.
• UVP (Unique Value Proposition). UVP sounds nearly the same as value proposition. But the
strong focus on uniqueness makes it less useful (much like USP).
ValueProp-USP-FAB-POP-POD-UVP
121. November 2015 Dr. Ute Hillmer
Value Proposition Canvas
Products &
Services
• Welche Produkte oder
Dienstleistungen helfen dem Kd.
seinen funktionalen, sozialen oder
emotionalen Job zu machen. Was stillt
Bedürfnisse?
• Produkte in Kundenprio setzen.
Gain creators
• Wir ermöglichen Produkte oder
Dienstl. Chancen (funktional, sozial,
emotional, monetär)
Pain-Reliefers
• Wie verhindern oder verringern d.
Produkte/Dienstl. Kunden-Schmerzen
(funktional, sozial, emotional,
monetär)
Job-to-be-done
Welchen Job (funktional, sozial,
emotional) versuchen die Zielkunden zu
erledigen:
• Welche Aufgaben erledigen sie
• Welches Problem versuchen sie zu
lösen?
• Welche Bedürfnisse versuchen sie zu
erfüllen?
Pains
• Welche negativen Gefühle,
unerwünschte Kosten oder
Situationen, welche Risiken können
vor, während oder nach
Aufgabenerledigung aufkommen
Gains
• Welche Vorteile erwartet, wünscht der
Kunde (funktional, sozial, emotional,
monetär)
Value Proposition Customer Segment(s)
based on: businessmodelgeneration.com
122. November 2015 Dr. Ute Hillmer
Value Proposition Canvas Video
https://www.youtube.com/watch?v=gB-YwlBrVVs
123. November 2015 Dr. Ute Hillmer
Your Customer‘s Job
Thetasksyour
targetcustomer
has(fornow,forget
thebuyingcenter)
What urgent
needs do they
have?
What are their
Compelling
desires?
…
…
…
…
124. November 2015 Dr. Ute Hillmer
What are the
• largestwinsyoucan gainforourcustomer
• thebiggestbenefit,customerscanobtain?
• Biggestpainswecanofferrelieffor?
…
125. November 2015 Dr. Ute Hillmer
The biggest result
Determine the biggest result your customers get
… it must be a big one!
What is your big promise?
People buy results and the
benefits they get from
these results
126. November 2015 Dr. Ute Hillmer
Whenand how do you keepour promisses?
When were your
customers really
happy?
Why?
What was the right
fit?
…
…
128. November 2015 Dr. Ute Hillmer
Task:
Lead your Project to
Huge Success:
• Position your project innovation with the VP Canvas
- 30 Min each one individually
- Discuss it in teams of 3 (20 Min each)
• Present your Value Proposition (1 Min each)
130. November 2015 Dr. Ute Hillmer
Our promise (2)
What we help our customers do is:
…
…
…
131. November 2015 Dr. Ute Hillmer
Our promise (3)
Why we do what we do to serve our customers:
…
Our Vision, what we hope to achieve:
…
132. November 2015 Dr. Ute Hillmer
Our Promise (4)
How we differenciate from alternatives in the
market
…
133. November 2015 Dr. Ute Hillmer
Positionierung: Value Proposition
• Operative excellence
• Product excellence
• Customer insight
Youhaveachoice:
economic
benefits
emotional
benefits
functional
benefits
134. November 2015 Dr. Ute Hillmer
Value Proposition
We help …
(do the following things) …
in order to …
135. November 2015 Dr. Ute Hillmer
Task:
Builtthe ValuePropositionfürYour PSAProject
136. November 2015 Dr. Ute Hillmer
Tomorrow:
Designing a Customer Driven
Marketing Strategy in an Online
World
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
Marketing
concept
137. November 2015 Dr. Ute Hillmer
Suggested Reading
• Value Proposition Design by A. Osterwalder, Y.Pigneur
• Groundswell by Charlene Li, Josh Bernoff
• Positioning by Trout and Ries
• In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters
• What would Google do by Jeff Jarvis
• All Marketeers tell Stories by Seth Godin
• 1 to 1 Marketing Future by Don Peppers
• CRM at the Speed of light by Paul Greenberg
• The Long Tail by Chris Anderson
• The Wisdom of Crowds by James Surowiecki
• Crossing the Chasm by Geoffery Moore
• Selling the Dream by Guy Kawasaki